goodfeel-A Specialized Feminine Garment for Tackling a Social Problem |
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Ashutosh said, “In my studies, for the first time I learnt that UTI in women worldwide is 50% which is an alarming figure.” He further came across a report which stated that as per the Indian government’s Swachh Bharat (Clean India) mission, there were 10.9 million toilets. However, the viability of using these toilets still remained an issue. Women comprised 48.5% of the Indian population and the unavailability of proper toilet facilities resulted in more than 50% of them (both women and girls) being infected with UTI. , A Business Line report stated that though 10.9 million toilets had been built under the Swachh Bharat scheme, 56% of women still had to use open spaces to relive themselves... |
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| In 2012, following the visit to his friend’s mother, Ashutosh sat with his friends and their wives to brainstorm ideas to come up with a solution to her problem. “We are all engineers. Being engineers there is an inbuilt fire in us to give solution to a problem… We are engineers, and we know only design.”..
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| The product was designed by an engineer. So, it needed to be redesigned to suit the female anatomy and be suitable for use on sensitive skin. Ashutosh sought help from medical practitioners. For instance, Dr Khare, a medical practitioner and family friend, advised him to read medical books. The names and pronunciation of medical terminology were alien to Ashutosh, but the pictorial representations came in handy for him to understand the concept. “We can read the diagrams,’’ he said. Discussions and deliberations with Dr Khare helped Ashutosh to move closer to creating a product in keeping with the female anatomy.. |
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| Prafulla Patil helped Ashutosh to find the right material for the product. After studying around six materials, they shortlisted a couple of fabrics. The next challenge was to get it approved and tested, for which they contacted FDA Pune. They were asked to contact the Mumbai office of FDA. While the product was appreciated, the officials were not sure whether it fell within the purview of Food and Drugs laws. Hence, Ashutosh was directed to contact USFDA for ISO10993 testing of the product as it was a product for external use... |
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| The first prototype which was made to provide some relief to the mother of Ashutosh’s friend had been made with the help of a plastic sheet (See Exhibit III for prototypes images). But as he started thinking of coming out with a commercial product, Ashutosh spoke to thousands of women to get to know their needs better... |
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| The first prototype which was made to provide some relief to the mother of Ashutosh’s friend had been made with the help of a plastic sheet (See Exhibit III for prototypes images). But as he started thinking of coming out with a commercial product, Ashutosh spoke to thousands of women to get to know their needs better... |
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| The first prototype which was made to provide some relief to the mother of Ashutosh’s friend had been made with the help of a plastic sheet (See Exhibit III for prototypes images). But as he started thinking of coming out with a commercial product, Ashutosh spoke to thousands of women to get to know their needs better... |
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| The first prototype which was made to provide some relief to the mother of Ashutosh’s friend had been made with the help of a plastic sheet (See Exhibit III for prototypes images). But as he started thinking of coming out with a commercial product, Ashutosh spoke to thousands of women to get to know their needs better... |
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| The first prototype which was made to provide some relief to the mother of Ashutosh’s friend had been made with the help of a plastic sheet (See Exhibit III for prototypes images). But as he started thinking of coming out with a commercial product, Ashutosh spoke to thousands of women to get to know their needs better... |
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| Ashutosh planned to bring down the price of goodfeel from Rs. 799 for one piece to a more affordable price for a wider reach in the future, when the sales volume scaled up and the product was able to receive funding. As the product was unconventional with no financial backing, Ashutosh was struggling to keep the operations moving even at the current price. So he was targeting to reach customers of Mumbai, Pune, and Thane through 250 lingerie shops... |
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| Ashutosh had future plans to make goodfeel available at railways and airports through ties with transit retailers, so as to make it easy for customers to get the product. (See Exhibit VIII for the market potential for goodfeel). .. |
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Exhibit I: A Photo of Ashutosh and Sharada Joshi
Exhibit II: Organization Structure –goodfeel
Exhibit III: Images of the Prototypes
Exhibit IV: Cost Structure for goodfeel
Exhibit V: Access to Sanitation in Schools –2016
Exhibit VI: Globally, 2.5 Billion People Do Not Have Access to an Improved Sanitation Facility
Exhibit VII: Some Promotional Materials of goodfeel
Exhibit VIII: Potential Market for goodfeel as on January 2018
Exhibit IX: Marketing Strategy for goodfeel for year 2018-2020
Exhibit X: Sales Target for goodfeel
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