Management students from Welingkar Institute of Management Development & Research, Mumbai (WeSchool) emerged triumphant in the recently concluded national level competition held at IIMA Confluence 2010, Indian Institute of Management (IIM) Ahmedabad’s Annual Business Summit. Ms. Ruchi Ahuja and Ms. Ankita Modi from WeSchool’s PG Batch 2010-2012 bagged the 1st prize in the ‘Rural Crusaders’ competition held at Kronos, the agri-business zone at IIM A Confluence 2010. The team from the host institute IIM A was the runner-up at the competition. The other participants were two teams from IIM-A and one team each from NITIE Mumbai, MANAGE Hyderabad and NIT, Trichy. This is the presentation made at Rural Crusaders, Kronos Event by Team Mukti, consisting of Ruchi & Ankita, at IIMA which won the first place. For more details on Welingkar Institute and latest news update please visit www.welingkar.org

1. KRONOS –
‘RURAL CRUSADER’
TEAM NAME - MUKTI
PRODUCT – SANITARY NAPKINS
BY:-
ANKITA MODI
RUCHI AHUJA

2. INTRODUCTION
Lack of awareness about personal hygiene during
menstrual cycles
Most women in rural areas use cloth during their
menstruation days
Penetration is low due to the price barrier
Hence, we would like to introduce a low cost sanitary
napkin – ‘Mukti’

3. MARKET ANALYSIS
73% of the US $ 213 mn (2007) spent on hygiene
products was for women’s personal care products
Sanitary napkin market : 18-20% growth rate
Penetration levels in India only 4-5%
Market size- 60,000 million pieces/year
Current usage 2,700 million pieces/year
Whisper (P&G) is the market leader, followed by
Carefree (J&J) and then Stayfree (J&J)

4. PRIMARY RESEARCH
Interviewed 20 women (maids and other residents of
their chawl) aged between 12-40 years
8 were using low cost sanitary napkins, out of which
5 of these women used them only on the 1st three
days
12 used cloth

5. PRIMARY RESEARCH
Some insights about their villages:-
Cannot go to school/work
Majority use cloth, some even use jute bags, old rags
Ostracized during their menses.
In some places they are asked to sit in a separate
shed for those 5 days.
Inference:-
Women are burdened, daily lifestyle is hampered for
that period, hence the need for such an affordable
product.

6. DIFFERENTATION
Regular type will be manufactured
Differentiation will stem from the low cost
manufacturing process
Pack size of 4 for Rs.6
Emphasis on medical benefit
Emphasis on elimination of odour

7. ACCESSING THE OPPORTUNITY THROUGH
A FRAMEWORK
Scheme approved by Union Health and Family Welfare
Ministry on 15 June 2010
This scheme covers 15 million girls in the age group of
10-19 years every month.
SR.NO CATEGORY COUNT PRICE/CATEGORY
1. APL 10.5 mn 5 rupees/pack of 6
2 BPL 4.5 mn 1 rupee/pack of 6
Setting up SSI units in few villages

8. ACCESSING THE OPPORTUNITY THROUGH
A FRAMEWORK
Accredited Social Health Activists (ASHA) help
supply sanitary napkins for adolescent girls who
require them.
Sourcing options
Through
Sourcing through
manufacturing by
manufacturers (bids)
SHG

9. 4 A’s
Awareness Acceptability
Affordability Availability

10. LAUNCH STRATEGY

11. DISTRIBUTION
• Bidding for ASHA
• Collaborate with SHG’s
• Vending machines
• Distribution through opinion leaders
• Door to door marketing

12. COMMUNICATION & ADVERTISING
STRATEGY

13. TVC
SCENE 1:
Father wishes to go on his new tractor to the farm
along with his daughter but cannot because she is
menstruating (sitting separately in a corner). He
wishes that he had a son who could take at anytime.

14. TVC
SCENE 2:
The mother then comes out of the kitchen and tells
her husband that there is no problem in taking her
along.
‘Ab milegi meri beti ko woh aazadi…jo tha mera
sapna’

15. TVC
SCENE 3:
The father is happy and takes his wife and daughter
along with him on his new tractor

16. JINGLE
Hamari priya mahilaon ke liye
Maheene ke woh paanch din,
Ab honge pareshani ke bin.
Prayog kijiye ‘Mukti’ ka
Aur arth badaliye apni zindagi ka
Mukti – ab chaar ke chote packet mein uplabdh
Daam hai kewal 6 rupees
Jald hi sampark kijiye apne adhyapika ya apne taluka ke
sahyogini se
Audio