Miki Agrawal Takes TUSHY From Startup to Industry Leading Company
Miki Agrawal, founder of TUSHY, identified an opportunity to introduce bidets to the US market, as bidets had not yet become mainstream in the United States despite their eco-friendliness and superior cleaning capabilities. Agrawal observed that Americans consume an average of 100 rolls of toilet paper per year, which translates to the felling of 15 million trees annually for toilet paper production. As such, Miki Agrawal aimed to create a product that was both environmentally sustainable and more effective in terms of personal hygiene.
Overcoming Cultural Barriers
However, Agrawal recognized that cultural barriers hindered the adoption of bidets in the US market. Bidets were commonly perceived as expensive, difficult to install, and luxurious. To address these challenges, Agrawal developed a product that was simple, affordable, and stylish. In addition to the product itself, Agrawal also focused on creative branding and marketing to promote TUSHY and distinguish it from more traditional brands.
To differentiate TUSHY from competitors, Agrawal utilized humor, irreverence, and unconventional marketing tactics. For instance, the company’s name “TUSHY” conveys a light-hearted, playful vibe while also clearly communicating the company’s mission to promote better hygiene. Furthermore, TUSHY’s website features cartoon characters and clever puns, and its social media accounts employ provocative imagery and humorous messages to engage with potential customers.
Miki Agrawal’s Marketing for TUSHY
Miki Agrawal has established a robust social media presence for TUSHY by amassing over 100,000 followers on Instagram. The platform is used by Miki to share pictures and videos of TUSHY products, engage with customers, and share anecdotes about the company. A highly successful social media campaign that TUSHY conducted was the “Ask Me Anything” series, where Miki answered customer queries regarding the company’s products and mission. This tactic enhanced customer trust and boosted brand loyalty.
TUSHY’s distinctive brand identity differentiates it from its competitors in the market. The company’s goal is to “modernize the American bathroom” and advocate for sustainable living. The company’s branding reflects this mission by incorporating playful graphics, bold colors, and an irreverent tone. Miki Agrawal focused on TUSHY’s core values to create a strong brand identity, which has helped build a loyal customer base.
Potty Humor
Humor has been a noteworthy marketing strategy employed by Miki Agrawal to promote TUSHY. The company’s marketing campaigns are often tongue-in-cheek, irreverent, and at times, provocative. For instance, the company’s website features a video of a man in a diaper endorsing the benefits of bidets. Although some might find the humor off-putting, it has helped to establish TUSHY’s brand identity and appeal to a younger demographic. The company’s marketing campaigns have been successful in generating buzz and creating customer referrals.
Potty Culture
Miki Agrawal has been successful in cultivating a community around TUSHY. The company has a blog that publishes articles about sustainable living and bathroom culture. TUSHY’s podcast, “TUSHY Talk,” hosted by Miki and guests, covers a variety of bathroom-related topics. The company’s Facebook group, “The Poop Cult,” is a forum where customers dish about all things potty related.
About Founder Miki Agrawal
Miki Agrawal, Founder of TUSHY, is a revered social entrepreneur, best-selling author, and industry disrupt-her. She has penned the best-sellers, “Do Cool Sh*t” and “Disrupt-Her”. In addition to her books, Agrawal often speaks to audiences about her experiences in entrepreneurship and business development.