In a world where it is common for second-generation entrepreneurs to take over the family business, Shrawan Daga decided to carve his own path.
Coming from a family of steel-processing businessmen in Jodhpur, the expectations from society were clear: to follow in the family footsteps.
| Shrawan Daga launched Krishna Herbs and Ayurveda in 2007 with Rs 5,000 (Photo: Special Arrangement) |
“Growing up, I was quite a naughty child. I was not a very bright student and had to repeat several years in school,” Shrawan says, reminiscing about his childhood. “As a result, I ended up going to school in Mount Abu and completed my education up to class 10 in a boarding house. I then returned to Delhi Public School in Jodhpur.”
Shrawan completed his Bachelor of Commerce degree from Onkarmal Somani College of Commerce, Jodhpur in 2007. The same year, he founded Krishna’s Herbal and Ayurveda with the vision of making Ayurvedic products a household staple and promoting overall health.
At the age of 23, with an investment of just Rs 5,000, Shrawan began his remarkable entrepreneurial journey unrelated to his family’s business.
Starting with small batch production of 50 bottles of aloe vera juice, then expanding to amla juice, Krishna’s Herbal and Ayurveda now boasts of 170 products with an annual turnover of Rs 700 crore.
He started producing aloe vera juice from a tiny 600 sq ft workshop, a sort of kitchenette, and now his company runs a sprawling 15,000 sq ft Ayurvedic juice manufacturing unit.
Shrawan started out with just one product, but has since expanded his portfolio to include an impressive line of 170 products. “Once aloe vera juice became popular, consumers began asking for other juices, herbal powders, herbal tablets and even cosmetics,” he says.
| Shurawan attended various exhibitions to explore business ideas. |
“We slowly convinced people to try our product. My family and I took our product and noticed increased energy and improved digestion. It also tasted less sour.”
Convincing people about a new Ayurvedic product wasn’t easy. While building the brand, they also worked as a third-party manufacturer, producing aloe vera juice for two companies, which became their top selling product. That’s when Shrawan knew they had a successful product.
During the COVID-19 pandemic, the demand for Ayurvedic products increased as people began realising its importance. After the second wave, Krishna’s Herbal & Ayurveda revamped the traditional packaging of its products to give them a modern look.
“Our factories were operating at 25% capacity during the first wave, but by the second wave we had to increase our raw material sourcing fourfold to meet demand,” Shrawan said.
Even before he graduated, Shrawan realised he had little to contribute to his family’s business and began searching for his own path. He regularly attended business exhibitions to gain insights. At one event, he met Sardarji, who enthusiastically explained to him the benefits of aloe vera.
“After the exhibition, I returned home and discussed it with my relatives. It was then that I realised that aloe vera, called gwalpata in Hindi, has long been used by villagers in Rajasthan to relieve joint pain. They use it to make rotis and various dishes,” reminisces Shrawan.
Ironically, at the time, aloe vera juice was imported from the US, even though aloe vera was readily available in Indian villages.
Imported juice was expensive, but in India it could be produced at a fraction of the cost, benefiting local farmers. Shrawan saw this as an opportunity to create a successful business and empower local communities.
Though his family offered to support him, they made it clear that the business did not require a huge investment, hence, Shrawan started his business with one product in a small 600 sq ft workshop and initially sold his products door to door and at exhibitions.
Shrawan’s commitment to holistic health and Ayurvedic products goes far beyond the marketplace – it’s a deeply personal mission driven by his father’s struggle with diabetes, which tragically ended in 2017.
| Shrawan and his team in their Jodhpur office. |
This loss was a powerful motivation that led him to create Diavik Care Juice and other Ayurvedic solutions to address various health issues.
Not coming from the Ayurvedic industry worked to Shrawan’s advantage: starting out without consultants from day one saved his company significant costs and ensured that his products adhered to authentic Ayurvedic methods.
“Later, after consulting experts, I found out that many aloe vera products on the market contain up to 30% water. Extracts, harmful chemicals, gums and fragrances are used to boost profits and cut corners,” he says. “Not knowing the shortcuts helped me create a genuine product.”
Shrawan’s main focus is the domestic market: “We haven’t sold overseas yet, but we have received orders from Poland, Nepal and South Africa without any promotion.”
As the business expanded, it learned valuable lessons: “We worked with many celebrities and influencers but didn’t get the results we expected,” recalls Shrawan.
“Initially we didn’t advertise but after careful consideration we adopted online advertising. This change proved crucial as our daily sales skyrocketed to Rs 3,000 crore. By the time the pandemic ended, our sales had skyrocketed and at times reached Rs 3 lakh in a day.”
Shrawan attributes the company’s e-commerce success to his wife Supriya: “Supriya manages our online sales on platforms like Amazon and Flipkart. She analyses data to identify which products are selling the best.”
| Celebrity Fitness Instructor Yasmin Karachiwala and Krishna Herbal & Ayurvedic Products |
Talking about striking a work-life balance with two kids at home, Shrawan says, “As a young entrepreneur, I sometimes work from 5 am until late at night. But when I get home, my wife and I hardly talk about work. It’s family time at home. Every day, I try to play badminton for two hours followed by yoga.”
A father to two boys, Vihaan, 11, and Advik, seven, Shrawan proudly says he prefers Ayurvedic treatments over Western medicine for ailments like fever, cold and cough.
Inspired by Dhirubhai Ambani’s business fundamentals, Shrawan aims to build a company with a long-term vision: “A lot of people focus on building startups and selling their shares quickly. Like Ambani, I want to build a lasting legacy,” he says.
The story of Shrawan Daga is one of tenacity, innovation and staying true to one’s roots while forging one’s own path. – ©TWL
