What if someone told you that there are plastic-free, 100 per cent handmade natural fabric bags that are water-resistant, low maintenance, military-grade material and for every bag sold, five trees are planted in India?
On this Plastic Free Bag Days, meet Clan Earth – Manufacturers of plastic-free eco-friendly bags made out of canvas who plant five trees for each sale made, Co-Founder of Clan Earth PRIYANKA MANDAL who also runs an NGO and lives a zero-waste life talks about the story of Clan Earth in conversation with Sruthi Bhat for the #volocal campaign an initiative by News Aur Chai.
Launched their first product in January 2020 by Priyanka and Broteen Biswas, Clan Earth is a manufacturer of high-quality Plastic-free bags made out of Canvas. Though the brand began its operations only in January 2020, the duo researched and built the brand from an idea for over a year all while handling their full-time jobs as a Business Analyst and Software Developer respectively.
Despite being from Kolkata that has a large number of leather industries and bag manufacturers, they braved many challenges in building this unconventional brand.
Priyanka and Broteen had been volunteering at a lot of local communities in Kolkata for five years educating kids and teaching handicrafts to the adults through their NGO.
Over the years, they realised that the root cause of poverty was extreme dependence on daily wage-paying odd jobs which sometimes also lead to severe unemployment. With a view to eliminate poverty, they wanted to start a community based, value-driven business so they could employ the local community without causing harm to nature and at the same time where the work roles were not gendered.
“The basis of Clan Earth is to empower people,” says Priyanka about some values that they wanted to embody in the brand they were building.
“When we were zeroing down on products for the business, we wanted it to be community-based and slightly easier to learn to make,” she recalls. They had a lot of people from the local community who already knew how to sew and use sewing machines and hence they decided on to make bags but also wanted to ensure that these bags did not harm the environment in any way. “When we think of bags, India is filled with polyester bags; not many recognise the fact that the backpacks that have been ruling the market are also non-biodegradable and will end up in a landfill where they will take 500-800 years to decompose,” she says.
Thus the hunt for the perfect material began where Priyanka and Broteen spent days researching how bags are manufactured, understanding the primary raw materials used, finding alternatives for non-biodegradable raw materials etc. “Finding the perfect material took the longest in our journey, every alternate we stumbled upon was not feasible one way or the other,” recounts Priyanka.
Finally, they ended up with Cotton canvas which when coated with wax gave the perfect eco-friendly water-resistant bags. Furthermore, all their fittings are made of metal, resulting in reusable and recyclable bags. They go the extra mile and offer to take back the bags once the customers feel they have lived their life so that the metal parts can either be recycled or reused.
Being Gen Y Entrepreneurs, they didn’t have to go far off when it came to designing their bags. Both Priyanka and Broteen brainstormed to come up with the designs. “Since our target customers were from our age group, we just asked ourselves what all we would want in a bag and just incorporated it in our designs keeping in mind the lifestyle we live,” says Priyanka. They paid attention to tiny details like having allocated compartments for Gadgets, Keys, stationery etc.
“We didn’t want to make bags just for fashion where a customer moves on from it after four-five months of using it; we wanted to make a high utility, long-lasting backpack designed to solve the problems of everyday adult life,” she adds.
Aiming to create a brand that customers could value not just for their products but also the ethics they work with, they kept their designs simple, minimal and eco friendly. Their portfolio currently has five variants that cover all kinds of bags a person would ever need – a small pouch, a convertible sling, an everyday backpack, a travelling backpack and a duffel bag for the gym or short trips.
To add value to the bags and name them in a way that represented the values the brand stood for, they decided to name them after endangered animals based on their designs. Their smallest backpack is called the Koala, and the duffel is called the Rhino. This not only helped create awareness about endangered species but also left a mark on the customers to be a tad bit more eco-friendly.
“We wanted to tell stories through our bags and related the design of the bags, to the endangered animals so that we could tell the story of that animal through our bag,” says Priyanka.
