Surya Brasil is a worldwide identify synonymous with pure and acutely aware merchandise. In an unique interview with Sakshipost, Surya Brasil founder and CEO Clelia Cecilia Angelon tells Reshmi AR concerning the development of her model which thrives on manufacturing cruelty-free merchandise.
Surya Brasil stresses on pure merchandise with ethics. Please elaborate on this
On the core of Surya Brasil are three important parts – innovation, sustainability and social duty. We consult with Surya Brasil as a acutely aware firm with ethics due to the best way every of our merchandise is crafted. Over the previous 25 years, all our merchandise have been utterly cruelty free, most pure, multi ethnic and multi gender. All we use as substances are Ayurvedic herbs, plant extracts, pure salts and minerals of Brazil, all blended along with the assistance of cutting-edge expertise. They trigger no dangerous influence on one’s physique in addition to the character and surrounding. We firmly consider that an organization will be profitable with ethics whereas respecting the character.
The model combines the facility of expertise and Ayurveda. How does it work?
As talked about earlier, expertise is used at Surya Brasil to mix the facility of Ayurveda with pure assets of Brazil. All of us are properly versed with the truth that Mom Nature is the supply of all the things we have to lead a contented and wholesome life. Whereas Ayurveda is the underlining aspect of all our choices, expertise is the methodology to adapt and get into pure merchandise with efficiency. For instance, our flagship Surya Brasil Henna Cream has all nature-oriented substances, however involves the customers in a prepared to make use of bundle, and that’s made doable solely by expertise.
South Korea is understood for its cosmetics trade, how does a model which thrives on the usage of wealthy pure assets of Brazil intend to tackle rivals?
A degree you simply talked about is that South Korea is a reputation synonymous in some ways with the worldwide cosmetics trade. That is exactly the truth that makes a singular proposition available in the market. We’re the one one globally, providing therapeutic virtues of Ayurveda together with wealthy pure assets of Brazil, catering to greater than 40 nations. As an illustration we have now been within the US for over 24 years, 20 years in Europe and 18 years every in Japan & South America.
Principally, there’s area for each model available in the market as a result of every model will be wealthy in its personal means, offered it thrives on nature primarily based options and so long as it doesn’t hurt the patron and any dwelling been on the planet. We consider in creativity and collaboration, which is the precise reverse of competitors and destruction.
Inform us about your Ayurveda course in Kerala. What insights did the course present?
The Ayurveda course that I pursued in Kerala was an unimaginable and an incredible studying expertise. Nonetheless, it was simply an introduction of the essential rules and philosophy of Ayurveda. It actually opened my thoughts and coronary heart into an altogether completely different path by understanding how Ayurveda is basically a lifestyle.
What differentiates vegan merchandise from the common ones and what’s the market like for vegan merchandise?
A vegan product is one whereby there isn’t a use of animal substances, and neither are they examined on animals. Vegan merchandise are cruelty free and trigger no dangerous influence on oneself or setting. The market right now is rising in the direction of vegan merchandise normally, be it meals & drinks, vestments or cosmetics. The elevated consciousness concerning the harms of chemical substances and toxins submit the outbreak of pandemic can also be a catalyst available in the market’s development. We have been a pioneer in Brazil for vegan cosmetics. Should you can have a cruelty free product with excessive efficiency, why to decide on an identical and even inferior one which has come out of a struggling and ache of a dwelling been?
What’s your product USP?
All our merchandise are freed from Ammonia and its by product as ethanolamine, diethanolamine and triethanolamine. We’re additionally freed from dangerous substances as PPD, resorcinol artificial perfume or edta. Whereas we provide merchandise fabricated from herbals and fruits from Brazil and India, they’re additionally straightforward to use and use at house. Additionally, they deal with and situation the hair whereas colouring, making certain 100% grey protection. It may be utilized in chemically handled hair as properly.
What does the Product line for the Indian market appear like?
In India we’re at the moment providing an in depth vary of henna cream in as many as 15 completely different color variants, together with black, brown, burgundy, pink and so on. It’s accompanied by our color fixation vary of shampoo, conditioner and hair masks. Quickly, we intend to introduce Ecosilver line in India, crafted particularly for these with grey hair.
Elaborate on Model ethos and imaginative and prescient, emphasis on Ayurveda
Ayurveda is science in concord with Nature. We consider that an organization not solely ought to respect the character and all being, but additionally dedicate a few of their earnings to guard animals, social work with communities whereas encouraging self sustenance by natural crops and capacitating them to have an earnings in humanistic and moral means. We provide our staff twice per week Yoga periods, per day meditation. We consider in Mahatma Gandhi’s mantra of – Be the distinction you wish to see on this planet.
Positioning of the model and the way it intends to seize the nature-oriented private care phase
Right now Surya Brasil is current in all continents. We’re among the many largest gamers in US for greater than 15 years by shops like Wholefoods, Sprouts, Pure Grocers and so on. We’ve got been rising organically since we began 26 years in the past. However because the phase of pure oriented is rising very quick, we shall be extra aggressive on social media and different advertising channels in India in addition to different nations.
What challenges did you face as a lady entrepreneur?
I confronted many challenges all through my profession, like having a distinct imaginative and prescient of the present enterprise mannequin. My largest allies have been the customers who preferred the merchandise and have become common patrons. The market used to see me extra as an animal activist quite than an entrepreneur, since we have now an NGO too the place we work on animal safety, communities upliftment and environmental safety. Nonetheless, as an entrepreneur, my focus has all the time been fixing on essentially the most pertinent issues associated to the worldwide private care trade.
Are you able to share your journey as an Entrepreneur?
I began my first enterprise with a small store in Oxford Road of London. I went again to Brazil and began distribution of Indian clothes and crafts, following which I additionally took up distribution of an American henna model Egyptian Henna. In 1995, I created Surya Brasil collectively in partnership with an Indian buddy Kanwal J Singh. Inside two years we entered the US market, and shortly we have been in Japan, adopted by different nations like UK, Eire, Chile, Uruguay, Holland, Australia, Congo and so on. In 2006, we began our NGO and rescued some animals like a lion from a Circus, rescued pigs that escaped from a slaughter home, horse, guinea pigs and so on. Most not too long ago in 2020 we opened three nations in Africa and different nations like India, Hong Kong, Argentina, Costa Rica, Italy, Columbia and New Zealand. This yr, we’re planning to spend money on all continents in advertising, particularly in social media.