Founder Nidhi Sabbarwal talks to BW Retail World on brand evolution, conscious consumerism, global reach, and scaling India’s holy-waste recycling ecosystem
Kalyanamm began with a unique vision of transforming temple waste into sustainable products. How did the idea originate, and what were the earliest challenges in turning that concept into a viable business model?
Kalyanamm was founded with a vision to unite spirituality and sustainability by transforming discarded temple offerings into meaningful, eco-friendly products. The sight of floral waste polluting rivers and landfills inspired the idea of giving these sacred materials a renewed purpose. What began as a small step towards environmental responsibility soon grew into a larger mission to build a circular ecosystem where devotion coexists harmoniously with nature.
However, turning this vision into a viable business presented its own challenges. Establishing an organized waste collection system, maintaining hygiene and consistency, and developing high-quality products required continuous innovation and collaboration. The bigger hurdle was shifting consumer perception, proving that products made from temple waste could be safe, pure, and of premium quality. Through relentless awareness, transparency, and commitment to quality, Kalyanamm transformed this purpose-driven idea into a trusted and sustainable brand celebrating faith and environmental consciousness.
What key milestones have shaped your growth journey so far?
Over the years, Kalyanamm’s journey has been defined by purpose, innovation, and steady growth. What began as a local initiative to recycle temple waste has evolved into a recognized sustainability brand with a growing national and global footprint. A key milestone was establishing our in-house processing unit, which enabled large-scale recycling of floral waste while maintaining product purity and quality. Expanding our product range from incense sticks and cones to dhoop and havan cups helped us reach diverse consumer segments.
Another defining moment was our entry into global markets, making our products available on Amazon US, marking a proud step towards taking India’s sustainable spirituality to the world. Strategic retail partnerships, increasing consumer awareness, and a loyal customer base have further strengthened our position as a purpose-led brand dedicated to promoting conscious devotion and eco-friendly living.
How have market trends—particularly the rise of conscious consumerism—impacted your operations and product development strategy?
The rise of conscious consumerism has been instrumental in shaping Kalyanamm’s journey and approach to innovation. Consumers today are far more mindful, as they value authenticity, sustainability, and purpose in the products they choose. This evolving mindset perfectly aligns with our mission of merging spirituality with environmental responsibility. It has inspired us to adopt clean, biodegradable materials, ensure zero-waste production, and develop products that are both spiritually enriching and eco-conscious.
Market trends have also encouraged us to explore new categories such as ethical gifting and mindful home fragrances, blending traditional rituals with modern lifestyles. On the operational side, we’ve strengthened our commitment to transparency and traceability at every stage from sourcing temple waste to delivering the final product. Conscious consumerism hasn’t just influenced our strategy; it has reaffirmed our belief that devotion and sustainability can beautifully coexist.
As demand for eco-conscious solutions grows, how is Kalyanamm positioning itself to scale across regions while maintaining the authenticity of its mission?
As awareness around eco-conscious living continues to grow, Kalyanamm is strategically expanding its reach while staying true to its core philosophy of sustainability rooted in spirituality. Our scaling approach is built on local partnerships, responsible sourcing, and community engagement, ensuring that every new region we enter reflects the same authenticity and ethical values that define our brand.
We’re strengthening our collection and recycling network by collaborating with temples and local bodies to streamline waste management and maintain quality at scale. At the same time, we’re investing in technology-driven processes to enhance efficiency without compromising on craftsmanship. On the consumer side, we continue to emphasize transparency and education, helping people understand the impact of conscious devotion. By blending innovation with integrity, Kalyanamm aims to grow sustainably, ensuring that every product continues to carry both spiritual significance and environmental purpose.
What expansion plans or innovations are you most excited about for Kalyanamm, especially in tapping untapped markets or collaborations in India’s green economy?
Kalyanamm has a very promising future ahead of it with the innovative and purpose-driven growth. By launching our products on Blinkit, we are also focusing on targeting more quick commerce platforms in order to provide modern consumers with sustainable pooja essentials that are more accessible and convenient. This perfectly matches our vision of making eco-friendly living part of the daily rituals. Moreover, we are looking at green collaborations with the Indian market, and we will be partnering up with people who share the same vision as us. Responsible waste management, circular production, and local empowerment are some of the initiatives that are going to be the focus of our partnership. The innovation area still focuses on the new product lines and the biodegradable packaging solutions that are a mix of spirituality with modern aesthetics. While moving to the new markets, our dedication to making every Kalyanamm product continue to be the symbol of the unity of worship, sustainability, and responsible living is unshakable.
