How Asan Cup’s Social Sustainability Purpose Boosted eCommerce Sales with Ira Guha (episode 544)
Ira Guha is the founder at Asan Cup who are on a mission to eradicate period poverty and tampon waste with their innovative reusable menstrual cup. Designed and patented whilst Ira was a graduate student at Harvard, the business launched in 2021 and now serve around 10,000 customers a month via their Shopify site, Amazon and Wholesale.
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[06:28] UK-India E-commerce and Wholesale Business
[09:22] “Sustainability & Period Poverty Solutions”
[13:19] Cycle & Carbon Footprint App
[14:45] “Balancing Purpose and Product in Marketing”
[19:19] Listen to Ira’s Top Tips!
Purpose Can Be A Powerful Business Driver
Asan Cup’s mission to eliminate period poverty is integral to its identity. This core purpose attracts customers and fosters a strong connection with the brand. It also creates a positive cycle where the purpose that initiates the business becomes essential to attracting customers, building loyalty, and encouraging referrals.
Understanding Your Customer Is Crucial
Asan Cup listens to its customers to identify needs and expand its product range. This approach led to the development of complementary products like cleansers and lubricants, which meet customer needs and drive sales. Additionally, the company tailors its marketing messages to resonate with different audiences, focusing on sustainability in the UK and affordability in India.
Sustainability And Social Impact Can Be Integrated Into A Business
Asan Cup demonstrates that a sustainable product can also be an economical solution. The company effectively communicates the environmental benefits of its reusable menstrual cup, which resonates strongly with ethically minded consumers. This integration of sustainability not only aligns with consumer values but also enhances the brand’s appeal.
Place Purpose-Driven Messaging At The Right Stage Of The Customer Journey
Asan Cup uses customer pain points to draw people in initially. The company then introduces its purpose-driven messaging, such as the “buy one, donate one” model, later in the customer journey. This approach maximizes customer engagement and fosters loyalty without overshadowing the product’s immediate benefits.
Align Expansion And Growth With The Brand’s Core Values And Mission
Asan Cup’s plans for the future, including product development and entering new markets, remain focused on its mission to end period poverty and tampon waste. The company actively seeks partnerships and grants to amplify its social impact. This ensures that growth contributes to the company’s overarching goals.
eCommerce Book Top Tip
- Financial Intelligence, Revised Edition: A Manager’s Guide to Knowing What the Numbers Really Mean by Karen Berman and Joe Knight
eCommerce Traffic Top Tip
- Tap into the high trust and engagement of local community groups (like WhatsApp or Facebook). There is significant impact in the organic recommendations within these spaces.
Tool Top Tip
- The to do list on the Notes app
- AI for email inbox management
Carbon Top Tip
- Warehouse and package products as locally as possible to the end customer. This minimizes the carbon emissions associated with long-distance transportation, especially for last-mile delivery.
Interview links
Related Episodes
- How Sustainability and Community are super-powering this fashion brand with Katie McCourt from Pantee (episode 373)
- Balancing Growth and Purpose with Y.O.U Underwear’s Sarah Jordan (episode 492)
- The Power of Purpose: How B Corp Values Fuel eCommerce Growth at Sarah Raven, with Ash Pallet (episode 532)
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