We’re on a mission to reintroduce Ayurvedic rituals into people’s lives:Swati Vakharia

Adgully has been turning the spotlight on the entrepreneurs who fought against all odds to bring their dreams to fruition in our special series – START-UP STARS. We at Adgully wholeheartedly support the ‘Vocal for Local’ movement and have been featuring numerous local/ homegrown businesses, brands, and Apps in the country launched in the last few years.

In conversation with Adgully, Swati Vakharia, Founder, Nabhi Sutra, speaks about the growth and entrepreneurial journey of her venture, story behind the founding of Nabhi Sutra, creating awareness about and acceptance of belly button oil in the country, establishing a foothold in the wellness industry, participating in ‘Shark Tank’, and much more.

What inspired the founding of your startup, and what problem did you set out to solve?

After being a mother, my focus was on solving my own hair and skin-related issues. I was more focused on Ayurveda and natural remedies rather than trying allopathy. That’s when I discovered Nabhi oiling, which turned out to be very effective. However, surprisingly, I also found out that no products were available in the market for this. So, I teamed up with my cousin, an Ayurvedic MD, and together we started Nabhi Sutra.

The biggest challenge was introducing this new concept to people in India who were unfamiliar with it. Creating awareness and making it a habit for them was key and I wasn’t sure how open people would be to this idea or what kind of response I would get. Starting with just Rs 5 lakh in savings, the additional challenges we faced were, in which category the government and Amazon would look at our product. However, despite these hurdles, we overcame them and successfully launched our brand.

Could you provide an overview of your product/ service and its unique features or benefits?

We started with six categories of belly button oil and now we offer nine, covering everything – from hair and skin care to relief from joint and menstrual pain. Eventually, we also realised that there’s a treasure trove of effective, age-old natural remedies that haven’t yet become mainstream in our modern lifestyle. To bring that out, we launched another sister brand, named Adhyay.

Adhyay offers products like scalp therapy oil and skin care cream, with unique formulations and benefits. One standout is our Shatrughna Gita cream, which is made up of 100 times washed cow ghee, a traditional remedy trusted by doctors for conditions like eczema and psoriasis. It deeply nourishes the skin and is incredibly effective, making it our hero product since its launch in April.

How does your startup differentiate itself from competitors in the market?

We’re not just another player in the market; we’re pioneering Ayurvedic belly button oil. We had to create the entire market ourselves, educating and raising awareness among people about this traditional practice. Unfortunately, some competitors tried to copy us, even going so far as to use our name and videos on their websites.

Despite these challenges, we stand out with our commitment to quality and education. We’re not just selling products; we’re on a mission to reintroduce Ayurvedic rituals into people’s lives. Unlike many competitors who use chemical-laden products, we focus on natural, therapeutic-grade ingredients. Take, for example, our hair oil. While others offer generic bottles, we provide a complete system, including a dropper and guide users through a step-by-step process with thoughtful formulations and application techniques. This ensures maximum effectiveness and prevents damage to the hair. Our unique approach sets us apart in the market, as we prioritise providing solutions rather than just products.

What milestones has your company achieved so far, and what are your future growth plans?

Over the past four years, our journey has been quite remarkable. We’ve seen our user base grow steadily, reaching over 3.5 lakh users. Being featured on ‘Shark Tank India’ Season 3 was a significant highlight for us. The positive feedback and interest from investors like Aman Gupta and Anupam Mitral were incredibly encouraging. Their recognition of our products, packaging, and branding affirmed our efforts and gave us confidence in our direction.

Looking towards the future, we’re eager to expand internationally. Our immediate focus is on entering the US market, with plans to launch our products on Amazon USA. We’re currently finalising our packaging to ensure it aligns with US standards and expectations. This step marks our first venture into the international market, and we’re excited about the opportunities it presents.

Moreover, we’ve received invitations from six different countries to introduce our products there. Exploring these opportunities is part of our strategic growth plan as we aim to establish our presence globally. It’s an exciting phase for us, and we're committed to using our success in India to create a strong international presence.

Who are your target customers, and how are you acquiring them?

Our target customers span across India and beyond, catering to a wide demographic. Our products cater to people ranging from 3 to 4-year-old children to seniors aged 70-80 years and beyond. Whether male, female, child, or senior citizen, we have offerings for everyone, including hair care, acne treatment, menstrual pain relief, joint pain solutions, and sleep-inducing oils. Our ideal customer is someone who values the principles of Ayurveda.

Additionally, we focus on using social media, to reach as many potential customers as possible. Social media provides a space where people can take the time to learn about our concept, read up on our products, and gather sufficient knowledge before making a purchase. By engaging with our audience on social media, we aim to convert them into loyal customers.

How has the startup evolved since its inception, and what challenges have you overcome along the way?

Since our inception, we’ve experienced significant growth, transitioning from pioneers of a new concept to amassing over 350,000 users. Along the way, we’ve also focused on educating people about this innovative idea. However, our major challenge has been managing cash flow. We’ve tackled this by operating in small batches to minimise financial strain. Additionally, we have used government support and secured loans, including a substantial Rs 1.5 crore loan aimed at promoting women’s empowerment. These initiatives have been instrumental in overcoming our cash flow hurdles.

Furthermore, national television exposure has provided a significant boost, this has allowed us to effectively control marketing costs. Following this exposure, we witnessed a 2.5x increase in our operations and a corresponding 3.5x surge in traffic. Currently, we’re exploring various investment opportunities to propel us into the next phase of growth.

How does your startup contribute to the industry or community you operate in?

Since our brand is inherently natural, we prioritise sustainability in our operations, aligning with our commitment to nature. To honour this, we’ve minimised plastic usage in our packaging, opting instead for recycled materials. Despite challenges like addressing glass leakage and navigating shipping complexities, we persist in our sustainable practices. Moreover, we extend our impact beyond our products through partnerships with charitable organisations like the Women’s Planet Foundation. Through various campaigns, we raise awareness about natural solutions and menstrual hygiene, a cause we’ve championed even before the inception of our brand.

Additionally, for the past seven years, we’ve actively supported initiatives in different communities, and we’re determined to expand our efforts further. With increased funding from Navi Sutra, we aim to amplify our contributions to both nature and people, continuing our journey towards a more sustainable and socially responsible future.

How does the company measure success, and what are its key performance indicators (KPIs)?

For us, success isn’t solely about numbers or becoming a multi-crore company. Feedback from our customers is our primary measure of success. That’s why we deliberately chose to bootstrap our company, despite receiving early investment opportunities.

In the initial days, acquisition offers came our way, but we made a conscious decision to decline them. We believed it was crucial to truly understand our customers and the market before considering external investment. Even when we participated in platforms like ‘Shark Tank’, our main goal was to raise awareness rather than focusing solely on securing funding. Our success lies in how effectively we address people’s health concerns and solve problems, rather than the size of our company or the amount of funds raised.