COVER

The Power of Passion and Perseverence

MEDINI-Eco Lifestyle

3. Good Health and Well-Being 10. Reduced Inequalities 12. Responsible Consumption and Production 13. Climate Action

Overview

In the year 2019, Mrs. Diveker started the eco-friendly store in the small humble space of her office. Medini creates and sources basic sustainable and zero waste essentials, organic home care, and skincare products, products made of bamboo, metal, and reclaimed wood, thus promoting a sustainable and eco-friendly lifestyle.

Authors

Aparajita Adhikary

Aparajita Adhikary

Ananya Gupta

Ananya Gupta

Mansi Khaira

Mansi Khaira

Aayushi Sharma

Aayushi Sharma

Samarth Srivastava

Samarth Srivastava

School

Goa Institute of Management

Goa Institute of Management

Professor

Divya Singhal

Divya Singhal

Innovation

Medini might have started in the year 2019 but the struggle to live a sustainable life had started way back in the year 2014 after Mrs. Tanuja Diveker battled and successfully emerged from some crucial and dark phases of her life. It is after battling through the darkest times of her life, she felt closer to nature. She changed her outlook on life as she looked at life with an optimistic perspective, turned vegan, used organic projects, and volunteered to counsel people. However, it was in the year 2019, when Mrs. Diveker joined a project by an architect Sarita Sudhakaran, who had designed the project to teach how to go eco-friendly.

She started with basic sustainable essentials on menstruation, such as alternatives to menstrual cups, jute bags, bamboo toothbrushes, tissues, bamboo or reclaimed wooden clips for clothes, bamboo straws, which are compostable, or metal straws, which have their cleaners, making the product more hygienic.

Medini now has a range of other innovative organic products, such as neem wood combs, which are extremely beneficial for hair-related problems like dandruff or hair fall; vegetable loofahs as opposed to plastic ones, which can be composted once they are of no use; coconut coir scrubs for kitchens, kitchen plates made of bagasse, etc. Medini has also expanded to organic food grains, organic skincare, zero waste essentials, and eco-friendly stationeries, made of paper. Besides these items, Medini has also come up with another innovative product with the concept of a pencil with seeds, wherein, once the pencil is shortened and is thrown away in the soil, the seed will germinate in a plant.

Other such products include garbage bags, made of compostable cornstarch; bottles made of steel, bamboo, clay, and copper, eco-friendly gift hampers, diaries whose pages are made of waste cotton pulp, organic home care products, such as organic detergents, as opposed to the regular detergents which contain a lot of microplastics, which once used in our clothes can lead to itching or rashes sometimes.

Mrs. Diveker also plans on launching organic clothing and organic caffeine by next season. Mrs. Diveker also has partnered with Miss Pooja Subhash, who just like her is eco-conscious. Together, they hold healing therapies and workshops on sustainability, which include making bio-enzyme, making our soaps, and making our skincare. Such innovative ideas do not only promote a sustainable lifestyle but also ameliorate nature.

The Power of Passion and Perseverence

Inspiration

Who would have thought that a person battling a lot of troubles in her life would become an inspiration for the hundreds of economically backward women? How could someone who was not sure of her future carve the path of light for others?

"I was clueless about everything at one point in time," says Tanjua, but as the phoenix rises from the ashes similarly, she rises, breaking all the barriers of uncertainty and giving back a lot to society and the environment. Mrs. Tanuja brings the concept of Green-premier in front of the entire world by working on serious emerging environmental issues.

"My idea is to bring 'say no to plastic' on the desk and help the local women by employing them to work on plastic-free reusable products".

Entrepreneurs like Mrs. Tanuja are an example of women’s empowerment, which changed the lives of hundreds of women and inspired the younger generation. Medini provides the optimal solution for the emerging plastic problems. There are a lot of eco-friendly alternatives that can completely replace plastic products, such as bamboo toothbrushes, Plant-based loofas, eco-friendly washing powder, and many more.


Overall impact

We know Medini is genuine and committed to making the world a better place. This store was founded with the vision and mission of reducing single-use plastic and instilling an eco-friendly lifestyle at an affordable price. Medini's contribution to the business, society, and the environment can be attributed to three SDGs: SDG #3 (Good Health and Well-being), SDG#10 (Reduced Inequalities), and SDG #12 (Environmental Sustainability) (Responsible Consumption and Production). The company intends to contribute to the reduction of these three SDGs. Along with product composition, the company strives for a greener end-to-end process from production to packaging (as evidenced by the products' biodegradable cardboard and water-based ink packaging).

