In a world drowning in plastic waste, three visionary women have stepped up to tackle one of our planet’s most pressing environmental challenges. Meet Prianka Jhaveri, Rishika Reddy, and Rhea Kothari, the dynamic trio behind The Mend, a sustainable packaging startup that’s turning heads and changing minds in the notoriously male-dominated packaging industry.
The Genesis Story
Founded in the thick of 2020’s coronavirus pandemic, The Mend started off as a WhatsApp group as global lockdowns took effect, when the founders—based in Hyderabad, New York, and Mumbai—noticed a common thread in their experiences: an influx of home deliveries accompanied by excessive, often unnecessary packaging. The pivotal moment was when a small pack of batteries arrived in an oversized box and layers of plastic bubble wrap.
Over the last 4 years, The Mend has quickly differentiated itself in the packaging industry because of its recycled, recyclable and biodegradable offerings.
Beyond Sustainable Materials: A Design Revolution
While The Mend initially set out to transform discarded materials into innovative packaging solutions, the company quickly realized that their mission extended far beyond just replacing plastic with eco-friendly alternatives.
“We discovered that many companies were simply replicating the packaging solutions they saw their competitors using,” explains Prianka Jhaveri. “We saw an opportunity to not just provide sustainable materials, but to revolutionize how brands think about packaging altogether.”
This realization led to the launch of The Mend’s consulting and innovative design service, which has become a cornerstone of their business. The service tailors packaging solutions specifically to each client, reflecting brand ethos while enhancing functionality and convenience.
“We’re not just creating packaging; we’re helping brands redefine how they position themselves in the market,” says Rishika Reddy.
Global Partnerships and Supply Chain Diversification
As tensions rise and global supply chains shift, The Mend has positioned itself as a key player in supply chain diversification.
“Many of our international clients are partnering with us as an alternative to their existing supply chains,” Rhea Kothari notes. “With China no longer being the default option, brands are looking for innovative, sustainable solutions that can also help them stand out in the market.”
The Mend’s unique approach has attracted clients from around the world, from small startups to multinational corporations. By offering not just sustainable materials but also design expertise and consulting services, The Mend has become an integral part of many brands’ strategies to refresh their image and appeal to environmentally conscious consumers.
Seasonal Strategies and Sales Boosts
One of The Mend’s key insights has been the power of seasonal packaging variations.
“We’ve found that tailoring packaging to seasons or special events can significantly boost sales,” Jhaveri explains. “Brands are taking notice of how packaging can be a powerful marketing tool, not just a necessity for product protection.”
The Mend’s design team works closely with clients to create packaging that not only aligns with their brand values but also captures the spirit of different seasons or events. This approach has led to impressive results, with many clients reporting direct increases in sales and customer engagement.
The journey hasn’t been without its challenges. In its first year, The Mend reached out to over 40 vendors, but more than 25 turned them down.
“Many couldn’t see past our gender to recognize the potential of our offering,” Prianka recalls. “But the 41st vendor took a chance on us, and we haven’t looked back since.”
Challenges and Triumphs
The secret to The Mend’s success? Patience, persistence, and a diversity of perspectives. Rhea Kothari attributes their innovation to the unique experiences each team member brings to the table.
“Our team isn’t just made up of engineers, astrophysicists, and marketers; we’re also community leaders and, most importantly, consumers. We understand firsthand the impact of plastic waste, and that drives our innovation.”
Looking to the Future
As The Mend continues to grow, the founders have set their sights on even bigger goals. They have launched a mentorship program to guide young graduates and startups in navigating the field of sustainability in India. Additionally, they are working on initiatives to bring their sustainable packaging solutions and design expertise to new markets and geographies.
Market research supports their optimism. Forecasts suggest that the Indian packaging market is expected to register a CAGR of 26.7% from 2021 to 2026, with sustainable packaging solutions playing a significant role in this growth.
But for The Mend, the mission goes beyond just replacing plastic and non-recyclable packaging with sustainable alternatives.
“We want to show the world that sustainability, profitability, and equality can go hand in hand,” explains Kothari. “Through our design and consulting services, we’re helping brands reimagine their entire approach to packaging, creating solutions that are not just eco-friendly, but also strategic and impactful.”
