Product Special: EcoCushion Paper

EcoCushion’s Varsha Agarwal, answers our questions on the company’s products and vision.

07 Jan 2025 | 1060 Views | By WhatPackaging? Team

WhatPackaging? (WP?):  What is the name of the product? How many product models do you have? 
Varsha Agarwal(VA):
The EcoCushion Paper Wrap is an environmentally friendly protective packaging with cushioning technology to safeguard products. It is a recyclable and cost-effective alternative to plastic bubble wraps or plastic foam.

WP?: What does the honeycomb enable?
VA:
This paper's honeycomb design allows the user to stretch it to provide great cushioning and protection capabilities with minimum paper usage.

WP: What is the advantage of your manufacturing process?
VA:
We offer in-house manufacturing, a pan-India supply chain, energy-efficient sustainable materials, economies of scale, and the ability to cater to varying quantities.

WP?: What is the gsm variant?
VA:
It varies between 80 and 90 gsm. However, the product must be strong to offer tensility. 

WP?: What is the target market of your product?
VA:
Our products are extremely industry-agnostic, just like plastic bubble wraps. Our customers vary from home decor, beauty and pharmaceuticals, to food products and industrial equipment. Essentially, any industry that uses cushioning material to ship its products, either online or offline is a potential customer. 

WP?: What feedback do you hear from your customers?
VA:
Customers seem to be delighted with our products. We have been told we are cost-effective in comparison to plastic bubble wraps, huge warehouse space is saved and that it is easy to use. Since businesses are becoming conscious about sustainability, people often prefer to use our products. 

WP?: What about fragile products?
VA:
For fragile goods, we have conducted drop tests, and the product has stood the test of time. Also, we are ‘drop test certified’ by the Indian Institute of Packaging. 

WP?: Could you share the names of your key customers? 
VA:
Tata Group, Mamaearth and Shiprocket.

WP?: What is the USP of your product? 
VA:
We are 100% recyclable and sustainable. We are also much more economical in comparison to bubble wrap, take 80% less storage space and reduce manpower and tape costs. 

WP?: What sets this product apart from its alternatives in the market?
VA:
In this industry, manufacturers and packaging providers are purely traditional suppliers who sell plastic packaging in addition to honeycomb products. The cost is often the only driving factor.  However, as a young registered startup and MSME committed to sustainability, we aim to challenge this practice. 

WP? Your future plan?
VA:
We want to partner with businesses and educate them about the environmental concerns of plastic pollution, enhancing their brand value by becoming eco-friendly. 

WP?: When was this product first launched?
VA:
It has been in the market for decades. However, it has become exceedingly popular over the past three years.

WP?: How easy is it to use?
VA:
It is extremely easy to use. The unique honeycomb design of this paper allows you to stretch it to form a 3D structure which provides sturdy cushioning that is comparable to the air-filled bubbles in bubble wraps.

WP?: Why did you choose to manufacture this product in India?
VA:
We're a family that moved from our home of 35 years in Delhi to Mumbai to start afresh during the pandemic. With everything that was happening around us, we wanted this 2.0 to be purposeful, not just for us, but for society at large. 

WP? How so? Please explain.
VA:
While setting up our new house and during the transfer, we noticed and spoke about how much plastic was coming in our eCommerce packages -until one day it struck us- why don't we be the change we wish to see in the world!

WP? So, this became your driving factor?
VA:
After months of research and endless living room discussions, we launched EcoCushion Paper as we realised there is endless opportunity in this segment - our first step towards being the change, as we endeavoured to provide the perfect alternative for safely shipping your goods.

WP?: What is the price of your product?
VA:
The prices vary as per quantities and sizes, as there are multiple SKUs available in the market. However, to give you an idea, the price ranges from about 2-4 rupees per metre.

Products: At a glance

The EcoCushion BoxFill is an eco-friendly box filler offering made with 100% recycled paper to safeguard packages in transit. This engineered box of paper fill has an easy-stretch technology which makes packaging faster and simpler. It also saves space in comparison to alternatives such as shredded paper.

EcoCushion Dispensers have been designed for ease of use of EcoCushion Paper Wraps, at packaging stations and for small businesses. These are sturdy and light-weight portable machines, which give the paper maximum stretching, thereby offering protection.

These products are also offered in varying lengths, widths and colours.

 

The team behind EcoCushion

(l–r) Naman, Mahesh, and Varsha Agarwal

Naman Agarwal: Naman Agarwal is a young entrepreneur.  A majority of his six years of work experience has been in the paper manufacturing industry, where he co-led the establishment and growth of a manufacturing plant. He is an avid marathon runner and loves travelling. 

Varsha Agarwal: Varsha has over eight years of experience in business planning, project management and growth strategy across industries such as media, consulting and financial services. She pursued her MBA in Strategy and Marketing from Indian School of Business and is a Chartered Accountant. 

Mahesh Agarwal: Mahesh Agarwal has worked in the food and pulses industry for over 40 years. Agarwal is known for his sharp business acumen and his go-getter spirit. He is spiritually inclined and loves practising yoga, reading books on health and wellness and spending time with family.

For over 40 years, Mahesh Agarwal was working in his cousin’s business in Delhi, and finally in 2020 when the pandemic hit, he retired from work and moved to Bombay to be closer to his children. A true businessman at heart with a passion for innovation, he wanted to contribute to making the world a better place. 

While setting up a home in Bombay, the Agarwal family often discussed how much plastic was being used and overused in online packages. Mahesh would keep researching day and night. One fine day, he said ‘Product mil gaya’, and explained an eco-friendly alternative to plastic bubble wraps which could be revolutionary for removing these single-use plastics.

At that time, honeycomb paper or paper bubbles were not heard of or commonly available in India. The idea had such a strong pull for the family that they all came together to start their manufacturing facility and run their business.

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