I am Mahira Kalim, founder of Spruce ethical cleaning products. I started Spruce after realising there is a need for an honest brand that offers eco-friendly, single-use plastic-free and non-toxic products without engaging in greenwashing. 

I lived and worked mostly in Silicon Valley after graduating from Stanford University and was always surrounded by entrepreneurs and startups. In my career, I focused on launching and selling innovative technologies. After starting a family and mostly inspired by my own personal journey as a consumer, I decided to switch gears and get into the consumer products world. Spruce is starting with household cleaning products but in the future, we plan to offer a wider range of consumer products so customers can conveniently make the switch to the safe and eco-friendly option.

What inspired you to launch your business and what is the end goal?

Spruce was born out of my own struggle with health problems. I first got exposed to the hazardous chemicals in both plastics and everyday personal care and household products 10 years ago, after suffering from back-to-back health issues. Doctors recommended cutting out “toxins” from everyday life and adopting a “clean” lifestyle. I immediately cut out certain chemical products and especially plastic products from our kitchen and daily use. I realised we are surrounded by hidden toxins in most products from our food to cookware to personal care and cleaning products. I swapped daily products and where I couldn’t find alternatives, I made my own. In the last two years, I also became aware that despite considering myself “eco-conscious”, I still had a significant plastic-footprint from everyday use items that just don’t come plastic-free. So, I decided to fix a problem that I faced.

What’s the biggest lesson you’ve learnt so far as an entrepreneur?

Entrepreneurship is a roller coaster. Everyday is different. There will be many setbacks. It is important to enjoy the small wins along the way and keep the bigger picture in mind. If it is easy, it is probably not worth it.

What are your thoughts on failure?

Failure is an important part of the entrepreneurial journey. If you don’t fail, it might be the case that you are not getting out of your comfort zone or taking enough of a risk. Failure should not be looked at as a step back, but as a learning experience. In fact, most startup advisors would recommend to launch early and learn from failures so you can quickly iterate and learn from user feedback.

Any new product launches we should know about?

We are launching our first set of refillable cleaning products that come without single-use plastic packaging or unnecessary water content. Our products are formulated as dehydrated concentrates that can be dissolved in tap water at home. That way we are able to avoid shipping water or rely on fossil-fuel based single-use plastics. We are starting with a minimal line as we believe you don’t need a separate product for every inch of your house. Our products are available for purchase on our website. Customers can buy one-off refills or sign up for a discounted flexible subscription.

What do you think gives brand longevity?

We see many brands that become buzzworthy overnight but don’t last for too long as customers move on to the next shiny thing quickly. In this day and age, especially for challenger brands, staying true to your purpose and offering a level of transparency is what gives a brand longevity and true following.

What are your top tips for entrepreneurs wanting to get their business out there?

This is very valuable advice I got early on from successful serial entrepreneurs. Think of your new business as a project and take it one step at a time. Launching and building a business can be a daunting experience, but working on a project with mini-deliverables is more achievable.

How did you conquer those moments of doubt that so often affect entrepreneurs or stop many with great ideas – what pushes you through?

Imposter syndrome is very common especially among female entrepreneurs who feel they don’t deserve to be where they are. What pushes me through in such times of doubt is having faith in my abilities, looking back at my achievements to date, not letting others dictate how I should feel, and a strong belief in the bigger purpose of the problem I am trying to solve.

Do you have a morning routine or ritual to get your day started on the right foot?

Having a morning ritual feels like a luxury when you are a working mom. For me, every day is different, but spending some quality time with the family and especially my kids is very important to me before we set off on our daily routine.