From Seed to Shelf: Bhumi’s sustainable journey to tripling sales in just twelve months

by Bailey Amber
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The English translation of the Sanskrit word “Bhumi” is “Mother Earth.” In an industry rife with child labour and disastrous health effects from grower to consumer, Bhumi products take pride in being ethically made using organically grown cotton with no harmful pesticides, toxic dyes, child labour, and net zero carbon emissions.

“Seed to Shelf” refers to Bhumi’s ability to track the entire ethical and ecologically sound supply chain, from farmers sowing the organic cotton crop to the dyes used to colour the cotton fabric to the finished goods shelf. 

But Bhumi, like many eCommerce brands, struggled to maintain inventory levels that kept up with its rapid growth and allowed them to meet its true sales potential. 

This is the story of Bhumi, which began five years ago for Vinita and Dushyant Baravkar, and how Bhumi was able to triple its sales revenue in just one year.

The inspiration

When Dushyant and Vinita Baravkar moved from New York to Australia in 2010, they were passionate about living sustainably and being ethical consumers.

“The inspiration for Bhumi comes from my time in New York. I used to live very close to the Wholefoods flagship store, and I used to wonder why people would go there and purchase products at twice the price,” Dushyant Baravkar says.

“That led to my curiosity about the products sold, how they were made and if they were sustainable. I met Vinita there while she was working with the United Nations on the ground with WHO, and she was experiencing first-hand the negative impacts of textiles and conventional cotton.”

Vinita has been fortunate to travel to many exciting destinations and experience the beauty of nature and world cultures. With a background in Health and a Masters’ in International Public Health, Vinita saw first-hand the disastrous health and environmental impacts of traditional cotton growing with farmer suicides, child labour, pesticide poisoning, congenital disabilities, harmful dyes and toxic waterways.

Initial days

In 2017, Dushyant and Vinita founded Bhumi to pursue their passion. With Bhumi, they have created a range of premium products made from organically grown and ethically produced cotton.

Dushyant says, “the inspiration if I had to summarise everything in one word would be – curiosity. I’m your stereotypical corporate financial services person. I spent much time in the United States, primarily in management consulting, before moving to Australia, where I have been with ANZ on the institutional side and then Australia Post, among other roles. 

One thing led to another; Dushyant and Vinita came to Australia, and Dushyant decided to leave ANZ because of his curiosity to start a socially conscious business. 

After they launched, they started visiting small markets and stores where they found a huge demand from local customers. Neither Dushyant nor Vinita had experience in eCommerce, but after a few years of success selling their products through physical stores, they eventually opened their first online store with Shopify.

Getting suitable product material has proved a big challenge for Bhumi as it requires much capital. They considered bringing on investors to provide this capital but were worried it might impact their ability to deliver social impact.

Dushyant came from a career in finance, so he was well aware of the challenges he would face when trying to scale Bhumi. 

“This is a very capital-intensive business,” said Dushyant. Bhumi’s suppliers required a 30 per cent upfront payment for all stock, and at the pace, they were growing, they always needed to purchase more inventory than they had the cash for; “we often missed out on potential sales as we didn’t have the stock to sell to customers who were ready to buy” says Dushyant.

Managing cash for both inventory and marketing is a tricky balance to strike: “the two biggest issues for cash flow are related to inventory and spending on marketing. You have to have both of these hummings in parallel”, says Dushyant.

Dushyant and Vinita explored the option of bringing on investors. Still, they were worried that giving up control of their company would hold them back from delivering on their social impact mission. 

“We wanted to grow organically, not taking on investors who would dilute the value of our brand and challenge our ethos”, says Dushyant. However, their need for capital did not go away “if we don’t get the funding we need, at the right time, it would be a big issue,” tells Dushyant.

The Bhumi team approached Wayflyer to discuss how they could find a solution to this problem. What appealed to them about Wayflyer’s offering was the ability to get the funds they needed to grow without giving up any control or ownership. Bhumi decided to take capital from Wayflyer to fund their inventory purchases and have gone on to take multiple rounds of funding for each order they make.

“We tripled our sales last year; we simply could not have done this without access to the right capital”, says Dushyant. This growth has also significantly boosted the social impact they deliver. Every Bhumi sale has a positive environmental and social impact, helping to fix many of the current problems in the textile industry. More sales for Bhumi means more social impact for people and the planet.

The vision

Dushyant has long had a passion for socially conscious enterprises and textiles. Dushyant’s vision for all businesses today is to have a purpose beyond profits. He firmly believes that companies should be financially sustainable and at the same time provide economic, social and environmental benefits to local and global communities.

Vinita and Dushyant knew it was time for positive change. Vinita’s background in Health and years in the field meeting with amazing NGOs, combined with Dushyant’s finance and technology background, has seen Bhumi grow into a global platform.

Making a difference with its efforts

According to the company, since Bhumi chose to use certified organic cotton over conventional (non-organic) cotton, 1,361,464k of driving emissions have been avoided, and 7,1910,375 days of drinking water have been saved, and 645,500m2 of land have been farmed without pesticides.

After the United States of America, Australia has the second-highest global textile consumption rate per person. Each Australian uses 27 kilogrammes of new clothing annually, and 23 kilogrammes of that clothing are discarded in landfills, making up 93 per cent of the textile waste produced, according to the Department of Climate change, Energy, the Environment and water.

Fast fashion, which refers to clothing retailers selling inexpensive, primarily synthetic garments inspired by the newest trends and intended to be worn for a brief period of time before being discarded and replaced by new garments once trends change, is a significant factor in this situation.

Second-hand clothing stores contribute to lowering landfill waste from textiles. There are 10,000 charity collection bins, 33,000 volunteers, and 5,000 jobs supported by Australia’s 3,000 charity and social enterprise retailers. However, more must be done to lessen fast fashion’s adverse effects and landfill waste from clothing.

More about Bhumi here; more on Wayflyer here.

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