Beyond Blood: Mahina Launches India’s First Report on the Invisible Mental Load of Menstruation

To mark World Menstrual Hygiene Day (May 28), Mahina, a purpose-driven period care brand, announced the release of a groundbreaking comprehensive report titled “Beyond Blood: The Unseen Burden of Every Cycle.” With this report, the brand shifts focus to a new frontier – the invisible labour menstruators face every cycle.

Drawn from the lived experiences of over 1,000 menstruators across eight major cities, aged between 18-45 years, the report unveils a rarely measured truth known to women: Every cycle brings not just blood but an unspoken mental load carried in silence. The emotional strain, disrupted routines, and the pressure to “push through” without complaint—a critical yet long-ignored dimension of menstrual health—have finally been acknowledged through the findings of this report.

While conversations around menstruation have long focused on rural access, hygiene, and age-old taboos, Mahina’s new report shifts the spotlight to an often-ignored reality: the urban menstruator. It uncovers critical gaps in awareness, product design, and support—bringing to light the invisible mental load that comes with managing a period every month for 30 to 40 years of a woman’s life.

Speaking about the report Natasha Jamal, Founder of Mahina said, “ For too long, the mental load of menstruation has been normalized and ignored. This report is Mahina’s way of saying: we see it, we measure it, and we’re done accepting silence as the standard. We’ve always talked about periods in terms of blood. But what no one talks about is everything else: the planning, the pretending, and the emotional weight. With this report, we wanted to name that invisible labour and finally give it the recognition it deserves.