As the world becomes increasingly aware of the environmental impact of plastic, the demand for eco-friendly alternatives has skyrocketed. According to a 2022 report by Grand View Research, the global market for sustainable products is expected to reach $150 billion by 2030. This growing trend has created a fertile ground for innovative startups like Thenga, a Kerala-based company founded by Maria Kuriakose.
Launched three years ago, Thenga has quickly gained momentum by transforming humble coconut shells into kitchenware, tableware, and décor items. With a focus on sustainability, Thenga has not only found success in India but has also gone global, with international customers now able to order directly from the company’s website.
The Spark of an Idea: Maria’s Journey from Corporate Life to Entrepreneurship
Maria Kuriakose’s journey from a high-paying corporate job in Mumbai to becoming an eco-entrepreneur is one of courage, determination, and a deep commitment to sustainability. After completing her MBA, Maria was well on her way to climbing the corporate ladder. But something was missing.
It was her love for her home state and her desire to create something meaningful that led her to quit her job and start Thenga. Inspired by the rich cultural heritage of Kerala and the ubiquitous coconut, Maria saw an opportunity to promote an indigenous product while contributing to environmental sustainability. Despite facing numerous challenges, including skepticism from those around her, Maria’s vision for Thenga never wavered.
Crafting a Unique Product: The USP of Thenga
What sets Thenga apart in the crowded market of eco-friendly products is its unique use of coconut shells. While most businesses focus on coconut oil and milk, Maria decided to tap into the potential of coconut shells, which are often discarded as waste.
“She explains that coconut shells are exceptionally strong, making them an ideal alternative to plastic, steel, or glass.”
Thenga’s products, which include kitchenware, tableware, garden, and décor items, are completely hand-made by a team of 12 artisans, seven of whom are women. The process is simple yet nature-friendly, involving sanding and buffing the shells, followed by a coating of coconut oil to bring out their natural shine. The result is a range of toxin-free products that are not only beautiful but also durable and safe for the environment.
Overcoming Hurdles: The Challenges of Building Thenga
The journey to success was not without its obstacles. In the early days, Thenga’s products faced rejection from customers due to size variations and other issues. “Customers complained that the size of the products like kitchenware and tableware were not as per their specifications,” Maria recalls. However, through proper planning and a lot of effort, these challenges were addressed. Another major milestone for Thenga was its entry into the export sector. The company recently exported 40,000 pieces to Denmark and has been receiving queries from the Netherlands and Switzerland.
Despite these challenges, the positive responses from customers, both in India and abroad, have been a big boost for the team.
A Vision for the Future: Expanding Thenga’s Product Line
Maria’s vision for Thenga extends far beyond its current offerings. The company is already planning to launch new products, including toys and jewelry made from coconut shells.
Plastic toys pose a danger to babies, which is why she is planning to create toys from coconut shells. Additionally, Thenga is exploring the potential to develop package boxes and other innovative products that align with its commitment to sustainability.
Her passion for promoting an indigenous product of Kerala while fulfilling her responsibility to protect nature is evident in every aspect of Thenga’s operations. With a turnover of Rs 1 crore in the last fiscal year, Thenga is well on its way to becoming a leading player in the global market for eco-friendly products.
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Empowering Women: The Heart of Thenga’s Workforce
One of the standout features of Thenga is its strong focus on women empowerment. Among the 12 artisans who handcraft Thenga’s products, seven are women. Maria has created a supportive work environment that offers flexible working hours, allowing her employees to balance their multiple roles as mothers, wives, and daughters.
Majority of women who had taken a career break due to family responsibilities are part of the team.To accommodate their various roles, flexible working hours are provided.
This approach has not only helped Thenga grow as a business but has also made a positive impact on the lives of these women, providing them with financial independence and a sense of purpose.
Frequently Asked Questions (FAQs)
What makes Thenga’s products eco-friendly?
Thenga’s products are made from coconut shells, which are a natural and sustainable resource. The manufacturing process is simple, and no harmful chemicals are used, making the products completely toxin-free.
How did Maria Kuriakose come up with the idea for Thenga?
Maria was inspired by the rich cultural heritage of Kerala and the potential of coconut shells, which are often discarded as waste. Her desire to create something meaningful and contribute to environmental sustainability led her to start Thenga.
Where can I buy Thenga’s products?
Thenga’s products are available on leading e-commerce platforms like Amazon, Jio Mart, and First Cry. They can also be purchased directly from the company’s website.
What challenges did Thenga face in its early days?
Thenga faced several challenges, including rejection from customers due to size variations in the products. However, with proper planning and effort, these issues were addressed, and the company has since grown significantly.
How does Thenga empower women?
Thenga’s workforce includes a strong team of women artisans. The company offers flexible working hours, allowing these women to balance their work with their family responsibilities, thereby providing them with financial independence and a sense of purpose.
What are Thenga’s future plans?
Thenga plans to expand its product line to include toys, jewelry, and other innovative items made from coconut shells. The company is also focusing on expanding its presence in international markets.
