Sustainable lifestyle may be the new buzzword in our society, but its adaptation is now required more than ever. All our day-to-day used products are laden with harsh chemicals that affect our environment in a more severe way than one can possibly think of. Hence, implementing sustainable practices and using eco-friendly products is the need of the hour for our current generation.
Praanapoorna collective is one such brand that aims to change our lifestyle from chemical-laden to chemical-free. They use natural and locally sourced ingredients like Citrus Peels, Soapnuts, Shikakai and Pure Essential oil and all their products are handcrafted. The Grey/used water after using Praanapoorna products naturally rejuvenates the soil and water. This e-commerce platform mainly provides chemical-free disinfectant cleaners in reused containers. Praanapoorna Natural Cleaners are labtested at NABL accredited labs for antibacterial efficacy with proven disinfectant properties. They supply to individual customers and in bulk.
“OUR PRODUCTS CONTRIBUTE TO SAFE LIVING SPACES INVITING MORE LIFE FORCE INTO OUR LIVES. PRAANAPOORNA IS DEDICATED TO PROMOTE ADOPTION OF NATURAL AND ZERO LANDFILL LIFESTYLE BY SUPPLYING IN REPURPOSED CONTAINERS AFTER PROPER DISINFECTION”Laksmi praba
Depending on the end-use of the product, Praanapoorna claims that the products can also act as a natural fertilizer for plants or naturally clean drains. A lot of thought process goes behind creating the products to make sure they are easily digestible by Earth after use. Their natural cleaners are made with an amalgamation of Citrus peel Bioenzyme, Soapnuts, Shikakai and Pure essential oil which can replace all the chemical cleaners available. Along with many other benefits like control of foul odor in surroundings and reduced water usage, they come in reused bottles after necessary disinfection. “Happy to share, we have reused 3000 bottles and cans, thus saving 6Tonne C02 emission and 7Billion Joules of energy in producing new plastic for packaging,” says Lakshmi, the co-founder, and director of Praanapoorna.
“[VISION] MAINSTREAMING ENVIRONMENTAL SUSTAINABILITY TO ALTER OUR CONSUMPTION PATTERNS TO WORK WITH EARTH’S NATURAL REGENERATION PROCESS”LAKSMI PRABA
Through their natural products and spreading awareness for its importance, Praanapoorna is working towards creating safe living spaces and safe groundwater. They train NGOs and SHG members about basic raw material production and guarantee to buy back quantities monthly with proper quality parameters met. Moreover, the members also hold regular DIY training, workshops, and awareness sessions at community centers, educational institutions, and corporates. Their mission also includes accomplishing some sustainable development goals like good health and wellbeing, clean water, industry innovation, Reduced Inequality, Sustainable cities and communities, Responsible consumption and production and climate action.
“THE JOURNEY HAS BEEN VERY INSPIRATIONAL AND EDUCATIONAL AND SATISFACTORY TILL NOW TO INSPIRE SEEDS OF SHIFT TO CHEMICAL FREE LIFESTYLE TO PEOPLE, PETS AND ENVIRONMENT”LAKSMI PRABA
As said by Lakshmi, she joined Praanapoorna as a co-founder to scale up the wellness contribution and benefits of chemical-free living to many people. The realization that her choices as a consumer also plays a huge role in deciding the fate of our environment gave her the final push to join this venture. And the founder of this initiative is Smitha Kamath, with the ideology of making handcrafted natural products with locally available ingredients for a sustainable lifestyle.
Since the starting of Praanapoorna, they have done constant innovations on product development with the help of customer feedback and expectations while keeping their un-compromised core values at the top of the priority list. Lakshmi reveals that apart from providing chemical-free disinfectant cleaners in reused bottles, they use zero plastic packaging to ship all over India.
“IT [social media] HAS HELPED IN MAKING OUR BRAND KNOW TO A WIDE AUDIENCE WITH TIMELY PROMOTIONS. THERE HAVE BEEN HAPPY CUSTOMERS WHO WERE INFLUENCERS IN SOCIAL MEDIA HANDLES FOR MAKING PRAANAPOORNA VISIBLE TO MORE PEOPLE”LAKSMI PRABA
Although their DIY workshops have contributed to making their brand known, their social media handles were the biggest breakthrough in reaching a lot of people. The greatest challenge they faced with this venture was convincing customers to shift from chemical-laden products to natural products. Also, they had to develop innovative and acceptable products( without additives/preservatives or artificial fragrances) that drive and inspire people enough to make this change in their lives.
During this pandemic, they faced challenges with delayed delivery of raw materials and resources supplies; however, they took this time to concentrate on branding and marketing. ‘The covid 19 situation has made us more focussed and strong to reach the impact to a wider audience’ adds Lakshmi.