However, they didn’t stop there, “We asked ourselves, can we do more for the planet?” she says, and that is how they came up with the idea of planting trees for every sale made. Again, they were faced with the challenge of how to do it systematically. “We are from the city, and we knew that planting trees here was difficult, plus even if we did, they wouldn’t survive long,” she adds. With that in mind, they wanted to ensure that the survival rate was 100%, and decided to team up with a Reforestation Organisation. Although, there again, they ensured that they chose one that worked closely with local communities and prevented deforestation in addition to reforestation activities.
When they did finally put together a year of hard work and research into launching their first product in January 2020, within three months of operations, the pandemic hit resulting in the nation-wide lockdown which was a challenge the duo did not anticipate. To their surprise, they got quite good reviews “We were a little sceptical at first about how the brand would progress, but over the lockdown, we had great reviews come in, not only from our customers but also from people who hadn’t bought our bags but appreciated what we were doing as a brand,” says Priyanka who had quit her job in November 2019 to be involved in each and every progressive step made by the company.
Affordably priced, they managed to keep their margins really low as they identified India to be a highly price-sensitive market and the only way to capture it without a deep pocket for marketing was to cut down margins and focus on quality and brand’s values. “We usually get replies from people saying that most sustainable products are highly-priced, but they loved how our bags are such high quality, craftsmanship and we do so much as a brand; moreover, still our prices are so competitive,” says Priyanka. “This actually encourages us even though our margins are low to help people make a sustainable shift,” she adds.
Closely Knit, the five-member backend team has taken it upon themselves to hustle throughout even during the lockdown. “Till mid-March, we had good sales, but once the lockdown was announced, it started dwindling, we were distraught, we just thought to ourselves that we have bad timing, and spent days confused about what to do in the future,” she says. With a never back down attitude and counting on all the love they were getting over social media, they vowed to take it forward, “We just started marketing our brand and our values a little more, and some sales started happening; thus it sort of came back on track,” she adds.
With Unlock 1.0, the Clan has been showered with love and has managed to plant 750 Trees. Going forward, they plan to add a few more variants like laptop sleeves and kits shortly, based on the requests they have been receiving from their customers. They want to inspire a generation to become “Earth Ambassadors”, who are thoughtful about our home planet and who find fashion, style and a lifestyle which doesn’t have negative but a net positive impact on our planet and our vulnerable communities.
Share your business stories with us by sending an e-mail to [email protected] and stand a chance to be featured on our campaign.
Curly Charmy: Mantra To Happy Curls
Charmi Vichhivora, a young entrepreneur, and a photographer by passion started “Curly Charmy” in 2020. Curly Charmy is a small-scale business that deals with hair care accessories especially with products that take care of curly hair. In an interview with News Aur Chai, Charmi shares her journey of starting a small business.
On asking about the idea of starting a small business, Charmi said, “It was the lockdown period and the photography business was shut. So I decided I should at least take care of my hair since I faced a lot of challenges with maintaining my hair, like excessive hair fall, frizzy and dry hair, and was unable to maintain my curls. As I didn’t know how to take care of it, I looked it up on the internet to find products that would help me. Eventually, I came across the curly girl method but the hair care accessories were expensive and I couldn’t afford them. So I decided to make it on my own. I purchased the fabric and made the product at home. I was so proud of what I had made. I was determined to help every person who struggled with maintaining curly hair. I put up a story on my private account asking my followers if they would be interested in buying the hair care product and the response was crazy. I was not serious about it initially. As I started receiving orders even on my private account, I decided to make use of this opportunity and open a business. My main goal was that it should be affordable, as I was not able to afford it. Now I’m always working on Curly Charmy. That is all I can think of. It has helped my hair.” said she.
“The curly community is super great, they have always been very supportive,” she added.
When asked if the pandemic affected the business, she said,” The pandemic did affect my business especially during the lockdown period as the courier services were shut. The sales were not great, and I was demotivated as I had invested money into it.”
