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In the race to build faster and taller, the construction industry often leaves a heavy environmental footprint. But what if we could build with speed, efficiency, and sustainability? Sangeetha Menon, Founder and CEO, Hedrad, an NSRCEL-incubated venture pioneering lightweight composite panels in India, discusses her journey of innovation, unique marketing strategy and vision for a greener future in construction with CW.What inspired the name Hedrad and what does it represent in terms of your brand鈥檚 values?The name stems from the core of our panels, which use a honeycomb design based on the shape of a hexahedron. That鈥檚 where 鈥榟edra鈥� comes from. We added a 鈥榙鈥� and it became Hedrad. Interestingly, I later discovered that in Swedish, hedrad means 鈥榟onour鈥�. That connection was a happy accident but it resonated deeply. I now incorporate it into our messaging with phrases like 鈥楬onour the Earth鈥�, which perfectly aligns with our mission to create sustainable building solutions.Hedrad specialises in lightweight, sustainable composite panels. Can you walk us through the journey behind your flagship products and the core problem they solve?The technology has been around for nearly 17 years. It was created by a gentleman in Bengaluru who built several structures, including labour quarters in Coorg that have withstood landslides and are still standing strong today. I came across the product during the pandemic lockdown in 2020 and was fascinated. Having lived in the US, I鈥檇 always wondered why we couldn't replicate their rapid construction speeds in India. I was also troubled by the immense water waste in traditional construction.When I saw these panels, it clicked. This was the solution. I acquired the rights to the technology and restarted production. The core problems we solve are threefold: speed, resource efficiency and environmental impact. Our panels can slash construction time from six months to just one. They drastically reduce the need for water, labour and carbon-intensive materials like cement and steel. Further, they are made from over 90 per cent recycled paper and air, giving them a near-zero embodied carbon footprint, and they are reusable. We once dismantled an entire factory and reassembled it at a new site without discarding a single panel.What has been your core marketing strategy to drive adoption in a traditional industry like construction?Around 80 per cent of our business has come purely through word of mouth. What draws clients in is speed and cost 鈥� our panels are faster to build with and actually cheaper than traditional methods. That flips the common assumption that sustainable means expensive.I also leverage green building conferences smartly. Instead of passive networking, I ask pointed questions during sessions to briefly introduce Hedrad and highlight the often-ignored impact of embodied carbon. That usually sparks conversations. These targeted efforts have helped us grow organically, without spending a single rupee on formal marketing.Which sectors or applications 鈥� external walls, interiors, acoustic pods 鈥� are seeing the most demand for your panels? Are new use cases emerging?Currently, the highest demand is for internal walls and partitions, especially in multi-storeyed commercial and hospitality projects where a quick return on investment is critical. However, we are seeing exciting new use cases emerge. We recently developed sound-insulated acoustic phone booths and meeting pods for open-plan offices. The idea came to me at a noisy airport when I wished for a quiet space to take a call. These pods are 100 per cent eco-friendly and modular, offering a sustainable alternative to imported solutions.How do your products contribute to reducing environmental impact across their lifecycle?The environmental gains are substantial. A lifecycle assessment (LCA) showed our system significantly lowers impact compared to traditional methods, mainly by cutting down on cement and steel use. Our panels are made from recycled materials and offer high thermal insulation, which reduces energy consumption for heating and cooling. Importantly, they鈥檙e also reusable; at the end of a building鈥檚 life, panels can be dismantled and repurposed, avoiding landfill waste. It鈥檚 a truly circular solution, from production to end of life.Have partnerships with architects, developers or other stakeholders played a role in scaling adoption?Absolutely. Architects like Thomas Associates and Sthapati have been crucial champions, introducing our panels to their clients. On the developer front, a major breakthrough came after I presented at NSRCEL, IIM Bangalore. This led to a collaboration with Adarsh Developers, who gave us our first break with a small project and gradually scaled up to their marketing offices and a model apartment. Their trust built our credibility. I also partner with other sustainable manufacturers, like Indoweave, who make fabric from recycled PET bottles, and Samakhya, who create insulation from industrial waste, to build a holistic eco-friendly ecosystem.As an NSRCEL-incubated venture supported by the Goldman Sachs 10K Women programme, what are your next steps in terms of expansion or funding?My priority is steady, sustainable growth. We鈥檙e fully bootstrapped and while I鈥檝e received investor interest, I鈥檝e chosen to avoid aggressive scaling. Our expansion model involves partnering with local players to set up manufacturing units 鈥� only when there鈥檚 a confirmed order pipeline. A pan-India rollout plan is in place; I鈥檓 simply waiting for the right market cues. Long term, I aim to build the company to a stage where it attracts acquisition interest from a larger conglomerate, at which point I鈥檒l be ready to pass the baton.How do you view the evolving landscape for sustainable construction in India and what are the key opportunities and challenges?Sustainable construction in India is poised for a gradual but certain shift. The biggest opportunity lies in winning over key influencers 鈥� large corporates and government bodies 鈥� whose adoption can drive industry-wide change. The core challenge is the deep-rooted belief that strength equals concrete. We tackle this with hybrid models, using our panels for internal walls while retaining concrete externally. For startups, it鈥檚 about patience and proof. The value proposition 鈥� sustainability, speed and cost savings 鈥� is strong and the market will follow.-Kavita ParabPullout quotesCurrently, the highest demand is for internal walls and partitions, especially in multi-storeyed commercial and hospitality projects where a quick ROI is critical.