The idea behind Thooshan is to replace single-use plastics at all events in the country and abroad, with his eco-friendly cutlery
Thooshan, an environmentally-conscious cutlery brand, is headquartered in Ernakulam, Kerala.
Vinaykumar Balakrishnan exemplifies how passion can serve as a catalyst for innovation. After enjoying a successful career in various domains, including the Railways, Army, and more recently, banking and insurance, he had aimed to retire at 45 and embark on a globetrotting adventure.
At the age of 46, he stepped away from the corporate hustle in the hope of a peaceful retired life. But, does the walker choose the path or the path the walker? In Balakrishnan’s case, it seems to be the latter. Precisely why, soon after his big decision, he founded Thooshan, an environmentally-conscious cutlery brand, headquartered in Ernakulam, Kerala.
Presently, it is the only brand in the world that crafts edible, biodegradable plates from wheat bran.
Vinaykumar Balakrishnan and his wife Indira. (Supplied)
In 2013, upon returning from Mauritius, after a successful stint in an insurance company, Balakrishnan and his family took a bold step towards a more sustainable lifestyle. They made their home in Kakkanad, Kochi 100% solar-powered.
He reminisces, “From day one, we are using biogas, and we follow vigilant waste management practices, including the segregation and responsible disposal of plastic waste. We as a family have always believed in being eco-friendly.”
Balakrishnan’s experience in Mauritius left an indelible mark on his perspective towards sustainability.
He shares, “Mauritius is a very, very clean country. You will not find a single piece of paper on the road, nor plastic of any kind; not even a bottle cap.”
This profound commitment to cleanliness and waste segregation in Mauritius became deeply ingrained in him. When he observed piles of plastic waste choking the residential area of Kakkanad where he lives, it upset him.
Balakrishnan’s journey into the world of eco-friendly cutlery was not premeditated.
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“It came by accident. I’m not a science enthusiast or anything. But I always wanted to do something for the environment and for my country,” he tells South First.
In 2018, Balakrishnan attended a party in Dubai where he was served food on edible biodegradable plates. Intrigued by this innovation, he discovered that a Polish company manufactured such plates. Eager to bring this eco-friendly concept to India, he reached out to the Polish company, but they dismissed his proposal.
“Undeterred, I embarked on an extensive research into available agricultural waste materials in India, such as wheat bran, rice bran, paddy husk, corn waste, and rice bran waste,” he shares.
The entrepreneur’s singular goal was to find a way to transform these materials into plates or other plastic alternatives. The quest led him to a science exhibition in Kochi where he noticed a stall presented by CSIR (Council of Scientific and Industrial Research) featuring a plate made from coir.
“I learnt from discussions with the team that it was primarily for research purposes and not meant for commercialisation,” he adds.
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Balakrishnan proposed his ideas to the CSIR director, who expressed interest. What followed was a meeting with CSIR team which agreed to collaborate. But, they required funding for the research.
Vinaykumar invested ₹5 lakhs in the project, and an additional ₹10 lakhs for machinery since they lacked the necessary equipment for plate production. Numerous experiments were conducted.
“In my family, it was only my wife, Indira, who stood by my side when I made the decision to invest in this venture. Everyone else voiced their doubts. They thought I was making a mistake and that I shouldn’t be squandering my hard-earned money,” he reveals.
Years of dedication and collaboration bore fruit in 2018 when the first eco-friendly plate made from wheat bran emerged from the lab.
“The scientists gave the go-ahead for mass production shortly after, and I got all the certifications and licences as required, but then the pandemic happened which slowed things down,” he recalls. But, nothing paused the pursuit of his dreams.
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Production ramped up to full capacity in 2021, leading to the birth of Angamaly-based VIR Naturals, whose eco-friendly cutlery was branded under the name ‘Thooshan’, which is a derivation of the word ‘thooshanila’, meaning plantain leaf in Malayalam.
Thooshan has already established its presence in a range of dining settings, encompassing private gatherings, environmentally-conscious weddings, and corporate events.
The company manufactures 1000 large plates and 3000 small plates daily. Vinaykumar acknowledges that the demand for their products, while not staggering, remains consistent enough to warrant continuous production and stock maintenance.
He elaborates, “There are times when unexpected orders come our way, such as the G20 event in Kumarakom. We were suddenly tasked with supplying 3000 plates for the program in March or April. Our plates and straws were used throughout the event.”
What sets Thooshan’s products apart is their versatility. Beyond their eco-friendliness, the plates and straws serve multiple purposes. They are biodegradable and have a long shelf-life, and can be consumed or utilised as fodder, organic manure, or even fish feed.
Balakrishnan emphasises, “My products are entirely waste-free. I source wheat bran, which is the most nutrient-rich part of wheat, typically discarded as agricultural waste, from mills in Angamaly to create our plates.”
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During the production process, no water is introduced to the wheat bran. Plates damaged during manufacturing aren’t discarded. They are recycled to craft new plates. At every stage, Thooshan ensures that there is zero wastage involved.
“Our larger plates are priced at ₹10 each, while the smaller ones come in at ₹5 a piece. Additionally, a set of 100 straws made from rice flour is available for ₹150,” he informs.
Thooshan was the national winner of RAFTAAR ABI for Innovation in Agricultural Products in 2021, Special Jury Award at the FICCI Agri Startup Summit and Awards in 2022, and the esteemed EY Climathon 2022 Award, among several others.
“I was also invited to meet the honourable Prime Minister of India during PM Kissan Sammelan in 2022, and was extended an invitation by the Government of Jammu and Kashmir during the Kashmir Expo in the same year,” Balakrishnan beams.
Embarking on the journey of an eco-warrior entails distinct challenges. Thooshan’s plates aren’t your everyday product. Nevertheless, Balarishnan envisions a future where they can replace plastic plates, particularly at weddings and events.
“It’s crucial for people to grasp that it’s our collective societal responsibility to phase out plastics and safeguard our environment. When innovative products like ours emerge, shouldn’t we, as a society, actively encourage their adoption?” he emphasises.
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Profits are yet to be made even though the brand has a visible presence.
“The challenge I face is that I’m not a conventional businessman. Despite the brand’s recognition, I’m grappling with significant losses. It seems that there’s resistance among the people of Kerala to embrace new products. The first instinct here is often to criticise when something new enters the market.”
He acknowledges that the demand for high-quality products at low prices is a combination that isn’t always sustainable.
“We’ve decided to introduce plates crafted from paddy husk, which will offer a more cost-effective option compared to those made from wheat bran. My entire life savings has been invested in this venture. I’m hopeful that this move will help turn the tide for Thooshan,” he shares.
Despite these challenges, Thooshan’s eco-friendly products are gaining popularity in countries like Australia, Canada, Hungary, and Mexico.
Balakrishnan is determined to keep pushing forward, even as he faces financial challenges to expand his product line.