Charmi’s family helps her with the packaging of products and buying fabrics. She has appointed a tailor whom she could help by giving her work. She is the one who makes the products as there are many orders every day.
The available products are Scrunchies, Bonnet, Headband, Pineapple Protector, Scarf, Pillowcase, and Detangler all customized, available in different sizes, and most importantly cost-effective! All the products are made of satin, as it helps to keep your hair intact.
“In India, curly hair care is underrated and I would like to reach as many people as I can to promote that curly hair is beautiful too. Curly hair is not a trend, it’s a lifestyle!” she added.
Fully Baked: Taste the Professionalism of Baking!
“I started my business during the pandemic. What better time to start a baking venture than during a time when all shops are closed down and people need to alleviate their COVID-19 anxiety?”, says Ananya Ganesh Shandilya, a passionate chef who is also a finance professional. ‘Fully Baked’ was started in February 2020 as a ‘two birds, one material’ way to transform her creative thoughts and build a business that she was passionate about. In an interview with News Aur Chai’s Feba M. Abraham, Ananya shares about her personal venture that reflects her simple, fun and an absolute foodie personality!
Ananya grew up eating decadent desserts and pastries and found immense joy in watching cakes being baked on television. She recollects her hilarious ‘maiden baking experiment turned disaster’ after receiving a baking oven as a gift 5 years ago. However, that did not hold her back. She was determined to learn the chemistry behind baking and improving her skill set.
“A dissatisfied customer is an entrepreneur’s worst nightmare! I know the rage a person can feel when they order a cake and bite into a stale, dense mess that is neither delectable nor alleviates your dessert guilt”, said Ananya. When it comes to planning, she creates her baking workflow the day prior to delivery in order to avoid any mishaps and to account for logistical delays. Being an early bird, all desserts are freshly baked to be delivered on the same day as the order date. She usually puts up the various bake sales along with the dessert choices of the day, on the official Instagram page. The desserts are normally ready to go out by 9 A.M., but on busy days, the desserts will be out latest by noon. Once her baking hustles for the day are over, she then sits down for studying with her CA books. She never fails to take breaks wherein she plays chess.
When asked about the creation of the recipes, Ananya describes her journey as a learning curve of tweaking internet recipes and experimenting with several flavors till she found the ones that met her expectations. She gives importance to her customers’ preferences and be aware of health related issues. She records customer feedback and then improves upon the taste by adding possible new elements. She goes on to add, “This has been the most indispensable tool for improvement and I find myself putting two contrasting ingredients only to hear that they created an exotic burst of flavors in my customers’ mouths!”
So, what exactly makes ‘Fully Baked’ unique and distinct from the others? Here, all the desserts are 100 per cent eggless. She also makes sugarless desserts as she strongly believes everyone should get to taste her delicious treats. Without compromising on the quality, she tries to cut costs and also maintain rigorous accounts for her business. She reinvests all her profits back into the business, like the small businesses.
Out of all the desserts introduced so far, the customers’ all-time favorites have been the chocolate ganache cupcakes and tarts. The coffee and mango cupcakes also started give a strong competition to the chocolate ganache delicacies recently.
Ananya’s parents have greatly supported her in this venture. Her mother has been involved in every step of the process and her father has instilled in her a strong work ethic and a special kinda love for spreadsheets for better organizing. “I certainly would not be where I am today, without their emotional support along the way.”, said Ananya. Right from childhood, Ananya has been huge fan of the reality TV shows, ‘Cupcake Wars’ and ‘Masterchef USA’. “Florian Bellanger and his unparalleled skills as a pastry chef awoke my inner Nigella Lawson. His fortitude to experiment with and create new twists on classic French pastries like macaroons and éclairs inspired me to venture outside my comfort zone as well—becoming a baker.”, said Ananya.
