Aditya Ruia

Toilet paper is one of those little things we often don’t think about. Until we notice we’ve run out, of course. In fact, people on toilets without toilet paper have gone so far as to tweet their distress AND actually receive a fresh roll. Be Eco – Beco.       While such stunts certainly underlie the significance of our habits, there’s a more evil implication too: our consumption and manufacturing practices.       The market for toilet paper is still rife with virgin pulp toilet paper. The situation is worsened by a certain policy introduced in 2010. India permitted Chinese and Burmese imported toilet paper which are 45% cheaper than Indian manufactured brands.   With cheaper goods come new consumer expectations. Casual shoppers are less likely to look at a label anyhow. With significantly inexpensive options it’s not just penny-pinchers and super-shoppers opting for the most cost-effective selection.     ... Continue reading →

Every year India generates 3.3 million metric tonnes per year, of which 40% remains uncollected. Where does it go, you ponder? To the landfills, which then makes it to the oceans,  and eventually in the water and food we consume. And there’s much more, but we don’t want to bore you with that right now.  To go zero waste suddenly is a task, we totally agree, but to start with small steps to be eco-friendly is really quite easy. It’s all about making the right choices and keeping at it.  Our surveys with customers and non-customers taught us that the biggest challenge they have faced so far is not with buying their first environmental friendly product but – keeping up with the sustainable lifestyle and continue buying products at an affordable price and, feeling clueless about what small eco-friendly changes to make daily Relatable much? Well, we hear you and are sharing these easiest everyday changes and most affordable products in the market ... Continue reading →