Innovation

What’s remarkable about their products is that they are made out of 100% natural fibres such as Bamboo, Kauna (water reed) grass, Water Hyacinth, Cane and Salt Reed (Kusha) grass. The manufacturing process is designed in a way that ensures minimal wastage of raw material. In order to minimize their impact on the environment the raw material is sourced with utmost care. The products are packaged either in recycled paper or cotton tote bags which are reusable. When packed in paper the only plastic used is the tiny piece of tape used to secure the parcel.

In addition to being sustainable, Pine Cone is also supporting multiple artisans and especially women artisans by providing them with a source of livelihood. 90% of their artisans are women and they have helped these artisans upgrade their skills and make products that are more utilitarian and commercial in nature. They have also helped revive and sustain these age-old crafts by incentivizing the artisans with a fair pay for the art that they are creating. Pine cone today is touching multiple lives including the artisans and its consumers by providing a range of high quality, long lasting and sustainable products.

The Pinecone Tale

Inspiration

The founder, Nitika Gupta, especially emphasized the reasons for establishing and nourishing her new venture. She is a firm believer in the fact that “Inspiration comes from everyday happenings”. Her inspiration for starting the business came from Covid times. A time when all of us were vulnerable and were facing the harsh realities of life. We all understood that we had been misusing and exploiting all the resources we had. We acknowledged that we had taken our life for granted. The whole driving force for starting a business was to develop an ecosystem that is sustainable, amalgamating the same with crafts that have been carried forward through generations.

Pinecone isn’t just a revolutionary business innovation but it has also changed the way of living of the individuals associated with it. During the interaction, it was mentioned by the founder Nitika Gupta, that she has quit using plastic bottles and gone sustainable. She mentioned how she is taking baby steps towards it and making sustainability a way of living.

Overall impact

The problem with the home décor sector is that it is one of the main causes of the loss of forest cover globally. In addition, the processing of these goods consumes a lot of chemicals, which makes them hazardous which in turn defies sustainability. Rising population and disposable income in developed and developing nations are acting as catalysts in the global sustainable home décor market, which wasn’t the case earlier. Pinecone aids this niche with sustainability and recyclable products. Pinecone takes into consideration the carbon footprint caused by the alternatives and strives to fester a culture of responsible production & consumption.

Not every solution has to be factory fresh, some can be natural products as well, that we find abundantly in nature, made in order to reduce waste using age-old crafting techniques. Pinecone encourages progressive waste free lifestyle, thoughtful buying and not mere impulse purchases, thus contributing towards the long-term goal of achieving a circular economy.

Pinecone is currently working on reviving the various craft techniques, found in the Indian subcontinent, which have been carried forward for generations, helping various artisan communities, especially women who earn their livelihoods via showcasing & capitalizing on their talent. It aims to join hands with many more artisans and get other crops and craft techniques under its umbrella to transform them into home décor and personal accessories.

Business benefit

Pine Cone is dedicated to promoting lesser-known crafts from remote rural India. Traditional crafts have been passed down through the centuries and are in danger of disappearing. If they are not compensated for their creations, the artisans see little reason in continuing their skill. Since the artisans view their trade only as a source of income and not as a legacy, they turn to alternative dependable sources of income. Pine Cone works with artisans of traditional craft, most of whom are women, and supports them in developing their trade and skills to make their work more marketable and useful. All objects are made by hand utilizing traditional techniques and customs, but they have a contemporary appeal because they are both useful and attractive. Their products are improved to appeal to Gen-Z by introducing modern and practical features through design intervention.

Social and environmental benefit

Pine Cone employs artisans in remote parts of rural India. 90% of these artisans are women. They belong to the rural areas of Assam, Manipur, Himachal Pradesh and Jammu. These artisans work with materials such as bamboo, water reed grass, water hyacinth, cane and salt reed grass. These natural raw materials are easily available in abundance in the regions where the artisans reside. The raw materials essentially consist of weeds and grass that require no external human intervention. This makes the process of procuring primary raw materials sustainable. Women artisans in rural areas often work in groups to carry out the handcrafting tasks. Once the product is ready, it is packaged in brown paper or rough cotton bags. The idea is to phase out plastic and bring in biodegradable packaging. The rough cotton bags used for packaging can subsequently be reused by the consumer.

The business empowers the community of local artisans across India. It is the artisans and their knowledge of ancient handicrafts that in turn empower the business. With almost no waste generated during the entire process, the business stands out in its responsibility towards the environment.

Interview

Nitika Gupta, Founder