India, Feb. 21 -- IIM Calcutta alumni Nikita Barmecha and Udit Sood shared a long-standing love for nature's goodness and the belief that sustainable choices should fit into everyday living. In practice, however, eco-friendly products struggled to scale in India. Even basic reusables like cotton totes remain niche.

Barmecha soon realised that, across food, fashion, or accessories, most everyday products carry an environmental cost most brands don't design for. Sustainable alternatives are often expensive or impractical. Affordable options often treat sustainability as a surface-level cue, falling short on design, durability, and real-world impact. That gap led the duo to launch Ecoright in 2019, combining utility with reasonable pricing ...