B2B Marketing of Sustainable Home Care Products

Rohaan Kaul (00:01.862)
Hello everyone. Welcome again to another episode of wisdom over hustle. And today we have a different guest. Usually we have marketers on our panel, but today we are introducing and welcoming a founder slash entrepreneur on our panel to talk about sustainability and B2B marketing. I know we've been talking a lot about tech, things around tech and

about marketing in general, but I thought this is going to be an interesting trend because sustainability is on the goals of a lot of portraits. So it was very interesting to bring in his perspective. So without much delay, I'd like to introduce Mr. Maninder Singh, who is the founder of Bee Green, which is a company that produces sustainable home care and personal care products, which are plant-based.

vegan friendly, cruelty free and free of any kind of chemicals at all. Maninderji, welcome. Welcome to the episode. Great to have you on the show. And just to give you a quick background about Maninder, he is an electrical engineer and I think so a lot of people on this show will relate to that because like me, I know a lot of people in the audience are basically techies or engineers who turn into marketers or entrepreneurs themselves.

Maninder Singh (01:13.24)
Thank you.

Maninder Singh (01:27.15)
Thank

Rohaan Kaul (01:28.306)
But engineer who's not running a tech company something different is really really interesting and we like to explore that. So he's worked with a lot of MNC companies like Siemens, Havels in his lifetime and he started this company three years back and we would like to explore one is the journey and two in terms of the B2B marketing how this is helping portraits with that. So welcome Maninderji.

First of all, thank you so much for taking out time. know that when I spoke to you in Delhi, how busy you are, how difficult it is for an entrepreneur to take out time. But thank you so much for taking out time today to speak to our audience. Alright, first all, I mean, I'm always intrigued. Like, what is your journey? Like, how did you come to Be Green? What was the idea behind building this sustainable based products?

Maninder Singh (02:15.202)
Yes.

Rohaan Kaul (02:23.832)
What journey was

Maninder Singh (02:25.966)
Thank you Rohan for giving this platform so that we can convey our message to the audience, to corporates. as far as my journey, being an electrical engineer, from the tech or electrical, I was part of Siemens, then Hevels, then somehow KEC. So post Covid, so the journey started like this, I have a son, like he is, at that time he was like around three years old.

So he was allergic asthmatic. So like we have like only one child.

Post COVID, the allergy is also asthmatic. So these things are very important. At least what we for our environment. to the environment, much as we were out, you know, polluted air is Maybe because of the flood. There are various reasons, pollution, all But still, it's impacting our day to day routine life. Not only routine life, in fact, our health. Our health, we say that our outdoor pollution is

There is one index that 400, crossing but indoor air is more polluted than We don't talk Why is that? Because if research so that we use annoyingly harmful chemicals at which in the atmosphere. I toilet cleaner, a normal traditional toilet cleaner. It is a renowned brand but its name.

Rohaan Kaul (04:04.626)
He

Maninder Singh (04:05.294)
So, all these black and red boxes contain HCl and their fumes stay our atmosphere for 18 hours. So, all the allergic or asthmatic patients, that is the trigger point for nausea and different kinds of for triggered by those things. So, all these things, then...

is

Global as can see in US recently, fire, so that is ecological balance which disturbed, is it is all impact, nature's impact. So to balance that thing, then B-green was and took many tests and trials, and many certifications also from the government, the highest certification of India that is Green Pro by CIE, Confederation of Indian Universities, we did that, NABL test.

So then we confidence in and we gave it our relatives and friends. In fact, they were quite surprised that even an Ayurvedic solution can the same efficacy. So that's how Begreen came in

Rohaan Kaul (05:45.496)
Right.

Maninder Singh (05:54.67)
Thank

Maninder Singh (06:00.834)
way.

Maninder Singh (06:05.091)
Definitely.

Rohaan Kaul (06:14.704)
You said that there options Can you just break down what is customer profile and how do you make inroads into that and what kind of customers in B2B are buying your products or using them?

Maninder Singh (06:30.554)
Definitely so like in each and every sector they are using like cleaning products, but yes like hospitality sector Hospital sector health sector plus education sector likes the university school because I'm hospitality sector key my bar just like it may be Hotels and like server Boteco Ramada Sudhyaar customer so uncle cleanliness Kaik challenge a key customer key

they have to show that yes, they have a set parameter and without compromising their sustainability goal. they have achieve that. So we help them in In healthcare segment, yes, like one of the biggest hospital is our customer and we are supplying to like Pan India.

Yes, also universities have students because we children so we cannot play with future and health. So we are not giving clean surface. We are giving clean health. We are not supplying green cleaner. We are supplying health cleaner. So they are a healthier environment so that they can well. In fact, corporate offices have a challenge for to a healthy environment.

Rohaan Kaul (07:22.501)
Okay.

Maninder Singh (07:51.374)
Apart from this healthier environment, their sustainability goal is green building, ESG, CSR on. This is a very good initiative. Nowadays, every corporate is using our products like Pan India, Adobe, Ender.

Rohaan Kaul (07:57.884)
Great.

Rohaan Kaul (08:07.257)
Okay.

