Thanda Maati: Breathing Life into Tradition and Sustainability
In a world increasingly fraught with environmental concerns and rising health issues, the need for sustainable, eco-friendly, and health-centric alternatives is more evident than ever. Responding to this clarion call is Thanda Maati, an innovative venture founded in 2020 by Praveen Gola, with invaluable assistance from her family members.
The name ‘Thanda Maati,’ translates to ‘cool clay,’ drawing from the Indian tradition of using clay utensils that offer natural coolness and myriad health benefits. The venture marries ancient wisdom with modern needs, offering retail sales of various clay utensils, promoting not only healthy living but also reviving a dwindling traditional art form.
Traditions play a crucial role in shaping the identity and continuity of a culture or community. They are more than just inherited customs; they are an invaluable treasure trove of wisdom, practices, and knowledge passed down from generation to generation. Keeping traditions alive helps us to maintain a connection with our roots, offering a sense of belonging and understanding of our ancestry. They act as a compass, guiding us through the complexities of life, enriching our experiences, and providing a framework for societal norms and values. Preserving traditions is essential not just for cultural preservation but also for promoting diversity and mutual respect in our global society.
Thanda Maati’s product lineup ranges from clay tawas, mugs, pitchers, jugs, kulhads, and an assortment of other utensils. Apart from being naturally biodegradable, the clay used in these products offers significant health benefits such as reducing acidity and gaseousness when food is cooked or consumed from them. This replaces the conventional use of plastic and metal utensils, which are known to harm the environment and potentially cause health issues like cancer.
The mission of Thanda Maati is to promote local products and empower women through its “Elevate Women” program. Inspired by Praveen’s own experience growing up in a Prajapati Kumhar family, the program enables women to start their own business with a minimal investment of Rs 2000. The vision is to promote financial independence among women, ensuring that they have an equal chance to shine and achieve success.
Thanda Maati targets a wide demographic, encompassing all ages and segments of society. Their marketing strategy involves leveraging social media and collaborations with health agencies, which continually advise their clientele on the benefits of using clay utensils.
Despite stiff competition from makers of aluminium, steel, brass, and cast iron utensils, Thanda Maati distinguishes itself through its unwavering commitment to promoting natural, health-centric, and environmentally friendly products. The unique essence of clay in their utensils sets them apart, offering consumers a healthy, sustainable alternative to mainstream options.
The immediate goal of Thanda Maati is to extend its reach and appeal to its target audience. Future expansion plans revolve around empowering more women through their business, not just within India, but globally. The team is keen on promoting the health and environmental benefits of their utensils around the world, thereby setting their next milestone.
The journey has not been without its fair share of challenges. The initial hurdles included fund constraints and product breakage issues. However, the Thanda Maati team is undeterred. They plan to overcome financial constraints by availing Mudra loans from the government and tackle breakage issues by using safer packaging materials.
Another risk faced by the venture is product stagnation and breakage during storage. The team plans to mitigate these risks by building a proper storage facility and continuously updating their product line to prevent stagnation.
At its core, Thanda Maati is an embodiment of hope. It is a testament to the fact that traditional methods, coupled with a vision for sustainability, can usher in positive change. Despite the challenges, Praveen and her team remain steadfast in their commitment to provide healthier and sustainable options, one clay utensil at a time. The road ahead might be long, but Thanda Maati’s journey has just begun, and it promises to be a transformative one.
