Conscious capitalism is when we respect the law of the nature

Conscious capitalism is when we respect the law of the nature. “Learning that every living creature is important and came with a mission and propose it. Nature is very rich and abundant”, says Clelia Cecilia Angelon, Founder & CEO, Surya Brasil in an exclusive interaction with Bizz Buzz.

What role has Indian philosophy or spirituality played in your personal and professional life?

From India I learned from the teachers and scripts to love myself, life, all living creatures and even more who create it, God. With Lord Khrisna I learned how life is beautiful and that we have the power of action and results are in his hands. I learned that we are the result of our actions and thoughts.

Ayurveda was my guide to create a holistic business, create products in harmony with the nature., Using ingredients non toxics mainly plants and minerals.

How do you see the synergy between Brazilian biodiversity and Indian Ayurvedic wisdom in Surya’s products?

India has through Ayurveda the tradition to use natural sources and has many plants that can use for medicine and cosmetic purposes as henna, ashwagandha, Brahmi, amla, etc… Brazil has also a tradition through our indigenes from Amazonas and another tribe. Brazil is considered to be one of the most biodiverse countries on Earth. Amazonas rainforest, the Pantanal wetlands, Cerrado (Brazilian Savana), Atlantic Forest. By combining plants from Brasil as Baru, Copaiba, Pequi, Buriti, Indian herbs and Ayurveda we use the best of nature, mankind wisdow and technology to create sustainable products with high technology.

As a leader, how do you define conscious capitalism?

It is possible to live in collaboration instead of destruction. A company can be successful in collaboration and harmony with the nature and people. Khrisma says we all came to this world to be prosperous, happy and health. Love is abundant and greediness is a destruction.

What does susceptibility mean to you on a day-to-day level both as an entrepreneur and as a person?

Sustainability is to respect the Mother Earth, the one that feed and cures us. Always to observe action and thoughts as in work as in personal life. Be careful not to damage no one, starting from yourself. Be aware of your actions that will affect the world and oneself. As a entrepreneur we have more responsibilities as our field of action is vast.

You discovered your love for all living beings and for India at a very young age. What do you think sparked this connection so early in life?

It is very difficult t to explain in a rational way how many episodes that occur in my life. I was eight years old and I use to tell my mother that when I become an adult I will be work in business and visit India. They use to say I am a dreamer. In 1956 I use to rent my gibbis to my friends for two cruzeiros equivalent Us 149.60 dollars and facial massages for the same price.

Regarding living beings since childhood, I use to rescue dogs and cats from the street and give to my grandmother to look after them. She was very happy as she also loved animals.

What memories do you carry from your first visit to India in 1974? How did that shape your personal philosophy?

The first day I arrived in India, I had a “déjà vu” I felt that I have been there before. Everything looked familiar to me. I had an immediate empathy with the culture and the people.

India has changed and continue to change my life as more deep I go to India culture and wisdow.

Vedas, Mahabharata, Lord Shiva, Ganesh, Ayurveda. It is a path with no end.

Before launching Surya Brasil, you ran a small shop in London’s Oxford Street. What did that early experience teach you about business and yourself?

The shop in London was my first experience in business. I learn how manage, create strategies, overgo obstacles and the most important a view of international business.

You founded the company not just as a brand, but as a mission. What was the turning point when you decided to stop into entrepreneurship?

I work as a retailer and a distributor of garments from India and cosmetics from US, But something was missing. I need some kind of business where I could really fulfill my dreams, that was to create a company with values that I believed. Respect for the nature and all living beens, natural products with high performance using ingredients non toxics. Nature, Ayurveda and Technology to be may base,

You once believed that succeeding in business without traditional methods was a distant dream. How did you overcome those doubts?

I never a doubt about the model of business I wanted to create. The problem was to fix it in world with different principles. I always believed in collaboration not a destruction. I always believed that everything in the word is important, unique and has its function.

My flag is awareness and love.

The NGO is rooted in ethics, collaboration and harmony with nature. How have these values guided your business decisions over the years?

Since 2006 we have decided to have a Vegan company not having animal tests and ingredients of animal origem. Practicing sustainability, using ingredients that don’t

damage the consumer, the environment specially the living beens. Some products in the market although been vegan products have a toxic ingredient that damage the environment and the animals. We are a Truly Clean Company; we have banned 9000 toxics ingredients that are commonly used in the cosmetic industry. Through our NGO help communities, animals and the environment.

Our NGO is supported and financial by Surya Brasil and works in actions to help communities. Animal rescue and sustainability.

Since the beginning we have help the communities in Brasil and abroad. We have worked in Uruguay in a program to incentivize young people to plant organic crops. In Brasil we have work with another institutions that looked after orphanage and nursing homes, indigenes communities, families with emergency needs, etc.

Regarding animals we have had rescued a lion from a Circus, horses, dogs and cats from the streets, birds wounded or kept in a cage, one family of pigs (the mother and 11 piglets that lived about 15 years in a farm where we build a house for them and maintain their needs), frog, etc.

Sustainability We incentivise our employes to do actions to preserve the environment as collecting plastics from the beaches, incentivise employes and communities to consume health and organic food, Natural treatments for people and animals, etc.

Looking back at your journey from Oxford Street to building a global wellness brand what are you most proud?

I am very happy to know that is possible with all the challenges that come in the way to have a successful business working with Clean Beauty, conscious and ethics actions. We open Surya Brasil in 1995 and in 1997 we enter in US market and since then we have a constantly grow specially in the Natural retailers like Wholefoods, Sprouts, Natural Grocers, I Herb, etc… Without mention our growth in another continents.

What advice would you give to entrepreneurs who want to build something purposeful and not just profitable?

Go after your dreams and listen to your intuition. Trust yourself and don’t be afraid of trials and errors. All the experiences is a door for learning and to became more strong.

How would you like to be remembered as a businesswoman a changemaker os something else entirely?

Be the difference you want to see in the World (Mahatma Gandhi).

What have been the biggest challenges in running a mission-driven global brand, and how have you stayed true to your purpose?

Each step was a challenge, financial, structure to creating a factoring, raw material, create a team that is open to work and believe in a different model of business. Adaptation and knowledge of the different cultures and market of different countries.

EoM.