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The Story of the humble Soap Berry

Almost all of the North, it goes by the name Aritha/Reetha, but this magical berry goes by many names in the South of India. From Boondi kottai/ponnankottai/Noikottai (kottai is nut in Tamil) to Punnankotta in Malayalam to Kookatakayi in Kannada to Kukudu Kayalu in Telugu.

Usually found in dry, deciduous forests and margins of grasslands, this little berry was part of almost every Indian home till the time detergents became the norm in our homes. Our grandparents used it for almost all their cleaning activities, floors, bathrooms, dishes, clothes and especially silk. Its wonderful properties are many, and today, the humble soap nut berry is an important part of our product development at Wild Ideas.

ETHICAL HARVEST

The soapnut tree is tall and grand and we are always in awe when we harvest its berries. Ethical harvesting is taught and practiced, and so at all times, we ensure to not over harvest. November to March is the flowering-fruiting season, and at the onset of summer, they are harvested, dried, and the shell separated from the nut before pounding and powdering it.

Our laundry wash powder, dish wash powder, dish wash bar, hair care powders, body wash powders all have the goodness of soap berries in them. Hope you join us in using and celebrating one of nature’s greatest cleaners.

#Dish Wash Powder #Laundry Powder #Sparkle #Herbal Hair Care Powder

The Colourful World of Product Labelling

As a rural livelihood project, our challenges have been unique. When we embarked on creating wonderful alternatives using natural ingredients and native knowledge, little did we know that we would be turning conventional wisdom of product labelling on its head.

For most people, a product label is all about how the world outside sees and perceives the brand. It is important for us too–we wanted our customers to perceive Wild Ideas as a world class brand. But for us, we had another challenge that was more pertinent and critical.

How do we get the women to identify the different products and paste the right label? Most of our women have never been formally educated. Many haven’t seen a school. This is where colours came in. Each label was designed in a way that easily differentiated it for the women who were packing it and provided a clear product identity. When one of our women sees the pink lily she knows – “Ah ha! its our Dish wash powder.” The “Fern” leaf representing the “I” of Wild takes on various colours depending on the product. The vibrant colours on our labels tell the story of the land with the hills and streams, flora and fauna, and so much more that is unique to Tiruvannamalai and the women of Wild Ideas!

#Rural Livelihood Project #Tiruvanamalai #Women Power

The Art and Craft of Palm Weaving

Palm–the state tree of Tamil Nadu–is perhaps the most underrated tree. An indigenous tree that like the Neem “just simply grows”. No demands. No asks. It is perfectly suited to this geography and has been part of our lives from days gone by. That it supports a range of livelihood is little known outside of Tamil Nadu, where it is called “celestial tree” as all its parts are useful, and not just for making some amazing handicraft items. History books relate the use of palm in its varied forms in art, culture, ritual and every day life.

Newly germinated seeds form fleshy sprouts below the surface is highly nutritious just as the mature seed’s hardshell hides a crunchy kernel that tastes like a sweet water chestnut. In ancient times, dried palm leaves were used to write manuscripts.

Three years ago when when we noticed that Palm trees were being cut since there no longer “any use for them” we were taken aback. The reasons were many. There was the lack of skilled people to climb the tree in addition to the inability to access markets that valued these beautiful products which meant that weavers were out of work. Wild Ideas stepped in and decided to set up a weaving unit to revive this craft. And thus began our journey with Palm leaves. From knowing close to nothing about palm weaving to having a strong weaving center with exceptional utilitarian designs we have been able to continue a craft that is deeply rooted in the culture and tradition of the people of Tamil Nadu.

#Palmistry #Karaikudy #Chettinad

Pit Pastes

“What an awesome product! I am loving the Pit Pastes. They are gentle on the skin and the subtle fragrances linger all day! As a first time buyer, couldn’t make my mind about which of the 5 to buy, choice was made simple with this mini set which is perfect not just to sample, but also to carry in your vanity pouch or handbag and for travel!!”

– Mehala Kumar

Wild Ideas Products

“I bought several Wild Ideas products from Lagom World, and I’m in love with the entire range. The soaps are fantastic and the Tulasi Massage Oil is outstanding. My personal favourite is the Neem Body Wash. What I like is that they are reasonably priced, chemical free and smell divine. This makes them great gifts. Plus, for the price, the quality is excellent.”

