Sameera was starting her first professional assignment as a Management Trainee. She had graduated from the country$$s leading health management institute. She was always fascinated by challenges and the promises that health management offers in a country such as India. During her Masters in Health Management $($MHM$)$ course, she was struck by the dismal health indicators in India, primarily the gender disparities in health indicators. She was always astounded by the belief system that had made some of the physiological phenomena related to women mysterious, and now the data were staring her in the face, showing the damage of these long$-$held cultural beliefs. During her MHM program she had decided to work for the improvement of women$$s health. Menstrual hygiene management was an area where she wanted to make a substantial contribution. She began working for an organization called Better Tomorrow $($BT$)$ working for an improvement of women$$s health and incubating the business models related to the same. She was ecstatic, nonetheless a chill passed through her spine when she considered the magnitude of the issues confronting women$$s health in India. After successful completion of two months$$ training, the Chief Executive Officer $($CEO$)$ of BT called Sameera. She was a bit anxious before the meeting as she was unaware of what was there in the offing. The CEO made her comfortable and then asked her, $$are you ready to take up a challenge?$$ she responded in the affirmative. The CEO continued, $$can you please create a strategy for the sustainable adoption of low$-$cost sanitary napkins by women in the district Sultanganj in the central province of India?$$ Sameera started comparing health indicators in India with those from BRICS nations. She realized the gravity of the situation and the magnanimity of the task in the field of menstrual hygiene.