Mumbai: Global brand and customer experience agency VMLY&R has announced Tea Cycle, an innovative initiative in partnership with Unipads and Tea Promoters India, aimed at shattering taboos surrounding menstruation in India.
The Tea Cycle is a unique guide in the form of a menstruation calendar that educates women about the different stages of their cycle. With valuable insights into the body's changes through the month, the box also offers specially crafted tea blends to address the symptoms experienced on each day. From anti-inflammatory teas for pain relief to blends specifically formulated to ease period cramps, Unipads and Tea Promoters India offer a holistic approach to women's education and well-being during menstruation.
VMLY&R and Unipads partnered with Manav Sadhna, a non-government organization (NGO) working to serve rural families, to distribute the product and spread awareness in community schools and centers in Western India. Information sessions were conducted to create open conversations around menstruation. Village-level representatives were also trained to answer questions and further raise awareness.
VMLY&R India chief creative officer Mukund Olety said, “With Tea Cycle, we aim to create awareness among women and break long-standing taboos. After making a significant impact with our first initiative with Unipads, Adeli, we are proud to partner with them again, to continue our quest of creating open dialogue around menstruation.”
Unipads founder Geeta Solanki said, “Even in today’s age, menstruation is seen as a taboo subject. A lot of women have little or no understanding of periods and as a result, they don’t know how best to deal with them. Our innovative Tea Cycle calendar not only raises awareness, but also informs and guides women through each day of their cycle and the biological changes that take place. And the best is that it happens when they are relaxed and open to conversation, i.e. during teatime.
“It is a kit to discover with parents, partners, friends, and classmates and break beliefs that put their physical and mental health at risk. Greater awareness among women and girls also empowers them to have a healthier life.”
The campaign has successfully launched reached nearly 7,000 women in rural India via awareness sessions and aims to reach over 150 villages in phase 1.
Tea Cycle followed a successful collaboration between VMLY&R and Unipads in 2022, on Adeli, an initiative to debunk myths and change mindsets and policies. In Gujarat, menstruating women are called Adelis. Following age-old customs, Adelis are not allowed to cook during their periods, which results in them losing more than 21 per cent of their income. VMLY&R and Unipads launched a taboo restaurant— where Adelis cooked for politicians, restaurant owners and influencers. The project made real impact, with over 1400 businesses transforming their policies to allow Adelis to work, month-round.
