Beyond the whispers: Why menstruation needs to be everyone’s business

“When we were young, our mother would buy sanitary pads for us; sometimes our father would also buy them for us. Now we buy pads for ourselves; sometimes our husbands get them for us. We don't have any problem in asking our husbands to buy pads for us. We don't buy pads ourselves because we feel shy to ask the shopkeeper. There are mostly men at the shops that is the reason we feel shy to ask them.” - Woman in Telangana, participant in the PEnMen-pilot studyThe PEnMen-pilot study was conducted by The George Institute for Global Health, India to understand perceptions and practices related to menstrual hygiene and the environment around it. This quote echoes asentiment that is familiar across many parts of India: While men—be they fathers, husbands, brothers, or even sons—are often the ones buying menstrual products, why is the topic of menstruation still wrapped in silence? Girls and women often feel too shy to buy sanitary pads themselves, especially when male shopkeepers are involved. Many of the stores selling menstrual hygiene products are owned and operated by men. Yet, menstruation is a subject largely confined to women and young girls, spoken about in whispers or euphemisms, and rarely acknowledged in public spaces or family conversations.

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This contradiction points to a deeper cultural issue. At individual, family, as well as community levels, the awareness and understanding of menstruation—particularly among men and boys—remain limited, thus restricting the spaces for women to openly share their experiences, concerns and specific needs during menstruation, and denying men the opportunity to contribute to the health and well-being of their female associates. Owing to this, the physical discomfort, emotional toll, and practical challenges women face during menstruation are often ignored or minimised. Painful periods, hormonal changes, lack of privacy, and inadequate water and sanitation facilities are real struggles that rarely find space in mainstream conversations.

India has made significant progress in menstrual health and hygiene management over the last decade. Awareness campaigns, product innovations, and government initiatives have led to increased access and visibility. Many civil society organisations and social enterprises in India are now playing a vital role in promoting menstrual health by challenging stigma, improving access to products, and raising awareness. Goonj reframes menstruation as a dignity issue, distributing reusable pads through its ‘Not Just a Piece of Cloth’ initiative. Boondh promotes sustainable products like menstrual cups with education programs, while Good Universe runs awareness workshops engaging both women and men. Others like Menstrupedia, Eco Femme, Aakar Innovations, and Sachhi Saheli use innovative tools—from comics to eco-friendly pads and school campaigns—to normalise conversations and ensure access. Together, they are helping build more informed, inclusive, and empowered communities around menstrual health.