As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Lauren Anders Brown.
Meenakshi Singh is the co-founder of SCORR Ltd and EcoChoiceHub, where she blends her expertise in marketing with a deep passion for sustainability and social impact. Holding dual master’s degrees in Business Strategy, Sustainability, and Communications, she brings a strong foundation for driving authentic storytelling and meaningful engagement within the circular economy.
With a vision to merge purpose with business, Meenakshi has led initiatives that promote transparency, ethical sourcing, and consumer empowerment in sustainability. Through EcoChoiceHub, she has built a platform that connects conscious consumers with sustainably made products, while also emphasizing education and community involvement. At SCORR Ltd, she applies innovative marketing strategies aligned with circular economy principles to shift consumer behavior toward more responsible and impactful choices.
Meenakshi views marketing not just as a business growth tool, but as a means to create trust and nurture long-term relationships between producers and consumers. Beyond entrepreneurship, she is an advocate for equitable and sustainable development, working to ensure that business serves as a force for both environmental stewardship and social good.
In this interview, she discusses her entrepreneurial evolution, from early struggles to the achievements that shaped her online business success.
What inspired you to start your business, and what problem were you passionate about solving?
Having lived my entire life in Mumbai, I saw a beautiful city turn into a myriad of garbage, slums, and unorganized development. I knew the main culprit behind this was the communication and awareness in the people living on the ground level. Hence, we aimed to bring the choices that truly helped the environment to the common man
How has your business evolved since its launch, and what key decisions have helped drive that growth?
Since our launch, ecochoicehub.store has steadily evolved by embracing the principles of the circular economy as the foundation for sustainable growth. Recognizing that real progress comes from empowering individuals and communities, we made it a priority to raise awareness about making conscious, sustainable choices. By curating and promoting eco-friendly alternatives over conventional brands, we’ve helped our customers make informed decisions that benefit both people and the planet.
Key decisions that have driven our growth include:
- Actively educating our audience on the environmental impact of their purchases, inspiring a community-wide shift toward sustainability.
- Partnering with brands that align with our circular economy ethos, ensuring our product offerings consistently support reuse, recycling, and responsible resource use.
- Focusing on transparent supply chains and clear product labeling, helping customers feel confident in the positive impact of their choices.
- Through these strategies, we’ve fostered an engaged, loyal customer base and contributed to a broader movement where collective, informed decisions have the power to create lasting change.
In your view, what truly sets your brand apart in today’s competitive market?
Integration of Artisanal Heritage: Ecochoicehub.store offers unique, handcrafted items—such as home décor bells made from recycled and sustainable metals—which blend timeless artistry with modern circular design. Many pieces, like chime bells and the “Tree of Splendor,” are not just functional but tell a story rooted in cultural heritage and individual craftsmanship, ensuring that no two pieces are alike.
Holistic Circular Product Range: The platform goes beyond typical second-life or upcycled products by offering categories like ethical fashion, energy-efficient gadgets, eco-friendly technology accessories, and even sustainable finance offerings. This breadth gives buyers the opportunity to make conscious choices across multiple aspects of their lifestyle, from home and wellness to travel and tech.
Empowerment and Community Engagement: Ecochoicehub is committed to empowering customers through education, guides, and an interactive community. This means sustainable living is made easy and accessible, backed up by transparency about supply chain practices, production ethics such as fair wages and safe working conditions.
Transparent, Ethical Practices: Unlike many marketplaces that focus just on the product, ecochoicehub.store highlights fair wages, ethical production, and transparent operations—making these values central rather than supplemental. EcoChoiceHub tries to bring forth focus on all the aspects that can truly contribute to a circular economy.
Focus on Innovation in Circularity: The marketplace actively promotes design innovation, as seen in its products crafted from scrap or discarded materials, transforming waste into unique works of art with both functional and aesthetic value.
