Brihans Natural Products, a Pune-based skincare and hair-care company built around aloe vera formulation, is celebrating 25 years in business. Founded at a time when organised natural-personal-care brands were rare in India, the company now aims to expand via D2C and omnichannel growth, targeting about ₹12-13 crore revenue in FY26. As competition in the BPC (beauty & personal care) segment heats up, Brihans is leaning into its heritage of aloe, full-value-chain control and a revamped go-to-market strategy.
Table of Contents
Early Advantage
Founded in 2000, Brihans Natural Products was among the early companies in India to launch products based on aloe vera – both skin-care and hair-care. The co-founders spotted a gap: many modern beauty offerings used chemical-based actives, yet consumers still sought natural remedies rooted in Ayurvedic tradition. By focusing on aloe-vera, the brand created a niche around “nature meets science” in personal care.
Value-Chain Control & Product Philosophy
One of Brihans’ distinguishing features is its control over the value chain: from growing aloe vera on chemical-free soil, harvesting within 24 hours, processing into juice rather than powder, through to final formulations. This enables quality control and supports the brand’s claim of potency and natural actives. The portfolio spans skincare gels, body lotions, hair-care, and oral/hygiene segments under brands such as Greenleaf, Brimune and Oraheal.
Market Context & Competition
India’s beauty and personal-care market is large and growing; within this, the natural/ayurvedic sub-segment is increasingly competitive with brands such as Patanjali, Himalaya, WOW, Kapiva and others all vying for consumer mind-share. For Brihans, the challenge is to maintain its premium niche, brand heritage and claims of natural authenticity, while scaling and keeping costs manageable.
Strategic Shift to Omnichannel & Digital
As consumer behaviour has shifted (especially post-pandemic), Brihans has adjusted its strategy. Key elements:
- D2C focus: The brand is investing in its own direct-to-consumer website and building the digital pipeline for discovery, conversion and retention.
- Quick commerce & marketplace: Recognising the demand for fast-moving personal-care items in urban areas, the company is exploring quick-commerce partnerships to meet immediate delivery needs.
- Retail + modern trade: While digital is a priority, offline presence across medical stores, beauty stores and modern trade remains part of the omnichannel push to preserve reach and credibility.
The target for FY26 is circa ₹12-13 crore in revenue, building on recent years where the company reported around ₹10 crore.
Growth & Product Roadmap
Looking ahead, Brihans plans to:
- Launch a premium aloe-based skincare range and an Ayurvedic oral-care range to expand beyond the core gel and hair-care formats.
- Deepen the reach of existing brands (Greenleaf, Brimune, Oraheal) across more cities and retail formats.
- Build brand storytelling and video content to engage younger consumers, especially in digital channels.
- Improve customer retention, reduce return-to-origin (RTO) rates and tackle fake orders to improve unit economics.
Key Metrics & Snapshot
| Metric | Recent Value / Target |
|---|---|
| Years in business | ~25 years |
| Reported revenue (recent) | ~₹10 crore |
| FY26 revenue target | ~₹12-13 crore |
| Core ingredient | Aloe vera grown on chemical-free soil |
| Product segments | Skincare, hair-care, oral/hygiene, body care |
| Channel strategy | D2C + marketplace + quick-commerce + retail |
Why This Matters
For your Profit Journal readers, Brihans Natural Products highlights several important themes:
- Heritage meets scaling: A small brand rooted in natural actives that now aims to scale in a crowded market shows how niche incumbents can adapt.
- Value-chain authenticity: Controlling raw-material sourcing and processing helps the brand maintain credibility in an era where “natural” is often questioned.
- Omnichannel evolution: The shift from traditional retail to D2C + quick commerce + omnichannel reflects where personal-care consumer behaviour is going.
- Competitiveness in BPC: With big players entering and heavy discounting common, staying differentiated (via quality, story, authenticity) becomes key.
- Profitability & discipline: Even as growth is targeted, controlling returns, fake orders and costs will determine sustainable success.
Challenges & Risks
Despite the positives, Brihans faces several headwinds:
- Intense competition: Large national and international brands are aggressively entering the natural/ayurvedic personal-care space with marketing budgets and scale.
- Scaling unit economics: Moving from ~₹10 crore to ₹12-13 crore is modest, but breaking past that and achieving margin expansion will require operational excellence.
- Customer acquisition & retention: Digital channels are expensive; building loyalty and keeping repeat purchases high is critical.
- Maintaining authenticity: As scale increases, ensuring raw-material quality, adherence to “chemical-free” claims and avoiding dilution of brand promise is important.
- Omnichannel complexity: Managing many channels (D2C, quick commerce, retail) increases logistics, inventory, fulfillment challenges and cost pressures.
Key Takeaways
- Brihans Natural Products has built a strong base in aloe-vera based skincare and hair-care and is now targeting omnichannel growth for its next chapter.
- Its strategy blends heritage (25-year brand), value-chain control (farm to bottle), and digital scaling (D2C + quick commerce).
- For brands in the BPC space, the lesson is: differentiation (ingredient, story, authenticity) plus channel evolution (digital + omnichannel) matter more than just mass distribution.
- Sustainable growth will depend as much on cost discipline and customer retention as on expansion and product launches.
- As the natural/ayurvedic personal-care segment becomes more crowded, brands like Brihans that began early must now evolve quickly to maintain relevance.
FAQs
1. What is Brihans Natural Products best known for?
The company is well-known for its aloe-vera based skincare and hair-care formulations under brands like Greenleaf, which emphasise natural actives, chemical-free soil sourcing and value-chain control.
2. What’s the significance of the 25-year mark?
Celebrating 25 years indicates that the company has survived and adapted through many market changes — now it’s entering a growth-oriented phase focused on digital, omnichannel and scaling.
3. How is the company adapting to changing consumer behaviour?
The company is shifting strongly into D2C and quick commerce, investing in digital marketing, improving its customer-experience systems and maintaining retail/modern trade presence to ensure broad reach.
4. What are the main growth targets?
For FY26, Brihans is targeting revenue of approximately ₹12-13 crore. The roadmap also includes new product lines (premium aloe skincare, Ayurvedic oral-care) and expansion of existing segments.
5. What are the main risks for the business?
Key risks include strong competition from larger beauty brands, maintaining margins while expanding channels, ensuring authenticity at scale, and keeping customer acquisition costs in check.
