Phenomena so important that our species’ survival and propagation are dependent on it. Yet we consider it a taboo. We feel awkward and shameful talking about it”. These were the harsh but true words of Aditi Gupta, the founder of “Menstrupedia: India’s first Menstrual Comic Book“.
Founder’s Background and Vision
Aditi Gupta, born in Garhwa, Jharkhand is an engineering graduate and a New Media design postgraduate from the National Institute of Design (NID). Tuhin Paul is her husband and co-founder of Menstrupedia.
The vision of Menstrupedia is to make sure that everyone in the country must be aware of menstruation and periods. Though the subject is considered taboo in India, Aditi came with a vision of creating awareness with a comic book touch in it.
How This Idea Originated
Aditi learnt about menstruation at the age of 9. She learned to be ashamed of her body. She learnt to stay unaware of periods to stay decent. This is when she got the idea to start a comic book to create awareness among people across the country. Aditi’s vision was to break the taboo of periods and ensure that the girls must be aware of periods.
Company’s Journey
After a successful crowdfunding effort, Menstrupedia was released in September 2014. The comic, which is aimed at girls aged 9 and up, has been integrated into the curricula of 70 Indian schools and has been translated into 11 languages. Aditi and Tuhin Paul (now her husband) started a Kickstarter campaign in 2013 to support the creation of an accessible illustrated comic book for girls, teachers, and parents to utilise as an educational resource.
USP In the Market
Since its release, Menstrupedia has received praise for its fact-based depiction of menstruation. As of December 2021, his Facebook page had 42,516 likes, and his Twitter account had 5,600 followers. The comic has been translated into 16 languages including Nepali and Spanish and is used in more than 250 schools in India.
Market size
Menstrupedia had revenue of 1 crore 15 lakhs with a profit of 31 lakhs. With 60% sale of the book and 40% of the sponsorship, the Menstupedia comic book is an eye-opener for those who want to create a start-up like this. In the episode of Shark tank India, Namita Thapar invested in Menstrupedia with Rs. 50 Lakhs and 20% equity. She got overnight fame after being telecasted on Shark Tank India.
How Company is Redefining the Market
According to a recent survey on Menstrual Hygiene Day, one out of every three students in South Asia was uninformed of menstruation before their first period, and just 2.5 percent of the same group recognised that menstrual blood came from the uterus. Now, a new generation of social entrepreneurs in the region is attempting to overcome the old taboo, with Gupta at the lead.
Feature Image Credit: Momspresso
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