Kyra – The Eco-Buddy Detergent, by IIM Graduates

by on November 26th, 2012

There were many IIM graduates who give up their money minting jobs for a social cause. Preethi Sukumaran and Srinivas Krishnaswamy are way ahead of others. They have come out of the rat race of the technological world on the same day i.e., 31st Jan, 2009 with a motive to create eco-friendly goods. Their eight years of experience at FMCG MNC had shown them way to brand building, marketing and taking care of the venture. They weren’t clear of one thing – the Product.

Kyra – The Eco-Buddy Detergent

Kyra – The Eco-Buddy Detergent
Source: Kyra Website

The couple toured around Europe and India and that is when they have decided to build goods which are environment friendly. In 2010, they have zeroed on developing an organic washing detergent. They said that they have tried using soapberries in 20 which worked far better compared with the normal washing soap bars. With an increase in the demand for organic products, the found place in the market space.

Unlike the traditional way of marketing, in which the product is launched first and then promoted, they did the reverse. The couple promoted the washing powder using Facebook, Twitter and other social media sites. The soap bar used were from and organic farm near Guntur in Andhra Pradesh. By the time the couple launched the product, there was a lot of demand created and it grabbed in many more customers. This washing detergent is fetching them Rs 1 Lac every month. Thus, very evidently, using social media sites promoting a product is relatively much cheaper and penetrating too, provided you know the art of engaging on-liners.