Through her social enterprise, Asan, Ira Guha has a mission to help end period poverty among low-income Indian women. Awarded the King’s Entrepreneurship Prize in 2019, she has designed and patented a reusable menstrual cup, giving women and girls in rural India a safe way to manage their periods and enabling them to go to school and work. In 2022 Asan was selected as one of Virgin’s 12 social impact start-ups to watch.