Knowledge Center


Don’t you love it when the detergent pack zooms across the shirt turning it a crisp white? Or when the toilet cleaner is advertised removing the grimy build-up to reveal a shiny, spotless surface? It’s pleasing to imagine the strong chemicals cutting through dirt and germs. But only because we’re not aware of the whole picture.

A line of non-toxic, eco-friendly domestic cleaners, The Better Home challenges the long-held notion that deep cleaning can only be made possible by harsh chemicals. The brand explains how these agents deliver on disinfection by exposing your loved ones to harmful fumes and by contributing to water pollution and aquatic deaths.

Didn’t know that, did you? Us neither. That’s one reason why The Better Home stands out. It hasn’t taken a predictable route. It hasn’t tried to tell you about something as obvious as pesticides covering vegetables but has broken open a space previously considered limited.

And with the Sustainability space slowly crowding today, perhaps that’s the requirement. To dig deeper and address areas that may not be obvious but have become detrimental lifestyle choices nonetheless. That’s how The Better Home carves out its own space of ‘Sustainable Cleaning’ = ‘Earth-friendly’ Cleaning.

The Better Home also stands out for its packaging. Instead of going with brown packing typically indicative of sustainability, it has chosen a white for purity, a blue reminiscent of water bodies and soft, pastel shades of green, yellow, purple and pink – all indicators of the product’s gentle approach to cleaning.

With its ‘less is more’ design language, it draws your focus to the lake and sea creatures on the pack; all selections that consciously showcase the benign side of water bodies (no toothy sharks) and make you want to care for them.

The use of water creatures such as turtles, dolphins and whales are a reminder that it is the chemically contaminated water that we discard after cleaning that can contaminate the earth and its water, turning it toxic, not just for us but for the creatures that live in the waters. Keeping the earth’s water bodies clean for its creatures is something that we can do while we clean our homes; that’s the uplifting message that the packs send to us.

The conscious adoption of the well-known heart symbol invites the user to express their love for planet earth and all its creatures, even while undertaking the most mundane, everyday chore of household cleaning.

The pack says that it is possible to combine lofty goals of protecting the planet and faraway consequences such as climate change with immediate and everyday concerns such as cleanliness and hygiene. Heart led intelligence can help solve tough problems says the brand.

Wait a minute! Who are The Better Home? What are their credentials in cleaning? The provenance of the brand is interesting. The husband-wife duo, Dhimant Parekh and Anuradha Kedia, launched The Better India as an online blog in 2008. The founders registered the company in January 2015 as an online media company. The mission of the platform is to inspire change through the power of positive stories, of people who are working to make India better, in a sustainable way. The platform also has a shop through which they sourced and sold a wide range of products in the sustainability space.

Now, they have extended their brand and diversified their business by creating and launching eco-friendly household cleaners. They could have launched the familiar set of products – organic cotton, organic food, agri-products et al. But they didn’t. They chose to be innovative and launch a radically new product line, in a space where eco-friendly can be an oxymoron, totally contradictory to the conditioned understanding that ‘only harsh and strong chemicals can clean well enough’.

They also didn’t do what the big brands that are made from harsh chemicals do to give themselves a ‘natural’ cloak, viz claim to have natural ingredients such as neem and lemon in which consumers have faith. And that makes them genuine and authentic players in the sustainability space.

They do adopt one proven marketing strategy though, the use of Brand Ambassadors. They have chosen Dia Mirza to speak for their brand. Dia has some credibility in the sustainability space because she has been honoured by the United Nations as an Official Sustainable Development Goals Advocate and Environment Goodwill Ambassador.

Being innovative in terms of product is not enough. Brands in the sustainability space still have the task of making themselves distinct within the space. To express their own identity without being camouflaged by the category codes. The Better Home shows how this can be done intelligently, creatively, authentically, with heart.

All images taken from The Better Home