Rajasthan's Entrepreneur Builds ₹100 Cr Ayurveda Empire With Just ₹15K

Coming from a business-oriented family, Shrawan Daga, at 22, dreamt of building something grand, something that transcended the borders of their local business. The familiar path of the iron and steel trading business owned by his father required a hefty investment to scale up and had limited potential for building an impactful, renowned brand. Hence, he took a different path to build his own brand.

Despite financial constraints and his father's doubtful glances, Shrawan embarked on a challenging yet fulfilling journey with a mix of uncertainty and determination while pursuing his final year of B.Com.

In 2007, with an initial investment of approximately Rs 15,000, he launched ‘Krishna's Herbal and Ayurveda,’ starting with a few Ayurvedic products made from Aloe Vera.

“If I had to pursue the family business, there would be a need for a substantial investment to scale it up. So, I was searching for a more economical option that required low investment and had the potential to build a brand. Hence, I started with whatever money I had saved then,” said the founder of Krishna's Herbal and Ayurveda during an exclusive conversation with Startup Pedia.

Fueled by a vision to make his brand a household name, he battled constant hurdles. Finances pinched his pockets, sales figures caused sleepless nights, and marketing proved to be a labyrinth. But with every victory, no matter how small, a surge of pride propelled him forward.

Today, the Rajasthan-based Ayurveda brand ‘Krishna's Herbal and Ayurveda’ stands tall with a turnover of Rs 100 crores, a testament to Shrawan's grit and perseverance. Yet, ambition continues to flicker in his eyes. 

Brand's Inception and Journey Ahead:

Shrawan's path to promoting a healthy lifestyle began with a spark of curiosity at a business exhibition. Intrigued by the unfamiliar Aloe Vera, he delved deeper. Despite its spiky appearance, he discovered a rich tradition in his home state of Rajasthan, where Aloe Vera was used for various ailments. This ancient wisdom ignited a passion in Shrawan, who saw the potential for something special.

“The initial years, however, were quite challenging. For four long years, sales were slow and I questioned my dream. Thankfully, a turning point arrived, and my hard work paid off,” said Shrawan while discussing the challenges with Startup Pedia.

From that moment on, Shrawan never looked back. His journey with Aloe Vera juice is a testament to curiosity, perseverance, and the power of rediscovering traditional knowledge.

Shrawan's belief extends beyond Aloe Vera. He champions a holistic approach to wellness, advocating for a return to basics: fresh fruits, vegetables, and exercise. He sees the modern diet, filled with burgers, pizzas, mayonnaise, and cheese as a root cause of many health problems. Through his Ayurveda brand, Shrawan promotes a natural lifestyle, emphasizing stress management through activities like play and workouts. 

While some may tout supplements, Shrawan believes a return to a natural way of living is the most effective medicine. He worries that convenience foods and relaxed regulations on food production are leading us down an unhealthy path.

Product and Pricing:

The Rajasthan startup's journey began with Aloe Vera juice, but their vision quickly expanded. The Ayurveda brand embarked on a path of incorporating high-quality Ayurvedic and herbal products into their offerings. 

Today, the brand boasts over 100 products encompassing a wide range of formats—juices, health tonics, syrups, oils, gels, powders, churanas, and even cosmetics. 

Its comprehensive selection addresses various health concerns, with categories like Heart Care, Diabetic Care, General Care, Critical Care, and specialized lines for Men's Care, Women's Care, Child Care, Immunity Care, Oral Care, Hair Care, and Personal Care.

The brand’s product prices range from Rs 75 to 2000 depending on the products. 

With 170 SKUs now in its portfolio, the brand’s commitment to natural, effective health solutions continues to drive its growth and customer loyalty.

Manufacturing and Operations:

From humble beginnings, Krishna's Herbal and Ayurveda has blossomed into a force for natural wellness. The brand now boasts a team of 400-500, with dedicated departments for manufacturing, management, customer care, and marketing. 

The Ayurveda health and wellness brand’s commitment to quality is evident in its expansive operations. Two factories in Jodhpur, one spanning 10,000 sq.m. and the other 20,000 sq.m., ensure efficient production. 

Additionally, dispatch centres strategically located across seven states—Kolkata, Mumbai, Delhi, Bangalore, and Lucknow—guarantee speedy product delivery.

But their focus goes beyond scale. Krishna's Herbal and Ayurveda prioritise the source of their raw materials. Understanding that a product's benefits stem from its ingredients, they source directly from farmers through bulk purchases and contract farming. 

Founder of the brand Shrawan said, “Unlike many brands that use extracts, which lose significant nutrients through processing, we use raw herbs to preserve the full potency of natural ingredients,” while speaking with Startup Pedia.  

This approach has set the Ayurveda health and wellness brand apart in the Ayurvedic market, emphasizing the efficacy of whole herbs over chemically extracted alternatives. 

They even invest in educating employees on quality control. For certain herbs, wild collection is employed, ensuring responsible sourcing practices. 

“We prioritize quality even over cost, as we understand that true value lies in authentic Ayurvedic principles. We have In-house labs equipped for microbiology and pesticide testing to provide safe and effective herbal products,” adds Shrawan in an interview with Startup Pedia.

Krishna's Herbal and Ayurveda is a testament to the power of combining traditional wisdom with modern practices to deliver natural wellness solutions.

Sales Of The Ayurveda Brand:

Launched in 2007, Krishna's Herbal and Ayurveda's journey wasn't an overnight success story. The initial years were a struggle, with sales hovering around Rs 1-5 lakhs. With no mentors or established paths, the founders persevered, finding their ways to reach customers.

A turning point arrived in the brand’s sixth year when a major Ayurvedic wellness brand expressed interest in its products. This recognition fueled their growth, propelling them to a respectable Rs 2.5 crores by year six. 

The COVID-19 pandemic further accelerated their expansion. Capitalizing on the increased focus on natural wellness, Krishna's Herbal and Ayurveda witnessed a surge in sales.

"We reached 35 crores after the second wave. Because, the pandemic made people realize that healthy living is utmost important,” added 40-year-old Shrawan, while elaborating on the sales growth during the interview with Startup Pedia.

In FY-24, the Ayurveda health and wellness brand generated revenue of Rs 100 crore, with an annual run rate projected to reach Rs 140 crore for FY-25.

Interestingly, the Ayurveda health and wellness brand has embraced e-commerce, with a staggering 90% of its sales coming from online platforms. They prioritize their website (70% of online sales) while maintaining a presence on major marketplaces (30%). 

While offline sales are a common industry trend, Shrawan sees limitations in data access and the competitive landscape. However, they haven't entirely abandoned offline channels, maintaining a network of distributors and placing products in selected stores.

“With a loyal customer base reflected in our 70% repeat purchase rate and a commitment to evidence-based solutions, we are poised for impactful growth,” said Shrawan while talking to Startup Pedia. 

Way Forward:

Krishna's Herbal and Ayurveda isn't solely focused on scaling for the sake of it. 

Their vision extends beyond immediate results – they aim to educate customers on healthy lifestyle changes that can lead to long-term well-being.

They've embarked on official clinical trials to validate their products' efficacy, and their bootstrapped approach demonstrates a dedication to building a sustainable business model focused on genuine wellness. 

Shrawan concludes, “Our mission is clear: empower people to manage lifestyle issues like diabetes, cholesterol, and PCOD naturally. We believe in the power of Ayurveda to address these concerns at the root cause, potentially reducing dependence on allopathic medications,” at the end of the interview with Startup Pedia.