In this episode of Checkout, we chat with the unstoppable Anaita Sarkar, co-founder of Hero Packaging, author, content creator, and all-round e-com powerhouse. Anaita is redefining what it means to be an entrepreneur in today’s fast-paced digital world. From launching eco-friendly packaging solutions to building a personal brand with over 300,000 TikTok followers, Anaita is a woman of many talents. Her deep understanding of marketing, coupled with a passion for sustainability and business growth, has propelled Hero Packaging to new heights.
A Creepy Doll That Won’t Shut Up
Anaita’s weirdest online purchase is the stuff of nightmares— a talking doll with a mind of its own. “It’s been programmed with my kid’s name, so it says, ‘Hello Olivia’ in the middle of the night,” she explained. What was meant to be a cute, personalised gift quickly turned into a spooky experience when the doll randomly started talking at 3am. “It freaks us all out, but we don’t know how to turn her off,” she laughed. Despite the unsettling experience, Anaita can’t bring herself to get rid of it because it’s personalised for her daughter.
Nathan shares a similarly spooky experience with his Kogan TV, which randomly plays horror movie trailers at night. Both agreed that some online purchases, while entertaining, come with unexpected side effects!
Retailer Inspiration: Jolie Skin, Nakey and FAYT the Label
Anaita looks to several standout retailers for inspiration, all of whom have found success in their respective markets. Jolie Skin, a US-based brand, is one of those companies that has caught her attention with its innovative approach to skincare and e-commerce. But the Australian brand Nakey is a particular favourite of hers, “Nakey is absolutely smashing it… they are killing it here and internationally,” Anaita said, noting how the brand has quietly scaled to become a massive success in Australia and beyond. Known for their hammocks and sustainability-driven products, Nakey’s growth is impressive, particularly because they manage to stay under the radar.
FAYT the Label, led by Brittany Saunders, is another brand that Anaita holds in high regard.
“Brittany is part of the new age of e-commerce. Everyone is watching what she’s doing and trying to emulate her.”
FAYT the Label’s ability to use free, engaging content—like warehouse videos and fun social media trends—is a case study in how organic marketing can drive loyalty and growth.
SEMrush and Apple Notes: Her Must-Have Tech Tools
Managing multiple aspects of a business like Hero Packaging requires more than just hard work—it demands the right tech tools. For Anaita, SEMrush has become indispensable when it comes to monitoring how her brand ranks against competitors. “I’m on SEMrush a lot… constantly monitoring how we’re doing organically compared to our competitors,” she explained. This comprehensive tool allows her to track keyword rankings, analyse traffic, and dive deep into SEO performance, helping her stay ahead of the game.
But it’s not just advanced software that keeps her on track. Anaita relies just as heavily on Apple Notes, a simple yet effective tool that she uses every day to jot down ideas, organise tasks, and plan out her work. “I use it every minute of every day,” she said. With these two tools, Anaita has created a workflow that balances detailed data analysis with everyday practicality, helping her stay organised and focused.
How Brands Grow: The Hero Packaging Bible
When asked for a book recommendation, Anaita doesn’t hesitate: ‘How Brands Grow’ by Byron Sharp. “It’s the one thing that has made Hero Packaging the market leader in sustainability,” she revealed. Sharp’s principles on building a brand rather than focusing solely on product differentiation have shaped her entire business approach. For Anaita, the book’s focus on long-term brand development has been a key driver behind Hero Packaging’s success.
The book’s influence is evident in the way Hero Packaging positions itself in the market—not just as a company that sells eco-friendly products but as a brand that people connect with.
We’ve focused on brand growth, and that’s been a key factor in how we’ve scaled.
Anaita has taken these insights and applied them in her day-to-day operations, ensuring that Hero Packaging stays relevant, memorable, and sustainable in the eyes of consumers.
Anaita also recently launched her own podcast with Jess Ruhfus, Marketing ATM, where she dives into the latest trends in e-commerce, marketing, and business, offering listeners real-time, actionable insights from her own experience.
Cracking the US Market: Hero Packaging’s Next Big Move
Anaita’s biggest challenge today is expanding Hero Packaging into the US market, a tough nut to crack for any Australian business. After a costly first attempt, Anaita is rethinking her approach and is now laser-focused on finding a more sustainable and profitable way to make it work. “We’re really focused on international expansion over there and just figuring out what’s the most profitable way of doing that,” she said, acknowledging the lessons learned from the initial foray.
Scaling a business internationally isn’t easy, but Anaita is optimistic about getting it right within the next 12 months. For her, this move is about more than just growth—it’s about ensuring Hero Packaging can maintain its commitment to sustainability and profitability as it enters one of the largest markets in the world. With a more cautious and strategic approach this time around, she’s determined to make Hero Packaging a global player.
Anaita’s journey highlights the importance of resilience and innovation in e-commerce. Her experience shows that setbacks aren’t failures, but opportunities for reinvention and growth. By owning your processes, focusing on long-term brand building, and staying adaptable, businesses can create lasting connections with customers. Most importantly, Anaita reminds us that enjoying the process and staying passionate are key to sustaining success, even in the toughest moments.
Resilience and Reinvention are Key
Anaita demonstrates the importance of resilience and innovation in e-commerce. Her approach shows that setbacks aren’t failures, but opportunities for reinvention and growth. By owning your processes, focusing on long-term brand building, and staying adaptable, businesses can create lasting connections with customers. Most importantly, Anaita reminds us that enjoying the process and staying passionate are key to sustaining success, even in the toughest moments.
The Checkout is a short snippet of our conversations.
