Synthetic versus Natural Products: Innovators’ Diary
Have you ever given a thought to how the detergents and soaps you use at home harm the environment? How the chemicals that rub off the grimy stains on your favourite pair of jeans affect your surroundings?
Srinivas Krishnaswamy and Preethi Sukumar did, and they began with their home only to take up this environmental cause at a larger scale. “Preethi and I were always environmentally conscious at home and life in general. Some years back, with a growing concern about the many chemical toxins in daily use products, Preethi began a journey to eliminate them and replace them with natural alternatives. Soon our home and life was changed”, said Krishnaswamy in an email interview.
Given the congruent values with which they were leading their lives at home, they decided to start a company of their own based on similar principles.
Krya – meaning ‘mindful action’ – was begun by the Chennai based couple in 2010. They began Krya with their own savings to create sustainable products such as detergent and dishwashing powder used in everyday chores. Their products use plant-based, certified organic cleaning products so that people can make a positive contribution to the environment while going about their daily tasks.
Preethi is an alumna of IIM Kolkata, and Krishnaswamy studied in IIT Madras and IIM Bangalore. They both come from a background in FMCG sales and marketing and have 15 years of experience in the corporate world. They quit their cushy jobs to start something of their own. “It was very exciting to start something of our own. The joy of creating something new is unparallel”, Krishnaswamy added.
They had planned their exit from the corporate world well in advance in accordance with their new venture. “It was also a strange feeling”, Krishnaswamy said, given that they didn’t have to report to anybody. They were their own bosses and could go about things at their own pace. Their own business gave them the space to be themselves; live personally and professionally according to their values.
They launched their first product, the Krya Natural Natural Detergent Powder, in 2011 after a year of research and development. They launched the dishwashing powder in 2013 and have now successfully completed the testing of personal hygiene products such as face wash, hair wash and body wash. These products don’t use any chemicals, preservatives or fragrances; only plants and herbs. The packaging is also done with recyclable or reused products.
Synthetic detergents have been red-flagged for pollution by the Ministry of Environment and Forests. The process of manufacturing synthetic detergents involves a lot of water wastage and leaves a huge energy and carbon footprint on the environment.
The Krya detergent powder comes in a 400gm pack that lasts for 40 full loads of a washing machine. It costs Rs. 290, including free home delivery anywhere across the nation. Not only is it competent enough to beat synthetic detergents in the market, it also saves a whole lot of water due to its unique low foam action.
The manufacture of synthetic detergents also releases hydrogen fluoride, which is used as a catalyst, into the atmosphere. This practice is banned in the United States, United Kingdom and Canada under the Clean Air Act, however, it continues in India.
Krya, on the other hand, uses soapberries to manufacture the detergent and uses no phosphates, colours, enzymes or fillers. It sun-dries the fruit and powders it into extremely tiny and precise granules. This requires very limited energy and eliminates the use of water at the manufacturing stage.
Despite the advantages of their offering, Preethi and Krishanswamy’s journey hasn’t been without challenges. The primary hurdle seems to be the lack of awareness about the harmful effects of chemical products versus eco-friendly products.
The couple feels it is pertinent to educate people about the chemical products that they are using in their home, for eco-friendly products to be able to replace them. This awareness has been extremely testing, and requires a lot of patience and expertise, says Krishnaswamy. “This (spreading awareness) is something we will continue doing as part of our brand building exercise for several years to come”, he adds.
Another reason why they’re walking the tightrope is because they use only plant based ingredients which depend heavily on agricultural and forest produce, which further depend on natural factors like soil, rain, harvest and other variable components. To consistently deliver standard products day after day, year after year, becomes a bit of an issue given the dependability on natural ingredients.
“Our target audience isn’t necessarily the richest people around, but people who understand the bigger picture”, said Krishnaswamy.
So what keeps them going? The customer feedback, for one, seems to have been always very encouraging. Just recently, Krishnaswamy received a call from a lady who expressed how much she liked their hair wash.
The other factor that works in their favour is that they’re doing business with their spouse. “It helps to have your spouse as your business partner on tough days”, Krishnaswamy said, “This way there’s always someone around to bounce ideas off.” Being together helps them share the responsibility, which is relieving, and it ensures neither of these eco-friendly innovators feel alone on this long path they have chosen for themselves.