These factors collectively position ecochoicehub.store as more than just a platform for resale or recycled goods—it is an ecosystem embracing circularity in product design, supply chains, community involvement, and consumer education, uniquely blending tradition and sustainability for a greener tomorrow.
What has been your most effective marketing strategy to date, and why do you think it worked so well?
The most effective marketing strategy for ecochoicehub and SCORR LTD has been collaborative storytelling and community-driven campaigns across social media. Notably, their partnership campaigns—such as collaborations with artisans and organizations—have resonated strongly with audiences by highlighting real stories of empowerment and sustainable craftsmanship. This approach goes beyond conventional promotion by:
- Centering content around artisans’ journeys and the impact of ethical production, which builds authenticity and trust.
- Actively engaging followers with interactive posts (reels, behind-the-scenes, testimonials) that foster a sense of participation in a purposeful movement.
- Amplifying user-generated content and stories that showcase real people making sustainable choices, creating a community of advocates rather than just customers.
This strategy worked well because it connects emotionally, establishes credibility and transparency, and mobilizes a community whose values align with the brand’s circular and ethical ethos. As a result, the campaigns generate both engagement and loyalty, differentiating them in the crowded marketplace.
How do you stay connected to your ideal audience and understand their needs or behaviors?
We stay closely connected to our ideal audience by fostering an ongoing, interactive relationship across social media channels and our marketplace community. Through collaborative campaigns and authentic storytelling—such as featuring artisan journeys, customer testimonials, and behind-the-scenes content—we create meaningful dialogue that encourages feedback and participation.
By actively engaging followers in comments, polls, and interactive posts, we gain real-time insights into their preferences, values, and evolving needs. Monitoring user-generated content and encouraging our community to share their stories also helps us understand their motivations and behaviors on a deeper level.
This consistent two-way communication builds trust, ensures we remain responsive to what matters most to our audience, and allows us to adapt our offerings and messaging accordingly. This approach not only keeps our brand relevant but also fosters loyalty and advocacy within our circular economy movement.
What’s one branding move or campaign that helped elevate your business to the next level?
One pivotal branding move that helped elevate our business was the collaboration campaign between EcoChoiceHub, SCORR LTD, and Tumhaari Sakhi. This campaign brilliantly fused sustainability, artisan empowerment, and storytelling by spotlighting real craftspersons behind the products and showcasing the tangible impact of conscious consumerism.
By sharing authentic stories and videos featuring artisans’ journeys and the positive changes enabled by our circular economy platform, we connected emotionally with our audience and differentiated ourselves from more conventional marketplaces. The collaborative nature of the campaign also expanded our reach and credibility, engaging communities aligned with our values and turning customers into advocates for our mission.
This branding move not only drove engagement and awareness but also strengthened our community and positioned our business as a leader in values-driven, sustainable commerce.
What does success look like for you, not just in numbers, but in purpose or impact?
Success for us goes beyond numbers and sales figures—it’s about creating meaningful, lasting impact in advancing the circular economy and fostering a culture of conscious and balanced consumption. True success means empowering individuals and communities to make informed choices that reduce waste, support ethical production, and preserve the environment for future generations.
We measure success by how effectively we raise awareness, inspire behavioral change, and build a strong, engaged community committed to sustainability. It’s reflected in the stories of artisans whose livelihoods improve, the growth of a transparent and fair supply chain, and the collective movement toward regenerative practices that challenge the status quo.
Ultimately, success is when our marketplace serves as a catalyst for systemic change—helping nations and their people progress through responsible consumption, circular innovation, and shared environmental stewardship. That sense of purpose-driven impact is what truly defines our growth and fuels our mission every day.
How do you personally define success, beyond revenue and growth metrics?
Beyond revenue and growth metrics, I personally define success as the positive difference we make in people’s lives and the environment through our work. It’s about seeing tangible improvements in the well-being of artisans, customers, and communities who engage with our circular economy platform.
