India is unique in the depth and persistence of stigmas around menstruation. Periods are when discrimination, exclusion and marginalization of women is socially approved and the norm. Across classes and subcultures, periods are believed to be ‘impure.’ Women are banned from entering temples or even their own kitchens. And these biases are passed down generations.

If menstruating women are marginalized in India, sex workers are doubly discriminated against. They exist on society’s periphery and margins, locked in a relationship of mutual distrust with mainstream communities. Sex workers are seen with outright contempt at worst, or indifference and ‘pity’ at best. Which would explain why conventional rehabilition efforts fail with such depressing regularity – they simply do not understand the realities and circumstances of the women they are designed to ‘help.'

It was an opportunity to bring together two taboos, Periods & Prostitution, to create a story of empowerment and progress.

Project Free Period (PFP) has fuelled unprecedented conversations around India’s two biggest taboos – periods and prostitution; with our reach going from 20 million in the first year to now over 2.2 billion. Global and international media networks accelerating our momentum. We now have a network of over 11,200 students and 70000 volunteers across the country. And from 15,000 period days in year one, we've now helped transform over 100,000 period days into days of skilling.

PFP is a path-breaking model where private sector meets not-for-profit partnership model that a host of India’s biggest brands – Hotstar (media), Ujjivan (banking), Big Bazaar (retail) and Nestle (foods) want to participate in.

What PFP gives the women, for the first time in their lives, is the power to choose. Choose to leave the profession. Choose to turn away customers who not using protection. Most importantly, a choice in their children's future.