The Natural Wash: Ayurveda-based Personal Care Brand

Jeenal Jain

Nov 20, 2021 — 9 min read

Startup Story of The Natural Wash

Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations. The content in this post has been approved by The Natural Wash.

The Natural Wash (TNW) is a personal care brand for skin, hair, and body care products focusing on Ayurvedic modality. The brand offers a plethora of completely natural products such as handmade soaps, hair oil, shampoo, body lotion, facial oil, sunscreen, etc. These products have undergone deep research and are an amalgamation of Ayurveda, herbal ingredients, and modern science.

StartupTalky interviewed Mr. Akshit Goel (Co-founder/MD, The Natural Wash) to get insights into the startup story and roadmap of the organization. In this article, you'll discover how TNW was conceptualized, its business model, revenue, growth and more.

The Natural Wash - Company Highlights

Startup Name	The Natural Wash
Founders	Akshit Goel, Shivangi Goel
Headquarters	New Delhi
Founded	2019
Industry	Personal Care, Skincare
Website	www.thenaturalwash.com

The Natural Wash - About
The Natural Wash - Market/Industry Details
The Natural Wash - Idea and Inspiration
The Natural Wash - Founders and Team
The Natural Wash - Name, Tagline & Logo
The Natural Wash - Business Model & Revenue Model
The Natural Wash - Growth and Revenue
The Natural Wash - Launch & Marketing Strategies
The Natural Wash - Challenges Faced
The Natural Wash - Competitors
The Natural Wash - Achievements
The Natural Wash - Future Plans
The Natural Wash - FAQs

The Natural Wash - About

TNW- The Natural Wash is a personal care brand for skin, hair, and body care products focusing on Ayurvedic modality, which already makes it exceptional as most products in the market are chemical-based ones. The brand offers a plethora of completely natural products such as handmade soaps, hair oil, shampoo, body lotion, facial oil, sunscreen, etc. These products have undergone deep research and are an amalgamation of Ayurveda, herbal ingredients, and modern science.

Moreover, the brand has always endeavored to provide a one-of-its-kind experience to its customers with best-in-class, clinically tested beauty products. Excelling in the field while catering to the patrons of nature-based products, TNW envisions to inspire and empower more people as it packages the secrets of the Earth and the magic of nature in its products and focuses on c ustomer satisfaction and acquisition rather than just profits.

TNW always prefers quality over big bucks. The brand wants everyone to appreciate its products for the Ayurvedic goodness, chemical-free formulation, and natural & herbal ingredients.

The Natural Wash - Market/Industry Details

The skincare product market was valued at INR 129.76 billion in 2020 and is expected to expand at a compound annual growth rate (CAGR) of 8.22% during 2021 - 2025 to reach a projected value of INR 191.09 billion by 2025. On the basis of demographics and how the beauty segment was dominant, it accounted for more than half of the market share in 2017 and is expected to grow exponentially in the coming years.

The Natural Wash - Idea and Inspiration

United by similar thinking, upbringing, and passion, Shivangi and Akshit joined hands and came up with products that are cost-effective, chemical-free, and come in handy to people. This is why many of their products are blends of age-old recipes into handy everyday essential products.

Inspired to make people more aware and switch towards a natural and chemical-free life, this Delhi-based homegrown startup was started by Shivangi and Akshit, at the age of 21.

Co-founder, Akshit Goel says -"Fortunately, both of us had a common passion and vision to establish a skin and hair care brand that is cost-effective, natural, and chemical-free. So, we joined hands together and decided to come up with such products. I was inspired by my mother who is fond of organic farming and grows herbs in her terrace garden. My vision for chemical-free and natural products with pure ingredients was embraced by my mother’s practices. While Shivangi was always admired for her grandmother’s flawless skin and natural beauty that was possessed using age-old methods, Indian remedies, and ingredients. This was enough to inspire us and come up with a brand that is natural, organic, and beneficial for both skin and hair. Together, we came up with our brainchild: TNW- The Natural Wash"

The initial phase was very tough. Ingredient suppliers used to deny working with them as no one was interested in working with such low quantities. Akshit used to carry cartons and bags of around 20-30kgs on his head in order to save 50-70 rupees of freight charges.

Shivangi and Akshit, both used to dry the herbs in sunlight. To just be in the sunlight in summer, every day for a minimum of two hours, to stir the herbs continuously. They could not afford to buy an herb drying machine or hire a person who could do this for them.

After the initial two months of their stint, the duo was on the verge of giving up. The tides were tough for them to face alone, and they both almost decided to not continue with it. But ‘the don’t give up attitude’ stopped them from backing out and they continued.

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The Natural Wash - Founders and Team

Akshit Goel and Shivangi Goel are the founders of The Natural Wash.

