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How Juicy Chemistry keeps it products eco-friendly and sustainable

The ingredients in Juicy Chemistry’s products are organic and natural

The ingredients in Juicy Chemistry’s products are organic and natural   | Photo Credit: Special Arrangement

Juicy Chemistry, which turns five today, is taking sustainability and clean living to another level

There is a faint tingling on my scalp. Quite pleasant really, though I did have reservations before I applied the chilli oil. “It works,” I hear Megha Desai’s words in my ears. I have returned with my arms full of skincare products from Juicy Chemistry (JC) and not feeling too guilty because of all the good practices Megha and husband Pritesh Asher have put into place to ensure their line of skincare products are certified organic and perhaps the best money can buy.

It is not just the exotic range of natural flowers, leaves, roots, barks, fruits and herbs the line uses that is irresistible, but also the bigger message of being accountable to the environment and humankind. “As a brand, we understand our responsibility is not only towards our customers but also to our world and society,” says Megha. They are elated as they have just received generous funding. “It will help us take JC to the next level. We came from nothing. The journey has been tough. We work 18 hours a day and we know not to take anything for granted.”

Megha Desai and Pritesh Asher

Megha Desai and Pritesh Asher  

Megha and Pritesh have struggled to keep their brand eco-friendly and sustainable, even if it has meant turning down funding offers. “People came forward to fund us on the condition that we increased shelf life of our products and cut costs. This would mean adding additives and chemicals; we were dead against that,” says Megha. “We have scouted the world to source the best organic produce to use. Over processed ingredients or those created in the lab are just not good enough. We give you quality. Use our products that may have a shorter shelf life, but you can always come back to us for more. Why would you want to buy and store stuff for more than a couple of months?”

JC has now entered into contract farming with farmers in Bulgaria for organic rosewater, rose essential oil and hazelnut oil, olive oil from Spain, chilli seed oil and fig seed oil from Turkey, green apple water from Serbia, matcha tea from Japan, caecilian blood orange from Tuscany and lemon from Italy. What about the huge carbon footprint? Agreeing that the ingredients indeed travel great distances to get here, Pritesh justifies it saying, “They are sourced fresh at the start of the season and we have yearly contracts with the farmers. Once the crop is ready we ship the consignment, never fly them down. We book part containers that would otherwise come half empty.”

Collaborations close to JC’s heart
  • Child Awareness Project aims to make the world safer for children. “I am a mother and I identify with this. Twenty per cent of sale proceeds from JCs Junior Care range fund CAP’s endeavours
  • XPD Beyond Asia A trans-Siberian expedition that will cover 20, 000 kilometers will along the way educate the world about cervical cancer and fund cancer vaccines for underprivileged women. JC has designed exclusive travel kits that have a sling bag, body wash, facial serum, facial mist and a lip balm. The entire sale proceeds will be contributed for the initiative. These kits retails for ₹2350. Orders can be sent to hello@juicychemistry.com
  • Arunachalam Muruganantham The Padman told them how even something as simple as spreading awareness about washing hands before eating can prevent diseases in remote areas. Plans are under way to collaborate with him to take this project further
  • For pets in the pipeline JC is working on it. In the meanwhile, many pet owners use the Aloe soap and Avocado Wash as these contain no essential oils

Their products do not pollute air, water or air and, since they are minimally processed, consume negligible energy and generate almost zero waste (the fruit and vegetable pulp from their production is used as cattle fodder). The BioFAch Exhibition at Nuremberg earlier this year opened up the horizon for them. “We were fascinated with the quality of ingredients, the organic processes, implementation of technology and efforts the farmers took to follow the global organic guidelines of cultivation of crops,” says Pritesh and that gave them the impetus to do better and go further.

“JC is certified ISO 14001:2015, which ensures that our environmental management systems are in place and that we are audited every year to ensure that our carbon footprint is in check and we take appropriate measures to better manage our environmental aspects year on year.” JC products are certified organic by Ecocert (France), a global certification agency that adheres to strict organic guidelines from sourcing, processing, manufacturing, packaging and labelling the products. Now France, Slovakia and Vietnam are also retailing their skincare range.

Walking the talk
  • JC has introduced a brand new packaging in glass bottles and paper tubes
  • All ingredients used in each product are listed on the labels
  • The brand’s ‘Be Responsible, Be Rewarded’ programme encourages its clientèle to walk alongside them towards a better tomorrow. If they return five full-sized empty bottles to JC they will be rewarded with a discount on their next purchase. People are actually shipping back empty bottles. Not just for discounts, but a sense of being socially responsible
  • For more details and purchases visit www.juicy chemistry.com There is a Juicy Chemistry app for both IOS and Android with easy checkout options, reward points and a referral programme. Shipping is free for purchases over ₹₹1,000

JC has also recently gone vegan (except for its organic deodorants). “We are not completely vegan, but dairy was something I was keen to stop using. A nagging thought I had was, ‘ why take away something from the animals that they need just to satisfy our wants’. But this is a lifestyle choice that we are trying to make slowly and gradually.”

Juicy Chemistry offers 20% discount on its products at its store in RS Puram till August 30

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Printable version | Feb 24, 2020 1:32:22 AM | https://www.thehindu.com/life-and-style/fashion/how-juicy-chemistry-keeps-it-products-eco-friendly-and-sustainable/article29221196.ece

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