NEW DELHI: In a first for a company in India, feminine hygiene products maker Wet & Dry Personal Care is starting a ‘menstrual leave’ or ‘period leave’ policy for women employees. The New Delhi-based company, which makes the Everteen brand of female hygiene products such as intimate washes, unveiled the policy in an internal communication to employees, about three-fourths of whom are women. Besides being a first in India, such a policy is rare even globally. UK social community firm Coexist and US footwear giant Nike allow women staffers to take paid leave during their menstrual cycles. Nike, which introduced the policy in 2007 in some western markets, doesn’t follow it in India. “Based on medical recommendations, we are offering two days off a month for our women employees. This is to ensure that they are comfortable and don’t have to endure pain while in office,” W&D chief executive officer Pankaj Garg said. The women can also avail of leave with pay and work from home, the company said. The concept has elicited shock and surprise among industry experts, some of whom said acceptance of the policy remains to be seen. “Firms are going all out to differentiate sops to employees for talent retention and this is one of those,” said Sangeeta Pal, a senior partner at search firm Transearch. “On the flip side, how many women will actually be willing to declare their condition?” Privately-held W&D, which debuted three years ago, makes vaginal washes, gels and wipes. Garg said products such as sanitary napkins and bikini creams would be rolled out in the near term. The company has a turnover of close to .`65 crore and about 85 employees. “Measures such as these make organisations look good and this is an extension of work from home. But this particular matter is very private and asking employees to disclose it may or may not be acceptable,” said Vibhav Dhawan, managing partner at Positive Moves Consulting. The concept of menstrual leave originated in Japan in 1947 and is prevalent in South Asian countries such as South Korea, Taiwan and Indonesia. Gender-inclusive measures such as increasing maternity and paternity leave windows, dating allowances, flexi-work hours and adoption leave have been gaining traction among both multinational and domestic companies.