Oshea Herbals: Making Herbal Skincare Simple, Accessible, and Effective
📄Company ProfilesOshea Herbals has carved a niche in India’s beauty and personal care market by offering affordable herbal skincare solutions. This article explores its journey, products, and growth in a competitive industry.
In the world of beauty and personal care, where consumers are increasingly seeking natural, safe, and effective skincare solutions, one brand that has steadily built its presence is Oshea Herbals. Founded in 2010, Oshea Herbals has emerged as a trusted name in the herbal skincare segment, blending traditional ingredients with modern formulations.
With a wide portfolio of products across skin care, hair care, and personal wellness, the brand caters to the growing demand for affordable herbal beauty solutions in India and beyond. Oshea Herbals focuses on creating products that combine nature-inspired ingredients with scientific innovation, making them suitable for everyday use.
In this article, let’s explore the journey of Oshea Herbals, its founders, business and revenue model, product portfolio, growth strategy, and more.
Oshea Herbals - Company Highlights
| Startup Name | Oshea Herbals |
| Headquarters | Kolkata, West Bengal, India |
| Sector | Beauty & Personal Care, Herbal Skincare |
| Founder | Jeetendra Kundalia, Dilip Kundlia, Yash Kundlia, Vaibhav Kundlia |
| Founded | 2010 |
| Website | osheaherbals.com |
Oshea Herbals - About
Oshea Herbals - Founders and Team
Oshea Herbals - Startup Story
Oshea Herbals - Vision and Mission
Oshea Herbals - Products and Services
Oshea Herbals - Launching Company Strategies
Oshea Herbals - Customer Growth and Retention Strategies
Oshea Herbals - Challenges Faced
Oshea Herbals - Marketing Strategy
Oshea Herbals - Recognition and Achievements
Oshea Herbals - Competitors
Oshea Herbals - Future Plans
Oshea Herbals - About
Oshea Herbals is a trusted Indian brand that has been making herbal beauty and personal care products for the last 15 years. The company believes in combining natural wisdom with modern technology to provide products best-suited for their consumers.
Oshea Herbals - Founders and Team
Oshea Herbals is a family-led business founded by brothers Jeetendra Kundlia and Dilip Kundlia, who shared a common vision and complementary strengths. Both founders were naturally aligned in their belief in the brand’s philosophy and long-term potential.
Jeetendra Kundlia, Co-founder and CEO, leads pan-India sales across all channels and brings extensive industry experience, having helped launch and scale major personal care brands such as Biotique, Lotus Herbals, Shahnaz Husain, Naturoma, among others.
Dilip Kundlia, Co-founder and Director, has a strong professional background in import and export operations across multiple countries, and ensures quality manufacturing and oversees production and exports.
The second generation founders include Yash Kundlia, who manages digital and marketing, and Vaibhav Kundlia, who handles new product development and supports export operations. Responsibilities are clearly divided based on expertise, ensuring smooth operations and sustained growth across the brand.
OJB Herbals currently has 317 employees, spanning multiple functions and regions across India. Rooted in trust, growth, and purpose, our culture values people, collaboration, and continuous learning. Employees are empowered and encouraged to grow with the organization. We hire for KRA-aligned roles, hands-on execution, ownership, and a long-term growth mindset. Adaptability, learning potential, and taking responsibility from day one are key.
Muskaan Kapoor
Oshea Herbals - Startup Story
The founders, Jeetendra Kundlia and Dilip Kundlia were inspired by how people already used DIY skincare with fruits and natural ingredients like turmeric, and they validated the idea by perfecting the trusted remedies with science by formulating safe, stable products using active ingredients in the right doses for effective results. They noticed the clear gap in the market for skincare and haircare products that truly combine herbal ingredients with scientific formulation, offering solutions that are both gentle and genuinely effective for Indian skin and hair concerns. They started with a small range of 15 products that were safely formulated in R&D labs and introduced them to the general trade market in West Bengal. By highlighting the herbal and natural ingredients, they received a very satisfactory response, which allowed them to expand further in West Bengal.
Oshea Herbals - Vision and Mission
Long-term vision: To enhance life’s quality and longevity through scientifically researched, herbal-backed products.
Short-term vision: To strengthen Oshea Herbals’ presence by offering targeted, science-backed herbal products that address everyday Indian skin, hair, and body care concerns, among others.
Core belief: The company believes and plans to create awareness that the power of herbal ingredients, when combined with science, can create safe, effective, and trustworthy personal care solutions for everyday needs.
