Business Remedies | Rajshree Upadhyaya | May 25,2025 | Concerned about the increasing problem of plastic pollution, a daughter-in-law and mother-in-law duo turned innovators and established Carragreen, creating a unique identity by producing eco-friendly products. Surbhi Shah and her mother-in-law, Chetna Shah, launched Carragreen in 2018 in Indore, Madhya Pradesh. Surbhi, an engineer familiar with her family’s printing and packaging business, was disturbed by the large quantities of paper and cardboard waste being generated. This concern inspired her to explore the idea of creating biodegradable products from agricultural and industrial waste, aiming to replace single-use plastic, especially in packaging and stationery.
Carragreen initially focused on biodegradable stationery such as pens and pencils made from recycled paper. When Chetna, who had an entrepreneurial background in the bakery industry, joined the venture, the two combined technical knowledge with product design and management skills. Together, they began creating eco-friendly products that were both practical and appealing to consumers.
Expanding Product Range to Promote Sustainable Living
Their flagship product, CarraBox, is a food packaging solution made from corn husk and wheat straw. Its innovative design allows it to be torn along perforated lines into plates and spoons, eliminating the need for disposable cutlery. This aligns with their philosophy of “Reuse, Reduce, Recycle.” Another key product is CarraSpoon, a biodegradable spoon made from food-grade recycled cardboard, offering a compostable and safe alternative to plastic cutlery.
Over time, Carragreen expanded its range to include seed paper diaries, biodegradable gift hampers, recycled notebooks, and other eco-friendly stationery items, thereby promoting a sustainable lifestyle. They focused on maintaining quality and design to overcome common market barriers such as high cost and limited variety in eco-friendly products.
Adoption by Major Brands
Carragreen gained widespread recognition in December 2021 after appearing on Shark Tank India. Seeking Rs. 50 lakh for 10% equity, Surbhi and Chetna impressed investors Anupam Mittal and Peyush Bansal, who offered the same amount for 20% equity. Despite some judges expressing concerns about scalability, the investment brought crucial capital and guidance, accelerating Carragreen’s growth.
Following their appearance on Shark Tank, Carragreen expanded its market presence. Major brands like Haldiram’s and Balaji Snacks adopted their biodegradable spoons and packaging into their supply chains. The company also partnered with food delivery platforms like Zomato and Swiggy to replace plastic packaging. Today, Carragreen sells products worth around Rs. 4 to Rs. 5 lakh per month, earning approximately Rs. 80,000 to Rs. 90,000 in revenue. While CarraBox is still in the sampling stage, the spoons remain their best-selling product.
Challenges in Running an Eco-Friendly Business
Surbhi emphasizes the importance of balancing cost, quality, and variety to make sustainable products accessible. In a price-sensitive market like India, this balance is a major challenge. Carragreen invests in unique, colorful designs of pens and pencils to attract customers, which has helped them build a loyal customer base despite obstacles. Running an eco-friendly business came with many challenges, such as ensuring all raw materials were genuinely sustainable, using recycled cardboard and non-toxic inks. Convincing big companies was also tough. To win over Haldiram’s, for instance, they personally demonstrated the spoons in Haldiram outlets and sent customized samples to showcase their dedication and quality assurance.
Making Sustainable Packaging Affordable and Mainstream in India
For Surbhi, success means customer satisfaction and bringing ideas to life. She considers the positive response to CarraBox a major milestone. Recognition from IIM Bangalore, government grants, and their Shark Tank India appearance, where Carragreen stood out among over 68,000 applicants, were significant achievements. The partnership between the daughter-in-law and mother-in-law also highlighted the power of family collaboration. Looking ahead, Carragreen plans to expand beyond food packaging to reusable packaging solutions for various products. Guided by their Shark Tank mentors, their goal is to make 80% of their packaging reusable, further reducing waste. Their mission is to make sustainable packaging affordable and mainstream in India.
Innovation, Dedication, and Collaboration Can Drive Meaningful Change
Surbhi draws inspiration from her father and grandfather, who were successful entrepreneurs despite limited resources. This legacy reinforces her belief that customer satisfaction and perseverance matter more than resources or social media presence. She advises aspiring entrepreneurs to act on ideas promptly and not fear failure but learn from it. Carragreen’s journey demonstrates how innovation, dedication, and collaboration can bring about meaningful change. By converting agricultural waste into practical, biodegradable products, Surbhi and Chetna Shah are leading a movement against plastic pollution, proving that business success and environmental responsibility can go hand-in-hand.
Written & Edited By:
Rajshree Upadhyaya
