Flipkart Foundation in collaboration with Goonj, has launched ‘Udaan: Empowered by Flipkart Foundation’—a grassroots initiative targeting menstrual wellbeing among women and adolescent girls in Assam, Karnataka, Odisha, and West Bengal.
The campaign aims to reach over 18,700 women through direct on-ground interventions and engage more than 5 lakh individuals via digital outreach. At its core are 225 ‘Chuppi Todo Baithaks’—interactive sessions encouraging open discussions to dismantle menstrual taboos. The initiative follows a Four-A model: Access, Awareness, Affordability, and Action. A key component is the distribution of Goonj’s eco-friendly ‘MY Pads’, made from upcycled fabric, to over 9,350 women, addressing both hygiene and environmental concerns. Urban cloth collection drives will also support pad production.
In Dibrugarh, the initiative is seen as timely. Many local women still lack access to affordable sanitary products. Community stakeholders believe Udaan will improve awareness, promote sustainable practices, and empower local women to lead health dialogues. “This is about giving women voice and dignity,” said Sarah Gideon, VP at Flipkart. Goonj co-founder Meenakshi Gupta emphasized the human aspect of menstrual wellbeing. With Udaan, menstrual health is stepping out of the shadows—into dialogue, dignity, and change.