Zomato, the Indian food delivery company, has said it would begin allowing female employees to take up to 10 days of “period leave” per year, as part of efforts to tackle what it says is a stigma surrounding the issue, particularly in India. Zomato seems like the most high profile organization in India to have instituted such a policy in the country, where menstruation is still a taboo to some. “There shouldn’t be any shame or stigma attached to applying for a period leave,” Zomato’s CEO, Deepinder Goyal, penned in an e-mail to the company’s staff on Saturday.

Zomato is one of the best-known companies in India, currently with more than 5,000 employees. The company has come a long way from its humble beginnings in 2008 to clinching nearly $400 million in annual revenues. It’s been buoyed by just shy of a billion dollars in total funding by investors such as the likes of Naspers, Delivery Hero, Shunwei Capital, and Tencent.