Success means creating trust and meaningful connections that inspire sustainable habits and long-term behavioural change. It is also about fostering innovation that challenges traditional consumption patterns and helps build a healthier planet for future generations.
Ultimately, success to me is fulfilling a higher purpose—leveraging business as a force for good, where every decision contributes to collective progress, equity, and environmental stewardship. This holistic impact is more rewarding and enduring than any financial milestone alone.
Can you share a challenge or setback that ultimately became a turning point for your brand?
One of the most significant challenges we faced was overcoming widespread consumer skepticism fueled by greenwashing. Many people found it difficult to trust sustainability claims from brands, which initially made it challenging for us to gain traction and build confidence in our circular economy offerings.
This challenge became a turning point when we chose to embrace full transparency and authentic storytelling as central to our brand identity. We began openly sharing the real stories behind our products—the artisans who create them, the sustainable materials used, and the ethical practices we uphold. This honest approach helped differentiate us in a crowded market and fostered genuine trust with our audience.
By engaging directly with our community through educational content, behind-the-scenes insights, and collaborative campaigns, we built a loyal and active customer base that values integrity and impact. This shift from traditional marketing to purposeful storytelling transformed a setback into an opportunity for meaningful growth and positioned us as a trusted leader in sustainable commerce.
What daily habits or rituals keep you focused, creative, and grounded as a leader?
As a leader, I stay focused, creative, and grounded by starting each day with clear intentions that align with our mission and goals. This helps me maintain a strong sense of purpose and prioritize what’s most important.
To keep my creativity flowing, I make it a habit to learn something new every day—whether that’s reading, exploring fresh ideas, or engaging with different perspectives—which helps me stay innovative and open-minded.
I also stay deeply connected to our community by actively listening to customers, artisans, and team members. This keeps me grounded in the real impact of our work and reminds me of the purpose behind everything we do.
How do you approach innovation and risk in your business strategy?
In our business strategy, we approach innovation with a mindset of continuous learning and adaptation. We actively seek out new ideas and emerging trends in sustainability and the circular economy, evaluating how they can enhance our offerings and create greater impact. Innovation is not about taking unnecessary risks but about thoughtfully experimenting with solutions that align with our core values.
When it comes to risk, we prioritize calculated, purpose-driven decisions. We weigh potential benefits against possible challenges carefully, ensuring that every step forward supports our mission and maintains the trust of our community. This cautious yet open approach allows us to explore new opportunities while safeguarding the integrity and longevity of our brand.
Ultimately, innovation and risk-taking go hand in hand, and we embrace both as essential to driving meaningful progress—balancing bold ideas with careful execution to foster sustainable growth and lasting impact.
What advice would you give to someone starting a business in today’s fast-changing digital world?
My advice for someone starting a business today is to stay deeply connected to your purpose and values, as these will guide your decisions and help you stand out in a fast-changing digital world. Focus on building authentic relationships with your audience—listen to their needs, be transparent, and create real value rather than just selling products.
Embrace digital tools and platforms to reach and engage customers, but don’t lose sight of the human element behind technology. Be adaptable and open to learning, as change is constant. Test ideas quickly, learn from failures, and iterate often.
Finally, prioritize sustainability and ethical practices from the start. Consumers increasingly expect brands to be responsible and transparent, and building your business around these principles will set you up for long-term success and positive impact.
Where can our audience connect with you and learn more about your work or offerings?
For deeper engagement, we encourage following our collaborative campaigns and conversations across various social media channels like Instagram, LinkedIn to stay inspired and informed about conscious living and sustainable choices. Our audience can connect with us and learn more about our work and offerings through our website, Ecochoicehub, where we showcase our full range of sustainable products and share the stories behind them.
We regularly post updates, artisan stories, behind-the-scenes content, and community-focused initiatives related to our circular economy mission on Facebook and Instagram.
Following us on these platforms offers an opportunity to engage deeply with our brand, stay informed about new products and campaigns, and join our growing community of conscious consumers.
