Rishi Kant Mishrra
M R Krishna Priya
Astha Kedia
Reshma Soosan George
Atul Bakshi
tanvi shisani
Goa Institute of Management
Divya Singhal
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Our selected business Help Us Green is an eco-friendly business revolutionizing waste management through its 'flower cycling' technology. Founded in 2015, the company led by Karan Rastogi specializes in transforming 2.4 tons of floral waste from temples in Uttar Pradesh into biodegradable alternatives, such as incense sticks. Not only does this innovative approach address environmental concerns, but it also empowers marginalized communities, particularly women from lower-income and rural households, aligning with UN SDGs of No Poverty and Good Job and Economic Growth. As a self-sustaining social enterprise, Help Us Green exemplifies how businesses can contribute to both environmental sustainability and social well-being.
Help Us Green is an innovative business venture founded by Karan Rastogi, a graduate from Warwick Business School (UK), during his master's studies. The idea originated from his research on the sustainability practices of Fortune 500 companies, revealing that major corporations like Shell and Tata had been incorporating sustainable practices since 2005.
Help Us Green's innovation specifically addresses the environmental impact of discarded temple flowers, which Karan noticed during visits to a large temple in Kanpur, where approximately 1.5 tons of flowers were discarded daily. Recognizing the need for a sustainable solution, Help Us Green devised a circular economy approach to convert temple waste into valuable products. The business collects discarded flowers from temples, preventing them from being dumped and contributing to pollution. The collected flowers are then transformed into vermicompost, a nutrient-rich organic fertilizer, and incense sticks. This process not only reduces waste but also promotes sustainable practices within religious institutions.
Help Us Green's innovative solution aligns with several United Nations Sustainable Development Goals (SDGs), including Responsible Consumption and Production (SDG 12), No Poverty (SDG 1), and Decent Work and Economic Growth (SDG 8). By repurposing temple waste, the business contributes to waste reduction, promotes eco-friendly practices, and supports the circular economy, ultimately working towards a better and more sustainable world. This unique approach addresses both environmental concerns and social responsibilities associated with religious practices.
Karan's journey with Help Us Green began with a poignant visit to a temple in Kanpur. Disturbed by the sight of floral debris neglected in a corner, he witnessed animals consuming the waste along with plastic, contradicting the temple's essence as a sanctuary for peace. Reflecting on this, Karan noted, "When I went to the temple, I saw that the floral debris of the temple was dumped in a corner, unattended. Then, dogs and cats and goats are littering the entire place, cows are eating the flowers and the plastic along with it."
The idea for Help Us Green took root during Karan's master's research on sustainability practices among Fortune 500 companies like Shell and Tata. Contrasting this with the environmental negligence at the Kanpur temple, he felt compelled to initiate positive change. Recalling the pivotal moment, Karan shared, "So Help Us Green as an idea came to me when I was doing my masters."
Frequenting a significant Kanpur temple with his family, generating 1.5 tons of daily flower waste, emphasized the issue's magnitude. Witnessing the environmental repercussions of haphazard waste disposal in a place meant for inner peace spurred Karan to establish Help Us Green. This initiative transforms floral waste into sustainable products, bridging the gap between religious practices and environmental responsibility.
This unique approach addresses both environmental concerns and social responsibilities associated with religious practices. Stemming from Karan's research on Fortune 500 companies, the venture focuses on converting waste generated by religious practices into valuable products. In Kanpur, where a significant temple produced 1.5 tons of discarded flowers daily, Help Us Green saw an opportunity to revolutionize temple waste management.
Furthermore, the initiative has made a tangible impact on the lives of women involved, as evidenced by positive changes in family dynamics and societal perceptions. Husbands, initially skeptical of their wives' involvement, have come to recognize the significance of the work these women contribute. Additionally, children excitedly share their mothers' achievements, showcasing a shift in the perception of women's roles in society. The short-term effects include an immediate improvement in the quality of life for these women, addressing their daily needs, and offering a sense of belonging in a supportive workplace.
In the long term, Help Us Green's initiative aims to break down societal prejudices and empower these women to provide better opportunities for their children. By creating an environment that fosters education and a sense of pride in their work, the initiative seeks to influence future generations positively. The evidence for this long-term impact lies in stories of families signing documents and using bank debit cards, demonstrating an increase in financial literacy and independence. It also signals potentially sustainable effects of the innovation on the lives of these women and their communities.
The innovative business model of repurposing discarded flowers into incense sticks not only demonstrates a commitment to environmental sustainability but also brings about several tangible benefits for the business. By collaborating with one of the largest incense producers in India the business has diversified its product offerings and entered into a unique market segment. This strategic move opens up new revenue streams and positions the company as a socially and environmentally responsible player in the industry.
The initiative to collect and process discarded flowers creates a positive impact on the communities involved. Farmers, who were previously discarding flowers, now have a sustainable source of income by selling the flowers to the business. This improves farmers' economic well-being and establishes a reliable and consistent supply chain for the raw materials needed to manufacture incense sticks. The business' commitment to teaching farmers about sustainability further strengthens its ties with the local community and contributes to social development.
Moreover, by embracing environmentally friendly practices and repurposing waste materials, the business enhances its brand image. Consumers today are increasingly conscious of the environmental impact of the products they purchase. By adopting eco-friendly initiatives, the business attracts environmentally conscious consumers. This positive perception can lead to increased customer loyalty and market share. Overall, the innovative approach not only benefits the bottom line but also creates a positive social and environmental impact, aligning the business with contemporary values and expectations.
Help Us Green's groundbreaking initiative extends a significant social impact by engaging underprivileged women as a crucial part of its workforce. The organization plays a pivotal role in uplifting marginalized sectors of society, providing quality employment that not only ensures financial stability but also contributes to funding the education for children. By prioritizing the basic needs of its workers, such as restroom facilities, particularly vital in rural areas lacking proper sanitation infrastructure, Help Us Green fosters a positive and supportive work environment for its 49 female employees.
On the environmental front, Help Us Green addresses a pressing concern by transforming floral waste into bio-degradable products, notably incense sticks. This innovative practice significantly reduces floral waste and introduces a sustainable solution to an environmental issue with no previous alternative. The organization collaborates with farmers, educating them on sustainability practices and repurposing dried flowers into eco-friendly products.
In essence, Help Us Green's eco-friendly business model, centered around flower-based incense stick manufacturing, offers a holistic solution to both social and environmental challenges. By empowering women and revolutionizing waste management practices, the organization contributes to societal well-being and plays a vital role in environmental sustainability. Thus, the organization has emerged as a beacon of sustainable practices, embodying the principles of environmental responsibility and social impact in a comprehensive and impactful manner.
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Help Us Green is the world’s first lean solution to the monumental ‘temple-waste’ problem. They have pioneered the ‘flowercycling’ technology to preserve the Rivers Ganges from becoming a religious sewer by up-cycling temple-waste in India.
As of 2021, Help Us Green collects 2.4 tons of floral waste daily from temples and mosques in Uttar Pradesh, India. The waste is upcycled into charcoal-free incense and the world’s first biodegradable alternative to Styrofoam. This revolutionizes the way India handles temple waste disposal and brings hope to revive the lifeline of 420 million – the Ganges river.
