How to energize a brand and its products?

Challenge:

The average conventional sanitary pad contains 3.4g of plastic. This means that over her lifetime, the average woman will generate 60kg of plastic from sanitary pads alone. In 2016, there were 150,000 tons of sanitary pad waste in India. To tackle this Saathi Pads, invented sanitary napkins that were made from organic materials like banana and bamboo fibre. When disposed of, Saathi pads degrade within six months - 1200 times faster than plastic pads! Since Saathi pads don’t contain chemicals, they provide a rash and irritation-free experience.

Although the new generation of women in India is interested in switching to organic and eco-friendly menstrual products many are still hesitant. This means there are is huge market potential that is currently being untapped.

Approach:

  • Workshop based focus group to understand the viability of a product like Saathi bio-degradable pads and through sanitary pad users understand the weaknesses and strengths of existing products and strategize on how Saathi can fill in the gaps.

 

  • User buying journey and decision making process: through interviews understand how women are making decisions on which sanitary pads to buy.

 

  • Co-ideation workshops with target groups on how the benefits of fully-biodegradable sanitary pads can be best communicated.

Solution:

  • Menstrual hygiene and product Awareness workshops at colleges and schools - Saathi’s target audience.

  • Packaging concepts

  • Product and organization communication design on various platforms.