Menstrual hygiene is far from satisfactory among a large proportion of Indian women. To overcome the barriers for using sanitary napkins among rural women in Haryana, a social marketing scheme was launched. As the program is in nascent stage of implementation the factors influencing it need to be evaluated. Therefore, this study aimed to analyze the stakeholder's perspectives and factors influencing this scheme.

We carried out a qualitative study during April’ 2011 in Lalpur, Naraingarh, Ambala, Northern India. The experience and opinion of rural girls, women, ANM, ASHA and Sakshar Mahila Samooh (SMS) members were elicited during 10 in-depth interviews and four FGDs.

Majority of women were motivated to use sanitary napkins. They perceived that use of sanitary napkin was beneficial for them. The grass root workers involved in production work of sanitary napkins were disappointed with irregular flow of funds. The other stakeholders in the community were not actively involved in the implementation of this scheme.

To conclude, there is a huge marketing potential of low cost sanitary napkins in this rural area of Haryana. The program needs to actively involve various stakeholders and to ensure regular flow of fund.

Sinha S, Singh A. Adolescent Health-Tackling Menstrual Hygiene Issue through Social Marketing of Sanitary Napkins Scheme: An Evaluation study from Haryana J Postgrad Med Edu Res 2013;47(3):127-130.