A Period Shouldn't Cost The Planet
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A Period Shouldn't Cost The Planet



Founder Ira Guha, believes that periods should not be costing the planet, or women, in the way they do.


Plastic pollution is often associated with floating debris, litter strewn beaches, poisoned wildlife, and the degradation of natural landscapes. Whilst important to see the impact, the cause is often not fully understood. In recent years, awareness has grown that the problem runs far deeper as reports on microbeads in face wash, synthetic fibres in clothing, and even traces of plastic in the food we eat has lead to an awareness that this problem is inescapable.


While straws and single-use bottles dominate the global imagination, another major contributor remains largely overlooked. Period products are a hidden side of the plastic pollution crisis, with some containing as much as 90% plastic.


From the first mass-produced sanitary towel in the late 1800s to the launch of the modern tampon in the 1930s, menstrual products have rightly long represented progress, offering liberation, dignity, and improved hygiene. In recent years, awareness of period poverty and the dual challenges of access and affordability, both in the UK and globally, has rightly gained momentum. Yet the environmental aspect remains largely overlooked. 


One entrepreneur determined to change that is Ira Guha, founder of Asan Cup, a UK-based social enterprise addressing both period poverty and plastic pollution. While studying, Guha designed and patented the Asan Cup, a medical-grade silicone menstrual cup that can be reused for up to a decade replacing an estimated 2,500 disposable products per user.


“Few people realise the scale of environmental damage caused by conventional period products,” says Guha. “We’re talking about billions of items every year, most of which end up in landfills, oceans, or incinerators.”

Period products rarely feature in mainstream environmental discussions and are often considered an uncomfortable subject. As a result, they have become a hidden contributor to the global waste crisis. Yet the staggering statistics surrounding their use and disposal, highlight the urgent need to break the silence and confront the issue. According to the United Nations, over 2 billion people menstruate globally. Each will use between 10,000 and 15,000 pads or tampons in a lifetime. That equates to an estimated 200 billion period products disposed of each year, a figure that’s rising steadily as access to disposable products expands.


Ira saw that a solution was needed and inspiration was all around her,





“What drives me is the incredible resilience of women I meet across the world. My mum, a successful entrepreneur, has been a huge role model in both my professional and personal life. I find it outrageous that in 2025 women are still stuck at home and unable to work during periods. I’m passionate about empowering women and girls to easily attend school and work, so they can thrive and live up to their full potential”

Over the past 4 years, Asan has enabled over 100,000 low-income women across the world to attend school and work during periods. It has also stopped more than 200,000 tonnes of landfill waste from disposable pads and tampons. 


The company has also been commercially successful. Asan has tripled in growth since inception and annual run rate is currently $500,000. The business has sold over 100,000 Asan cups across 12 countries.


In 2024 the global tampon market was estimated at $5.5–6 billion USD, and it's projected to grow steadily at a Compound Annual Growth Rate of 4–5% through the late 2020s.


India alone, now the world’s most populous nation, is home to 355 million menstruating women. While many still rely on homemade cloths, the growing availability of commercial sanitary pads adds significantly to national waste streams.



Sanitary pads are composed of around 90% plastic, making them non-biodegradable and capable of taking 500–800 years to decompose. Tampon applicators, whilst sometimes made of recyclable plastics like polypropylene, are too small for many recycling systems. And wrappers are frequently made from multi-layer plastic film, which is unrecyclable in most municipalities.


The inability to dispose of these products in a sustainable way has resulted in both water and air pollution. When menstrual products aren’t buried in landfill, they’re flushed. In the UK alone, 2 billion period products are flushed down toilets every year, according to the Marine Conservation Society. These items clog sewage systems and are among the most common plastic pollutants found in the ocean.


Once in marine ecosystems, plastic breaks down into microplastics, releasing noxious chemicals and endangering wildlife. Fish and other creatures ingest these particles, leading to starvation, chemical exposure, and disruption of the food chain.

But land disposal is no better. The UK produces 200,000 tonnes of period product waste annually. As this waste decomposes, it emits methane, a potent greenhouse gas. Some landfills attempt to speed up disposal through incineration, but this creates its own problems. Burning plastic-heavy waste releases toxins into the atmosphere, contributing to air pollution and climate change.


“The Energy Justice Network notes that incineration is even worse than landfill when it comes to environmental impact,” Guha explains.

So, why Aren’t More People Talking About This?


Despite the scale of the problem, awareness remains low. Cultural taboos, lack of education, and entrenched habits mean that many women don’t realise the environmental harm caused by period products.


A 2022 survey from PhS found a clear knowledge gap among British consumers about the risks of flushing tampons. But it’s not just consumer behaviour that’s holding back change, industry inertia plays a role too.


“Large manufacturers have no incentive to shift to reusable products when disposable ones generate monthly profits,” says Guha. “Reusable options are often hard to find in stores, and rarely promoted.”

The Asan Cup addresses menstrual challenges on both social and environmental fronts. Designed with comfort and accessibility in mind, it offers an eco-friendly and cost-effective alternative to traditional period products. Beyond the product itself, Asan is committed to supporting communities affected by period poverty—distributing free menstrual cups and providing vital menstrual health education in low-income areas.


For Guha, solving the plastic problem is inseparable from addressing access and dignity.


“The conversation around sustainability must include menstrual health. We need products that are safe for bodies and the planet.”

Last year, Ira and her team launched the Asan Period Tracker. As a one of a kind app, it empowers women to better understand their own individual menstrual cycles as well as measure their ecological footprint based on the period products they use.


Visit the Asan Cup website to learn more.



Awards & Recognition


Mulago Reiner Arnhold Fellowship: https://www.mulagofoundation.org/how-we-fund


Cartier Women’s Initiative Fellowship: https://www.cartierwomensinitiative.com/fellow/ira-guha





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