Mensuration is one particular normal bodily function that a lot of people, irrespective of whether they’re men or women, still shy away to talk about. But, New York based entrepreneur Miki Agrawal along with her twin sister Radha Agarwal is on a mission to end these apprehensions attached to periods for once and all.
Having already won laurels like Social Entrepreneur of the Year at the World Technology Awards 2015, the Tribeca Film Festival’s Disruptive Innovator Award, and landing a place in Forbes’s Top 20 Millenials on a Mission in the year 2013, this Social Entrepreneur has now decided to invest her focus in breaking the period taboo by inventing THINX, a startup that manufacture and sells underwear for women on their period.
These award-winning, patented technology panties promises to keeps its customers feeling clean, dry and confident all day long. In order to fulfil its this mission, every Thinx has a top layer that wicks all liquid into the uber thin absorption layer present right beneath it. In addition to all this, it’s anti-bacterial, leak-resistant and highly absorbent, so much so that it can hold up to two tampons’ worth of liquid. The underwear comes in six versions, including one for transgender men.
Designed by women in the city of New York, the underwear is manufactured by Sri Lankan women at a family-run factory that has a serious commitment to provide its employees with supplementary education and training in order to empower them to become powerful leaders in their communities.
According to the startup, its aim is to eliminate shame and empower women and girls all around the world by reimagining feminine hygiene products to provide support, comfort, confidence, and peace of mind.
THINX has a unique support matrix hidden within beautiful underwear that has women covered every day of every month. This high-performance, patent-pending underwear is leak/stain-resistant, anti-microbial, moisture-wicking and lasts for several years. No more worries or embarrassment – just full support, superior comfort & style.
Considering the subject at hand, the startup did face several road bumps on the way. For example, they aren’t allowed to advertise on television, in elevators, in taxis and have to constantly come up with new ways to make mensuration and feminine hygiene products an acceptable dialogue. Despite all these obstacles, the startup has crossed all expectations and increased its revenue by a solid 2,500-3,500 percent between 2015 and 2016.
The Thinx’s team strong dedication and hard work is essentially the reason that Thinx was recognised as one of TIME magazine’s top 25 inventions in the year 2015.
Seeing Thinxs’ set on the right path, Agrawal is now working dedicatedly on two new projects: Tushy, a bidet that has a royal black and gold version; and Icon, an underwear for incontinence.
Having an Indian father and a Japanese mother, Agrawal twins spent her childhood in beautiful Montreal before making a move to New York city to attend Cornell University.
Notably, the global feminine hygiene industry is projected to hit $15.2 billion by 2017, according to data from market research firm Global Industry Analysts Inc., and is dominated by major brands including Procter & Gamble, Kimberly-Clark and Johnson & Johnson. Startups like THINX by Agrawal sisters could disrupt the market that is still dominated by old and big brands and yet to be tapped by new startups.