One year at Naturma – The start-up life

September 15, 2017

One year at Naturma – The start-up life

It’s been a year since I’ve started working at Naturma and one thing I can say for certain is that start-up life is exciting, terrifying, unpredictable and ultimately really rewarding. I was the first person to join the team apart from the founders – it’s a small team and all the responsibilities are split between us. Its been immensely rewarding as I’ve had to juggle so many different aspects at work.

The Naturma team is like a family which is working towards one common goal of creating a contemporary brand bringing socially and environmentally aware products to the consumers. It’s a place to discover premium natural and organic products for men, women and children.

Working with the founders Rakesh and Shivani has been a great experience for me and I’m beatific about the journey so far. They gave me immense confidence to work independently towards our goals. Let me tell you a little bit about what I’ve done at Naturma so far.

Being here from the inception stage I was able to contribute towards creating the unique brand identity we wanted. The key was to define the brand promise of Naturma: to be an all-natural brand, no use of harsh chemicals, no tests on animals, 100 per cent vegetarian, and handcrafted. Uniquely, most of our ingredients are certified organic by USDA and we mention the organic percentage of our ingredients on every single product.

We work closely with our manufacturers on creating pure formulations that create a sensory delight, creating products with a purpose that are people and earth-friendly, empowering rural women, and providing them with great employment opportunities and creating safer yet highly effective natural alternatives to traditional products.

I was involved in handpicking our packaging partners to give the consumers the best experience they can have with our products. There was a lot of thought that was put into packaging and we hired the services of a leading packaging consultant. The bottles for the shampoos and lotions, the jars for the creams and aloe vera gels had to be the best.

While working at Naturma there have been uncertainties and challenges at times. We laboured finding the right packaging solutions until we met our consultant and attended a packaging exhibit. Most packaging solutions we found earlier were simply not satisfactory and we wanted quality experience for our consumer.

We at Naturma, along with our branding agency, Yellow Fishes, put a lot of thought into creating a feeling for the brand, through our packaging, colours, motifs and our content. Our branding agency would often be sent back to the drawing board but they always delivered quality at the end. We trusted them and they didn’t disappoint.

We put in a lot of work creating the right motifs for each product variant each master pack. This was really a frantic period with late nights and strenuous decision making. We analysed various brands Indian and International to create our own distinctive designs for each category of body wash, hand wash, soaps, shampoos, aloe vera gels, creams, lotions and oils. It was important for us to have our branding speak to our shoppers; the products had to tell them ‘we are natural and organic’.

We have huge aspirations for Naturma and we are hoping to reach you through various e-commerce platforms and retail stores. We want to be the brand that you’ll trust the most when it comes to buying skin care products that are natural and organic. We have been mindful not to be an Ayurvedic brand – our focus is and always will be natural and organic. All of us at Naturma hope that you will love our products as our products are handcrafted with a lot of love, just for you.

That’s all folks!





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