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.

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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.

This collaboration agreement seeks to capitalize on the strengths of both institutions, broadening the learning experience for students enrolled in the Bachelor of Science (BS) programs at IIT Madras and undergraduate programs at IIT Palakkad.

To date, over 30,000 students are actively participating in this program, fostering a vibrant and interactive learning community, say sources from IIT Palakkad.

Director of IIT Madras

Welcoming this collaboration, Prof. V. Kamakoti, Director, IIT Madras, said IIT Madras is committed to reach quality education to every deserving student in our country. This initiative with IIT Palakkad is a very significant step towards reaching the goals.

We are enthusiastic about mentoring these bright minds. Our courses and internships have a strong emphasis on hands-on learning and innovation, said director of IIT Palakkad.

This collaboration with IIT Madras will build a robust foundation that equips students with the skills, insights, and networks they need to excel, he said.

Key features

The key features of this collaboration include:

Ø Credit Transfer from IITPkd Courses: IIT Madras BS (Data Science and Applications) students who meet the eligibility criteria can fulfil their credit requirements by taking courses at IIT Palakkad, promoting an exchange of academic resources and expertise.

Ø Access to IIT Madras Courses for IIT Palakkad Students: The MoU allows undergraduate students at IIT Palakkad to enrol in courses on Data Science and Programming from the IIT Madras BS program, ensuring equitable access to these cutting-edge skills.

Ø Support for Additional Initiatives: The collaboration will also facilitate student exchange programs, internship opportunities, and other joint initiatives.

Commitment

This collaboration between IIT Madras and IITPkd highlights the commitment of both institutions to enrich student experiences through cross-disciplinary exposure, practical learning, and research opportunities.

It aims to create a robust academic ecosystem that utilizes the expertise and infrastructure of both IITs.

Collaboration

IIT Madras has been collaborating with other leading institutions in the country to provide in-person learning opportunities for final-year students in the BS program.

IIT Gandhinagar, IIIT Hyderabad, and Chennai Mathematical Institute (CMI) have already made their campus courses available to eligible students from the IIT Madras BS (Data Science) degree program.

About IIT Palakkad

Established in 2015, the Indian Institute of Technology, Palakkad is dedicated to creating an environment that enables students and faculty to engage in the pursuit of knowledge, to dream, think, and innovate thereby becoming change agents for a better world.

Having begun with just 120 students in July 2015, IIT Palakkad has since grown into an establishment that is about a thousand students strong and with the best manpower in key positions.

IITPkd aims to become a multi-disciplinary institution with 5000 students by its 10th year. The Institute recognizes collective growth, in collaboration with industry and other academic institutions, as the need of the time and emphasizes blue-sky research and directed research as two essential pillars of technology development.

The Institute embraces a vision to be a leader in cross-disciplinary inquiries, and to contribute to the potential that India’s demographic dividend represents for the country and the world, which is embodied in the motto of the institute “Nurturing minds for a better world”.

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