As we continue our Navratri journey, we come to the second form of the goddess, Brahmacharini. In Hindu tradition, Goddess Brahmacharini is the second incarnation of Goddess Durga. She is known for her strong dedication and discipline, qualities that deeply resonate with women entrepreneurs facing the challenges of building and growing a business.
We asked visionary women how they have stayed disciplined and maintained focus over the years while nurturing their ventures. Their experiences reflect the commitment, patience, and determination that define Brahmacharini’s essence.
Here are the stories of women entrepreneurs who have channelled the spirit of Goddess Brahmacharini to achieve success in their entrepreneurial journeys.
Dishi Somani, Founder of DishiS Designer Jewellery
Discipline has been the foundation of my entrepreneurship journey. I have remained focused by setting accurate short-term and long-term goals that align with the overall vision of the brand. Just like Brahmacharini’s dedication, I am dedicated to both quality and innovation with every collection. Additionally, discipline is implemented at all levels of our business, from design to customer service. The balance of creativity with strategy has always propelled growth. This past year has shown me that as a founder, my strength and commitment to long-term success come from consistency and a dedication to continuous learning.
Key Takeaway: Clear goals, consistency, and a balance of creativity with strategy drive long-term business growth.
Ambika Bhaik, CEO, Yellow Fertility
Discipline has been my anchor. Having defined goals, establishing firm processes, or saying “no” to distractions, it is this consistency that counts more than flashes of inspiration. I have been able to develop the habit of balancing long-term vision with day-by-day execution. This consistent rhythm has helped the business to grow steadily.
Key Takeaway: Consistency and disciplined execution outweigh inspiration in driving steady growth.
Growth requires much focus and discipline, two qualities I value. From day one, our approach has been structured – build good products, back them with deep research and measure impact with openness. I practice prioritization knowing that saying “no” is as important as saying “yes.” As a team, we stay committed to any change, whether it is advancing our AI algorithms for clear demand sensing or streamlining client onboarding. The discipline has helped us as we grow across industries but remain consistent in delivering measurable value to our clients plus staying true to the vision of “We Price Right” with which we started.
Key Takeaway: Discipline in prioritization and structured processes ensures growth while staying true to vision.
Drishti Madnani, Co-Founder & Beauty Expert at Shryoan Cosmetics
I believe discipline is about maintaining consistency and keeping a clear perspective. Similar to Brahmacharini’s devotion and dedication, I have also committed myself to understanding consumers’ needs and ensuring Shryoan delivers value every time it comes to market. It’s discipline in adhering to a plan and schedule, making sure we maintain the quality of the product, and being involved in the creation and innovation. With that commitment, in the years we’ve been established, we have continued to grow while remaining committed to our philosophy. Entrepreneurship is a marathon, and it is the discipline to show up every day that takes smaller steps to larger achievements.
Key Takeaway: Consistency and commitment to consumer needs turn small daily steps into long-term achievements.
Samiha Jha, Founder & Director of Sammyukk
The spirit of Brahmacharini, of unshakeable devotion and self-discipline, resonates strongly with my entrepreneurial experience. The building of Sammyukk has taken a firm dedication to mission beyond profit and self-discipline to remain true to our values, even when shortcuts look inviting. Each obstacle was a learning experience in patience, each triumph a reminder of our ‘why.’ In today’s fast-paced world, I’ve come to realise that steady focus and considerate intent are what propel real growth. As Brahmacharini, I have faith that inner determination and silent tenacity are more potent than any external disturbance.
Key Takeaway: Staying true to values and relying on inner determination helps navigate challenges and build sustainable growth.
Tejasvi Madan, Founder & CEO, Beyond Bound
Motivation fades, but discipline has been my anchor. Like Brahmacharini’s quiet devotion, I’ve built BeyondBound on daily commitment, testing every piece myself, going back to the drawing board until the fit was just right and holding on to the brand’s core values even on difficult days. It’s discipline that turns vision into progress and progress into something women can wear with pride.
Key Takeaway: Discipline transforms vision into progress and ensures values remain intact through challenges.
