Conserve HRP

What Conserve HRP does

Conserve HRP (operated as Conserve India) is a Delhi-headquartered social enterprise founded in 1997–1998 that converts plastic and textile waste into fashion products, construction materials, and agricultural systems. Its core technology is the patented Handmade Recycled Plastic (HRP) process, in which single-use plastic bags are sorted, washed, dried, layered, and heat-compressed into durable, waterproof fabric sheets that serve as a vegan leather alternative. The company has produced 174,000 pieces to date and consumes roughly 100 lbs/day of collected plastic through a network of 50–300+ waste pickers, artisans, and (since 2019) 25 Afghani refugee women operating the Akseer sub-brand.

The business operates through four revenue streams: (1) wholesale export of fashion accessories at $5–$15 per piece to fair trade buyers in Europe, North America, and Australia, sold through 1,000+ independent retailers and enterprise customers including Whole Foods Market; (2) direct-to-consumer retail through the Lifaffa brand (lifaffa.com) launched in 2017 with bags priced at $20–$100; (3) corporate consulting on waste management and sustainability; and (4) planned licensing of the HRP technology. The Lifaffa brand targets conscious Indian consumers, while Akseer (UNHCR/Made51 partnership) serves refugee-made craft markets.

Beyond fashion, Conserve runs the Clever Bud hydroponic farming initiative (in partnership with Food Ladder Australia) producing 3–5x faster crop yields in Bahadurgarh slums, and has R&D pipelines for housing tiles from sheet plastic and recycled textile blends with bamboo/hemp. The company is Fair Trade certified by WFTO and FTFI, holds an Ashoka Fellowship for founder Anita Ahuja, and was recognized by the World Economic Forum as a Top 50 COVID-19 Last Mile Responder in 2021. Leadership is founder-led, multi-generational (Anita Ahuja as Co-Founder/President, Kanika Ahuja as Director of LIFAFFA, Shalabh Ahuja as Co-Founder), and the company maintains no disclosed institutional investors.

Name

Conserve HRP

Legal name

Conserve HRP

Website

https://conserveindia.org

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Conserve HRP (Conserve India) is a Delhi-based social enterprise that upcycles single-use plastic bags and textile waste into fashion accessories, construction tiles, and hydroponic farming systems, sold wholesale to fair trade buyers globally and direct-to-consumer through its Lifaffa brand, while employing waste pickers and refugee artisans.

Ownership category

akta.pro rank

Product category

Sustainable Fashion Accessories

NAICS

Plastics and Rubber Products Manufacturing (326), Materials Recovery Facilities (56292), Plastics Packaging Film and Sheet (including Laminated) Manufacturing (326112)

SIC

Miscellaneous Plastics Products (3080), Plastics, Foil & Coated Paper Bags (2673), Refuse Systems (4953)

akta.pro primary industry

Material Reuse & Upcycling Services (Non-recycling Transformation) (EUAIANAJ)

akta.pro secondary industries

Recycled & Sustainable Thermoformed Products (rPET/rPP, Bio-based) (IMANAHAL), Hazardous Waste & Universal Waste Handling (Batteries, Lamps, Aerosols) (BPABALAE), Eco-Friendly Disposal, Recycling & Donation Hauling (HSAIAOAJ)

Keywords

• Upcycled fashion accessories
• Recycled plastic materials
• Fair trade manufacturing
• Circular economy solutions
• Sustainable fashion brand

Headquarters

HQ city

Bahadurgarh

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Wholesale Product Sales: Conserve India sells upcycled fashion accessories (handbags, wallets, belts, clutches, footwear, home decor) to wholesalers at $5-$15 per piece. Products are exported to buyers in Europe and North America through fair trade channels. Last year revenue was $317,000 with $150,000 retained in the for-profit arm.
2. Retail Sales (Lifaffa Brand): Direct-to-consumer sales through lifaffa.com and retail partnerships. Products sold at $20-$100 per bag. Lifaffa was launched in 2017 to advance circular economy in India through upcycling single-use plastic into fair trade fashion accessories.
3. Consulting Services: Corporate consulting services to help companies decrease their carbon footprint through recycling or efficient waste management. Projects include market research, supply chain analysis, and prototype development.
4. Licensing Technology: The company plans to release and license the patented HRP technology so other companies can use it for bigger environmental impact, creating revenue through technology licensing.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Conserve HRP upcycles discarded single-use plastic bags and other plastic waste (seatbelts, fire hoses, parachutes, tire tubes, cement bags, life jackets, army tents) into durable, waterproof fabric using its patented Handmade Recycled Plastic (HRP) technology. This material is then used to manufacture fashion accessories such as handbags, wallets, belts, clutches, footwear, and home decor, sold under the Lifaffa, Akseer, and Conserve wholesale brands. The company also produces housing tiles from plastic waste, runs the Clever Bud hydroponic farming initiative, and offers corporate sustainability consulting.

