om actions
Sonal Thakrar & Nikesh
Parmar, the co-founders
of Kleem, chart the
emergence of ethical values
and sustainability as core
principles in business
“We are a part of a generation that is
taking sustainability and an ethical
approach to business far more
seriously than previous generations.”D
oing business and doing good are more
compatible than ever before. While most
businesses are financially driven, it is possible to
be both ethical and successful. And consumer
demand for ethical products is increasing.
According to data from Kantar Worldpanel, retail sales for fair
trade grew by 7% last year.
In launching Kleem, our yogic and spiritually inspired lifestyle
business, fair trade was a priority. While the business was born
from our love for yoga, vibrational mantra chants and mindful
living, it was crucial that it also impacted positively on the
environment and, in particular, on local communities in India.
As two childhood friends, we were both confident that we
shared the same appreciation for the vast array of opportunities
and the benefits of infrastructure we can draw upon living in a
global centre of commerce like London. Our aim was to use this
advantage in a creative way to give back. We chose to work with
artisans living in a rural village in north India, ensuring that they
are all provided with fair wages and a supportive environment.Start-up businesses like Kleem help to open up new markets
to these artisans; handmade goods once limited to local
markets or tourist shops can be sold to a broad client base
in London and across the globe. Just as importantly, start-
ups also play a role in taking modern aesthetics, trends and
fashions from Western culture back to the local village, showing
them what customers want.New generation
We are a part of a generation that is taking sustainability
and an ethical approach to business far more seriously than
previous generations. We wanted to base most of our product
lines around natural minerals and materials that can be traced
to source and that showcased the skills of local craftsmen using
traditional methods. Because of the nature of the materials
such as the semi-precious gemstones - garnet, jasper, amethyst,
quartz and moonstone used to craft our mala beads - no two
pieces are ever the same. While this can make online shopping
quite challenging, our clients value the uniqueness and
authenticity of each product.
The word ‘Kleem’ itself is a monosyllabic sound known as a
bija (seed) mantra. It is one of the oldest and most powerful
mantras in the universe and is chanted for its power of
attraction: the powerful vibrations attract infinite energy, love,
successful relationships, friendships, wealth, prosperity and
good health. For us, Kleem is about manifesting what we want
to attract into our lives, and thereby help others create that
same attraction.
As the Sanskrit yoga prayer says, Loka Samasta Sukhino
Bhavantu:“May all beings be happy and free, and may the thoughts,
words, and actions of my own life contribute in some way
to that happiness and to that freedom for all.”The
attraction
of fair trade
business
Worldmags.net