On the heels of food delivery aggregator Zomato that declared 10 days ‘period leave’ per year for its female staff, a Surat-based digital marketing firm has made a similar announcement. Bhautik Sheth, founder of iVIPANAN on Sunday announced 12 days of period leave per year for its female staff with immediate effect. The firm founded in 2014 has a total nine employees of which eight are female. In the process of giving a more healthy and happy working environment, we are announcing a monthly menstrual cycle paid leave for all our female team members with immediate effect,” Sheth wrote in an email to his employees. “We keep thinking about how we can give more comfort to our team, how can we make the working environment human-friendly, how can we make the working environment healthy and friendly,” he added. Sheth said, “We understand the discomfort faced by female team members during periods. The work stress and office environment can increase their pain and discomfort levels. Now any female team member is eligible to take one paid leave per month during their menstrual cycle.” Sheth said that menstruation is still a taboo in Indian society. “Even today females working in offices become conscious of taking a bag, purse, and plastic bag in a hand while going to the washroom. We want to break this stigma and send a strong message to all small-size businesses in India to understand the biological difference in male and female,” he added.