For over a decade, former engineer kruthika Kumaran has watched her mother struggle with difficulties caused by a skin problem. Following her mother's death, Kruthika founded Vilvah, a natural cosmetics brand that uses goat's milk, in 2017.
Based in Coimbatore, she completed an online diploma in natural cosmetology and began experimenting with soaps before launching the business with a Rs 10,000 investment. It now has an annual turnover of Rs 15 crore, thanks to sales on major eCommerce platforms such as Amazon, Flipkart, and Nykaa, as well as its own website and Instagram store.
Apart from a flagship store in Coimbatore, the company generates over 80% of its income from online platforms.
Hair, skincare, and other beauty items are some of Vilvah's offerings. The team has also developed a mosquito repellent that contains citronella and lemongrass and is child-safe.
The company also used to create cosmetics such as homemade mascaras and lipsticks, but it has since stopped doing so. According to kruthika, it also has orange-cinnamon and rose-vanilla scented deodorants.
While the majority of its products are free of chemicals, the team does utilize a preservative in its eye creams and body polishes, which are healthy but have a shorter shelf life. The team currently operates out of a tiny location in Coimbatore, but will soon relocate to a brand new green building with a 40,000 square foot production facility.
The bootstrapped startup claims to have seen 100X growth in the second year, and this year it claims to be seeing over 300X growth. The team claims to be seeing over 8,000 orders per month, and an average of Rs 1,500 per basket.
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