On Achieving Strategic Fit for Suvidha Sanitary Napkins distributed under Pradhan Mantri Janaushadhi Program in India

Authors

Priyank Sinha, Room No.-005, Old Guest House, School of Business Indian Institute of Technology Guwahati Guwahati, Assam 781039Follow
Romi Sainy, 101, Sapphire Heights opposite C21 Mall Jaipuria Institute of Management Indore Indore 452001Follow
Chandra Prakash Garg, Department of Operations Management & Quantitative techniques Indian Institute of Management Rohtak Haryana, India- 124010

Author ORCID Identifier

Priyank Sinha: 0000-0002-7971-4449

Romi Sainy: 0000-0003-2190-9443

Abstract

In this research paper, we discuss the transformation of India's menstrual hygiene product (MHP) market and the challenges faced in achieving a strategic fit for the Suvidha scheme within the Pradhan Mantri JanAushadhi program. The paper analyzes the misalignment in marketing and supply chain strategies with respect to the overall competitive strategy, and proposes optimal strategies for different consumer segments. It draws insights from Roger's diffusion model to target various adopter categories effectively. The paper emphasizes the need for continuous assessment, collaboration with stakeholders, and adaptation to ensure the scheme's success in providing affordable and eco-friendly sanitary napkins.

Keywords

Strategic Fit, Strategies, Jansuvidha, Women health

Recommended Citation

Sinha, Priyank; Sainy, Romi; and Garg, Chandra Prakash (2024) "On Achieving Strategic Fit for Suvidha Sanitary Napkins distributed under Pradhan Mantri Janaushadhi Program in India," Management Dynamics: Vol. 24: No. 1, Article 5:
DOI: https://doi.org/10.57198/2583-4932.1331
Available at: https://managementdynamics.researchcommons.org/journal/vol24/iss1/5