The “Period Revolution”: How Ruby Raut is Taking Nepali Innovation Global
In a world increasingly focused on sustainability, one Nepali entrepreneur is making waves by tackling a historically taboo subject: menstrual health. Ruby Raut, the visionary founder behind the sustainable period product brand WUKA, was recently featured on Good Morning Nepal (February 25, 2026) for her pioneering “Period Revolution.” Her journey from a small village in Nepal to leading a global sustainable tech brand is a masterclass in purposeful entrepreneurship.
From Taboo to Tech
Growing up in Nepal, Ruby experienced firsthand the cultural stigmas and practical challenges associated with menstruation. In many rural areas, “Chhaupadi” (the practice of isolating menstruating women) and the lack of access to sanitary products are significant hurdles. Ruby’s childhood memories of using old rags—which were uncomfortable and often unhygienic—became the catalyst for her business.
Moving to the UK to study Environmental Science, she realized that the “disposable” culture of pads and tampons was a massive environmental disaster. Combining her environmental expertise with her lived experience, she launched WUKA (an acronym for “Wake Up Kick Ass”), creating the UK’s first ever brand of reusable and leak-proof period underwear.
Global Impact and the “Period Revolution”
Ruby’s mission isn’t just about selling a product; it’s about changing a mindset. Her “Period Revolution” focuses on three core pillars:
-
Sustainability: A single pair of WUKA pants can replace over 200 disposable pads, preventing tons of plastic waste from entering oceans and landfills.
-
Health & Comfort: Using high-tech, breathable fabrics, she has modernized menstrual care for the 21st century.
-
Breaking Stigmas: Ruby uses her platform to speak openly about periods, challenging myths both in the West and in Nepal.
Bringing the Revolution Back Home
While WUKA is a massive success in European markets, Ruby remains deeply connected to her roots. She has been instrumental in educational campaigns in Nepal, advocating for better menstrual hygiene management and donating products to girls in need. Her feature on Good Morning Nepal highlighted her efforts to scale this sustainable tech globally while ensuring that the women of Nepal are not left behind in this health revolution.
A Role Model for the Next Generation
Ruby Raut represents a new breed of Nepali entrepreneurs: those who use technology and environmental science to solve ancient problems. Her success proves that a girl from a small Nepali town can lead a global conversation on health, environment, and social justice.