Akshit is responsible for managing day-to-day operations of e-commerce, accounts, and marketing and he is consistent with his efforts to make the brand a great success. Whereas, Shivangi Goel manages the Graphic, Content, and Social media departments. She has studied English Literature at Khalsa College, DU. Akshit Goel has done Bachelor in Business Administration.

Company Size - Currently 50 members and the company also aims to have a team of approximately 125 to 150 members by the end of 2022.

TNW's work culture and zeal are contiguous and provide the best working environment to shape talent that is still rough on the edges. Colleagues are treated like family here and thus it’s a great learning experience together with everyone.

The Natural Wash - Name, Tagline & Logo

Initially, the founders just started with soaps. They wanted to name it something that included the word "Wash." As they provided natural products, the duo chose "Nature Wash" and then "The Natural Wash" in a few days.

The Natural Wash Logo

As for the tagline, Akshit & Shivangi wanted something that described the nature of their company, which provides ayurvedic, herbal, and natural products. Keeping the tagline short and simple, they chose ''Dive into Flora'' since flora is something natural and comes from the earth.

The Natural Wash - Business Model & Revenue Model

The Natural Wash (TNW) functions on a D2C business model. The company ships its products all over India from different warehouses situated throughout the country. Customers can order TNW products from its website and from almost all the key eCommerce portals. Right now, the startup doesn't have an offline presence, though it is exploring this space and soon it will launch the products in the offline markets also.

TNW's products are ranged from INR 99 to INR 650.

The Natural Wash - Growth and Revenue

TNW- The Natural Wash personal care brand made over 10 Cr revenue in the first full financial year. The founders invested Rs 2 lakh as an initial investment in the business. Growth came from reinvestment of earnings. Every rupee earned has been reinvested in the business. The startup's target revenue for the financial year 2021-22 is 40+ Cr. As of now, it is selling out 2500+ units on an average every day.

The Natural Wash - Launch & Marketing Strategies

"It was for our family members and friends who were among our list of first few customers. We started with soaps like charcoal, potato rice, oats and honey, neem, and ubtan soap. Apart from these, we had Rose Water and Lip Balm" - Akshit added.

Some of the key strategies the team employs to make sure the company retains and grows its customer base are sticking to the mantra of providing their patrons with all-natural products, providing customers with cost-effective offers, and making the product accessible to every class of society. TNW makes sure that its internal team is constantly engaged and motivated to deliver its goals in alignment with the companies. Moreover, keeping in mind the market demands and new trends to be up to date to make a mark in the market. Most importantly, the startup invests in quality rather than brand marketing and endorsements.

The best-recorded strategy which has given TNW the most traction and sales is word of mouth. The startup is planning on other marketing strategies as well.

The Natural Wash - Challenges Faced

Speaking about the challenges faced, Mr. Askhit Goel says -

"When the first lockdown happened in March-2020, it was all about keeping ourselves safe from Corona and keeping our spirits high. We got zero support from the employees and the business was closed down. Sales numbers hit zero. Our cash flow was badly hit as there was no way we could stop the recurring costs like rents, maintenance, and salaries. It was very tough to get back on track after the lockdown for the obvious reasons mentioned above. However, we started again with high spirits, and there is no looking back. During the second lockdown, it was pretty normal. Our sales were normal and deliveries were running as smoothly as possible at that time."

The Natural Wash - Competitors

TNW considers Mamaearth, Wow, Moms & co., The Man’s Company, Juicy Chemistry, Biotique, Kama Ayurveda, Just Herbs, Plum Goodness, Soul Tree, Khadi Naturals, Organic Harvest, and Aroma Magic as its major competitors.

The Natural Wash - Achievements

The Natural Wash has had its share of success and awards, some of them include the White Page award to the company for most admired brand, White Page award dedicated to Mr. Akshit Goel for the most inspirational leader, Amazon, and Flipkart awards for being premium category sellers across. To boot, Akshit has been honored to receive a call from Josh Talks as they chose him to be a speaker on their platform.

The Natural Wash - Future Plans

Five years down the line, the team aims to make TNW- The Natural Wash the top-selling brand for skin, hair, and body products in the beauty care industry. They are planning to have a brand face soon. TNW wishes to target a larger audience by creating cost-effective products with the goodness of natural ingredients. It plans to launch the baby care range in the month of November 2021, wherein, they are also planning to launch the cosmetics range by the end of FY2021.

The Natural Wash - FAQs

What is The Natural Wash (TNW)?

The Natural Wash is a personal care brand for skin, hair, and body care products focusing on Ayurvedic modality, which already makes it exceptional as most products in the market are chemical-based ones.

Who are the founders of TNW?