In 2020, Mahi and her husband embarked on a journey to create a meaningful venture—Paras Liquids. What started as a small experiment in their home kitchen in Ahmedabad soon grew into a thriving business. Their initial focus was on producing dishwashing and laundry detergents, which they tested within their household and shared with family and friends. As word spread, demand increased, prompting them to expand their product line to include floor and toilet cleaners.
Initially, they managed sales primarily through Facebook, personally delivering orders across Ahmedabad on their two-wheeler. Their venture took a significant leap when a friend introduced them to SHOPPE, an e-commerce platform that enabled them to reach customers across India. However, regulatory changes led to SHOPPE shutting down in India, forcing the couple to reassess their business model, particularly regarding the logistics of bulkier products like 5-litre dishwashing liquids.
Adapting to change
The onset of the pandemic presented both challenges and opportunities. With a sudden pause in operations, Mahi and her husband observed emerging trends, particularly the increasing awareness around health and sustainability. This shift in consumer priorities, coupled with the birth of their twins, Jash and Jhanvi, in 2022, sparked a new vision for their business.
Determined to contribute to a cleaner, more sustainable world, they launched JAVI, a brand dedicated to producing eco-friendly home cleaning products. The name “JAVI,” derived from the Spanish word for “bright,” reflects their mission to create a brighter, more sustainable future.
JAVI prioritises sustainability by eliminating harsh chemicals like hydrochloric acid and caustic soda, replacing them with natural ingredients such as citric acid and baking soda. They experimented with various eco-friendly packaging solutions, from aluminium sachets to PVA pods, ultimately settling on home-compostable pouches to reduce plastic waste.
The company listens to its customers and continuously refines its products based on feedback. A significant milestone was when sustainable influencer Vidhi Adhikari, known as @trashysister_, suggested eliminating plastic sticker labels. Embracing this recommendation, JAVI transitioned to natural ink printing directly on their packaging, further reinforcing their commitment to environmental responsibility.
Sustainable practices and future goals
Under the JAVI brand, the company now offers compact, eco-friendly cleaning products designed to minimise waste while maximising efficiency. Their powder-to-liquid format allows customers to reuse existing containers, reducing plastic waste and transportation emissions. Additionally, JAVI has partnered with a local brand in Ahmedabad to collect used sachets and boxes, repurposing them for packaging within the city to ensure minimal waste generation.
Looking ahead, the company is preparing to transition from Paras Liquids to JAVI ECOCARE, a rebranding effort that aligns with their focus on sustainability. This evolution represents their commitment to creating a cleaner and healthier planet, not just for their customers but also for future generations, including their children.
Javi Ecocare is more than just a business; it is a movement towards a sustainable lifestyle. The company’s journey—from its humble beginnings to its environmentally conscious transformation—demonstrates the impact of determination, adaptability, and a genuine commitment to making a difference. Through innovation, sustainable practices, and community engagement, JAVI continues to pave the way for a greener future.
Read more: Gill Organics: From Punjab’s heartland
