Project Ikshana, in collaboration with Periwinkle Labs, explored how strategic design can shape adoption pathways for women’s health innovations in India. The MedTech startup had developed devices for at-home urinary incontinence treatment, but ensuring meaningful reach, credibility, and integration in a sensitive healthcare ecosystem remained a challenge. The project began with internal alignment creating product names, catalogues, and communication artefacts strengthening visibility at networking events, fairs, and conferences, generating media coverage and early leads. Extensive customer discovery engaged women across urban India through ethically sensitive conversations. Insights from emotional mapping, archetypes, and hypothesis testing highlighted stigma, credibility, and daily life integration as adoption challenges, refined via consultations with doctors and stakeholders. Using tools like Jobs to Be Done, Blue Ocean Strategy Canvas, and Impact Value Chain, the team designed adoption pathways, go to market strategies, and a business model prototyping blueprint. The project demonstrated how strategic design bridges MedTech innovations and lived realities in taboo health domains.