The findings of this research have been published in the esteemed Journal of Social Marketing, in a paper co-authored by Prof. Priyanka Sharma, Department of Marketing, IIM Lucknow, alongside Dr. Rinku Sanjeev and Ms. Smriti Shukla from Symbiosis Centre for Management Studies, Noida, and Symbiosis International (Deemed University), Pune, India.

The findings reveal that emotional values play a significant role in shaping women’s attitudes toward menstrual cup adoption. Additionally, factors such as the desire for knowledge, price sensitivity, quality considerations, and environmental awareness greatly influence adoption intentions, say sources from IIM Lucknow.

Adopting menstrual cups in India can revolutionize feminine hygiene by promoting health, comfort, and environmental sustainability, reducing waste and infection risks for millions of women, said Prof Priyanka Sharma of IIM Lucknow.

It is a vital step toward empowering women with safer, eco-friendly choices. Prioritizing menstrual health is key to fostering well-being and dignity for women across the nation, said Prof Priyanka of IIM Lucknow.

Challenges

One of the major challenges of this study was addressing a topic that is often considered taboo in Indian society, say sources from IIM Lucknow.

Women are generally uncomfortable discussing menstrual health, making data collection difficult, say sources from IIM Lucknow.

However, as the research underscores, menstrual health is critical not just for individual well-being, but for larger societal development.

It also aligns with the UN Sustainable Development Goals—Goal 3 (Good Health and Well-being) and Goal 6 (Clean Water and Sanitation), say sources from IIM Lucknow.

The study contributes to these global objectives by paving the way for both theoretical and practical advancements in menstrual health, say IIM Lucknow researchers.

By emphasizing the emotional value of menstrual cups and showcasing their sustainable benefits, such as reducing environmental waste, marketing campaigns can be designed to encourage more women to make the switch.

Value-Attitude-Behavior

What sets this research apart is its application of the value-attitude-behaviour framework, an area that has seen limited exploration concerning menstrual cup adoption in developing countries.

This innovative approach not only enhances understanding of the barriers and motivators associated with menstrual cup use but also provides a solid foundation for future studies in this critical field.

Dedication

IIM Lucknow is dedicated to fostering research that addresses societal challenges and contributes to positive change. This study represents a significant step toward increasing awareness and acceptance of menstrual cups among women in India, ultimately promoting better health and environmental sustainability.

In 2005, IIM Lucknow expanded its area of influence in the realm of management education by becoming the first IIM to set up a satellite campus exclusively for Executive Education at NOIDA in Delhi NCR region.

Also Read – IIM Lucknow Sanrakshan 2024 focuses on great sustainability

IIM Lucknow is accredited by AACSB and AMBA while its EQUIS Accreditation is ongoing. The institute features in the prestigious FT -100 Top Global Business schools for both the 2-year Flagship PGP program and One-year IPMX Program.

It is also consistently ranked amongst top business schools in the NIRF Rankings. IIM Lucknow was the first IIM to start a 2-year full time MBA program in Sustainable Management 10 years back.

It also has a long-standing full-time MBA program in Agri Business Management. Throughout its last 40 years’ journey IIML has touched millions of lives through its academic programs, executive education programs, research, and consulting.

The centres for excellence at IIML including the Centre for Public Policy, Centre for Food and Agribusiness Management, Centre for Business Sustainability, Centre for Marketing in Emerging Economies, to name a few, regularly carry out evidence-based research and interventions in public policy and management practice.

Faculty of IIM Lucknow also feature in top 2% of global scientists for research output and impact.

The alumni of IIM Lucknow now occupy top positions in the world of business, public policy and in several other fields.

Situated in a city known for its cultural heritage, the campus is spread over more than 190 acres of beautifully landscaped area.

With its foundation in the city of “Tehzeeb”, IIM Lucknow inculcates human values and professional ethics in the students to help them make a positive impact not just on the nation but on a global platform.

IIM Lucknow has an ideal setup conducive to learning, accessibility and excellence.

Top IITs for Mechanical Engineering offer a comprehensive curriculum covering mechanical engineering fundamentals.

Top IITs for Mechanical Engineering are known for their innovative and entrepreneurial culture.

Top IITs for Mechanical Engineering offer various specializations within Mechanical Engineering.

Top IITs for Mechanical Engineering are a popular choice among students seeking a career in Mechanical Engineering.

Details about top IITs for Mechanical Engineering in India are mentioned below for the sake of the students:

IIT Bombay

IIT Bombay is one of the top IITs in India, offering a well-established Mechanical Engineering program.

The institute has a strong faculty and research opportunities, with a focus on innovation and entrepreneurship.

IIT Bombay has a comprehensive curriculum covering mechanical engineering fundamentals, with specializations in areas like Robotics and Automation.

The institute has strong industry connections, providing students with internship and placement opportunities.

IIT Bombay is known for its innovative and entrepreneurial culture, with many successful startups emerging from the institute.

The institute has a well-established incubation center, supporting startups and entrepreneurship. This is also among the top IITs for Mechanical Engineering.

