Making a difference: Krya | SupportBiz

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Making a difference: Krya

The brainchild of Preethi Sukumaran and Srinivas Krishnaswamy, Krya was launched in September 2011. Chennai-based Krya prides itself on its eco-friendly detergent powder, its focus on developing sustainable alternatives to various chemical-laden household products, as well as the fact that many of their daily operations are environment-friendly.

SupportBiz presents a chat with Srinivas about Krya, the challenges faced, entrepreneurship and more.

When did Krya start operations?

Krya was registered in May 2010. Our first product – Krya detergent powder – was launched in September 2011.

What is the basic concept of Krya?

Krya believes in making products that are environment-friendly right from the creation of the product to the time of usage of the product by a customer and disposal of the resultant waste.

Tell us about your starting product...

Our starting product – Krya detergent powder - is produced using entirely natural, plant-based ingredients. We make maximum use of sunlight and natural processes in the course of making the detergent powder, with minimal usage of water and electricity. The resultant water after usage of Krya detergent powder is completely bio-degradable. We use locally sourced materials, and there is no animal testing.

Krya detergent powder is a healthy, safe and organic alternative to the toxic products available in the market.

Your day-to-day operations are also environmentally sustainable. Tell us about this...

We try to make every little process in the day-to-day operations of Krya as eco-friendly as possible.

For instance, Preethi and I share the same visiting card. The paper that we use for the  cards is responsibly sourced. We do not use multi-coloured ink or lamination on our visiting cards, which makes them easily recyclable.

We avoid using courier services for delivery to areas near our office, in order to reduce carbon footprint.

What is the background of the founders?

Preethi and I are IIM graduates, and have a corporate background in brand building, marketing and sales of consumer products.

How did the idea of Krya come about?

Preethi and I have always been interested in eco-friendly products and processes, and have done considerable research on the same. So, that was a natural choice for us.

We quit our jobs in 2010 to brainstorm about the kind of company we wanted to start and the kind of processes that we wanted to adopt.

How big is your team?

Presently, we have just two team members – Preethi and myself.

Where in India are your products available?

We ship our products free of cost throughout India. We also stock our product in a few, exclusive retail outlets in Mumbai, Chennai, Bangalore and Coimbatore.

How do you get your clients?

We get a number of customers through our interviews on blogs, several online magazines and newspapers, and through word-of-mouth referrals by satisfied clients.

We write about sustainable ways of living on our blog and Facebook page, which also help us get customers.

What are your expansion plans?

We are developing a range of eco-friendly personal care products as well as other products for household use.

We also plan to expand our team.

Also, by the end of 2012, we hope to stock our products in at least 100 stores across India.

Is the average Indian consumer ready to buy eco-friendly products?

Yes, I think so. In fact, we have been floored by the response that we have been receiving to Krya detergent powder. People from different walks of life are very interested in the product.

What are the major challenges you face?

Lack of awareness among people about the benefits of environmentally sustainable products. It takes a lot of time and effort to convince people of these benefits over those of commonly used, highly toxic ones.

Any advice for a potential entrepreneur?

A potential entrepreneur should try and ensure that he is financially secure for a period of two to three years till the business starts yielding profits.

It is also important that a potential entrepreneur be very clear about whether his business idea is born out of his hobby or a burning passion. In tough times, burning passion and enthusiasm for one’s idea are the only things that tide an entrepreneur over.

Also, it is essential that a potential entrepreneur have a long-term plan about his firm, if only a basic plan.

Corporate website: Krya