Phool (‘flower’ in Hindi) is a fast-growing social enterprise in Kanpur and one of the clearest examples of the Alquity virtuous circle at work. The Foundation backed Phool as a Transforming Lives Award winner in 2019, with a loan to help it grow, and we have followed its journey ever since.
Every day its team of Flowercyclers collects tonnes of flowers discarded by temples and recycles them into charcoal-free incense, keeping waste out of India’s rivers. The workforce, mostly women from disadvantaged backgrounds, has grown from 220 to more than 400 in under two years, with around 95% sales growth expected in 2025 and a first year of EBITDA profitability in sight. Phool now runs 14 units across Uttar Pradesh and Bihar, and fielded 75,000 Diwali gift-box orders in a single season.
Its next chapter is Fleather, a leather alternative grown from flower waste through solid-state fermentation. Having solved the tensile-strength challenge, Phool can now produce sheets up to four feet square and is sending
Phool is also part of how we invest. For four years running we have sat down with the Flowercycling team for a consumer panel, hearing first-hand how workers see the economy, prices and their children’s prospects. That grassroots view feeds straight into our emerging markets research, the same on-the-ground work we do on every company we hold.