True sustainability does not cost the Earth
The story of the creation of Coco Custo starts at sea – 25 meters underwater to be exact. Here, at this depth, at the turquoise coast of beautiful Mauritius marine life thrives in its full glory. Tropical fish, colourful corrals and seagrass swinging in the currents like green fields in a breeze paint the landscape of a whole different peaceful world. It is no wonder that this extraordinary place attracts nature-loving divers. Just like Shaan Lalwani, the founder of Coco Custo, who, although submerged in this fascinating environment, found herself being upset. On the boat above the diving site, the guide had told her that coral in the shallower bays had all been bleached due to the runoff of cleaning products from the resort nearby.
During surface intervals between dives, Shaan couldn't shake the thought that this wasn’t okay. Back home, Shaan delved into research and discovered a shocking reality: certain chemicals commonly used in cleaning products can cause coral mortality at even a 0.05% concentration over a short exposure period.
Linear alkyl benzene sulfonic acids, also known as LABSA, are synthetic anionic surfactants (surface active agents) with wide application in the detergent industries. These chemicals have widely been touted as the biodegradable alternative, however due to the sheer quantity being used on a daily basis the negative effects on aquatic life are immense.
“When I got home and couldn’t find a suitable alternative in the market, I had my “Aha” moment. I quit my job and decided to start working on something myself”
, explains Shaan. Shaan´s new endeavour was not a smooth sailing situation, but came with many hurdles. Her Bachelor´s degree in Mechanical Engineering and previous work in real estate and construction management had little to do with her current topic. Without an official background in chemistry, the young woman had to start from scratch and dive into the world of chemistry behind cleaning detergents: its components and the purpose of every one of them. Experts she consulted weren’t particularly encouraging, but her determination never wavered. She taught herself the fundamentals, fueled by a strong sense of purpose, and began experimenting with her own plant-based detergent formula at home.
After 18 months, she launched her first product, selling it to early customers through social media. But just as soon as it hit the market, it had to be pulled—one customer reported that it clogged her washing machine. Shaan reformulated and released a second attempt, which proved superior to the first one.
“It took time, but I’m happy to say that the customer who had issues with the first batch is still with us—five years later"
, says Shaan proudly. She improves the formula constantly, improving the compatibility of the product with any type of water and washing machine environment.Another wave she had to withstand was changing customer behaviour and false perception of more sustainable and eco-friendly products not being as efficient as the commercially available alternative, and secondly, because plant-based ingredients are associated with a higher cost. These have been a challenge to overcome, but Coco Custo has steadily doubled its sales over the past three years and believes it is starting to make waves and change people's minds.
The team of Coco Custo consists now of 4 members, all only women, that work on the manufacturing of the product. Furthermore, the start-up is client of a branding company and a laboratory allowing Coco Custo to do product testing.
As for the name, ‘Coco’ comes from coconut, the detergent’s core ingredient. It speaks to the natural ingredients used to create the detergent and integrates eco-friendliness in the brand name. ‘Custo’ is a nod to the brand’s oceanic beginnings. It is inspired by Jacques Cousteau, a French naval officer who was an avid marine conservationist and researcher.
Blue is the new green
At Coco Custo, sustainability goes beyond just using eco-friendly ingredients—it’s about creating a fully circular and impact-driven solution.
Coco Custo primarily uses plant-based ingredients and minerals for their innovation. They focus on reducing the use of synthetics and avoid the utilization of microplastics completely. Coconut, widely used in India for its unique chemical properties, serves as the detergent’s core ingredient. Coco Custo’s Natural Laundry Detergent is formulated without sulphates, parabens, petrochemicals, carcinogens, dioxins, or hormone altering chemicals. It is also safe for those with sensitive skin, as their products are hypoallergenic. The ingredients are all pre-tested and certificated according to OECD guidelines. Shaan tested the formula’s cleaning efficiency using a Cube color reader, a device that measures changes in color or whiteness of fabrics to determine cleanliness. Additionally, the Coco Custo has a zero plastic packaging policy and sells starters in steel tins and refills in plain paper bags, which are both recyclable & biodegradable. Moreover, the detergent is highly concentrated and water-free, making it more efficient in both transportation and use. While leading commercial brands offer only 16 washes per kg, Coco Custo provides 50 washes per kg.
This means that three plastic bottles of conventional liquid detergent can be replaced with just one container of Coco Custo’s product. Additionally, it is formulated to work in cold water, saving energy on water heating. Beyond laundry, Coco Custo´s multipurpose cleaner replaces multiple products around the home – such as tile cleaner, toilet cleaner and general surface cleaner.
“I wanted to create something completely circular, from the ingredients to the packaging”
, states Shaan. For Shaan, sustainability isn’t just about products—it’s also about people. Coco Custo is a woman-led company, and Shaan is committed to empowering other women through employment.Her all-female team includes many students from underprivileged backgrounds, offering them flexible work hours so they can balance their jobs with their education. She prioritizes hiring young women pursuing science degrees, supporting future female scientists in a traditionally male-dominated field.
Next up at Coco Custo
What started as a single laundry detergent has now evolved into a growing line of more sustainable cleaning solutions. After successfully launching their multipurpose cleaner and an oxygen booster—a chlorine-free alternative to bleach—Coco Custo is now gearing up for its next innovation: dishwasher machine powder. This latest product aligns with the rising adoption of dishwashers in India, ensuring that households have an eco-friendly, non-toxic alternative for dishwashing as well.
Once the R&D phase is complete, Coco Custo plans to partner with pre-selected retail stores across India, expanding its reach and making sustainable cleaning solutions more accessible.
Looking ahead, the company envisions developing products for industrial use, like in the resorts of Mauritius that first inspired the innovation. As a member of the ISC3 Global Start-up Service since October 2020, Coco Custo actively contributes to global sustainability efforts, aligning with key United Nations Sustainable Development Goals: SDG5 (Gender Equality), SDG6 (Clean Water and Sanitation), SDG12 (Responsible Consumption and Production), and SDG14 (Life Below Water). With its innovative approach and commitment to sustainability, Coco Custo is making waves in the cleaning industry—one wash at a time.
