Beyond Blood: Mahina Launches India's First Report on the Invisible Mental Load of Menstruation
Drawn from the lived experiences of over 1,000 menstruators across eight major cities, aged between 18-45 years, the report unveils a rarely measured truth known to women: Every cycle brings not just blood but an unspoken mental load carried in silence. The emotional strain, disrupted routines, and the pressure to 'push through' without complaint- a critical yet long-ignored dimension of menstrual health has been finally acknowledged through the findings of this report.
Beyond Blood: Mahina Launches India's First Report on the Invisible Mental Load of Menstruation
While conversations around menstruation have long focused on rural access, hygiene, and age-old taboos, Mahina's new report shifts the spotlight to an often-ignored reality: the urban menstruator. It uncovers critical gaps in awareness, product design, and support-bringing to light the invisible mental load that comes with managing a period every month, for 30 to 40 years of a woman's life.
Speaking about the report Natasha Jamal, Founder of Mahina said,'For too long, the mental load of menstruation has been normalised and ignored. This report is Mahina's way of saying: we see it, we measure it, and we're done accepting silence as the standard. We've always talked about periods in terms of blood. But what no one talks about is everything else, the planning, the pretending, the emotional weight. With this report, we wanted to name that invisible labour and finally give it the recognition it deserves.'
To view the full report, click here; Summary of the report given below:
Report Summary
What Every Period Truly Demands
Menstruation is more than a biological function-it's a recurring experience that demands ongoing adjustments. Yet, much of this burden remains unseen, unheard, and unacknowledged.
62% of menstruators reported masking their period symptoms to appear 'normal' in professional and social settings.
73% said they are impacted by hormonal and emotional changes during their period but feel compelled to underplay
Only 3% of menstruators report making no changes during their cycle. The remaining 97% adjust and adapt their lives every month to accommodate menstrual symptoms-physically, emotionally, or logistically. Nearly 3 in 4 women experience a week of routine disruption and hidden labor every month.
â
The First Period Comes with No Manual
A generational influence often shapes how young women navigate their menstrual cycles, yet remains largely unspoken – despite more open conversations today, the first period is still marked by anxiety, confusion, and frustration.
76% of menstruators felt the emotional weight of their periods at 8-14, on the onset of their 1st cycle
While 73% were introduced to menstruation by their mothers , 4 in 5 still felt unprepared for their first period.
Half of menstruators say they felt excluded by family during their periods, and 2 in 3 say men expect them to manage it quietly.
The Physical and Mental Load
The mental load shapes how menstruators speak, sit, sleep, and move.
Leak anxiety is a major contributor to menstrual stress: 72% use extra protection during their period, yet 67% still experience leaks.
38% wake up in the middle of the night to check or change menstrual products.
Many resort to layering or using multiple products simultaneously.
Emotionally, 64% feel ' unlike themselves ' during PMS, and 58% dread their periods due to unpredictability.
Among women aged 25-30, 2 in 3 experience heightened daytime anxiety about leaks
Amongst this 3 in 5 sit or move cautiously in public during their periods.
Remarkably, 1 in 4 respondents said they would prefer to skip their period entirely, highlighting how burdensome and disruptive the experience can be.
How Modern Menstruators Have Adapted
What menstruators want isn't more-it's getting the basics right.
56% prioritize comfort and flexibility as their most urgent needs, followed by leak-proof protection and skin-friendly materials.
In the absence of institutional support, menstruators are creating their own systems of care: 74% carry period products not only for themselves but also for friends, colleagues, and even strangers -a quiet but powerful culture of mutual support.
Additionally, 1 in 3 use digital tools like cycle trackers and mental wellness apps to better manage their periods.
â
Additionally, an interesting insight from the report also revealed a complex duality in society today: while 1 in 2 respondents believe period pain is real, yet underestimated and 53% support open conversations, deep-rooted biases continue to persist. More than half still view period blood as impure; 55% think periods should last exactly five days; and 71% believe delaying a period with medication is harmful. These conflicting attitudes-often held by the same individuals-show there is no singular narrative, only recurring patterns of silence and stigma. It is in this quiet tension between progress and taboo that the real story of menstruation unfolds.
