Sometimes, big businesses begin with small experiments at home. For Dhruv Madhok and
Dhruv Bhasin, the co-founders of Arata, India’s first 100% nature-derived, vegan, and
cruelty-free haircare brand, the journey started with a simple homemade hair gel. What
began as a kitchen experiment has today grown into a brand worth over ₹195 crore,
inspiring thousands of consumers who want safe, sustainable, and natural personal care
solutions.
How a Simple Experiment Became a
Life-Changing Discovery
The story started when the two Dhruvs created a homemade flaxseed hair gel. Unlike
chemical-based styling products available in the market, this natural gel worked perfectly
without causing damage. Friends and family began using it and loved the results. What
began as a casual experiment soon became a spark for something bigger — a brand that
could challenge traditional haircare products filled with harsh chemicals.
How the Vision for a Clean Brand Took
Shape
Both founders realized that the personal care industry was dominated by products with
synthetic ingredients that were neither eco-friendly nor safe for long-term use. They
envisioned creating a brand built on transparency, safety, and sustainability. Their
mission was simple: to offer everyday hair and skincare products that are 100%
plant-based, toxin-free, vegan, and cruelty-free.
That vision became Arata, a brand that today stands as a pioneer in India’s clean and green
beauty movement.
How Arata Built Trust Among
Consumers
In the early days, convincing customers about the effectiveness of chemical-free products
wasn’t easy. Many believed natural alternatives would not deliver the same results as
commercial brands. But Arata proved them wrong.
Through consistent product quality, clear ingredient lists, and honest communication,
the brand built strong trust with its audience. Customers not only bought Arata products but
also became loyal advocates, helping the company grow rapidly in a competitive market.
How Challenges Turned Into Opportunities
Like any startup, Arata faced multiple challenges. From limited funding to competition with
big multinational brands, the road was not easy. But instead of being discouraged, the
founders focused on innovating their product line and expanding step by step.
They also made strategic use of digital marketing, influencer collaborations, and social
media, which allowed them to connect directly with young, health-conscious consumers.
This approach helped Arata carve out a unique space in India’s personal care market.
How the Product Range Expanded
Starting with just the flaxseed gel, Arata soon introduced a wide range of products including
shampoos, conditioners, face washes, body lotions, and styling creams — all made
from safe, natural ingredients.
Each product followed the same principle: no harsh chemicals, only clean and effective
formulations. Over time, this consistent focus helped Arata build a strong reputation as one
of India’s most reliable and transparent haircare and skincare brands.
How Arata Reached a ₹195 Crore Milestone
From selling homemade gel to becoming a ₹195 crore brand, Arata’s growth story is
remarkable. The founders combined innovation, ethical practices, and strong branding
to create something extraordinary in the beauty and wellness sector.
Their success also shows a major shift in consumer behavior. Today, people are more aware
of what they put on their skin and hair. They are actively seeking safe, vegan, and
sustainable alternatives — and Arata has positioned itself perfectly to serve this demand.
How the Future Looks for Arata
The journey doesn’t stop here. With rising demand for eco-friendly personal care products,
Arata continues to expand its reach across India and beyond. The brand is investing in
research, new product development, and sustainable packaging to strengthen its
impact.
By staying true to its mission, Arata is not only scaling as a business but also contributing to
a healthier and greener future.
Featured on The Marketing Mirror
At The Marketing Mirror, we believe stories like Arata’s are powerful reminders that
innovation can start anywhere — even in a kitchen experiment. With passion, vision, and
persistence, small ideas can grow into impactful businesses.
Through our platform, we bring you inspiring journeys of startups and entrepreneurs who are
reshaping industries and making a difference. Stay connected with us for more such success
stories that motivate, educate, and encourage new-age dreamers to take their first step
toward building something extraordinary.
