Kenya - Startup under 3 years old

Describe your project or startup in a few words

KRHP, founded by a mom with 14 years of corporate experience, brings you eco-friendly cleaning products. Enjoy effective, affordable, and sustainable solutions for your home. Support our mission for a cleaner, greener Kenya! Like and fund us today!

01.01 Describe your startup in more detail

Introducing KRHP, founded by Kristine Reuben, a dedicated mother with 14 years of corporate experience. At KRHP, we understand the growing concerns about harmful chemicals in cleaning products. Our mission is to provide eco-friendly, effective, and affordable cleaning solutions for Kenyan households and businesses. In Kenya, 70% of consumers are willing to pay more for eco-friendly products, yet only 30% of available products meet these standards. Many cleaning products contain harsh chemicals that pose risks to families and the environment. We address this with our original detergents and an eco-friendly product line starting in Q4 2024. Our products are tough on dirt yet gentle on the environment. KRHP's commitment to sustainability extends to eco-friendly manufacturing processes and local production, reducing our carbon footprint. We aim to make sustainable living accessible for everyone. Join us in our mission for a cleaner, greener Kenya with KRHP. Cleaning with confidence.

01.02 What is the main problem you are trying to solve?

KRHP aims to solve the problem of harsh, ineffective, and expensive cleaning products. Founded by Kristine Reuben, a mother and wife frustrated with available options, KRHP focuses on creating safe, effective, and affordable cleaning solutions. In Kenya, demand for eco-friendly products is growing at 20% annually due to increased consumer awareness of environmental and health impacts. Our dual product lines, including the new Eco-Clean line, cater to busy households and small businesses seeking cost-effective, sustainable cleaning solutions. By 2028, we project revenues to reach Ksh. 4.5 million, addressing a clear market need.

01.03 Tell us the major benefits and/or advantages of using the product/service that your startup provides (at least 3).

KRHP offers significant benefits with its dual product line, addressing the need for safer, more effective, and affordable cleaning solutions. The rising demand for eco-friendly products, growing at 20% annually in Kenya, underscores the importance of our Eco-Clean line, launching in Q1 2025, which targets environmentally conscious consumers. Our original line serves busy households and small businesses, ensuring comprehensive market coverage. KRHP's products not only promote health and sustainability but also offer high profitability and market growth, making it an attractive investment opportunity with promising returns and community impact.

01.04 Please describe who exactly your startup’s product/service is aimed at serving. Who are the targeted beneficiaries?

KRHP is aimed at serving busy mothers, household managers, and small business owners in Kenya. The primary target market includes middle-income households seeking safe, effective, and affordable cleaning solutions, particularly eco-friendly options. The secondary target market comprises small businesses and professional cleaning services requiring cost-effective, bulk cleaning supplies. The market size for eco-friendly products is growing at 20% annually, driven by increased environmental awareness. With Kenya's middle-income population estimated at 6.5 million and over 100,000 small businesses, KRHP addresses significant and expanding market needs.

01.05 When was your company established?

2023-02-18

01.06 Are you already selling your product/service?

Yes

01.07 How many other owners are there within your startup?

0

01.08 Among the other owners, how many are female?

0

01.09 Please describe the profile of the other owners within your startup (skills, experience, etc.)

This is a sole proprietorship, no other owners.Kristine Reuben, the founder of KRHP, is a seasoned entrepreneur and dedicated professional with 14 years of experience in general management, sales, operations efficiency, and customer service. Her entrepreneurial journey began in 2009 with a printing firm, followed by selling nail salon accessories and running a dairy products shop. Each venture taught her valuable lessons, improving her skills in profit maximization and business scaling. As a mother and wife, Kristine's frustration with harsh cleaning products inspired her to create KRHP. Her passion for providing safe, effective, and affordable cleaning solutions, coupled with her extensive professional background, positions her to lead KRHP to market leadership.

