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Green Gifts established its sustainable business operations even before the concept of Sustainable Development Goals (SDGs) was implemented. The firm follows a basic business-to-consumer (B2C) retail model led by Mrs. Pragati Dande with the ideology of " taking care of the environment and giving back to society." She included various eco-friendly products in her portfolio, both attractive to consumers and beneficial to the environment.
Green Gifts started with the small vision of a woman determined to start a business and make her mark in a patriarchal society. From the beginning, Mrs. Pragati Dande was sure about her business approach and created an example of "how profits can be earned without hurting the environment."
The business provides basic gift products produced using innovative approaches. Apart from being eco-friendly, these products offer value for everyday use. At the start of the business, the firm faced losses and cash flow issues, but Mrs. Dande held her ground and worked hard toward achieving her dream. The company had a slow start, but gradually, new innovative products were included, such as Eco365 water savers, khadi products certified by khadi India, etc. All products were produced using natural ingredients that could easily be recycled.
Although Green Gifts did not formally adopt the Sustainable Development Goals (SDG) and even the founder was not aware of it till the interview, according to our research into their business model, they were following the basic principles along these goals.
For example, they followed SDG 9 - Industry, Innovation, and Infrastructure by offering innovative products such as Bamboo Toothbrushes, Eco-365 water savers, and compostable bags. They also had a portfolio of khadi products certified by Khadi India.
They followed SDG 12 - Responsible Production & Consumption by implementing the business strategy of marketing sustainable products such as Bamboo Toothbrushes, which reduce CO2 Emissions, Eco-365 water savers that focus on water preservation, and health-focused food products.
They followed SDG 13- Climate action by promoting the consumption of products that benefited the environment. These products were produced by replacing fossil-fuel-based plastic raw materials with sustainable alternatives. Through the production of bamboo toothbrushes, which could easily be recycled, green gifts allowed businesses to function with minimal environmental impact.
Growing up in India, she had an excellent western education and was well-informed and knowledgeable about current world events and policies. She was sensitive to her surroundings and their impact on the lives of millions of humans. She observed early on that most businesses followed methods that were detrimental to the environment and society. She said, "People discouraged me from following my entrepreneurship dream by stating that a business cannot be profitable if the key focus is on the environment. But my childhood learnings helped me stick to my roots and principles while ignoring unwarranted opinions."
Over these ten years, the business has benefited both society and the environment by giving livelihood to more than ten people, contributing towards the nation's economy, decreasing plastic usage and Co2 emissions by selling eco-friendly products such as bamboo toothbrushes, promoting khadi clothes certified by khadi India and advocating for environment-friendly fashion trends.
The impact of these contributions might be negligible in the short term, but in the long run, these products, collectively, have a significant effect on our social ecosystem.
When asked about her employees, Mrs. Dande said, " I consider my team as my family; all of them are dear to me, and all were paid much above the industry standards."
1) Reducing the usage of fossil-fuel-based plastic materials and C02 emissions by using natural plant-based alternatives.
2) Advocating water conservation by selling Eco365 water savers.
3) Promoting responsible fashion trends by selling khadi products certified by khadi India.
4) Advancing environment-friendly products in the gifting industry by introducing eco-friendly corporate gift hampers.
Pragati Dande, CEO