Odds & Ends: No need to wipe
If there is one thing retailers have learned in the era of digital disruption it is that no idea or business model should be easily dismissed. That’s why the aspirations of Miki Agrawal, Founder of a company called TUSHY, and CEO Monica Pereira, should be taken seriously. The duo has created a bidet device that attaches to a standard toilet they believe belongs in every home.
“If a bird pooped on you, you wouldn't wipe it off with dry paper. So, why treat your butt any different?” the company asks on it Web Site, www.Tushy.me.
To fulfill their vision, Agrawal and Pereira just received $500,000 in funding from investors Propulsion Capital, Luke Sherwin and Neil Parikh of Casper the online mattress company and Zachary Werner with the online ad targeting firm Poln.
"We are thrilled to have such smart and established people who believe in what we're doing and get behind (pun intended) our mission," said Pereira. "As consumers become more willing to talk about taboo subjects like the fact that we all poop, and care about their health and impact on the environment, TUSHY's message of clean living will increasingly resonate."
While $500,000 isn’t a lot of money, TUSHY plans to use the cash to support manufacturing, online sales efforts, marketing and staffing.
Bidets are widely used in many parts of the world, but uncommon in the U.S., even though there are benefits to rinsing rather than wiping. It could take Americans along time to come around to the concept, but big brands such as Procter & Gamble’s Charmin and Kimberly-Clark’s Cottonelle should pay attention.