The world first grew cognizant of the pressing need to become eco-friendly close to seven years back. Ever since then, the eco-friendly product segment has only grown by leaps and bounds – not only globally but also in India. A popular study by the global marketing company TerraChoice found out that there has been a whopping 73% growth in the eco-friendly product market over the last five to seven years.
What gave way to this market growth? More brands ventured into sustainability practices as a part of their CSR activities. When the awareness about climate change and the need to support local businesses increased, sustainability became a sought-after trend. Leveraging this growth was, Delhi-based KraftSquare. Founded by the traveller couple Ruchi Raj and Shubham Patlani, KraftSquare started out as an attempt to curate the diverse and intriguing pieces of art and craft from every corner of India for a wider audience. Ruchi is an alumni of NIFT Delhi and fulfills the creative requirements at KraftSquare, whereas Shubham, with his extensive experience in building and launching tech solutions, takes care of marketing, operations and all things tech.
The Inception Story
KraftSquare began by delivering in just Delhi but now deliver pan India. KraftSquare since its
establishment was quick to identify the gaps in the market and actively started working towards bridging them. By sourcing raw materials from the first layer of the supply chain they could eliminate the middlemen and control costing and pricing.
In order to provide customers with guidance, they also introduced a onetime free styling tip session (verbal or written) on the usage and the impact of the product they are buying. “I combine the academic learning I received at NIFT and the work experience I gained with the trend forecasting industry to design a product range that synergises with today’s modern home decor,” says co-founder Ruchi. “From usage of raw material to packaging and delivery, we follow an out and out ecofriendly, plastic-free approach except on very rare occasions when there's no alternative,” she adds.
KraftSquare’s USPs and Plan Ahead
From a modern and unique approach to jute, a complete range of monochromatic Madhubani, unconventional single-tone cutlery collection to Japanadi home-décor products – KraftSquare’s product collection itself sets them apart from competitors.
KraftSquare is highly committed to supporting homemakers and transgender people by offering them skill training and thereby, a stable source of income
Although they are not a social body, KraftSquare is highly committed to supporting homemakers and transgender people by offering them skill training and thereby, a stable source of income. Strict quality measures and QC guidelines are also put in place. KraftSquare directly connects with artisans, cottage industries, NGOs, prisons and more across India, and pays them directly to ensure fair wages for all. “We also plan to open our range of ecofriendly corporate gifting for the B2B segment,” says Shubham. The company also aims to introduce awide range of jute collections, bamboo, date leaves, and moonj grass to its portfolio of products in the near future. “In terms of geographical expansion, we plan to open our shipment in the US and have plans to expand to Dubai and Europe as well,” adds Shubham.
With an aim toward including every section of the society to help develop eco-friendly products, the team at KraftSquare recently met a transgender community in Coimbatore (South India) to figure out a way to use their skillset. As the world starts to bear the brunt of climate change and preserving the environment becomes more crucial than it has ever been, KraftSquare is all set to become the much needed change we all wish to see.
.jpg "Overcoming the Hurdles of Scaling a Startup")
We use cookies to ensure you get the best experience on our website. Read more...
