Hygiene and You, an Indian entrepreneurial venture, retailed sustainable menstrual products such as menstrual cups and cloth pads. In December 2017, the business was not making profits because of slow growth and increasing competition in the sustainable menstrual product industry. Menstruation was a taboo topic in India and associated with deep-seated socio-cultural beliefs that severely inhibited marketing communication. In India, 88 per cent of menstruating women still used unhygienic menstrual products, and the Indian government actively promoted disposable sanitary napkins to encourage women to shift to a hygienic alternative. The company's founder had to decide on expansion strategies to make the business profitable while passionately advocating sustainable menstruation practices.

Hygiene and You, an Indian entrepreneurial venture, retailed sustainable menstrual products such as menstrual cups and cloth pads. In December 2017, the business was not making profits because of slow growth and increasing competition in the sustainable menstrual product industry. Menstruation was a taboo topic in India and associated with deep-seated socio-cultural beliefs that severely inhibited marketing communication. In India, 88 per cent of menstruating women still used unhygienic menstrual products, and the Indian government actively promoted disposable sanitary napkins to encourage women to shift to a hygienic alternative. The company’s founder had to decide on expansion strategies to make the business profitable while passionately advocating sustainable menstruation practices.