Saattvic Ecocare initially started with bagasse tableware, however it realised that clients, who were conscious about the environment, wanted the entire basket in eco-friendly packaging. We introduced more product ranges like paper bags, paper glasses, etc wherein we could be a one-stop solution for their needs, Ms. Hashveen Bedi, Partner at the company informs Paper Mart.
Paper Mart: What factors encouraged you to enter the compostable tableware market? How are you positioned today?
Hashveen Bedi: We saw the issue that plastics were creating in the landfills, and felt that some action was definitely required. The clients, however, were more cost-conscious and did not understand the serious concern they were causing to the environment. However, we decided to make the change, knowing that slowly the change would come in. With this thought, we started Saattvic.
PM: Give us a brief on the product range you have introduced. How much has it diversified?
HB: We initially started with bagasse tableware (CHUK), however we realised that clients, who were conscious about the environment, wanted the entire basket in eco-friendly packaging. Hence, catering to the hospitality industry, we introduced more product ranges like paper bags, paper glasses, etc wherein we could be a one-stop solution for their needs.
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PM: Where in India do your products enjoy strong demand? What new markets are you eyeing?
HB: These products are now getting demand from pan-India as the clients have become more conscious about what they need. We were catering to B2C pan-India, however we are now looking at pan-India B2B distribution. There are many more new products in the pipeline which will be launched in June 2024.
PM: What is your production capacity? Assuming increased market demand, how much will it change?
HB: We have been continuously building our production capacity based on the increase in demand. We are set to meet the expected increase in market demand.
PM: Please discuss the distribution strategy you have adopted.
HB: We have tied up with distributors for selling our products in the B2C market as it is not possible for us to reach everywhere. Setting up a good network of distributors is the way forward.
PM: In terms of acceptance, how would you describe adoption of compostable tableware in India?
HB: There is a mix in terms of customer acceptance of eco-friendly products. There are some customers who are self conscious about the environment and are ready to pay a little extra for such a product range. While the other set of customers are moving to such alternatives only due to government ban on single use plastics.
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PM: What innovation/s have you introduced that have worked as a game changer for you? Please discuss.
HB: We have got into setting up our own manufacturing unit for paper bags and glasses, customised food packaging as per the client requirements which have a huge demand in India and abroad. This has definitely helped us grow the market and work with key clientele like Baskin Robbins, PVR Inox, Jumbo King, and Reliance Jio World Convention Centre ,to name a few.
Also, setting up a warehouse in Mumbai and Delhi has helped us grow the market even more.
PM: Give us a view of the compostable tableware market, in terms of growth and future, in India.
HB: The hospitality segment as a whole is increasing with more customers indulging in food in restaurants. This segment, as a whole, is a growing segment. So if we are ready to innovate and give good service to our clientele, the growth is manifold in this segment.
