Sacred rituals, sustainable choices: Demand for clean and ethical pooja products poised for strong growth

Kalyanamm Holy Waste Recycling Pvt. Ltd. is a Noida-based eco-friendly startup established by Nidhi Sabbarwal, who is addressing temple waste with a novel floral recycling initiative. Kalyanamm blends spirituality and sustainability by recycling holy waste into organic, eco-friendly products. The product line of Kalyanamm currently includes incense sticks, dhoop sticks and cones, and havan cups in six natural fragrances: Tea Tree, Tulsi, Sandalwood, Indian Rose, Jasmine, and Lavender.

The brand is a D2C company, and its products are easily available on Amazon, Flipkart, and website as well, to appeal to the eco-friendly consumer looking for quality products with ease. Nidhi is a visionary entrepreneur who exemplifies a balance between purpose and innovation in her leadership style. She has developed an approach to entrepreneurship that prioritises the well-being of the environment for generations while simultaneously assuring sustained growth with an ethical and conscious focus. Nidhi's journey is a model for aspiring entrepreneurs today, demonstrating what can happen when you combine tradition and sustainability for impact, resulting in positive change for communities and the planet.

In an exclusive interview to Bizz Buzz Nidhi said Kalyanamm is a socially conscious brand that presents itself as a catalyst for women's empowerment and sustainable living. In the coming times, Kalyanamm aims to diversify its range of fragrances for havan cups, add new products to its range, build its offline presence, and enter international markets, with its quest to blend tradition, spirituality, and sustainability

How do you see the demand for eco-friendly incense and pooja essentials evolving inIndia’s wellness and lifestyle sectors?

The use of environment-friendly incense and pooja essentials in India is increasing significantly. This shift is noticed because of awareness and a high prioritisation of health and wellness.

The desire for more natural, organic, and chemical-free products that integrate more sustainable living behaviors is pushing customers towards finding better alternatives. Incense and pooja materials are also moving away from purely religious practices to daily well-being rituals. There have been some recent developments in charcoal-free products and ethical sourcing. This trend is supported by an increase in direct-to-consumer and e-commerce brands, which make the products easily available.

With India’s incense stick market projected to cross Rs 12,000 crore by 2027, how isKalyanamm positioning itself to capture this growing demand?

Kalyanamm aims to tap into this growing market by offering incense products that embody both spiritual authenticity and ecological responsibility. As consumers increasingly search for meaningful, sustainable alternatives to use, we are expanding our product range. We are focused on our mission to upcycle the sacred floral waste from pujas and temples into premium-quality incense.

Our products resonate with today's conscious consumer who wishes to create a genuine link not only to their cultural identity but also to tradition and sustainability simultaneously. Our mission aligns seamlessly with evolving consumer preferences and the growing demand for socially and environmentally conscious products.

What are the key factors driving consumers to switch from synthetic incense to natural, sustainable alternatives?

More consumers are waking up to the environmental costs of synthetic varieties of incense that are primarily made of artificial fragrance and chemical binders. Along with that, consumers are influenced by a growing respect for authentic, cultural factors. Natural incense provides a purer, healthier, and more authentic sense of ritual.

The social empowerment, sacred provenance, ethical sourcing, and product story all provide unparalleled emotional value. Since sustainability is both an environmental and spiritual decision for consumers, they are trying to reconcile their sustainable awareness and spirituality.

How does Kalyanamm incorporate sustainability into its holy waste recycling process?

Sustainability with Kalyanamm begins with temples. We collect ritual flower waste respectfully without causing any harm to spiritual sentiments and transform it into green products by low-energy means.

From manual sorting to natural binding and rolling, the entire process is designed to lower the carbon footprint. Also, by creating circular value from ritual waste, landfill burden and water pollution are reduced to a minimum.

What steps is the company taking to improve the accessibility and affordability of eco-friendly incense products across India?

Affordability and accessibility remain at the forefront of our goal to make sustainable devotion inclusive. Kalyanamm combines localised production, community engagements, and lean operations to minimise costs while maximising quality.

We are also ramping up distribution in tier-2 and tier-3 cities, and especially in temple towns. Further, we are using digital platforms to connect to larger audiences. Working closely with self-help groups and local artisans, we are creating a decentralised model that is economically viable at every level. Our goal is that ecologically sustainable practices are not regarded as luxury alternatives but basic essentials, available in every Indian home practising ritual devotion.

Are there any recent innovations or new product developments in your incense and pooja essentials range that you are particularly excited about?

We are excited to launch two new fragrances in our highly in-demand havan cups category, in Oudh and Clove, to elevate the spiritual experience with their natural and uplifting aromas.

What are the biggest challenges facing eco-friendly and sustainable incense brands in India?

The biggest challenge is how to balance scale with sustainability. Sustainable brands normally experience higher costs of production, diversified sourcing, and low consumer awareness.

How is Kalyanamm navigating supply chain issues, raw material sourcing fromtemples, and scaling production while maintaining quality?

We have built significant relationships with temple management committees to source floral waste. For quality preservation, each process, right from collection through drying, grinding, and product creation, is strictly regulated by skilled female artisans.

The system encourages rural livelihood and ecologically lowers the impact. Technology enables tracking, and grassroots involvement creates a sense of belonging. Scaling with us is not only about size; it's about making our impact more significant, staying true to values, and turning every product into a sign of sacred sustainability.

Does Kalyanamm have any expansion plans, new product categories, or plans for global markets in the coming years?

Kalyanamm is dedicated to continuing to grow and deepen our global footprint while continuing to adhere to our core values of sustainability, heritage, and social responsibility. We are already

present in international markets such as Canada, the US, and Mexico, and we’re seeing growing interest in our eco-friendly pooja products.

How do you see the incense and sustainable pooja essentials industry evolving over the next 5–10 years, and what role will Kalyanamm play in shaping that future?

The next ten years will see more integration of sustainability, spirituality, and conscious consumerism. As more spiritual devotees embrace sustainability, the demand for clean, ethical pooja products is set to grow significantly.

How is the market in South India, with particular reference to Telangana & Andhra Pradesh?

Telangana and Andhra Pradesh present ideal conditions for our growth, given the region's deep-rooted tradition of elaborate temple rituals and ceremonies. South Indian devotional practices often involve extensive use of flowers, resulting in a significant volume of sacred floral waste.

This cultural richness aligns seamlessly with our mission of dignified recycling. The consistent demand for ritual offerings ensures a steady supply chain for our raw materials. For Kalyanamm, South India is not just a geographical market but is a core contributor to our journey to transform sacred waste into sustainable spiritual solutions.