India Startup Stories – Episode 16 – Jas Naturals


Entrepreneur Name: Jas Khan

Business Name: Jas Naturals

Hey fellow entrepreneurs and wantrepreneurs. Time for another startup story. We love to bring you a variety of stories and we love getting inspired by the success of others. Today we are delighted to bring you the story of Jas Khan and her startup – @JasNaturals, a natural cosmetics startup. So read on and then go tell your wives, girlfriends, sisters, mothers and friends to pop over to to check out their website.

Hi, Jas welcome to EO India and thank you for sharing your #startup story with us. Let’s get started with the questions.

1) How did you get your idea for the business?

The story goes like this, I am like many other women who are very careful in keeping up their beauty regime. But I came to know about the harm caused by commercial cosmetics and beauty care products. So I started to search for the best natural remedies and natural beauty care products and curated them.

My search led me to many natural beauty care brands, most of which are lesser known. All these natural beauty care products, unlike the commercial ones (that are manufactured in bulk), are made in small batches which can mean that they cost more than the commercial ones. The very high cost does not mean the profits are higher, it’s because it involves mostly exotic herbs and essential oils which are costly.

I started to share my curation with my friends and family. Soon, I became a go-to friend for information on natural beauty care. Seeing all this my hubby suggested me to start an e-commerce website for this niche market, himself being a serial entrepreneur. At first I had doubts, but I was encouraged to give it a try and startup.

That journey started with two brands now we have 10 plus brands along with our home grown brand Inara.

2) Why is now a good time for this idea to exist?

Awareness – People are more aware of things happening around us. When selecting products from the shelves of a Supermarket instead of looking at the brands on the product label, people are now checking out ingredients and contents of the products.

Also Social Media networks such as Instagram are helping to spread the word about health benefits and how to be healthy.

That’s why it’s a good time for this idea to exist.

3) What was the reaction from your family when you first decided to become an entrepreneur?

It was shocking for them. My parents though doubtful didn’t stopped me from doing it. However, my mother in law didn’t like the idea of me starting up. My father in law opposed the idea because he thought that it may lead to me spending less time with my new born Baby, who was just 2 months old when we started up.

But my husband was very supportive and helped me through out. Numerous times he went on working through the night for me. He never gave up on me even for a second.

4) What was your biggest failure in business and what did you learnt from it?

When we first invested, we allocated most of our investments in the inventory. At first the sales are low and only when the word of mouth got out we got more sales. Though it doesn’t affect our growth, it did hurt us in the beginning. We had lots of inventory but less money to use for marketing and other important aspects.

5) What is your biggest obstacles in the next 12 months and how will you overcome it?

As of now there are no obstacles in our business. There will be obstacles in business at one point or another. Every entrepreneur has to face it, the good ones sees opportunities even in the obstacles. We do not know about what the future holds.

6) What habits contributes to your success?

Hard work and perseverance I think. My husband always tells me that I do things ASAP when it comes to my mind.

Also I value people more than money. If you ask our customers you’ll come to know one thing and that is we put lots of effort to give the best experience to them. For instance, a package to one of our customers couldn’t be delivered because our courier partner doesn’t have access to the location. It was getting late and the customer was worried. We asked the shipping partner personally to send the parcel anyway to the customer and we will provide the extra expenses for the same. They said no. So we packed the order again and sent the new package via a premium shipping company that delivers product overnight. The customer received both the parcels next day. She called me up and asked about the extra package she received. We told her everything and she replied that she will send the extra pack back to us again. But we insisted on keeping them with her and told that it is complimentary from us for making her wait. She was happy and still she is one of our regular favorite customers.

7) If you had the opportunity to start this business again what would you do differently?

Everyone has this thought. It doesn’t help. It only increases the worries and unnecessary feelings. But if it helps for the readers, I will share my thoughts. We would not have stocked up lots of inventory in the beginning. We would have concentrated more on branding and marketing.

You can either dwell in the past or act in the present for a brighter future.

8) What is your favorite inspirational quote?

If you want to shine like a sun, you first have to burn like a sun… Abdul Kalam

9) Where do you find inspiration?

I find my inspiration from Dr. A.P.J. Abdul Kalam. Whenever I feel low, I read his books. I feel refreshed and it gives me fire to go on.

10) What is your favorite book?

Wings of Fire from A.P.J. Abdul Kalam

11) What advice would you give to someone starting out?

Don’t overthink it, just start up. You never know what will happen before doing it. If you fail, you will learn how to be better. For instance, If you take a biography of any successful business women or man you will always find them failed at some point at their life/business. That doesn’t affect them, instead it only motivates them to become better.

As always, our thanks to Jas Khan for answering our questions. We wish JasNaturals lots of success in the future. As we said at the start, don’t forget to check out their website and their Facebook page to keep up with the latest products on their store.

Finally, don’t forget to check out Jas’s recommended book below See you next week for more #startupstories.

Jas’s Favorite Book

EOIndia Book of the Week

Web Hosting


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