Case Studies

Case Study: How Plush & Blinkit challenged period stigma, one envelope at a time

In a collaboration between Plush and Blinkit, sanitary pads were delivered in envelopes that said 'Issued in public interest', an attempt to mirror the cultural discomfort that still surrounds menstruation. Over 25,000 such discreet deliveries underscored how silence continues to shape even the most basic of health needs in urban India, exposing the gap between progress and perception.