The virtues of devotion and discipline of Brahmacharini appeal greatly to me as a businesswoman. Right from the beginning, I believed that rituals must heal and not hurt, and that became my guiding principle. Discipline emerged through consistency, be it in responsibly sourcing floral waste, making each product plastic-free, or raising awareness regarding why sustainability is important in spiritual practices. There were days when growth felt slow and subtle, but discipline meant showing up every day with focus and perseverance. My passion for this cause has propelled me through the bumpiest of roads and helped me develop Kalyanamm into a purpose-driven brand.
Key Takeaway: Discipline and consistency turn passion into purpose-driven growth, even on slow days.
Gopika B Raj, Co-Founder & CCO, MyDesignation
Honestly, what has kept me focused over the years isn’t just passion alone; it has been commitment and consistency, even on the toughest days. I had no mentors, no business background, and there were countless moments I thought of quitting. But what pushed me forward was always reminding myself why I started, because I couldn’t see myself confined to a 9 to 5 and I wanted to build something meaningful out of love for creativity. Challenges were constant, but discipline came from showing up every single day, even when clarity wasn’t there. That consistency, more than passion alone, has been the real driver of growth for me.
Key Takeaway: Discipline and daily commitment matter more than passion alone in sustaining entrepreneurial growth.
Naina Ruhail, Founder and Co-CEO, Vanity Wagon
With the unwavering devotion to maintain the quality of our deliverables, I am able to persistently strive to achieve my goals. This devotion and discipline are the cornerstones of my business’s growth. This commitment allowed us not only to thrive but also to set a standard for excellence in the beauty industry. And this applies to any venture, irrespective of the field, that your dedication to your craft and the discipline to maintain high standards will be your greatest assets. It’s not a sprint but a journey, and a consistent commitment to your vision will yield remarkable results over time.
Shreya Ghodawat, India Ambassador, SHE Changes Climate | CEO, Sustainable Guides
I’ve stayed focused and disciplined by maintaining a commitment to my mission of simplifying sustainability for everyone who seeks it and making it curious enough for those who don’t. Discipline in learning new skills, speaking at events, and engaging in meaningful pursuits has been crucial to my business’s growth over the years.
Having a community of like-minded entrepreneurs and other changemakers who are on the same path helps you stay on track, too. Your goals and your mission pull you forward when motivation seems bleak.
In the radiant glow of Navratri, a time when we celebrate the divine feminine energy, we find inspiration in the stories of strength, resilience, and wisdom that the nine goddesses embody. As we celebrate Navratri, let us also celebrate the empowered women entrepreneurs who, like Shailaputri, the embodiment of purity and auspiciousness, have fearlessly embarked on their business journeys.
Shailaputri, one of the nine forms of Maa Durga, is worshipped on the first day of Navratri and sets the stage for our journey into the captivating stories of women entrepreneurs. She embodies the spirit of new beginnings, representing the idea of setting out with pure intentions and the promise of successful ventures.
At StartupTalky, we asked women entrepreneurs to reflect on Shailaputri’s qualities and share what motivated them to start their businesses, as well as the early challenges they faced in their industries. Their stories reflect determination, courage, and clarity of vision, values that resonate deeply with the spirit of the goddess.
Ms. Samiha Jha, Founder & Director of Sammyukk
Like Shailaputri, the symbol of purity and dedication, I established Sammyukk with a mission inspired by sincerity and intent. Taking this journey wasn’t easy; working in a competitive field as a female entrepreneur took its dose of disbelief and detours. But like the steady rise of Shailaputri, I remained focused on my values and kept walking. Those initial setbacks only made me more determined to create a brand that honours inner strength, mindful decisions, and the bravery to lead graciously.
Key Takeaway: Staying true to your values turns early struggles into stepping stones.
Dishi Somani, Founder of DishiS Designer Jewellery
My inspiration to start DishiS Designer Jewellery stemmed from my immense love for timeless designs and a dream of offering fine, yet affordable, jewellery to today’s woman. Similar to Shailaputri’s purity and strength, I hoped for my brand to represent the same trust and authenticity. The toughest part about starting was entering a competitive market dominated by legacy brands. Earning respect and the trust of the consumer took tremendous strength, but it taught me how to tackle challenges and the significance of sticking to my vision over time.
