Euclove is the Australian-made brand producing 100 percent natural and organic cleaning products. The range is designed to keep families safe and reduce unnecessary toxic chemicals, with sustainable packaging and refill options – good for the planet, and good for you.
We sat down with Srini Ranganathan, co-founder of Euclove, to discuss the brand’s commitment to natural products, sustainability, and social responsibility.
Euclove started because of your son’s respiratory sensitivities. What was the hardest part of turning a kitchen remedy into a public product?
The hardest part has been helping people realise that natural products can work just as well as, if not better than, harsh chemicals. For decades, consumers have believed that stronger chemicals deliver better cleaning results, so changing that perception takes time.
That’s why we’ve always focused on showing rather than telling. Whether it’s before-and-after results, customer experiences, or seeing the products used in real homes, we want people to judge the performance for themselves. They’re often surprised by what plant-based ingredients can achieve when they’re thoughtfully formulated.
What do you say to someone who’s tried a “natural” cleaner before, found it underwhelming, and now doubts a plant-based product can do the job?
Cleaning performance doesn’t come from harshness alone. It comes from using the right ingredients for the right job. At Euclove, our ingredient choices are driven by research and science. We work closely with formulation chemists to ensure every ingredient serves a purpose, so you’ll find ingredients such as eucalyptus, tea tree, clove and neem throughout the range.
I would never expect someone to switch products based on a label or a marketing claim. The real test is whether it performs in their home, on their surfaces, and within their cleaning routine.
Our ingredients have been used for cleaning and protecting for generations, so we’re taking the best of that knowledge and combining it with modern science to create products that work in today’s homes.
You’re now in over 850 retailers nationally. How do you keep the Euclove mission front and centre while expanding?
I’m very mindful of staying true to who we are as people as the business grows.
We’re still a small, close-knit team, and our decisions continue to be guided by the same values we’ve always had: caring for people and the planet, being transparent, continuously learning and improving, and making things right when we get them wrong.
You support The Nurtured Village with donations and hampers. What drew you to this cause?
The Nurtured Village delivers home cooked meals, hampers and essential items to mothers around Australia experiencing isolation, or from being overwhelmed. We believe that no mother should go through hardship alone, so when The Nurtured Village reached out, we quickly entered into a partnership.
If our support helps even a small number of mothers feel more connected, supported or cared for, then it’s worthwhile.
Your packaging uses recycled plastic and reused cardboard. As you grow, what’s the next sustainability commitment you’re chasing?
Sustainability is always top of mind for us, but it’s also an ongoing process of learning and improving. While our refill pouches are made from 100% recycled plastic, the next challenge is creating opportunities for them to be repurposed or reused.
We’re also exploring opportunities to use rainwater harvesting and purification systems in future manufacturing.
How important is your commitment to being 100% Australian made?
Manufacturing in Australia and sourcing native ingredients locally isn’t just something we’re proud of – it also makes sense for the business.
Our eucalyptus and tea tree oils come from family-owned Australian farms, and the quality of those ingredients plays a major role in the performance of our products.
My vision is to help make natural cleaning products the standard, rather than the alternative. As we grow as a business, Australian manufacturing becomes an even bigger part of our story.
We always strive to maintain Australian quality standards and create local employment opportunities.
If you enjoyed this feature on Aussie company, Euclove, you might want to read our interview with the founder of Exotic Bazaar – Gilava Pour. Click here.
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