Full Of Promise

Arush Chopra and Megha Sabhlok left their corporate jobs in 2014 to launch Just Herbs, a brand that fuses the traditional wisdom of herbs with modern beauty needs. They were inspired by Chopra’s mother, who turned her passion for mixing herbs, plants and flowers into a hobby. 

Over the last three years, the beauty industry has witnessed several trends including the rise of clean and sustainable beauty, greater inclusivity in product offerings and marketing, emergence of travel-size products and personalised products and experiences. 

These trends have significantly influenced Just Herbs’ approach to product development and marketing strategies.

Focus Areas And Future Plans 

With over 2 million orders shipped from their website alone, Just Herbs has dominated the D2C space. Looking ahead, the focus is on expanding offline presence across India; already they have a presence across more than 350 retail touchpoints. Actor Athiya Shetty has been enlisted as the face of their natural makeup range, further enhancing their brand’s presence. 

In the last quarter, Just Herbs achieved an annualised recurring revenue (ARR) of over Rs 120 crore, expanded its offline reach to more than 20 states and continued to enhance its product portfolio based on consumer feedback. 

The beauty and personal care industry has seen the rise of a number of startups making the landscape highly competitive. However, Just Herbs stands out by positioning itself as an ayurvedic brand with a modern twist. The brand's commitment to delivering products that fulfil promises has been a cornerstone of its success. 

Chopra envisions the next decade as one where entrepreneurs from non-metro cities, towns, and villages will drive India’s growth. He attributes this optimism to the increasing young consumer base, widespread internet adoption, and rising value-added consumption outside metro cities.  

Lessons Learnt

Chopra’s biggest lesson in entrepreneurship is embracing resilience and treating setbacks as opportunities to learn. Drawing inspiration from his mother’s scientific approach in the lab, Chopra emphasises the importance of viewing failures as valuable data points contributing to the learning process. 

Just Herbs continues to thrive in the dynamic beauty market, rooted in its commitment to herbal traditions, modern innovations and a resilient entrepreneurial spirit.