The purpose of the research—understand the practical execution of social innovation in culturally dominant rural settings. The research methodology. Present study took one of the most popular approaches to qualitative research i.e. case study. This case study is an attempt to answer the research question “How social innovation taking the route of design activism can change the mindset of consumers?” The case aims at analyzing the process adopted by design activists to bring in social change. Design factors identified (aesthetics, function, usability and others) for bringing social change were derived from the existing literature. The case also talks form the point of view of sustainability as an integralpart of social innovation. Personal factors of the innovator i.e. personal intentions, level of self motivation, level of compatibility with stakeholders, and personal competency were analyzed in light of success requirements for a social initiative. The scientific novelty of the study is that this case allows the applicability of the design activism in developing acceptance of the social taboo product in the Indian context. The Conclusions.Сonsumer dilemma has always resulted in tremendous opportunities for entrepreneurs to come out with innovative solutions. Disposition of menstrual absorbent is one such roaring problem faced by many women in rural as well as in urban regions. The taboo associated with menstruation in societies does not allow disposition of menstrual waste either in open areas or in regular dustbins. Commonly used sanitary napkins contain Super Absorbent Polymers (SAP) which takes 500 to 800 years to decompose naturally. Mr. and Mrs. Bedekar designed a clay incinerator “Ashudhinashak” which enables disposal of used sanitary napkins and provided a perfect solution for substantial fraction of total population (Menstruating women). This case is an attempt to understand the practical execution of social innovation in culturally dominant rural settings
SAHU, T. ., RANJAN, N. ., & KANDEL, B. K. (2022). The ASHUDHINASHAK: ALTERING CONSUMER BEHAVIOUR FOR SUSTAINABLE FUTURE. INNOVATIONS IN THE SCIENTIFIC, TECHNICAL AND SOCIAL ECOSYSTEMS, 1(1), 14—27. ORCID ID: 0000-0002-2045-3918