Turning Adversity into Advocacy

Very few turn adversity into opportunity and fewer turn it into advocacy. Smitha Kamath was a successful polymer engineer in an MNC. But a personal family health scare forced her to change her career choice. She chose to become a champion of sustainable living.


Smitha founded PraanaPoorna Natural Products and PraanaPoorna Collective. Her company blends ancient wisdom with modern sustainability; challenges conventional norms and inspires a new paradigm in eco-conscious living.

The firm offers diverse products encompassing natural disinfectant cleaners, antimicrobial detergents, and skincare products. Smitha says the products go through minimal industrial processing thereby retaining the potency of raw materials.

Smitha’s journey began with a critical examination of the everyday products her family used. “I was inspired by my daughter’s problem with skin allergies and realized that everything you apply on your skin penetrates into the bloodstream,” she explained. This realization opened her eyes to the interconnectedness of our lifestyle choices and overall well-being. Her response was the creation of Praanapoorna Natural Products and PraanaPoorna Collective, ventures dedicated to revitalising handcrafted natural products and promoting sustainable lifestyles.

At the heart of Smitha’s philosophy is a deep belief in the principles of the circular economy, community production models, and utilising local resources to replace harmful petrochemical-based products. She emphasizes the importance of natural alternatives, developed using locally sourced raw materials. “Every product goes through minimal heat so that the praana, or vitality, stays in place. That’s what every skincare product must be – minimally packaged, minimally heated, minimally processed, for a sustainable skincare journey.”

PraanaPoorna Collective is not just a brand; it’s a mission to embrace nature’s vitality for ecosystem restoration. The collective’s products, described as “full of prana,” reflect a commitment to go beyond surface cleaning, focusing on reviving bio-based, locally sourced natural ingredients. These solutions are designed to be biodegradable, rejuvenating the soil and water sources they come into contact with.

Smitha’s vision extends to ensuring these products are effective and accessible. “Our R&D has helped make our products economical. Maintaining the retail margin while producing economical products is difficult, but we made it possible.”

Farmer and Lake Friendly

Central to PraanaPoorna’s product lineup are natural disinfectant cleaners and antimicrobial detergents that are non-toxic, effective, and environmentally friendly. These innovations are geared towards reducing water usage and preventing the detrimental effects on water bodies commonly associated with conventional cleaning products.

Smitha’s commitment to sustainability extends beyond her products. PraanaPoorna’s operations are geared towards minimizing ecological footprints. “We ship everything Plastic Free, reducing our plastic footprint by approximately 2.1 Kgs per product sold,” Smitha elaborated.

A key aspect of Smitha’s approach involves supporting local communities, particularly farmers. She explains, “Apart from these initiatives, I am also helping local farmers who are tied up with the Central Institute of Medicinal and Aromatic Plants.” This collaborative approach not only fosters community engagement but also ensures the authenticity and purity of the ingredients used in PraanaPoorna’s products. Smitha Kamath’s story is one of resilience, innovation, and dedication. Her journey from a concerned mother to the founder of an eco-conscious enterprise is a testament to the power of individual action in driving meaningful change. As PraanaPoorna continues to grow, it stands as a shining example of how businesses can thrive while prioritizing the health of both people and the planet.

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