Key Takeaway: Trust and persistence help new brands stand tall against established players.
Vijeta Soni, Co-Founder & CEO, Sciative Solutions
Sciative was conceived through a clear vision to turn pricing into a scientific, AI-based process. For decades, travel, retail and hospitality pricing was done either through gut-feel or strict rules, resulting in lost revenue. We thought about making a real difference by developing AI-based products which dynamically respond to market fluctuations and optimise profitability.
The first hurdle was acceptance. Companies were not willing to rely on technology with something as significant as pricing. To convince traditional companies to embrace AI, one needed to be patient and deliver results. We realised that when value becomes apparent, adoption would be quick, and today that vision has become a reality in the industries we serve.
Key Takeaway: Patience and proof of value are key to driving technology adoption.
Drishti Madnani, Co-Founder & Beauty Expert at Shryoan Cosmetics
The idea to start Shryoan came from the vision to do something innovative in the beauty industry while providing affordable, high-quality cosmetic products to every woman. Just as Shailaputri represents purity, it was our mission to create a brand based on trust and transparency. Initially, my biggest challenge was finding space in a market controlled by the global giants. Becoming credible and gaining customer trust took tremendous efforts, but it also made us strong enough to demonstrate that an Indian brand can provide international-standard products.
Key Takeaway: Trust and credibility can turn a challenger brand into a trusted choice.
Tejasvi Madan, Founder & CEO, Beyond Bound
When I left behind a comfortable corporate career to build Beyond Bound, it felt like stepping into the unknown. There were endless hurdles from convincing manufacturers to trust my vision to ensuring every design celebrated real women’s bodies. Yet much like Shailaputri’s steady and grounded strength, I learnt that humble beginnings carry their own power. With clarity of purpose, even the smallest steps start shaping a dream into reality.
Key Takeaway: Humble beginnings, backed by purpose, create powerful transformations.
Just like Shailaputri symbolises purity, my journey began with an intention to bring purity back to rituals. I had allergies from charcoal incense, but after marriage, I saw how meaningful rituals were in my family’s life. That motivated me to try out low-smoke incense from temple flowers and essential oils. When my family loved it, I realised the concept had viability.
The greatest challenge was awareness—making people believe that something so traditional could be reworked for the environment. Informing consumers and establishing credibility around eco-friendly pooja products was the most challenging but most critical step in our initial years.
Key Takeaway: Awareness and education are vital when reshaping traditional practices.
Gopika B Raj, Co-Founder & CCO of MyDesignation
MyDesignation falls under a niche business domain. We are an expressive fashion brand. What inspired me to start this brand was the urge to create a space where fashion goes beyond trends and becomes an expression of identity.
The biggest challenge in the beginning was awareness; people often found the idea of “expressive fashion” unfamiliar, even alien, and many were hesitant to embrace their own cultural fashion, leaning more towards western styles. Alongside this mindset, there was also a clear gap in the market—fashion that was both high in quality and still affordable was almost impossible to find. That’s where our focus has been at MyDesignation.
Gunjan Adya, Expressive Art Therapist & Founder of Tula Journey
Drawing inspiration from Goddess Shailaputri, Tula’s Journey comes from a purity and honesty of purpose. As the founder of the brand, I felt the need to help people manage their stress and help them learn to live life mindfully.
There are always challenges when one starts something new. The biggest challenge was to introduce the concept of journaling to people who were 40 years and older, as they were used to sharing their thoughts and emotions with their friends or family and not writing them down in a journal. However, through my workshops, I started to spread awareness about the benefits of journaling. I feel happy saying that things are changing now.
Shreya Ghodawat, India Ambassador, SHE Changes Climate | CEO, Sustainable Guides
Like Shailaputri, my intentions were pure. What inspired me to start my business was the need for a space that empowers mindful consumers, rooted in my love for nature, our environment, and our planet. I wanted to create a platform where people could begin and continue their sustainability journey guiltlessly.
The initial challenges included building a user base and securing funding, which required perseverance, a clear vision, and a passion for sustainability. Bridging the gap between consumer awareness and consumer willingness was a big one too.
