This Mom Has Built An Ayurveda-Based Belly Button Oil Brand For Health And Wellness
Ayurveda has changed the lives of many and continues to do so. Founded by mom entrepreneur Swati Sutaria Vakharia, her brand Nabhi Sutra incorporates Ayurveda as well in its products. The Vadodara-based start-up is a health care brand that treats issues like hair loss, acne, joint pain, indigestion, and many more through belly button oils made from natural, Ayurvedic ingredients. It alters the contemporary method of treating a person and sustains the conventional, old-age method of natural treatment.
About the founder
Swati started her entrepreneurial journey by founding an IT firm named, Black ID (Internet Development), with some friends post her MBA (Finance) in 2008. The firm was known for its website designing and development services, while also handling the online marketing and SEO for clients. Not long after, she founded Women’s Planet, a platform that promoted women empowerment. Engaging in social work through the platform, she launched a campaign called Muskaan – Ek Pehel. It worked towards providing sanitary napkins and spreading awareness about menstrual hygiene among women and girls around the city.
The belly button oil brand comes to existence
Come 2017, she had an immense hair fall issue during her pregnancy. In the process to hunt for Ayurvedic medicines, the founder stumbled upon a place that sold different oils for specific, respective health issues. These oils, as guided, were to be applied on the belly button by adding 3 drops of it. She noticed a positive effect, and was curiously happy with the results.
This lit a spark of an idea in her mind; treating common yet vital health issues with belly button oils made from the extracts of naturally available herbs or plants. She contacted her cousin, who is an M.D. in the field of Ayurveda, to gain knowledge about specific ingredients in Ayurvedic medicines. After extensive research and expert guidance guidance, Swati officially launched Nabhi Sutra in 2019.
About the start-up
Nabhi Sutra has a wide range of belly button oils that include healthy hair care oil, sensational skincare oil, joint pain oil, immunity booster oil, menstrual pain relief oil, daily digestion oil, etc. The belly button oil for healthy hair, nuskha scalp oil, and joint pain oil top the list of best-selling products in the market.
Catering to all customers, regardless of the age group, Nabhi Sutra has processed more than 40,000 orders since its launch. They process more than 100 orders per day, that are priced between Rs. 549 – Rs. 2619. Apart from selling through their website and social media brand pages of Instagram and Facebook, catering to India, they process a good chunk of international sales from Amazon.
Nabhi Sutra has collaborated with Ayurvedic doctors and practitioners for valuable feedback, or necessary changes in the products. The team, apart from the doctors and practitioners, includes consultants, and Swati, herself, looks after the marketing and SEO building.
Competition and Future Planning
When it comes to competition, the mom entrepreneur claims Nabhi Sutra as a pioneer in the niche segment of belly button oils in India, as there really aren’t any other noticeable players in the market.
“Our products do help people. I still remember about an arthritis patient who used to have 45 pain killers for his condition. But after trying our belly button oil, his pain killers reduced to 5!”
Nabhi Sutra is moving forward with an aim to spread awareness about natural and Ayurvedic products among masses. The key milestone is to build products for health issues that people might be unaware of, which could be treated through Nabhi Sutra’s belly button oil.
Ups-and-downs during Lockdown
In September 2019, Nabhi Sutra started to execute its full-fledged marketing plan as they launched their products. But just when their sales started a growth trajectory, the nationwide lockdown of 2020 restricted their future on-goings. Fortunately, Nabhi Sutra products are categorised under ‘essential products’ and the pandemic did not affect the business in an adverse way. However, the question of ‘how will the functioning pick up in future?‘ kept dangling in front of them.
“This pandemic turned out to be an eye-opener for many. They started believing in natural and eco-friendly products. Eventually, we started picking up.”
Mompreneurship and Work-life balance
Its been 14 years since Swati ventured into entrepreneurship. During her initial days she has had to work nights as well, since her business catered to the international markets.
But it was during her pregnancy that she suffered with a few health issues and that made her to load off some of the work. Postpartum things weren’t easy, and to manage work was getting difficult to handle as a new mother. Although her family’s support was undying.
“My mother-in-law motivated me to continue with my work after my pregnancy. To effectively manage business and household, you need someone to take care of certain things around you. So, in a way, I had peace as my family had got my back.”
The Boss Mom advises mothers and mompreneurs to value their ideas; execute them to reach their desired goal even if it takes a truckload of time.
“My previous businesses became difficult to deal with while assuring proper care for the baby. But with Nabhi Sutra, as an e-commerce website, I could be around the baby and work too. Balancing things out was the only solution and I’m happy doing it because, for me, motherhood is very important!”