Tata Trusts Rewrites Period Narratives with Bold New Menstruation Campaign
Mumbai, Maharashtra, May 2025.In a bold departure from long-held societalnarratives, Tata Trusts hasunveiled a unique campaign to reframe how India understands menstruation. Every month, roughly 355 millionpeople in India menstruate. Yet, the subject remains shrouded in silence and shame and is linked to impurity, drawing societal stigma andburdened by age-old beliefs that link periods to fertilityand marriage.In fact, 71% of Indian girls are unaware of menstruation until they experience their first period.[i]For generations, this silence has shaped how menstruation is understood, reducing it to a marker of sexual maturity or the end of childhood, rather than recognizing it as a normal biological function.This campaign flips that narrative, invitingfamiliesto recognize menstruation for...
