Miki Agrawal: Disrupting Industries and Breaking Taboos

Miki Agrawal, the creative force behind TUSHY, is no stranger to shaking up industries and challenging societal norms. As the founder of a company that aims to mainstream bidets in the United States, Agrawal has embraced an unconventional marketing and product development approach.

TUSHY’s mission is twofold: improve personal hygiene and protect the environment. The company offers an affordable, easy-to-install bidet attachment that promises to reduce toilet paper usage by 80%. This eco-friendly angle is a vital part of TUSHY’s appeal. Agrawal points out that producing a single roll of toilet paper requires 37 gallons of water and contributes to the annual felling of 15 million trees.

Agrawal’s marketing strategy for TUSHY is as bold as the product itself. She leverages humor and irreverence to break down barriers surrounding bathroom habits, a taboo topic in American culture. The brand’s voice is designed to be funny and approachable, aiming to lower people’s defenses when discussing personal hygiene.

One of TUSHY’s most successful marketing campaigns focuses on human poses and body language, an approach Agrawal believes will resonate with a broad audience. The company’s logo, featuring a stylized human bottom in a water droplet, cleverly encapsulates the product’s function as a “shower for your butt.”

Regarding advertising, Agrawal favors working with mid-sized influencers with around 150,000 followers and a 10% engagement rate. She believes these partnerships offer the best balance of reach and genuine audience interaction. TUSHY also utilizes long-form video content to educate potential customers about the benefits of bidets, addressing common misconceptions and highlighting the environmental impact of traditional toilet paper use.

Agrawal’s entrepreneurial journey has been challenging. Initially, raising funds for TUSHY proved difficult due to investors’ hesitancy about the product. However, with $400,000 from early backers, Agrawal was able to launch and grow the company. Today, TUSHY boasts over one million satisfied customers.

Beyond her business ventures, Agrawal is open about her personal life, including her struggles with fertility. After difficulty conceiving her second child naturally, she decided to undergo in vitro fertilization (IVF) in July 2021. True to her nature as a “disrupt-her,” Agrawal has publicly shared her IVF journey, hoping to shed light on a topic often shrouded in silence and stigma.

By discussing her experiences with IVF, Agrawal aims to provide support and information to other women facing similar challenges. Her openness about this intensely personal issue aligns with her broader mission of challenging societal norms and fostering open conversations about traditionally taboo subjects.

Agrawal’s approach to business and personal matters reflects her commitment to disrupting the status quo. Whether it’s reimagining bathroom habits or discussing fertility struggles, she consistently pushes boundaries and encourages others to question established norms.

As the Chief Creative Officer of TUSHY, Agrawal focuses on innovative solutions that address individual needs and global concerns. Her goal is to elevate humanity and protect the planet simultaneously, a lofty ambition she pursues one bathroom at a time.

Miki Agrawal’s journey as an entrepreneur and advocate demonstrates the power of embracing unconventional ideas and tackling taboo subjects head-on. She has built successful businesses by combining humor, education, and a genuine desire for positive change and sparked meaningful conversations about personal health, environmental sustainability, and reproductive challenges. As TUSHY grows and Agrawal shares more of her experiences, she remains a compelling figure in disruptive innovation and social entrepreneurship.