Two Plant-Lovers Turned ₹300K Into 11.8 Cr With Organic Home Decor Biz

On a scorching summer day in Gurgaon, Sumair Jain and Vinay Pratap Singh, the co-founders of Ecofynd, shared their inspiring startup journey with Startup Pedia.

Ecofynd doesn't just sell eco-friendly home decor, it promotes a sustainable lifestyle.

Their story exemplifies how passion and courage can transform lives.

The Genesis of Ecofynd

Sumair and Vinay, both from different parts of India, bonded over their love for plants and backgrounds in e-commerce. They met at Lovely Professional University and formed a strong partnership. After college, they worked for Alok Paul, co-founder of Berrylush, and realised the potential of creating their brand. In 2018, they decided to take the plunge into entrepreneurship.

They were driven by the desire to bring greenery into urban homes, which often lacked space and time for traditional gardening. Thus, Ecofynd was born in 2018, focusing on urban gardening and home decor.

“We were working with PSH when I had the idea of creating a brand, while Vinay was enthusiastic about a startup journey. We had two main ideas: either going into the lifestyle category or focusing on something that promotes nature and sustainability, so we thought of creating a Home and Garden centric brand,” Sumair told Startup Pedia. 

“In 2018, many brands were launching natural-based products. We found that core gardening may be an old concept but urban gardening was relatively new to Indian households and not very popular or widely accepted in the market,” Vinay shared.

“However,” he added, “Urban homes and offices are precisely where plants should be a necessity—not only because they aesthetically look great but also because they provide fresh air, relieve stress, and create a positive, lively environment. We care about plants, that’s when we seriously started thinking about our startup in this category,” 

Finding Their Footing

Starting a business is never easy, especially when you are bootstrapped and have limited experience

Sumair and Vinay started Ecofynd with their savings, a modest sum of 3 lakhs. Balancing their day jobs with building Ecofynd, they worked tirelessly to create products tailored for urban dwellers.

Their initial offerings were planters designed to fit into small spaces—balconies, corners of rooms, and office desks. 

The concept was simple yet effective: offer elegant, non-plastic, durable, recyclable metal planters and sustainable gardening solutions that could encourage urban residents to keep live plants instead of artificial decorative plants in their households for their long list of health benefits.

The first year proved to be a steep learning curve. 

Many of their initial designs failed to resonate with the market. However, rather than conceding defeat, they viewed this as a valuable learning experience. 

They conducted extensive research, iterated on their designs, and progressively started learning their customer preferences.

The ‘Breakthrough’ Phase:

Their persistence began to pay off. By 2019, Ecofynd had started gaining traction. They saw a significant increase in sales from Rs 9 lakhs to 55 lakhs. 

The following year, their revenue soared to Rs 3.9 crores. It was clear that they had tapped into a growing market of urban gardening enthusiasts.

The onset of the COVID-19 pandemic, while devastating in many ways, proved transformative for Ecofynd. With people confined to their homes, there emerged a heightened interest in home improvement and gardening. 

Sumair and Vinay astutely capitalised on this trend. Their sales skyrocketed as people sought ways to bring nature into their indoors to enhance their living spaces and mental well-being.

“During the COVID period, people underwent a period of self-realisation. They recognised the need to reconnect with nature amidst the frenetic pace of daily life. This period not only marked a shift in consumer behaviour but also presented an opportune moment for the gardening market,” Sumair explained.

He added, “As the industry expanded, there was a growing awareness of the therapeutic benefits of nurturing plants and fostering a natural environment,”

Adapting and Expanding

With increased demand, Ecofynd expanded its product line. They moved beyond just planters to include home decor items. 

Their Instagram account became a major tool for marketing, where they shared inspirational content and connected with a growing community of plant lovers.

Sumair, with his knack for communication, handled the technical aspects and account management, engaging with various marketplaces like Amazon, Flipkart, and Myntra. 

Vinay focused on operations, quality control, and procurement. 

Their complementary skills allowed them to manage and grow their business efficiently.

By the end of the 2023-2024 financial year, Ecofynd had achieved a remarkable turnover of Rs 11.8 crores. 

They had transformed their modest startup into a thriving business!

Lessons Learned and Future Plan:

The journey was not without its challenges. 

Poor handling by the logistics made shipping difficult for volumetric planters, so designing accurate product assembly, and sustainable and precise packaging, was a significant hurdle. 

“Customers’ tastes are dynamic—they crave vibrancy, novelty, colours, and designs in their garden spaces. Understanding and fulfilling these preferences drive us to introduce new launches and beautiful designs regularly,” Sumair emphasised optimistically.

They had to ensure that the planters reached their customers in perfect condition, which required innovative packaging solutions and efficient supply chain management.

Through these challenges, Sumair and Vinay learned valuable lessons in patience, persistence, and leadership. 

They realised the importance of delegating tasks and trusting their team, which grew to include over 20 members handling various aspects of the business.

Looking ahead, Ecofynd plans to delve deeper into the home furnishing market, a sector they believe has immense potential. 

They aim to continue expanding their product range while maintaining their commitment to quality and customer satisfaction.

A Message to Aspiring Entrepreneurs:

Sumair and Vinay's story is a beacon of inspiration for aspiring entrepreneurs. 

Their advice is straightforward yet profound: take that initial step, no matter how daunting it may appear. Success in business demands patience, persistence, and unwavering dedication over time. Adaptability to the market trend is the key to remaining ahead of the competition and sailing above the odds. 

Ecofynd's narrative encapsulates the story of two friends who dared to dream and tirelessly pursued their vision, one planter at a time, for every household.