'Insult to women': BJP on Congress campaign in Bihar with Rahul Gandhi's photo on sanitary pad boxes

Patna/New Delhi – A political row erupted on Thursday as the Bharatiya Janata Party (BJP) sharply criticized the Congress party for its campaign in Bihar involving the distribution of sanitary napkins with party leader Rahul Gandhi’s image on the packaging. The BJP labeled the move an "insult to women" and accused Congress of politicizing menstrual health for electoral gain.

The campaign, initiated by the Bihar Pradesh Congress Seva Dal, aimed to distribute free sanitary napkins to women in rural areas under the “Seva Satyagraha” initiative. However, controversy erupted after photos of the boxes—featuring large images of Rahul Gandhi alongside Congress slogans—went viral on social media.

BJP: “Crass and Insensitive Political Gimmick”

Several BJP leaders strongly condemned the campaign, asserting that using sanitary napkins as a medium for political branding diminishes the dignity of women and reduces an essential health issue to a publicity stunt.

“This is not women empowerment; it is an insult. The Congress party has stooped to a new low by exploiting women's health issues for cheap political mileage. Putting a male leader's face on such products is not empowerment, it is mockery,” said BJP national spokesperson Shehzad Poonawalla in a press briefing.

Union Minister Smriti Irani also weighed in, calling the campaign “distasteful and offensive.”

"While menstrual health is an important issue, the way Congress has executed this campaign shows its disregard for the dignity of women," she said. "What kind of message does this send to our daughters?”

Congress Defends Initiative: “Breaking Taboos, Not Women’s Dignity”

The Congress party defended its move, claiming that the campaign is part of a broader initiative to raise awareness around menstrual hygiene and women’s health in underserved areas.

“This outrage by BJP is misplaced. The presence of Rahul Gandhi’s photo is symbolic of his support for gender equity and health rights,” said Congress MP and spokesperson Supriya Shrinate. “When the government does not provide basic hygiene facilities or subsidized sanitary products, our party is stepping up.”

Shrinate added, “BJP should stop politicizing everything. They have never taken women's health seriously, and now when someone does, they are creating noise.”

Congress Seva Dal National Convener Lalji Desai said, “Rahul Gandhi has been at the forefront of social justice. His image on the box is to tell women that leaders are with them—not ashamed of their biological reality.”

Political Analysts Weigh In

Political commentators are divided on the issue, with some viewing the BJP’s criticism as an overreaction, and others questioning the wisdom of placing a male politician's face on a sensitive health product.

“Menstrual hygiene is a matter of public health and should be depoliticized. However, branding such items with political figures can risk trivializing a serious issue,” said Dr. Sudha Pai, political analyst and former professor at JNU. “This kind of campaign, while well-meaning in its intent, should be executed with cultural sensitivity.”

Meanwhile, Prashant Jha, a senior political editor with Hindustan Times, noted, “It appears to be a calculated move by Congress to generate buzz and attract attention to its social agenda. However, it carries a risk of backlash in more conservative voter bases.”

Social Media Reactions: Divided Public Opinion

On platforms like X (formerly Twitter), the campaign has triggered a flood of reactions. While some users praised the Congress party for talking openly about menstruation, others questioned the need to politicize the subject.

User @PrernaSays tweeted, “Kudos to @INCIndia for bringing menstrual health to the forefront. This is what leadership looks like.”

Conversely, @RightWingRider wrote, “Sanitary pads with Rahul Gandhi’s face? Disgusting marketing stunt. Congress is out of ideas.”

Women’s Rights Groups Urge Focus on the Bigger Picture

Amid the political war of words, women's rights organizations have urged parties to focus on the real issue: lack of access to menstrual hygiene products in rural India.

"One in five girls drops out of school due to lack of menstrual hygiene facilities. Whether it's BJP or Congress, the focus should be on accessibility, affordability, and awareness," said Kavita Krishnan, women’s rights activist.

She added, “Symbolism is secondary. What matters is real change on the ground.”

Investor Outlook: Public Health & Gender-Focused CSR

Although not directly tied to the financial markets, the public controversy has spotlighted the growing importance of gender-focused Corporate Social Responsibility (CSR) initiatives in India.

FMCG and healthcare companies like Procter & Gamble (P&G), Johnson & Johnson, and Indian startups such as Saathi and Carmesi, which manufacture biodegradable sanitary products, have seen a boost in recognition for their sustainable initiatives in rural markets.

“With government and political campaigns now openly discussing menstrual hygiene, companies operating in this sector may benefit from increased awareness and policy support,” said Ankit Kedia, founder of Capsule Capital.

He added, “While political drama draws headlines, the real opportunity is in bridging health gaps, and that’s where private capital can play a huge role.”

Outlook: Polarization or Progress?

As the campaign and its backlash continue to unfold, it raises important questions about the intersection of politics, gender, and public health in India.

With Bihar slated for assembly elections next year, both Congress and BJP appear to be locking horns not just on traditional issues like caste and unemployment, but also on social narratives that deeply affect women.

Whether this episode helps spark long-term reforms in menstrual hygiene awareness or simply becomes another flashpoint in India’s polarized political climate remains to be seen.