Center for Health Market Innovations (CHMI)

A program implemented by Proctor and Gamble in partnership with National Rural Health Mission, where P & G as a corporate social responsibility together is working with NRHM for providing better feminine hygiene practices in rural parts of Rajasthan. After extensive discussions it was agreed that there is a need for building awareness of better feminine hygiene practices in rural parts, working on affordability and equity and availability. Memorandum of Understanding (MoU) was signed between Proctor & Gamble and NRHM where in Proctor and Gamble would – i) Help provide content for knowledge enhancement on feminine hygiene to Accredited Social Health Activist. ii) Provide samples of communication material and training material for training and improving knowledge of ASHA and consumer. iii) Will provide Sanitary napkins manufactured by them with brand name “Whisper Choice” to ASHA who would educate promote and supply them to rural women at concessional price. iv) ASHA would be given incentive of Rs 50 for sale of 30 packs per months, and Rs 100 for who sell more than 80 packs. National Rural Health Mission (NRHM) Rajasthan would i) Print promotion material as per content provided by P & G. ii) Would conduct campaigns in mass media with messaging on feminine hygiene practices. iii) Would promote these programs in selected blocks in Rajasthan