Piramal Consumer Products Division introduces i-activ menstrual cups in their active range

Keeping in mind the surge in menstrual care sector, Piramal Consumer Product Division (CPD) has expanded its i-activ portfolio with the launch of i-activ menstrual cups. This launch is aimed at revolutionizing period care and introducing an easier, sustainable as well as cost friendly way of experiencing periods by women in India.
The company has launched its new campaign ‘Honest Tutorial’, in collaboration with actor, Shriya Pilgaonkar, with an aim to educate, empower, and transform the menstrual experience for women. It has always stood for women menstrual hygeine and time and again proves that with its product innovation and campaigns.
The ‘Honest Tutorial’ campaign shows the process of using menstrual cups, which guarantee a rash-free and leak-proof experience for ultimate comfort. It is crafted with 100% medical-grade silicone, and offers up to 8-10 hours of reliable leakage protection, making it highly efficient and cost-effective. One of the benefits of the product is its durability and can be used for up to five years, making it sustainable and an eco-conscious choice. With a deep understanding and consumer research of the unique challenges that women face during their menstrual cycles, i-activ is committed to delivering a seamless, worry-free and customized period- care solution.

The campaign shows two friends, with one of them seeking help from the other and asking her how to use Menstrual Cup, thereby expressing fear for the same. However the other friend tactfully handles the situation and directs her on how to use menstrual cup, also providing information about the benefits of using the same. Earlier i-activ has come up with a poetic reindition by Priya Malik, an influencer and sustainable activist asking women to choose their own activity. i-activ menstrual cups allow women to be free and actively get involved in any activity of their choise during those days of the month, without thinking of societal taboos.

Approximately one-fourth of women who are aged 15-24 years (according to the National Family Health Survey (NFHS-5) 2019-21) do not use sanitary protection methods during their menstrual cycles. To provide proper period care, i-activ offers a range of products to ensure the well-being and comfort of women during menstruation. It allows women to navigate their natural cycles with confidence and ease.

Nitish Bajaj, CEO, Piramal Consumer Products Division said, “We are excited to launch i-activ menstrual cup; a sustainable and cost-effective alternative to pads and tampons. We know that many women are hesitant to try menstrual cups because of myths and misconceptions. That's why we're launching a new campaign to educate women about the benefits of menstrual cups and to bust some of the most common myths. We believe that i-activ menstrual cup can change the way women experience their periods. It's a more comfortable, sustainable, and cost-effective option that can give women peace of mind during their menstrual cycle. We encourage women to learn more about i-activ menstrual cup and give it a try.”

Speaking on her association with Piramal’s i-activ brand, Shriya Pilgaonkar said, “I am truly honoured to be a part of this campaign that is revolutionizing the way we approach period care. i-activ, provides women with a comprehensive solution for their period and intimate needs. Menstrual cups not only provide unparalleled comfort and leakage protection but also contribute to a sustainable lifestyle by reducing waste.”