It is a one-stop shop where you can find a wide range of high-quality eco-friendly products at low prices, including handmade wooden crafts, single-use bagasse food containers, organic body care essentials, eco femme products, stationery, jewelry, and many more. The company anticipates that the short-term effect will be a reduction in plastic waste in Goa, while the long-term effect will be a shift in people's lifestyles from mindless consumerism to mindful consumption. Their key products are their jute and cotton bags, which can be customized to our specifications in various shapes and sizes and can be used by us or given as gifts to friends and family. The company also promotes the weaker section of society and women.

Business benefit

Mrs. Diveker’s innovation has led to the acquisition of a lot of eco-conscious people, resulting in the promotion of a sustainable lifestyle. Medini provides a refilling facility for selected home care products if consumers bring their own containers. This has led to a reduction in the operating costs of the business, the introduction of innovative strategies, and improved reputation among the clients. Medini's clients become a part of this eco-lifestyle club and these clients advertise Medini's products and bring in more clients. Through this eco-lifestyle club, Medini has been successful in increasing its customer base and has been creating community engagement by resourcing and having an effective system that results in a sustainable lifestyle. The business has grown locally which benefits its local community and builds customer loyalty.

A majority of Medini's brands are women-led and employ women from economically backward classes in their area, thus uplifting them. Medini also sources out a premium range of skin, body, and baby care products from Amarya Naturals, Uttarakhand. Mrs. Diveker has also partnered with other eco-conscious people, who have similar goals and their collective efforts have increased the amount of money and the profit that the business earns.

Recently, Medini Eco Lifestyle has been incorporated as a Limited Liability Partnership on August 23, 2021. It is registered at the Registrar of Companies, Goa. Its total obligation of contribution is INR 10,000. On average, Medini has an annual turnover of INR 8,40,000 - 12,00,000 and an annual profit of around 25%.

Social and environmental benefit

Medini has been successful in creating an impact on the environment by producing eco-friendly products for society. Mrs. Tanuja described how efficiently they are trying to combat the use of plastic by innovating all-natural products. "A plastic toothbrush used in your childhood 15- 20 years ago, can still be found in any water body or a dump yard...read an article by Economic Times, working on this particular notion. Medini has been working on a wide range of wood-based products that include neem comb and bamboo toothbrushes, which are easily disposable and provide natural health benefits to the consumer."

The clothing industry contributes heavily to land, air, and water pollution which affects the biodiversity of the surrounding. The main waste product of this industry is cotton. Medini recycles this waste product and utilizes its pulp to create a new paper for diaries. Other than that, the wooden products made by the company are built from reclaimed wood, which helps in reducing deforestation. Apart from these products, Medini has also made pencils with seeds, wherein, once the pencil is shortened and is thrown away in the soil, the seed will germinate in a plant. This helps in promoting the environment.

Other such products include garbage bags, made of compostable cornstarch; bottles made of steel, bamboo, clay, and copper, organic home care products, such as organic detergents, as opposed to the regular detergents which contain a lot of microplastics, which once used in our clothes can lead to itching or rashes sometimes. This also prevents groundwater pollution due to microplastics.

On the social front, Mrs. Tanuja has been hiring women from economically weaker sections which would uplift them financially and motivate them to earn their livelihood. The startup even has tie-ups with other women-led organizations of nearby places, which spreads awareness among the people and helps in improving the economic condition of the particular region. Children are educated about the sustainable environment in the most unique way i.e., children board games like snakes and ladders are also manufactured, which are again made up of reclaimed wood.

Interview

Mrs. Tanuja Diveker, Founder

Keep this story going! Share below!

MEDINI-Eco Lifestyle

MEDINI-Eco Lifestyle

Mapuse, GOA, IN

Business Website: https://www.medinieco.com

Year Founded: 2019

Number of Employees: 2 to 10

Medini is not just an eco-friendly store, but a haven for like-minded eco-conscious people, who meet, learn, discover ways and share innovative ideas to create products and source them that would help us in leading a more sustainable lifestyle. Located in the picturesque town of Goa (India), Mapusa, the store sells organic, and zero waste essentials to create awareness among the people and encourage individuals to use mother nature’s gifts more responsibly to traverse the journey towards eco-friendly living.