Ekomaze, a research driven brand aiming to bring a change in the cleaning products industry with its plastic free products

• ByStartupStory     |    November 19, 2022

“Is there something that can be done to address the global problem of plastic waste and toxic ingredients that are present in cleaning and cosmetic products?” said Siddharth, from the consulting team of Ekomaze, while recalling their initial stages of discussion and conceptulization. This very thought is the idea for their brand Ekomaze®. In an exclusive discussion with Startup  Story. Even though the talk about climate, the environment, and the overall health of mother earth has been in conversation in recent times, we need to stop and think for a second – is it enough? 

Social media posts about the deteriorating condition of the environment aren’t gonna be beneficial if practical steps are not taken. 

Realizing the necessity for such an action, Nisarg and Siddharth, two schoolmates, took the much-needed step to bring a change- Ekomaze® Naturally Friendly, a brand from Orgomore Green Solutions Pvt Ltd.   Ekomaze® provides plastic-free, safe, and effective household cleaners proven to eliminate toxins that compromise your and planet health.

Orgomore Green Solutions Pvt Ltd  the parent company has its own manufacturing facility in Gandhinagar and specializes in end-to-end research-driven product development and product launch assistance for home care and cleaning goods. They specialize in organic, natural, herbal, and clean-label homecare and cleaning goods. They are also equipped to provide services for R&D, product formulation, full-service manufacturing, testing services, packaging, design, and private label.

How does Ekomaze® contribute towards safer consumer goods?

“ The logic behind Ekomaze® goes back to 2019, when the founders were walking down the aisle of a major retailer and found homecare and personal care products always provided in plastic bottles with no complete disclosure of what goes in the bottle. We came up with Ekomaze®, an  innovative way to overcome the problem of plastic-waste and product transparency on a global scale”, said Siddharth.  Plastic containers are largely used for hygiene and home care items. In addition, there remains no information about the ingredients on the product bottles, even if the ingredients are mentioned, they are likely to be extremely toxic chemical compounds emitting fumes, leading to rashes, itching. Ekomaze® stepped in to overcome these obstacles by developing plastics-free, scientists developed lab tested products that provide complete ingredient transparency and are safe for kids, pets, plants and especially those with  individuals with sensitive skin, and spectrum disorders. The two friends were not always entrepreneurs, like in most cases. They changed their career paths from very different backgrounds. Nisarg chose to become an engineer, while Siddharth went into the pharmaceutical industry. Orgomore’s co-founder Nisarg Vyas, received his education from IIM – Rohtak. Having more than 7 years of experience in the manufacturing field,  he was able to gather valuable insight and expertise that helped shape their fledgling enterprise. They came up with the idea for Ekomaze over a casual conversation. The noble idea became a tangible dream when they decided to invest in their startup. 

A deeper insight into the problem and the industry

Plastic pollution is a major global problem. The reason for over usage of plastic is its affordability. At present, the market for cosmetics and cleaning supplies is currently huge. Personal and home care brands are multi-billion dollar industries.

There is a huge year-over-year increase in the number of new plastic-free items. The industry is well situated for expansion in the global market sphere.

 Traditionally, this business has been controlled by just a few large firms in the United States and India; however, initiatives by companies are assisting entrepreneurs to find solutions to the plastics issue. India is a big market that ranks third in size, behind only North America and China. The founders believe that the plastic-free packaging and concentrated product forms are the next wave of innovation that will drive the industry as consumers become used to making more sustainable choices and purchases online and the market becomes less fragmented. These include advancements in both packaging, and chemical and ingredient technology, as well as a trend toward fewer, more streamlined home care product formats. The primary problems encountered by consumers mostly include the opacity of the brands. So far, no major companies have required ingredient labels to be shown on their packaging. Only 9 percent of plastic is recycled worldwide. Not only this, but the consumers also have a tough time dealing with the difficulty of adjusting to sustainable ideas, such as homecare items. 

Ekomaze®- its unique approach towards home and personal care products

The brand believes that sustainable products can build a brighter, better future for everyone. Environmental accountability is central to how they think. Through their commitment to sustainable and environmentally-conscious products, they are driving eco-ness into every home, while shielding our planet, empowering our people, and endorsing responsible business practices. The elimination of plastic from production, distribution, and consumption has had a significant impact, and this idea has become the brand’s goal as they move beyond 100% plastic-free by 2030. Ekomaze® aligns with 8 United Nations Sustainable development goals which is another unique feature that sets them apart from their competitors. 

Ekomaze® provides its products in ergonomically designed aluminum spray bottles that are infinitely recyclable and non-leaching, that makes it easy to clean sustainably. The company also clearly labels the contents on the bottles as well as on its website with all the details unlike its competitors who, since the pandemic, have begun selling all-natural plant-based products packaged in plastic bottles. With paper & cardboard boxes, use of paper tapes, zero plastic fillers, & biodegradable inks for printing, the brand’s secondary packaging is also plastic-free. The brand is already developing concentrated products that they will be launching in Q1 2023 that will be packed in glass bottles and can be used along with their aluminum spray bottles.

The uniqueness of the brand lies in (i) packaging innovation (plastic-free packaging and plastic-free refills) and products in concentrated form (ii) ingredient transparency (iii) plant-based formulas developed by scientists and scientifically tested to be safe for kids, pets, and individuals with sensitive skin. None of the company’s products will cause your skin to itch, or rash. Refill, reuse and recycle are core values of Ekomaze®.  

How Covid-19 boosted startups?

The pandemic has had a life-changing impact on every individual, be it directly or indirectly. The economic scenario of the country changed with the advent of Covid-19, subsequently, the startup ecosystem evolved as well.

During Covid-19 supplies were low, and people started making do with what they had. When it came to product offerings, established brands were dominant, but startups expanded rapidly. As of April of this year, Orgomore was still operating privately. The company anticipates an increase in production of at least 10%-15% every year compared to previous levels.

Vision of the company

The brand has a focus to be 100% plastic-free by 2030. Through research, innovation, and creativity the brand aims to be a leading provider for home care and cleaning products, with a solid product pipeline. In the next three years, the brand is going to build a sustainable community as well as expand its product offerings, along with venturing into retail space.The brand has received numerous interests from the US where they are working to provide their products into specialty retail stores. During a time when sustainable solutions are the key to saving the environment, initiatives like Ekomaze® give us hope for a better, brighter, and cleaner future. 

They are now live on – www.ekomaze.com

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