Excelsior Sports Correspondent
JAMMU, Sept 15: In order to bring menstruation and safe menstrual hygiene practices in the mainstream, home grown brand Niine has partnered with the Rajasthan Royals to display the Niine logo on the back of the Rajasthan Royal team’s jersey for the upcoming edition of the Indian Premier League to be held in the UAE from September 19 to November 10.
Niine brand, born from a small town of UP just over two years ago has managed to establish a strong market with its premium yet affordable range of products. Niine has constantly been a driving force for social acceptability to free women from menstrual shackles that may be imposed by society.
At Niine, there has been a conscious effort to break stereotypes and ensure that families and men, in particular, are open to seeing and discussing sanitary products within their families. By breaking taboos and encouraging conversations, Niine has become instrumental in empowering women to be at the forefront of this initiative.
Rajasthan Royals, as a sporting organization, believes in being at the forefront of change by working with empowered women to further educate the society though their meaningful initiatives. This partnership is a true exemplification of the synergy between the two brands and the belief and vision carried out by them.
“Rajasthan Royals is known for their affinity with social causes, and share a common vision of empowering women to strengthen India further. We are very excited at this partnership and look forward to a strong season of innings and knock out menstrual shackles from lives of our girls and women, together. We also believe IPL is a powerful platform that reaches out to millions and millions of men and women in our country and internationally, and can be a catalyst in doing away with embarrassment faced by many when it comes to sanitary napkins or in talks about periods,” said Sharat Khemka.