In an exclusive interview with Indian Startup Times, Agni Mitra, the visionary founder of Amwoodo, shared insights into the company’s journey, the challenges and opportunities in the bamboo industry, and the impact of innovative practices on sustainable development. As a pioneer in the bamboo sector, Amwoodo is not only setting new benchmarks in the industry but also striving to create a significant social impact by empowering artisans and farmers across India.
R. Chandra: Agni, it’s a pleasure to have you with us today. Can you start by sharing what inspired you to start Amwoodo and what the journey has been like so far?
Agni Mitra: Thank you for having me. The journey of Amwoodo began with a simple yet profound realization of the potential bamboo holds as a sustainable resource. I noticed that despite India having the second-largest bamboo forest coverage in the world, we were importing bamboo products from countries like China and Vietnam. This gap inspired me to start Amwoodo, aiming to harness local resources and empower farmers and artisans. The journey has been challenging, but the impact we’ve made on the ground keeps us motivated and focused on our mission.
R. Chandra: That’s impressive. How has the startup ecosystem in India supported your journey, and what changes would you like to see for further innovation?
Agni Mitra: The startup ecosystem, especially the communities within it, has been incredibly supportive. From tech support to simplified GST processes, the environment has improved significantly compared to earlier days. However, there’s still room for improvement. The bamboo industry, in particular, needs more recognition and support from the government, especially in creating an ecosystem for bamboo processing and manufacturing, which can drive innovation and scalability.
R. Chandra: You mentioned that Amwoodo has already developed its own brands. Can you tell us more about these brands and the specific markets they cater to?
Agni Mitra: Absolutely. We’ve developed multiple brands to target specific segments within the bamboo industry. For instance, we have brands focused on kitchenware, drinkware, oral care, and even construction materials. The idea is to streamline our products to cater to different needs effectively. A prime example is the T2 terminal in Bengaluru, where 99% of the bamboo used came from China. This highlights the untapped potential in India, and we are working to change that by increasing our production capabilities and market presence.
R. Chandra: It’s surprising to hear that most bamboo in large projects like the T2 terminal comes from China. Why is that, and how is Amwoodo addressing this issue?
Agni Mitra: Historically, bamboo in India was considered a tree, making it difficult to transport and process. This perception changed only after 2016, thanks to efforts by the government. However, the industry still faces challenges, such as a lack of technology and infrastructure for large-scale bamboo processing. At Amwoodo, we are addressing these issues by providing plant and machinery, training artisans, and introducing automation to scale production. This shift from a handicraft to an industrial approach is crucial for the bamboo industry’s growth in India.
R. Chandra: The bamboo industry in India has always been seen as a handicraft sector. How is Amwoodo changing this narrative?
Agni Mitra: The traditional view of bamboo as a handicraft industry limits its scalability. Handicrafts are valuable but not scalable; an artisan can only produce a limited number of products daily. At Amwoodo, we are integrating technology to mass-produce bamboo products without losing their quality. This approach allows us to meet the growing demand while providing better livelihoods for artisans and farmers. By introducing semi-automated machines and even robotic arms, we are proving that bamboo can be a significant player in industrial production.
R. Chandra: It sounds like Amwoodo is tapping into a huge market. How big is this market, and what share does Amwoodo currently hold?
Agni Mitra: The global bamboo market is estimated to be around $60 billion, with China dominating it. In India, we are just scratching the surface. Our focus has been on building a robust supply chain and creating scalable models across different states. Currently, Amwoodo is rapidly growing, but we still have a long way to go. Our goal is not just to capture market share but to create a sustainable ecosystem that benefits all stakeholders, from farmers to consumers.
R. Chandra: With such a massive market, has the government provided any support, especially in terms of policies or initiatives?
Agni Mitra: While there is some support, such as the National Bamboo Mission focused on plantation, there’s a significant gap in terms of technology and processing support. We need institutions dedicated to bamboo technology, similar to those for textiles or leather. Recently, I’ve been in discussions with various foundations and government bodies, suggesting that more needs to be done in terms of training and developing artisans. The focus should not just be on growing bamboo but on creating high-value products that can compete globally.
R. Chandra: Given the potential and the challenges, what is Amwoodo’s strategy moving forward, especially in terms of scaling and market expansion?
Agni Mitra: We are currently focusing on both B2B and B2C markets, though 95% of our revenue comes from B2B. Moving forward, we plan to increase our presence in the B2C segment, especially as we gear up for our next funding round, which we plan to start after Diwali. Our long-term strategy includes filing patents for bamboo polymer composites and exploring new applications for bamboo in construction and manufacturing. The goal is to establish Amwoodo as a leader in the global bamboo industry, not just in terms of revenue but in driving sustainable innovation.
R. Chandra: That’s a promising future. Finally, how do you see the role of brands like Himalaya, which are already in the market, in shaping consumer perception of bamboo products?
Agni Mitra: Brands like Himalaya have established extensive distribution networks and consumer trust, which is challenging for a new company like ours to compete with directly. However, we see this as an opportunity rather than a challenge. By collaborating with these brands through private labelling, we can leverage their distribution while continuing to build our brand. Over time, as consumers become more aware of the benefits of bamboo products, we expect to see a shift towards our own branded products.
R. Chandra: Thank you, Agni, for sharing your insights and the incredible work Amwoodo is doing. We look forward to seeing Amwoodo’s continued growth and impact in the bamboo industry.
Agni Mitra: Thank you for the opportunity. It’s been a pleasure sharing our journey with you.
This conversation highlights not only the immense potential of the bamboo industry in India but also the innovative approach that Amwoodo is taking to revolutionize it. Through a combination of technology, training, and sustainable practices, Amwoodo is not just building a business but creating a movement towards a greener, more inclusive economy.
