How the Gustavson School of Business helped make an impact on women’s health

By Jennifer Ivanov

When Jayesh Vekariya received his MBA from the Peter B. Gustavson School of Business in 2019, he left with more than a degree—he had a vision to create meaningful change. What he couldn’t have predicted then was how quickly it would all take shape. Through personal experiences, Jayesh was aware of inequities in access to period products, including challenges faced by his own family.

Growing up in India, Jayesh witnessed firsthand the resilience and sacrifice of his mother and sister. Their strength left a lasting impression on him, as did the personal stories of women who faced barriers to proper menstrual care and how those challenges often affected their education. Those experiences led him to look for a way to create meaningful impact for women facing these barriers.

He knew early on that he wanted to build a business that could make a difference; and he credits Gustavson with helping him find that path forward.

“I did a lot of research before deciding on Gustavson,” says Jayesh. “I looked at over 400 universities around the world. Since I would be borrowing money from friends and family in India to pay my tuition, I knew I had to choose the right place. When I narrowed my search to UVic, I saw a school and a community willing to support entrepreneurs.”

In just six years, his vision has grown into an impact-driven period care company called joni, focused on sustainable products while advancing menstrual equity. The need is significant: according to joni, one in three Canadians under 25 who menstruate face period poverty, highlighting the need for accessible menstrual care. Jayesh knew he could make a difference.

“It was always about doing something good, we were building the journey as we were building the company. It wasn’t just about profit—but prosperity,” explains Jayesh. “The framework came into place at UVic. We weren’t simply focused on running and growing a business, but very much about social impact, sustainability, and the whole ecosystem.”

Giving back by helping others

Joni has operated on a giveback model from the very beginning. It helps bridge the gap in access to products by funding more than one million period products donated, along with education and research initiatives. Joni products are now available in over 2,100 retail locations across Canada. In 2025, the company was recognized by The Globe and Mail’s Report on Business as one of Canada’s Top 20 Fastest-Growing Companies.

This year, on joni’s sixth birthday, Jayesh is taking that giveback model a step further, with a $6,000 donation to the Gustavson School of Business and another $6,000 to the UVic Innovation Centre. He hopes the investment will help future student entrepreneurs.

“Success goes beyond education. It was truly the whole UVic environment that played a significant role in supporting me,” explains Jayesh. “Gustavson gave me the framework to succeed. The people behind the Innovation Centre helped me day and night and encouraged me to keep going when I was doubtful.

“Instructors like Mia Maki always made time to see me and talk through ideas,” he continues. “What’s most incredible is that so much of this happened long after I graduated from UVic. I felt they helped me because they genuinely believed in my idea and wanted me to succeed.”

Helping students turn dreams into reality

“He was so passionate about period care and what it meant for young women,” recalls Mia Maki, associate dean, external and outreach at Gustavson. “I remember having a conversation with him. He shared a story about a family member and how access to period products was essential for her to attend school. In that moment, I really understood why he was doing this. It wasn’t just about building a purpose-driven business, there was both a social mission and a personal motivation behind it. It was such a meaningful moment.”

With support from UVic’s Innovation Centre, Jayesh began developing the business model that would eventually become joni. He later went on to meet Linda Biggs, and together they co-founded the company in 2020. “When Jayesh met Linda and brought her on as a co-founder—they came in as co-CEOs, it was unconventional,” says Jerome Etwaroo, director of UVic’s Innovation Centre. “What really stands out is how their partnership formed early and shaped the direction of joni from the start.”

Etwaroo notes that the Centre has supported more than 2,000 students across all faculties, helping launch more than 350 startups over the last 10 years. “One of the things we talk a lot about is that successful startups need a validated idea and a strong team,” he says. “Jayesh and Linda are a perfect match. Thank you for breaking barriers and setting the tone for future entrepreneurs.”

Looking to the future

As joni continues to grow, Jayesh remains grounded in creating impact, the same purpose that first took shape during his time at Gustavson. In making his recent donation, he hopes to give future students the same kind of support and encouragement he once received, so they can explore bold ideas.

“Don’t be afraid to ask for help when you are starting out,” says Jayesh. “You’ll be surprised at how many people are willing to help you. There have been so many people who have helped me along the way. The greater UVic community is so connected—CEOs, alumni—there are so many people willing to reconnect and share their knowledge. It’s a privilege to come from the UVic community.”

Today, he’s focused on helping more people by expanding the company into new countries, creating new partnerships and developing new products.

Jayesh describes himself as someone who is still learning—grateful for his roots at Gustavson and committed to sparking in others the same sense of purpose that joni first ignited in him.