– Nalini Nanjundayya (Rotarian and Co-Founder ‘Just Speak’)

Vadams

“The Wild Ideas vadaams are simply too good. They simply melt in your mouth. I love their variety too which includes millet vadaams. Try them!

– Shantha Balachander (Homemaker)

Household Cleaners

“I started purchasing Wild Ideas products from Lagom World in November last year. My idea is to slowly replace every chemical-laden daily use products at home with these natural products. My detergent is now fully replaced with the Wild Ideas laundry wash liquid. Similarly the bathroom cleaner and floor cleaner are also used a lot at home. As are the handmade soaps for bath and laundry. I have purchased the brass cleaning powder and the handwash liquid as well. And now I can’t wait to try out their new range of products. With every purchase, I get to contribute to the lives of disadvantaged women in rural Tamil Nadu.”

Suma EP

Dishwash Bar Soap

“My hands don’t burn and vessels are sparkling clean.”

– Sumathi (House Help)

Hair care products

“As a person with unmanageable curly hair, the Wild Ideas products have helped greatly. The Earth oil and hair care powders together have made a huge impact and a visible difference can be seen. For the first time my hair has a shine, isn’t as frizzy as it used to be, and grows much faster. Finding the right products for my hair has always been a challenge and to be able to be a part of such an initiative which benefits rural women, the environment and me is something I’m keen on continuing with.”

Yasha Chandradeep (Student)

Sangeetha

“Wild Ideas is my family. I am so fortunate to be part of this group of women. While we all have individual responsibilities and problems to deal with back in our homes, being together with my colleagues at Wild Ideas means that I have a strong support structure to lean on. There is a lot of concern for each other. If I do not turn up for work one day, I would be flooded with calls and enquiries from my colleagues asking whether everything is fine and if I require any help. Among other things, this is what I like about Wild Ideas.”

– Sangeetha

Kalaivani

Seven years back, Kalaivani’s husband, a tailor by profession, abandoned her and disappeared overnight after failing to repay a hefty loan of Rs. 6 lakhs. She was left alone to face the relentless pressure of debtors. Added to this was the torment from villagers who heaped insults on her. It was at this time, she came to Wild Ideas, desperate for any job. In the last five years, Kalaivani has gone from strength to strength. From a woman reeling in abject poverty, she has quietly and very determinedly charted her way out of her problems.

Today, thanks to financial literacy and discipline inculcated in Wild Ideas, she has repaid her husband’s debt. Her two children are not only fed but pursue studies with the help of the education sponsorship program of Wild Ideas. From a woman who felt she had no social skill she now interacts, quite confidently, with individuals as far-ranging as tailor machine mechanics to bank clerks. But more importantly, Kalaivani sees a future ahead of her and she is convinced that she can move forward.

Anjali

“I will never forget the annual trips that we undertake in Wild Ideas. Not in my wildest dreams did I think that I, from a small village who had not even been to the nearest city, would go to different parts of this country. When I showed the photographs that we clicked on these tripsto my family and friends they were amazed. These were very memorable moments to me.”

– Anjali

Explore India

Twice a year the Wild Ideas team takes a break from usual commitments and routine to explore our beautiful country.
These exposure trips have been instrumental in building their connection with our culture, geography and history which helps them understand their role as stewards of this beautiful land.

These trips also help them learn how to navigate this world and speak to people confidently. It also serves as a wonderful way to bond with other and go past petty differences and baggage carried in their day to day world and roles. They look forward to these trips with great joy and anticipation.

Tea? No, thank you!

A woman’s role as a caregiver at home usually doesn’t include her own bodies needs. Annual check-ups done here at Wild Ideas brought a number of issues to our attention. Given that our food is our medicine we decided to start by educating the women on eating right and eating well.

At Wild Ideas we stopped tea and coffee and instead started drinking Ragi Koozhu (a fermented millet drink) rich in nutrition.

Wheels of Freedom

Ensuring that each of the women is mobile and can take care of her family’s needs without depending on anyone is an important initiative in Wild Ideas. This helps build self esteem and confidence.As part of this program the women are taught to ride cycles and those who want to learn to ride a TVS or moped is taught these skills as well. Picking up the courage to learn to ride a cycle or moped is a special moment for them.