Don’t wait to build the perfect product. Build a MVP, get it out there, get some feedback, learn and adapt.
The plant-based revolution is here. As consumers globally are shifting towards more eco-conscious and health-oriented choices, the demand for plant-based products has never been higher. From food and beverages to cosmetics and clothing, the plant-based industry is blossoming with opportunities. But how does one tap into this growing market? What are the key ingredients to launching and scaling a successful plant-based product business? In this interview series, we are exploring the world of plant-based entrepreneurship. We are talking to founders, product developers, industry experts, and innovators who have successfully navigated the plant-based business landscape. As a part of this series, we had the pleasure of interviewing Anandita Yadav of Zillajee.
‘Zillajee’ is a sustainable, 100% organic cotton sleepwear brand for women. Their products are ethically produced. Their production process prioritizes the use of organic cotton, which is grown without harmful chemicals or pesticides, ensuring a safer and healthier option for both consumers and the planet.
Thank you so much for joining us in this interview series! Before we dive into the main focus of our interview, our readers would love to “get to know you” a bit better. Can you tell us a bit about your childhood backstory?
Iam originally from India. Growing up in India, I remember wearing cotton clothes throughout the year.
When I moved to the US, I found it really hard to find good quality cotton clothing. I was disappointed to find that even clothing marketed as cotton would often contain only a percentage of cotton blended with other sometimes synthetic fabrics. As a cotton lover, I was really disappointed by the limited options available for affordable, sustainable 100% cotton sleepwear and casual wear. I was also concerned about the environmental impact and labor practices associated with traditional textile production.
Determined to make a positive difference, I embarked on a mission to create a brand that offers ethically produced organic cotton sleepwear, and hence ‘Zillajee’ was born.
You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
I think one of the most important traits is perseverance. With a small business there are new challenges every day. You just have to keep moving forward, solving one problem after another. When I was just starting out, no supplier was ready to work with me because the order size was too small for them. Since my business was bootstrapped, I couldn’t risk a big order. It took several attempts, but I finally managed to convince a supplier to work with me.
I think another important character is self-discipline. You must be able to set clear goals and then dedicatedly work towards them. It’s very easy to lose sight when you are your own boss. I have a daily task list that I go through every day before bed so that way I know exactly what my tasks for the next day are. Of course, there are days when I’m not able to work check off (everything or anything) on my list but most days I try to stick to the task list and get things done.
I think being able to multi-task and focus on what is most important is also key. As a small business owner there is always so much to be done and time is limited so it’s essential to prioritize and delegate. For e.g., I’m very mindful of what actions bring us the most results and try to prioritize them so customer service and feedback are the highest priority for us.
What are some of the most interesting or exciting projects you are working on now? How do you think that might help people?
I’m currently working on our Spring’24 collection. In addition to new designs, we are also adding new products so we will be able to offer our customers casual wear in addition to sleepwear. We are very excited to be able to offer more choices to our customers.
OK, thank you for all of that. Let’s now shift to the core focus of our interview about creating a successful plant-based product business. What inspired you to enter the plant-based product industry? Did you have a turning point or eureka moment that led you into the plant-based industry? Can you share some key milestones that helped shape your journey to success?
When I was just starting out, I wasn’t necessarily focusing on a plant-based product. However, in doing my research around organic cotton I learnt so much about the harmful effects of fast fashion on the environment. I also learnt about unethical practices in textile production.
I realized that organic cotton is better for the farmer, for the garment maker, for the consumer and for the planet. That was the eureka moment for me. I imagined that if I could bring a product to the market that is stylish, high quality, affordable and sustainable then people would give it a chance. So far, the customer response has been good.
What do you believe are the key factors behind the recent surge in demand for plant-based products, and how can aspiring entrepreneurs authentically tap into this growing trend?
I think the recent surge is because of the growing awareness around sustainability and how every choice we as consumers make can have long term effects. There is just so much conversation around plant-based products that more and more consumers are beginning to consider and adopt it. I think consumers are much more mindful of their choices now. Also, I think there are more plant-based choices available now so it’s easier to make that switch.
How do you envision the evolution of consumer preferences in the next 5–10 years?
I think sustainability is going to play a major role. I think sustainability in not just the end product but the whole workflow starting from the sourcing of the raw materials to every other product, process and person involved in that workflow. I think consumers will expect greater transparency.
What is your favorite plant-based product (not necessarily your own) and what makes it stand out? What can we all learn from the appeal of that product?
I like the Silk Almond Milk. I think its founder was a visionary and a risk-taker for bringing a plant-based product to the market when it wasn’t even mainstream. The brand was able to make a plant-based product easily accessible to consumers and raise awareness about the health and environmental benefits of plant-based milk.
Based on your experience, what are some of the biggest myths or misconceptions people have about the plant-based industry?