In summary, the report highlights key gaps that must be addressed to raise awareness and drive a period revolution – one that challenges taboos, demands safer and more inclusive products, and reclaims the narrative around menstruation. The goal isn't just to create products that do the job, but to innovate with purpose and ease the mental and emotional burden that menstruators carry every month
Mahina is deeply committed to leading this change, not just by innovating smarter, more supportive period care but by actively working to reduce the mental load menstruators face. Through this report, Mahina hopes to ignite a much-needed conversation around dignity, design, and the future of rural well-being.
About Mahina
Made in India and rigorously tested, Mahina is the country's first brand offering bonded, leak-proof, absorbent period underwear, setting a new standard in menstrual care with a focus on comfort, performance, and sustainability. Aimed at transforming the period experience, Mahina provides meticulously engineered, reusable, and planet-friendly products personalized for every flow. Crafted with real Indian bodies and lifestyles in mind, Mahina blends form and function: a sleek, stitch-free gusset, four absorbency levels, and reusability for 100 washes. More than just a product, Mahina is a movement that champions body positivity, empowers informed choices, and advocates for menstrual equity.
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Mint
4 days ago
- Mint
It's time to normalise the conversation around menstrual mental load
Cramps, mood swings, food cravings and more, periods come with a horde of symptoms. If it's anxiety and depression for some, it's headaches and acne for others. Yet, periods and the mental load that accompanies it is never really discussed. A report released by period panty brand Mahina, Beyond Blood: The Unseen Burden of Every Cycle in May, states that with every cycle, not only do women feel the cramps and changes in mood, they also experience a mental load, an emotional strain, that is often carried in silence. The report surveyed 1,000 menstruators across eight major cities, aged between 18-45 years. The mental period charge is the often unwritten emotional expense that women's periods cost them, says Dr Prachi Sarin Sethi, senior obstetrician, gynaecologist and laparoscopic surgeon, Motherhood Hospitals, Gurgaon. As Sethi explains, it's bigger than tolerating physical symptoms like pain or fatigue. 'It's the emotional expense of planning life according to a fluctuant cycle, ignoring the pain at the workplace and social spaces, and experiencing hormone fluctuations which have the potential to impact mood, confidence, and attention. It includes a silent arithmetic where one learns how it's possible to 'perform normally' when one feels far from it." 'Period mental load is an often unacknowledged burden that women carry every cycle. It's the constant mental effort of planning, adjusting, and worrying about leaks, and yet, no one sees it. The silence (masking symptoms to appear 'normal') is deeply ingrained in how we view periods; it's time we change the narrative and give women the space to be honest about their experiences," says Natasha Jamal, founder of Mahina. Citing data from the report conducted by her company, Jamal says, '2 out of 3 women feel like men expect them to hide the physical and mental toll of menstruation, even if they share a close relationship." 'When I first got my periods, they weren't a huge deal apart from the cramps. But over time, the mood swings kicked in, and now they hit hard. Today, I can tell by when I'll be getting my periods as even the smallest things – the tiniest sound, a comment, a glance – get under my skin," says Sony Anand, a 35-year-old Kochi-based IT professional. Pointing out to memes that make light of things with lines like, 'I know my period's coming when everything my husband does annoys me", Anand rues, 'We might laugh it off but it's really not funny when you're experiencing it. It's messy, overwhelming, and no one really talks about how draining it is." A 2024 study by Mpower Minds, a mental health organisation and Ujaas, a menstrual health initiative by the Aditya Birla Education Trust, that spoke to over 2,400 women revealed that 55 percent women had trouble focusing on or completing work and other everyday chores while on their periods. Poonam Patkar, head of Ujaas says, 'To me, the period mental load is the invisible burden that menstruators feel. It's a constant calculation of: 'Do I have enough pads for the day?" 'What if there's a stain?" 'Can I ask someone for help without feeling ashamed?" 'Should I speak up about my pain, or just push through like always?"" Patkar talks of interactions she has had with young girls and women about the lack of conversations and support around them during their cycles. 