Nirvah-Week7

n i r v a h
Rahul Dedhia | Yagya Gulati
October 20, 2020Be A Part Of The
Revolution!

2
Nirvah’s mission is to promote and encourage
sustainable packaging in the FMCG secotor
by raising awareness about a cradle-to-cradle
approach and help them support a circular
economy.
mission statement
Creative Founder | Yagya Gulati | Rahul Dedhia

3
Rahul Dedhiateam
members
# Communication & Team Building
# Systems Thinking & Problem Solving
# Design Thinking & Design Research
# Business Planning & Marketing
HI,
An Experience Designer - practicing my ability
to combine empathy, creativity, and rationality
to meet user needs and design for a better
tomorrow!

4
HI,
I am designer born in India and made my
journey to San Francisco to hone my skills in
the emerging field of Interaction Design which
is a perfect amalgamation of tech and design.
The key element in all of my works is the story
behind expressing my desire to simplify
complex things and amplify the efficiency.
#Visual, Brand & Identity Design
#High ﬁdelity Prototyping, Digital & Physical
#Design Thinking & System Mapping
#Collaboration
#Publication Design
Yagya Gulatiteam
members

6
How might we
promote
sustainable
packaging in
the FMCG
sector?
current
molecule
Lack of awareness
about sustainable
packaging results in
less environmentally
conscious purchases
Packaging
companies
for FMCG’s
Solution
people
problem solution

interview participants
Operations Manager
Participant A
Business Owner
Participant B
EmailSocial Media || 35 minutes
Name/Age
Work
Channel
primary
research

Graphic/Package Designer
Participant C
FMCG owner
Participant D
Phone call || 25 minutesLinkedIn|| Written
communication
Name/Age
Work
Channel
primary
research

Packaging and Engineering
Participant E
Senior Industrial Designer
Participant F
LinkedInSocial Media || Virtual
chat
Name/Age
Work
Channel
primary
research

interview learnings
price matters
too many
certification
bodies
service and
scale
primary
research

interview learnings
no power over
corporate decisions
prefers buying
products with
eco-labels
need to meet
client needs
primary
research

We believe that the FMCG sector has a
need for a centralized platform through
which they could pursue sustainable
packaging, manage certiﬁcations and
compare buying options.
12customer
development hypothesis

13customer
development
behaviors
Gives more importance to the profit over ethics
Uses plastic and polymers for packaging
Giving more importance to its appeal than its
material selection
needs and goals
A recognized certification for sustainable packaging
Adopting sustainable practises and expanding
operations
Providing low prices to customer without harming the
environment
people
Raj Kapoor
“How can use sustainable
packaging while cutting
costs?”
facts
Gen Y (35 Years Old)
New Delhi, India
Procurement & Packaging Manager
$ 100k+ / Year
provisional persona

14market type
and sizing our market
Segmented
by niche

15market type
and sizing
FMCG Packaging
Globally
USD 711.56 billion in 2019
with CAGR of 4.6%
TAM
SAM
SOM 30% market share in
FMCG Packaging
India
USD 15.4 billion
FMCG Packaging
India
USD 50.5 billion in 2018
with CAGR of 26.7%
market size? | updated
10/20/20

16
market fit
lean canvas
Problem
Existing alternatives
Unique Value Proposition
Unfair Advantage
Channels
Customer Segments
Early Adopters
Revenue Streams
Lack of
ecolabels
Numerous certifications
Traditional
practices
Social
Impact
Expand
customer
base
One stop for
certifications
Improves
brand
image
Accountability
Online
Marketing
Word of
mouth
Endorsement by
environmental
agencies
E-
Commerce
Big Tech Retailers FMGC’s
Packaging
Distributors
ECom
Startups
Customers concerned
about the environment.
Online
Marketing
Brokerage
Usage
Fees
LEED BCorp Fairtrade EcoMark
GreenSeal FactoCert DQS EasySnap
Affordability v/s eco-
consciousness
Govt.
initiative
Built
relations
Help businesses with
an easy transition to
sustainable practices.
Potential platform for
businesses to acquire
customers.
Help companies future proof
their products.
Increase in customer loyalty.
Be part of the revolution.
ConsulTivo Sphera
AdvertisingExpo’s
Amazon
PFS Labels on existing
packaging
10/19/20

