In a significant move towards improving menstrual wellbeing among underserved communities, Flipkart Foundation and Goonj have launched Udaan: Empowered by Flipkart Foundation. The initiative will span across Assam, Karnataka, Odisha, and West Bengal, with a combined on-ground and digital outreach aimed at reaching over 500,000 individuals.
Designed around the Four-A framework — Access, Awareness, Affordability, and Action — Udaan seeks to break menstrual taboos and create community-led solutions through targeted awareness sessions and sustainable product access. The campaign includes 225 Chuppi Todo Baithaks (Break the Silence meetings), providing a safe space for women and adolescent girls to openly discuss menstrual health.
A unique aspect of the initiative is the distribution of Goonj’s MY Pads, eco-friendly cloth sanitary pads made from upcycled fabric, to more than 9,350 women in remote areas. These efforts address both menstrual hygiene and environmental sustainability, with cloth collection drives supporting pad production.
Sarah Gideon, Vice President – Corporate Affairs, Flipkart, said, “With Udaan, we’re not only addressing access but also ensuring that women have the agency to make informed choices and challenge stigma, regardless of their geography.”
The project is set to directly impact over 18,700 women and reach more than 56,000 indirectly, establishing a scalable model for menstrual health awareness rooted in dignity, sustainability, and grassroots leadership.