IIT Madras

IIT Madras is a top choice for Mechanical Engineering students, with a well-established program and strong industry connections.

The institute offers various specializations within Mechanical Engineering, including Thermal Engineering and Design Engineering.

IIT Madras has a strong research focus, with faculty and students working on projects in areas like nanotechnology and biomechanics.

The institute has a well-established incubation center, supporting startups and entrepreneurship.

IIT Madras is known for its innovative and entrepreneurial culture, with many successful startups emerging from the institute.

The institute has a comprehensive curriculum covering mechanical engineering fundamentals. This is also among the top IITs for Mechanical Engineering.

IIT Delhi

IIT Delhi is a top IIT in India, offering a well-established Mechanical Engineering program. The institute has a strong faculty and research opportunities, with a focus on innovation and entrepreneurship.

IIT Delhi has a comprehensive curriculum covering mechanical engineering fundamentals, with specializations in areas like Robotics and Automation.

The institute has strong industry connections, providing students with internship and placement opportunities.

IIT Delhi is known for its innovative and entrepreneurial culture, with many successful startups emerging from the institute.

The institute has a well-established incubation center, supporting startups and entrepreneurship. This is also among the top IITs for Mechanical Engineering.

IIT Kanpur

IIT Kanpur is a top choice for Mechanical Engineering students, with a well-established program and strong industry connections.

The institute offers various specializations within Mechanical Engineering, including Thermal Engineering and Design Engineering.

IIT Kanpur has a strong research focus, with faculty and students working on projects in areas like nanotechnology and biomechanics.

The institute has a well-established incubation center, supporting startups and entrepreneurship. IIT Kanpur is known for its innovative and entrepreneurial culture, with many successful startups emerging from the institute.

The institute has a comprehensive curriculum covering mechanical engineering fundamentals. This is also among the top IITs for Mechanical Engineering.

IIT Kharagpur

IIT Kharagpur is a top IIT in India, offering a well-established Mechanical Engineering program.

The institute has a strong faculty and research opportunities, with a focus on innovation and entrepreneurship.

IIT Kharagpur has a comprehensive curriculum covering mechanical engineering fundamentals, with specializations in areas like Robotics and Automation.

The institute has strong industry connections, providing students with internship and placement opportunities.

IIT Kharagpur is known for its innovative and entrepreneurial culture, with many successful startups emerging from the institute.

The institute has a well-established incubation center, supporting startups and entrepreneurship. This is also among the top IITs for Mechanical Engineering.

IIT Roorkee

IIT Roorkee is a top choice for Mechanical Engineering students, with a well-established program and strong industry connections.

The institute offers various specializations within Mechanical Engineering, including Thermal Engineering and Design Engineering.

IIT Roorkee has a strong research focus, with faculty and students working on projects in areas like nanotechnology and biomechanics.

The institute has a well-established incubation center, supporting startups and entrepreneurship. IIT Roorkee is known for its innovative and entrepreneurial culture, with many successful startups emerging from the institute.

The institute has a comprehensive curriculum covering mechanical engineering fundamentals. This is also among the top IITs for Mechanical Engineering.

IIT BHU Varanasi

IIT BHU Varanasi offers a well-established Mechanical Engineering program with a strong faculty and research opportunities.

The institute has a comprehensive curriculum covering mechanical engineering fundamentals, with specializations in areas like Robotics and Automation.

IIT BHU Varanasi has strong industry connections, providing students with internship and placement opportunities.

The institute is known for its innovative and entrepreneurial culture, with many successful startups emerging from the institute.

IIT BHU Varanasi has a well-established incubation center, supporting startups and entrepreneurship.

The institute’s Mechanical Engineering program is accredited by the National Board of Accreditation (NBA). This is also among the top IITs for Mechanical Engineering.

IIT Guwahati

IIT Guwahati offers a well-established Mechanical Engineering program with a strong faculty and research opportunities.

The institute has a comprehensive curriculum covering mechanical engineering fundamentals, with specializations in areas like Thermal Engineering and Design Engineering.

IIT Guwahati has strong industry connections, providing students with internship and placement opportunities.

The institute is known for its innovative and entrepreneurial culture, with many successful startups emerging from the institute.

IIT Guwahati has a well-established incubation center, supporting startups and entrepreneurship.

The institute’s Mechanical Engineering program is designed to provide students with a strong foundation in engineering principles and practices. This is also among the top IITs for Mechanical Engineering.

IIT Patna

IIT Patna offers a well-established Mechanical Engineering program with a strong faculty and research opportunities.

The institute has a comprehensive curriculum covering mechanical engineering fundamentals, with specializations in areas like Robotics and Automation.

IIT Patna has strong industry connections, providing students with internship and placement opportunities.

The institute is known for its innovative and entrepreneurial culture, with many successful startups emerging from the institute.

IIT Patna has a well-established incubation center, supporting startups and entrepreneurship. The institute’s Mechanical Engineering program is accredited by the National Board of Accreditation (NBA). This is also among the top IITs for Mechanical Engineering.

IIT Indore

IIT Indore offers a well-established Mechanical Engineering program with a strong faculty and research opportunities.

