Towards a #PeriodFriendlyWorld:
The Impact of the Private Sector on Menstrual Hygiene Management in Ethiopia.
Author: Fana Abay, Marketing and Communications Director, PSI Ethiopia
Menstrual Hygiene Management is a monthly challenge for billions of women and girls worldwide. The World Bank reports that over 500 million women and girls worldwide lack access to essential menstrual products and adequate hygiene facilities. Ethiopia also mirrors this global problem. Despite increasing awareness, 75% of women and girls cannot access affordable sanitary products. This deprivation forces them to manage their periods with limited dignity, severely impacting their health, education, and overall well-being.
This story highlights how PSI Ethiopia’s USAID Transform WASH Activity (T/WASH) is driving positive change by implementing menstrual hygiene management (MHM) initiatives within the private sector. By employing market-based sanitation techniques and collaborating with local businesses, T/WASH is developing comprehensive MHM solutions that have a tangible impact.
This approach has achieved remarkable results by partnering with local manufacturers of reusable hygiene products and incentivizing wholesalers and retailers to distribute MHM products, especially in remote rural communities. The T/WASH network of over 500 business partners has sold more than 15,750 reusable sanitary products, empowering women and girls to manage their periods with dignity.
A practical example of these efforts is the journey of T/WASH business partner Dhol Ahmed. Originally from Degahbur in the Somali region of Ethiopia, Dhol Ahmed opened her sanitation business, including menstrual hygiene products, six years ago. With the support of Mohamed Osman, the Transform WASH manager in the Somali region, Dhol realized her entrepreneurial potential. She identified the urgent need for sanitation and menstrual hygiene products for women and girls and launched her business to address this critical demand.
“As a woman, I understand where the needs of women mostly exist. I saw the need for women to receive menstrual hygiene products in a dignified way, and that’s when I decided to run this business.”
Starting the business came with challenges. Dhol needed help finding a reliable, high-quality manufacturer of reusable pads while also mobilizing the community. Many women were initially unaware of the importance of menstrual hygiene, and cultural misconceptions further complicated acceptance. Dhol invested in 50 MHM pads to overcome these hurdles and distributed some for free to demonstrate their quality and relevance. She organized community workshops and one-on-one consultations to educate women and girls about menstrual hygiene. Through these sessions, she addressed cultural misconceptions, provided practical usage instructions, and highlighted the health benefits, helping her customers understand and embrace the products.
“At the beginning, most women didn’t know the importance of menstrual hygiene. There was a rumor that these materials weren’t suitable for cultural reasons. I had to encourage women and provide free services and consultations to show them the quality and importance of these products.”
USAID Transform WASH’s support has been instrumental in Dhol’s success. T/WASH provided capacity-building and advocacy support to enhance her counseling, marketing, sales, and business management skills. T/WASH also facilitated the installation of billboards and provided educational materials to raise awareness about menstrual hygiene among Dhol’s customers.
Since its inception, Dhol’s business has seen a remarkable increase in demand for MHM products. Initially, she sold 50 pads; today, she sells 160 pads every two weeks. Dhol sources products from wholesalers such as NUURA in Jigjiga and occasionally from cities like Addis Ababa and Harar to ensure an uninterrupted supply. Community awareness about the importance of MHM has increased, and women and girls are actively seeking her products. Dhol has also opened a store for women and girls to ensure discretion and offers home deliveries to maintain privacy.
“Girls now have easy access to menstrual hygiene products. Some are too shy to buy them publicly due to cultural norms, so I provide a private place for them to purchase and even offer home deliveries. This has made a significant difference in their lives.”
Dhol’s business has impacted her community by providing women and girls access to essential hygiene products and improving their quality of life. With over 5,282 reusable hygiene products sold in the last four years alone, she holds the record for MHM product sales among T/WASH business partners. Her journey inspires other retailers to consider starting an MHM business. It illustrates the importance of commitment, business acumen, and dedication to women’s health.
“I encourage other retailers to start in the MHM market, but with careful planning. Understanding your customers and committing to the business is essential. Women and girls are the end users, and their needs and preferences should be prioritized.”
This inspiring story shows the enormous potential of the private sector in creating a #PeriodFriendlyWorld in Ethiopia. As we celebrate Menstrual Hygiene Day 2024, let us remember the power of the private sector. By harnessing the strengths of the private sector with non-governmental organizations and local communities, we can ensure that every woman and girl in Ethiopia has access to the resources and education she needs to manage her menstruation with dignity and confidence.
