08 March 2023
Helping the helpers: the small business changing the world one purchase at a time.
It took some seeking, but Nandeeta Maharaj has found what she’s always been looking for – a way to combine her professional work life with her deep yearning to help.
After a 20 year career in marketing, the busy Mum of three (including Coco the dog), Founded the social enterprise Goods4Good, an online Marketplace selling brands in the hope of making the world a better place. The first time Nandeeta heard the words ‘social enterprise’, was the moment she understood you can actually have a business, earn a living and help others at the same time. On International Women’s Day we ask Nandeeta about her life as a small business owner, and the community connections that keep her inspired.
Q: Who or what sparked your interest in creating your own Social Enterprise?
“About 10 years ago I heard the founder of an incredible company speak at an event. For every plate sold at one of their restaurants, they donate a plate of food to someone experiencing poverty. They run it mainly through schools where children are encouraged to attend – basically a meal for an education – giving them a real chance to break out of the cycle of poverty. I was completely inspired."
Everyone has something that keeps them awake at night. This is an opportunity to help support what you believe in just by doing your regular shopping.
Q: Have you always had a drive to help?
“I grew up in a family where charity has always been very much part of us. I’m one of six kids and my parents were very hands-on in terms of helping the community. I remember growing up in Fiji when there were floods, if there was anything, they were the first one’s out there just doing whatever needed to be done, helping the community. Throughout my career, I always felt like I could do more. I really wanted to do more, but like so many people I was having children, working, life was busy and sometimes you just can’t do any more than that. So I feel privileged right now that I can finally do what I'm really passionate about and give it everything I've got.”
Q: Please tell us about Goods4Good?
“Basically, it’s a marketplace for companies ‘doing good’ in the world – retailers creating sustainable and ethical goods (often creating employment opportunities for marginalised communities), and giving a percentage of their profits to causes they feel strongly about. You can buy anything from socks, to laundry detergent or dog food and support what is important to you at the same time. So for example if you have to buy a gift for someone, you can buy beautiful candles or soaps and your purchase will help rescue animals or go towards pulling someone out of poverty. This is an opportunity to help support what you believe in just by doing your regular shopping.”
It’s a marketplace for companies ‘doing good’ in the world – retailers creating sustainable and ethical goods and giving a percentage of their profits to causes they feel strongly about.
Q: What are your challenges as a small business owner, and who do you lean on for help?
“It can get a bit lonely running a business from the dinner table. It’s really important for me to connect with other women who face similar day to day challenges. You know there are times when I can't even open my laptop because I'm literally on the run because one of my kids is sick or needs to be dropped off. It’s constant. But I’m a member of Mums & Co, which is an amazing network helping women grow their small businesses, and they run events so it’s a great way for me to meet like-minded people and get out of the trackies. I’m also part of Social Enterprise Committees around Australia. They are my tribe. I’ve met and learned from some incredible women. It really is a community where I go to re-energize. Every single person in that community completely understands what I’m trying to do, because they’re doing it themselves.”
Q: What inspires you to help?
There are so many helpers out there and I just want to help the helpers. You know I have a pet food company called SavourLife. They are just crazy about dogs and they raise funds through their dog food and dog treats. Their mission is zero euthanasia for all adoptable dogs. They donate 50% of their profits to neighbourhood shelters and they've just hit $5 million in donations. There’s another called Dignity, and the story of that founder is beautiful. She sold her own home to create other homes for women and children escaping domestic violence. There’s also Eden Jewellery. Their focus is on rescuing and supporting children caught in slavery and human trafficking. This one really rocks my world having two children of my own. There are so many stories. I’m inspired every day.”
Q: What do you ultimately want people to understand about making the decision to purchase from a Social Enterprise?
“I'm really challenging people to buy according to their values. To say, let's make these small adjustments in our life to buy from one of thousands of Social Enterprises in Australia. The ripple effect of that small change has a profound impact on what those businesses can do with the money you're spending with them.”
Nandeeta is a member of Mums & Co, who support and advocate for women in small business, helping to build deep networks, provide strategic guidance and expert resources. They are a digital community plus a point of real-life connection for like-minded women attending their live events. www.mumsandco.com.au
