Innovation

Founded in India by Gauri Gupta and Shivraj Negi in 2021, Arani Ecosteps is a sustainability-driven venture created in response to growing environmental concerns, especially the global plastic waste crisis. The name “Arani,” derived from Sanskrit, symbolizes the spark that ignites fire, reflecting the company’s mission to catalyze meaningful environmental change. Arani Ecosteps redefines everyday consumption by offering eco-friendly, plastic-free personal and household care alternatives, challenging the standard plastic-heavy, convenience-driven consumer model. Their innovation lies in identifying the inefficiencies in conventional products, primarily their high water content, and transforming them into compact, concentrated forms that reduce waste and resource use.

The company’s solutions directly support several UN Sustainable Development Goals (SDGs), especially SDG 12 (Responsible Consumption and Production) and SDG 13 (Climate Action). By extracting water from common products like toothpaste, shampoo, and cleaners, Arani condenses them into dehydrated powders, tablets, and bars, dramatically reducing packaging needs. These products are stored in biodegradable materials, glass containers, or even repurposed newspaper, minimizing environmental impact at every stage. To be vegan and non-toxic, the products appeal to eco-conscious consumers and those seeking convenience, health, and space-saving options, proving that sustainability doesn’t require compromise.

Arani’s marketing approach also bridges the gap between eco-warriors and the broader population. First, it targeted nature-first consumers, then expanded to those who care about health and practicality. Its impact is already visible: major companies like Godrej Consumer Products have adopted Arani’s innovations, such as toothpaste tablets, signaling scalability and profitability. It exemplifies how innovation, when rooted in purpose, can inspire lasting change.

Inspiration

The inspiration behind Arani Ecosteps began with a personal frustration that quickly evolved into a powerful mission for environmental change. Founders Gauri and Shivraj were living in Mumbai during the COVID-19 lockdown in 2020 when they were struck by the overwhelming volume of household waste piling up around them. This wasn’t their first encounter with the issue—having lived in Bangalore in 2014 during the city’s early experiments with sustainable waste management, they were already mindful consumers who avoided adding to the problem. But the pandemic provided a moment of reflection—and a push to act.

Gauri, who has a background in pharmaceutical formulations, and Shivraj, with his experience in sales and channel development, realized the root of the packaging problem: water. This led to the creation of Arani Ecosteps, built on the idea of waterless, plastic-free essentials that minimize waste from production to disposal.

Their goal was never just to start a business—it was to create a movement. “Only a small percentage, about 1% of the population, are those very concerned about plastic. The rest ask ‘What about me?” Their marketing platform reflects this by targeting every individual with cleaner, vegan, natural products, with the added bonus of no plastic waste. Today, they continue to expand their product line and channels, hopeful that their model can influence even larger companies to adopt similar sustainable formats, like Godrej’s grain-to-liquid products.

Overall impact

In the short term, plastic-free, dehydrated goods gave environmentally aware consumers an immediate alternative to traditional plastic-packaged goods. It empowered individuals to make responsible choices without compromising convenience or effectiveness. The switch to biodegradable, compact packaging and dry formulations also cut down on transportation emissions and reduced plastic waste at the household level.

In the long term, Arani Ecosteps has had a broader influence on sustainability efforts across India. By removing water from products and rethinking packaging, the company helped set a new benchmark for eco-friendly product design. Their innovation directly supports several UN Sustainable Development Goals, particularly Responsible Consumption and Production (SDG 12) and Good Health and Well-being (SDG 3). Evidence of impact can be seen in customer adoption rates, partnerships with eco-focused organizations, and increasing interest from larger corporations looking to adopt similar strategies, such as Godrej’s shift to grain-to-liquid formats. Arani’s initiatives have also contributed to community awareness through workshops and educational outreach, creating a ripple effect of environmental consciousness. By bridging innovation with sustainability, Arani Ecosteps is influencing both consumer behavior and industry standards, paving the way for a more sustainable future.

Business benefit

Because Arani Ecosteps focused on creating plastic-free, waterless consumer products with sustainability at their core, the business has unlocked a wide range of growth opportunities. By tapping into the increasing demand for environmentally friendly alternatives, Arani has successfully opened new markets across India and is now exploring expansion through online platforms and eco-conscious retail channels. Their innovative offerings—such as Grain-to-Liquid Cleaners, Floor Cleaner Pods, and toothpaste tablets—have not only attracted environmentally aware consumers but also sparked interest from investors and companies aiming to incorporate similar sustainable practices.

This commitment to sustainable innovation has also contributed to the creation of new products and services. Arani continues to expand its product line based on customer needs and feedback, such as introducing variations of shampoo bars for different hair types and additional household cleaning concentrates. Alongside this, the company has hired more employees to support growing production and distribution demands, while prioritizing workplace wellbeing and fair labor practices. Employee retention has increased as workers find value in contributing to a mission-driven company that is aligned with larger environmental and social goals. As a result of their responsible and forward-thinking business model, Arani Ecosteps has not only increased its revenue but has also strengthened its brand loyalty and long-term viability, showing that ethical innovation and economic success can go hand-in-hand.

Social and environmental benefit

Arani Ecosteps benefits both society and the environment by offering practical, sustainable solutions that help individuals shift toward more eco-conscious lifestyles. By replacing plastic-heavy, chemical-laden household and personal care products with waterless and biodegradable alternatives, Arani minimizes the environmental burden caused by plastic pollution and toxic waste. Their innovation tackles urgent global challenges such as waste management, climate change, and marine pollution, making a measurable impact through reduced carbon emissions and landfill contributions. Each product—from toothpaste tablets to shampoo bars—reflects a deliberate step away from a throwaway culture toward one of mindful consumption and environmental stewardship.

At the societal level, Arani Ecosteps plays a key role in normalizing sustainability by making it accessible and affordable. Through zero-waste workshops, educational outreach, and community partnerships, they empower individuals to become active participants in the movement for a cleaner" planet. Their model doesn’t just sell a product—it fosters behavior change. The ripple effect is seen in increased consumer awareness, demand for green alternatives, and the rise of a more informed public that values sustainability. By promoting responsible consumption (SDG 12) and well-being (SDG 3), Arani Ecosteps contributes to long-term societal resilience while setting a benchmark for ethical entrepreneurship. Their work proves that sustainable choices can be simple, scalable, and impactful for everyday consumers—and that businesses can be powerful agents of environmental and social good.

Interview

Gauri Gupta and Shivraj Negi, Founder