Ankur Khurana: A Personal Hygiene Brand That Strives To Bring the Sanitary Discussion in Vogue

“A personal hygiene brand that strives to bring the sanitary discussion in vogue.”

The Story –
Be Sprucy is a outcome of a family trip (2016), wherein Ankur witnessed the struggle of the group’s female members in finding clean toilet. Women face more challenges than men in the outside world related to personal hygiene.

Today, Be Sprucy is more than just an idea. Since our launch in 2020, we are expanding at a very fast pace. We recently got funded and the company now has presence on 11 OTC retailers across Canada. The success is largely because of word-of-mouth and digital marketing initiatives.

Be Sprucy is a customer-focused and agile brand, operating in a growing hygiene market and addressing important areas of concern in the personal hygiene segment.

Making a difference –
Be Sprucy also run a parallel social impact program called “Hope For Women”. The motive behind the program is to help women in low- and middle-income countries who manage menstrual cycles with great difficulties. We are pledged to contribute 25% of our profit towards this cause.

“Here at Be Sprucy, we strive to build our brand on customer trust, positive reputation, Invention, sustainability and social consciousness, and our goal is to become world’s top intimate and personal hygiene company”

Product line –
Hand sanitizer, Eco-friendly Sanitary pads, Female urination Device, Toilet seat sanitizer and Smart sanitizer station.

Tell us about yourself?

Hey Be Sprucy Family!

I am a computer science engineer and problem-solver by heart. I am a serial entrepreneur (4 past startups) and a seasoned business man with more than 11 years of experience in setting up and successfully running businesses from scratch.

I always believe that, poor sanitation is linked to transmission of diseases such as diarrhea, adenoviruses, HFMD, UTI etc. With the vision to reduce the diseases and conditions occurring from poor sanitization, I had this idea in mind from early 2016. The moment of epiphany came when I was travelling. I started working on this project since 2018.

If you could go back in time a year or two, what piece of advice would you give yourself?

Start early, start small and never be afraid of failures. I believe in failing fast philosophy which means takes an iterative, hypothesis-driven approach to develope and launch new ideas.

What problem does your business solve?

We are addressing important areas of concerns in the female personal hygiene segment.

The personal hygiene industry remains open to opportunities for improvements. Be Sprucy aims to improve the current personal hygiene practice by introducing range of Personal products that truly perform while holding ourselves to exceptional standards of sustainability.

Problems we are solving

  1. Women face more challenges related to personal hygiene while outside. As of today, it’s not possible for any government to maintain and provide adequate personal hygiene facilities.
  2. Social stigma and there is a need to destigmatize female hygiene topics.
  3. Designs are not innovative. Doesn’t fit the pocket.

I got to know very early in my research that the problem is real and there is lot of work going on towards solving these problem across the globe. But why North America is lagging is still a question, While Europe is doing quite well, countries like Spain, India have given some of the new age companies in personal hygiene space.

What is the inspiration behind your business?

The terrible experience related to personal hygiene that has always troubled women while outside led to a journey of research and development of Be Sprucy products.

What is your magic sauce?

Each Be Sprucy products solves different problem related to female personal hygiene.

  1. Protection – Against disease
  2. Convenience – Easy to use and carry-on designs.
  3. Local & Sustainable – 80 % Made in Canada and Sustainable.

What is the plan for the next 5 years? What do you want to achieve?

In 2022 we started exporting products outside of Canada. The plan for next 5 years is to become world’s top intimate and personal hygiene company.

What is the biggest challenge you’ve faced so far?

When Be Sprucy started, there were very few resources and help available for start-ups.
But I see a silver lining as more and more highly specialized not for profit programs are coming for budding entrepreneurs.

How do people get involved/buy into your vision?

You can follow us on
Instagram –
, Facebook –
& LinkedIn –

You can find our products on,,, and OTC retailers near you.

Wishing you all tons of love, health, and hapiness!

– Ankur , Founder at Be Sprucy Inc.

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