About Brown Living

In a world filled with mass-produced goods and plastic waste, there is a growing need for conscious consumerism. Recognizing this need, Chaitsi Ahuja, a nature enthusiast with a strong commitment to environmental preservation, embarked on a remarkable journey to create positive change. In November 2019, she founded Brown Living, a Mumbai-based ecommerce marketplace aggregator dedicated to all things sustainable.

Chaitsi's story is one of transformation. As a marketing expert for a prominent Indian retail company, she was tasked with promoting low-priced processed foods and fast-moving consumer goods (FMCG) designed for mass consumption. However, her growing discomfort with contributing to environmental harm through misleading marketing campaigns led her to a profound realization - she needed to do something that aligned with her values. Thus, Brown Living was born.

Brown Living is not just another online marketplace; it's a platform that curates products aligning with sustainability principles. These products are sustainable, natural, up-cycled, handmade, recycled, thrifted, earth-friendly, and serve as alternatives to plastic-based items. The platform prioritizes transparency, ensuring that each product undergoes rigorous evaluation, from vendor selection to packaging assessment.

The team at Brown Living personally tests products, verifies licenses and certifications, and approves them for listing. Vendors manage inventory and order fulfillment, while customer payments are securely processed. The platform follows a drop-ship model, streamlining order fulfillment, and supporting a seamless shopping experience.

For consumers, Brown Living provides easy access to sustainable products that are not only eco-friendly but also support local artisans and small businesses. It's more than just a marketplace; it's a community of like-minded individuals advocating for waste-free and plastic-free living. Brown Living's mission is to inspire others to make conscious choices and promote sustainable living within their circles.

Building Brown Living came with its fair share of challenges. Encouraging partners and sellers to adopt plastic-free packaging was one obstacle. To overcome these challenges, the team developed a proprietary framework called Brown Lens, which serves as the basis for product selection and curation. This framework considers various factors, such as lifecycle impact, circular design principles, plastic footprint calculation, source, materials used, packaging, and aesthetics.

Changing consumer behavior is another significant challenge. However, Brown Living has identified and targeted specific consumer profiles, tailoring their campaigns to address their unique needs. Whether it's individuals embracing a new lifestyle, those committed to saving the planet, or those seeking social currency through conscious living, Brown Living has found a way to connect with diverse audiences.

Since its inception, Brown Living has achieved impressive milestones. With over Rs 16 lakh in topline sales within nine months of operations, an active user base of 4,000+ customers, and a return rate of 10 percent per month, the platform is making a significant impact. The community has grown to over 8,000 engaged users across social networks, with two lakh unique visitors to the website.

In addition to their seller base, Brown Living has expanded its network to include over 200 organizations and brands committed to sustainability. The team has ambitious plans for the future, including further developing their B2B revenues, consulting with companies on sustainability practices, and organizing events and workshops to create social impact.

Brown Living stands out in the ecommerce landscape as an advocate for sustainable living. All of its products are 100 percent plastic-free and chemical-free, reflecting a commitment to environmental responsibility. The platform's dedication to promoting a self-sustaining economy using indigenous technology and craft for low-impact consumption sets it apart from the competition.

As Brown Living continues to grow and inspire change, it serves as a shining example of how one person's dedication to a cause can lead to a thriving community committed to a better, more sustainable future. Chaitsi Ahuja and her team have not only created a marketplace but a movement that encourages us all to make choices that benefit both the planet and its people.