Three Years at Phitons: A Journey of Growth, Challenges, and Purpose

Three years ago, I boarded my last flight out of Singapore, leaving behind nearly a decade of memories, friendships, and professional growth. It was an emotional transition—one that marked not just a change in geography but a complete shift in purpose and direction. Today, as I reflect on this journey with Phitons, I realize that the decision to step into the unknown has been one of the most fulfilling choices of my life.

Laying the Foundation for Growth

Like any startup, Phitons faced its fair share of challenges. The vision was clear—to create sustainable alternatives to single-use plastics—but turning that vision into reality was another story. From the outset, we knew that success depended on more than just innovation; it required structured execution.

Our approach was driven by a simple yet powerful mantra: Standardize, Optimize, Commercialize. This single-minded focus on productization ensured that we were not just developing innovations in a lab but transforming them into real-world, scalable solutions. By refining formulations, streamlining production processes, and ensuring consistency in quality, we laid a strong foundation for growth.

This commitment to structured productization ultimately led us to our first client and set the stage for broader market adoption. Since we began commercialization in January 2024, we have grown at an average rate of 37% month-on-month in terms of order bookings, a testament to the effectiveness of this approach.

Despite our strong start, scaling a sustainable business posed significant challenges. We identified four key hurdles that shaped our journey:

1. Ensuring User Acceptance The best innovations fail if they don’t solve real problems. We approached each industry by identifying pain points and ensuring that our solutions were practical, cost-effective, and seamlessly integrated into existing operations. Our first major client was a direct-to-consumer dairy brand that prioritized quality and sustainability. They were looking for compostable alternatives to plastic bags and pouches to align with their commitment to eco-friendly packaging. Their trust in our innovation validated our approach and gave us the confidence to scale further.
2. Building a Competitive Edge Through Innovation Competing with conventional plastics required us to innovate relentlessly. Rather than engaging in price wars, we focused on differentiation. We introduced the “Three Degrees of Separation” principle—ensuring that every Phitons product had three unique value propositions compared to existing alternatives. This allowed us to build premium, high-value solutions while maintaining healthy margins.
3. Turning Regulations into Opportunities The single-use plastic ban in India was a turning point, but navigating the evolving regulatory landscape required patience and perseverance. Unlike many who capitalized on loopholes and greenwashing, we committed to strict compliance, ensuring that all our products met the highest sustainability standards.
4. Creating Industry-Wide Playbooks for Growth As we expanded, we developed structured industry-wide playbooks to address the unique needs of different sectors. After every major win, we huddled as a team and asked ourselves a crucial question: Why did this client choose us? By analyzing their decision-making process, we identified key pain points that resonated across the industry. Coupled with our Three Degrees of Separation principle, this approach allowed us to refine our playbooks, ensuring they were not just tailored to one client but applicable across the entire sector. With each success, we refined our playbook, ensuring it was adaptable and effective across the industry. This continuous process strengthened our ability to scale solutions efficiently, creating a roadmap for widespread industry adoption.

At Phitons, our mission goes beyond selling products—we help industries reach their sustainability goals through our sustainable packaging solutions. From compostable food packaging to agricultural solutions that replace harmful plastics in farming, we are redefining what sustainability means at scale. Each successful implementation reinforces our belief that innovation must translate into measurable impact.

A Personal Reflection: From Singapore to Phitons

Every sunrise in Singapore was a quiet moment of reflection for me—a reminder of the endless possibilities a new day brings. Watching the city wake up became a ritual, one that gave me clarity and perspective. Looking back, I realize that my transition from Singapore to India was much like those sunrises—a moment of change, filled with promise, purpose, and the courage to embrace the unknown.

The photo here captures a sunrise I once witnessed in Singapore, though no image can truly capture the brilliance and colors of that moment. Still, it serves as a reminder of where this journey began and the inspiration that fueled it.

Leaving Singapore was difficult. After nearly a decade, the city had become home—a place where I had built deep friendships and a strong professional network. But life has a way of guiding us toward paths we’re meant to walk. Today, with Phitons thriving and a family that supports me unconditionally, I know that I am exactly where I need to be.

Becoming a father has added another layer of meaning to this journey. Every decision I make at Phitons is now guided by a larger question: What kind of world do we want to leave behind? This isn’t just about business—it’s about responsibility.

Looking Ahead: The Next Chapter

Three years in, I see this not as a milestone, but as the foundation for even greater impact. The real work begins now—expanding our reach, deepening our impact, and continuing to challenge the norms of packaging and sustainability.

To my family, whose unwavering support has been my anchor, and to our clients, partners, and team members—thank you. Your belief in this mission fuels the work we do every day.

Now, I invite you to be part of this movement—whether as a partner, customer, or advocate for sustainability. Let’s work together to drive sustainability forward—one innovation at a time.