Miki Agrawal’s latest business venture arose from her intense dissatisfaction with toilet paper. Besides being ineffective at its assigned task, toilet paper use contributes to UTIs, yeast infections, hemorrhoids, anal itching, and anal fissures. Toilet paper production also negatively impacts the environment, taking down 15 million trees annually in the United States alone.
Putting her disruptive mindset and entrepreneurial skills to work, Miki Agrawal designed an elegant solution to the problem. Drawing on bidets’ proven cleaning and hygiene capabilities, Miki Agrawal created the TUSHY bidet attachment that users install on their toilets in 10 minutes.
TUSHY costs less than $100, and consumers recoup those funds in three months by ramping down their toilet paper usage. As a bonus, TUSHY requires only one pint of water to get the user squeaky clean.
Developing the TUSHY toileting solution has certainly engaged Miki Agrawal’s keen problem-solving skills. She clearly delights in creating a product that offers unmistakable benefits to users. “It’s a no-brainer,” explains entrepreneur Miki Agrawal. “I love love love being able to question something and then provide a tangible solution to solve it. To date, TUSHY has helped over 5 million trees from getting killed for toilet paper consumption.”
TUSHY’s impact has even extended to the other side of the world. Thanks to TUSHY installations, over 60,000 families in India now have access to clean toilets. This represents a first step in solving a global sanitation problem that affects more than three billion people in many countries.
Like many new products, TUSHY took time to gain market traction. Now, however, almost one million customers have enjoyed TUSHY’s proven benefits. The March 2020 toilet paper shortage dramatically increased demand, and TUSHY’s revenues were 10 times higher than projected. In fact, $1 million worth of TUSHY products flew off the shelves in one day.
Of course, disrupting the status quo does come with its detractors. Miki Agrawal received harsh criticism from skeptics who insisted that TUSHY would spew filthy toilet water everywhere. However, Agrawal knew the device’s design would prevent that from happening. TUSHY uses clean water from the wall, not dirty water from the toilet bowl or tank.
For Miki Agrawal, TUSHY’s launch represents the latest in a series of disruptive ventures. The resourceful social entrepreneur first opened WILD, a gluten-free New York City pizza restaurant that uses farm-to-table ingredient sourcing.
Prior to TUSHY, Agrawal introduced THINX to the marketplace. This reusable underwear brand helps women better manage their periods. The Company also sends pads to Ugandan schoolgirls, enabling them to attend school even during their periods. Taken together, Miki Agrawal’s businesses have received a $200 million valuation.
Miki Agrawal shares many of her intriguing insights in two best-selling books. DisruptHer catalogues her ongoing journey as a serial disrupter. Do Cool Sh*t provides guidelines for turning a passion project into a viable business.
Agrawal’s bold determination and business acumen have earned her accolades from several respected organizations. Inc. Magazine named her one of its Most Impressive Women Entrepreneurs, and she is among Fast Company’s Most Creative People. Miki Agrawal’s achievements have a global reach, leading the World Economic Forum to designate her one of its Young Global Leaders.
Miki Agrawal offers sage advice to entrepreneurs blazing a new trail. “There will always be tasks that feel tedious in every position, but those practices are important in building the muscle memory of a new skill set. It’s not always just fun fun fun when creating…It’s a balancing act between wanting to learn as much as possible while building a deeper skill set in some of the more tedious aspects of the job while finding patience.”