Product overview

Conserve HRP (Conserve India) is a social enterprise that transforms waste into value through multiple interconnected product lines. The core technology is Handmade Recycled Plastic (HRP), a patented upcycling technique that converts plastic waste into fashion fabric. Consumer-facing brands include LIFAFFA for upcycled plastic fashion products, and Akseer for refugee-made crafts. Product lines span Upcycled Goodness (bags, wallets, accessories from recycled materials), Organically Handmade (crochet, cotton, bamboo products), and Apron & Scarves (organic cotton and semi-wool apparel). The company also operates Clever Bud, a hydroponic farming initiative, and produces housing tiles from plastic waste. Products are primarily exported to fair trade buyers in Europe and North America, with retail brand Lifaffa serving the Indian market.

Differentiator

Problem solved

Functional benefit

Brands

• LIFAFFA: Sustainable fashion brand focusing on products made from plastic waste, supporting wastepickers and low-income communities. Operates both nonprofit and for-profit arms.
• Akseer

Products and services

• Lifaffa Retail Brand Sustainable fashion retail brand offering upcycled designer products including handbags, wallets, footwear, and home decor made from plastic waste, sold through lifaffa.com and targeting environmentally conscious consumers in India.
• Akseer (Refugee Craft Brand) Brand owned and operated by 25 Afghani refugee women creating handmade crafts and accessories through stitching, crochet, and embroidery. Sold locally in North India and exported through UNHCR's Made51 initiative.
• Upcycled Goodness Collection Wholesale collection of upcycled products including totes, pouches, laptop sleeves, wallets, wash bags, and office bags made from upcycled HRP plastic fabric and discarded denim labels.
• Organically Handmade Collection Wholesale collection of handcrafted products including crochet bags, bamboo handled totes, canvas shoulder bags, embroidered backpacks, and jute bags made from organic and sustainable materials.
• Apron & Scarves Collection
• Housing Tiles from Plastic Waste
• Corporate Sustainability Consulting
• HRP Technology Licensing (Planned)
• Wholesale Upcycled Fashion Accessories Core wholesale offering of upcycled fashion accessories including handbags, wallets, belts, clutches, and footwear made from HRP fabric. Sold at $5-$15 per piece wholesale with MOQ of 50 pieces per style or USD 2,000 total order value. Exported to fair trade buyers globally.

Quantifiable outcome

• 150% increase in wastepicker's income
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

14 partnerships are on record, tiered core and minor.

