Currently, hygiene practices among women during menstruation are poor, specifically with regard to the use of cloth to absorb menstrual flow. If the cloth is not properly washed and cleaned, it can lead to infections. In addition, fear of embarrassment leads many women to live in relative seclusion during their menstrual periods.

In order to improve hygiene and increase social inclusion, that is, to enable girls to attend school and women to participate in the labor force during menstruation, SMC has launched a low priced sanitary napkin in the brand name of Joya in September 2013. The product has been procured from a local manufacturer.

In FY 2014, SMC will launch an aggressive TV campaign supported by press, outdoor and through its community mobilization activities to create awareness and trial of the brand.