Innovation

At the core of this start up’s mission is the concept of "Rooted Living," which seeks to replace plastic plants with live plants in commercial spaces. The company focuses on providing end-to-end solutions for maintaining these plants.

It promulgates green gifting and advocates for bringing greenery indoors, especially for those without outdoor spaces, perhaps utilising the vertical spaces in modern cities. The company’s mission is to bring greenery indoors and make spaces more sustainable. The business also promotes sustainability awareness, encouraging people to move away from plastic plants and embrace eco-friendly practices. In her interview, Aditi highlights their efforts to promote sustainable packaging by saying, “We try to push for eco-friendly planters like jute planters and rice husk planters,” which aligns with their mission of encouraging sustainable gifting.

A spread of fresh green plants, promoting sustainability and responsible consumption.

Inspiration

The idea behind Rooted was born during the COVID-19 lockdown, when Aditi Gupta and her batchmates were brainstorming various business concepts, including hydroponics, before landing on the idea of introducing live plants into indoor spaces. At a time when green gifting was gaining popularity and people were becoming more aware of the importance of clean air, the concept of bringing greenery indoors resonated deeply. What started as a small, localized effort quickly grew in response to the increasing demand for sustainable gifts and products that could improve indoor environments.

The driving force behind Rooted was a simple but powerful belief-plants can make indoor spaces healthier and more connected to nature. This was particularly relevant in urban homes and offices, where greenery is often limited. Rooted’s mission became about more than just selling plants; it was about improving air quality, enhancing well-being, and replacing plastic plants with live, and providing sustainable alternatives for gifting.

Aditi explains how the team’s willingness to experiment paid off: “We thought, let’s give it a shot and see if there’s something we can do in our city. There was definitely scope, and here we are — almost two and a half years into the business.” Their commitment to sustainability shines through in their offerings, from eco-friendly planters to packaging, and even subscription services that ensure offices and homes can maintain live plants long-term, further promoting a greener, healthier future.

Overall impact

Rooted’s innovative approach had a significant impact on the business, helping it stand out as a sustainability-driven brand. On average over 300+ plants are sold daily with over 1Lakh plants sold till date. Rooted promoted the idea that plants aren’t just decorative; they play a crucial role in improving air quality and mental well-being. By encouraging eco-friendly gifting, the company also shifted societal preferences from traditional gifts to more sustainable options.

On a broader scale, the business has contributed by encouraging the use of live plants instead of plastic ones, which are non-biodegradable. The use of eco-friendly packaging and sustainable planters further reduced the waste generated by their operations.

In the short term, Rooted saw an increase in demand for green gifting and a steady rise in clients from corporate offices and commercial spaces eager to adopt more sustainable practices.

Long term, however, the effects have been even more profound. There’s been a noticeable shift in consumer behaviour, with more and more people and businesses opting for live plants instead of artificial alternatives. Rooted has built a strong reputation as a sustainable brand, creating lasting relationships with clients and fostering brand loyalty. Aditi notes, “We’ve seen that people who bought one plant ended up buying more… it shows that people are taking care of their plants and coming back for more.” This continued interest is a testament to the lasting impact Rooted has had on its customers and the environment.

Business benefit

Rooted Co’s innovative approach to providing live plant solutions for commercial spaces has driven increased demand for natural greenery over artificial alternatives. This transition enhances indoor air quality and creates aesthetically pleasing environments, which benefit both employees and customers. The company’s subscription model fosters long-term partnerships with commercial clients, ensuring ongoing plant maintenance and support, which encourages consistent customer engagement. Additionally, Rooted Co has implemented cost-effective logistics strategies by using larger batch shipments and operating multiple warehouse locations. This not only reduces transport inefficiencies but also helps in maintaining streamlined operations at lower costs.

Social and environmental benefit

The rise of green gifting, championed by Rooted Co, has emerged as an eco-conscious alternative to conventional gifts such as sweets or diaries. This thoughtful trend has strengthened interpersonal connections while promoting sustainable practices. Furthermore, Rooted Co actively raises community awareness about the health benefits of having live plants indoors. By fostering a green culture, the company empowers individuals and businesses to adopt healthier lifestyle practices and integrate greenery into their daily environments

Rooted Co’s dedication to sustainability is evident in its efforts to reduce plastic waste by encouraging the use of live plants instead of plastic decorations. Their commitment extends to adopting biodegradable and recyclable packaging materials, thereby minimizing their environmental footprint. Additionally, the company embraces conservation through innovative recycling initiatives, repurposing flowers from temples and ceremonial events into products such as clothing and keepsakes. These initiatives demonstrate Rooted Co’s holistic approach to sustainability, innovation, and environmental care.

Interview

Aditi Gupta, Co-founder