Learning Design thinking through Padman... Product design, Startup, entrepreneurship.

1. - By KARANJIT DEB

2. • Padman, a 2018 Bollywood film.
• featuring Bollywood star Akshay
Kumar.
• inspired by the true story of Arunachalam
Muruganantham, who created a
revolutionary machine for making
affordable sanitary Pads.
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3. 3
EMPATHIZE > DEFINE > IDEATE > CREATE> EVOLVE
Creating
Evolve
Explore

4. REALIZING THE PROBLEM
• Women are banished from the
house during their menstrual
periods.
• have to use unhygienic
clothes during their periods.
EXPENSIVE:
• There are several health risks with using
Unhygienic Clothes during periods.
• Taboo related to women’s menstrual
cycle
RECOGNIZING NEED
Laxmi wants a low-cost
sanitary pad that is safer to
use.
HEALTH ISSUES AND
SOCIAL TABOO
• Laxmi buys his wife sanitary
pads,
• which is pretty expensive
• they would need to go without
basic food items, in order to
afford them.
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5. THINKING OF THE SOLUTION
TO THE PROBLEM
• Lakshmi wants to make
sanitary pads of his own.
• which is a better
replacement for the costly
ones.
TARGET AUDIENCE
his wife and sisters- to use
instead of dirty clothes.
Laxmi buys some cotton, cloth,
and glue and makes a
temporary pad.
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6. CREATING A PRIMARY
SOLUTION
Laxmi buys some
cotton, cloth, and glue
and makes a temporary
pad.
TESTING
Laxmi tries testing the
pad with his wife.
i
FEEDBACK
Lakshmi gets negative
feedback from his wife as
the pads were not useful.
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7. TRY AND FAIL METHOD FOR
EVOLVING THE PRODUCT
• Laxmi has numerous attempts at iterating his product.
• each time he fails, he redesigns and remakes his
sanitary pads.
• Laxmi’s initial versions are made from cotton, cloth,
and glue.
DEVELOPING WITH
USER FEEDBACK
i
FEEDBACK
Lakshmi gets negative
feedback from his wife
as the pads were not
useful.
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• Laxmi tries testing the pad with his wife. He tries
testing it with his embarrassed sisters.
• He asks a medical student to test it, who’s deterred by
her friends.
• He even tries it on himself by attaching a balloon filled
with animal blood!

8. 8
• Sanitary pads use more
absorbent cellulose fiber rather than cotton.
• Created the final by creating a new pad
manufacturing machine.
• Borrowed funds for initial investment

10. RESEARCH
Research and development of the new
product at low cost.
AFFORDABLE PRICING
 Lakshmi Enterprise sells Pads at a low price
 maximum women can buy and use the
product.
ROOT LEVEL DISTRIBUTION CHAIN
• Uses village women as sales agent
• Franchise them to make them self-
reliant
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11. TAM
The total available market in
India overall female population
having a menstrual cycle
Approx TAM 45 Cr.
SAM
Less than 10% of women in India
are using Sanitary pads during
their periods.
Serviceable Available Market: the
rural segment of the female
population using Unhygienic
Clothes.
SOM
Lakshmi enterprise obtained
the nearby villages
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12. • Laxmi sells his pads to rural women
• who later join him in his venture, in a true
grassroots campaign.
• He is also invited to an innovation fair in
Delhi, where his invention is recognized as
the “Life-Changing Innovation of the Year”.
The key is solving a problem for someone, by
providing a solution that meets their needs.
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13. 13
“Success is not final,
failure is not fatal:
it is the courage to continue
that counts.” “