- Menstrual health literacy among girls improves by 32%, with a 57% drop in belief that menstrual blood is ‘Unclean’
- 36% more boys are comfortable buying menstrual products, and 88% of Anganwadi Workers are now public advocates
Mumbai, May 27, 2025: In a powerful sign of changing times, Ujaas, an initiative of Aditya Birla Education Trust, founded by Advaitesha Birla, working in the space of menstrual health and hygiene management, recently released findings from its Ujaas Impact Report 2024–25. The report, based on the analysis of the study collected from different stakeholders’ engagements across 14 districts in Maharashtra, reveals that 94% of adolescent girls in Maharashtra now feel confident to challenge myths around menstruation. Released on World Menstrual Hygiene Day, the study captures a powerful cultural shift where young minds of all genders boldly break the silence and confront taboos that have silenced generations of women in India, while also empowering women through employment opportunities and driving meaningful impact across Indian society.
The survey covered over 1.9 lakh individuals across rural and urban Maharashtra, including adolescent girls, boys, NSS (National Service Scheme) students, and Anganwadi workers. The findings indicate a measurable transformation in knowledge, confidence, and behaviour. Among adolescent girls, menstrual health literacy improved by up to 32%, and 89% can now correctly identify hygiene products, a 42% jump post-interventions from Ujaas. More importantly, there was a 57% reduction in the belief that menstrual blood is unclean, showing a deep change in self-perception and dignity.
Boys, too, showed significant progress, where 91% now understand puberty-related concepts, and 36% reported increased comfort in buying menstrual products. More than one-third of boys now believe it’s important for them to learn about menstruation, pointing to a promising shift in the attitudes of males in rural settings and a promising shift in attitudes of males in rural settings. Once hesitant to mention menstruation, Anganwadi workers now play the role of community advocates. Data shows 88% of Anganwadi workers feel confident addressing menstrual hygiene in public meetings, and 80% are comfortable discussing menstruation with male family members, a 36% increase from previous years. These outcomes highlight the growing impact of Ujaas’s engagement with community stakeholders to drive awareness and behaviour change at the grassroots level.
“Menstruation should never be a barrier to education, dignity, or independence — yet, even today, nearly 1 in 5 adolescent girls in India drop out of school due to period stigma and lack of access to menstrual products. At Ujaas, we are changing this reality by standing firmly on our three pillars: awareness, access, and sustainability. By giving girls free sanitary pads, busting myths through education, and championing eco-friendly practices, we are helping them manage their periods with pride, not shame. The numbers speak volumes — a 32% rise in menstrual health literacy, a 57% drop in the belief that menstrual blood is unclean, and 94% of girls in Maharashtra now confident enough to challenge deep-rooted myths. This is not just progress — it is a revolution. Through Ujaas, we are building a future where girls can grow without limits, boys become allies, and communities become safe spaces. We are rewriting the menstrual narrative into one of empowerment, equality, and lasting impact.”— Poonam Patkar, Head of Ujaas
Since its inception in 2021, Ujaas has reached over 5.9 lakh individuals, distributed more than 4.9 million free sanitary pads, and conducted over 18,000 awareness sessions across Maharashtra. Its Menstrual Health Express has travelled 10,000 kilometres, engaging communities across 25 states and 106 cities. Alongside its education and outreach efforts, Ujaas is also fostering economic empowerment through women-led, sustainable cloth pad manufacturing units, beginning with the successful launch of its first unit in Jalna. Looking ahead, Ujaas aims to scale its impact by expanding its reach across more districts and cities in Maharashtra strengthening its commitment to enhancing access, generating employment, and promoting eco-friendly menstrual solutions at the grassroots level. Additionally, plans are underway to extend its initiatives to three more states, broadening its influence and driving sustainable change.
About Ujaas
Ujaas, a transformative initiative under the stewardship of the Aditya Birla Education Trust, is committed to fostering positive change and empowerment in the space of menstrual health and hygiene management. With an unwavering focus on driving awareness, breaking stereotypes and myths and contributing to social development in the space of menstrual health and hygiene, Ujaas epitomizes the Aditya Birla Education Trust ethos of contributing meaningfully to society.
Driven by a relentless pursuit of excellence, Ujaas leverages the values, resources, and expertise of the Aditya Birla Education Trust to create a lasting impact. By implementing awareness workshops distribution of free pads, Ujaas serves as a beacon of progress and inclusivity.
Guided by the visionary principles of the Aditya Birla Education Trust, Ujaas embodies the belief that sustainable change begins at the grassroots level. Through collaborative efforts, strategic partnerships, and a deep-rooted commitment to uplift communities, Ujaas aspires to make a significant difference in the lives of underprivileged girls and society at large.