In this latest episode of Brand Growth Heroes, Fiona sits down with the inspirational human being Ruby Raut, the founder and CEO of WUKA (Wake Up, Kick-Ass), to discuss her remarkable story from growing up in Nepal, where menstruation was shrouded in taboo, to creating a brand that is revolutionising the Fem Care category, and giving dignity back to girls and women every month.

Ruby’s background in environmental science and her passion for sustainability inspired her to create WUKA, a brand offering sustainable, leak-proof period underwear that drives positive change in the Femtech space.

Ruby highlights WUKA’s incredible milestones, from becoming the first period underwear brand to hit supermarket shelves in the UK to successfully campaigning to remove VAT on these essential products.

She opens up about the grit and determination it took to bring her ideas to life, from cleaning toilets at the 2012 Olympics to founding a pioneering company.

What we loved learning in this episode

• A world-class example of how authentic business purpose can inspire true innovation and customer loyalty.
• Insights into the process of developing sustainable products
• How focusing on a single SKU instead of a complete range can keep things simple - for you and for your shopper
• Practical advice for entrepreneurs on overcoming challenges, keeping costs down, and focusing on social impact.

Find out today how and why Ruby Raut is reshaping the future of period care for millions.

By the way, if you're listening to this on Spotify, you'll find a place where it says ASK A QUESTION.

You can ask Fiona a question, and she will be able to answer you. So, if you have any questions about this episode or anything you thought helpful, please let Fiona know!

Useful links

https://www.linkedin.com/in/ruby-raut-49987b58/

WUKA website

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Thanks to my Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.