Erda Ally

Erda Ally

Meet Navdeep

At Erda Ally we want to make it easy for everyone to lead a greener life by making eco-friendly products affordable.

Our first product was the reusable coloring mats under our own label “Doodle Dat”. The mat is designed to help provide parents with an alternative to screen time to entertain their children when dining or traveling, whilst teaching them the importance of reducing paper waste. The added benefit is our mats are uniquely designed with intricate detail to aid concentration & motor skill practice. Our signature A5 mats are the perfect party pack fillers, no more candies or cheap plastic toys!


What drove you to kickstart on your business?

Erda Ally was born out of the desire to teach my own kids about sustainable living. Children learn from the environment around them, and are more likely to learn habits that they see at home.

We originally launched our reusable silicone coloring mats in the USA to test the market at the back end of 2019 with our Dino & Fairy Mats in A3 size selling out. We then decided bite the bullet and bring our designs to Singapore launching A5 size party packs.

I delayed starting this for years due to fear, and looking back I wish I’d made the leap sooner.


What is the story behind your brand?

We wanted a name that reflects our brand. Erda literally translates to “Earth” in old English & Ally means “helper”

Our vision is to create products that lead to less consumer wastage. We want to make it easy for everyone to lead a greener life by making sustainable products affordable.

Our long term aim is to introduce % of sales going to charities and we have just introduced 50c donation to Wheen Bee Foundation (Australia) for every starter beeswax wrap pack sold.


Are there any new / upcoming products or projects we can anticipate?

We have an exciting collaboration for our beeswax wraps with a local photographer coming in time for Mother’s Day & lots of new coloring mat designs in the pipeline.


What are some of the main challenges you face?

Unfortunately, Covid happened just after we decided to bring our mats to Singapore. As a result our stock was stuck with our manufacturers for nearly 1 year by which time a lot of competition had already hit the market. Increased costs of beeswax and like most companies the higher freight cost has had a big impact.


What are the 3 words you associate your brand with?

Affordable, sustainable, fun!


What would you say sets you apart from other brands?

Our coloring mats unique Intricate Designs. We spend a lot of time with our in-house designer based in Europe making sure each design is perfect down to that last detail.  

For both our coloring mats & beeswax wraps, we are the most competitively priced in Singapore whilst not compromising on quality.  


Follow @erdaally for their latest updates and new launches or purchase them online from komma!


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