Asan cup: A solution to periods, plastic and pollution

Name: Donate a Cup!
Brand: asan store
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Price: 900.0 INR
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September 12, 2025

This article is written by Cheyanne Bryan for Smiley Movement

Plastic-free July continues and as more people become aware of the environmental impact of everyday products, one issue continues to fly under the radar: the waste created by menstrual products.

Ira Guha, founder of the award-winning social venture Asan, is working to change that. She highlights the hidden environmental cost of disposable period products and the urgent need for sustainable alternatives. Through the Asan Cup, a reusable, eco-friendly menstrual cup, Guha is tackling both plastic pollution and period poverty.

She shares how Asan is reshaping the future of menstruation, combining environmental action with social impact.

A growing environmental crisis

“I first became aware of the environmental impact of period products as a student,” says Ira. “I was shocked by how little people knew about the waste associated with disposable pads and tampons. These products are made from plastics that take hundreds of years to break down, and yet, it’s a problem most people don’t think about.”

Globally, around 1.8 billion people menstruate every month. On average, a person will use 10,000 to 15,000 period products in their lifetime.

Ira explains: “In countries like India, many women still use homemade rags or cloths due to limited access to sanitary products. When these are discarded, they’re often burned or dumped, creating health risks for the environment and people alike.”

The scale of the waste is staggering. Approximately ‘200 000 metric tons of waste are generated from period products annually’, with pads containing up to 90% plastic, which takes up to 800 years to decompose. According to the Marine Conservation Society, up to 2 billion period products are flushed down toilets in the UK each year, contributing to marine pollution as they end up in our oceans.

The Asan cup: A sustainable solution

In response to this crisis, Ira Guha developed the Asan Cup, a reusable menstrual cup made from medical-grade silicone, designed to last up to 10 years. “I wanted to create a solution that could drastically reduce the waste caused by disposable products,” she explains. “The Asan Cup prevents the need for over 2,500 disposable products, making a significant environmental impact.”

Not only is the Asan Cup eco-friendly, but it’s also safer for health. Ira points out: “Disposable products often contain harmful chemicals and plastics that can irritate the body. The Asan Cup is made from body-safe silicone, reducing discomfort and providing a healthier alternative. Plus, it’s cost-effective—after the initial purchase, you’re set for years.”

Creating awareness for change

Despite the environmental benefits, the adoption of reusable period products remains low. “Millions of women are unaware of the environmental toll of disposable period products,” says Ira. “Many people still flush them down toilets or throw them in the trash without realising the harm they cause.”

In the UK alone, 50 million period products end up in landfills every month. Ira believes that educating consumers is the key to change. “We need to make reusable alternatives more accessible and normalise their use. The more we do this, the faster we can shift the market towards sustainability.”

As Ira notes, market forces are at play. “Manufacturers of disposable products have a vested interest in maintaining the status quo. That’s why it’s so important to raise awareness and make reusable products more visible.”

Despite the challenges, Ira is optimistic. “The Asan Cup has already saved millions of products from landfills, and that’s just the beginning. If more people switch to reusable options, we can make a massive difference for the environment.”

With greater awareness and action, the future of menstruation can be more sustainable. The Asan Cup is leading the charge, but real change will come when reusable products are the norm. The future is bright, and with advocates like Ira Guha, the shift is already underway.