Naina Ruhail, Founder and Co-CEO, Vanity Wagon
I started my brand with a pure vision for enhancing beauty the natural and safe way. The initial challenges were quite daunting with a multitude of facets to it, but the dedication to authenticity and immense belief in our goal has guided me through those challenges.
In a world of toxic, chemical-laden beauty products, finding a clean beauty product becomes a challenging task. That’s when I decided to resolve this problem by making the skimming process easier for people. I’ve stayed true to our mission and maintained integrity in business practices to form the foundation for lasting success. There is still a long way to go, but each challenge only strengthens my commitment to our vision.
Closing Note
These stories echo the essence of Shailaputri—new beginnings, resilience, and the courage to walk a path with purity of intention. As we celebrate Day 1 of Navratri, may these journeys remind us that strength often lies in starting and that every challenge is an opportunity to build something lasting and meaningful.
Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations. The content in this post has been approved by Vanity Wagon.
The love for organic beauty and personal care products is increasing in India. With people becoming aware of the long-term damage that chemical-containing beauty products can cause, the demand for organic and natural products is increasing like never before. This has instigated the emergence of many organic and natural care brands that claim to be chemical-free.
In the presence of too many choices, it has become tough for consumers to choose genuine products. To solve this confusion and to ensure that the consumers choose only genuine organic beauty and personal care products, Vanity Wagon was started. The vanitywagon.in picks and collects just the best organic beauty wagon and personal care products for you.
The vanitywagon.in is a Gurugram-based startup founded in the year 2018. It is a one-stop platform to buy genuine organic beauty products for beauty and personal care. Vanity Wagon offers the products included in the platform that are toxin-free, harmful chemical-free, cruelty-free, and completely safe.
Our belief is to create a shopping experience that is not only par satisfaction but also through an informed choice. We impart a large amount of information on our products and also on the general adoption of organic products in one’s life. We want to grow as a platform that is informative, trustworthy, and fun.
What is Vanity Wagon?
Vanity Wagon app is India’s First Natural Beauty Market with its headquarters in Gurugram. It offers all categories of products like Bath and body, skin-care, hair-care, makeup, men’s care, mom and baby care, beauty products, wellness products, and gifting options. The best part is that all the products available in Vanity Wagon are organic and natural.
According to some Vanity Wagon reviews has also established itself as an informative platform, where they share detailed information about various beauty products, beauty advice from experts, and the various benefits of switching to organic products.
One of the experiments that we did was with our own forum wherein we interact with individuals daily and not only reply to their queries but also post some legitimate–core information on organics and the natural personal care industry. The forum started as a pilot project but with the response, we realized how many information gaps existed in the market and decided to take it on as a long-term project.
Vanity Wagon – Organic / Online Beauty Industry in India
According to Red Seer Consulting, the Indian online beauty market is currently pegged at $150 million. The market size is growing 10 times per year and is expected to reach $1.6 billion by 2025. The Vanity Wagon tracking and interface are easy to use on both the website and app.
The market size of organic beauty wagon products is currently $42 million. The global market value for natural cosmetics and beauty products is expected to make shift from 30 billion dollars in 2021 to 50.5 billion dollars by 2027. Vanity Wagon believes in sustainable beauty and stands firm in its mission to educate the audience and deliver what’s best for them in the long run.
Vanity Wagon – Founders & Team
Naina Ruhail, Prateek Ruhail & Sahil Shrestha
Vanity Wagon’s founders are Naina Ruhail, Prateek Ruhail, and Sahil Shrestha.
Naina Ruhail is an established media influencer and professional make-up artist in India. She completed her MBA in 2012 and then went on to specialize in beauty & skincare with her education at the London School of Styling and the London School of Makeup. She has 7 years of professional experience in marketing and brand building.
Prateek Ruhail is an MBA from the University of Oxford with a Dean’s Commendation Award. He has 3 years of Project Finance (Legal) and 4 years of Business Management experience. His area of expertise is business strategy and core management. He also has led mega infrastructure project financings, thereby understanding the nuances of financial management in India.
Sahil Shrestha has an educational qualification in management and technology. Post completion of his MBA in 2012 he went on to work in different facets of operations. He is one of the main Vanity Wagon founders, as he leads the operational vertical, bringing the best of his experiences onboard.
