In recent years, the global industrial hemp market has expanded rapidly. The growing legalization of hemp cultivation, as well as the demand for biodegradable and renewable natural materials in a variety of consumer products, are the attributing factors for the growth of Hemp products. Hemp products have carved out a distinct niche in the home decor market because of their aesthetic appeal and biodegradability. Known as a marvel plant, hemp can be used for exotic home decor for interiors and can become a source of home furnishing. A plant that was earlier considered exclusive to hippies is now in news mostly because of its vogue products and less labourintensive farming.
Established in 2021, Pravaah India is a sustainable home decor brand specializing primarily in hempbased products. It was started by Surbhi Agarwal after intensive e-research and study in hemp and realizing how it can counter the detrimental impact of the alternatives in the market.
In India, hemp-based products are in the initial nascent stages of discovering the level of demand that they can generate in the market. It is slowly
but surely gaining more audience with the people who are mindful of the choices they make and Pravaah India has been educating people, through queries and exhibitions, about these conscious changes and their positive effect on the environment. “I believe hemp is the answer since it requires fewer resources and therefore tries and incorporate it into as many products as we can in our brand”, says Surbhi Agarwal, Founder of Pravaah India.
Pravaah India opts for the best sustainable alternatives to the products available in the market with an aim to choose better and provide an alternative to synthetic textiles in India. The organization not only makes sure to utilize pure hemp for its products but also uses recycled and organic cotton as well, which is Global Organic Textile Standard (GOTS) certified. To ensure it provides quality products, Pravaah India produces all the products in small batches. Apart from this, the organization also guarantees plastic-free, ecofriendly, safe for infants, hand-crafted products from candles to laptop sleeves, teacups to table runners, and more.
What makes Pravaah India different from other players in the market is the level of transparency offered to its customers. The organization doesn’t shy away from interacting with the customers allowing them to see and check for themselves the GSM of the fabric and the Azofree dye being used and learn about the artisans who hand-crafted it. Pravaah India conducts multiple quality checks to ascertain the composition of the products i.e., hemp and dye. Quality checks are done in terms of the sizes of the products and cleanliness to ensure that the products being supplied to the consumers are what the organization claims to offer.
What makes Pravaah India different from other players in the market is the level of transparency offered to its customers
Future Roadmap
In the future, Pravaah India aims to grow exponentially across India in a sustainable way and to set up an experience centre to teach about the importance of hand-made, sustainable products and create a platform where consumers can interact with the artisans at different levels. The organization is one of the fastest-growing companies in the country, and it aims to strengthen its position by collaborating with stores across India to help create sustainable products and supplies.
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