Few individuals have made as bold a splash in entrepreneurship as Miki Agrawal. As the mastermind behind TUSHY, she’s not just selling a product; she’s on a mission to revolutionize how Americans approach personal hygiene. TUSHY’s premise is simple yet revolutionary: a bidet attachment that promises to reduce toilet paper usage by a staggering 80%, all while improving cleanliness and lessening environmental impact.
Agrawal’s approach to marketing TUSHY is as unconventional as the product itself. She embraces a cheeky, irreverent tone that cuts through the awkwardness typically associated with bathroom talk. By doing so, she’s turned what many consider taboo into a topic of open discussion and excitement.
The TUSHY brand voice is crafted to be funny and irreverent, effectively lowering people’s guard when discussing personal hygiene. Agrawal believes this approach is crucial; with it, the subject would quickly become mundane and retain people’s interest. Her marketing campaigns are designed to push boundaries just enough to get people talking while maintaining an artful and respectful presentation.
One of TUSHY’s most successful advertising efforts was a low-budget video featuring a friend of Agrawal’s simply sitting on a toilet and reading product reviews. This unassuming yet engaging content struck a chord with viewers, proving that creativity often trumps high production values when capturing public interest.
Agrawal’s business acumen extends beyond clever marketing. She recognizes the importance of operational solid management, a lesson she learned from her experiences with her previous venture, WILD, a farm-to-table pizzeria chain. With TUSHY, she brought in operations professionals from the start, ensuring a solid foundation for the company’s growth.
As chief Creative Officer, Agarwal focuses on disruptive innovations and social enterprises. Her goal is ambitious: to elevate humanity and protect the planet simultaneously. It might seem like a lofty aspiration for a company selling bidet attachments. Still, Agrawal sees it as part of a larger mission to challenge societal preconceptions and empower people to create their reality.
Agrawal’s innovative approach hasn’t gone unnoticed. She’s been recognized as one of INC’s Most Impressive Women Entrepreneurs, made Crain’s 40 Under 40 list, and was named a Young Global Leader by the World Economic Forum. These accolades underscore the impact of her unique approach to business and social change.
Beyond her professional endeavors, Agrawal is also open about her personal life, including her in-vitro fertilization (IVF) journey. By sharing her experiences, she aims to destigmatize the process and support others facing similar challenges. This openness aligns with her mission of challenging societal norms and fostering positive change.
Agrawal’s approach to IVF mirrors her business philosophy: she tackles the subject head-on, sharing both the difficulties and the hopes associated with the process. By doing so, she provides valuable insights and emotional support to women who may feel isolated or uncertain about pursuing IVF.
Throughout her career, Agrawal has consistently demonstrated a knack for identifying areas where societal taboos intersect with unmet needs. Her companies, including THINX (period underwear) and WILD, all address aspects of daily life that are often overlooked or considered embarrassing to discuss openly.
At the core of Agrawal’s work is a belief in breaking down arbitrary societal controls. She sees many social norms as outdated and arbitrary and is not afraid to challenge them. Whether it’s reimagining bathroom habits, destigmatizing menstruation, or openly discussing fertility struggles, Agrawal is committed to pushing boundaries and sparking meaningful conversations.
Miki Agrawal’s journey as an entrepreneur, author, and advocate demonstrates the power of addressing taboo subjects with creativity and humor. By challenging the status quo in hygiene, sustainability, and reproductive health, she’s building successful businesses and driving social change. As she continues to innovate and share her experiences, Agrawal remains an influential figure in socially conscious entrepreneurship, proving that it’s possible to do well in business while doing good for society and the planet.
