Nirvah W5 | Pivot and Signals

N I R V A H
Rahul Dedhia | Yagya Gulati
September 28, 2020

2
Creative Founder | Yagya Gulati | Rahul Dedhia
Nirvah’s mission is to empower
and inspire the youth to create and
support a sustainable and eco-
friendly society by bringing more
awareness about the beneﬁts of
sustainable materials and
supporting a circular economy.
mission statement

3
How might we
educate the youth
about the benefits
of using sustainable
products and
materials in their
daily lives?
priority
molecule

4
provisional personacustomer 
development
behaviors
Doesn’t notice any sustainable practices in the community
Gives more importance to the price over ethics
Doesn’t give a thought to personal contribution to footprint
Doesn’t feel motivated to care about the environment
needs and goals
Knowing about personal usage of materials and how
sustainable they are
Being able to see if the product is sourced from
sustainable materials
Being able to track personal purchasing habits and
difference it makes
people
Rohit Kapoor
“How is use of some
plastic causing the
planet to heat?”
facts
Generation Z (born between 1995-2015)
Lives in New Delhi, India
High school student
No such income

5
lean canvas

6
our market?market type  
and sizing
Segmented by niche

7
market size?market type  
and sizing
Packaging Industry
TAM
SAM
SOM E Com
Sustainable Packaging

8
petal diagram
comparative
research government 
initiative
NGOs
education
programs
adults 
learning/skills
enterprise
N I R V A H

9
participants | recruitment
Jindal Global Law School,
Sonipat, Delhi
Gautam, 23
Ahmedabad International
School, Ahmedabad, India
Param, 17
Executive Director Emeritus,
Board President, Bay Area
Green Tours
(Sustainability in Action)
Marissa, 45
Social Media || 17 mins Former employer || SaturdayNeighbor || 22 mins
Name/Age
Work/School
Channel
customer 
development

10
participants | recruitment
Founder of JPM,  
a manufacturing unit for
household stuff
Pranav, 25
Runs an NGO for kids in
government schools of India
Arush, 26
Social Media || 20 minsCommon Friends || 30 mins
Name/Age
Work/School
Channel
customer 
development

11
Interviewees
primary
research

12identifying patterns
lack of awareness lack of motivation
community lack of responsibility
ethics vs price
users
community habits
lack of information
misc.
primary
research

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insight 1
primary
research
lack of motivation/
incentives creates
irresponsibility
“even if I want to, I skip it. ”
“I don’t have time to look at
what material is my product
made up of.”

14
insight 2
primary
research
“I feel most of the sustainable
alternatives are overly priced
just because of the tag. Look at
Apple, the more they talk about
it, the more expensive they get.
perception of
sustainable
alternatives being
expensive and
unaffordable

15
insight 3
primary
research
“Lack of responsibility to
dispose of the material or
purchase no one really talks
about it in my society and I so
never gave it a thought either.
Brand names do matter, and
many of them do have
unsustainable means. enable
materials from social media
pages such as sustainable
living and green matters”
influence of
community on
personal behavior

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hypothesis
We believe people from generation z
(born b/w 1995-2015) have a need for 
a product that educates users about the
beneﬁts of using sustainable materials
and motivates them to make more
environmentally conscious purchasing
decisions.
customer 
development

17
moving forward
01
Need to do more primary and
secondary research to get
more insights into how
community affects an
individual’s behavior
research
Still not completely sure about
what market to target, so
working more on identifying
that.
market size and type
02
03
Starting to work on MVP and
the business model/plan.
MVP
research & 
next steps

18priority
molecule
E-commerce
Lack of awareness about
sustainable packaging
results in less
environmentally conscious
purchases
How might we make sustainable packaging more
relevant for the packaging industry through
introducing a certification system?
How might we create a nation-wide sustainability
certification
system for the packaging industry?
How might we make sustainable packaging a must
for the e-commerce industry?
How might we introduce a certification system for
sustainable packaging in the e-commerce industry?

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provisional personacustomer 
development
behaviors
Gives more importance to the price over ethics
Uses plastic and polymers for packaging
Giving more importance to its appeal than its material
selection
needs and goals
A certification that would implement sustainablity
throughout business operations
Being a green company and expanding operations
Reduce carbon footprint by adopting sustainablity
standards
people
Raj Kapoor
“How can use
sustainable
packaging while
cutting costs?”
facts
Millenial (born between 1995-2015)
Lives in New Delhi, India
Business owner
$ 300K+ / Year

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lean canvas

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our market?market type  
and sizing
Segmented by niche

22
market size?market type  
and sizing
Packaging Industry
TAM
SAM
SOM Sustainable Packaging 
for e-commerce
Sustainable Packaging Industry

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hypothesis
We believe that the e-commerce industry
has a need for a certiﬁcation system that
educates users about the beneﬁts of
using sustainable materials and
motivates them to make more
environmentally conscious purchasing
decisions.
customer 
development

24
weekly sync timeappendix
Wednesday, 8:30 pm PDT (09:00 pm
IST)?
 
The earlier the better! :)
color palette Creative Founder | Yagya Gulati | Rahul Dedhia

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T H A N K Y O U!

Nirvah W5 | Pivot and Signals

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