Brihans Natural Products Marks 25 Years with a Strategic Shift to D2C and Omnichannel Growth
India has long embraced Ayurvedic and natural remedies, with centuries-old traditions forming the foundation of its wellness and beauty practices. However, the early 2000s saw a dramatic shift in consumer behavior as multinational brands flooded the Indian market with chemical-based beauty products, often eclipsing traditional formulations.
Amid this transformation, Mandar Agashe, a Pune-based entrepreneur and tech professional, identified a unique opportunity. He observed that while modern products dominated store shelves, Indian consumers remained on a quest for skincare solutions that were natural, safe, and effective—a balance the market was struggling to offer.
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Pioneering Aloe Vera-Based Skincare in India
In 2000, Agashe founded Brihans Natural Products with a vision to bridge the gap between nature and science. The company became one of the first organized players in India to focus on aloe vera-based skincare and haircare, long before natural beauty products became a mainstream trend.
Brihans Natural carved a niche for itself with high-efficacy products derived from pure aloe vera, combined with clinically validated ingredients. Over the years, the brand built consumer trust through consistent quality, affordability, and visible results—earning it a loyal customer base.
What sets the company apart is its ability to scale while staying bootstrapped and profitable, a rare feat in an industry often dominated by venture-funded players.
Entering a New Growth Phase
Now, as it celebrates 25 years in business, Brihans Natural Products is ready to take a bold leap forward. The company is undergoing a strategic transformation to focus on D2C (direct-to-consumer) channels, quick commerce, and omnichannel expansion to meet the needs of India’s digitally savvy consumers.
With a target of INR 12–13 crore in revenue for FY26, the brand is investing in digital infrastructure, marketing automation, and consumer insights to improve its online reach and conversion rates.
Embracing D2C and Quick Commerce
The post-pandemic landscape has accelerated the adoption of D2C channels in India. Consumers now expect seamless online shopping experiences, quick delivery, and personalized engagement. Brihans Natural aims to leverage this shift by expanding its D2C presence via its website and leading e-commerce marketplaces.
In addition, the brand is exploring quick commerce partnerships to meet rising demand for faster delivery of personal care essentials. This approach will allow Brihans to tap into urban, time-sensitive customer segments without sacrificing product quality or pricing.
Omnichannel Vision
While digital is a priority, Brihans Natural also recognizes the importance of being present across touchpoints. Its omnichannel strategy includes scaling presence in modern trade, general retail, and wellness stores, along with brand experience initiatives.
This integrated approach will not only boost accessibility but also reinforce the brand’s core promise: nature-backed, science-led beauty products that consumers can trust.
Looking Ahead
As it steps into its next chapter, Brihans Natural Products is poised to blend its heritage of trust with a future-focused growth model. With changing consumer expectations and rising demand for clean, natural skincare, the brand is well-positioned to lead India’s new wave of conscious beauty.
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