• AshokacoreStrategic or Co-development PartnerAshoka is a global partnership organization identifying and supporting social entrepreneurs. Founder Anita Ahuja is an Ashoka Fellow. Ashoka has featured Conserve's work in Forbes for impact and circular economy innovation.
• World Fair Trade Organization (WFTO)coreChannel Partner/ Reseller/ DistributorGlobal fair trade organization providing Conserve access to fair trade buyer network in Europe and North America. Conserve is a member and actively participates in WFTO events and summits.
• UNHCRcoreStrategic or Co-development PartnerUNHCR's Swavlamban Self Reliance for Refugees project partners with Conserve to train 25 Afghani refugee women. Products featured at UN Headquarters in Geneva through Made51 initiative.
• Made 51coreChannel Partner/ Reseller/ DistributorMade51 by UNHCR creates economic opportunities for refugees. Akseer products (made by Afghani refugee women) are sold through Made51 to global markets including UN Geneva.
• Fair Trade Forum IndiacoreStrategic or Co-development PartnerNational fair trade organization providing Conserve with fair trade certification and connections to Indian fair trade network. Joint COVID relief efforts for artisan support.
• NestminorStrategic or Co-development PartnerNest Artisans Accelerator program partnered with Conserve to establish systems for resilient supply chain to prepare for high-volume sustainable product orders.
• Baazi GamesminorStrategic or Co-development PartnerConsulted with Baazi Games to educate employees on plastic waste effects. Trained team on plastic waste collection and upcycling with engagement drive at Yamuna river banks.
• Food Ladder AustraliacoreTechnology or IntegrationPartnership to adapt high-end hydroponics systems for lower-investment, user-friendly soil-less farming within low-income communities. Established four systems in Bahadurgarh slums.
• University of UtrechtminorStrategic or Co-development PartnerResearch partnership spanning India, Spain, and Netherlands to assess social impacts of circular strategies in apparel value chain through job quality, sustainable livelihoods, and gender equality.
• Export Promotion Council of HandicraftsminorStrategic or Co-development PartnerSupporting Conserve's research on social impact of circular economy in textiles value chain in India.
• Ghent-ITC EU CitiesminorStrategic or Co-development PartnerTechnical cooperation project between Ghent and Sahnewal/Ludhiana to promote Fair Trade. Supported by International Trade Centre and Conserve to establish Ludhiana as first Fair Trade Town in North India.
• Plastiskul ConsortiumminorStrategic or Co-development PartnerMulti-technology plastic recycling microfactories initiative. Consortium includes Lwanda Biotech (Kenya), Fourthline Limited (Zambia), 8 FabLab Drôme (France), Takataka plastics (Uganda), Fab Lab Saigon (Vietnam), Volumes (France), Matieres (France).
• Interface FlorminorStrategic or Co-development PartnerExplored extraction and upcycling potential of Nylon 6/6 from fishing nets discarded at Indian ports. Undertook cost-benefit analysis for recovery as income generator for fishermen.
• Swami Sivananda Memorial InstituteminorStrategic or Co-development PartnerSet up hydroponics system and training course at institute to support Balwadi students with high nutrition diet and produce.

Scale indicators11 records

Recent moves8 records

Expansion highlights6 records

Emerging players

• SURI: Sustainable consumer brand producing recyclable electric toothbrushes. Comparable as an emerging design-led sustainable consumer brand with Whole Foods placement and DTC/wholesale hybrid distribution.

Direct peers

• Terra Thread: Fair trade certified organic cotton bag and accessories brand. Comparable as a fair trade wholesale accessories supplier to US/EU retailers with a strong social and environmental positioning similar to Conserve's Lifaffa.
• Plastics for Change: India-based social enterprise that connects waste pickers to global supply chains for ethically sourced recycled plastics. Comparable on the India-context waste picker empowerment model and on building plastic-recycling supply chains for international buyers.
• Elvis & Kresse: UK-based social enterprise that upcycles decommissioned fire hoses, printing blankets, and other industrial waste into luxury bags, belts, and accessories. Directly comparable to Conserve's model of transforming otherwise waste materials into premium fashion products with a strong impact story.
• Bureo: Recycles discarded fishing nets into skateboards, sunglasses, and apparel components. Comparable as a brand that recovers a specific problematic waste stream (fishing nets vs. plastic bags) into branded consumer goods with a circular-economy narrative.
• Anchal Project: Fair trade social enterprise producing hand-stitched fashion accessories from reclaimed textiles, employing marginalized women artisans in India. Closely comparable on artisan-led, fair-trade, India-based, textile upcycling production for the US/EU sustainable fashion market.

Broad incumbents

• Outerknown: Sustainable apparel and accessories brand co-founded by surfer Kelly Slater, focused on recycled and organic materials with circularity commitments. Comparable as a larger sustainable fashion brand operating in overlapping wholesale and DTC channels.
• Cotopaxi: US-based outdoor brand built around repurposed and recycled materials with a strong impact narrative. Comparable as a broader sustainable apparel brand that sells through similar Whole Foods-adjacent retail channels and emphasizes ethical sourcing.
• Matt & Nat: Established Canadian vegan-leather accessories brand using recycled PU, nylon, and bottles. Comparable as a larger sustainable accessories competitor that also markets vegan-leather substitutes into the same fair trade and sustainable retail channels.

Regional players

• Hasiru Dala: Indian non-profit that organizes waste pickers in Bengaluru and operates MRF-style material recovery. Comparable as an India-focused waste picker empowerment organization, though operating in waste services rather than finished fashion products.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/conserveindia
• YouTubeyoutube.com/channel/UCzJjaU5LG1Z6H d0x7G6X3g
• Facebookfacebook.com/conserveindiango
• LinkedInlinkedin.com/company/conserve-india
• Instagraminstagram.com/conserve_india

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Conserve HRP