Ujaas, a social initiative under the Aditya Birla Education Trust (ABET), is a movement geared towards the betterment of menstrual hygiene awareness and management for the section of society that lacks the knowledge or the resources for the same. It focusses on shattering myths associated with menstruation as well as educating menstruators on how to tackle the taboo surrounding menstruation. An endeavour to uplift menstruators who may otherwise be ostracized for 5-6 days each month, Ujaas aims to bring about a change in the very fabric of the nation by quashing stigmas and discrimination resulting from menstruation.

Its motto- Change the Psychle (read as cycle) is derived from the words Psyche and Cycle. Ujaas encourages changing the very psyche or mindset of the masses and thereby changing the regressive cycle of discrimination and self-loathe that most menstruators are trapped in