'Young girls, especially during their first few cycles, express a deep sense of fear, confusion, and self-consciousness. There's the normalizing of this strain—how so many women shrug off their discomfort as just part of being a woman. That silent acceptance, passed on from one generation to the next, is a reflection of how deeply embedded this mental load is in our lives," she notes. Despite increased awareness, silence around menstruation persists across cities, classes, and generations, says Payel Chakraborty, psychologist at Mpower Minds. 'Women may hesitate to talk about period struggles, fearing it will be seen as a sign of weakness or an excuse. The workplace, in particular, rarely offers psychological safety around these topics, reinforcing the need to mask pain and fatigue." Menstruation is a fundamental part of life for at least 50 per cent of the population. Yet, it is treated as something shameful and taboo. The struggle is real, says Jamal, sharing staggering statistics from the research conducted by her company– 41% women avoid long-distance travel while on their periods, 38% wake up in the middle of the night just to change products, and for 34%, social interactions are reduced. 'PMS (premenstrual symptom) or PMDD (premenstrual dysphoric disorder) can significantly affect the mental health of a woman, which can trigger mood swings, depression, anxiety, feeling lonely etc. Many women also feel a bit disconnected at this time, and here the role of her support group also matters, whether her partner, family, friends understand her situation, are aware of this and do something to minimize their experience," Sethi adds. This quiet pressure on women to be 'resilient" to the point of invisibility normalizes suffering and pushes menstruators to ignore their bodies rather than listen to them. 'Women shouldn't hesitate talking about it," says Patkar adding that at Ujaas, 'one of our goals is to create space for these conversations—to say out loud what so many feel." Recalling a time when she wanted to just curl up and rest, but forced herself to sit through long hours and work, 'pretending everything was fine because talking about periods felt almost embarrassing," Neha Badlani, a 39-year-old Mumbai-based PR professional believes it is high time safe spaces were created where women can vocalise that they aren't okay while on their period and be heard. 'The shift needs to start now with more women speaking up." The Mahina report talks about the need to raise awareness and drive a period revolution — one that challenges taboos, demands safer and more inclusive products, and reclaims the narrative around menstruation. The goal, as the official statement notes, 'isn't just to create products that do the job, but to innovate with purpose and ease the mental and emotional burden that menstruators carry every month." Sumitra Nair is an independent journalist based in Kochi.
Business Standard
04-06-2025
- Business Standard
Beyond Blood: Mahina Launches India's First Report on the Invisible Mental Load of Menstruation
NewsVoir Bengaluru (Karnataka) [India], June 4: Mahina, a purpose-driven period care brand, announced the release of a groundbreaking comprehensive report on the World Menstrual Day titled "Beyond Blood: The Unseen Burden of Every Cycle." With this report, the brand shifts focus to a new frontier - the invisible labour menstruators face every cycle. Drawn from the lived experiences of over 1,000 menstruators across eight major cities, aged between 18-45 years, the report unveils a rarely measured truth known to women: Every cycle brings not just blood but an unspoken mental load carried in silence. The emotional strain, disrupted routines, and the pressure to "push through" without complaint- a critical yet long-ignored dimension of menstrual health has been finally acknowledged through the findings of this report. While conversations around menstruation have long focused on rural access, hygiene, and age-old taboos, Mahina's new report shifts the spotlight to an often-ignored reality: the urban menstruator. It uncovers critical gaps in awareness, product design, and support--bringing to light the invisible mental load that comes with managing a period every month, for 30 to 40 years of a woman's life. Speaking about the report Natasha Jamal, Founder of Mahina said, "For too long, the mental load of menstruation has been normalised and ignored. This report is Mahina's way of saying: we see it, we measure it, and we're done accepting silence as the standard. We've always talked about periods in terms of blood. But what no one talks about is everything else, the planning, the pretending, the emotional weight. With this report, we wanted to name that invisible labour and finally give it the recognition it deserves." To view the full report, click here; Summary of the