In a country where menopause is still spoken about in hushed tones—if at all—plant-based nutrition brand Earthful is taking a bold and refreshing step. The Mumbai-based D2C brand has announced the launch of the Menopause Cheerleaders Internship, a first-of-its-kind paid initiative designed to put real women at the centre of an often-ignored health conversation. With a stipend of ₹1 lakh for a two-month internship, Earthful is inviting women above the age of 40, especially mothers who have experienced menopause, to build communities, share lived experiences, and help break the stigma surrounding this life stage.
Why Earthful is betting on lived experience
Founded in 2021, Earthful focuses on plant-based nutrition solutions for women navigating menopause. Over time, the brand realised that the lack of support around menopause in India isn’t due to absence of information—but absence of voices. Many women quietly endure physical, emotional, and hormonal changes, often without community, resources, or validation.
Earthful’s co-founder Veda Gogineni highlights how deeply rooted this silence is. She has spoken about how even families often mislabel menopausal symptoms as “drama” rather than recognising them as real health challenges. The Menopause Cheerleaders Internship is Earthful’s way of changing that narrative by amplifying the voices of women who have actually lived through menopause.
The initiative comes at a significant moment for the brand. Earthful recently raised INR 26 crore in a Pre-Series A funding round led by Fireside Ventures and V3 Ventures, strengthening its mission to build meaningful, women-first health solutions. The internship reinforces that mission beyond products—by investing directly in people and conversations.
Inside the Menopause Cheerleaders Internship
Earthful plans to select five women above the age of 40 for this two-month paid internship. The role is intentionally flexible and inclusive. There are no strict content formats, no pressure to be an influencer, and no requirement for prior professional experience.
Menopause Cheerleaders can choose how they want to spread awareness. Some may start conversations in WhatsApp groups, others may create social media content, organise neighbourhood meet-ups, or simply facilitate honest discussions among friends and family. The goal is simple but powerful: to create safe, informed communities where women feel supported and less alone during menopause.
Applications for the internship are open through Earthful’s website and have been promoted across Instagram, LinkedIn, and offline retail stores—making it accessible even to women who are not deeply embedded in the digital ecosystem.
Importantly, the initiative also opens doors for women returning to work after career breaks. By recognising lived experience as expertise, Earthful is redefining what meaningful employment can look like for women over 40.
More than a brand campaign
Earthful has consistently positioned itself at the intersection of nutrition and women’s health. In 2022, it became the first Indian brand to launch a herbal multivitamin specifically for women over 40, formulated with plant-based ingredients like amla, moringa, sunflower, and pine bark-derived capsule shells.
The Menopause Cheerleaders Internship builds on that foundation, shifting the focus from supplements alone to societal change. By hiring women to lead menopause conversations, Earthful is acknowledging that health awareness doesn’t always begin in clinics—it often begins in communities.
With its ₹1 lakh paid menopause internship, Earthful is doing more than launching a program—it’s challenging cultural silence, valuing lived experience, and creating space for women whose voices have long been overlooked. In a society where women spend nearly half their lives navigating menopause, this initiative marks a meaningful step toward visibility, dignity, and collective support. Sometimes, the most powerful change begins not with louder messaging, but with listening to the right voices.
