This Sustainability Initiative Helps Sustain Forests, Communities And More

Kheoni Wellness | If you enjoy shopping online, you wouldn’t have escaped the numerous advertisements and influencers exhorting you to try skincare products that promise healthy-looking skin. The Indian skincare and beauty market—estimated to be worth USD 34 billion (INR 3 trillion) by 2028—has exploded in the last decade, with homegrown start-ups competing with top multinationals to serve a growing clientele that now demands sustainably sourced products.

One of the companies leading the charge is Kheoni Wellness. Helmed by Ashwajeet Garg, the brand sells everything from body lotions and hydrosols to shampoos and perfumes that are locally sourced by over 60 economically backward communities from across the country, with some ingredients being procured overseas.

Kheoni Wellness' Commitment To Sustainability

The skincare line originated out of the Garg family’s decade-long commitment to conservation, with Ashwajeet’s father, Dr Shankar Lal Garg, transforming the barren, rocky hill of Keshar Parvat in Madhya Pradesh into a biodiverse ecosystem with around 40,000 trees today. It was perhaps only a matter of time then before the family made its foray into the commercial skincare industry.

“The idea behind opening the skincare line was born after recognising the lack of true sustainability in the Indian skincare industry, where many brands were engaging in over-commercialisation and greenwashing,” says the younger Garg. “These brands often misled consumers by using “green” labels while still incorporating harmful ingredients like palm oil—known for its association with deforestation and environmental destruction in regions like South Asia. Kheoni Wellness aimed to challenge this by sourcing local ingredients from over 60+ backward communities across the country and offering them fair compensation.”

This approach has allowed the company to not only support people’s livelihoods but also encourage the use of natural, locally sourced ingredients that reduce its carbon footprint and promote sustainable farming practices. For instance, the company foregoes single-use plastic in their packaging, opting instead for materials like tin, recycled paper, reclaimed pine wood and glass bottles. “From ingredient sourcing to packaging, we are dedicated to making a positive impact on both the environment and the communities we work with,” Garg says.

Partnering With Local Communities

So, who are the people that Kheoni Wellness works with? In Madhya Pradesh, they have partnered with the Bhil and Gond tribes from the western part of the state; the Toda people of the Nilgiris district, Tamil Nadu; the Konyak tribe in Nagaland; the Munda and Oraon tribes in Jharkhand; the Tharu people of the Terai region of Uttarakhand; and the Gujjar and Bakarwal tribes from the western Himalayan region in Kashmir.

The company's partnership with the local communities near Keshar Parvat have helped the latter to preserve their traditional farming techniques through the use of natural and eco-friendly methods. This benefits not just the people but also the environment by minimising the impact of harmful agricultural methods.

Preserving The Kheoni Wildlife Sanctuary

The company’s success is not limited to transforming Keshar Parvat alone. The Kheoni Wildlife Sanctuary in the Dewas and Sehore districts of Madhya Pradesh used to be susceptible to forest fires lit by the local community, who relied on wild-grown mahua fruit for their sustenance. The fires would distract the forest guards and clear organic debris from the floor, making collection of the fruit easier. Counting tigers, leopards, nilgai, blackbuck, chinkara, the Indian paradise flycatcher, plum-headed parakeet, the Eurasian collared dove and black drongo among its numerous residents, the clearing of the Kheoni Wildlife Sanctuary in this way resulted in disrupted migratory patterns.

To correct this state of affairs, the Garg family stepped in to mediate and help the local community collect mahua sustainably from the forest. Today, Kheoni Wellness sources mahua butter from the people, ensuring they have a consistent source of livelihood. The company's efforts have borne fruit: forest fires have reduced and many species have now migrated back into the sanctuary.

Balancing Ethics With Commercial Considerations

By removing middlemen from the equation of commerce and sustainability, the company has been able to maintain its sustainability principles while also being financially efficient.

“By working directly with local communities we ensure fair compensation, promote sustainable farming practices and cut down on unnecessary costs, which in turn helps us offer high-quality products at a fair price,” says Garg. “We provide proof of our ethical sourcing and sustainable practices, including fair compensation for local communities and eco-friendly packaging. Customers are welcome to visit Keshar Parvat to witness the positive impact firsthand.”

Currently, Kheoni Wellness is in the process of applying for globally-recognised sustainability certifications to officially acknowledge their commitment to sustainable practices. Ultimately, Garg stresses that a commitment to biodiversity remains at the core of his company’s mission.

“We believe in protecting and nurturing the diverse ecosystems that sustain life. Conservation is equally important to us. These values drive us to create products that not only benefit our customers but also contribute to a healthier planet for future generations,” he says.