report given below: Report Summary What Every Period Truly Demands Menstruation is more than a biological function--it's a recurring experience that demands ongoing adjustments. Yet, much of this burden remains unseen, unheard, and unacknowledged. * 62% of menstruators reported masking their period symptoms to appear 'normal' in professional and social settings. * 73% said they are impacted by hormonal and emotional changes during their period but feel compelled to underplay * Only 3% of menstruators report making no changes during their cycle. The remaining 97% adjust and adapt their lives every month to accommodate menstrual symptoms--physically, emotionally, or logistically. Nearly 3 in 4 women experience a week of routine disruption and hidden labor every month. The First Period Comes with No Manual A generational influence often shapes how young women navigate their menstrual cycles, yet remains largely unspoken -- despite more open conversations today, the first period is still marked by anxiety, confusion, and frustration. * 76% of menstruators felt the emotional weight of their periods at 8-14, on the onset of their 1st cycle * While 73% were introduced to menstruation by their mothers, 4 in 5 still felt unprepared for their first period. * Half of menstruators say they felt excluded by family during their periods, and 2 in 3 say men expect them to manage it quietly. The Physical and Mental Load The mental load shapes how menstruators speak, sit, sleep, and move. * Leak anxiety is a major contributor to menstrual stress: 72% use extra protection during their period, yet 67% still experience leaks. * 38% wake up in the middle of the night to check or change menstrual products. * Many resort to layering or using multiple products simultaneously. * Emotionally, 64% feel "unlike themselves" during PMS, and 58% dread their periods due to unpredictability. * Among women aged 25-30, 2 in 3 experience heightened daytime anxiety about leaks * Amongst this 3 in 5 sit or move cautiously in public during their periods. * Remarkably, 1 in 4 respondents said they would prefer to skip their period entirely, highlighting how burdensome and disruptive the experience can be. How Modern Menstruators Have Adapted What menstruators want isn't more--it's getting the basics right. * 56% prioritize comfort and flexibility as their most urgent needs, followed by leak-proof protection and skin-friendly materials. * In the absence of institutional support, menstruators are creating their own systems of care: 74% carry period products not only for themselves but also for friends, colleagues, and even strangers--a quiet but powerful culture of mutual support. * Additionally, 1 in 3 use digital tools like cycle trackers and mental wellness apps to better manage their periods. Additionally, an interesting insight from the report also revealed a complex duality in society today: while 1 in 2 respondents believe period pain is real, yet underestimated and 53% support open conversations, deep-rooted biases continue to persist. More than half still view period blood as impure; 55% think periods should last exactly five days; and 71% believe delaying a period with medication is harmful. These conflicting attitudes--often held by the same individuals--show there is no singular narrative, only recurring patterns of silence and stigma. It is in this quiet tension between progress and taboo that the real story of menstruation unfolds. In summary, the report highlights key gaps that must be addressed to raise awareness and drive a period revolution -- one that challenges taboos, demands safer and more inclusive products, and reclaims the narrative around menstruation. The goal isn't just to create products that do the job, but to innovate with purpose and ease the mental and emotional burden that menstruators carry every month Mahina is deeply committed to leading this change, not just by innovating smarter, more supportive period care but by actively working to reduce the mental load menstruators face. Through this report, Mahina hopes to ignite a much-needed conversation around dignity, design, and the future of rural well-being. Made in India and rigorously tested, Mahina is the country's first brand offering bonded, leak-proof, absorbent period underwear, setting a new standard in menstrual care with a focus on comfort, performance, and sustainability. Aimed at transforming the period experience, Mahina provides meticulously engineered, reusable, and planet-friendly products personalized for every flow. Crafted with real Indian bodies and lifestyles in mind, Mahina blends form and function: a sleek, stitch-free gusset, four absorbency levels, and reusability for 100 washes. More than just a product, Mahina is a movement that champions body positivity, empowers informed choices, and advocates for menstrual equity.
