With the aim of transmitting a sustainable culture and encouraging green living, Beco, an environmentally friendly D2C brand for the home, kitchen and personal care, has hired an actor, a producer, a goodwill ambassador of the United Nations for the Environment and the Secretary General of the United Nations, defender of the Sustainable Development Goals, Global Ambassador IFAW (International Fund for Animal Welfare) Dia Mirza as the new Ambassador and brand investor. Through this strategic partnership, Dia Mirza will make its first investment in the Eco Friendly D2C startup space. This announcement follows Beco’s first fundraiser where the company raised Rs. 4 Crore in a fundraising round led by Climate Angels Fund and other investors with the aim of expanding into Tier 2 and level 3.
As a long-time advocate for sustainability, including in his role as an advocate for the SDGs, the actor’s dual engagement will strengthen brand positioning and increase consumer awareness of climate change concerns, and ‘why’ conscious consumption is the need of the hour.
Speaking about the association, Anuj Ruia, Co-Founder, Beco said, “Having Dia Mirza on board reaffirms Beco’s belief in promoting and defending sustainability through our business. His network and audience, coupled with his belief system as an environmentalist, will help Beco communicate his message accurately across a wide range of consumer segments.
Aditya Ruia, co-founder of Beco, said: “Dia Mirza is known to be an eco-warrior. What makes this partnership effortless is the fact that Dia has been one of our biggest and earliest supporters since the brand’s launch. Integrating her as a brand ambassador and investor seems to be a natural extension of our association and will allow us to assert more and more the importance of ecological alternatives on a much larger scale.
Ms. Mirza will play a pivotal role in Beco’s upcoming marketing efforts and champion the brand as the category definition in the kitchen and home care space. In addition to encouraging consumers to adopt an eco-responsible lifestyle, Beco intends to emphasize the durability, safety and durability of its products. Committed to reducing plastic waste, the association has been strategically aligned with the brand’s vision to leverage and garner support from the vast Indian consumer base.
Commenting on this association, Dia Mirza said: “For me, making sustainable choices in all aspects of my life has always been important and now even more so, with a young baby at home. I also strongly believe in the concept of conscious capitalism – where we must all begin to think about business collectively in a way that better reflects where we are in the human journey, the state of our planet and the innate potential of businesses to do. impact on the world-What makes me even more proud to be associated with Beco is that the brand not only reduces damage to the environment, but also accustoms the consumer to a way of life. greener and more conscious. The fact that thousands of pounds of plastic end up in landfills and the oceans will have untold ramifications for the environment and possibly our own well-being. We urgently need to choose earth-friendly products. It is important to change the modes of carefree consumption and I hope that together, thanks to this association, Beco and I will change mentalities and integrate a more eco-responsible lifestyle. ”
With a “green army” of over 150,000 strong, Beco has always involved the community in its environmental activities, such as beach clean-ups and exhibits. The company intends to continue its efforts to protect the environment by targeting a wider public.
Beco Co-Founder Akshay Varma said: “Dia Mirza’s contribution to raising awareness about the planet and spreading a conscious lifestyle resonates with our brand. With this association, our goal is to educate consumers about pressing environmental issues such as climate change and how a small change in their lifestyle can have a lasting and positive impact on our collective future.
Beco products are available on its website, on e-commerce platforms like Amazon, Flipkart, Big Basket, and Nykaa, among others. Their offline presence spans over 1,500 stores in India.
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