Mumbai: Paree Sanitary Pads, a home-grown brand by Soothe Healthcare has been actively working with real life women champions toward prioritizing menstrual health for women in India. This International Women’s Day, Paree Sanitary Pads extends its support to young female Indian athletes under #ChampionForChampions campaign. With this initiative, the brand celebrates and supports the sportsmanship of these young athletes who are passionate and poised to make it big in their respective sports.
With an aim to celebrate womanhood and open conversation around menstrual hygiene, Paree has created a digital film with an anthem with the female athletes and actress & brand ambassador Janhvi Kapoor.
Soothe Healthcare is a 'Spirit of Manufacturing' award-winning company engaged in manufacturing, distribution, and marketing of consumer hygiene products, is the parent company of feminine care brands Paree, as well as baby care brand Super Cute’s and adult care brand Super Life. Soothe Healthcare is constantly working towards making a positive impact in the community by bringing simple, affordable, and reliable healthcare products. Paree is the only brand in India to have US FDA registration (U.S food and drug administration).
Indiantelevision.com spoke to Shruti Kapoor, senior marketing manager, Paree Sanitary Pads by Soothe Healthcare on their new campaign, the initiative of partnering with women athletes and addressing the issues of menstrual hygiene
On the thought behind the Campaign #ChampionForChampions
We at Paree Sanitary Pads do not see ‘ChampionforChampions’ as just a campaign but rather an initiative that celebrates women champions from different walks of life. In our capacity, we want to honour, celebrate, and shine a light on their achievements and contribution to the society. By dedicating brand Paree’s offering to these real-life champions, we want to raise awareness on the important subject of Menstrual Hygiene, from one Champion to the other. Year on year, we want to make this initiative bigger to encourage women to make menstrual health a priority.
This year, we have joined forces with young women athletes and extended our support to them through a sponsorship program. We believe that sometimes all that a champion needs is the right support and through this association, we are not just helping these champions but also aim to encourage other girls and tell them that once you decide there’s nothing that can stop you from achieving your goals
On the USP of Paree
As a brand, Paree understands the many avatars of the modern Indian woman and the same is reflected in our products and communication both. Our products deal with real problems that women face during periods and we talk about it openly. Even in our brand initiatives we always take a progressive approach be it talking about PMS or encouraging women to prioritize their menstrual hygiene and wellness.
On Paree’s association with young female athletes
This International Women’s Day, Paree Sanitary Pads has joined hands with five female Indian athletes who are poised to make it big with their sheer grit and determination we at Paree want to help them achieve their goals.
Through this association with Sporting Ethos, Paree has extended its support to female athletes across different sports through a sponsorship program. Under this, the brand stands with five very talented and young female athletes: Narmada Nithin, who recently won Gold in ISSF Shooting World Cup in Cairo 2023, Shikha Yadav, a member of the Indian Senior Women's Rugby Team, Ruchi Yadav & Raziya Khan, represent Delhi in Sub Junior National Football Championship & Dolly Gola who is a Para athlete and has won two gold’s in Discus Throw. As a proud, young Indian brand we want to positively impact the lives of young aspiring women having one common goal to ‘Reach for the Sky’.
On dispelling the myth that menstruation being considered as an obstacle in women’s routine lives, especially when it comes to sports or achieving their dreams
Culturally menstruation has been a hushed-up topic in our society ridden with myths and lack of awareness. As mentioned earlier Paree has always taken a progressive approach towards period related communication be it through our products or initiatives. From talking openly about real problems that women deal with during period like Heavy Flow and our solution driven products to our TVC which gives a positive spin to the oft repeated remark use for girls – iske toh parr nikal aaye by showing the brand ambassador Janhvi Kapoor confidently owning her period by going ahead with her dance rehearsals and saying Haan mere par nikal aaye! Even when it comes to topical campaigns like Valentine’s, we have urged men to be a part of the period conversation.
We believe that more the volume of open and honest conversation around period and period related products the more confident the girls will feel to take period as a regular part of their lives and not something that holds them back.
On the other initiatives to be taken by Paree
We believe any initiative that is started with a good intent tends to go a long way. We introduced #ChampionForChampions back in 2020 for female police officers during the Covid phase and in the last 2 years the program has grown by leaps and bounds with Paree having reached out to 20000 female police officers across 65 cities. The voices that have joined us in this initiative are adding so much volume to the message of Menstrual Health Prioritisation that we feel humbled. When you work towards the right direction relentlessly, you are eventually joined by forces who will accelerate your purpose. Hence, we will work towards expanding ‘ChampionforChampions’.
Whatever initiatives we have taken so far and the ones we will work on in the future, it will always be with the intention of making menstrual hygiene a priority and positively impacting the lives of the women.
On the issues of menstrual hygiene among girl students studying in Government schools
Period Poverty is one of the major issues in India with less than 20 per cent women having access to hygienic menstrual protection and with very high rate of girls dropping out of schools due to lack of menstrual awareness. As a proud Indian brand, we understand the importance of raising awareness on this topic and are our continuously working towards this under our initiative PareeVartan.
Under PareeVartan we conduct various activities for making menstrual hygiene a priority. We recently adopted 100 schools in the state of Bihar to provide sanitary pads to the girls in these schools. Along with this the brand also hosts Menstrual Hygiene Awareness Programs in schools focused on menstrual wellness and good hygiene practices that one must follow. Apart from Bihar this initiative has now been extended to UP, MP and Rajasthan as well.
