Cruelty-free, eco-conscious beauty products have become the new norm in the industry, but the toxic plastic these products come in continues to overflow landfills and adds to India’s pollution.

Abhishek Kumar, co-founder of The Switch Fix, a.k.a Meliorism Switchism Private Limited, is hoping to change that with his sustainable e-commerce platform for healthier, high-quality bath and beauty products that are shipped plastic-free.

“We knew something had to be done. We were reminded of the word “meliorism,” or the belief that the world can be made better by human effort. And so, the fix was as simple as making that switch to recycled and/or FSC approved paper,” says Abhishek of the venture he began in December 2018.

They use the WhatsApp Business app to interact with customers; the web version, quick replies, and labels are features they use frequently.

"From acquisition to sales and shipping support and after-sales, WhatsApp plays a very important role in faster and precise communication"

“The WhatsApp Business app has helped us optimize the purchase funnel by over 5 percent. It is also integral to enhance customer support. From acquisition to sales and shipping support and after-sales, WhatsApp plays a very important role in faster and precise communication,” says Abishek. “A customer had wanted to add a personalized message for his fiancée but forgot to do so. He contacted us on WhatsApp. We pulled out the order from the shipping queue and added a lovely message before dispatching it. We hope they remember us at their wedding.”

From playing Cupid’s helpers to doing their bit for the future of the planet, The Switch Fix team is trying to solve the plastic problem one order at a time.