Business

Unforgotten Brands: Forest Essentials

Mira Kulkarni’s story is a testament to the idea that strength often emerges from life’s most significant challenges. Married at 20, Mira soon found herself in a failing relationship marred by alcoholism. With resilience and hope, she made the difficult choice to separate, returning to her parental home with her two young children. But by the age of 28, she faced a double tragedy, losing both her parents. Alone and with limited financial resources, she rented out part of her home and sought ways to support her family.

It was during a summer holiday in 1999 that inspiration struck unexpectedly. When the power repeatedly failed, Mira and her family began melting and remoulding candles. What started as a survival tactic evolved into a passion—and that passion eventually gave rise to Forest Essentials.

The Foundation of Forest Essentials

At 45, with her children growing independent, Mira began experimenting with handmade candles and soaps in her garage. A deep belief in Ayurveda, rooted in her upbringing, guided her search for pure ingredients and authentic formulations. She sought the help of Ayurvedic vaids and experts from Rishikesh, sourcing cold-pressed oils, ghee, and herbs from the Tehri Garhwal region.

Building a brand rooted in Ayurveda at a time when it was not yet associated with luxury required Kulkarni to break new ground. She faced scepticism from suppliers who doubted the viability of her products in a market dominated by synthetic and chemical-based cosmetics. However, Kulkarni’s belief in the potential of her products never wavered. “If I were to buy it, I think there would be many people who would do the same,” she confidently asserted. This belief, coupled with a relentless pursuit of excellence, drove Forest Essentials to success.

The early years of Forest Essentials were a labour of love. The process of sourcing and creating high-quality ingredients was both time-consuming and labour-intensive. Kulkarni credits the success of her brand to the inclusive culture she fostered, where every member of the team, from employees to suppliers, felt a sense of ownership. The collective effort that propelled the brand forward.

Despite the challenges, Kulkarni did not see her gender as a barrier in her entrepreneurial journey. She encountered many individuals who went out of their way to support her vision. This support, combined with her determination, helped her overcome initial scepticism and push through the numerous challenges she faced.

In 2000, with just Rs. 2 lakhs and two employees, Mira launched Forest Essentials. Her first product—a handmade Ayurvedic soap—was a reflection of purity and elegance. She believed, “If you cannot eat it, do not put it on your skin.”

The Naming

The name Forest Essentials itself has an interesting origin. It was suggested by Kiran Nadar, a friend of Kulkarni’s, who came across the term in the United States. The name perfectly encapsulated the essence of the brand—a blend of nature’s finest offerings, crafted into products that are as luxurious as they are effective.

Building a Brand with a Soul

Mira’s vision was clear: to elevate Ayurveda into the luxury space. While many Ayurvedic products of the time were associated with medicinal utility and poor packaging, Forest Essentials brought sophistication to traditional formulations. From elegant packaging to pleasurable textures and aromas, every product was designed to appeal to all senses—a principle inspired by the Panchmahabhutas.

Forest Essentials’ unique positioning came with its own set of challenges. Mira rejected early offers to sell through pharmacies and third-party retailers. Instead, she insisted on opening only company-owned stores in prestigious locations. This slow, deliberate approach built a premium identity that would later become its greatest strength.

Milestones and Market Expansion

The brand’s first store in Delhi’s Khan Market proved to be a runaway success. Soon after, Mira partnered with luxury hotels such as the Taj, Oberoi, and Hyatt, introducing Forest Essentials to an elite Indian and global clientele. Today, over 500 hospitality partners feature Forest Essentials amenities in their spas and guest rooms.

In 2008, Estée Lauder recognised Forest Essentials’ potential and acquired a 20% stake in the company. Their endorsement elevated the brand’s global appeal while retaining its Indian essence.

Forest Essentials now operates 170 stores across 56 cities, with a presence in the UK (London’s Covent Garden) and the GCC nations, including Dubai and Kuwait. Plans are underway to expand into Abu Dhabi, Bahrain, and Qatar. International markets are expected to contribute 15-20% of revenues in the next five years.

Sustainability, Authenticity, and Innovation

Mira ensured that Forest Essentials remained true to its roots. The company works closely with local farmers, promotes ethical sourcing, and upholds fair-trade practices. Products are handmade in Haridwar at a GMP-certified pharmaceutical-grade facility.

Innovation continues to define the brand. From ubtans and facial serums to massage oils and bath soaks, each product blends traditional knowledge with modern sensibilities. “We never rely on market surveys. We focus on what’s unique enough to make a difference,” Mira explains.

Recently, Forest Essentials also entered the natural makeup space, offering products that enhance rather than cover, staying true to Ayurvedic principles.

Looking Ahead

Forest Essentials continues to innovate, expand, and lead in the Ayurvedic luxury space. From a single soap to a billion-rupee enterprise, it stands as a symbol of purity, resilience, and elegance. Mira Kulkarni remains at its heart, ensuring that the brand evolves without compromising on its founding philosophy.

Forest Essentials is not just a brand; it’s a movement that redefined Ayurveda for the modern world—a story of grit, grace, and greatness, led by one woman who dared to dream differently.