Episode Details

Innovating Period Care with Ruby Raut of Wuka

In this inspiring episode, Nicole Higgins sits down with Ruby Raut, the founder of Wuka, a sustainable period product brand on a mission to eradicate period shame and combat period poverty. Join us as Ruby shares her journey from a small village in Nepal to leading a game-changing brand in the UK. With insights into funding, product innovation, and the importance of building a community, this episode is packed with valuable advice for aspiring entrepreneurs and those interested in sustainable solutions.

Key Highlights:

Product Market Fit 

How Ruby initially tested the idea and discovered that there was a market need for the product, and how they continue to test and innovate, making period underwear accessible to all. Explore the diverse applications of Wuka's period underwear, from comfort for new moms and women experiencing perimenopause to suitability for children with sensory issues.

Community Building & Kickstart 

Ruby stresses the importance of community, sharing the organic reach and PR strategies that led to their successful Kickstarter campaign, including a pivotal feature on BBC's front page.

Getting into retail 

How product innovation meant they were able to grow their  retail presence, currently in  stores like Boots,  Morrisons, Sainsburys, Ocado  and their plans for further expansion.

The Growth of the brand 

How resilience, networking and hiring the right teams has helped move the brand forward 

Ruby's Advice for Entrepreneurs. 

Tips and strategies for new product business founders, including starting lean, proving product value, and building a competent team.

https://wuka.co.uk/

https://www.instagram.com/wukawear/

Guest Bio 

Ruby Raut

Ruby, Environmental Scientist and listed in the 2019 Top Women in Femtech, grew up in Nepal, which inspires her work in making menstruation positive, taboo-free and environmentally-friendly.

“When studying for my Environmental Science degree, I discovered that more than 200,000 tonnes of tampons and pads were sent to UK landfills every year, contributing to the mounting tide of plastic pollution. This was my ‘lightbulb moment’. I knew something had to change about the way we handled menstruation.” - Ruby Raut, Founder & CEO

Ruby grew up in Nepal, where shame about periods was widespread. Nachune is the Nepalese word for period which basically translates as 'untouchable'. When she started her period, she experienced a form of Chapaudi, now illegal in Nepal.

During menstruation, she was sent to her aunt's house and wasn't allowed to go out in the sun, look at men, or touch plants - as it was believed that she would kill them - just because she was having a period.

Like other girls, she was given old sari rags to use for the bleeding, which happened to be reusable and eco-friendly, but not hygienic. They weren't leak-proof nor comfortable, and didn't work for her when she played sports!

When she arrived in the UK, she was astonished by the wide range of menstrual products available on the shelves, but quickly realised that most of them were neither comfortable nor leak-proof, and they certainly were not eco-friendly. So it became Ruby mission to replace plastic-riddled disposable pads & tampons with the world’s most comfortable and sustainable period underwear.

Host Nicole Higgins 

The Buyer and retail coach 

Nicole Higgins Links 

https://www.instagram.com/thebuyerandretailcoach/

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