101 Guide on How to start a Sustainable Tableware Brand by Irida Naturals

Starting a small business isn’t a cakewalk; it requires a deep understanding of what works best and sharp business acumen. Especially when one wishes to start a sustainable brand. From the raw materials to marketing it through the right channels, it can be a challenge. However, it's about to change. If you're someone who aspires to start a sustainable brand from scratch, then this article is your holy grail! In this 101 guide, Local Samosa is in conversation with Sanjana, the founder of Irida Naturals, a sustainable tableware brand. Let's begin, shall we?

Learn and Unlearn 

Wondering where to start? These pointers will help you along the way:

• Functionality
• Aesthetic and good designs
• Invest in proper certifications
• Research and understand the gaps in the market
• Deep dive on the quality of the biomaterials used
• Should pass the food-safety standards, for example, resist moisture and heat
• Figuring out the best bio-degradable or upcycled material, or agri-waste like rice husk

Lastly, the key to starting a tableware or homeware brand is durability. If a product lasts years and replaces hundreds of disposables, that's meaningful sustainability.

While most consider sustainability another fleeting trend, it’s the need of the hour. As our natural green cover is being eradicated, and as humans, a small change by us will lead to a greater impact. It may be as small as switching to eco-friendly tableware or adopting a sustainable lifestyle. 

Building a Brand Identity

From concerts to stays, sustainability is taking over the world, but running a business or a brand in this industry demands in-depth knowledge and research. “To run a sustainable business or brand in this industry means designing with intent at every stage—low-waste raw materials, minimal processing, safe finishes, and fair practices. For us, it’s about reducing impact without compromising on quality or aesthetics”, the founder of Irida Naturals opines.

Here are a few things you should know:

• Transparency and trust are key to good consumer relationships
• The brand's motto and idea should resonate with customers
• Aesthetics are everything. Thus, make the brand logo, products, and social media feeds visually appealing
• A good social media presence, along with a functional website, will quickly connect the consumers with the brand.

These pointers will help you reach more people, which is essential if you wish to capitalise on the sustainable industry. 

Investments 

Securing an investment is the backbone of running a successful brand. Here are a few points to remember while keeping in mind a tableware or homeware brand:

• Prioritise essentials
• Launch a website
• Start small and scrappy
• Leverage social media to its full potential
• Strategic Planning and Channels to brand on
• Get the brand listed on multiple marketplaces
• Consider customer feedback as your holy grail
• Focus on sampling, prototyping and early inventory
• Reinvest in what you think works best for your brand 

Visibility is everything. Gaining traction on your website and social media platforms will boost your brand identity. Like Irida Naturals, you can start by listing your brand on Amazon and move on to other marketplaces. 
 

Things to know for an eco-conscious brand online

When it comes to certifications, there are many for a sustainable brand—do your research and get what suits your product or brand. Sanjana says, "At Irida, we're FDA and SGS-certified, food-safe, and tested for microwave, dishwasher, and freezer safety." 

However, here are a few extra tips from Sanjana to keep in mind for a sustainable business:

• Build a community
• Invest in good visual communication.
• Trust is what takes you the furthest, especially when you're asking people to make a conscious switch.

A business or brand requires a deep commitment, knowledge of the market, and sharp business skills, but creating a sustainable or eco-conscious brand demands twice the effort. For anyone who aspires to start their own sustainable business, Sanjana advises, “It’s not just about being 'green’. It’s about what’s better for the planet, solving real problems, and also about educating people, which is the need of the hour.