How a Jodhpur Boy Built a Rs 70 Crore Turnover Ayurvedic Juice Brand Starting with Just Rs 5,000

In a world where continuing the family business is the norm for second-generation entrepreneurs, Shrawan Daga set out to carve his own path.

Hailing from a Jodhpur-based business family that was into iron and steel processing, the societal expectation was clear: follow in the family's footsteps.

Shrawan Daga launched Krishna’s Herbal and Ayurveda in 2007 with Rs 5,000 (Photos: Special Arrangement)

“As a child, I was quite naughty. I wasn’t a bright student and had to repeat a couple of classes in school,” says Shrawan, reflecting on his childhood. “As a result, I was sent to a school in Mount Abu where I completed my education up to class 10 staying in the hostel. I later returned to Delhi Public School, Jodhpur.”

Shrawan completed his B.Com from Onkarmal Somani College of Commerce, Jodhpur, in 2007. In the same year, he founded Krishna’s Herbal and Ayurveda with a vision of making Ayurvedic products a household staple and promoting holistic wellness.

At 23, with an investment of just Rs 5,000, Shrawan, embarked on an extraordinary entrepreneurial journey unrelated to his family's business.

Starting with a small batch of 50 bottles of Aloe Vera juice, followed by Amla juice, today, Krishna’s Herbal and Ayurveda boasts 170 products with an annual turnover of Rs 70 crore.

He started from a small 600 sq ft workshop that looked more like a basic kitchen, where they began making aloe vera juice. Today, his company operates a large 15,000 sq m ayurvedic juice manufacturing unit.

Shrawan began his journey with just one product, but has since expanded his portfolio to include an impressive line-up of 170 products. “Once our aloe vera juice became popular, our consumers started asking us for other juices, herbal powders, herbal tablets, and even cosmetics,” he says.

Shrawan attended various trade exhibitions exploring business ideas

“We slowly convinced people to try our products. My family and I consumed our products and noticed increased energy and improved digestion. We also made the taste less sour.”

Convincing people of a new Ayurvedic product wasn’t easy. While building their brand, they also worked as a third-party manufacturer, making aloe vera juice for two companies, which became their top-selling product. That’s when Shrawan knew they had a winning product.

During the COVID-19 pandemic, demand for Ayurveda products increased as people started to recognise its importance. After the second wave, Krishna’s Herbal and Ayurveda revamped the traditional packaging of their products, giving them a modern look.

“Our factory operated at 25% capacity during the first wave, but by the second wave, we had to quadruple our raw material procurement to meet demand,” says Shrawan.

Even before completing his graduation, Shrawan realised he had little to offer to his family’s business, prompting him to explore his own path. He regularly attended business exhibitions for insights. During one such event, he met a Sardarji who passionately explained the benefits of aloe vera.

“After the exhibition, I returned home and discussed it with relatives. It was then that I realised aloe vera, known as gwarpatha in Hindi, had long been used by villagers in Rajasthan for alleviating joint pain. They use it to make rotis and various dishes,” Shrawan recalls.

Ironically, at that time, aloe vera juice was being imported from the USA, despite the plant being readily available in Indian villages.

The imported juice was expensive, yet it could be made in India at a fraction of the cost, benefiting local farmers. Shrawan saw this as an opportunity to create a successful business and empower his community.

While his family offered support, they made it clear that the venture shouldn’t require heavy investment. This led Shrawan to start his business with a single product from a modest 600 sq ft workshop. In the early days, he sold his products door-to-door and at exhibitions.

Shrawan’s commitment to holistic wellness and Ayurvedic products extends far beyond the marketplace. It’s a deeply personal mission fuelled by his father’s battle with diabetes, which tragically ended in 2017.

Shrawan with his team members at their Jodhpur office

This loss became a powerful motivator, driving him to create Diabic care juice and other Ayurvedic solutions to address various health issues.

Not coming from the Ayurvedic sector turned out to be an advantage for Shrawan. Starting without consultants from day one saved his company significant expenses and ensured their products adhered to authentic Ayurvedic methods.

“When I consulted with experts later on, they revealed that many aloe vera products in the market contain up to 30% water. They use extracts, harmful chemicals, gum, and flavours to increase profits and cut corners,” he says. “Not knowing the shortcuts helped me create authentic products.”

Shrawan’s primary focus is the domestic market. “We haven’t pursued international sales yet but have received orders from Poland, Nepal, and South Africa without promotions.”

As the business expanded, valuable lessons were learned. “We engaged numerous celebrities and influencers, but that didn’t deliver the results we expected,” Shrawan reflects.

“Initially, we didn’t do advertising, but after careful consideration, I embraced online advertising. This shift proved important as it catapulted our daily sales to Rs 3,000. By the pandemic’s end, our sales surged, occasionally peaking at Rs 30 lakh per day.”

Shrawan credits his wife, Supriya, for the company’s e-commerce success. “Supriya manages online sales across platforms like Amazon and Flipkart. She analyses data, identifying top-performing products.”

Celebrity fitness instructor Yasmin Karachiwala with one of Krishna's Herbal and Ayurveda products

Talking about managing work-life balance with two kids at home, Shrawan says, “As a young entrepreneur, I work from 5 am until late at night sometimes. However, when we go home, my wife and I talk very little about work. At home, it’s family time. Every day, I make it a point to play badminton for two hours, followed by yoga.”

As a father of two boys, Vihaan (11) and Advik (7), Shrawan proudly mentions that they prefer Ayurvedic remedies over allopathic medicines for issues like fever, cold, and cough.

Inspired by Dhirubhai Ambani’s business fundamentals, Shrawan aims to build his company with a long-term vision. “Many focus on building startups and selling equity quickly. Like Ambani, I wish to build a lasting legacy,” he says.

Shrawan Daga’s story is one of perseverance, innovation, and staying true to his roots while forging a unique path. - ©TWL