Challenge

For many girls in Sri Lanka, menstruation begins with little understanding of what is happening to them. Research shows that 66 per cent of girls are unaware of menstruation before their first period, while 78.4 per cent experience anxiety when it begins.

The challenge continues beyond those early experiences. Regular sanitary napkin usage remains below 30 per cent, with affordability leading many women to rely on cloth as an alternative. Limited knowledge about menstrual hygiene, together with the stigma surrounding menstruation, can also make it difficult for women to manage their periods safely and hygienically.

The effects can extend into education and livelihoods. Girls may miss school because of menstruation-related challenges, while working women can lose two to three days of income each month, an impact that can be particularly significant for lower income households. Poor menstrual health practices and misconceptions can also be passed from one generation to the next.

What may begin as a lack of knowledge and access can therefore have much wider consequences, affecting a woman’s health, education, livelihood and ability to participate confidently in everyday life.

Solution

Fems, an initiative part of Hemas Consumer Brands’ broader commitment to improving health and wellbeing, and creating meaningful, lasting impact in the communities it serves. Fems recognised that improving menstrual health required more than access to sanitary products. Women and girls also needed the right knowledge, affordable choices and practical support to manage their periods with confidence and dignity.

In 2021, Fems launched Fems Aya, an affordable sanitary napkin range, alongside menstrual health education programmes across schools, plantations, universities, garment factories and workplaces. This work expanded in 2023 through the HER Foundation, with doctors and nurses providing education on menstrual hygiene, physical and emotional changes, and common myths and misconceptions.

Fems has also improved access through more than 200 sanitary napkin dispensers in workplaces, cafés and public spaces, while washroom facilities and the Purple Bin initiative support safer and more hygienic menstrual care and disposal.

Digital support is provided through FIO, a trilingual WhatsApp chatbot and free period-tracking app offering private guidance, expert information and access to medical advice.

Importantly, a portion of the profits from Fems Aya is reinvested into initiatives led by the HER Foundation, creating a model where business growth helps support continued social impact.