Akshit Goel and Shivangi Goel had just graduated when they decided to brainstorm career themes. Both were aspiring inventors, with a shared inkling towards all things natural and sprung in India.
“We both had received our elders applying natural products like multani mitti( Fuller’s earth) and turmeric for their skincare on a regular basis. It was mesmerizing to be recognised that they maintained their bark so beautifully with only natural products, ” says Akshit, Co-founder and Director at TNW – The Natural Wash.
Taking this as a foundational thought, 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 handy. Many of TNW – The Natural Wash’s concoctions are melds of age-old recipes that worked together from everyday critical parts, be it the Beetroot Lip Balm or the Potato Rice Soap.
The duo, who were only 22 when they propelled their corporation, too wanted to increase consumer awareness and shift buying behaviour towards more organic and chemical-free makes. 
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, ” echoes Shivangi, Co-founder and CEO at TNW – The Natural Wash. Charcoal soaps and potato rice soap for oily scalp, oats and sugar soap, and soaps made of neem and ubtan are still tried out.
“While many of our family and working friends liked the products, many others had constructive analysi to pass on too. We didn’t give up, all that feedback spurred us on. And “were happy” we acquired our first paycheque thanks to our dear ones, ” remembers Shivangi.
The startup is a self-funded one, claims Akshit.
“We invested Rs 2 lakh as initial investment in the business. Increment came from reinvestment of earnings. Every rupee that we have earned was reinvested in the business merely, ” says Akshit.
Taking their business relationship a step further, the duo got married in January 2021.
USP in a gathered market
According to the founders, most of the chemical-free and Ayurvedic produces available in the marketplace are direction too expensive for a large section of specific populations.
To ensure commodities have the maximum reach, and that high costs do not spur people to switch to cheaper chemical-based produces, TNW – The Natural Wash’s produces are priced comparatively lower. The brand offers a wide range of concoctions such as toners, serums, face rinses, fuzz masks, conditioner, whisker cleanser, creams, lotions and many other scalp and hair equipment and more.
Product range by TNW- The Natural Wash
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“Our adage is to earn customer satisfaction , not gain, ” claims Akshit.
The startup is also self-conscious about TNW products’ impressions on the environment.
“The way human actions are leading to pollution is outlandish. This is a cause which is very close to our mettles, so we try to provide maximum recyclable parcel for our produces. Also, all our products are based on a low-toned sud formula. Low lather necessitates low-grade pollution to our sea torsoes, ” indicates Akshit.
Started as a five-member team, the startup has now grown to 50 works in less than two years.
Business prototype
TNW – The Natural Wash’s business is currently based on the business-to-consumer( B2C) modeling, even as the direct-to-consumer( D2C) route has played an essential 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 products are available pan India through various ecommerce platforms like Nykaa, Amazon, Purplle, Flipkart, FirstCry, and Tata Cliq.
“We have clocked in over Rs 10 crore in receipt in our first financial year. For FY’2 2, we have a minimum target of Rs 40 crore in receipt, ” 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 hitting “the two countries “. Speaking about his experience, Akshit says,
“We started from scratch , not formerly, but twice. Setting up a symbol, then facing a lockdown right at the initial stagecoach and then restarting all over again was not easy. But, we have come a long way now and looking back at our outing feels wonderful. There’s still a long way to go.”
The personal care industry has grown significantly after the onset of ecommerce pulpits. According 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 healthy competition among brands, 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 new wander of concoctions will straddle from healthcare, babe upkeep, 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
