Pushpanjali Nayak
Chintan Rao
Isha Matkar
Aditya Baniya
Anjishnu Mondal
Goa Institute of Management
Divya Singhal
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“Sustainability is not just a choice for us, it's a core value. Our business is growing but we're not making a profit. But we believe if we put profits over being green, people won't trust our brand anymore. Sure, we might not appeal to everyone or fit every budget, but that's okay. We're confident that there are people out there who share our values and are willing to support us.”
Kùva Botanicals is a Goa-based personal care company that designs skincare products which are kind to the skin and the planet. Inspired by the founder's personal journey with cancer and a desire for safe, sustainable alternatives, Kùva uses local ingredients and eco-friendly practices to craft its products.
Among the 17 Sustainable Development Goals of the UN, Kùva primarily focuses on Goal 12 i.e. responsible consumption and production. But they also concurrently contribute towards Goal 3: Good Health and Well-Being, Goal 8: Decent Work and Economic Growth, and Goal 9: Industry, Innovation and Infrastructure.
The brand believes that the quality of a product hinges on the quality of its ingredients. Every ingredient incorporated into their formulations has a specific purpose, and they are committed to utilizing the finest quality materials to produce safe and effective skincare products.
The emphasis is on locally sourced ingredients whenever feasible, ensuring awareness of their origin and production methods.
The founder, Ayesha, also discusses the significance of kokum butter, highlighting its hydrating properties and its origin in Goa. The brand also incorporates other locally sourced ingredients such as coconut oil, cocoa butter, mango butter, sea salt, and seaweed extract into its product line.
To facilitate the growth of the company, they outsource part of the manufacturing process while maintaining a hands-on approach. Choosing a small-scale unit in Goa, despite higher costs, aligns with their sustainability goals, reducing environmental impact and promoting local production.
Kùva, a Goan skincare brand, is inspired by Goa's heritage. Committed to crafting high-quality, affordable products, they use locally sourced, earth-friendly ingredients. Every step, from design to manufacturing, is meticulously overseen in their Goa unit. Kuva's mission is to provide accessible, sustainable, and gentle skincare.
Ayesha began crafting soaps as a hobby, sparked by a personal journey of aiding her mother's post-cancer recovery. Motivated by a quest for healthier alternatives, she delved into creating chemical-free soaps, creams, and deodorants at home in 2012-2013 when such products were scarce and expensive in India and internationally. Initially, a passion project that turned into something bigger than herself, her friends were impressed and encouraged her to turn it into a business in 2018. However, personal events and the onset of COVID hindered substantial growth until the past year when she could fully embrace expanding it into a business.
The duo acknowledges being too small to be making a significant impact currently but their focus on educating customers is gradually growing. Ayesha believes it would be arrogant to claim a major impact, emphasizing her contribution to peace of mind and not adding to environmental pollution. Regarding future impact, the emphasis remains on education and encouraging the adoption of eco-friendly products. The challenge lies in people's willingness to pay the price for sustainability, considering the cost difference with conventional alternatives.
“I think the only way to make a tangible impact is by educating individuals about the existence of eco-friendly products in the market—products that are both effective and environmentally friendly.
But this positive choice comes with a price.
The critical question now is whether people are willing to invest in sustainability, given that plastic alternatives are more cost-effective.
Ultimately, it boils down to each person's core values and their willingness to make this trade-off.”
“Being eco-friendly is important to us and that’s why we choose glass for packaging, even though it costs more and shipping is pricier. Yes, our business is growing but we're not making a profit yet, and all the money we make goes right back into the business. Sure, we might not appeal to everyone or fit every budget, but that's okay. If pricing our products a bit higher helps us stick to our green goals, we're okay with that.”
Expanding sustainably within their niche or venturing into different categories for potentially higher profits is a consideration for Ayesha. The founder acknowledges the vast possibilities of sustainability and adds that testing various products may spread resources thin, and the outcome is uncertain.
Influencers predominantly endorse established products rather than those newly entering the market segment. Consequently, promoting Kùva’s products on social media becomes challenging, and devising effective promotional strategies without professional assistance becomes daunting.
The duo emphasizes sustainability over immediate profitability. Despite the challenges of glass packaging in a small-scale business, they prioritise it to avoid plastic use. The founder stresses that sacrificing sustainability for profit damages brand trust. While profitability is essential, they set their Minimum Retail Price (MRP) to ensure a 20% margin, which is necessary for sustainability.
“We won't give up our commitment to the environment for short-term gains. It's tough being a self-funded business, but we believe this is the right path for us", shared co-founders.
“We'd like to showcase Goa, through our products, through the ingredients, through everything.”
In line with their commitment to sustainability, Kùva actively supports local farmers and businesses. By sourcing ingredients locally, they not only ensure the freshness and quality of their products but also contribute to the economic empowerment of communities in Goa. Additionally, the employment of local individuals in their manufacturing unit in Ponda further strengthens their ties with the community, fostering a sense of collaboration and support.
Kùva’s devotion towards sustainability is evident through the prioritization of locally sourced ingredients, eco-friendly packaging, and responsible production practices. By making these choices, Kuva is not only offering high-quality skincare products but also contributing to a more sustainable and environmentally conscious beauty industry.
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Ayesha Madgavkar, Founder
Ralph de Gouveia Pinto and Ayesha, Co-Founder
Kùva Botanicals is a Goa-based personal care company that designs skincare products which are kind to the skin and the planet. Inspired by the founder's personal journey with cancer and a desire for safe, sustainable alternatives, Kùva uses local ingredients and eco-friendly practices to craft its products.