Syed Maroof Hassan
Jayad Dubey
Vaibhav Madhani
Kavya Sharma
Vinay Harwani
Goa Institute of Management
Abhishek Naresh
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Their custom-designed, made-in-India aluminum and glass containers are crafted to be reusable and re-purposable after the candle is over. Both aluminum and glass are among the most recyclable materials on Earth. They do not use paraffin for candle making, which is harmful and toxic to the environment, and look for natural alternatives. Rejecting paraffin, sourcing 100% of raw materials locally, and being a net-zero wastage manufacturing unit marked the beginning of a transformative journey towards sustainability, reduced carbon footprint, and well-being.
Central to the narrative is the proprietary wax blend—of all-natural coconut soy wax, essential oils, and phthalate-free fine fragrance oils. This proprietary mixture, coupled with a 100% lead-free cotton wick, goes beyond conventional formulations by incorporating Beeswax, a natural air purifier. The resulting candles not only illuminate spaces but actively contribute to purifying and enhancing indoor air quality, aligning with the founders' commitment to holistic well-being.
The unique and organic candles have certified ingredients including test certificates:
Born with a designer's eye and a passion for exploring the world, this entrepreneurial duo found themselves at the intersection of creativity and conscious living. Having travelled across different landscapes and experienced diverse cultures, they developed a keen awareness of the pervasive issue of indoor air pollution—a challenge largely ignored by the organized, unorganized and under-governed candle industry. Fueled by a desire to forge a meaningful change, the pair made a conscious decision to venture into entrepreneurship. Their journey began with a realization that ethical manufacturers were scarce, prompting them to envision a product that not only addressed the indoor air quality problem but also exuded elegance and sustainability. Motivated by the lack of organized alternatives, they set out to create premium candles products that they could proudly use in their own households.
This innovation has a profound impact on both the environment and well-being. The made-in-India aluminum and glass containers emphasize reusability, rejecting harmful paraffin for a transformative, eco-friendly journey. The proprietary wax blend, featuring coconut soy wax and Beeswax as a natural air purifier, goes beyond convention, enhancing indoor air quality. It's not just about beautiful candles; it is a commitment to sustainability and holistic well-being.
Pioneering these quality standards for home fragrance segment, the founders were invited to a Central Government roundtable conference on Business of Candles on 28th January, 2023, held by PHD Chamber of Commerce and Industry, PHD House, New Delhi.
In their pursuit of excellence, the entrepreneurs behind the candle business are crafting more than just premium products; they're shaping a lasting legacy in the home fragrance market. Positioned at a premium price point, they aim to make their candles a symbol of opulence and quality. The foresight extends beyond domestic borders, with a keen eye on export and international potential, envisioning a business with long-term sustainability. The goal is to build a business that not only thrives in the present but also harbors a vision for long-term sustainability on a global scale.
Their strategic vision is to not merely participate but to become a structured player in the home fragrance market, building a robust brand recall that echoes quality and distinction. The overarching goal is to carve a niche as a brand synonymous with excellence, establishing a strong presence that endures over time.
The secret to their success lies in the meticulous selection of raw materials, elevating their offerings to a unique selling proposition (USP). By focusing on the quality of raw materials, they are not just creating candles; they're cultivating core competencies that set them apart in the market. This commitment to excellence becomes the foundation for a sustained business practice, ensuring that every candle bears the mark of unparalleled quality.
Nestled in the heart of Bengaluru, their manufacturing unit not only produces candles but also fuels local employment, with the conscious decision to source all materials locally, even if it requires slightly higher payments, to reduce the carbon footprint, while embodying the "Made in India" ethos.
Transparency remains a guiding principle, evident in clear labelling that empowers customers with information about the product's composition and origin, helping in educating the customers in a space where companies do not bother labelling their products and ingredients.
Pursuing a commitment to excellence, the company holds various quality test certifications to ensure product quality, while also maintaining rigorous standards for raw material excellence through batch quality certifications. Additionally, the company is actively working towards obtaining Fair Trade certification, with an unwavering focus on making "quality" the defining element of their mission.
The production process, housed within a zero-waste factory, operates on a circular economy model. Embracing sustainability across all dimensions, the candles are presented in 100% biodegradable packaging, reflecting the brand's commitment to eco-conscious choices. The containers of the candles are custom-crafted in India from aluminum and glass. These materials not only have aesthetic appeal but also embody a commitment to reusability. The innovation lies in recognizing that these containers, with their almost inert and non-reactive properties, extend their utility beyond the life of the candle, becoming versatile vessels for storing food, beverages, perfumes, and more.
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Syed Naqib Ahmed, Co-Founder and Director
Sangeeta Nandy, Co-Founder and Director