Oshea Herbals - Products and Services
Oshea Herbals offers products in skincare, haircare, bodycare, perfumes, and cosmetics that are created with safe yet effective ingredients that target common concerns faced by our consumers. From the blemish-clearing Papaya Clean range to the Glass Skin and Hair Rice Water Range, the brand has always put their customers and their varying concerns first. The brand also makes sure that the products are made from natural ingredients and are safely formulated in their GMP, GLP, and FDA-approved R&D labs.
While the company have remained consistent with its core vision, they have continuously expanded their product portfolio to meet evolving consumer needs and reach a wider audience. As part of this growth, they launched Oshea Phytoderma in 2025, a professional dermatology-led range designed to offer advanced, result-oriented treatments, backed by higher-strength actives and targeted formulations.
Oshea Herbals - Launching Company Strategies
The company launched with its first event at The Stadel in May 2010 and entered the West Bengal wholesale market with zero users. In the first three years, it focused only on West Bengal and expanded to over 2,000 retail stores, which helped them acquire their first 100 customers through strong retailer trust and on-ground presence.
Pratyusha Srivastava
Oshea Herbals - Customer Growth and Retention Strategies
The key growth driver from 100 to 10,000 users was the company's beauty advisor model. They are trained advisors who educate customers at the point of sale, recommend products based on specific skin and hair concerns, and build credibility, leading to higher conversions and repeat usage.
In 2014, Oshea Herbals expanded to Maharashtra and Punjab, and eventually scaled pan-India using a state-by-state growth strategy, focusing deeply on select markets like Andhra Pradesh, West Bengal, Maharashtra, and Punjab, with plans to enter UP and North East India. The company's marketing approach combined regional actress tie-ups with targeted digital campaigns, including a major campaign with actress Chitrangada Singh in 2018, while keeping spends focused on high-ROI, trust-led growth channels. Oshea Herbals is currently operating pan-India, and also in Nepal, Bangladesh, and Dubai.
Oshea Herbals - Challenges Faced
One of the comany's biggest early challenges was expanding into new states before the rise of eCommerce, and it made distribution and visibility difficult. The founders addressed this by launching with limited SKUs, simplifying logistics, and improving product recall. They also experimented continuously with formulations, packaging, and branding, including two logo changes. Some experiments worked, others didn’t, but each helped us better understand consumer preferences and strengthen the brand.
Today, the main challenge is the low entry barrier in the personal care category, with competitors backed by larger marketing budgets. The company continues to compete by focusing on product performance, R&D strength, and long-term consumer trust rather than heavy spending alone.
Oshea Herbals - Marketing Strategy
One of the most successful campaigns was of Oshea Herbals is the 2018 digital campaign with Chitrangada Singh, where she promoted Phytowash, Phytolight, and Phytonight products. The campaign played a key role in boosting brand credibility, increasing digital engagement, and driving strong sales traction for the range.
In 2024, the company onboarded Nushrratt Bharuccha as its brand ambassador. She led campaigns for the PapayaClean Face Wash and the newly launched DVC for UV Shield SPF 50 PA+++, with more launches planned. This association has significantly strengthened brand recall and expanded reach among younger audiences.
Oshea Herbals - Recognition and Achievements
Oshea Herbals has been recognized for its contributions and leadership in the personal care space. Some of its notable awards include:
- West Bengal Brand Leadership Award in Personal Care & Cosmetics (2018)
- Big FM Big Impact Awards (2023 & 2024)
- Times Business Awards, West Bengal 2023 – Premium Herbal Care Brand in East
Oshea Herbals - Competitors
Some of the top competitors of Oshea Herbals include:
- Mamaearth
- Lotus Herbals
- Jovees
- Biotique
- Plum
Oshea Herbals - Future Plans
In the next 1-2 years, Oshea Herbals plans to go heavy on eCommerce and online sales channels, leveraging digital platforms to reach a wider audience. We also aim to deepen our presence in key states- Andhra Pradesh, West Bengal, Maharashtra, Punjab, and upcoming markets like UP and North East India through focused marketing and distribution strategies.
On the product front, the company are working on more advanced, result-oriented formulations tailored to evolving consumer needs, combining natural ingredients with clinically backed actives to deliver safe, effective, and innovative personal care solutions.
FAQs
What is Oshea Herbals known for?
Oshea Herbals is known for its herbal skincare and personal care products that combine natural ingredients with modern formulations.
Who founded Oshea Herbals?
Oshea Herbals was founded by Jeetendra Kundalia Dilip Kundalia.
When was Oshea Herbals established?
The company was established in 2010 in India.
What products does Oshea Herbals offer?
Oshea Herbals offers a range of skincare, haircare, and personal care products, focusing on affordable herbal solutions.