Brands
CFTI launches Cup of Care to boost rural women’s menstrual health
MUMBAI: Centre For Transforming India (CFTI) has rolled out its new campaign, The Cup of Care, aiming to provide low-income women in Raigad with sustainable menstrual hygiene solutions. The initiative seeks to tackle menstrual poverty and promote dignity through affordable, medically tested silicone cups.
Menstrual hygiene remains a challenge across India, with 42 per cent of women in Maharashtra relying on unhygienic methods. In states like Uttar Pradesh, Bihar, and Madhya Pradesh, the numbers rise sharply above 60 per cent. High costs of sanitary products often prevent women from accessing safe options. Menstrual cups, which are GST-free, offer a long-term and eco-friendly alternative, giving up to 12 hours of leak-proof protection and reducing risks of infections and discomfort, especially for women working in agriculture or informal sectors.
CFTI’s campaign not only addresses health and hygiene but also environmental sustainability. India produces over 113,000 tons of sanitary napkin waste annually, much of it unmanaged in rural areas. The Cup of Care blends affordability, health, dignity, education, and practicality into a single initiative.
CFTI founder Chitralekha Patil said, “True transformation begins with giving women the dignity and freedom they deserve. The Cup of Care is not just a campaign; it is a movement towards long-term empowerment and change. Our goal is to reach every village still struggling and ensure that no woman compromises her health due to financial constraints. This campaign marks the start of a larger national effort, inviting citizens, organisations, and policymakers to build a future where menstrual hygiene is a right, not a privilege.”
The campaign encourages open conversations, promotes eco-friendly choices, and empowers women to take control of their menstrual health.
CFTI, established in 2009 and recognised by NITI Aayog, has transformed rural communities through education, skill development, water and sanitation projects, women’s empowerment, and healthcare initiatives. Its work has reached over 85,000 lives, built sustainable homes, improved school infrastructure, strengthened water security, and enhanced community well-being through skill and sports programmes. Partnerships with organisations such as PPFAS Asset Management, Vodafone Foundation, JSW, and Swades Foundation have amplified the impact, helping CFTI scale its solutions to the most underserved communities.
With The Cup of Care, CFTI continues its mission to blend dignity, health, and sustainability, ensuring rural women can manage menstruation safely, confidently, and sustainably.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
