Background

The story began in 2002, when the Kalpavriksh Environment Action Group, Pune, started to talk to people about the dangers of using industrial dyes for human use during the festival of Holi. Based on research done by the NGO Toxics Link in Delhi, members of Kalpavriksh organized educational activities and designed posters to teach children and adults alike about the heavy metals contained in chemical dyes and the effects these could have on human health. A few members went out and played Holi simply with turmeric and henna and encouraged those who had given up on this wonderful festival to come and out and play a completely natural and Safe Holi!

Safe Festival campaign

This was the beginning of the Safe festivals campaign. The aim of the campaign was to highlight the original links of each festival with nature, to point out how the use of toxic materials had replaced natural substances used during celebrations and to offer simple solutions of how people could return to a natural and eco sensitive celebration.

Dangers of Toxics

In the case of Holi, the issue taken up was about Holi colours. Traditionally, Holi is a festival that celebrates the return of spring – a time when several trees are in bloom – and in earlier times, the colours that people used came from these flowering trees. The bright red gulal, that is the stamp of Holi, can be made from flowers of trees like the Indian Coral Tree or the Safflower, both of which flower during the season of Holi. Similarly, a range of other flowers were used to make shades of yellow, orange and even blue.

Over the years, with the disappearance of some of these tree varieties from urban areas, the natural colours gradually came to be replaced by cheaper industrial dyes. Often, the colours are sold loose in the market and consumers have little or no idea about the source of the colours and their contents. Even when the colours are sold in a packaged form and carry a sign saying ‘for industrial use only’, consumers do not understand the implications.  

                                                                           (Source: Vatavaran)

The dry colour powders, the oily pastes and the water colours all contain toxic substances capable of affecting human health.

Make your own colours!

The good news, however, is that it is possible to make simple natural colors in one’s own kitchen. 

These simple recipes for making natural colours were also freely distributed as part of the Safe Festivals campaign, and children were taught how to make colours through lecture demonstrations in schools.

Here are a few things one can do at home:

• Mix haldi powder with besan for a lovely yellow.
• Slice a beetroot and soak in water for a deep pink.
• Boil Marigold or Tesu flowers in water for yellow colour. The other easy way to get a yellow liquid colour is to soak peels of pomegranate (Anar) overnight.
• For an orange red paste, henna leaves (mehndi) can be dried, powdered and mixed with water.

Farmers create Holi colours!

However, in light of growing consumerism and the lack of time in urban lifestyles, Kalpavriksh also decided to experiment with the production of a range of ready natural colours. In 2003, Sunita Rao, a Kalpavriksh member, approached Manorama Joshi of the Malnad Home Garden and Seed Exchange Collective, in Sirsi, Karnataka and started experiments with this group of women farmers to come up with natural Holi colour powders. They used farm produce such as turmeric, and rice flour alongside leaves of shrubs like Glyricidea and Henna, to develop the first set of colours that was sold in Pune in 2004. Over the next few years, these recipes were further refined to soften the texture and brighten the colours. Meanwhile, the education work being done by Kalpavriksh was slowly creating a real market for these colours in cities like Mumbai and Pune.

A genuine ecosensitive livelihood!

The natural Holi colours also provided an opportunity for the farmers to supplement their farming income, with a real ecosensitive livelihood option. Over a period of four years, the volumes being produced by the Malnad group doubled every year and in 2006, over a 1000 kg of colours were produced by the Malnad women. It was evident that this experiment had become a success! The next challenge was to ensure that it actually remained an economic option, for which, it had to go beyond an informal activity within an NGO. To take this process forward, another Kalpavriksh member, Manisha Gutman, stepped forward and offered to create a company to help the farmers market their produce. eCoexist, a firm selling natural and recycled products, was formed to take on the challenge of promoting and marketing the colours, to engage with mainstream business while being rooted in environmental and social sensitive values. This year, the colours which are sold under the name Rang Dulaar, are being marketed by eCoexist and will be sold in more than six Indian cities including Pune, Mumbai, Bangalore, Hyderabad, Baroda and Delhi.

Involving the prisoners of the Yerawada Jail!

While on the one hand the production of the colours brings an additional income to farmers, the packaging of colours is also benefiting another socially disprivelegd group. For the year 2007, the entire stock of the colours has been packaged by the womens cell of the Yerawada jail in Pune. This activity helps them earn an income, and assists the prisoners in saving some money to return the fines owed by them or to put aside some savings for the future. The idea of going to the prison came as a response to a request sent out by the prison administration for projects that the women could take on. For 2007, more than 10,000 packets have been prepared by the prisoners. The packaging activity is simple and light and brings colour and cheer to the prison workshops.

Students take up a Holi cause!

Students of the Symbiosis Centre for Management and Human Resource Development took on the Holi education work as part of a project on Corporate Social Responsibility. They approached various corporates firms speaking to them about the Holi campaign. On invitation from some of the companies, students set up stalls in the firms , making presentations to employees and selling the colours. This was a direct experience for them in marketing and finance - subjects that they are studying at college and also taught them about inspiring others to take up a good cause!

Return to a natural lifestyle !

As more and more people realize the impacts of the use of chemicals in daily life, they are looking for natural and ecosensitive alternatives. The concern for personal and environmental health is on the rise amongst urban consumers, yet this consciousness is not yet reflected in the products available in the Indian market. Organic food, biodegradable materials and recycling are still relatively new concepts and the challenge is to make these options commercially viable and yet affordable.

The use of the natural Holi colours enable people to return to a more conscious lifestyle, while allowing them to experience the joy of Holi freely!

Truly natural!

The ingredients used in Rang Dulaar, are also good for the skin and safe for use by children and the elderly. The contents of the colours are clearly marked on the packets and the teams involved in their production encourage consumers to make a conscious and informed choice when they buy colours. This becomes especially important as the terms ‘natural’, ‘herbal’, ‘organic’ and ‘non toxic’ are now being frequently used by manufacturers. While all of these imply a certain degree of safety, the consumer is advised to ask for the exact ingredients and make inquiries about the processes involved. The Rang Dulaar colours, are made with concern for quality and through a carefully monitored process by a trusted network of farmers.

Finally, Rang Dulaar, represents a network of hearts, that bring to you a safe and natural Holi, while sharing love and colouring lives! 

For more information contact:

Pune: 09850084383

Bangalore: 09449788275 

Also read more about the project at  www.e-coexist.com