Akshit Goel and Shivangi Goel had just graduated when they decided to brainstorm career meanings. Both were aspiring inventors, with a shared inkling towards all things natural and sprung in India.
“We both had ensure our elders using natural products like multani mitti( Fuller’s earth) and turmeric for their skincare on a regular basis. It was fascinating to see that they maintained their skin so beautifully with only natural products, ” says Akshit, Co-founder and Director at TNW – The Natural Wash.
Taking this as a foundational impression, the duo decided to initiate TNW – The Natural Wash in September 2019.
The Journey
The goal was to introduce consumers to produces that are cost-effective, chemical-free and helpful. Many of TNW – The Natural Wash’s commodities are mergers of age-old recipes that have come together from daily essential ingredients, be it the Beetroot Lip Balm or the Potato Rice Soap.
The duo, who were only 22 when they launched their companionship, also wanted to increase consumer awareness and shift buying behaviour towards more organic and chemical-free produces. 
TNW- The Natural Wash Co-founders: Shivangi Goel( CEO) and Akshit Goel( Director)
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“We initially started small-time with just some handmade soaps, ” remembers Shivangi, Co-founder and CEO at TNW – The Natural Wash. Charcoal soaps and potato rice soap for oily scalp, oats and honey soap, and soaps made of neem and ubtan were all tried out.
“While many of our family and friends liked the products, many others had productive criticism to pass on too. We didn’t give up, all that feedback stimulation us on. And we are glad we acquired our first paycheque thanks to our dear ones, ” reminisces Shivangi.
The startup is a self-funded one, claims Akshit.
“We vested Rs 2 lakh as initial investment in the business. Emergence came from reinvestment of earnings. Every rupee that we have earned was reinvested in the business exclusively, ” says Akshit.
Taking their business relationship a gradation further, the duo got married in January 2021.
USP in a horded grocery
According to the founders, most of the chemical-free and Ayurvedic makes available in the marketplace are highway too costly for a large section of specific populations.
To ensure makes have the maximum reach, and that high costs do not spur parties to switch to cheaper chemical-based produces, TNW – The Natural Wash’s commodities are priced comparatively lower. The firebrand offers a broader range of products such as toners, serums, face soaps, “hairs-breadth” concealments, conditioner, fuzz cleanser, creams, lotions and various other surface and fuzz gears and more.
Product range by TNW- The Natural Wash
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“Our motto is to earn customer satisfaction , not profit, ” claims Akshit.
The startup is also conscious about TNW products’ outcomes on the environment.
“The way human actions are leading to pollution is outlandish. This is a cause which is very close to our nerves, so we try to provide maximum recyclable package for our products. Too, all our makes are based on a low-grade soap formula. Low lather represents low-pitched pollution to our water figures, ” memoes Akshit.
Started as a five-member team, the startup has now grown to 50 works in less than two years.
Business framework
TNW – The Natural Wash’s business is currently based on the business-to-consumer( B2C) prototype, even as the direct-to-consumer( D2C) street giving full play to a vital role.
The company claims to have approx 50 SKUs, out of which around 40 SKUs are live.
Besides its own website, TNW – The Natural Wash’s commodities are available pan India through several ecommerce platforms like Nykaa, Amazon, Purplle, Flipkart, FirstCry, and Tata Cliq.
“We have clocked in over Rs 10 crore in revenue in our first financial year. For FY’2 2, we have a minimum target of Rs 40 crore in income, ” says Akshit.
Image Credits: YS Design Team
Challenges faced and the road ahead
A few months after TNW – The Natural Wash was launched, COVID-1 9 smack “the two countries “. Speaking about his experience, Akshit says,
“We started from scratch , not formerly, but twice. Setting up a brand, then facing a lockdown right at the initial stage and then restarting all over again was not easy. But, we have come a long way now and looking back at our wander feels wonderful. There’s still a long way to go.”
The personal care industry has grown significantly after the onset of ecommerce stages. Harmonizing to Statista.com, the personal care industry is worth $ 26 billion in India, and is growing rapidly at 8 percent annually, and expected to surpass $38 billion by 2026.
This has led to health competition between firebrands, forcing every actor to deliver what’s best for consumer interests.
Going forward, Akshit says, “We plan to launch fifty to sixty brand-new products in the current time. The brand-new wander of concoctions will range from healthcare, baby help, and men’s range.”
He adds that the startup likewise plans to enter the B2B market and foray into international markets by next year.
Edited by Anju Narayanan
Read more: yourstory.com
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