A Journey of Purpose, Passion and Innovation
In the heart of Tamil Nadu, amid farms and familiar rhythms of rural life, Kruthika Kumaran’s story begins-not with a boardroom or investor call, but with the simple question of how to soothe her daughter’s eczema-prone skin. That personal challenge led to a purposeful pivot: the birth of Vilvah Store, a natural skincare brand rooted in goat-milk and sustainable practices.
Kruthika Kumaran, the visionary founder and Managing Director of Vilvah Store, has become one of Coimbatore’s most inspiring entrepreneurs. Her journey, now featured in Today’s Coimbatore’s Book of CEO, highlights how innovation and purpose can redefine the natural skincare industry.
According to an article by The Better India, Kruthika’s mother suffered a persistent skin condition, which conventional treatments failed to ease. The Better India In her quest to find a gentler solution, Kruthika experimented in her home kitchen, tapping into her agricultural upbringing and farm-fresh ingredients. That experimentation paved the way to something much larger. Her journey-from a small hometown called Gobichettipalayam to becoming a brand-building entrepreneur in Coimbatore-is a blueprint for the modern Indian woman entrepreneur.
From Kitchen Lab to Brand Launch
Kruthika’s domestic experiment went beyond hobby. She enrolled in a natural cosmetology course, researched ingredients and formulated her first batch of goat-milk soaps. These early products, she says, were born out of love for her daughter and dedication to her mother’s memory.
In 2017 she launched Vilvah Store from her home kitchen. The name itself has significance: derived from the “vilvam” (or bilva) leaf, sacred in Tamil tradition, it signals a brand deeply rooted in Indian culture. Vilvah Store The first product? A goat-milk soap, made for people with sensitive or eczema-prone skin. Soon, the brand expanded its range to hair-care, body-care and skincare, all while emphasizing clean, natural, cruelty-free ingredients.
Scaling Up: Growth, Vision & Values
From those early days, the brand’s trajectory has been steep. As noted in an article by YourStory, Vilvah grew rapidly by combining direct-to-consumer (D2C) brand building with offline presence. By 2023, Vilvah offered over 70 distinct products, boasted retail stores in Coimbatore and Chennai, and had a 25,000 sq ft green facility backing its operations. The Weekend Leader
Kruthika’s leadership is anchored in three core values:
- Ingredient honesty – From goat-milk to almond, rice and soy milks, each range is chosen for its skin-oriented benefits.
- Sustainability & Indian roots – From solar powered units to recyclable packaging and sourcing from farming communities.
- Empathy-led design – Products built for real skin needs (mother’s eczema, daughter’s sensitive skin) rather than fad-led marketing.
She often remarks that Vilvah is “not just another skincare brand” but one born out of real need and grounded purpose.
Impact in Coimbatore & Beyond
Located in Coimbatore, Kruthika chose a city with manufacturing legacy and strong logistics, making it a strategic home for a growing brand. The city became the incubation ground for growth -first locally, then nationally and internationally. Her values resonated not just with the Indian market but also with overseas demand (Malaysia, Singapore, Gulf nations).
In a broader sense, Kruthika’s journey adds to Coimbatore’s narrative as “India’s entrepreneurship seat” for women, agripreneurs and D2C brands. Her success proves that global-standard brands can be built outside the metro hubs, rooted in Indian soil, Indian heritage and Indian values.
Challenges & Lessons Learned
Behind the success are many lessons – starting small, failing fast, scaling carefully. Kruthika faced early hurdles: minimal business experience, balancing home and work, sourcing raw materials, managing supply chains during the pandemic. “Everything fell into place initially thanks to my mother’s blessings,” she noted, “but scaling up meant infrastructure, team building and adapting to changing consumer needs.”
One powerful lesson from her:
“Trust your intuition. You don’t need everyone’s suggestions and approval. Take risks, and be comfortable with making decisions swiftly.” The Better India
This mindset underpins the brand’s growth and gives hope to aspiring founders everywhere.
What Makes Vilvah Unique?
Here are many factors that set Vilvah apart:
- Signature milk-range: Using goat-milk and vegan milks (almond, rice, soy) as core ingredients.
- Farm-to-formulation: Raw ingredients come from Kruthika’s agricultural background, bringing authenticity.
- Always cruelty-free, zero harsh chemicals: No sulphates, parabens, silicones, artificial fragrances. The Better India
- Scale with sustainability: From goat farm to green factory, packaging innovation, ethical sourcing.
- Community & empowerment: Working with farmers, building local jobs, emphasising female entrepreneurship.
TL;DR
Kruthika Kumaran, a housewife-turned-entrepreneur from Gobichettipalayam/Coimbatore, founded Vilvah Store to solve her daughter’s eczema and her mother’s skin struggles. Starting with goat-milk soap in 2017, she built a natural skincare brand rooted in Indian farm ingredients, sustainability and D2C growth. Today, Vilvah offers 70+ products, runs a 25,000 sq ft facility and has national/international reach-all while staying grounded in Coimbatore. Her journey is a powerful example for women entrepreneurs, D2C brands and social-impact business.