Maninder Singh (08:19.592)
Name it like in the later on the stage.

Rohaan Kaul (08:22.386)
So basically as far as I remember, corporate companies have lot of users especially from a point of view which we discussed ESG goals are more prioritized or pushed as compared to normal corporate, is that correct?

Maninder Singh (08:40.83)
Right, right,

Rohaan Kaul (08:43.83)
So basically now how story in marketing or communications, both for B2B and B2C, how is this marketing, are using this switch to your products, it marketing and communications, with whom they use

Maninder Singh (08:51.255)
Mm-hmm.

Maninder Singh (09:05.43)
So, this is how use because first of all it's a brand visibility. Brand visibility is that if any corporate is giving the healthy environment plus without compromising the health of the employee plus without deteriorating and without compromising it.

If they this sustainability then all the employees generation will develop a loyalty for particular brand customer loyalty 1. one is strength in brand identity. Their brand identity will be that they are using green

Rohaan Kaul (09:45.521)
Thanks.

Maninder Singh (09:54.986)
solutions, green cleaning solutions, maybe solar or anything else so their brand identity will their market because they are switching to green initiative and the carbon footprint by using this the next one is operational and the ethical win it's not about that it's for their environment because they are providing clean free environment

for their employee. So employer keeps a win-win situation because they sustainability goals ESG is maintained plus if they to initiate then it can help plus the LEED certification will in their credit rating also brand brand identity. These are the like four major points

Rohaan Kaul (10:25.746)
Right. Right.

Rohaan Kaul (10:51.186)
So are you seeing that you a lot emphasis on this? Especially not only in the bigger companies but also in the small players or the start-up segment. attract this is a point that you are working in an environment where is gen-z hiring. Gen-z has a lot of emphasis on mental health, on personal health.

Maninder Singh (11:14.926)
Hmm.

Rohaan Kaul (11:20.966)
So you can a shift in the trend within your customers that this is thing prioritized in marketing for attracting talent not only with companies but also startups.

Maninder Singh (11:33.198)
Right. a start-up, yes, you are right, this a trendsetter. Because if there an industry leader, that is, we follow our real life. Plus, we trust then definitely, if I like whether I in an office, then I will definitely it in my house.

So that is happening. Now someone our product in and we are also available on Amazon and Flipkart. we that ratio too. Earlier we just introduced ourselves and left it on Amazon. But now we are getting good response from Amazon, Flipkart and the other platform. Because those people or employees or anyone.

Rohaan Kaul (11:59.685)
Right.

Rohaan Kaul (12:17.19)
Okay.

Maninder Singh (12:24.718)
So the people who are getting benefited. So the same thing they to So it's a kind of responsibility also an opportunity. So the responsibility is that the corporates have to switch from harmful chemicals to green sustainability solution that is eco-friendly, biodegradable, is not polluting to their inner and outer environment. Plus it is giving health.

environment safety plus their sustainability gold also as far as price concern so price is plus their STP power plant, the big buildings, corporate sub or tech companies so their big towers are on their STP after cleaning solution but like in our it's pH neutral solution so their STP

Rohaan Kaul (13:19.761)
Mm-hmm.

Maninder Singh (13:22.254)
So basically it's an opportunity and also like it's a trend that the future is is green and post covid. So the value of has lot.

Rohaan Kaul (13:22.684)
Mm-hmm.

Maninder Singh (13:55.746)
Hmm

Maninder Singh (14:02.168)
Mm-hmm.

Rohaan Kaul (14:03.378)
market size is not that much evolved. I know the products are also costly as compared to normal chemical based products. quite expensive but that's a cost that you need to put on your health. the long term? Based on these 3 years of experience, there any lessons that you would like to give to people on B2C and B2B marketing especially in the sustainable space?

Maninder Singh (14:18.574)
you

Rohaan Kaul (14:31.663)
We would

Maninder Singh (14:33.858)
Yes, definitely. So as far as economical cost or economic concern, so earlier it was like higher, but yes, we reduce to at minimum, we are playing at the minimum margin because people, we are just trying to educate the people. Yes, it's not good for them. So now, nowadays people are adapting or adopting plus or

We them like storytelling. Not like as a seller, are our product. We storytelling and language. Also, we are giving demonstration so that they can build a trust. So trust comes, they are using themselves and they are suggesting their loved ones or known ones

Rohaan Kaul (15:05.948)
Mm-hmm.

Maninder Singh (15:31.598)
Let me a small example. We normal dishwasher liquid or bar So nowadays, there is a white color layer in That is chemical residue. Which after And knowingly or unknowingly, we that plate. So we consume that directly. So that is very harmful.

Rohaan Kaul (15:50.032)
Okay.

Rohaan Kaul (15:59.377)
Right.

Maninder Singh (16:00.878)
and this phosphide sulphate which the dishwasher so in a day maybe it's a nanoparticle but over the period of time in one year we consume that all our current digestive system, immunity, current young generation you will see that their immunity is the old time so we have to switch

Rohaan Kaul (16:25.34)
Thanks.

