An Innovation That Has Changed the Lives of Women in India


Case Study Trailer

An Innovation That Has Changed the Lives of Women in India

Author(s): KIM, W. Chan, MAUBORGNE, Renée, OLENICK, Michael


In the year 2000, only 2% of rural Indian women and girls used menstrual hygiene products; the rest used ash, dirty rags, or sat out their periods in huts. The onset of menses often meant the end of school for Indian girls, forced marriage, and a lifetime of servitude.

One man sought to change that and increased the use of menstrual hygiene products by 600% and counting. Arunachalam Muruganantham “Muruga” created low-tech, low-cost machines enabling groups of Indian women to produce and sell pads to other local women. His pad-machine business has so far created about 5300 local for-profit menstrual pad making micro-businesses. His unique strategy overcame an impossible distribution channel and, more importantly, taboo for a subject that affected half of Indians but that nobody used to talk about.

Case Study
Teaching Note


Teaching Materials

Blue ocean pedagogical materials, used in over 2,800 universities and in almost every country in the world, go beyond the standard case-based method. Our multimedia cases and interactive exercises are designed to help you build a deeper​ understanding of key blue ocean strategy concepts, developed by world-renowned professors Chan Kim and Renée Mauborgne.
Materials available from Harvard Business Publishing
Blue Ocean Shift | Strategy materials available from The Case Centre
We use cookies to ensure you get the best experience on our website and continuing implies your consent - Read our full cookie policy Okay, don’t show me again