In this episode Ruby Rout tells me her inspiring story behind founding the UK's first fully leakproof reusable period-wear brand, WUKA. Ruby shares her incredible journey from growing up in period poverty in Nepal to moving to London with minimal resources, and ultimately establishing WUKA after an initial (small!) cash injection, and bootstrapping to the point of running a multi-million pound business. Ruby's story is one of resilience, innovation, and community-building. We talk about the challenges Ruby has faced, her unique approach to product development, and the importance of staying true to your values. A great listen for any founder whether your business is products-based or service-based, the lessons to building an audience and remaining resilient are absolutely universal. ----------------- This episode is supported by my amazing partners The SHE Collective - a women's wellness app, designed to help you feel Strong, Happy and Empowered – SHE As a member of their community I can tell you that their approach works for busy mid-life women. Balancing five core collectives - exercise, nutrition, mindset, nervous system and community – the SHE builds women from the inside out - no more short-term fixes and BS diets, but sustainable wellness, forever. The app features 500 on-demand workouts from 10-30 minutes to do in the comfort and convenience of your own home. Backed by nutritional and mindset advice, and supported by Whatsapp groups to keeo you on track, it's a fantastic way to get on top of your fitness in a way that works for you. Use code WILDER30 for 30% off your first month and join the movement HERE. You won't regret it! ---------------- EPISODE HIGHLIGHTS 01:13 Meet Ruby Raut: Founder of WUKA 01:26 Ruby's earlylLife and challenges 07:02 Journey to the UK 09:11 Experiences with period care 16:54 Founding WUKA: The early days 23:59 Scaling WUKA without investment 28:34 Focusing on what works 28:47 The origin of WUKA 30:09 Challenges of growth 32:50 Innovating period underwear 35:51 Expanding the market 37:49 Resilience and retail partnerships 42:57 Building a community 46:23 Advice for scaling a business 52:39 Final thoughts and reflections

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