SME  /  SUSTAINABILITY

By FedEx | First published: July 28, 2022   Updated: October 17, 2025

Discover how to build a sustainable e-commerce platform that puts customers and the planet first with Radhika Ghai, the founder of India-based beauty and well-being site Kindlife.

As consumers become more environmentally conscious, they’re considering not just what they buy, but also how they make purchases.

Today’s shoppers are increasingly drawn to sustainable e-commerce platforms that reflect their values and support environmentally responsible practices. In fact, about 68% of APAC consumers are willing to pay more for sustainable products, despite concerns about high costs.

But what does it take to build an e-commerce platform that prioritizes people and the planet? To find out, we spoke with Radhika Ghai, the founder and CEO of Kindlife, an India-based beauty and well-being ecosystem that connects mindful brands with eco-conscious consumers.

What inspired you to become an entrepreneur?

Radhika Ghai: I started my entrepreneurial journey many years ago. I knew I wanted to create something that made a lasting impact. I had previously founded ShopClues in 2011 to bring the Indian market online, creating an e-commerce marketplace targeting the 400 million consumers living in the tier-two and tier-three cities of India.

Kindlife was born from my search for kinder products that help reduce our impact on the environment. I realized that brands had certain values around sustainability that consumers shared as well, but there was no platform bringing them together.

What were your biggest challenges when you first established your business?

Every day is challenging and exciting when you’re building something. It’s not easy, but it’s very rewarding. You have to constantly experiment, evaluate, and learn from failures. Finding the right team becomes critical. I’ve known my co-founders for almost a decade now, so working with them is very easy. The three of us bring different skills and strengths to the table, and that really helps.

Your website is more than just a product portal – it’s a community. How does that help gain consumer loyalty and trust?

We strongly believe that any step, big or small, should be a kind one. Consumers want to make better choices, but they don’t know where or how to start. In our community, there’s an opportunity to learn from experts, exchange ideas, and share experiences with others. When curating brands for Kindlife, we review certifications and ingredients for every product. If it’s not kind, it doesn’t make the cut.

Is India a nurturing market for SMEs, and what do you think helps businesses get ahead here?

If we were talking about market conditions in India in the early 2000s, my answer would be totally different. The Indian market has come a long way, and digitization has played a large part. There are ample opportunities in every sector, and having an online business is much easier. Consumers are increasingly shopping online and constantly seeking new homegrown brands, innovative products, and formats. Today, SMEs can gain real traction in India’s growing market.

Your business model is a fairly new one in the retail space. Do you see customer-centric businesses like yours as the future of consumer retail?

Well-being is the new norm, and it will be a key theme over the next decade. Even traditional fast-moving consumer goods (FMCG) giants are launching eco-friendly products and factoring in their environmental impact. Since launching in December 2021, we have amassed more than 400 brands and over half a million monthly visitors. These numbers reinforce what we stand for.

What is the most important factor in increasing website traffic and reaching new audiences?

We’re building an ecosystem, and for us, that means running a series of initiatives to build connections and extend our reach. We do a lot of content partnerships with influencers, experts, and other platforms. For us, building an authentic brand that resonates with consumers is very important.

What advice do you have for small businesses that want to be more environmentally sustainable?

Operationally, there’s a spectrum of choices you can make in running a business that range from non-sustainable to sustainable. It’s important to pick and choose the changes you can make. From sourcing to packaging, choose what works for you and your business, and start from there. Even small changes matter.

Finally, what are your top three tips for a start-up launching an e-commerce business today?

Every business is different, so it’s tough to have a playbook. But first, I’d say understand your customer: what they are looking for, how your platform will help address their needs, and what makes you different from the competition. Secondly, work with the right resources and minimize unnecessary overheads. Finally, be kind to yourself – failures are bound to happen, but you can always start over the next day!

Building a kinder, greener future with FedEx

As conscious consumption becomes the norm, sustainability will become the standard by which every business is measured. Small businesses looking to grow can take inspiration from sustainable e-commerce platforms like Kindlife, which has demonstrated that business growth and environmental responsibility can go hand in hand.

At FedEx, we’re committed to supporting businesses on their journey towards sustainability. We encourage green e-commerce practices through eco-friendly packaging solutions and tools like FedEx Sustainability Insights, which helps businesses track their shipping emissions and understand the impact of their logistics choices. Together, we can move e-commerce towards a cleaner and greener future.