In an era where sustainability is paramount, Maria Kuriakose, founder of Thenga, has carved a unique niche by turning coconut shells into beautiful, eco-friendly products. Her journey from a nature enthusiast to a sustainable entrepreneur is both inspiring and instructive, offering valuable insights into building a business that aligns with environmental values while supporting local communities.

Discovering the Potential in Coconut Waste

Maria’s journey began with a connection to nature and a curiosity about the innumerable uses of coconuts. “Being close to nature, while I was researching what business to work on, I was drawn towards coconut,” she recalls. Her exploration took her to various coconut processing factories where she observed a significant waste problem. “I realized that they were working in silos. For example, if the coconut is used for making oil, they only use the flesh and everything else is burnt. In coconut water plants, they discard everything except the water.”

Her passion for sustainability led her to a crucial realization: instead of procuring whole coconuts, she could utilize the waste and byproducts from these factories. This approach not only addressed the waste issue but also revived traditional practices where every part of the coconut was used—from drinking the water to using the leaves as brooms. “I just wanted to make sure that whatever I did shouldn’t have a negative impact on the environment,” she emphasizes.

From Backyard Experiment to Market Success

Maria’s initial foray into coconut shell products started modestly in her backyard. “I started with coconut bowls. I collected coconut shells, sanded them, applied oil, and then tried to sell them to a few businesses in the cities. I saw a good market response and got two bulk orders. That’s how it all started.”

What began as a small-scale operation with no external funding has grown organically. Thenga now processes and sells approximately 10,000 coconut shells a month, with plans to increase this to 50,000 and expand globally. “We are just going at our own pace,” Maria states, underscoring the sustainable growth ethos of her business.

Overcoming Challenges and Building Awareness

Customer expectations and the variability of natural products present ongoing challenges. “Customers often want bowls of a specific size, which is difficult as coconuts do not come in the same size. Meeting consumer expectations is sometimes a challenge as no two coconuts are the same.”

Moreover, competition from cheaper, environmentally harmful alternatives like plastic remains a hurdle. “Creating awareness about the environmental impact of their choices is necessary. We are not investing in marketing, so generating awareness and meeting customer expectations has been a challenge.”

Thenga also faces logistical challenges, especially related to raw material collection. “In summer, shells slightly expand and contract, making them unusable if exposed to the sun. Initially, we had some damages and losses, so now we stockpile shells we know we will need by January or February.”

Empowering Artisans and Sustaining Traditions

Thenga’s products are entirely handmade by artisans in Kerala, many of whom have seen their traditional crafts marginalized by cheaper plastic alternatives. “These artisans, who used to make ladles and other items, do not have regular income through this craft anymore. I try to identify such artisans, provide them with training, guidance, sometimes the machinery they require, and the raw materials. They make bowls, tea cups, cutlery, etc., in their homes according to our specifications and quality measures.”

This model not only provides employment to artisans but also preserves and revitalizes traditional skills. Orders, especially large ones, are split among artisans, ensuring a fair distribution of work and income. This collaborative approach has proven beneficial, particularly when dealing with the variability in coconut sizes—a significant challenge in meeting specific customer requirements.

Expanding Product Range and Vision

From its initial focus on coconut bowls, Thenga’s product range has expanded to include over 52 items, such as cups, cutlery, candles, keychains, medals, mobile holders, and more. The aim is to transition coconut shells from being viewed as mere handicrafts to essential daily-use items. “Our vision is that every home should have at least one or two coconut shell items for daily use.”

Customer feedback has been overwhelmingly positive, especially for the coconut bowls. “Many have told us that their bowls encourage them to eat healthier. It’s a different experience eating from a coconut shell. Its durability is another big plus, lasting 10-15 years, which makes the initial investment worth it.”

Future Plans: Packaging, Toys, and Global Expansion

Looking ahead, Thenga aims to break into the packaging industry with innovative designs like airtight containers with cork lids. “We want to replace glass and plastic bottles. Almost 80% of what is available in the supermarket is glass and plastic.” The toy industry is another target, aiming to replace toxic plastic toys with safe, coconut shell alternatives.

Global expansion is also on the horizon. “We are trying to expand into Europe and the US, attending exhibitions, and doing online marketing in international markets. This will provide volume export orders, benefiting the rural artisans working here.”

Advice for Aspiring Entrepreneurs

Maria’s advice to aspiring entrepreneurs is grounded in practicality and passion. “It is important to do market research and come up with a product that customers truly enjoy and have a demand for. Market research is critical for alignment between your passion and customer demand. If you are passionate about sustainability, consider ideas that benefit our Earth and research those ideas before investing time and money.”

Maria Kuriakose’s journey with Thenga shows how sustainable practices, traditional skills, and modern market demands can be harmoniously integrated. Through Thenga, she is not only creating eco-friendly products but also fostering a community of artisans, promoting sustainable living, and setting a benchmark for businesses that aspire to make a positive impact on the environment.

 

ustainability, eco-friendly, coconut shells, handmade products, traditional crafts, rural artisans, market research.