Laxmi developed an affordable sanitary pad to address the problem of women in India using unsanitary materials during their periods due to the expense of commercially available pads. He explored the problem by researching women's experiences and empathizing with their situation. He then ideated solutions by dismantling a store-bought pad to understand how it was made from common materials. After creating prototypes using local market resources and receiving feedback, he developed a pad made from more absorbent cellulose fiber using an inexpensive manufacturing machine. His innovation addressed the total available market of women who found pads too expensive by creating an affordable product.

1. DESIGN THINKING
THROUGH PADMAN
Submitted to : Dr. Shalini Verma
Submitted by : Riteeka

2. WHAT IS DESIGN THINKING?
• Design thinking is all about imaginative
thinking and creating solutions to
problems in order to serve the customer
and provide a solution to his problem.
• It includes sympathizing with the
customer, emphasizing with him,
analysing the problem and thinking a
creative solution in order to address the
issue.
• It includes imagination and does not
include conventional solutions.

3. DESIGN THINKING FRAME WORK

4. EXPLORE
• First step of design thinking frame work is EXPLORE
i.e., to identify the problem.
• To Empathize, the understanding of the problem that
we’re trying to solve, by doing our research and
finding the problem.
• In early stages women use to use old cloth,
bedsheets or dirty clothes during there menstruation
period.
• As pads were quite expensive and there was lack of
awareness about the effects of using dirty clothes
during menstruation period.

5. IDEATE
• Firstly Laxmi identified the problems
and then started ideating the solutions.
The outcomes were :
• Idea of innovating pad came into
Laxmi’s mind when he bought pad from
medical shop and then he dismantle it
and get to realize that it is made from
very common material.
• At that time he decided to make the
pad by himself, by keeping the cost
factor in the mind.

6. PROTOTYPE
• Creation is the plan to action, which is based on experiments.
• In the movie Padman, he created a prototype by pooling all the local market
resources.

7. EVOLVE
• After getting negative feedback again and again still he kept developing his product.
• To get his product tested and feedbacks he tried different different methodology
until he wasn’t succussed.
• Laxmi first understood the basic need to make a pad,
which were cotton, cloth and glue.

8. FINAL PRODUCT
• After bearing all the negative
feedbacks he was finally able to
pad manufacturing machine.
• It was made up of cellulose fiber
which is more absorbent then
cotton.

10. TOTAL ACCESSIBLE MARKET
• The Total Addressable Market (TAM), is referred as total available market value. TAM
is overall revenue opportunity which is available to a product or service if 100% market
share was accomplished.
• Around 70% of women's are reported that sanitary napkins are expensive.
• 70% of mothers are consider menstruation as dirty disease.

11. SERVICEABLE ADDRESSABLE MARKE
• Servicable addressable market (SAM) is the market opportunity that exists within
the existing firm’s, on the basis of current and past performance.
• Serviceable addressable market is part of TAM.

12. SERVICEABLE OBTAINABLE MARKET
• Serviceable obtainable market is a portion of SAM which is apprehend .
• It is one the most useful market for businesses.
• The most significant limitation of using serviceable obtainable market is the potential of overestimating
earnings.

13. THANK YOU