In a world increasingly turning towards sustainability, one woman from Kerala decided to go
all in — using waste to build a purpose-driven brand. Maria Kuriakose, a young
entrepreneur, turned discarded coconut shells into elegant, eco-friendly products under her
brand Thenga — meaning “coconut” in Malayalam. Today, her startup is not only promoting
conscious living but also supporting local artisans and reducing waste, one coconut bowl at
a time.
How Maria’s Early Life Shaped Her Eco-Mindset
Maria grew up in Thrissur, Kerala, in a region where coconuts were part of everyday life.
After pursuing her MBA in Mumbai and working at a corporate firm, she realized the stark
contrast between urban consumerism and her simpler roots. While working in the
developmental sector, she got to explore sustainability and its potential impact, which sowed
the seed for Thenga.
How the Idea of Thenga Took Shape
The turning point came when Maria noticed the sheer volume of coconut shells being thrown
away after use. In coconut-rich Kerala, these shells were abundant — but underutilized.
Instead of letting them go to waste, Maria saw an opportunity to transform them into
beautiful, reusable household products.
She began experimenting and eventually launched Thenga, offering eco-friendly alternatives
like coconut bowls, spoons, planters, candles, and more. These handmade products, crafted
by local artisans, gave a second life to what was once discarded.
How Local Artisans Became the Backbone of the Brand
One of Maria’s biggest goals was to empower rural communities, especially traditional
artisans. By partnering with them, she ensured her products stayed rooted in Indian
craftsmanship. Thenga works directly with local artisans who clean, cut, and polish the
coconut shells into durable, attractive items. This model not only supports sustainability but
also creates livelihoods.
How Thenga Grew with Zero Waste and High Impact
All Thenga products are 100% natural, biodegradable, and made without any harmful
chemicals. Even the packaging is eco-friendly, aligning with the brand’s mission. Since
launching, Thenga has expanded its product range and customer base across India and
even internationally.
What makes Thenga stand out is its zero-waste policy. Every part of the coconut shell is
used efficiently. The brand has received massive love from eco-conscious customers who
appreciate products that are stylish, sustainable, and support local communities.
How Challenges Only Strengthened Her Journey
Like any new venture, Maria faced her share of challenges. Educating people about
sustainable alternatives and competing with mass-produced plastic products wasn’t easy.
But her strong storytelling, ethical practices, and beautiful product design helped create a
loyal customer base. Social media and word of mouth played a huge role in building visibility
and trust.
How Thenga Is Inspiring a New Wave of Green Startups
Maria’s journey is a perfect example of how a simple idea, backed by passion and purpose,
can spark real change. Thenga is now a symbol of how sustainability and entrepreneurship
can go hand in hand — offering consumers a guilt-free, eco-conscious way to shop.
How The Marketing Mirror Celebrates Stories Like These
At TheMarketingMirror.com, we shine a spotlight on inspiring journeys like Maria
Kuriakose’s — stories where innovation meets impact. Her journey with Thenga proves that
building a successful business doesn’t always need complex ideas — sometimes, it just
takes a coconut and a clear vision.
Stay tuned with us for more such inspiring startup stories that are shaping a better, greener
world.