I think the biggest misconceptions people have about plant-based products are that they are expensive or that if they are affordable then they must not be as high quality as similar non-plant-based products. Another misconception people have is that plant-based products must compromise on some aspects to meet their sustainability goals and so they must be lacking in functionality in some ways.
This is so not true. It is possible to have high quality, affordable plant-based products that are good for the consumers as well as gentle on the planet.
Developing and marketing plant-based products often involves unique challenges, from sourcing quality ingredients and sustainable packaging to building a brand that resonates with consumers. What strategies have you found most effective in overcoming these?
I think one of the unique challenges for us was making sure that our clothing is ethically produced. To that end, I personally visited the manufacturer to ensure that they follow fair labor practices which includes fair wages for the workers, decent working conditions and a safe environment. I personally interacted with the garment makers and that was a very reassuring experience for me.
I think another important challenge is to communicate to the consumers that our clothing is plant-based and that it is also good quality and economically priced. This is difficult to do because of the misconceptions that people have around plant-based products as mentioned earlier. So, we consciously decided that we would market our product mostly as a regular product while sometimes focusing on the sustainability aspect. I would say like a 70 to 30% ratio. I feel that with this approach it appeals to all types of consumers.
The plant-based market continues to evolve and grow. What advice can you offer to individuals looking to launch their own plant-based product businesses? Are there any critical lessons or insights you’ve gained along the way that you’d like to share with aspiring entrepreneurs in this field? Based on your experience can you please share your “5 Things You Need To Create A Successful Plant-Based Product Business”.
1 . Do your research and learn as much as you can about the products, the raw materials that go into the making of the products and the processes involved. Understand if it’s possible to have a business model that is end-to-end sustainable or maybe you could start by aligning one aspect of your business with your sustainability goals. You then improve other areas of your business, reducing the carbon footprint as your business grows.
2 . Come up with a business plan. Look at the numbers and determine if the business is economically feasible. Keep in mind that consumers may not be willing to pay extra just because your products are plant-based so the products have to be competitively priced.
3 . Find a mentor. For a lot of the problems that you encounter during your business journey, there are other entrepreneurs who have gone through that same journey and come out successful. There are so many people out there who are willing to share this wisdom with you. You just have to reach out and ask for their guidance. I found my mentor on score.org and she has been such a blessing for my business. She has helped me identify new opportunities and really simplify my marketing model. Don’t forget to give it back when you are on the other side.
4 . Don’t wait to build the perfect product. Build a MVP, get it out there, get some feedback, learn and adapt.
5 . Connect with your customers. While customer focus is important for any business it is especially important when you are just starting out. I can’t emphasize enough the importance of the feedback that you get from your first few customers. Understand what they like about your products and how you could make it even better, what could be improved, what are their thoughts on the price point etc.
How does your business align with sustainability and ethics in the plant-based industry, and how does this alignment impact your brand’s success and customer trust?
Our products are made from organic cotton. Also, we are dedicated to ethical production processes. I think this has definitely contributed to our success. Consumers today value sustainability and transparency. Our goal is to make great products that appeal even to customers that are not necessarily conscious shoppers.
What certifications and regulations are essential for new plant-based brands to uphold their values as they grow?
I think this is industry specific. For clothing, GOTS and OEKO-TEX are highly recognized.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
“When you want something, all the universe conspires in helping you to achieve it.” — Paulo Coelho
I have wanted to own a business for a very long time. I’ve tried a few times and failed but I just kept trying. When you believe in yourself and you find something that you really want, the universe does support you in unexpected ways.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)
I think I would like to bring more transparency to the fashion industry. I think it would be amazing if as a consumer one could know the people involved behind the making of a piece of clothing. I think people would probably treasure their clothes more then and own it for longer rather than toss it in a few months like in the world of fast fashion.
This is what we call our “matchmaker question”, and it sometimes works. Is there a person in the world whom you would love to have a power lunch with, and why? Maybe we can tag them and see what happens!
It would have to be Oprah Winfrey. She is such an inspiration to me. I admire her not just for the great communicator that she is but also for her philanthropy and for being an advocate for diversity and inclusion.
How can our readers further follow your work online?
You can find us on our website www.zillajee.com We are also available on Etsy at https://zillajee.etsy.com
You can follow us on Instagram https://www.instagram.com/zillajee/
Thank you for these really excellent insights, and we greatly appreciate the time you spent with this. We wish you continued success and good health!
About the Interviewer: Wanda Malhotra is a wellness entrepreneur, lifestyle journalist, and the CEO of Crunchy Mama Box, a mission-driven platform promoting conscious living. CMB empowers individuals with educational resources and vetted products to help them make informed choices. Passionate about social causes like environmental preservation and animal welfare, Wanda writes about clean beauty, wellness, nutrition, social impact and sustainability, simplifying wellness with curated resources. Join Wanda and the Crunchy Mama Box community in embracing a healthier, more sustainable lifestyle at CrunchyMamaBox.com.
