They say environmental consciousness is caught, not taught. For me, this couldn't be more true. As the world celebrates World Environment Day, I'm reminded that my journey into sustainable living and clean beauty didn't begin with textbooks or trending hashtags—it started at home, with my mother's pioneering spirit in the mid - 1990s.
The Seeds of Sustainability: Satara, Early 1990s
When most people weren't even familiar with terms like "waste segregation" or "vermicomposting," my mother, Sunita, was already making waves in our hometown of Satara, Maharashtra. Her environmental activism began with grassroots cleanliness drives that would eventually transform not just our community, but our entire family's approach to sustainable living.
Koshish - Ek Asha: A Vision Before Its Time
Through her initiative "Koshish - Ek Asha," my mother was spreading environmental awareness one household at a time. This wasn't just about keeping our neighborhood clean—it was about fundamentally changing how people thought about waste, consumption, and their relationship with the environment.
Her approach was comprehensive:
- Community cleanliness drives that brought neighbors together
- Waste segregation systems that separated organic from recyclable materials
- Vermicomposting setups that turned kitchen waste into nutrient-rich soil
- Awareness campaigns that educated families about sustainable practices
The "Empty Dustbin" Philosophy That Changed Everything
Growing up in our household meant living by what my mother called the "empty dustbin" policy. This wasn't just a catchy phrase—it was a complete lifestyle philosophy that eliminated the concept of waste from our daily lives.
How We Practiced Zero Waste Before It Was Trendy
Every item that entered our home had a purpose, and every discarded item found new life:
- Wet waste became compost for our garden
- Paper products were carefully segregated for recycling
- Plastic containers were repurposed for storage
- Organic materials fed our vermicomposting system
- Reusable items were creatively transformed for new purposes
This approach taught me that "waste" is often just a failure of imagination. When you view every discarded item as a potential resource, you begin to see the world differently.
The Academic Awakening: Sustainable Development Meets Personal Care
When I was in 10th grade, my mother made a decision that would change the trajectory of our entire family. She enrolled in a Master's program in Sustainable Development—a field that was still emerging in India during the late 1990s.
The Revelation About Personal Care Products
Her academic research opened her eyes to uncomfortable truths about the personal care industry. She discovered that many of the products we were unknowingly bringing into our homes contained:
- Harmful chemicals that could disrupt hormonal balance
- Synthetic ingredients that were damaging to both skin and environment
- Plastic packaging that contributed to long-term environmental pollution
- Manufacturing processes that exploited natural resources unsustainably
This revelation became the catalyst for what would eventually become Rustic Art—a brand she lovingly refers to as her "third and favourite child."
From Finance to Environmental Economics: A Personal Journey
Life has an interesting way of bringing us full circle. While my initial academic interests lay in finance and economics, I found myself increasingly drawn toward environmental economics during my doctoral studies.
This shift wasn't accidental—it was the natural evolution of values that had been instilled in me from childhood. Watching my mother's dedication to sustainable living, witnessing her academic pursuit of environmental solutions, and growing up in a household that practiced what it preached all contributed to my eventual specialization in environmental economics.
The Academic Foundation of Sustainable Business
My PhD in Environmental Economics provided the theoretical framework for understanding what my mother had been practicing intuitively for decades. I learned about:
- Circular economy principles that minimize waste and maximize resource efficiency
- Sustainable supply chain management that considers environmental impact at every stage
- Consumer behaviour patterns that drive demand for eco-friendly products
- Policy frameworks that support sustainable business practices
The Birth of Rustic Art: Where Values Meet Business
Rustic Art wasn't born from market research or trend analysis—it emerged from three decades of lived experience with sustainable practices. When my mother founded the company, she was guided by the same principles that had governed our household for years.
Every Day is Environment Day at Rustic Art
At Rustic Art, we don't reserve our environmental consciousness for special occasions. Our commitment to sustainability is woven into every aspect of our business:
Product Development:
- Natural ingredients sourced from sustainable suppliers
- Biodegradable formulations that don't harm water systems
- Minimal packaging using recycled and recyclable materials
- Zero-waste manufacturing processes wherever possible
Business Practices:
- Supply chain partnerships with environmentally responsible vendors
- Continuous research into cleaner production methods
- Employee education about sustainable practices
- Community outreach programs that extend our environmental impact
From Soap Bars to Menstrual Cups: Expanding the Vision
Our product range reflects our comprehensive approach to sustainable living. From our signature soap bars made with natural ingredients to our menstrual cups that eliminate period waste, every product serves our mission of making sustainable choices accessible to Indian consumers.
The menstrual cups, in particular, are a direct result of our family's "empty dustbin" philosophy. When traditional period products contribute significantly to household waste, offering a reusable, long-lasting alternative became not just a business opportunity, but a moral imperative.
The Environmental Impact of Choosing Sustainable Personal Care
Understanding the environmental impact of our daily choices is crucial for making informed decisions about the products we use. Traditional personal care products contribute to environmental degradation in multiple ways:
The Hidden Environmental Cost of Conventional Products
- Chemical Pollution: Synthetic ingredients in conventional products often end up in water systems, harming aquatic life and contaminating drinking water sources.
