How Arata Grew To ₹61 Cr By Building Clean Beauty As A Habit

Hair care aisles in India are expanding fast, but the category isn’t getting smarter at the same pace. For decades, brands won on familiar cues: foam, fragrance and price. That playbook is now breaking, as younger consumers hit hair and scalp issues earlier than before. They are no longer chasing surface-level grooming, but science-backed care, proven efficacy and outcomes they can actually measure.

This shift is also playing out across the broader beauty and personal care (BPC) space. The hair care products market is expected to reach $5.2 Bn by 2031, up from $4.1 Bn in 2026. Nevertheless, there have been limited scientific disruptions in the performance-first beauty niche.

Dhruv Bhasin and Dhruv Madhok set up Arata to bridge that gap. What began as a frustrated reaction to chemically laden styling gels turned into a successful kitchen experiment utilising an alcohol-free flaxseed formula. It began as a styling-gel alternative, expanded into a full hair care range, and later moved into body and skincare.

From ‘Natural’ Products To ‘Cell Rejuve’ Hair Science

Arata has shifted its focus from solely ‘natural’ products to efficacious formulations that deliver visible results. As its goals expanded, the brand also scaled up the infrastructure required to support outcome-led product innovations. It moved from an 800 sq. ft. office to a 4K sq. ft. headquarters in Delhi, which includes an in-house R&D and quality control laboratory. This allows Arata to bring formulation and testing in-house, while continuing to validate outcomes through accredited laboratories and direct consumer feedback.

A partnership with a US-based biosciences company strengthens Arata’s science-first pivot, positioning it as the first Indian brand to bring mitochondria-led hair and scalp solutions to market.

To support its growing operations, it runs an 11K sq. ft. warehouse, equipped with conveyor belts and automated packaging stations. The brand now processes and ships more than 50K D2C orders and 2 Lakh B2B units every month.

Scaling Through Omnichannel & Trust-Building

Arata scaled from ₹20.88 Cr in FY24 to ₹61.06 Cr in FY25, a 192% year-on-year jump, driven by stronger consumer communication around ingredient science and proof points such as before-and-after results. In FY25, its sales were spread across ecommerce (38%), the D2C website (32%), and quick commerce (30%).

Momentum continued into FY26, with the brand clocking ₹46.70 Cr in revenue between April and November 2025 and forecasting ₹75 Cr for the full year. 

In early 2026, it is targeting a monthly revenue peak of ₹9 Cr+, primarily through organic growth.

Building A Playbook For Treating Hair Loss

In the near term, Arata 3.0 will complete a full rebrand and introduce its Biosciences Hair Growth Serum. Positioned as a clinically proven alternative to conventional pharmaceutical treatments, the product enters a market that has seen little meaningful innovation. In the next 12 months, the brand plans to scale its adoption and work towards a revenue milestone of ₹160 Cr.

Further out, Arata wants its flagship serum to reach everyone struggling with hair loss. Although cost remains a major constraint on innovation and expansion, the brand will deepen its focus on mitochondrial science and strengthen its capabilities to target consumers ready to move from aspiration to intent.

[Authored By Vandana Batra]

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