A New White Revolution: Case Study of a Social Entrepreneur

Venugopal, Vasanti; Abhi, Shinu
October 2013
South Asian Journal of Management;Oct-Dec2013, Vol. 20 Issue 4, p144
Academic Journal
Case Study
After two years of painful and embarrassing study, followed by another four years of struggle Muruganantham succeeded in designing a machine that can manufacture low cost sanitary napkins for ...80,000 as against the machines now being used by MNCs like P&G, costing ...3.5 cr. Though initial market acceptance for these sanitary napkin making machines as well as penetration of sanitary napkin was very poor, a determined Muruganantham started selling napkins to women in the local area of Coimbatore. By 2009, the product became a success; and he has distributed more than 250 units in 18 states. With no inhibitions but holding deep convictions and tremendous passion for social change, he is truly a novelty in the conservative society. He sells the machines only to independent micro entrepreneurs and Self Help Groups (SHGs) by helping them to brand and sell these napkins to other poor women in rural and semi-urban areas. This according to him will lead to sustained livelihood, create awareness for women hygiene and make sanitary napkins affordable to them. He dreams of creating the next "white revolution". He has been turning down several offers to sell the patent for his machine. "I want my technology to benefit people. I am a social-entrepreneur, selling the technology directly to the underprevileged women to empower them". The challenges he faces are the penetration rate and reaching out to remote villages in India as against increasing manufacturing and marketing costs.


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