Menstruation is a biological subject having socio-cultural consequences - it is connected with sectors including education and WASH (Water, sanitation and hygiene) and has a significant impact on women’s physical and emotional wellbeing. Menstruation continues to be considered a taboo in our country as there are no open conversations around the subject, preventing women from reaching out for help. Menstrual Hygiene Management in India has faced severe challenges in India for centuries due to the lack of awareness, lack of access to resources, and poverty. However, the last two decades have seen major developments in the MHM space in India including prevalence of sustainable menstrual hygiene alternatives, UNICEF and other multilateral organisations giving it priority, and the entry of femtech startups to promote healthy alternatives alongside reaching the masses. These efforts have been monumental in helping women reach out for medical assistance and fostering their wellbeing. The increased dialogue on social media has also contributed to breaking the taboo around it. This paper explores the evolution of menstrual hygiene practices in India, the contributions of startups in making the conversations taboo free and recommends a public-private partnership between these emerging organisations and the government for increased growth in the sector.