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DIMAPUR — Positive shift in people’s mindset towards entrepreneurship is palpable in Nagaland of late, with ambitious young people fuelling innovation and shaping the state’s startup ecosystem by venturing into the business sector, a relatively uncharted territory for the locals.
Among these emerging entrepreneurs is Avitoli Yeptho, whose sanitary pad brand ‘Boditive’ that began as a dream project barely a year ago has transformed into a purpose-driven business, positively impacting lives across Nagaland and beyond.
Launched in 2023, Boditive holds the distinction of being Nagaland's first sanitary pad brand. The company's mission is to revolutionise the sanitary pad industry by providing high-quality, affordable pads that prioritise comfort and promote menstrual health and hygiene for women.
Yeptho's vision goes beyond simply providing sanitary products. With a deep understanding of the challenges women and girls face worldwide, she is leading a menstrual revolution “one pad at a time”. Her innovative start-up not only addresses the practical needs of women but also empowers them through educational initiatives and menstrual health advocacy.
Boditive actively works to break stigma surrounding menstruation, encouraging open conversations and fostering a more supportive environment. In partnership with the District Administration and the District Hub for Women Empowerment under the Beti Bachao Beti Padhao programme, the company has distributed thousands of menstrual hygiene booklets in English language and Nagamese in the Noklak area.
As a participant in the Youthnet Women Entrepreneurship Fellowship Cohort 2023-2024, Yeptho shared that Boditive Pvt. Ltd. is currently incubated under the YouthNet Incubation Centre, where they recently organised a panel discussion on “Menstrual Health & Cultural Diversity”.
Birth of Boditive
Speaking to Eastern Mirror, Yeptho admmitted that Boditive faced many challenges during the initial period of its establishment.
“The struggle was extreme,” she admitted, citing unreasonable individuals, demanding clients, financial risks, and setbacks. Some of the most daunting obstacles, she said, were lack of technological and financial resources, logistical hurdles, and difficulties sourcing raw materials.
The ground work involved in launching a brand is not easy, she said.
“I would often be questioned why I want to start a company, a brand that faces formidable competition from industry giants like Whisper, Stayfree and Nua. However, instead of seeing them as obstacles, I choose to view them as source of inspiration,” the entrepreneur shared.
She went on to say that the success stories of such good companies served as a beacon of possibility, reminding her that with determination and ingenuity, even an underdog can make a mark in the market.
Supporting local
She believes that supporting local entrepreneurs is crucial for sustainable development.
“Creating a supportive ecosystem where businesses can flourish will not only shape the future of our region but will also redefine the narrative of Naga entrepreneurs nationwide,” she asserted.
While there are exceptions, she opined that there is still work to be done in fostering a culture of supporting local products in Naga society.
“We need to empower, inspire and encourage all young people to realise their value and unlock their full potential. We as a society must take pride in supporting our local businesses,” she said.
The product
Boditive's flagship product, featuring bamboo charcoal as its unique selling point, is currently available in three varieties, with a panty liner in development.
The bamboo charcoal used in the product pads offers exceptional absorption (up to 150ml), effectively neutralises odours, and wicks away moisture. The breathable backsheet further enhances comfort by preventing sweating, irritation, and chafing.
Yeptho particularly recommended Boditive pads for women prone to allergies, rashes, or heavy periods.
She shared that the brand stands out due to the company’s commitment to quality, affordability and a deep understanding to the needs of the community. “Our pads are designed for maximum comfort and reliability,” she added.
Expressing gratitude for the continuous support it has received in just one year of operations, she said that Boditive has reached thousands of women across Nagaland and the neighbouring states.
“What truly inspires me is the impact my product has had on the lives of many women,” she confided.
Boditive pads are readily available for purchase through various channels, including their official Instagram page (@boditiveindia), Fusion Store in Dimapur, select retail stores across Nagaland and e-commerce platforms like Amazon, TataCLiQ and Ilandlo.
Entrepreneurship and inevitable challenges
Reflecting on her entrepreneurial journey, Yeptho acknowledged the inevitable challenges that come with building a business from the ground up.
“Life will bring you many obstacles, especially when we are trying to establish ourselves as an entrepreneur,” she said, while stressing the need to accept the fact that discomfort and risk are part of it.
“Growth can be uncomfortable, but we have to embrace our difficulties and really focus on quality and innovation, our unique strengths and cultural heritage, and to not be afraid to showcase what makes us unique,” she added.
The entrepreneur went on to say that she has learned the importance of personal and professional development through her experiences, and that collaboration and continuous learning are essential elements for staying competitive.
“You don't step your way to success; each step well done is a success,” she said quoting American author, John C Maxwell, while adding that Boditive is ambitious yet grounded in commitments to inclusivity and accessibility.
Looking ahead, the company has set its sights on market expansion, product diversification, innovation, strategic marketing and branding, wider distribution, and forging valuable partnerships.
This dedication towards inclusivity and accessibility has not gone unnoticed. Boditive was recently selected as one of the top four entrepreneurs in India for potential funding by Goldman Sachs. This selection was made after their participation in the Startup Pitching event at the Women's Leadership Conclave 2024 held at IIT Guwahati, organised by the WEE Foundation and supported by the Embassy of Israel.