Innovation

EcoKaari is a Pune-based social enterprise addressing two critical challenges: plastic waste pollution and unemployment, especially among women and youth from underserved communities. Their innovative solution lies in upcycling single-use plastic waste, like carry bags and food wrappers, into beautiful and functional products using traditional handlooms and charkhas. They divert plastic waste from landfills and oceans by transforming it into durable products like bags, pouches, and totes. This extends the plastic's lifecycle and reduces its harmful environmental impact.

EcoKaari prioritizes manual weaving over machines, creating sustainable livelihoods for over 80 artisans. The six-month training program equips them with valuable skills, enabling financial independence and a dignified source of income. The entire process is manual, minimizing electricity consumption and CO2 emissions, making it environmentally friendly.

EcoKaari directly contributes to SDGs:

SDG 12: Responsible Consumption and Production: By upcycling plastic waste and creating durable products, EcoKaari promotes responsible consumption and reduces waste generation.

SDG 8: Decent Work and Economic Growth: EcoKaari provides decent work opportunities for artisans, promoting economic growth and poverty reduction.

SDG 13: Climate Action: By minimizing plastic waste and reducing CO2 emissions, EcoKaari combats climate change and promotes environmental sustainability.

Beyond the SDGs, EcoKaari's innovation creates a ripple effect for a better world as their products and story serve as a reminder of the harmful effects of plastic waste and inspire conscious consumer choices, raising environment awareness among the consumers

EcoKaari's use of handlooms and charkhas sustains traditional artisanal skills and cultural heritage, preserving the traditional crafts of the country.

Building a Circular Economy Model: Their approach challenges the linear "take-make-dispose" model and promotes a more sustainable, circular economy where the so-called single-use plastic is re-cycled and re-used to make a more long lasting product out of it by giving it a second life.

Inspiration

The founder of Ecokaari, Nandan Bhat hails from the mountains. Life brought him to cities, to create a career but he could not leave behind his love for the mountains. Working as a CSR consultant, and looking at companies just submitting their annual CSR reports without actually making any difference had made him tired of the system. Being a avid trekker, every time he would go to the Himalayas, his heart would break looking at the amount of Maggi packets and other wrappers lying around. This sparked Nandan's desire to find a solution that didn't harm the environment any further. He saw the potential of upcycling plastic waste into useful products to extend its lifespan and prevent it from ending up in landfills or oceans. He wasn't just passionate about tackling environmental issues; he also wanted to make a social impact at the grassroot level. So he came up with the idea to train women and youth to provide them with income opportunities and financial empowerment.

The inspiration for this initiative came when Nandan stumbled upon an abandoned pilot project initiated by the Indian government about a decade and a half earlier. While this project ultimately failed to secure market traction, it showed him a direction.

The pilot's existence proved the concept of upcycling plastic waste wasn't just a whimsical idea and also proved it's feasibility. The previous project's downfall highlighted the importance of market knowledge and traction. Nandan recognized the need to understand consumer preferences and built a niche for his upcycled products to ensure long-term success and appeal for the innovation.

It can be said, the pilot wasn't a direct blueprint for Ecokaari, but it served as a crucial stepping stone. In short, "A past failure became a stepping stone for a future success story."

Overall impact

This innovative approach to plastic waste management boasts both immediate and lasting impacts:

Short-Term:

Reduced Landfill and Ocean Pollution: The upcycling process diverts plastic from landfills and oceans, minimizing its harmful impact on land and marine life. This is evidenced by the immediate decrease in plastic waste entering landfills and a drop in microplastic accumulation in the environment.

Livelihood Opportunities: The initiative empowers women and youth, particularly those facing socio-economic barriers, by providing them with income-generating opportunities through upcycling production. This is showcased by the increased financial independence and improved livelihoods of the involved individuals.

Long-Term:

Consumer Mindset Shift: The project aims to create a long-lasting shift in consumer behavior towards reusable and circular products. This cultural change is crucial for moving away from a disposable mentality and reducing overall plastic waste generation. Evidence of this shift can be seen in increased consumer awareness of circular economy principles and a growing demand for sustainable products.

Reduced Reliance on Virgin Plastic: By extending the life cycle of existing plastic, upcycling reduces the need for virgin plastic production. This, in turn, lowers associated environmental impacts like greenhouse gas emissions and resource depletion. The long-term success of this initiative will be measured by a decrease in virgin plastic production and a corresponding decrease in its environmental footprint.

Overall, this innovative approach offers a promising solution to the plastic waste crisis, addressing both immediate concerns like landfill pollution and long-term goals like behavioral change and environmental sustainability.

Business benefit

Although the initial years were challenging, Ecokaari achieved profitability in 2020 and has experienced record-breaking sales months. Ecokaari acknowledged the price sensitivity of the Indian market. By highlighting the added value of sustainability, fair wages, and community upliftment, they bridged the gap between eco-conscious products and affordability. This indicates a growing acceptance of their products and values within the market.

Recognizing the consumer preference for handmade goods, Ecokaari cleverly slid into the existing handicraft market, leveraging the appeal of handmade goods and weaving in their environmental and social impact story. This resonated with conscious consumers seeking ethical choices, gradually establishing a loyal customer base.

Apart from this, Ecokaari earlier used a B2C mode of marketing. But now it has started using a hybrid between a B2B and a B2C mode, where in during the festive season in India starting from August till New Year they work with various businesses as they get huge gifting orders and being a sustainable brand gives them an unique edge. In the off season, they mostly operate as a B2C business and their primary focus in customer awareness. Post covid the appeal towards indigenous goods has increased, which also increases the love for their products .

Social and environmental benefit

Through this innovation, Ecokaari has been able to create significant impact on the Environment as well as the society.

Environmental:

Ecokaari upcycles single-use plastic waste, preventing it from ending up in landfills or oceans. This helps reduce plastic pollution and also increases the usage and expand the life cycle of single use plastics. The production process uses manual labor and charkhas instead of machines, minimizing electricity consumption and greenhouse gas emissions. This model keeps plastic in use for longer, contributing to a circular system of plastic waste management and reducing its chance of becoming micro plastics where materials are reused and recycled rather than being discarded.

Social:

Ecokaari provides employment opportunities for women and youth from underserved backgrounds through upskilling. The focus on handmade products using traditional techniques like charkha weaving preserves and promotes these skills, empowering artisans and contributing to cultural heritage. Ecokaari's business model raises awareness about environmental issues and responsible consumption, and gets people to think about the lifecycle of the products they use once and then discard it. It encourages people to dive deeper into the idea of sustainability.

Interview

Shivalika Mohan, Sales and Marketing Head