Challenges faced by a social enterprise producing menstrual pads in India : a case study of Aakar

Name: Phattraraprapa Jirakornkraisang

keyword: Social enterprise

; Social norms

; Menstrual norm and perception

; Menstrual pads

; Aakar innovation

; Aakar social ventures

Abstract: Menstrual hygiene management (MHM) is a social justice issue in public health involving the accessibility of menstrual products, accurate information on menstruation, and access to safe, hygienic bathroom facilities. However, several girls and women in India, especially in rural areas, lack access to hygienic menstrual products due to the taboos and beliefs about menstruation rooted in Indian culture. A social enterprise called Aakar is aware of the issue of MHM by introducing compostable menstrual pads branded Anandi Pads. Aakar aims to provide affordable and environmentally friendly sanitary pads to BoP women. Nonetheless, the enterprise faces challenges regarding social norms that prevent scaling the company’s growth and increasing its customers. Menstrual taboos and stigma are still widespread in India, which is considered one of the biggest challenges to the growth of Anandi Pads. Therefore, Aakar is combating this challenge by providing educational initiatives and raising brand awareness through its network. With the attempt of Aakar and the government, the usage of menstrual pads in rural areas increased. However, the gap between urban and rural regions is still high because taboos related to MHM are more prevalent in rural areas. As a result, the adoption of menstrual pads is still low compared to their urban counterparts due to the lack of menstrual awareness, acceptance, and accessibility. The main question of this study is: how do social norms, culture, and the social structure obstruct efforts to promote good hygiene, particularly the usage of sanitary pads, using Aakar as a case study? Moreover, how do Aakar's business model and communication strategies contribute to promoting sanitary health?

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Rado, Istvan

Role: advisor

Created: 2021

Modified: 2024-08-20

Issued: 2024-08-20

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2021.1284

eng

DegreeName: Master of Arts

Level: Master's Degree

Descipline: Social Innovation and Sustainability

Grantor: Thammasat University

©copyrights Thammasat University

ลำดับที่.	ชื่อแฟ้มข้อมูล	ขนาดแฟ้มข้อมูล	จำนวนเข้าถึง	วัน-เวลาเข้าถึงล่าสุด
1	15208phattraraprapa.pdf	744.26 KB

ใช้เวลา

0.015883 วินาที