Two friends started their own organic personal care brand

Dhruv Madhok and Dhruv Bhasin met at Dhruv Madhok’s wedding in 2015 as Dhruv Madhok noticed that Dhruv Bhasin was wearing hair gel and asked whether Dhruv Bhasin was aware of hair fall caused by hair gels. But Bhasin answered that the hair oil and hair cream that he has applied are products of flax seeds which is homemade. Dhruv Madhok got fascinated by these products and told Dhruv Bhasin to send him 2 bottles, which Dhruv Bhasin did and Dhruv Madhok found the products to be working very well. Then Madhok called Bhasin to discuss the marketability of the products they were using.

The products originated from Bhasin’s mother, who was vegan before Veganism came to India and she used to make the products that were not available in the store. Dhruv Bhasin’s Mom used to tell her son not to wear gel on his hair but he refused and asked her to find a natural alternative. After a bit of research, she found out the recipe to make the hair gel. The gel was mostly water-based and a product of flax seeds so it was not harmful and completely natural. Dhruv Bhasin and Dhruv Madhok started to look for natural gels that existed in the market and they were shocked at the result. They found that most gels contain alcohol, fragrances, chemicals, preservatives and many more inorganic ingredients. They became aware of the huge opportunity to promote their completely organic products as most of the ayurvedic brands were using chemicals in their products.

Bhasin says on being asked why his mother isn’t one of the co-founders “She would avoid working with me but the other part is that she is more than happy that Madhok and I are doing this on her behalf. It started with something she cared about and was concerned about, has now turned into a brand and turned into a product and is getting us a decent amount of success and the hair gel has been historically our top seller up to date and making so many people happy in the ecosystem whoever uses the hair gel so she is more than happy that we are creating the success on her behalf.”

Madhok and Bhasin started to list their products on Amazon and Nykaa along with launching their website and finally, DSG group offered the company the validation they were seeking in the market.