Convert a social problem into a successful livelihood: Arunachalam Muruganantham

The session on'Beyond Marketing' at In-Store Asia 2015 convention engrossed the audiences and was probably the most impactful sessions for the day. Arunachalam Muruganantham, CEO, Jayaashree Industries, also known as the'menstrual man', began by saying that he doesn't have any'stupid' marketing people for his company. His pictorial presentation started by showing the listeners on how a social problem can be converted into a successful livelihood. He enlightened everyone by saying that 90 per cent of women in India are not using sanitary pads.
 
Muruganantham kept everyone captivated by his oratory skills, without giving much importance to the slides of his presentation. He shared his story about the launch of his unique idea of sanitary pads, for which he only bought a de-fibration machine, core forming machine and napkin finishing machine.
With this, he has set up 1600 machines in 24 different states across India till date. "The success story matched for all for its frugal designing, successful disruptive designing, successful rural marketing, successful social entrepreneur, a model for'blue ocean strategy, innovative'out of box management practice' and frugal way of overcoming competition and corporate boom,” Muruganantham explained.
 
He concluded by saying that his vision is to create rural employment for poor women, and making India as 100 per cent sanitary napkin using country from the current level of less than 5 per cent. "This is called as the silent'pink revolution' and this is called as beyond marketing,” said Muruganantham.

Through the session, Muruganantham kept the delegates right at the edge of their seats with his enthralling speech and witty comments.