If we look around with an explorative spirit, there’s intrigue everywhere around us. Curiosity doesn’t kill but rather helps us become innovators, disruptors and storytellers. This is exactly how Pracheta Bailey started her sustainable luxury lifestyle brand KĀLĪ. Coming from an events background, it was her keen desire to move towards ecological living that led to its inception. That and her connection with her husband. It doesn’t get cuter than this!
“The main idea behind KĀLĪ was a personal anecdote between me and my husband. We actually met because of a sustainable project back in Dubai,” Bailey revealed. “And for the past three years, I've been part of some of the biggest events in the UAE, which gave me that sort of freedom to look into materials with a microscope,” she added.
During her time in working at events, Bailey realised that these generate a lot of waste, which further made her gravitate towards a sustainable lifestyle. “I had quit my job in events and I was looking for more direction towards a more sustainable lifestyle for myself,” Bailey expressed. KĀLĪ’s flagship products currently are their candles.
However, when anything fast-produced is cheaper and easily accessible, building a sustainable brand has its set of challenges. “We had to make sure that everything that goes into the final product has a circular economic cycle, which means that on being disposed, it doesn't harm the environment but instead adds value to it. So when it comes to the packaging, we chose an orange peel fabric to secure our candles within the box. The fabric is decomposable, biodegradable and is also very, very good for your skin and your hair,” Bailey explained.
Many people would love to do good for the environment, but Bailey believes that when you share the story and the making of a product, it makes it even more special. Speaking of sharing stories, Bailey revealed why she chose the name KĀLĪ for her brand and it adds even more power to it. “When I was growing up I was bullied and called kali (dark-skinned) a lot. Knowing about Kali, the goddess, and the way that she's personified as Mother Nature and as this fierce woman, it kind of helped me channel that into a positive notion,” Bailey expressed.
While KĀLĪ looks like it is full of potential and on its way to building an army of patrons, Bailey credits it all to statistical planning, strategising and slow processing. “We believe that people need time with your products. When that goes well, you will see that there is a huge ROI (Return On Investment) on your investment,” Bailey points out.