Innovation

The products use innovative formulas that substitute animal-based ingredients with alternatives that make it vegan. They also have a recycling program where the customer can claim a discount on their next purchase by returning their used packages of the brand. This encourages customer loyalty towards the brand and also provides customer satisfaction about their contribution to reducing waste.

The founder has previously been with a few NGO's and is passionate about the environment, which prompted her to look for plastic-free packaging in addition to creating only vegan products to create a sustainable and earth-friendly brand.

Inspiration

Before starting Ecocradle, the founder Soumya Jain took a Jagriti Yatra (a journey of awakening) in 2016, where she was exposed and motivated to pursue entrepreneurship. She always had an interest in social development and wanted to build a sustainable business that enriches society in some way. This thought drove her to create a cosmetic brand that is chemical-free, cruelty-free, and environmentally friendly.

Overall impact

The brand aims to generate profit by creating transparency in their formulas and fulfilling their customer's expectations while contributing positively to the environment and society.

Ecocradle aligns itself with the UN Sustainable Development Goals (SDGs) through the following:

1. Creating cruelty-free formulas (goal of protecting life on the land)

2. Taking responsibility for the waste generated by recycling and using plastic-free packaging material (goal of responsible production and consumption)

3. They generate employment for the poor by manufacturing their products by hand (Empowers people through employment)

Business benefit

The Indian cosmetics market, valued at nearly $11.16 billion in 2017, is expected to grow at 5.91 percent (compound annual growth rate) during 2017-25 with the annual retail sales growth in the range of 15-20 percent over the past five years.

A significant segment of this demand is for products that suit Indian skin types and hair — a need that largely remained unfulfilled by international brands, which provide the ultimate opportunity for up and coming Indian brands. Some of the bigger home-grown names include Khadi Essentials Plum, MamaEarth, Kama Ayurveda, Forest Essentials, SoulTree, Dr. Sheth’s, Neemli Naturals, Juicy Chemistry, and Daughter Earth.

One of the major trends in the increased preference for natural (and by association, safer) products leading to an increase in the ‘no-nasty’ claims being used for marketing these products by various brands. Data from a survey conducted by Euromonitor in 2016 claims that over half of Indian consumers reported ‘natural or organic’ features influencing hair and skincare purchase decisions. While 71 percent of consumers surveyed said they would pick up a face cream or lotion if it claimed to be ‘natural,’ 38% said they would buy a shampoo or hair oil if made with ‘botanical’ ingredients.

Customers are increasingly aware of research that links commonly-used ingredients in cosmetics, such as parabens, lead, phthalates, SLS, and synthetic colors, to cancer, kidney or respiratory damage, neurotoxins, and ADHD in children because of which today’s buyers read the labels before deciding on a product.

Because of its honest marketing strategy, Ecocradle has managed to have a large loyal customer base that sustains their business. The increasing preference for natural, organic, and vegan products shows promise for the company to build its business further.

Social and environmental benefit

Social and Environmental Benefit

Ecocradle decided to walk on the path of sustainability and has thus been manufacturing 100% natural products. For society, they are making products that are not toxic and harmful to their body. Ecocradle is promoting recycling and also using plastic-free packaging, which is a benefit to the environment.

Sulfate and Paraben-free

1) Any environmentally conscious person will love the fact that Ecocradle products are not manufactured with sulfate and paraben-based formulas, which makes them best for the environment. These chemicals damage the environment and are harmful.

2) One of the main advantages of Ecocradle’s sulfate-free cleansers and paraben-free skin products is that it will serve to restore the natural pH stability that was lost with consumers past skincare treatment that may have damaged or thrown it off balance.

Recyclable- Ecocradle’s eco-friendly packaging offers a long-term benefit for the Earth's well-being as it is recyclable, reusable, and/or biodegradable. On being asked the question about packaging, the founder quoted, “We wanted to work on a different kind of packaging, we thought of bringing aluminum bottles, glass bottles, some sort of alternatives where we can target the niche market that is interested in eco-friendly skincare products.”

Palm free- Environmental groups have campaigned against palm oil use for years. Its bad reputation, however, is a result of the farming methods used to produce it: not only are they harming already-endangered orangutans, among other species, but they’re also fueling climate change. Hence, Ecocradle is setting a positive trend towards sustainability by refusing palm oil in its offerings

Interview

Soumya Jain, Founder