After the Covid-19 pandemic tightened its grip on India in 2020, causing a lockdown, the government took action to make sure that every resident had access to necessities. Nevertheless, sanitary napkins, a necessary item, were left off the list. As a result, Niine, a manufacturer of high-quality yet reasonably priced menstruation and personal hygiene products, launched an innovative campaign to advocate for the inclusion of sanitary napkins on the list of necessities. The government updated its list as a result of the campaign. Amar Tulsiyan, the founder and CEO of Niine Personal Hygiene, made a deliberate effort to fight for the inclusion of sanitary napkins in the list.
Working for this cause was nothing new for Tulisiyan. Even before he introduced the Niine brand, he had started the Niine movement in 2016. "I was sensitized about the issue of menstrual hygiene because of all the women who have been a part of my life. Even today, a vast majority of the women in India do not have access to affordable menstrual hygiene products. Let alone access, there is an acute lack of awareness around it, even among women. When you try to start a conversation around it, the societal taboos come in between. I felt strongly that I had to do something about it, and this is the reason I started the Niine movement," said Tulsiyan.
Niine is a brand.
With the intention of enhancing Indian women's sanitation and hygiene, Niine Personal Hygiene was founded in 2018. Niine soon gained notoriety by concentrating on making the best period hygiene products suitable for Indian women. In order to keep product prices low while providing customers with the optimum user experience, the company refined its product line over the course of two years of pre-launch study. For the job he has been performing in this field, Amar Tulsiyan has received recognition on a number of times.
He was given the prestigious Partner in Health Award at the 2018 International Women's Health Summit by the FOGSI (Federation of Obstetricians and Gynecologists of India), which is a sign of his commitment to the cause of women's hygiene.
Tulsiyan was raised in the Uttar Pradesh town of Gorakhpur. But in the family firm, he got practical business training. He enjoyed coming up with business concepts when he was young that could also help with problems he observed in the world. He started learning about his family's petroleum business when he was 16 years old, and by the time he was 20, he was already working in the textile industry. He gained the practical knowledge he needed to pursue his business goals as a result.
At the same time, there existed a sizable untapped market for menstrual hygiene supplies. Tulsian wasn't one to back down from a challenge, thus the fact that there were only two major participants in this segment also drew him in. The seeds of Niine's voyage were planted by this confluence of variables. "There are very few businesses which be so useful and yet make business sense. Affordable menstrual hygiene products have far-reaching consequences for women in India. Lack of it restricts their mobility, personal choices and even attendance in school and participation in community life," he says.