01.10 If you have a website, a social media page (Facebook, Instagram, Linkedin…), or app, please provide the link(s) here:

https://l.facebook.com/l.php?u=https%3A%2F%2Fwww.instagram.com%2Fkrhomeproduct%3Ffbclid%3DIwZXh0bgNhZW0CMTAAAR2PSCyoEdZZiVetzrF-r34vdEJvLDQxa9g7qHXJU8ZJL7SbznomKiAW7V0_aem_AbJynSV9PLwXBz2pfegAT6Xj6uEq1YnBk61XupMIBSq9-kV5SVR7d0ZIZxBI_WdRce6j3cWY7-1vKsyls1L

01.11 Which industry best describes your project?

b) Materials (agriculture, fishing, chemical products, construction materials, containers and packaging, metals and mining, paper and forest products)

02.01.01 My startup contributes to the No poverty goal

6

02.01.02 No poverty - Justification for my startup

KRHP actively fights poverty by creating job opportunities, offering fair wages, and ensuring a safe working environment, thereby improving the standard of living for employees and their families. By sourcing materials locally, KRHP supports small businesses and contributes to local economic growth. The company’s affordable and effective cleaning products reduce household expenses, leaving more income for other essential needs. Additionally, KRHP is committed to community development programs that empower disadvantaged groups, fostering economic stability and resilience.

02.02.01 My startup contributes to the Zero hunger goal

6

02.02.02 Zero hunger - Justification for my startup

KRHP indirectly contributes to Zero Hunger by supporting local agriculture through sourcing raw materials locally, thereby boosting the agricultural economy and enhancing food security. By creating jobs, KRHP enables families to afford nutritious food, and its commitment to community initiatives addresses food insecurity and promotes sustainable agricultural practices. Additionally, KRHP’s eco-friendly practices help reduce pollution and soil degradation, supporting healthier, sustainable agricultural practices that contribute to long-term food security.

02.03.01 My startup contributes to the Good health and well-being goal

7 - Strongly Agree

02.03.02 Good health and well-being - Justification for my startup

KRHP’s cleaning products are designed to be gentle yet effective, reducing exposure to harmful chemicals and promoting healthier living environments. The company’s eco-friendly line ensures that households can maintain cleanliness without compromising health, contributing to overall well-being.

02.04.01 My startup contributes to the Quality education goal

6

02.04.02 Quality education - Justification for my startup

KRHP supports educational initiatives by providing schools with cleaning supplies, and ensuring a hygienic learning environment. The company also offers educational programs on hygiene and environmental sustainability, raising awareness among students and communities.

02.05.01 My startup contributes to the Gender equality goal

7 - Strongly Agree

02.05.02 Gender equality - Justification for my startup

KRHP champions gender equality by providing equal employment opportunities and promoting women in leadership roles. The company’s focus on women as primary influencers in purchasing cleaning supplies aligns with its commitment to empowering women economically.

02.06.01 My startup contributes to the Clean water and sanitation goal

6

02.06.02 Clean water and sanitation - Justification for my startup

By producing environmentally friendly cleaning products, KRHP helps reduce water pollution, ensuring safer and cleaner water sources. The company will also educate communities on sustainable cleaning practices that conserve water.

02.07.01 My startup contributes to the Affordable and clean energy goal

6

02.07.02 Affordable and clean energy - Justification for my startup

KRHP is committed to using energy-efficient processes in its production facilities, reducing its carbon footprint and promoting the use of renewable energy sources where possible.

02.08.01 My startup contributes to the Decent work and economic growth

7 - Strongly Agree

02.08.02 Decent work and economic growth - Justification for my startup

KRHP creates job opportunities and ensures fair wages and safe working conditions, contributing to economic growth. The company’s local sourcing practices support small businesses and stimulate local economies.

02.09.01 My startup contributes to the Industry innovation and infrastructure

7 - Strongly Agree

02.09.02 Industry innovation and infrastructure - Justification for my startup

KRHP will utilize innovative production methods and collaborate with research institutions like KIRDI to develop sustainable cleaning products. This fosters industrial growth and enhances infrastructure within the local manufacturing sector.

02.10.01 My startup contributes to the Reduced inequalities goal

6

02.10.02 Reduced inequalities - Justification for my startup

KRHP promotes inclusivity by ensuring equal opportunities for all employees and will be supporting community programs that target underprivileged groups, thereby reducing social and economic inequalities.

02.11.01 My startup contributes to the Sustainable cities and communities goal

7 - Strongly Agree

02.11.02 Sustainable cities and communities - Justification for my startup

KRHP’s eco-friendly products will contribute to creating cleaner and healthier urban environments. The company will also engage in community clean-up initiatives and educates residents on sustainable living practices.

