Startups Are Packing the Ultimate God‑Damn‑Funeral Kit
When a sudden loss hits a busy professional’s life, the last thing you want is a frantic trip to a dozen grocers for cow‑urine, incense, bamboo stretchers, and a last‑minute Hindu priest. That’s why a handful of Indian start‑ups are stepping in with one‑stop “final‑rites” packages that have families breathing a sigh of relief.
From Earthen Pots to Cow Dung: What’s in the Box?
- 38 essential items for a traditional Hindu funeral
- Earthen pots for the cremation ceremony
- Incense sticks to set the mood
- Cow urine and dung – a symbol of spiritual cleansing
- Rice, sesame seeds, and rose water for offerings
- And a bamboo stretcher to carry the deceased to the pyre
“It cut a mountain of stress off the plate when we had to arrange a second family funeral in two weeks,” said Parag Mehta, a 52‑year‑old Mumbai businessman. He ordered the kit online, and it arrived on time – a lifeline in the emotional turmoil.
Reasons the Market Was Gaping
The traditional Hindu funeral ritual is intricate and time‑sensitive: you’re expected to anoint the body with sandalwood paste, burn cow dung, break coconuts, and perform a sacred circuit around the crematory. The deceased is then carried on a bamboo stretcher and the ritual ends with the body lit and the ashes poured into the Ganges.
Because these rites must happen quickly – within 24 hours or, at the latest, three days after the death – there was a sizable gap between the need for a fully stocked kit and the chaos of sourcing each item in a rush.
Enter SarvaPooja
“Prayers for all” is the proud tagline of SarvaPooja, a Mumbai‑based startup that has already shipped around 2,000 kits in just under a year. The founder, Nitesh Mehta (no relation to Parag), noticed the market’s drag and created a digital one‑stop shop that lets families get everything they need at the click of a button.
As “sudden bereavement” can occur at any time, the convenience of an online kit has made budding start‑ups a god‑send for urban professionals, while traditional funeral homes are seeing their business wane. Who knew that amid the core fabric of sorrow, a little entrepreneurial ingenuity could bring a semblance of calmness to an otherwise chaotic process?
Dignified Farewells in the Digital Age
In a bustling Mumbai factory, a team creates a “final rites kit” that blends tradition with convenience. Think cow urine, dried dung, earthen pots, sesame seeds, and a dash of modern tech.
Why this kit matters
- Target audience: It speaks to Hindus, Jains, Gujaratis, and Sikhs.
- Convenience factor: Instead of juggling a whole lot of rituals, the kit delivers the essentials in one bundle.
- Profit status: The business isn’t making a fortune yet—many still swear by the old ways.
The traditional side of things
Shashi Shinde, who runs a funeral shop beside a crematorium, has a 40‑year track record:
“People want shortcuts now. Online platforms give that… they’re starting to bite the wind of traditional stores.”
Shinde’s rivals include:
- Mokshshil (Ahmedabad) – a 3‑year‑old startup offering a 32‑item kit.
- Anthyesti (Kolkata) – handles crematoriums, priests, and transport.
Speaking out about death
Bilva Desai Singh, of Mokshshil, wants to break the taboo:
“India’s a massive country with a lot of stigmas. Raising awareness is the key to making death a dignified conversation.”
Both companies are eyeing:
- Expansion into more Indian cities.
- International shipping of their kits.
Going beyond borders
Computer engineer Mehta plans to broaden SarvaPooja’s horizons, even tapping into Muslim funeral services.
“Death’s unavoidable. We aim to help everyone honor their loved ones with dignity, no matter the faith.”