17comparative
research petal diagram
N I R V A H
10/13/20

18
Structure
Relationship
Revenue Model
Delivery Channels
Hybrid (Online & In person)
Affiliate
TBD
B2B
Transactional
business and revenue structurebusiness
model

why is this important? 19secondary
research
“ The potential for packaging to have a negative
impact on the world environment is enormous.
Therefore, there is a huge responsibility on the
makers and users of packaging to ensure they
'design out' any potential negative impact of
their products. ”
https://www.ebrocolor.com/sustainable-packaging-report.html

why now? 20secondary
research
“Sustainable packaging is
no longer a nice-to-have.
It’s a must-have for any
brands looking to future
proof their operations
against the rising tide of
consumer scrutiny.”
The trend toward sustainable packaging, rooted
in a larger environmentalist movement, has been
gaining traction for quite some time.
Companies are now having to operate in a
new environment which is increasingly
empowering the voice of the consumer

21
key statisticssecondary
research
2 in 3 consumers think brands that make a
public promise to be sustainable are more
trustworthy.
At a global level, we’ve seen the number of
consumers who say they would be willing to
pay more for sustainable/eco-friendly products
grow from 49% in 2011 to 57% in 2018.
61% of consumers say they’re likely to
switch from their current brand to that
which is more environmentally friendly.
Aﬀordability is more important for
consumers aged 55-64 than it is for
consumers aged 16-24.

findingssecondary
research

scope and other initiatives 28secondary
research
The green packaging market registered a value of
USD 237.74 billion in 2019 and is expected to be
313.93 billion in 2025 to register a CAGR of 5.7%
over the forecast period from 2020 to 2025.
Nestlé planned to spend as much as 2 billion Swiss francs (USD
2.1 billion) on shifting its packaging from virgin plastics to food-
grade recycled plastics and increasing the development of more
sustainable solutions.
According to new research by Trivium Packaging, nearly three-
fourths (74 percent) of consumers are willing to pay more for
sustainable packaging.
In October 2019, Coca-Cola Western Europe and Coca-Cola
European Partners (CCEP) stepped up their ambitions for a
World Without Waste by accelerating their joint action plan to
collect, recycle, and reuse their packaging.
The report shows that almost 60 percent of consumers say they
are less likely to buy a product in harmful packaging.

www.mordorintelligence.com/industry-reports/green-packaging-market
secondary
research

37
moving forward
01
In depth synthesis of the
primary research done
this week.
Synthesis
Got some direction, now
need to work on the explainer
video with new direction.
explainer video
02
03
To test and validate our new
hypothesis with evidence.
validating hypothesis
research &
next steps

38
appendix
0
Week 2Week
#
Type
Weekly check in time – Wednesday, 8:30 pm PDT (09:00 pm IST)
Week 3 Week 4 Week 5 Week 6
2023
NA InterviewsNAInterviewsInterviews
Week 7
6
Interviews

39
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
appendix

40
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
appendix

41
Interviewees | previous
appendix

42
identifying patterns
lack of awareness lack of motivation
community lack of responsibility
ethics vs price
users
community habits
lack of information
misc.
appendix

43
insight 1
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.”
appendix

44
insight 2
“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
appendix

45
insight 3
“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
appendix

46
Packaging for
all sectors
Globally
TAM
SAM
SOM Packaging for
Household Supplies
India
Packaging for
Household Supplies
Asia
market size? | previous
10/13/20
appendix

47
lean canvas
appendix

48
references
https://www.recycling-magazine.com/2020/04/23/31232/
https://www.mordorintelligence.com/industry-reports/green-
packaging-market
https://smefutures.com/indias-sustainable-future-lies-in-green-
packaging/
https://www.industryweek.com/the-economy/environment/
article/21949297/innovations-challenges-to-setting-global-
sustainable-packaging-guidelines
https://www.ebrocolor.com/sustainable-packaging-report.html
https://www.mckinsey.com/industries/paper-forest-products-
and-packaging/our-insights/the-drive-toward-sustainability-in-
packaging-beyond-the-quick-wins
https://www.globalwebindex.com/reports/sustainable-
packaging-unwrapped
appendix

49
T H A N K Y O U!

Nirvah-Week7

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