EcoRight

EcoRight is an Ahmedabad-based company operating in the sustainable consumer goods market, positioning itself as an ethical lifestyle brand. Founded in 2017 by the father-son duo Sanjiv and Udit Sood, the company aims to combat plastic pollution and the environmental impact of fast fashion. Udit Sood, an IIM-Calcutta graduate with a background as a Brand Manager at Hindustan Unilever and AVP at Zomato, drew upon his MBA research in sustainable trade practices and a family committed to environmentalism to launch the venture. His father, Sanjiv Sood, an IIT graduate with two decades of manufacturing experience, provided crucial expertise in scaling operations. Nikita Barmecha later joined as a co-founder and serves as the company's CEO.

The company follows a direct-to-consumer, online-first business model, selling its products through its own website and platforms like Amazon to a global customer base spanning over 60 countries. This strategy targets millennials and Gen Z consumers who are actively discovering products online. EcoRight generates revenue through the sale of a wide array of bags, including totes, handbags, sling bags, and travel pouches, as well as other accessories like phone cases. The business is built on the principle of creating durable, long-lasting products to counter the 'fast fashion' trend of disposability. A significant milestone was winning the Amazon Global Selling Propel Accelerator Season 2, which included a $100,000 grant in September 2022 that has supported its international expansion.

EcoRight's core product offering consists of stylish and functional bags made from sustainable materials such as organic cotton, recycled PET bottles, jute, and a proprietary jute-cotton blend called 'Juton'. The company places a strong emphasis on design, employing both in-house and freelance designers to create quirky and trend-aware products that appeal to a broad audience beyond the already eco-conscious consumer. This focus on aesthetics is a key differentiator, aiming to make sustainable choices more attractive. The firm's commitment to ethical practices is demonstrated through its manufacturing facilities, which are solar-powered and hold multiple certifications, including SMETA (Sedex Members Ethical Trade Audit), GOTS (Global Organic Textile Standard), and GRS (Global Recycled Standard), ensuring fair wages and safe working conditions.

Keywords: sustainable lifestyle brand, eco-friendly bags, ethical fashion, direct-to-consumer, recycled plastic products, organic cotton bags, Udit Sood, Nikita Barmecha, Ahmedabad startup, plastic pollution alternative, sustainable accessories, e-commerce, Juton fabric, GOTS certified, GRS certified, solar-powered manufacturing, SMETA certified, Amazon Global Selling Propel, anti-plastic, reusable bags, tote bags, sling bags, ethical manufacturing, conscious consumerism