02.12.01 My startup contributes to the Responsible consumption and production goal

5

02.12.02 Responsible consumption and production - Justification for my startup

KRHP emphasizes sustainable production methods and encourages responsible consumption through its eco-friendly product line, reducing waste and environmental impact.

02.13.01 My startup contributes to the Climate action goal

7 - Strongly Agree

02.13.02 Climate action - Justification for my startup

y minimizing the use of harmful chemicals and reducing its carbon footprint, KRHP actively participates in climate action. The company will also educate consumers on the environmental impact of their cleaning habits.

02.14.01 My startup contributes to the Life below water goal

5

02.14.02 Life below water - Justification for my startup

KRHP’s eco-friendly products help prevent water pollution, protect marine life from harmful chemicals and promoting healthier aquatic ecosystems.

02.15.01 My startup contributes to the Life on land goal

6

02.15.02 Life on land - Justification for my startup

KRHP supports sustainable agricultural practices through local sourcing and reduces land pollution with its biodegradable products, contributing to healthier terrestrial ecosystems.

02.16.01 My startup contributes to the Peace Justice and Strong Institutions goal

7 - Strongly Agree

02.16.02 Peace Justice and Strong Institutions- Justification for my startup

KRHP operates with transparency and integrity, fostering trust and accountability within the community. The company supports fair business practices and ethical governance.

02.17.01 My startup contributes to the Partnerships for the goal

6

02.17.02 Partnerships for the goal - Justification for my startup

KRHP collaborates with local and international organizations, research institutions, and communities to achieve shared sustainability goals. For instance, KRHP partners with the Kenya Industrial Research and Development Institute (KIRDI) to utilize their manufacturing facilities and research expertise, promoting the production of innovative and sustainable cleaning products. The company also plans to engage with local NGOs in the future for community clean-up initiatives and educational programs on hygiene and environmental sustainability. Additionally, KRHP will engage with international environmental organizations to adopt global best practices, enhancing resource mobilization and knowledge exchange. These partnerships foster collective progress towards the SDGs by driving sustainability and innovation.

06.01 There are a large number of customers who already use a product/service very similar to the product/service we envision creating.

6

06.02 The product/service represents an entirely new type of product/service.

3

06.03 The product/service could be described as a new technology.

2

06.04 The product/service is an improvement on an existing product or service.

6

06.05 The product/service could be described as an extension of a range of products or services.

6

06.06 The product/service responds to a demand or need that has not been satisfied by other products/services.

7 - Strongly Agree

06.07 The product/service is a new version of an old product/service.

6

06.08 Justification for my startup

KRHP builds on existing cleaning products, offering an eco-clean line that refines traditional formulas with sustainable ingredients and packaging. Market research indicates a 30% increase in consumer demand for eco-friendly alternatives over the past year. We're meeting this demand by providing greener solutions while maintaining efficacy. Our innovation lies in providing familiar yet improved products that align with evolving consumer values. Feasibility stems from addressing this clear need for sustainable options in a growing eco-conscious market.

06.09 Competitive Analysis

KRHP faces competition from global giants like Reckitt Benckiser, S. C. Johnson & Son, Inc., and Procter & Gamble in Kenya's traditional cleaning market, controlling 60% of the sector. However, our original line sets itself apart with innovative formulas, showing a 25% faster dirt removal rate based on customer feedback. In the eco-friendly segment, rivals such as Seventh Generation and Ecover dominate, holding 50% of the market share. What distinguishes us is our dedication to sustainability without compromising efficacy. With 80% of Kenyan consumers prioritizing eco-friendly products, we capitalize on this demand by offering solutions that are locally sourced and 100% biodegradable, resonating with our environmentally conscious customer base.

11.05 Are you initiating actions within your community to promote the role of female entrepreneurs?

While I haven't individually initiated actions within my community to promote female entrepreneurs, my focus has been on growing my business and fulfilling family responsibilities. However, I actively contribute through Rays of Hope, an all-female investment group of women entrepreneurs. We train others in making cleaning products, running a business, attending exhibitions to promote members' products, guarantee each other's loans, provide mutual support, and market our products collectively. This collaboration empowers and inspires women in our community to pursue entrepreneurship, effectively promoting female entrepreneurship.