TheGlitz ‘Super Woman’: Kruthika Kumaran, founder of sustainable beauty brand Vilvah

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Vilvah is a beauty brand that was founded in 2017 by Kruthika Kumaran, who was inspired to start the company after experiencing skin issues herself. Kruthika was frustrated with the lack of natural, organic, and sustainable options available in the Indian beauty market, and decided to create her own brand that aligned with her values.

Initially, Vilvah started as a small, home-based business, with Kruthika handcrafting all the products herself. She used high-quality, ethically sourced ingredients to create effective, gentle, and eco-friendly formulations that appealed to customers looking for clean beauty options.

As Vilvah’s popularity grew, Kruthika expanded the brand’s offerings and started working with local artisans and small businesses to source ingredients and packaging. The brand began to gain a loyal following, and in 2019, Vilvah opened its first physical store in Chennai, India.

Today, Vilvah offers a range of skincare, haircare, and bath and body products, all made with natural and organic ingredients that are free from harmful chemicals and preservatives. The brand has received numerous awards and accolades for its commitment to sustainability and ethical practices and continues to be a leader in the clean beauty movement in India. No wonder, Kruthika Kumaran is TheGlitz ‘Super Woman’.

With her husband

Your journey has had many momentous milestones. Could you tell us about your life-changing journey that has moulded you to be what you are today?
I am Kruthika Kumaran, Co-Founder of Vilvah store. I call myself an Accidental Entrepreneur as I have not planned for this journey and have not envisioned something like this in my dreams. I am an Engineering graduate turned Soapmaker. I come from a small town in Tamilnadu called Gobichettipalayam. My husband and I are from agricultural backgrounds. I did my entire schooling in our small town and studied Information technology at Kumaraguru College of Technology, Coimbatore. I got placed in 2 companies but got married soon after college. So I never got a chance to work and remained a homemaker for the next 10 years. Vilvah is my first and only career experience.

Could you list 3 of your major achievements?
My dream began with my late mother who suffered from skin problems and had sensitive skin. She always wanted me to learn how to make handmade soaps and after she passed away, I experimented with lots of ingredients. My daughter who was six years old at that time also had Eczema (Dry skin condition). I started curating products for her skin and since I am from an agricultural background, I started experimenting with different formulations of Goat Milk. It worked wonders on her skin and since then, there was no turning back. We are headquartered in Coimbatore, close to our farm, and procure some of the ingredients from our own farm.

  • We are going to turn 6 this March and are happy about our organic progress.
  • We have an annual run rate of 30Cr and all the products are manufactured in-house in our Coimbatore facility. We are available on our website www.vilvahstore.com and we have 3 retail stores at present – 2 in Chennai and 1 in Coimbatore. Our products are available in marketplaces such as Amazon, Flipkart and Nykaa.

What are the setbacks you have faced? How did you tackle these setbacks or challenges? And what lesson have you learned from it?
I have been in the business for the past six years and there are challenges in each stage. I love good challenges and that makes the work interesting. Right from everyday business challenges to overcoming my own insecurities and fear, it’s work in progress. Juggling between work and family is a huge part of the challenge, especially for a woman entrepreneur.

When you look back, what are the three qualities in you that have helped you become what you are today?
Strong willpower + Consistency + leadership qualities to lead, guide and motivate the team and the workforce.

Who are the people who have been the wind behind your wings?
My husband has been my pillar of strength and motivator from the start.
My daughter, my well-wisher + my core staff at the factory right from the packaging, formulation, designing, R&D.

Lastly, if there was a quote to define you, what would it be?
“Follow your passion, and if you don’t know what it is, realize that one reason for your existence on earth is to find it.”

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