The institute has a comprehensive curriculum covering mechanical engineering fundamentals, with specializations in areas like Thermal Engineering and Design Engineering.

IIT Indore has strong industry connections, providing students with internship and placement opportunities.

The institute is known for its innovative and entrepreneurial culture, with many successful startups emerging from the institute.

IIT Indore has a well-established incubation center, supporting startups and entrepreneurship. The institute’s Mechanical Engineering program is designed to provide students with a strong foundation in engineering principles and practices. This is also among the top IITs for Mechanical Engineering.

IIT Mandi

IIT Mandi offers a well-established Mechanical Engineering program with a strong faculty and research opportunities.

The institute has a comprehensive curriculum covering mechanical engineering fundamentals, with specializations in areas like Robotics and Automation.

IIT Mandi has strong industry connections, providing students with internship and placement opportunities.

The institute is known for its innovative and entrepreneurial culture, with many successful startups emerging from the institute.

IIT Mandi has a well-established incubation center, supporting startups and entrepreneurship. The institute’s Mechanical Engineering program is accredited by the National Board of Accreditation (NBA). This is also among the top IITs for Mechanical Engineering.

IIT Dharwad

IIT Dharwad offers a well-established Mechanical Engineering program with a strong faculty and research opportunities.

The institute has a comprehensive curriculum covering mechanical engineering fundamentals, with specializations in areas like Thermal Engineering and Design Engineering.

IIT Dharwad has strong industry connections, providing students with internship and placement opportunities.

The institute is known for its innovative and entrepreneurial culture, with many successful startups emerging from the institute.

IIT Dharwad has a well-established incubation center, supporting startups and entrepreneurship.

The institute’s Mechanical Engineering program is designed to provide students with a strong foundation in engineering principles and practices. This is also among the top IITs for Mechanical Engineering.

IIT Jammu

IIT Jammu offers a well-established Mechanical Engineering program with a strong faculty and research opportunities.

The institute has a comprehensive curriculum covering mechanical engineering fundamentals, with specializations in areas like Robotics and Automation.

IIT Jammu has strong industry connections, providing students with internship and placement opportunities.

The institute is known for its innovative and entrepreneurial culture, with many successful startups emerging from the institute.

IIT Jammu has a well-established incubation center, supporting startups and entrepreneurship. The institute’s Mechanical Engineering program is accredited by the National Board of Accreditation (NBA). This is also among the top IITs for Mechanical Engineering.

IIT (ISM) Dhanbad offers a well-established Mechanical Engineering program with a strong faculty and research opportunities.

The institute has a comprehensive curriculum covering mechanical engineering fundamentals, with specializations in areas like Robotics and Automation.

IIT (ISM) Dhanbad has strong industry connections, providing students with internship and placement opportunities.

The institute is known for its innovative and entrepreneurial culture, with many successful startups emerging from the institute.

IIT (ISM) Dhanbad has a well-established incubation center, supporting startups and entrepreneurship.

The institute’s Mechanical Engineering program is accredited by the National Board of Accreditation (NBA). This is also among the top IITs for Mechanical Engineering.

IIT Palakkad

IIT Palakkad offers a well-established Mechanical Engineering program with a strong faculty and research opportunities.

The institute has a comprehensive curriculum covering mechanical engineering fundamentals, with specializations in areas like Thermal Engineering and Design Engineering.

IIT Palakkad has strong industry connections, providing students with internship and placement opportunities.

The institute is known for its innovative and entrepreneurial culture, with many successful startups emerging from the institute.

IIT Palakkad has a well-established incubation center, supporting startups and entrepreneurship.

The institute’s Mechanical Engineering program is designed to provide students with a strong foundation in engineering principles and practices. This is also among the top IITs for Mechanical Engineering.

IIT (ISM) Dhanbad

IIT (ISM) Dhanbad offers a well-established Mechanical Engineering program with a strong faculty and research opportunities.

The institute has a comprehensive curriculum covering mechanical engineering fundamentals, with specializations in areas like Robotics and Automation.

IIT (ISM) Dhanbad has strong industry connections, providing students with internship and placement opportunities.

The institute is known for its innovative and entrepreneurial culture, with many successful startups emerging from the institute.

IIT (ISM) Dhanbad has a well-established incubation center, supporting startups and entrepreneurship.

The institute’s Mechanical Engineering program is accredited by the National Board of Accreditation (NBA). This is also among the top IITs for Mechanical Engineering.

Top IITs for Mechanical Engineering offer a comprehensive curriculum covering mechanical engineering fundamentals.

Top IITs for Mechanical Engineering have strong industry connections, providing students with internship and placement opportunities.

Top IITs for Mechanical Engineering are known for their innovative and entrepreneurial culture.

Top IITs for Mechanical Engineering have well-established incubation centers, supporting startups and entrepreneurship.

Top IITs for Mechanical Engineering offer various specializations within Mechanical Engineering.

Top IITs for Mechanical Engineering are renowned for their academic excellence and research opportunities

Also Read – Top 7 IITs For Management Courses in 2024: 2024 NIRF Ratings