When it comes to the advertising segment, the following are the main means that contribute to the growth of the business:-
- Word of mouth and valuable customer feedbacks;
- The official Instagram page, @ananya_shandz, showcase all the colorful and eye-catching desserts;
- Once sales started taking shape, she listed the entire host of desserts along with the corresponding prices on the website, www.fullybaked.in .
- The customers are also free to contact the business’ number (+91 78670 04000) to place the orders.
She takes precautions, such as the personal protective equipments, to carefully bake the desserts. Both pick-up and home delivery are available, according to the convenience of the customers. Also, her couriers practice social distancing while delivering. Her utmost priority is to ease the customers of their doubts of having to order food during the pandemic. She says, “I try to proactively communicate with them and reassure them that all requisite precautions have been taken.”
In the course of pursuing Ananya’s passion for baking, her patience and ability to improvise have certainly improved. She has personally understood the importance of active listening and paying attention to detail.
When asked about the future of the business, she went on to say, “I want Fully Baked to be inclusive of people with a myriad of health ailments, dietary preferences and restrictions. I am planning to develop an entire host of vegan and gluten free desserts. I am also planning to branch out into savories, particularly the Italian food, especially the preparation of pizza and garlic bread from scratch. Also, I currently deliver only in Chennai. I hope to expand the delivery boundaries soon.”
As mentioned initially, Ananya is a dual professional handling finance on one hand and baking on the other. When questioned whether home baking is a better option than any corporate job, she replied that the answer to this questions depends on what you want from life and who you are as a person. She strongly believes that “if you do what you love, you will never work a day in your life.” By doing so, she gets to be her own boss, set her own business hours and work hard till she drops doing something she loves. She then concluded saying, “However, it is important to acknowledge that not everyone has the liberty and privilege to pursue their passion. To each their own!”. Let us not forget the main tagline of this blooming business, “Have your cake, and eat it!”
I am pretty sure that after reading the above article, you must be really hungry. What are you waiting for then? Head over to Fully Baked’s official Instagram, @ananya_shandz, and order away!
Introducing Khojdeal : Bringing Visibility to Hyperlocal MSMEs With Affiliate Marketing
In tandem to the Make in India and Atma Nirbhar Bharat initiative, Khojdeal offers it’s platform to local vendors to showcase their products offering to the Indian audience. Being Vocal for Local has been a part of the organization’s ethos since it’s conception in 2016. A spectrum of players from the Indian startup ecosystem are offered visibility and a platform to share their story with our audience in addition to cash-deals. A growing brand in the performance/affiliate marketing space, Khojdeal offers cashback to our users for every purchase by customers. They provide product reviews and comparisons which enables them to take informed decisions. Khojdeal focuses on delivering more value to customers through technology innovation in the online shopping space and wanted to offer Indian customers a go-to portal for the best deals and coupons online.
Q1. What inspired you to start this venture? What gap in the existing ecosystem are you trying to bridge?
After shutting down my first startup in 2012 and working in the corporate sector for 3 years, I never imagined I would be back on the startup bandwagon so soon. However, at that point in time, the digital revolution in India had already started. With the internet penetration increasing, people were turning to the online ecosystem for various things including shopping.
People in metros were already comfortable shopping online for almost all major categories and those in tier 2 and 3 cities had also started buying fashion apparels and accessories and home accessories online.
Various studies indicated that this boom in e-commerce was not a temporary thing. In fact, with time it was expected to increase at an even more accelerated pace. We felt that as more and more people start shopping online, they are also going to look for deals and offers to save on their online purchases.
With this sentiment in mind, we started working on Khojdeal in 2015 and took it live in March 2016.
Over the past 5 years, from a coupon and cashback website, we’ve evolved into an online deal discovery platform that’s not only helping customers in finding the best deals and offers but also assisting them in making informed buying decisions through well researched articles.
Q2. Tell us about your journey before starting your entrepreneurial venture?