Maninder Singh (16:27.534)
So we integrate in our life. fact, we these in personal life as And in fact, there a little hitch in so we have to, and we the the price range. So it is as far as like there is no minor, no major change in the terms of pricing. So hardly like there is a gap of like 2 or 5 % between 2 to 5%.

Rohaan Kaul (16:43.772)
Hmm?

Rohaan Kaul (16:51.25)
Good night.

Rohaan Kaul (16:57.252)
Right. Okay, cool. So if anybody wants to buy like marriage, this doesn't mean I'm like very pro sustainability. And that's one of the reasons why he many coffee as compared to anyone else at the event. think both the coffee time spent. So if somebody is like looking to make that switch to what is the best place to buy your products?

Maninder Singh (17:18.168)
So we have a website www.beagreenindia.com so they can buy from our website also. Also like we are available on Amazon and the Flipkart and the GeoMart. So we are supplying to Pan India basis from Jammu to...

Rohaan Kaul (17:31.782)
Mm-hmm.

Maninder Singh (17:34.99)
Kanyakumari and also like from Kolkata to Gujarat so we are supplying everywhere not even like B2B customer B2C customer also like Pan India, Cross Pan India orders are coming also like we are starting like by next quarter we will start Middle East and Dubai soon

Rohaan Kaul (17:40.144)
Mm-hmm.

Rohaan Kaul (17:48.485)
Okay.

Rohaan Kaul (17:54.724)
Okay, interesting impressive that's congratulations on that. Right after offline. mean, think offline make here. Right now, everything is mostly online channel. Own and marketplace. quick commerce. Yeah, e-commerce ECP operate correct offline.

Maninder Singh (17:57.203)
Thank you.

Maninder Singh (18:14.742)
Major contribution is of offline, in fact if we talk about contribution wise so online contribution is 20 % and offline contribution is 80 % because corporate, tech, all the start ups they are switching because they know the value of sustainability, carbon neutrality so or plus

Rohaan Kaul (18:36.223)
Hmm. Hmm.

Maninder Singh (18:40.43)
Apart from this they have some foundation from government side also because they have to maintain their ESG and CSR that initiatives also. Plus also like it's good for their health also. So offline we are doing good. Because of offline we are getting good response on online also.

Rohaan Kaul (18:51.537)
Great.

Rohaan Kaul (18:56.487)
They

Rohaan Kaul (19:04.486)
Right. Okay. So end of last question three reasons why because I want I mean like I said, maybe sustainability can't whom like I try to do it, but I can say three reasons why everybody who's listening to this should start using your products or any green sustainable products. What are what would should be those three reasons?

Maninder Singh (19:08.407)
Yes.

Maninder Singh (19:15.426)
Good night.

Maninder Singh (19:39.517)
they should not compromise for their health

Rohaan Kaul (19:44.721)
Mm-hmm.

Maninder Singh (19:59.47)
Next is global impact because what we brought and what we will what assets give 20 years ago, one thought that water would in 90s 80s. If this is the in 20 years, our oxygen, as it in Corona,

Rohaan Kaul (20:09.372)
Right.

Rohaan Kaul (20:20.54)
Right.

Maninder Singh (20:28.45)
So we to oxygen cylinders in our homes. The third is, these two impacts are major. The third is internal satisfaction. we something good, then there is a self-motivation part. I am doing this not for anyone else, for myself. So self-motivation and self-goal should that.

Rohaan Kaul (20:34.396)
Great.

Rohaan Kaul (20:37.87)
Okay

Rohaan Kaul (20:47.951)
Right.

Maninder Singh (20:57.934)
So these are three points. The normal point is all the people will say that this biodegradable, natural, eco-friendly. So they for themselves, for their families, for their parents, for So they should Not for anyone else. Yes.

Rohaan Kaul (20:58.128)
Hmm.

Rohaan Kaul (21:06.566)
RAID

Rohaan Kaul (21:16.248)
Right. Right. Cool. Alright, Mr. Mahindra. That's so much. Thank you so much for time. I am really a big fan of what you're doing. mean, business is different place, but business with a cause where underlying motive is It is very difficult to find things like that. I mean, salute to you what you're doing. And like I said, that time also, I am definitely looking to try your products and switch over because

Maninder Singh (21:20.937)
Thank you.

Maninder Singh (21:39.65)
Thank you.

Maninder Singh (21:50.284)
Yes.

Maninder Singh (22:01.422)
You are donating this to your earth, your mother earth because of mother earth so we are here. Yes.

Rohaan Kaul (22:07.886)
Right. Alright. Thank you Mr. Maninder. And thank you for... Let me tell everyone that Maninder took Saturday evening and gave So you can understand that how busy he is. But thank you so much for doing this. And today India-England match is on. We match and here. That is another thing. Alright. Cool. Alright. Thank you everyone. Thank you for tuning in to this episode. And please hit the subscribe button on the bell icon.

Maninder Singh (22:12.792)
you

Maninder Singh (22:20.43)
you

Maninder Singh (22:25.07)
Thank

Definitely.

Rohaan Kaul (22:36.924)
To get our episodes, every Thursday we release a new episode of Wisdom Over Hustle. Continue watching, continue showering your love. Thank you everyone.

Rohaan Kaul (22:49.234)
Okay.