A few years ago, it was common to see people using a bar of soap in all Indian

households. Gradually though, the bar soap started getting replaced with liquid soap in
many urban households. Using a bar soap was considered to be unhygienic and a
source of bacteria.

Forty-five-year old Sujatha Ashok argues this may be deceptive. “Several home
cleaning liquids are loaded with harmful and polluting substances, resulting in health
hazards. Allergies, asthma and sinusitis immediately come to mind,” she says.
“Whenever I used to see the house being cleaned using such liquids, I used to think of
the health hazards. I told myself that I will solve this problem through non-toxic, organic,
degradable and hygienic multipurpose cleaning liquids.”

With this aim in mind, she launched Metta Hygienics in Bengaluru in 2016. She has
invested Rs 41 lakh in the venture so far and started commercial production under the
brand ‘Zapall’ in February 2018. She is expecting a turnover of Rs 70 lakh for the next
year.

Ashok’s background is not one of manufacturing or entrepreneurship. “I am a commerce

graduate and worked for 19 years as an account manager. I also completed MSc in
Yoga for Human Excellence,” she says. “I have also been actively involved in women-
focused committees and welfare associations.”

However, raising funds has been one of her primary challenges. “Although we invested
Rs 41 lakh, the journey was difficult. We tried for MSME loans in several banks, but
didn’t get anywhere,” she says. “Finally, we had to raise funds from family and friends.
At present, we are still trying for working capital funds.” Besides the cash crunch,
Sujatha also faces competition from other brands such as lack of reach of
advertisements and overall market penetration.

“We can overcome these challenges with continued efforts by acquiring more
customers through active marketing, advertisement and distribution. We also directly tie
up with suppliers to ensure quality and punctuality and take diligent care of our
accounts,” she says. “I believe that if we sustain our momentum this way, there certainly
is potential to protect each home from toxic pollutants and also save water from being
polluted, which is precious,” she adds.

Despite being a young business, Ashok and her products have received a few
accolades such as being invited by the Federation of Karnataka Chambers of
Commerce (FKCCI) for membership of an association co-ordination committee and a
woman entrepreneur committee. “Though the company is in its initial stages, we have
received recognition because of the uniqueness of the product,” she explains.
She has also benefited from her interactions with the MSME Ministry. “I get all relevant
details from here, and also get connected with public sector undertakings by
participating in exhibitions conducted by the ministry and departments,” she says. “I can
also easily access industry news and upgradations through the seminars.”

By solving the challenges, growing the ‘Zapall’ brand and penetrating the market further,
“Metta Hygienics seeks to provide a single solution for the entire cleaning process of
homes, and make them safe and hygienic, all at reasonable prices.”