“Elrhino was actually an accident,” says Nisha Bora. A retired mining engineer, Nisha’s father, Mahesh, was looking for something interesting to do. Rather arbitrarily, Mahesh read about papermakers who used elephant dung to make paper in Rajasthan, a place not known for elephants. “He thought it was such an absurd place to be doing this,” says Nisha, “so what if he did it in Assam?” Immediately, Mahesh travelled to the north to see Rajasthan’s dung papermaking for himself.
Back from Rajasthan, Mahesh began his experiments in papermaking to make it sustainable and socially driven. “Nobody believed that at his age he should be starting a venture.” Most relatives and friends assumed it was a bout of eccentricity retired men are prone to. However, Nisha decided she was going to visit her father to see how she could help him. That visit proved serendipitous for her.
“It was never my plan to make it consumer centric. Were just going to do quality work, sell it at institutional levels, and my jobs was to just to feed people on the ground. Today, after two years, I’ve understood the power of committed customer engagememt is. Elrhino lovers have become fans in spite of the fact that they dont even get to buy our products. So now, were planning to bring the brand to consumers through multiple touch points.”