Fashion Value Chain
04-06-2025
- Fashion Value Chain
Beyond Blood: Mahina Launches India's First Report on the Invisible Mental Load of Menstruation
Mahina, a purpose-driven period care brand, announced the release of a groundbreaking comprehensive report on the World Menstrual Day titled 'Beyond Blood: The Unseen Burden of Every Cycle.' With this report, the brand shifts focus to a new frontier – the invisible labour menstruators face every cycle. Drawn from the lived experiences of over 1,000 menstruators across eight major cities, aged between 18-45 years, the report unveils a rarely measured truth known to women: Every cycle brings not just blood but an unspoken mental load carried in silence. The emotional strain, disrupted routines, and the pressure to 'push through' without complaint- a critical yet long-ignored dimension of menstrual health has been finally acknowledged through the findings of this report. Beyond Blood: Mahina Launches India's First Report on the Invisible Mental Load of Menstruation While conversations around menstruation have long focused on rural access, hygiene, and age-old taboos, Mahina's new report shifts the spotlight to an often-ignored reality: the urban menstruator. It uncovers critical gaps in awareness, product design, and support-bringing to light the invisible mental load that comes with managing a period every month, for 30 to 40 years of a woman's life. Speaking about the report Natasha Jamal, Founder of Mahina said,'For too long, the mental load of menstruation has been normalised and ignored. This report is Mahina's way of saying: we see it, we measure it, and we're done accepting silence as the standard. We've always talked about periods in terms of blood. But what no one talks about is everything else, the planning, the pretending, the emotional weight. With this report, we wanted to name that invisible labour and finally give it the recognition it deserves.' To view the full report, click here; Summary of the report given below: Report Summary What Every Period Truly Demands Menstruation is more than a biological function-it's a recurring experience that demands ongoing adjustments. Yet, much of this burden remains unseen, unheard, and unacknowledged. 62% of menstruators reported masking their period symptoms to appear 'normal' in professional and social settings. 73% said they are impacted by hormonal and emotional changes during their period but feel compelled to underplay Only 3% of menstruators report making no changes during their cycle. The remaining 97% adjust and adapt their lives every month to accommodate menstrual symptoms-physically, emotionally, or logistically. Nearly 3 in 4 women experience a week of routine disruption and hidden labor every month. â The First Period Comes with No Manual A generational influence often shapes how young women navigate their menstrual cycles, yet remains largely unspoken – despite more open conversations today, the first period is still marked by anxiety, confusion, and frustration. 76% of menstruators felt the emotional weight of their periods at 8-14, on the onset of their 1st cycle While 73% were introduced to menstruation by their mothers , 4 in 5 still felt unprepared for their first period. Half of menstruators say they felt excluded by family during their periods, and 2 in 3 say men expect them to manage it quietly. The Physical and Mental Load The mental load shapes how menstruators speak, sit, sleep, and move. Leak anxiety is a major contributor to menstrual stress: 72% use extra protection during their period, yet 67% still experience leaks. 38% wake up in the middle of the night to check or change menstrual products. Many resort to layering or using multiple products simultaneously. Emotionally, 64% feel ' unlike themselves ' during PMS, and 58% dread their periods due to unpredictability. Among women aged 25-30, 2 in 3 experience heightened daytime anxiety about leaks Amongst this 3 in 5 sit or move cautiously in public during their periods. Remarkably, 1 in 4 respondents said they would prefer to skip their period entirely, highlighting how burdensome and disruptive the experience can be. How Modern Menstruators Have Adapted What menstruators want isn't more-it's getting the basics right. 56% prioritize comfort and flexibility as their most urgent needs, followed by leak-proof protection and skin-friendly materials. In the absence of institutional support, menstruators are creating their own systems of care: 74% carry period products not only for themselves but also for friends, colleagues, and even strangers -a quiet but powerful culture of mutual support. Additionally, 1 in 3 use digital tools like cycle trackers and mental wellness apps to better manage their periods. â Additionally, an interesting insight from the report also revealed a complex duality in society today: while 1 in 2 respondents believe period pain is real, yet underestimated and 53% support open conversations, deep-rooted biases continue to persist. More than half still view period blood as impure; 55% think periods should last exactly five days; and 71% believe delaying a period with medication is harmful. These conflicting attitudes-often held by the same individuals-show there is no singular narrative, only recurring patterns of silence and stigma. It is in this quiet tension between progress and taboo that the real story of menstruation unfolds. In summary, the report highlights key gaps that must be addressed to raise awareness and drive a period revolution – one that challenges taboos, demands safer and more inclusive products, and reclaims the narrative around menstruation. The goal isn't just to create products that do the job, but to innovate with purpose and ease the mental and emotional burden that menstruators carry every month Mahina is deeply committed to leading this change, not just by innovating smarter, more supportive period care but by actively working to reduce the mental load menstruators face. Through this report, Mahina hopes to ignite a much-needed conversation around dignity, design, and the future of rural well-being. About Mahina Made in India and rigorously tested, Mahina is the country's first brand offering bonded, leak-proof, absorbent period underwear, setting a new standard in menstrual care with a focus on comfort, performance, and sustainability. Aimed at transforming the period experience, Mahina provides meticulously engineered, reusable, and planet-friendly products personalized for every flow. Crafted with real Indian bodies and lifestyles in mind, Mahina blends form and function: a sleek, stitch-free gusset, four absorbency levels, and reusability for 100 washes. More than just a product, Mahina is a movement that champions body positivity, empowers informed choices, and advocates for menstrual equity.