The idea was thought of by Naina post her stint in London, UK. The market research and study showed tremendous industry growth and also a promise for a brand like Vanity Wagon to create a niche space for itself.
That being said Prateek and Naina went on to initiate the set-up of Vanity Wagon India when Sahil Shrestha (the operational team leader) jumped in and went on to complete the founding team.
Vanity Wagon – Name & Logo
Vanity Wagon Logo
The team wanted the startup name to focus on two strong points – ‘An Indian woman’s beauty box’ and ‘pan India coverage’. The initial names were around beauty and organic and natural. Several names came up, however, nothing was strong enough to focus on our two strong points – ‘An Indian woman’s beauty box’ and ‘pan India coverage’.
The Vanity Wagon logo and name are based on a beauty box that holds a Woman’s care needs and we want to build the whole personal care space of a Woman’s life with organic–natural products. Hence came the idea of the Vanity Wagon website.
Most often women in India would refer to their beauty arsenal by the term Vanity Kit. Further, the Wagon symbolizes the team traveling from household to household, city to city, and reaching every nook and corner of India, while servicing the personal care needs of an individual.
The idea was taking form while Naina was learning beauty & skincare at the London School of styling and London School of Makeup. She noticed that in the UK shopping for organic and natural beauty care products was easy, as dedicated platforms were offering just organic and natural beauty and personal care products. However, in India the beauty and personal care market is fragmented.
Besides, the market research and study showed tremendous industry growth and also a promise for a brand like Vanity Wagon India, to create a niche space for itself. The idea was validated when the first stage of research was conducted about the beauty market in India.
The organic beauty market with the fast growth of over 52% proved that the consumers of India were making the switch and a marketplace like Vanity Wagon would just make it easier.
With the idea in place, the question in mind was how to go about launching the market, which brands to keep initially, which products and categories to target, and what consumer base to work on.
With several social surveys, A&B testing, and market research the team went on to finalize all these and a point to start from. Assembling the tech team, the base work for the portal – tech, design, graphics, was put in place and the idea was executed with a turnaround time of 4 months.
The launch of the Vanity Wagon website was led across all metro cities in India simultaneously with all the buzz that could be created. With a launch event for the media, blogger collaborations, and social media launch strategy in place, Vanity Wagon went live for India in 1 go and started servicing over 10000 pin codes on Day 1.
Vanity Wagon – Business Model
Vanity Wagon’s business model works on an upfront discount – inventory-driven model. There are many ways that you can avail Vanity wagon coupon code and offers.
Vanity Wagon – User Acquisition
Vanity Wagon Homepage
The first 10 customers came in very early for Vanity Wagon. With a pre-launch plan in place, the company gathered tremendous traction before it went live and the first 10 customers were acquired fairly quickly (in 2 days).
Vanity Wagon heavily relies on customer-centric promotions. It uses social media platforms and also paid and owned media to reach out to the target audience. As said by Prateek, owned media is working remarkably well for Vanity Wagon India.
One of the first campaigns we did worked well for us, owing to the team’s approach to it and the concept – ‘What Organic Means to You’. We did this campaign with bloggers, a few household women, and the real users out there. The idea was to understand what we need to do to make organics popular and the whole campaign was really helpful. With over 100 ideas on what organics can mean we knew which notes to hit and doing so earned great success in the short term post the campaign.
Vanity Wagon – Growth
Vanity Wagon operates out of Gurugram (Corporate Office) and warehouses at present in Delhi With revenue growth of 100% month on month, the company is destined for great success in the long term.
Starting with a limited brand base, it now boasts over 151 brands including some top players in Natural Beauty such as MyGlamm, Ruby’s Organics, Indulge Essentials, Raw Nature, and Biotique.
The User-base continues to grow steadily at 50-70% month on month and is driven by multiple sources online and offline Vanity Wagon works closely with every customer and runs to create a communal feeling wherein every user freely converses with our experts and benefits in every possible way even if there is no transaction involved.
Vanity Wagon – Funding & Investors
Vanity Wagon funding is bootstrapped and is working towards raising early-stage investment in FY 19-20. The shareholders at present are the founding members.
