One company in India is transforming this waste into useful products. Let’s learn more about it.
The History
Phool.co is an Indian biomaterials startup co-founded by Ankit Agarwal and Prateek Kumar in 2017. The company collects temple flower waste, which would otherwise be dumped into rivers, and repurposes it into useful products such as rose incense cones and Phool vermicompost. Phool is a brand owned by Kanpur Flowercycling Pvt. Ltd. Since its inception, the company has recycled 11,060 metric tonnes of temple waste.
However, the journey started earlier with a different company. In 2015, Ankit Agarwal and Karan Rastogi co-founded HelpUsGreen LLP, a social enterprise based in Kanpur, India. HelpUsGreen aimed to preserve the Ganges by “flowercycling” waste from places of worship and converting it into patented lifestyle products. The company also provided employment to rural women, promoting a circular economy.
In 2019, the two founders mutually decided to split and form separate entities. Following the split, HelpUsGreen LLP remained under the ownership of Karan Rastogi, while Phool.co continued its mission of manufacturing products from recycled flowers under Ankit Agarwal’s leadership.
The Idea
The idea of using waste flowers to create incense sticks and other spiritual products had always been in Ankit Agarwal’s mind. Since childhood, he observed people offering flowers in temples, only to see them discarded into rivers by the end of the day. This practice leads to the contamination of water bodies with toxins like arsenic, lead, and cadmium, polluting both rivers and groundwater.
Additionally, modern incense sticks are often made using charcoal, which releases toxic fumes when burned. All these factors motivated Ankit Agarwal to find a sustainable solution—one that he has successfully implemented through Phool.co.
How They Work
Based in Kanpur, Phool.co collects waste flowers daily from temples and mosques across Kanpur, Kannauj, and Unnao. The collection ranges from 4 to 11 tonnes per day, with the variation depending on religious practices. On special days like Tuesdays and Saturdays, flower waste spikes due to the worship of deities such as Hanuman and Shani Dev.
To streamline waste collection, Phool.co has set up designated bins in temples, encouraging devotees and temple authorities to dispose of flower waste responsibly. Collection vehicles transport the waste to the Phool facility, where processing begins.
Each morning, women from remote areas of Kanpur arrive at the facility to work. The company primarily employs women, providing them with sustainable livelihoods. Workers manually separate flowers from non-biodegradable materials such as thread, fabric, and plastic. Only the petals are preserved for incense stick production, and they are sorted by color. This process is entirely manual, generating significant employment opportunities.
The stems and buds, which are not used for incense sticks, are composted and sold as a separate product. The flower petals are then sun-dried, ground into a fine powder, and mixed with essential oils and water to form a clay-like texture.
The next step is rolling. The mixture is manually hand-rolled onto small bamboo sticks, which are left to dry. After drying, the sticks are dipped in essential oils again to enhance their fragrance. They are then dried one more time before being packed in eco-friendly packaging.
Beyond incense sticks, Phool.co is expanding its product range to include eco-friendly materials like plant-based leather and sustainable packaging solutions. As of 2024, the company is valued at *$23.2 million, with a revenue of *₹28.58 crore** in the financial year 2023.
Challenges
The journey has not been without obstacles. The first major challenge was convincing temple authorities to participate in the initiative. Initially, many were skeptical, fearing it was some sort of scam. Over time, however, awareness grew, and temples began cooperating by donating their flower waste.
Another challenge was pricing. Phool’s floral incense sticks are often three times more expensive than traditional charcoal-based incense sticks. However, as public awareness of environmental and health issues increased—especially during the COVID-19 pandemic—more people began choosing sustainable alternatives.
Conclusion
Phool.co is one of the first startups in India to use waste flowers as raw materials for producing eco-friendly incense sticks. The company has inspired many small-scale entrepreneurs across India to adopt similar sustainable practices.
With around 4,000 cities and towns in India, the potential for waste recycling and circular economy initiatives is immense. There is always room for improvement and innovation in converting waste into valuable products.
As responsible citizens, we should support such startups that positively impact both the environment and marginalized communities. Their work not only benefits nature but also brings economic empowerment to many. By encouraging these sustainable businesses, we contribute to a cleaner, healthier, and more sustainable future.
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