The menstrual hygiene category in India has come leaps and bounds from where it was when SafeHer was launched in 2018. Periods was something no one talked about openly and advertising about menstrual hygiene products was unheard of. Since then, Indian women have changed from being almost completely cloth users to about 50% of them (in urban areas) now using pads. And, SafeHer has been at the head of the charge to drive this change.