The cash flow for the vanitywagon.in funding has been fairly consistent with great support from our family and friends too. We have managed to create the right buzz in the market and are getting rewarded for that each day with our growing user base and repeat customers – Prateek
Recently in January 2021, the company raised over $200,000 in a seed round that included investors like Agility Venture Partners, Alfa Ventures founder Dhianu Das, actress Anita Hassanandani and angel investor Sanjay Nagi. The most latest funding was raised in October 2021 by the seed round.
The total amount raised by Vanity Wagon is $934k. The Vanity Wagon funding is said to be used to expand its global footprint, onboard more brands, and fulfill a larger consumer base.
Vanity Wagon – Startup Challenges
According to Prateek, the biggest challenge for the Vanity Wagon app is to make the users switch. With so many nice-smelling, beautifully packed chemical products on the market, the majority of the user base is content with buying products that a celebrity endorses. Natural products are comparatively newer to the space of mainstream beauty and are slowly making their place in the market.
There are many platforms offering beauty and platforms online. Some of the Vanity Wagon competitors are the Nykaa platform, Purplle platform, and Dermstore platform.
While all other platforms offer all sorts of beauty and personal care products that may or may not be natural, Vanity Wagon’s USP is a dedicated platform for just natural and organic products.
Vanity Wagon reviews talk about the platform creating a space where an individual only has natural options be it in makeup, skincare, bathing essentials, or wellness. Everything on the portal is non-harmful chemical driven and makes it easy for a consumer to get hooked on clean beauty.
All our competitors motivate us primarily being Nykaa, having done so well in the last few years. They have gone on to create a community for beauty and we look to do that for natural beauty.
Vanity Wagon – Advisors & Mentors
Vanity Wagon India has advisors from different fields and tangents including – tech, marketing, and business strategy.
Col. A S Ruhail (Retd.) with a distinguished career in the Indian Army went on to successfully establish an educational venture. His core being strategy and business implementation, the Vanity Wagon website closely associates with him on major strategy standpoints and benefits in every way possible.
Mr. Mayank Kumar (IIM Lucknow) has a successful enterprise and advises Vanity Wagon on the technical growth plans and strategies.
Mr. Vaibhav Jain is a successful entrepreneur – marketer and angel investor. He offers his support in marketing and brand-building initiatives for Vanity Wagon.
Vanity Wagon – Future Plans
The platform claims to have sold over one lakh products and registered 5 times more growth since 2019. Vanity Wagon has great plans for growth in the future-
The company wants to serve customers through an omnichannel strategy, thereby aiming to open 15 stores by the end of 2022.
Vanity Wagon are targeting to have more than 200 brands associated with them by the end of 2022.
The company is planning to ship Indian Organic beauty products to 5 offshore territories and they are currently planning to start with Singapore and then move forward with other APAC countries.
The company is also planning to take over several brands to increase its business. The brands that are unable to fit the market due to money issues but have great potential in their products are on the target list of vanity wagons.
Vanity Wagon is a platform started by three individuals for the betterment of people. Vanity Wagon is a platform that promotes the growth and sale of nontoxic products. They promote the clean beauty marketplace. The beauty products that are available on their site all fulfill the criteria set by the Vanity Wagon team. Some of the basic information about vanity wagons is shared above.
FAQs
What are clean beauty brands in India?
Clean beauty brands sell products that are in harmony with our body and health and does not have any toxic chemical in them. Some of the most well-known clean beauty brands in India are Butterfly, FAE Beauty, Blur, etc.
Does Vanity Wagon sell original products?
As per the reviews collected by Vanity Wagon, the products sold by them are 100% original. Vanity Wagon is also known as the best platform to sell clean beauty products that do not cause any toxicity to the body and health.
Is brand Myglamm chemical-free?
Yes, the products made by Myglamm consist of no toxic chemicals in them. They are made with 100% free toxic formula.
Is MartiDerm cruelty-free?
Yes, all the products made by Martiderm are cruelty-free as they are not tested on any animal as well as there is no harm done to any animal in their production.
Who are the competitors of Vanity Wagon?
The competitors of Vanitywagon are Nykaa, Purplle, and Dermstore.
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