Anaita Sarkar’s entrepreneurial journey is an inspiring story of innovation, resilience, and a commitment to sustainability. Born in India and raised in Australia, Anaita learned early on the importance of adaptability and building connections. These skills were instrumental as she ventured into the business world, leading to the creation of Hero Packaging, a company dedicated to reducing plastic waste in the packaging industry.
Early Business Ventures
Anaita’s business journey began with Olivia & Co, an online store specializing in personalized accessories. The business quickly gained traction, and Anaita found herself facing a common dilemma in the e-commerce sector: the extensive use of plastic packaging. Concerned about the environmental impact, she sought alternatives that could reduce waste without compromising on the quality of packaging. This quest led to the birth of Hero Packaging in 2018, a company she co-founded with her husband, Vikram Davé.
The Challenge of Entering the Packaging Industry
Hero Packaging was founded on the principle of offering compostable mailers as an eco-friendly alternative to traditional plastic packaging. The journey, however, was not straightforward. The packaging industry is heavily dominated by large, established players who have a strong hold on the market. Competing in such a space required not only a unique product but also a compelling brand narrative.
Learning the Hard Way: The $55,000 Mistake
One of the most significant challenges Anaita faced was a costly experience with an overseas manufacturer. In an effort to innovate and bring a new product to market quickly, Hero Packaging placed a large order without thoroughly vetting the supplier. This mistake led to a loss of $55,000 when the manufacturer failed to deliver the product. This incident underscored the importance of due diligence and the need to maintain rigorous standards, even in the face of rapid growth and excitement.
Validating Market Demand
Undeterred, Anaita and her team focused on validating the market demand for their products. They created a landing page offering free samples of their compostable mailers and ran targeted ads on Google to attract potential customers. Within just one week, they received a thousand sign-ups, confirming a strong market interest in sustainable packaging. This early validation was crucial, giving the company the confidence to invest further in product development and marketing.
Building a Sustainable Brand
Since its inception, Hero Packaging has made significant strides in the sustainable packaging industry. The company’s products have prevented the production of millions of plastic bags and have offset substantial carbon emissions. Hero Packaging’s commitment to sustainability extends beyond its products, as the company actively educates businesses and consumers about the importance of eco-friendly practices and how to dispose of packaging waste responsibly.
Community Engagement and Brand Identity
A key factor in Hero Packaging’s success has been its strong brand identity and community engagement. Anaita has emphasized transparency and customer involvement from the beginning. By sharing the company’s mission and the benefits of its products, Hero Packaging has built a loyal customer base that sees the brand as more than just a provider of packaging materials. The company frequently engages with its community through social media, asking for input on new product features and colors, and even involving customers in discussions about sustainability practices.
Impressive Growth and Future Plans
Hero Packaging’s growth trajectory is impressive, with revenues projected to reach $14 million by 2024. This success is not only a testament to the growing demand for sustainable solutions but also to Anaita’s strategic approach to business. By focusing on SEO, targeted marketing, and community building, Hero Packaging has positioned itself as a leader in the eco-friendly packaging space.
Key Takeaways for Business Owners
- Test Demand: Before launching a new product, validate market interest. This can be done through simple methods like landing pages and targeted ads to gauge customer interest.
- Educate Your Audience: Clearly communicate the benefits of your products and educate your customers about their use and disposal. This not only builds trust but also positions your brand as a thought leader.
- Build a Community: Engage with your customers regularly and involve them in your brand’s journey. This builds a loyal customer base and makes your brand more relatable.
- Learn from Mistakes: Every setback is an opportunity to learn and improve. The incident with the overseas manufacturer taught Anaita the importance of due diligence and careful planning.
- Stay Innovative: In a competitive market, continuous innovation is key. Whether it’s through new product features or improved marketing strategies, always look for ways to stay ahead.
Anaita Sarkar’s journey with Hero Packaging illustrates the power of innovation, resilience, and a deep commitment to a cause. Her story is a valuable lesson for entrepreneurs looking to make a positive impact while building a successful business. By prioritizing sustainability, engaging with customers, and continuously innovating, Hero Packaging has not only succeeded in a challenging industry but has also set a standard for others to follow.
Podcast
Listen to Anaita talking business with Mark Bouris
Sources:
The Mentor with Mark Bouris – #405 Packaging the Future: Anaita Sarkar’s Compostable Revolution with Hero Packaging
Business News Australia – “How Anaita Sarkar shook up the world of packaging with an eco-friendly alternative”
Smart Company – “My biggest mistake: Anaita Sarkar, founder of Hero Packaging”
Smart Company – “Hero Packaging is forecast to hit $14 million in revenue by 2024. Here’s how a marketing strategy focused on community building is making that happen”
