Challenge. Create. Change.

Summary

This video highlights the journey of a couple who founded FeFe in August 2020 to address the stigma and lack of awareness surrounding menstruation and menstrual cups. The founders share their motivation, sparked by witnessing the distressing conditions faced by waste workers during the 2020 lockdown. They emphasize the importance of open conversations about periods and the safe use of menstrual cups. With strong partnerships and a focus on customer education, they aim to make period talk the new normal and reach 5 million customers in the next three years.

Takeaways

• 🩸 Women do not talk openly about periods due to strong stigma, regardless of location.
• 🚮 During the 2020 lockdown, workers had to handle unsanitary waste, highlighting the need for better menstrual hygiene practices.
• 💡 The real issue is not the menstrual products themselves, but the lack of awareness and the stigma surrounding them.
• 🗣️ The initiative aims to make open discussions about menstruation and related topics, like menstrual cups, the new normal.
• ❓ Common misconceptions about menstrual cups include concerns about insertion, urination, and virginity.
• 🛑 The goal is not just to sell menstrual cups, but to bridge the gap in awareness and education about menstruation.
• ❤️ The brand, FeFe, was launched in August 2020, focusing on menstrual health and awareness instead of traditional wedding planning.
• 📈 Despite initial doubts, the brand has grown significantly, reaching close to 300,000 customers.
• 🌐 The brand initially targeted Tier 2 and beyond markets, partnering with Flipkart due to its deep market penetration.
• 🎯 The goal is to reach 5 million customers within the next 3 years, with Flipkart as a key contributor to this journey.

Q & A

What is the main issue discussed in the script regarding menstrual cups?

The main issue discussed is the stigma and lack of awareness surrounding menstrual cups, which hinders their widespread adoption despite their benefits.

What prompted the speakers to focus on menstrual awareness and the use of menstrual cups?

The speakers were prompted by a distressing situation during the 2020 lockdown, where workers had to handle old sanitary pads without proper protection, leading them to realize the need for better menstrual hygiene solutions like menstrual cups.

How did the founders approach the stigma surrounding menstrual cups?

The founders tackled the stigma by openly discussing topics like menstruation, safe sex, and menstrual cup usage, aiming to normalize conversations around these subjects.

What were some of the common concerns people had about using menstrual cups?

Common concerns included questions about where to insert the menstrual cup, whether one can urinate while using it, and if it affects virginity.

Why did the founders decide not to be just another brand selling menstrual cups?

The founders wanted to address the root problem of lack of awareness and education rather than simply selling the product, aiming to create a more informed customer base.

What role did Flipkart play in the growth of the brand?

Flipkart played a significant role as a partner, helping the brand reach a wider audience, especially in non-metro areas, contributing to a large portion of their monthly orders.

How did the founders perceive the initial skepticism from their friends about the product's potential?

The founders remained confident despite skepticism, using it as motivation to prove the potential of their product as they grew from 100 to nearly 300,000 customers.

What was the strategy behind launching the brand's products?

Each product was launched with the intent to make women's lives easier and more convenient, starting with the menstrual cup and sterilizer.

What is the long-term goal of the brand in terms of customer reach?

The brand aims to reach at least 5 million customers in the next three years, with Flipkart expected to play a major role in achieving this goal.

What message do the founders want to convey to others regarding making a change?

The founders encourage others to believe that anyone can bring about change, just as they did, by addressing important issues and offering solutions.