MAM
Breaking menstrual taboos: How society is evolving
Menstrual hygiene is an indispensable aspect of women’s health, yet it remains clouded by stigma, taboos and misinformation. There is a critical need to start the conversation without any shame and initiate awareness programs on menstrual hygiene to break taboos, promote good hygiene and empower women.
The impact of Menstrual Taboos and Stigma can lead to differences in health, education, and social equality. In many regions, menstruation is believed to be impure or shameful, resulting in exclusion from society. Some regions ask women to use separate spaces like “menstrual huts,” not allowing them to enter the kitchen or holy places, completely isolating women and increasing their vulnerability.
These restrictions cause a lack of communication leading to an unfavorable environment for women. From an economic standpoint, menstrual taboos lead to restricted availability of menstrual hygiene products. In tier two & three cities, with a lack of knowledge and availability of menstrual products, women resort to unhealthy choices, resulting in severe health problems and vaginal infections. In tier one cities, while menstrual products may be more accessible, the stigma still prevents many from seeking necessary medical care resulting in untreated health problems that also affect the mental health of women.
“We believe that breaking taboos is essential for achieving gender equality and empowering menstruators. We can create a more supportive and understanding society by providing education and access to healthy and innovative menstrual hygiene products. Our initiative to break taboos is about empowering women to reject stereotypes and embrace their true potential” – Sirona.
Here are some key strategies contributing to the positive evolution of menstrual hygiene awareness:
1. Awareness campaigns: Through a variety of campaigns, Sirona Hygiene constantly seeks to change the conversation on menstruation by organizing training sessions with school, college, corporate, underprivileged areas. This Menstrual Hygiene Day (28 May), Sirona encouraged everyone to join “TheBloodyConversation” to normalize periods and break down the taboos around periods especially among men, emphasizing the importance of unfiltered, open dialogue.
2. Leveraging technology: The way we communicate knowledge about menstrual hygiene is being revolutionized by technology. Apps, websites, and social media platforms are now pivotal in educating and connecting menstruating individuals, making crucial information more accessible and fostering supportive communities. Smart menstrual cups and period monitoring apps are just a few of the Technology advancements that are transforming how women handle their menstrual periods.
3. Men as role models & fostering open dialogue: It is important to promote a more informed, empathetic, and equitable society where menstrual health is understood and supported. When it comes to periods, there is often a lack of awareness among men, making it crucial to have open and comfortable conversations about menstrual health. Men can play a significant role as role models in this regard. By openly discussing and supporting menstrual hygiene, men can help break down stigma and promote understanding. This can lead to more empathetic attitudes and behaviors towards women, creating a supportive environment.
4. Promote policy change: Advocacy for inclusive policies that support menstrual health is vital. Policies should ensure access to menstrual products, education, and facilities in public spaces, schools, and workplaces. Policymakers can address the issue of menstrual hygiene through training programs, campaigns and free distribution of Sanitary pads and menstrual cups in both urban (for the underprivileged women) and rural India.
By implementing these strategies, society can make significant strides towards breaking the taboos and promoting menstrual hygiene awareness. Empowering individuals with knowledge and resources leading to healthier, more confident, and equitable communities. Let’s continue to support and advance these efforts to create a future where menstrual hygiene is understood, accepted, and prioritised.
The article has been authored by Sirona Hygiene’s head of marketing Anika Wadhera.
AD Agencies
Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
