GreenJams

What is the story of GreenJams?

GreenJams was born from a simple but powerful idea: buildings should not just consume resources, they should actively help reverse climate change. We set out to create carbon-negative construction materials that would redefine what’s possible in sustainable building. Today, our flagship innovation Agrocrete®—a patented bio-concrete made from agricultural residues, industrial by-products, and our proprietary binder BINDR™—is being adopted by leading developers and institutions across India. What began as a research pursuit has now grown into a movement to make construction truly climate-positive.

Can you recall the moment you decided, “I just have to do this”? How did you get started?

I’m a third-generation civil engineer, so construction has been part of my life for as long as I can remember. But I also grew up witnessing its destructive side—how much pollution, waste, and carbon it leaves behind. The turning point came during my final year internship at a high-rise residential project in Bangalore. Standing on that site, I realised I couldn’t spend my life adding to the very destruction I wanted to solve. That was the moment I knew I had to chart a different path—one that would create greener, regenerative construction materials. From there, I immersed myself in research, first through my PhD on hemp concrete, and later building GreenJams to take the science into the real world.

What did it feel like to see your first product, make your first sale, or meet your first customer?

It was exhilarating and humbling. The first time we held an Agrocrete® block in our hands, it wasn’t just a product—it was proof that this crazy idea of turning farm waste into a structural building material could work. Meeting our first customer validated that vision. When they built with Agrocrete® and reported back how much faster, cheaper, and more comfortable the building was, it cemented (pun intended) our conviction that we were on the right path.

What is the expected life of your product?

Agrocrete® is engineered to last as long as conventional masonry—well over 100 years when used correctly in construction. Its strength and durability meet and exceed Indian standards, and with its superior thermal insulation, it not only lasts but performs better throughout its lifetime.

As your products return to the earth, how do they transform and add value to nature without piling up as stubborn garbage?

Unlike conventional concrete, Agrocrete® is not a burden on future generations. When a building made with Agrocrete® reaches the end of its life, the blocks can be recycled into new construction materials. Even if they’re left to return to the earth, they mineralise safely without releasing carbon back into the atmosphere—because the carbon is locked in the matrix permanently unless deliberately incinerated. This way, Agrocrete® continues to add value even after its useful life, ensuring a circular, regenerative pathway instead of becoming landfill waste.

Can you share the story or meaning behind your logo?

Our logo is a reflection of our dreams. Its circular form represents the globe—our vision to build the world greener. The blue bricks signify the way we’re doing it: one brick at a time, steadily and structurally. The green element stands for the flame we are holding up, lighting the path toward regenerative construction. At the same time, it can also be seen as a leaf, symbolising nature and renewal. Together, the design captures our mission: to guide the world towards building greener, brick by brick, while keeping sustainability at the heart of everything we do.

If you could give one piece of advice to someone just starting a sustainable business, what would it be?

Don’t chase “green” as a marketing label—anchor yourself in real science and measurable impact. The world is full of well-intentioned ideas that don’t scale because they can’t match performance or economics. Build something that works better than the unsustainable alternative, prove it relentlessly with customers, and let the impact speak louder than the claims.