Ancient India’s beauty wisdom renewed and redefined through transformative products and services for those who respect the power of nature and appreciate genuine quality.
Meaningful beauty for mindful living, hand-crafted to encourage self-nurturing, stillness and letting go.
How did it all begin?
My husband and I are both native Brits of Indian origin and Ayurveda has played a vital part of our upbringing. My mother used herbs and oils for a 360 degree approach to beauty and true wellbeing. For instance, she did not call her weekly fasts the 5-2, but essentially that is what she was doing. My grandmother was a midwife and herbalist who taught massage and herbal medicine. My husband’s father is a brilliant Ayurvedic doctor who taught his children yoga, breathing, meditation, mindfulness and purifying rituals from a young age. As newlyweds we took our rich heritage for granted, dipping in and out at will, until a life changing incident led us to our motherland. As we deep dived into the richness of India’s healing systems, Mauli became our personal mission to learn, create and share the transformative power of India’s beauty wisdom, while enabling us to work towards raising £1m for children’s charities. The thread that connected us to our roots came 360 and so did our approach to living.
What sets your business apart?
Mauli has its roots in India’s transformative plant-based ingredients and time-honoured anointing rituals, combined with British refinement in terms of the masterful formulations and meticulous manufacturing methods. Beyond the equilibrium of East meets West, there is resonance that comes from intention. The love, wisdom and intention has come from all that is part of our story and that is uniquely our story.
What is the concept behind your business or the problem you’re solving?
To encourage self-nurturing, stillness and letting go, while enabling artisans to create and supporting children to thrive.
Where to next/What is your brand vision?
We are very fortunate to count some of the world’s leading retailers as our customers and these include SpaceNK, Net-A-Porter and the Bulgari Spa, for whom we have recently expanded from treatments to in-room products. We are about to launch with a stunning boutique hotel group in India, while strengthening our B2C platform, along with hosting regular wellness events for our customers. Being an independent brand, we can afford to be nimble and that means turning away business that does not chime and responding to our need to share and grow in other directions.
What do you feel passionate about/what
I’m driven by a desire to connect with beauty in all people and things.
Share an example of early life that has
My mother inspired by love of beauty, simplicity and grit. She ran her own business, brought up 7 children and did it all with grace and a feeling of abundance. She would put on a silk sari, apply a few drops of oil on her face and a dash of lipstick and was good to go. My father used to trade in antique textiles from Rajasthan and these gave him the same passion as did finding disregarded things at car boot sales. I was fortunate to have parents who never gave up and saw what they did as an opportunity to share, serve and delight in life’s riches.
Highlights of your business journey so far?
Every day brings an opportunity for external and internal growth and I see the highs and lows as interconnected and am grateful for it all. If I have to pinpoint I’d say the first high was our first online order and the more recent has been working with artisans in India and seeing the charity we are about to support through the brand.
Key lessons you have learned along the way?
To remain unattached to the outcome. Make today matter as opposed to working for a promised future. To follow your heart and employ people who can fill in the blanks by following their head. To have a master plan but be ready to change direction when the opportunity arises. To be of service.
Best piece of advice you have received?
Do onto others.
Advice to an aspiring entrepreneur or woman just starting her career?
Do what you love, surround yourself with a good support system and then have faith, put in your best efforts, but let go of attachments to outcomes.
What funding route have you chosen for your business and why?
So far, we have been completely self-funded and that’s how we intend to stay, unless we come into contact with someone who shares our passion and drive and brings something invaluable to the table.
Some of the challenges you have faced and how you overcame them?
Our business is all about economics of scale and at our level it’s impossible to compete with the big brands marketing spends.
Why is it important to support women-led business?
As a woman, I am very intuitive and heart-centred and that has served me well. Women think fast and can keep several plates spinning, while paying attention to the detail and not losing sight of the bigger picture. As a woman I appreciate that Mauli Rituals is one aspect of a very rich and rewarding life. I give my team the option to work flexi-hours or even 3-4 days a week. The team are given yoga class passes and I actively look to find the best ways to support personal goals, even if those goals involve any member of my team wishing to start their own businesses on the side.