Innovation

Uurja Naturals is a company founded on the principles of sustainability and environmental responsibility. Through the production of eco-friendly yoga products, the company aims to offer consumers a greener choice while actively contributing to global sustainable development goals. Mr. Sudarshan explains that Uurja Naturals aims to stand out not only in terms of product quality but also in creating a positive impact in sourcing and production.For example, one of their yoga mats is made of cork and natural rubber, ensuring it is 100% natural. The company recognizes the environmental impact of conventional yoga products and aims to address this issue by offering sustainable alternatives.

The company operates in both business-to-consumer (B2C) and business-to-business (B2B) spaces. Mr. Sudarshan discussed the potential to white-label license their products to other manufacturers globally, expanding their reach and contributing to Sustainable Development Goals (SDGs).The company seeks to create operational impact by encouraging conscious consumerism. Mr. Sudarshan believes that people should make sustainable choices without compromising on the core features of a product. Despite the additional cost of eco-friendly products, Urjaa aims to provide customers with the same or better benefits while making a more sustainable choice.

The company is actively involved in researching and innovating new materials that are both sustainable and cost-effective. For instance, efforts are being made to identify materials that can bring down the overall product cost for customers.

Inspiration

Urjaa Naturals finds its roots in Mr. Sudarshan's personal journey as a devoted yoga practitioner. Motivated by his own experiences, Mr. Sudarshan recognized the environmental downsides of traditional yoga products. This realization sparked a deep commitment to create a business that not only offers top-notch yoga essentials but also champions eco-friendly practices.

Mr. Sudarshan's drive stems from a desire to break away from the environmental impacts associated with standard industry practices. Urjaa Naturals, a product of this vision, stands as a testament to Mr. Sudarshan's unwavering belief in the power of responsible consumption and sustainable production.

Choosing the picturesque backdrop of Goa was no coincidence. Mr. Sudarshan strategically positioned Urjaa Naturals in this globally recognized tourist destination to align with the company's marketing strategy. Goa's international prominence serves not just as a location but as an integral part of the brand's identity.

In this serene setting, Urjaa Naturals not only flourishes but also becomes a symbol of sustainability in an industry that often neglects environmental concerns. Mr. Sudarshan's choice of location underscores the brand's commitment to not only offering exceptional products but also integrating a story of eco-conscious living into its very essence.

Urjaa Naturals stands as Mr. Sudarshan's inspired venture, harmonizing personal passion, environmental mindfulness, and strategic acumen. It is poised to make a meaningful impact in the realm of yoga and beyond, embodying a simple yet formal dedication to a more sustainable and conscientious future.

Overall impact

In terms of short-term effects, Uurja is creating bio degradable yoga mats made of cork and natural rubber, making them 100% natural. These are products that are biodegradable and eco-friendly. Mr. Sudarshan also discussed with us the long-term potential to white-label license their products to other manufacturers globally, expanding their reach and contributing to Sustainable Development Goals (SDGs). In addition to this, he aims to create a closed-loop system for better consumer behaviour practices. This involves encouraging customers to return used products for recycling instead of discarding them in landfills. The company plans to offer discounts for customers returning used products, ensuring the recycling process is seamless and contributes to reducing the carbon footprint. The company seeks to create operational impact by encouraging conscious consumerism. In terms of measuring the impact, it is primarily measured through customer feedback and user experiences which have been extremely encouraging and positive so far. When asked about measuring impact beyond product sales, Mr. Sudarshan mentions that tangible impacts can be seen at scale. He expressed a desire to showcase more measurable impact when the company reaches a certain scale, enabling them to qualify for subsidies or benefits from the government.

Business benefit

Urjaa Naturals' focus on sustainable, eco-friendly yoga products has driven positive outcomes for the business. By using materials like cork and natural rubber, the company stands out in the market, attracting environmentally conscious consumers. This commitment aligns with growing demand for eco-friendly options, enhancing the brand's appeal.

The dedication to UN Sustainable Development Goals strengthens Urjaa Naturals' reputation and social impact. Leveraging its strategic location in Goa, a popular tourist destination, further boosts visibility and aligns with the trend of eco-friendly living.

Despite challenges, including slow growth and limited marketing budgets, Urjaa Naturals excels in building genuine relationships. This approach, coupled with a focus on creating long-term value, positions the business for sustained success in a competitive landscape. In summary, Urjaa Naturals' commitment to sustainability, strategic positioning, and genuine connections have resulted in positive market outcomes.

Social and environmental benefit

Urjaa Naturals' innovation in crafting eco-friendly yoga products brings significant benefits to both society and the environment. By utilizing sustainable materials like cork and natural rubber, the company actively reduces the environmental impact associated with traditional yoga products, particularly those made from non-recyclable and harmful substances like PVC. This commitment aligns with a broader movement towards responsible consumption, offering consumers an eco-conscious choice that promotes a healthier planet.

In addition to minimizing the carbon footprint of yoga products, Urjaa Naturals contributes to societal well-being by promoting health-conscious practices. The use of natural materials in their products ensures that practitioners are not exposed to potentially harmful substances during their yoga sessions. Furthermore, the company's dedication to the United Nations' Sustainable Development Goals, emphasizing climate action and responsible production, underscores a holistic approach to fostering positive societal and environmental outcomes.

Urjaa Naturals goes beyond product innovation to implement a closed-loop system, encouraging customers to return used products for recycling. This initiative aims to prevent unnecessary waste and aligns with the company's vision for a sustainable product lifecycle. In essence, Urjaa Naturals' innovation is a testament to its commitment to creating a positive impact by offering eco-friendly alternatives, promoting responsible consumption, and actively contributing to global sustainability goals.

Interview

Sudarshan Burgula, Founder