Anju Rupal
BOE, The Business of Everything, interviewed the inspirational Social Entrepreneur Anju Rupal, as she announces the launch of her new skincare line Abhati, where 50% of proceeds go towards to improving the lives of many people.
BOE: Tell us about your background
Anju Rupal: I was born in London, of Indian origin and moved to Switzerland in 1987. I worked as a Policy and Social worker with victims of domestic violence in the UK and Switzerland, and then launched Finaxis AG in 2001, a financial service company, after which I went on to co-found Swiss Medi Kids, the first privatised walk in clinic for kids in Zurich. I also served on the board of WeForest with a vision to restore ecosystems and am now embarking on a new hybrid venture in the social entrepreneurship space, launching the skincare line called “Abhati.”
«Almost 40% of the world’s population has no access to sanitation that ensures health, physical safety, privacy and dignity.» Anju Rupal
Was there any one experience which began your journey to launching Abhati?
All my paths have come together and created Abhati. My global network of friends. Empowering women (I mentor young entrepreneurs now) about lessons I learned the hard way on my journey to become an entrepreneur. And my visit to India at the age of 22 for the very first time where one day I was tapped gently on the shoulder by a young Indian mother who asked me if I could look after her two babies. Embarrassed, she explained she needed to look for a quiet spot to go to the toilet. My travels to India and other developing countries have shown that there is a taboo about not having access to safe sanitation and also a behavioural shift needs to take place through education. Generations are used to open defecation.
«We’re obsessively natural, with spirited simplicity, luxurious with not being over-the-top.»
Almost 40% of the world’s population has no access to sanitation that ensures health, physical safety, privacy and dignity. For want of a toilet, billions have no option but to defecate in buckets, plastic bags and public places in and around their communities. 20 odd years on I knew it was time for me to address this issue and use the skill sets I’d developed.
What is the inspiration behind the name?
Abhati means in ancient Sanskrit. Splendour, Light. We wanted a skincare line that didn’t compromise on quality ingredients and design and also make a social impact with the brand.
What is the mission of Abhati?
What we don’t discuss, we can’t improve. To educate through: “One Hand Washes the Other.” We’re obsessively natural, with spirited simplicity, luxurious with not being over-the-top. But the nurturing doesn’t stop there. By purchasing an Abhati product, you are making a contribution to dignity. 50% of our proceeds will go to the Abhati Birthright Campaign to improve sanitation and buy toilets for schools.
«50% of all proceeds are set aside to improve sanitation and buy toilets for schools.»
What is unique about Abhati?
The collaboration of a global team to gift their skillsets from the beauty industry to solely make an impact. We wanted to make the ugly sister in sanitation “toilets” still very much a taboo and rarely talked about, sexy. The beauty industry is sexy and yet very self-centred. We went out to change this and I believe Abhati is probably the only skincare line set up with the clear goal of making a social impact.
50% of all proceeds are set aside to improve sanitation and buy toilets for schools. To scale fast, Governmental boards will be asked to partner and match our funds. Our grassroots research has shown that toilets alone won’t help but that generations and generations of open defecation needs to be broken.
How?
A behavioural shift through education needs to take place. We embed in the school curriculum the importance of safe sanitation, effective handwashing programmes where the students teach further their elders. “One hand washes the other”.
Tell us about the skincare line and the “one hand washes the other” movement
Abhati One Hand Washes the Other and the entire line of Abhati products have been created and developed with nature in mind, from the ingredients to the packaging. Your skin will be cleansed, pampered, and receive “peak” protection from the selected biological herbs of plants native to the Indian Himalayas and the Swiss Alps. The luxurious recipe combines traditional remedies like anti-oxidizing moringa oil from India and soothing antimicrobial Swiss Alpine edelweiss, along with other natural extracts. All made with love in Switzerland.
«»One Hand Washes the Other” means: everyone has to invest their time or money to make a change.»
Our team of cosmetic chemists worked over three years giving their spare time in developing the Abhati line. Designers, lawyers, Universities have also shared their knowledge and supported us. We’ve partnered with NGO’s who do fabulous work in developing countries but lack the funds to carry out their work. Abhati partners only with efficient NGO’s with a sustainable approach and an “ability to deliver on the ground”. Our principles are local partnerships, community ownership and long-term infrastructure maintenance.
“One Hand Washes the Other” means: everyone has to invest their time or money to make a change. The poor as well as Governmental boards. We will deliver the tools that are missing but want fair and open transactions with mutual respect. I believe this works better then just giving charity. Our start up funds will be crowdfunded via Indiegogo.
- Indiegogo is the first place where we sell our product in 2013.
- We wanted to engage and grow our supporters for the Abhati movement via Indiegogo and say a special thank you with our launch product “One Hand Washes the Other” hand wash. Our beautifully designed state-of the-art packaging in your home bathroom will serve as a reminder of our movement.
- Step by step we’ll launch further products from the Abhati skincare line. Velvety skin creams, serums, exfoliaters.
- Our supporters get to decide which product gets released.
Wash your hands to make a difference.
What has been the most exciting part of your entrepreneurial journey so far?
Certainly this project. Tweaking around the business model with renowned thought leaders.
What has been the most challenging part?
Communication: How do you communicate a high end beauty line attached to a cause around toilets?
Who or what has been your biggest inspiration?
My family and my mentors Muhammad Yunus & Paul Polak.
What are your plans for the future?
That Abhati becomes a game changer, thought leader, rule breaker and style maker. Using our passion to contribute to humanity.
When you look back on life, what would you like to be remembered for?
Having been useful… And my warped sense of humour!
If you could be stuck in an elevator with anybody, who would it be?
A lift mechanic, who can get me out as quick as possible.