'I would never buy a brand that tests their products on animals, uses child labour, fails to source products ethically'

Kaatya Mishra is the ESG and Impact Investment Analyst at Global Equity Fund. She also engages in research and advocacy for sustainability and ESG practices through her writings. 

“You may say I am a dreamer, but I am not the only one. I hope someday you’ll join us. And the world will live as one.” These words by John Lennon inspire her to work relentlessly to advocate for climate change and sustainability. She beleives that if each of us takes responsibility for the people and the planet around us, we can achieve a more equitable and sustainable future. 

After earning a Bachelor’s degree in Business Administration with a major in Finance, Mishra didn’t want to confine herself to the finance and investment world. She then explored diverse fields over three years to find her calling. This resulted in her changing jobs three times before joining Global Equity Fund as an ESG and Impact Investment Analyst, and what she believes to be her calling. In this time, she shares that she has had incredible learning opportunities and met remarkable people. 

In this edition of Business 360, Mishra talks about her pick of top brands.

Top 3 brands 
Pathao: The quirky notifications and moment marketing they do is taking digital marketing to a different level in Nepal. 
Kayo: I see Kayo as a luxury handicraft brand which reflects the culture of Nepal. I love the idea of gifting a piece of our culture whenever I buy from Kayo.
Juju Wears: Juju is more than an apparel brand with the representation of authentic Nepali prints and the first apparel brand in Nepal that came with the idea of conveying messages. 

Your all-time favourite brand
Since I like reading, you will always find me with a book. So, my all-time favourite brand has to be Penguin Books. They often add some good notes or even superior translations to add value, especially in their classics. 

Do you think expensive is better? 
Not really. The notion that pricier goods are always of higher quality ignores the complex elements of product value. Price and quality are not always directly correlated, because quality and value are subjective concepts. You may pay a price for the name, but you can also pay a good price for quality. I believe distinguishing between the two is the key. 

How does advertising influence your purchase?
During adolescence, when our bodies change so much, many of us experience insecurities, and I was no different. I had numerous insecurities about myself. One day, while watching television, I came across Dove’s ‘Real Beauty’ campaign. This campaign had a profound impact on me by challenging traditional beauty standards and aiming to empower women of all shapes and sizes. It celebrated diversity and promoted self-acceptance, offering a refreshing perspective that resonated deeply with me. And that made me buy the Dove soap bars, this is only one instance of how advertising has influenced my purchase by having an emotional connection. 

A company that has got its branding spot on
From my perspective, it has to be the Tata Group. They are the pioneers in every sector, with a 150-year legacy in India and globally. Tata companies centre their vision on community and build their businesses on trust, embodying excellence and reliability. From revolutionising steelmaking to combating plastic pollution, empowering sustainability and upholding human rights, Tata Group has set benchmarks for businesses around the world.

Gadgets you use 
I am not a tech-savvy person, but I do have a curated selection of gadgets that I rely on. My essentials include my mobile phone, laptop, watch and earbuds.

Functionality or aesthetics
Aesthetics versus functionality is an age-old dilemma, but I believe both matter equally, as the aesthetic aspect helps to connect emotionally while the functionality aspect provides a seamless experience.

An entrepreneur you admire 
The entrepreneur I admire the most has to be my elder brother. His success in his venture is commendable, but what truly sets him apart is his dedication to the family. Despite the immense responsibilities he shoulders at work, he consistently prioritises being there for us. He is not only my role model but also a constant source of inspiration.

3 things brands can do to retain customers
Firstly, brands need to be socially responsible which will incentivise customers to be associated with the brand. They next is to act on feedback, by continuously improving the product. And lastly brands need to deliver on promises. In my opinion doing these will definitely build trust and help retain customers. 

You would never buy a brand that…
Test their products on animals, use child labour, fail to source products ethically, are inconsistent with deliveries, have poor customer relationship management, and are reluctant to take feedback.

A startup in Nepal that deserves recognition 
Doko Recyclers has an impressive range of upcycled products. Also, for corporations seeking to make an impact through improved waste management, they provide comprehensive waste pickup services, including e-waste and confidential documents. Additionally, they offer a dashboard that tracks and highlights the positive impact your organisation is making through proper waste management.

Online or offline shopping
I usually shop online due to time constraints. However, when I have the opportunity, I enjoy visiting stores to see and feel the products before making a purchase. Additionally, when I need something urgently, I prefer shopping in person to avoid shipping delays.

3 top online sites you use for purchases
Daraz, Instagram and Pathao are my top three online sites. I find them very easy to use and are super convenient. 

One thing you would never buy online 
That would be perfume as I am very particular about the fragrance I choose.

A brand you would never hesitate to recommend
Mheecha. I have been using a Mheecha bag for three years, and it is still in excellent condition, just as it was when I first received it.

Would you ever buy a fake of your favourite brand?
No, I wouldn’t buy counterfeit products of my favourite brand because I value authenticity and quality.

3 things that top your search list on Google for shopping or travel 
I don’t consider myself a traveller but there are three places that I really want to visit someday and it has to be Paris, Italy and Sussex.