From Kitchen Experiment to Haircare Phenomenon: The Inspiring Journey of Avimee Herbal
From Kitchen Experiment to Haircare Phenomenon: The Avimee Herbal Story
Surat, India — What began as a family remedy for post-COVID hair loss has blossomed into a booming business, thanks to an unexpected hair revival in an 84-year-old grandfather. Avimee Herbal, co-founded by Siddharth Agarwal, has transformed from a kitchen experiment into a major player in the haircare industry, shipping over 15,000 units daily across India.
In January 2021, Agarwal’s grandfather, affectionately known as Nanaji, began regrowing hair after nearly two decades of baldness. “At first, I thought it was dandruff,” Agarwal recalled. “But upon closer inspection, we realized it was new hair. That was the turning point.”
The journey started when Agarwal’s mother, Vinita, faced severe hair loss after recovering from COVID-19. Frustrated with existing remedies, she turned to Nanaji, who had spent years researching Ayurveda and homeopathy. He concocted a potent herbal oil that, despite its pungent aroma, yielded remarkable results. Neighbors who tried it reported similar improvements, prompting the family to launch Avimee, named after Nanaji’s three daughters: Anita, Vinita, and Meenakshi.
Viral Success on Social Media
Initially, sales were modest, with just a few bottles sold daily through Instagram. However, everything changed when Agarwal’s wife, an influencer, posted a reel that went viral, amassing over 2 million views. “From one or two orders a day, we jumped to 100–200,” Agarwal said.
The real tipping point came when Humans of Bombay featured Avimee’s story, leading to an overwhelming 25,000 orders in just two weeks. “We were nowhere close to being prepared,” Agarwal admitted. The surge in demand led to delays and customer complaints, even attracting police attention. “One officer, who was bald, came to take Nanaji away but ended up asking for the oil for himself,” Agarwal chuckled.
Scaling Up with Integrity
Despite the initial chaos, Avimee scaled up operations deliberately. From a 7,000 sq. ft. rented unit, the company now operates from a sprawling 1 lakh sq. ft. facility, manufacturing all products in-house to ensure quality. “Most brands don’t make their products; they cut corners,” Agarwal explained. By producing active ingredients like Redensyl in-house, Avimee maintains affordability while ensuring efficacy.
Financially, the company has seen explosive growth, with turnover skyrocketing from ₹3.9 crore in FY22 to ₹48.3 crore in FY24. Profitability has kept pace, with net profit rising from ₹1.57 crore to ₹14.1 crore in the same period.
Building Trust in a Competitive Market
Avimee’s pricing, ranging from ₹500 to ₹1,000 for oils and serums, is higher than many FMCG rivals. However, Agarwal believes transparency is key. “We’re not just selling products; we’re selling trust,” he stated. The brand’s credibility was further bolstered by its appearance on Shark Tank India, which Agarwal credits with accelerating their growth.
While Avimee enjoys a loyal customer base, it faces challenges, including pricing concerns and delivery delays during peak demand. Customer reviews are largely positive, with many praising the natural, chemical-free formulations. However, some users have noted inconsistencies in product formulations and the need for ongoing use to maintain benefits.
A Legacy of Hope
Most of Avimee’s customers hail from tier-1 cities, but demand is growing in tier-2 markets as well. With serums now outselling oils, the brand is adapting to the preferences of younger consumers. Yet, Agarwal remains focused on the core mission: instilling hope in customers who have lost faith in hair restoration.
“Our funnel begins with hope,” he said. “What we try to give them is the belief that their hair can grow back.” And for proof, he points back to that fateful moment in January 2021, when his grandfather’s unexpected hair revival sparked a family legacy that has now turned into a thriving business.
