As India readies to splash into this year’s Holi, a handful of young startups have come up to colour you outside the ‘chemical’ lines. Ignore synthetic gulal that always leaves you sneezing and your skin itchy for days — this Holi, switch to petal-powered, plant-based, and skin-friendly hues.
Holi colours, over the past few years, have undergone a quiet makeover from being laden with harmful chemicals such as lead oxide and copper sulphate to organic and biodegradable powders derived from flowers, vegetables, and herbs.
Sensing this shift, a bunch of founders are transforming the humble gulal into a green business opportunity. The safe, sustainable, and eco-friendly alternatives aren’t just gaining acceptance among individual customers but are also making their way into corporate gift hampers, school celebrations, and bulk institutional orders.
While the market may still be niche in comparison to the mass synthetic products, the buzz is gaining momentum— thanks to a larger call for conscious consumerism and planet-friendly living. In light of this, here are some of the startups finding higher purpose other than profits in Holi:
Phool.co
Kanpur-based Phool.co, backed by Tata Trusts and IIT Kanpur, is known for converting temple floral waste into incense sticks and biodegradable packaging. With its Phool Natural Gulal, the company has expanded its product portfolio into seasonal offerings. The colours are made from dried flower petals, essential oils, and cornstarch for a soft texture and natural fragrance.
The startup focuses on ethical sourcing, artisanal production, and employment generation for women in marginalized communities. It is also tapping into the growing demand for eco-conscious corporate gifting during festive seasons.
Holy Waste
Hyderabad-based Holy Waste is another enterprise working at the intersection of sustainability and tradition. The company collects floral waste from temples and repurposes it into organic Holi colours, among other products.
Its production process involves drying, grinding, and blending flowers like roses, marigolds, and hibiscus to create safe powders. As a circular economy venture, it focuses on zero-waste production and plastic-free packaging. Holy Waste has also seen demand from schools and eco-conscious housing societies looking to promote chemical-free celebrations.
Satavic Farms
Delhi-based Satavic Farms produces handmade, organic colours using food-grade starch, dried vegetables, and natural extracts. The enterprise is rooted in sustainable agriculture practices and works directly with local farmers for ingredient sourcing.
In addition to retail sales, Satavic has seen growing interest from NGOs and environmental groups for collaborative campaigns and awareness events around sustainable festivals. Their eco-friendly packaging using recycled paper and jute has reinforced their green positioning.
TWF Flours
Noida-based TWF Flours, known for its clean-label food products, has extended its sustainable philosophy to Holi with a range of natural, organic colours. Their colours are made using edible-grade ingredients like arrowroot flour, beetroot, spinach, and turmeric—making them safe for skin and gentle on the environment.
The startup’s entry into festive products aligns with its broader brand focus on natural living and chemical-free alternatives. TWF Flours has also gained traction for its packaging, which avoids plastic and promotes reusability. The company sees its Holi range as part of a seasonal product extension that supports sustainable celebrations.
EcoHoli by Antarkranti
Antarkranti, an initiative by NGO Divya Jyoti Jagrati Sansthan, offers EcoHoli colours made by prison inmates as part of a rehabilitation and skill development program. The colours are crafted using natural ingredients like tesu flowers, neem, rose petals, and turmeric.
EcoHoli promotes sustainability but contributes to social impact. The products cater to consumers looking for ethical and handmade options, gaining significance in both retail and institutional gifting.
While there’s no specific data for the exact market size of organic Holi colors in India, the overall market for the Holi festival in India is estimated to be quite large, with around Rs 50,000 crore business generated last year.
This year, according to the data from traders’ body CAIT, the festival is expected to generate business worth over Rs 60,000 crore, reflecting a nearly 20 per cent increase from last year. In Delhi alone, an estimated business of over Rs 8,000 crore is anticipated.