Unicharm has created female-owned shops dedicated to selling its feminine hygiene products in rural India, in an effort to both nurture female business owners and encourage the use of feminine hygiene products in India. These stores are primarily located in rural areas in the northern part of India, which have few pharmacies or convenience stores.

In 2021, Unicharm started a collaboration with NGO Pure India Trust to launch Project Jagriti (meaning “to awaken”) in support of women residing in the rural regions of the country. Along with increasing awareness on the use of sanitary pads, the project aims to provide women in India’s rural areas with opportunities to obtain jobs and earn income, thereby promoting their financial independence.
 
This project began by conducting local research in 17 villages spanning 30 districts and two states in India to gain a better understanding of the situation surrounding these women. A baseline study was also conducted with over 1500 women and 10 female entrepreneurs were selected to operate these shops based on the results of these surveys. In June 2021, 10 shops were opened in the rural areas of the city of Sikar in the state of Rajasthan.

These shops sell a six-pack of Sofy-brand menstrual pads for 36 rupees (44 cents).  A woman operating one of these stores can earn around 2,000 to 3,000 rupees ($25-37)  a month in profit, according to Unicharm.

Currently, Sofy has a roughly 10% market share in Indian cities — but only about 4% in rural areas, where much of the population lives. Project Jagriti aims to give consumers in these regions sustainable access to menstrual products.
 
The project has expanded with the additional selection of 20 female entrepreneurs to each operate 20 shops in 30 villages in Sikar, Rajasthan, and in 20 villages located in the Bulandshahr district of Uttar Pradesh. An additional 50 women were selected in 2021 in the states of Rajasthan and Uttar Pradesh.
 
As part of this project, Unicharm is also promoting awareness of menstrual care for the women in these rural areas, where sanitary pads have only a 40% adoption rate and many girls are forced to stay home from school during their periods.  Through Project Jagriti, the company hopes to double the usage rate of sanitary pads to 80% by 2030.

India’s population is due to overtake China’s in 2023, meaning that internal demand has kept growing. The Indian market for female sanitary products reached $828 million in 2021, according to British data provider Euromonitor International — up more than 80% from 2016.