THE NEXT, SUSTAINABLE MODEL OF RETAIL
WE TACKLE
OCEAN PLASTIC AT THE SOURCE.
01
REFILL
We set up refill tricycles selling basic food items and homecare products. Low-income customers can purchase small quantities of goods in reusable containers, whilst paying a lower per-unit price due to reduced costs in distribution and packaging. With over half of Indonesia's population purchasing most of their goods in tiny portions, so-called sachets, this is a huge market.
02
REUSE
Customers get informed via an ap about the arrival of the tricycle. They can bring their own containers, or purchase reusable containers in different sizes, designed to suit the needs of low-income customers: These allow users to control their portion size, so as not to use too much product, and are stackable to suit limited storage space. They can be reused over 100 times and recycled at the end of their life.
03
REMOVE
This will prevent a large amount of packaging plastic waste from polluting the ocean, blocking drainage systems, and straining landfills. Unlike other solutions, our Siklus cuts out plastic waste from entering the system in the first place. Plus, we are focused on the most common polluters, namely low-value plastics used by communities lacking waste management systems.
TWO CHALLENGES ONE SOLUTION
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PLASTIC POLLUTION
By 2050 there will be more plastic than fish in the ocean. Ocean plastic has devastating consequences for our ecosystems, economy, and health. Marine animals die of entanglement or by ingesting plastics, blocked drains lead to flooding, and microplastics have already entered our food chain. Indonesia is the second biggest polluter of ocean plastic in the world. Within Indonesia, much of the plastic that ends up in the ocean is low-value as there is no incentive to recycle it, and plastic originating from low-income communities that are excluded from waste management services. The typical Indonesian uses 30 sachets per week. Our solution provides a new, sustainable model for the next generation of retail.
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POVERTY TAX
The majority of Indonesia’s population buys products in small sizes, e.g. one sachet of detergent for one laundry. As 15% of the price of these products come from packaging, this leads to a so-called poverty tax: Vulnerable populations are trapped in an unfavorable consumption pattern. They are cash-constrained from receiving their wages on a daily basis, they don’t have space to store larger quantities, and they are concerned about wasting product due to the design of conventional bottles. The result is that they pay significantly more for small quantities of everyday necessities. We aim to break this cycle by delivering products at low-cost and in small sizes to low-income communities.
OUR SOLUTION
Siklus tackles plastic pollution at the source by avoiding plastic waste in the first place and making everyday necessities more affordable for low-income communities. We replace non-recyclable sachets with refill tricycles, where customers can purchase small quantities of rice, oil, and homecare products. Customers can fill up the product in our reusable containers. The containers are designed to allow them to manage their portion size and fit limited storage space. The unit price will be up to 10% cheaper. Customers can find out about arrival of tricycle, pre-order, and pay using an app. This data will give valuable consumer insights to brands. Further, Fast Moving Consumer Goods companies (FMCGs) are facing huge pressure to tackle their plastic waste, and many have made commitments to reduce their plastic use by 70%. We offer them a solution that is equitable, sustainable, and scalable.
MEET THE TEAM
Jane von Rabenau
CEO & Founder
Jane’s professional background is at the intersection of behavioral economics and international development, and she has spent most of her career working on projects targeting low-income populations. She completed her Bachelor at LSE, and her MPA at Harvard, both with scholarships. Her mission is to disrupt the way retail is done at the Bottom of the Pyramid.
Ivana Rachmawati,
Head of operations
Ivana is an economist with a passion for public policy and social impact. Previously, she worked as a Financial Analyst in Bank Rakyat Indonesia, the largest Indonesian state-owned bank. She completed her Master in Public Administration and International Development from Harvard Kennedy School.
Ratnika Prasad,
Head of strategy
Ratnika is an environmental economist and businesswoman, who is currently completing a joint MBA and MPA at Harvard. Ratnika has matched her extensive private sector experience working as a management consultant with Bain and Company with her passion for sustainability through work with the World Bank’s Forest Carbon Partnership Facility and Circulate Capital.