Harini Sivakumar decided to turn her crisis into an opportunity and showcased personal and professional fortitude. Describing her journey, she says “My elder son was born with Down’s Syndrome. While the major trigger of doing that was more due to a specific skin condition for my older child, it was more of a hobby versus a passion back then. It was only after doing that for a year or two, I decided to convert it into more of a mainstream business and it became my passion.” After running this entity for a couple of years or so, predominantly as a home-based setup, she decided to scale it up and that was the culminating point for Earth Rhythm.
Talking about her venture, Sivakumar says, “The biggest task was to create products that are natural, fragrance-free, and sustainable, but I was certain from the start that these are the pillars on which I would want my brand to stand.” They have seen a 400 per cent increase in revenue YoY, and a 500 per cent increase in orders per month, along with three times increase in website visits. “We have an interesting pipeline of new product launches planned and according to our internal research, they are potential game changers, and we are betting big on them,” adds Sivakumar.
The business model currently is 100 per cent D2C focused. The key assumptions here have been that the penetration of the online market will go up with a lot of brands now shifting their focus on direct to consumer as a channel. They see the primary market as skintellectuals – the customers that know their skin concerns well, want to invest in products targeting that concern specifically and have knowledge of inculcating active ingredients in their skincare routines. Digital awareness and online shopping have also gone up in the past two years, with online adoption rapidly increasing due to Covid. Additionally, they do have long term plans to go offline and in retail. The investors have shown faith in Earth Rhythm, with its Series A round of funding underway.
