As part of the Morning Lazziness series about empowering women who encourage and do incredible things with their ideas in society, I had the pleasure of interviewing Ira Guha.
Ira Guha, who lives in London, is the founder and CEO of Asan, a sustainable period product that can last for up to 10 years. She has a degree in Politics from Cambridge University and a Master’s in Public Policy from the Harvard Kennedy School.
As a graduate student at Harvard University, Ira made it her mission to develop one of the world’s best quality menstrual cups, which is a reusable alternative to sanitary pads and tampons. Ira was able to launch the business in 2021 with a grant from Cambridge University, where she used the funds to purchase a manufacturing mold and create the first batch of menstrual cups.
To help improve period poverty, Ira decided that for every cup Asan sells, they will donate one for free to a woman or girl who suffers, with the product also saving thousands. Asan also aims to avert millions of tonnes of landfill waste generated by tampons and pads.
Here’s what we found out about Ira’s daily routine, followed by an exclusive Q+A.
Can you share the journey that led you to become an entrepreneur and the inspiration behind starting your own business?
I grew up in Bangalore in South India and was shocked to learn that women in my community were missing out on work during periods, as they couldn’t access safe period care. When I began to research this problem, I learned that globally, we’re missing out on over $100 billion in GDP due to period poverty – a crisis. Asan was born out of this experience, with a mission to make menstrual health accessible for every single woman and girl, irrespective of her background or income.
As a woman in the business world, what challenges have you encountered, and what strategies have you used to overcome them?
One of the biggest challenges has been driving behavioral change. Many people are skeptical about using a reusable menstrual products, and there is a lot of misinformation and fear surrounding menstrual cups. To overcome this, we have focused on education and awareness campaigns, using social media and fun content to break down taboos and educate people.
How do you effectively manage the demands of your professional life while maintaining a healthy personal life as an entrepreneur?
It has not been easy, but I have come a long way. I used to be on call 24/7 – but I now have most weekends off and took my first proper holiday this year! This is all thanks to my trailblazing team, which is just as motivated to end period poverty and spread Asan’s mission as I am. Building (and learning to rely on) a solid team is the only way to have a work-life balance as an entrepreneur. You really can’t do it alone.
What networking strategies have proven most effective in building meaningful connections within your industry?
Networking can be tough, particularly in the UK, where networks are often more formal and harder to access than in places like the U.S. or India, where networks operate more informally. I’ve found that using professional networks like university alumni groups, Innovate UK, and Virgin StartUps has been helpful in broadening my network. These programs have provided me with access to mentors, investors, and other entrepreneurs who have been instrumental in helping Asan grow.
How do you seek out mentorship, and what role has it played in your entrepreneurial journey?
As a solo founder, seeking out experienced mentors has been the key to making the right decisions at the right time. I met Narayan Ramachandran the former CEO of Morgan Stanley at a talk by the Dalai Lama, and he was fascinated by Asan’s product and mission. He has been an incredible mentor and advisor who has really helped me through the highs and lows of entrepreneurship.
What strategies have you found most effective for selling your products and reaching your target audience?
Our one-for-one donation model has been key to connecting with our audience. Customers appreciate knowing that someone in need also benefits when they buy an Asan cup. We’ve also focused on partnerships to scale our sales, both directly to consumers and through B2B channels. Expanding our presence on social media, particularly on platforms like Instagram and TikTok, has allowed us to reach a younger, more eco-conscious audience.
What marketing techniques have you employed to promote your products successfully, and how do you measure their effectiveness?
Marketing is all about learning from a trusted source. Since period cups require behaviour change, the messenger has to be someone you trust—a friend, sister, classmate, or at least someone who looks and sounds like you! We measure the effectiveness of our marketing via e-commerce metrics like hook rate, clicks, add-to-carts, and purchases.
Can you describe a significant setback or failure you faced in your business and the steps you took to recover from it?
This summer, we completely unexpectedly went out of stock. In a way, this was a good thing (we sold much more than we expected!), but we had never sold out before and had to rush to produce more cups whilst managing customer expectations for those whose purchases would be delayed by a few weeks. I learned a lot about customer service, communication and importance of taking your customers on the journey with you.
What key piece of advice would you offer to aspiring women entrepreneurs who are just starting their journeys?
My advice to any entrepreneur would be to ensure you’re solving a real problem. Too often, people focus on what they want to sell rather than addressing a genuine need. If you’re solving a problem that matters, you’re more likely to build a business that resonates with people and stands the test of time.
Is there a specific mantra or quote that resonates with you and guides your actions as an entrepreneur?
Quality, always! Whether it’s product development, redesigning your website, making a pitch deck… put in the effort to deliver something great, even if it takes way more time and effort. Quality always pays off in the end.
