Mahina: Revolutionising menstrual care & tackling India’s sanitary waste crisis

Designed to be reusable, skin-friendly, leak-proof, eco-conscious, and easy to maintain, Mahina represents the innovative period solution that today’s market demands…

India grapples with the daunting disposal of roughly 12.3 billion soiled disposable sanitary napkins every year. Comprised predominantly of plastic, these pads take an alarming 500-800 years to decompose entirely. Improper disposal methods, such as burning, flushing down toilets, or leaving them open in landfills, not only endanger the environment but also jeopardise the health of people.

Apart from their environmental consequences, sanitary pads can also cause discomfort if worn for a prolonged period of time. They can cause rashes, redness, and irritation. Since these pads are generally made out of plastic, they can also cause the risk of bacterial infection and skin infections.

Mahina, a pioneering menstrual management brand is trying to solve this double-edged challenge with its reusable period underwear range. First launched in 2023, this underwear is also leak-proof, and eco-friendly.

Mahina’s Vision

Mahina is the first Indian brand to offer bonded, reusable and leak-proof absorbent underwear. Natasha Jamal, Founder & CEO of Mahina calls its a game changer for the Indian market. In 2021, Natasha, a visionary, set out on a mission to revolutionise menstrual care. With a clear goal to disrupt the industry, she and her team dedicated two years to the meticulous engineering, design, and testing of their groundbreaking product. Designed to be skin-friendly, leak-proof, eco-conscious, and easy to maintain, Mahina represents the innovative period solution that today’s market demands.

Innovating a Groundbreaking Product

Targeting all menstruating women, Mahina is a period solution made by women for women in a state-of-the art facility located in Coimbatore, Tamil Nadu. Mahina period underwear is as groundbreaking as it is innovative as it features a three-layered gusset that enhances absorption and innovative bonding technology that guarantees leak-proof seams and secure liquid containment.

1. Materials Used: Mahina uses breathable, highly absorbent fabrics like cotton and modal to minimise irritation and discomfort, keep the wearer dry and withstand regular use and washes without losing shape or functionality. The proprietary material used in the gusset is soft, highly absorbent and keeps the wearer comfortable, fresh and dry.
2. Design: The underwear is designed in a way that follows the natural contours of the body providing freedom of movement. But its gusset is the star of the product, which incorporates 3 layers elongated from front to back and bonded seams. The gusset remains lightweight even after it holds liquid and is designed to provide extra protection with a wide surface. No toxic chemical treatments are added to it which helps in maintaining the natural pH balance. Mahina is also designed to be visually appealing and aligns with the current trends, ensuring the wearer feels confident and stylish.
3. Testing and Feedback: Mahina goes through rigorous testing under various conditions to evaluate its effectiveness and durability and is a certified product across multiple parameters from NABL accredited labs. The brand also actively seeks and incorporates feedback from its customers to identify areas for improvement while staying abreast of the latest advancements in the industry for continuous enhancement.

Inclusive for All

Mahina comes in 2 different rises – mid and high and 7 different sizes ranging from XS to 3XL making it a completely size-inclusive product. “Not only are we mindful about body shapes, but we have gone above and beyond to make the product inclusive for different flow types,” emphasises Natasha explaining that her brand offers the period underwear in 4 absorbencies – light, medium, heavy and super heavy.

“We have conducted extensive research to ensure our size chart is accurate, mapped to Indian body shapes and diverse flows. We also conduct a size confirmation call with every customer who purchases from our website,” says Natasha on how her brand tackles the problem of sizing online.

Marketing Strategies

A digital-heavy brand for now, Mahina runs ads to new and existing customers via various channels. It has an integrated marketing strategy and relies on Instagram and YouTube channels to have relevant conversations with its customers. To further promote itself, the brand has also run some successful campaigns in the last 9 months on special days like Women’s Day in March and Menstrual Hygiene Day in May.

Features of the Mahina Product:

• Pad-Free Comfort: Mahina Period Underwear eliminates the need for pads, tampons,
  and menstrual cups. Worn like regular underwear, it offers a hassle-free period.
• Enhanced Absorbency: The three-layered gusset is crafted from highly absorbent natural materials, efficiently wicking moisture, absorbing liquid, and securing it in place to prevent leaks. Its elongated design from front to back ensures uninterrupted sleep.
• Innovative Bonding Technology: Mahina period underwear utilises advanced bonding technology instead of traditional stitching, guaranteeing leak-proof seams and secure liquid containment.
• Long-Term Reusability: Designed for durability, Mahina products are built to last for 100 washes, with stringent testing to ensure no toxic or bacterial contamination for complete protection. It also offers up to 12-hour wear, reducing the need to constantly change (like with disposable products).
• Easy Maintenance: Cleaning is a breeze with a simple 3-step routine: rinse excess blood, machine or hand wash, and air dry for quick reuse.
• Versatile Absorbency Options: Available in four absorbency levels – light (15ml), medium (25ml), heavy (40ml), and super heavy (50ml) – catering to diverse flow needs.
• Extended Wear Comfort: With a wear duration of up to 12 hours, Mahina Period Underwear offers long-lasting comfort without the need for frequent changes or restroom visits.
• Toxin-Free Assurance: Mahina prioritises user safety by conducting thorough testing and certification to ensure the absence of toxins, providing peace of mind and confidence in product safety.
• Made in India: With its state-of-the-art, in-house manufacturing, Mahina produces world-class quality products, tailored specifically for Indian women. It is designed and engineered by women, for women.

Sustainability Initiatives

Using a reusable period product like Mahina significantly reduces the need for single-use
disposables, making it a crucial first step toward a more planet-friendly lifestyle. The brand has also incorporated specific features into its product that make it eco-friendly:

1. Using recycled threads in its manufacturing process.
2. Working with partners who use a process for CPB (Cold Pad Batch) dyeing which is a sustainable way of dyeing a fabric using 0% salt and 50% less water in the process.
3. On the packaging front, Mahina works with FSC certified vendors with their primary packaging being completely biodegradable.

Mahina’s products are certified, affirming its commitment to sustainability and product safety:

• Oeko-Tex Certified: Working with partners to ensure that no toxic materials are used in the process from farm to final product.
• GRS Certified: It uses recycled sewing thread, contributing to the circular economy.
• ISO 17025, NABL Accredited: Products undergo rigorous testing to ensure they are free from hazardous chemicals and maintain microbial cleanliness within safe limits.
• Biodegradable Certification (CIPET) & GRS: A portion of the brand’s packaging is certified as biodegradable and complies with global recycling standards.

Expansion Plans

Almost 95% of Mahina’s sales come from its online channels. With a healthy mix of their sales coming from tiers 1, 2 and 3, the brand is targeting further expansion through offline distribution channels including modern trade and general trade. It is also looking to expand its distribution online through trusted marketplaces and quick commerce.