Rising from the Soap suds: Swadeshi Natures Products

In the 1700s India contributed to almost 25 % of the global GDP. This was before the collapse of the Mughal empire and the advent of the British colonial rule. Indian industries, mostly handmade goods, dominated global trade. Today however, the scenario is very different. Not only is India’s contribution to global GDP significantly lower, one finds it difficult to see hand made products in urban India, except perhaps in trade fairs or boutique outlets.

I recently exhausted my stock of Fab India soaps (perhaps the most visible handmade soap brand in urban India today) and was looking for alternatives. That is how I discovered Swadeshi Natures Products.

Based in Hyderabad, this handmade soap manufacturing company is the brain child of Dr N.L. Murthy. Dr Murthy is an organic chemist and spent most of his career working for the Tata Group. He retired in 1985 as the Chief R & D Scientist at Tata Oils Mills Company (TOMCO). During his stint at the Tata Group, Dr Murthy was responsible for developmental work on some iconic brands like Hamam, Jai and Moti. After retirement he conceptualized the manufacturing of handmade soaps and thus Swadeshi Natures Products was born in 2010.

Starting with the manufacture of herbal soaps made of jasmine, lavender, rose oil and sandalwood, the company today makes handmade soaps (based on 100% herbal, ayurvedic and Unani formulations), glycerine soaps, hydrosols (herbal water) and essential oils from herbs and roots. The company’s differentiator is that its products are not merely cosmetic but have healing properties, if used regularly. The company uses the knowledge of various traditional and homemade medicinal remedies from Ayurveda, Alchemy, Unani, Aromatherapy, Unani and Tibetan medicine, and combines it with modern soap making technologies to create its products.

“This knowledge and expertise is our largest differentiator,” says Shreenivaas.N.Murthy who leads the marketing efforts for Swadeshi Natures Products. To strengthen this differentiator, the company recently launched a line of soaps under the brand “Flower of Life.” These soaps are made on a technique that combines the best of these traditional medicinal remedies and address specific issues. For instance, the Precious Pearl soap contains real pearl powder, honey and essential oils and is targeted to improve the complexion and remove tan. The clay soap with Mitti ki attar is meant to treat oily/ greasy skin and reduce acne. The Panchagavya soap has anti-oxidant, anti-bacterial, anti-septic, and anti-fungal properties, while the Panchamrut soap, containing milk,curd, ghee, honey, sugar candy and lemon oils is meant to be used for moisturizing the skins. Apart from the Flower of Life line of soaps one can find the more familiar shea-butter, neem-tulsi, lavender and rose soaps. The complete range of products made by Swadeshi Natures Products can be found here.

Why do we not see Swadeshi Natures Products anywhere in retail outlets? “Because most of our production is geared towards the export market,” says Shreenivaas. The handmade soap market in India is miniscule and constitutes only 0.5 % of the soap sales(Indian soap market is estimated to be valued at $ 17 Billion according to Indian Mirror), Whereas in Europe they command around 3% market share, he explains. However, the Indian handmade soap market has tremendous growth in the last 5-6 years, thanks to the increasing awareness of their benefits. “Firstly the ingredients are organic and one can select the constituents as per the requirements. Secondly as the soaps are custom made the quality is much superior than machine made soaps. And finally the perfume used [in these soaps] is natural which stays longer and remains fresher,” says Shreenivaas. These soaps, while more expensive than commercial soaps, last longer and definitely do not damage the skin. Shreenivaas sent me a few samples of Swadeshi Natures Products and having tried them, I can vouch for their superior quality.

Seeing the growing demand for these soaps, Swadeshi Natures Products is keen to set up a domestic market distribution network. They currently undertake custom gifting orders. If you want to order for any of the soaps, you can reach out to Shreenivaas.N.Murthy via email (info@handmadesoapsindia.com) or through his mobile number 9849036711.

Do you know any small brands that make quality products? Do write to me and I will feature them in my blog.