- Plastic Waste: The personal care industry is one of the largest contributors to plastic packaging waste, with most containers ending up in landfills or oceans.
- Manufacturing Emissions: Industrial production of synthetic ingredients often involves energy-intensive processes that contribute to carbon emissions.
- Resource Depletion: Unsustainable sourcing practices can lead to deforestation, soil degradation, and water scarcity in production regions.
The Sustainable Alternative: Clean Beauty That Cares
Choosing sustainable personal care products like those from Rustic Art creates a positive environmental impact:
- Reduced chemical runoff into water systems
- Minimized plastic waste through thoughtful packaging choices and concentrated product range
- Lower carbon footprint from natural ingredient sourcing
- Support for sustainable agriculture and ethical supply chains
Lessons from Three Decades of Sustainable Living
Our family's journey from grassroots environmental activism to building a sustainable beauty brand offers valuable lessons for anyone interested in living more consciously:
Start Small, Think Big
My mother's impact began with simple actions—segregating waste at home, composting kitchen scraps, and talking to neighbors about cleanliness. These small steps eventually led to community-wide changes and, ultimately, a business that serves thousands of customers across India.
Consistency Matters More Than Perfection
Sustainable living isn't about achieving perfect zero-waste status overnight. It's about making consistent choices that align with your values, learning from mistakes, and continuously improving your environmental impact.
Education Empowers Action
My mother's academic pursuit of sustainable development didn't just benefit her—it provided the knowledge foundation that enabled her to build a business around her values. Understanding the science behind sustainability makes it easier to make informed choices and communicate effectively with others.
Values-Based Business Can Thrive
Rustic Art's success demonstrates that businesses built on genuine environmental values can compete effectively in the marketplace. Consumers increasingly want to support brands that align with their personal values.
The Future of Sustainable Living in India
As we celebrate World Environment Day 2025, it's encouraging to see how much the conversation around sustainability has evolved since my mother started her cleanliness drives in the 1990s. What was once considered niche or overly idealistic is now mainstream.
Emerging Trends in Sustainable Consumer Behavior
Indian consumers are increasingly:
- Seeking transparency in product ingredients and manufacturing processes
- Prioritizing brands with demonstrated environmental commitments
- Embracing zero-waste lifestyles and circular economy principles
- Supporting local businesses that align with sustainable values
The Role of Small Businesses in Environmental Change
Small businesses like Rustic Art play a crucial role in driving environmental change. We can:
- Innovate quickly with sustainable solutions
- Maintain authentic connections with environmentally conscious consumers
- Partner with local communities to create positive environmental impact
- Demonstrate that sustainable business practices are viable and profitable
Practical Steps for Sustainable Living: Start Your Own Journey
Inspired by our family's story but not sure where to begin? Here are practical steps you can take to incorporate sustainable practices into your daily life:
At Home
- Implement waste segregation in your kitchen
- Start composting organic waste
- Choose personal care products with natural ingredients
- Reduce single-use plastic consumption
- Opt for reusable alternatives wherever possible
In Your Community
- Organize neighbourhood cleanliness drives
- Share knowledge about sustainable practices with friends and family
- Support local businesses with environmental commitments
- Participate in community recycling programs
As a Consumer
- Research brands before making purchases
- Choose products with minimal, recyclable packaging
- Invest in quality items that last longer
- Support businesses that prioritize sustainability
Conclusion: Home is Where Change Begins
As I reflect on our family's journey from my mother's pioneering environmental work in the 1990s to building Rustic Art into a sustainable beauty brand, one truth remains constant: meaningful environmental change begins at home.
The values we absorb in our daily lives, the practices we witness in our families, and the conversations we have around our dinner tables shape our understanding of our relationship with the environment. My mother's early activism didn't just clean up our neighbourhood—it planted seeds that grew into a business philosophy, an academic career, and a lifelong commitment to sustainable living.
On this World Environment Day 2025, I encourage you to think about your own environmental origin story. What early experiences shaped your understanding of sustainability? How can you build on those foundations to create positive change in your own life and community?
The environment isn't just our responsibility—it's our home. And as my mother taught me three decades ago, home is where change begins.
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*About Rustic Art: Founded on principles of sustainable living and natural beauty, Rustic Art creates personal care & home care products that are gentle on both humans, biodiversity and environment. Our product range includes handcrafted soaps, natural personal care, home care, and eco-friendly menstrual cups. Learn more at (https://rusticart.in)*
About the Author:
Surabhi Jaju holds a PhD in Environmental Economics and is co-founder of Rustic Art, a sustainable personal care brand in India. Raised in a zero-waste household since the 1990s, she combines academic expertise with practical experience in sustainable business practices. Her work focuses on making eco-friendly living accessible to Indian consumers while building profitable, values-driven businesses.
Connect with Surabhi on LinkedIn or learn more about her work at rusticart.in
