From MBBS to MBA: Entrepreneur Clocks ₹1.2 Cr Annually with Eco-Friendly Furniture

It all began when Dr Ayushi Jain Gupta, an urban dweller with a deep love for nature, faced a common dilemma: her balcony garden was struggling due to bulky, unattractive planters that either cracked under the sun or were too heavy to move. 

Frustrated by the lack of suitable options, she envisioned a new kind of planter that would seamlessly integrate with modern lifestyles while being eco-friendly. 

This vision led to the creation of NORA, a brand dedicated to revolutionizing green spaces. 

Nora planters are a blend of innovation and sustainability, crafted from sustainable materials and designed to be lightweight, durable yet easy to maintain. 

They bring together high-quality, visually aesthetic elements that complement contemporary homes, making it easy for anyone to enhance their living spaces with a touch of nature without compromising on style, environmental responsibility, or personal budgets. 

Dr Ayushi Jain Gupta founded Nora with a straightforward goal: to provide practical solutions for everyday challenges, like furniture and planter pots that stand the test of time and environment.

THE BEGINNING 

Dr. Ayushi Jain Gupta earned her MBBS from Shenyang Medical College and later completed her MBA at the Indian Institute of Planning and Management. 

In 2017, she and her husband, Anurag Gupta, co-founded RFM Automotives, marking their entry into the manufacturing industry.

RFM Automotives, based in Gurgaon, has since established itself as a trusted name in the production and sale of automotive components for commercial vehicles. 

Leveraging their strong foothold in manufacturing, Dr. Ayushi and Anurag expanded their vision by launching Nora, a new startup under the RFM Automotives umbrella.

In an interview with Startup Pedia, Dr. Ayushi Jain Gupta shared, “Our family business has been thriving, but I wanted to create something more personal, something that would seamlessly integrate into people’s daily lives while also contributing positively to the environment. That’s how Nora came to be.”

After carefully planning and ideating, Dr. Ayushi launched Nora in 2022.

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THE SUSTAINABILITY GOAL

Dr Ayushi Jain already had the necessary expertise in manufacturing and decided to leverage that for Nora. 

The brand specializes in products like planter pots, outdoor furniture, and toys and school furniture but the distinguishing factor has been the focus on convenience and environmental sustainability.

Ayushi explains, “There’s a widespread misconception that sustainable products lack durability—that they’re more about aesthetics than practical, everyday use. With Nora, I’m determined to challenge that notion. A common issue I noticed was the fragility of planter pots. Like many of my friends, I found myself constantly replacing them because they would crack so easily. This inspired me to design a planter pot made from recyclable materials that is not only sustainable but also crack-resistant.”

Nora’s planter pots are made of high-grade polymer material which is eco-friendly and recyclable. The pots are also resistant to UV rays and are weather-proof. 

They are lightweight and sturdy at the same time. And of course, they do not crack and are way more durable than the conventional ceramic pots.

“Gardening is increasingly becoming a Gen Z activity. We see more youngsters wanting greenery in and outside their houses, that’s why we made these planter pots in aesthetically pleasing colors and designs. They’ve become one of our bestsellers and an Instagram hit,” Ayushi adds.

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Nora’s outdoor furniture has also gained popularity. It is premium, ergonomic, and yet 100% sustainable. 

The USP is the built-in LED lighting solutions that provide functional illumination while making any outdoor space look chic & beautiful.

Talking about the line of products being eco-friendly, Ayushi says, “When I founded Nora, I envisioned a brand with a deeper purpose—a commitment to positivity and love for the environment. I vowed that none of our products would ever contribute to landfill waste. At Nora, we blend exceptional functionality with a steadfast dedication to environmental responsibility."

GROWTH

While Nora is currently still in its nascent stage, Dr Ayushi Jain Gupta has already cracked (no, not the pots) a sales channel that is both B2B and D2C.

Ayushi says, “I’ll be honest—I have ambitious goals for Nora. Our B2B channels are essential for meeting the large-scale demands of wholesalers and retailers, where volume is key. However, I’m equally passionate about building Nora’s D2C channel because it allows us to connect directly with our customers and bring the brand closer to them. So far, the response has been overwhelmingly positive from both sides."

Nora’s products are currently listed on Amazon and Pepperfry. The brand has a full-time production team in place and a dedicated warehouse.

In the initial six months, Nora clocked a revenue of Rupees 3 lakhs per month. Currently, in FY24-25, the monthly revenue is Rupees 10 lakhs. 

“We are projecting a revenue of Rupees 25 lakhs every month by FY26,” Ayushi said.

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As an entrepreneur, Dr Ayushi Jain Gupta is actively engaged in the startup ecosystem across India. In 2023, she was selected for the prestigious Goldman Sachs 10,000 Women program, hosted by IIM Bangalore. 

Building on this, in August 2024, Ayushi participated in the "Accelerate Your Growth" program conducted by Indian School of Business (ISB), also sponsored by Goldman Sachs. 

These programs have significantly aided her business journey.

FUTURE PLANS

Looking ahead, Nora aims to become a lifestyle brand that offers products high on functionality, aesthetics, and sustainability.

Dr. Ayushi Jain Gupta concludes with a clear vision for the future: "Our commitment to delivering exceptional customer satisfaction will remain unwavering. I am deeply passionate about demonstrating that environmental consciousness, business acumen, and convenience can harmoniously coexist. We are determined to set a new standard where sustainable practices don’t just align with business success—they drive it."

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