Bhopal-based startup Mystique Earth by producing natural personal care products raked in Rs 20 lakh despite the pandemic

Before the production of western goods, the Indian grandmothers used to rely on home remedies and kitchen gardens for their skincare regime. From the years, after the haul on chemical products, this Start-up gradually started valuing the skincare lessons of our grandmothers.

One of the report by RedSeer states that the Indian beauty and personal care market is anticipated to grow at a CAGR of 9 percent between 2017 and 2020, and is also expected to reach $23 billion by 2022. Thus, approximately 17 percent will be produced by natural and organic products, according to the Research and Markets state.

Thus Start-up basically captures the essence of flowers, herbs, minerals metals, and clay. This Start-up was founded in 2018 by mother-son duo Manjula and Gaurav Tiwari. Mystique Earth offers natural personal care goods. Since 2020, the startup has been selling products on their website.

From where he got the inspiration?

The startup was his dream. Gaurav told in an interview. As, he grew up around Maheshwar, Sanchi and the Central Plateau of India, He was always was enchanted by the culture, art, and local tribes of central India.

The brand is inspired by the natural flora, fauna and mineral deposits,” he says. Thus, he followed his passion for Ayurveda and founded the company Mystique Earth in 2018. Currently, this company has a team has 10 employees including botanists, formulators, and doctors.

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“His interest in natural ingredients was piqued by his mother and grandmother, Damyanti Tiwari. “I remember drinking kadas (herbal decoctions), tulsi swarasa and other home-made remedies in forms of powders and pastes prepared by my grandmother,” Gaurav recalls.

This Startup functions through six departments. These departments are research and development (R&D), design, marketing and PR, sales, fulfilment centre, and logistics. According to Gaurav themost important department is R&D department as this is also the expensive part of building Mystique Earth.

“Initially, during the lockdown, we faced challenges in terms of maintaining the supply chain, raw material procurement, and deliveries. However, we overcame it through planning, patience, and observance,” Gaurav says.

Marketing and Target

Mystique Earth mostly focus on customers from 18 years and above, irrespective of their gender. Thid startup currently offers products under three broad segments — skincare, body care, and hair care. The prices of Mystique Earth’s products begin from Rs 549.

One of the report by Statista says that the revenue in the natural cosmetics segment amounts to $803.8 million in 2020. Some of the otjer players operating in this segment includes Forest Essentials, Mamaearth, Kama Ayurveda, SOVA, and Juicy Chemistry, among others.

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However, Gaurav believes that his startup has a unique USP to offer. He says, “It took us and our team approximately two years to curate natural products which had a feasible shelf life and an appealing visual identity. Our in-depth research and development process sets us apart.”