I am an engineer and a business graduate by education. Before being bitten by the entrepreneurial bug, I have worked with companies like Mindtree and Cognizant as a Digital Marketing Consultant. From consulting Fortune 500 companies on digital transformation to launching a startup, I have seen how digital strategies impact organizations at various stages.
Q3. How does your platform work?
Khojdeal works on an affiliate marketing model which is a performance-based marketing tactic. We have partnered various leading affiliate networks who provide us with the best deals and offers from a plethora of domestic and international stores. Our experts handpick the best ones and curate them on the website. When a user shops online through Khojdeal, we earn a commission from the store in question. A certain percentage of this commission is passed on to the user in the form of cashback.
Q4. How many vendors/partnerships do you have?
We currently have 1500+ domestic and international online stores on our platform. Deals across various categories like fashion, food, travel, electronics, movie and entertainment, hosting and domain, et al are handpicked everyday and curated on Khojdeal.
In tandem with the Make in India and Atma Nirbhar Bharat initiative, Khojdeal offers a platform for local vendors to showcase discounts on their products online. Being Vocal for Local has been a part of the organization’s ethos since it’s inception and a spectrum of players from the Indian startup ecosystem are offered a voice and visibility on our platform.
Q5. What are your future plans?
As a company, we focus on providing maximum value to our customers. We provide them with detailed information about products and bargaining the best cashback for them is our growth strategy.
We are also constantly striving to improve the user experience. According to Amazon Web Services study, 88% of online shoppers say they wouldn’t return to a website after having a bad user experience. People not only remember bad online experiences, but they talk about them with their friends. According to Neil Patel’s infographic, 44% of shoppers will tell their friends about a bad online experience. These statistics clearly indicate how important user experience is. A robust and agile customer service team is, therefore, the need of the hour.
We also aim to engage in inbound knowledge monetization and leverage the power of social to build new customer acquisition funnels.
Q6. How has the pandemic affected your business and how have you innovated to overcome the same?
Covid-19 has caused an inflection in e-commerce penetration globally driven by consumers’ need for safety and convenience and even in India, online is gaining prominence. Self-imposed social distancing to avoid contagion, together with the strict confinement measures implemented in India in March, April, May and June encouraged a majority of people to shop online. A Bain and Company-PRICE survey of 3000 households across income groups and geographies, conducted between April and June, revealed approx. 40% of respondents were buying more online.
Initially, as people were trying to process the uncertainty of the pandemic and lockdown, traffic on Khojdeal decreased. Logistics were affected and a majority of e-commerce stores had to pause deliveries. Many affiliate campaigns were paused and this had a direct impact on us.
Gradually, as the government stepped up to streamline e-com deliveries and formulated various SOPs for the safe and timely distributions of the same, things were back on track. We saw an increase in categories like groceries, home improvement products, books and entertainment, artistic supplies, home appliances, large appliances and DIY tools. However, we also saw a devastating crash in categories related to travel like flights and hotel bookings.
Now that things have settled a bit, we are witnessing a slow, yet steady growth.
About Vaibhav Lall
An engineer by education and an entrepreneur by choice, Vaibhav Lall is the founder of India’s largest online deal discovery platform – Khojdeal. Prior to jumping on the entrepreneurial bandwagon, Vaibhav has experience working with corporate giants like Mindtree and Cognizant as a Digital Marketing Consultant. From consulting Fortune 500 companies on digital transformation to launching a startup, he has deployed astute digital strategies that can impact an organization’s growth curve in various stages.
Owing to his sharp business acumen, the majority of his time is invested in navigating creative solutions for problems in his niche. Being a keen follower of the works of Simon Sinek, Subroto Bagchi and Ben Horowitz, he imbibes the learnings both in his professional as well as personal life. Motivated with the zeal and deeply seated desire to change the world, he joined the startup universe as his first job. Soon to become a serial entrepreneur, Vaibhav launched his first startup which develops web apps and helps brands get on to social media.
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