Innovative Engineer Reduces Product Waste with New Idea

The Solution to Food Wastage: Giving FMCG Products a Second Chance

Have you ever wondered about the destiny of everyday essentials that fail to attract buyers? How many of these products end up in landfills just because they are nearing expiry? These questions troubled Milind Shah, a 29-year-old software engineer with a family background in the FMCG distribution business in Kolkata. Despite a successful stint in Amazon's software development department, the issue of massive food wastage plagued him.

Being aware of the staggering 69 million tonnes of food ending up in landfills due to supply chain mismanagement, Milind felt compelled to take action. In 2019, he left his job to join his family in their FMCG distribution venture, aiming to tackle the growing problem of wastage in the industry.

His venture, 'Gauraa,' emerged as a solution to the existing inefficiencies in the supply chain, with a vision to reduce overall wastage. Milind's dedication led to the establishment of a platform that gives products nearing expiration a second lease on life.

The Crux of the Problem

Retailers often impose strict rules on product shelf life, leading to the rejection of goods that don't meet these criteria. Approximately 10 percent of the products procured by Gauraa from brands end up being rejected by retailers and eventually wasted in landfills. Milind realized the need to bridge this gap and started advocating for the acceptance of viable products that slightly exceed the defined shelf life percentages.

A Unique Business Model

Gauraa's innovative model involves selling products with reduced shelf life or damaged packaging at a 50 percent discount. Partnering with major brands like Hindustan Unilever and Haldiram's, Gauraa retails these products on prominent eCommerce platforms like Flipkart and Amazon.

Although initially challenging, convincing consumers that these products maintain quality despite lower shelf life or minor defects proved successful. Partner brands, including Haldiram's, praised Gauraa's approach for efficiently clearing excess stock that would have otherwise gone to waste.

Browsing through Gauraa reveals a diverse range of products, including juices, grooming items, household essentials, and more, all rescued from potential wastage by conscientious consumers.

With an impressive impact of saving 2,500 units of FMCG products from Indian landfills monthly, Gauraa stands as a beacon of sustainable consumption in the face of rising consumerism and waste generation.