What INDULEKHA does

Indulekha is an Ayurvedic hair care brand wholly owned by Hindustan Unilever Limited (HUL), India’s largest listed FMCG company. The brand sells a portfolio of proprietary Ayurvedic medicines for hair fall, hair growth, and dandruff across two main ranges — Bringha (hair fall and growth) and Svetakutaja (dandruff) — comprising oils, shampoos, scalp serums, hair masks, soap, and combo packs. Formulas use handpicked herbs processed through traditional Arka and Kashayam vidhi methods and matured in virgin coconut oil under sunlight for up to seven days; the flagship Bringha Scalp Serum carries CRO-issued Clinical Certificates (2024 and 2025) claiming it is India’s first clinically proven Ayurvedic hair growth solution, with quantified outcomes including 11,000 new hairs in 90 days, 45% reduction in hair fall, and 2X stronger hair from roots.

Manufacturing is split between Mosons Extraction Pvt Ltd in Thalassery, Kerala (oils) and Herbal Concepts Health Care Pvt Ltd in Haridwar, Uttarakhand (serums and shampoos). The brand distributes exclusively through direct-to-consumer e-commerce at indulekha.co.in, operated under license by Moksha Design Private Ltd and Olympia Industries Ltd, with SKUs priced from ₹88 (soap) to ₹1,908 (large combo pack) and tiered multi-buy discounts. Target customers are Indian adults experiencing hair fall, hair thinning, hormonal hair loss (PCOS/PCOD, post-pregnancy), or dandruff, with marketing emphasizing clinical proof on Indian scalps, expert endorsements, and an interactive hair quiz for product matching. The brand reports 87,362+ happy users and 2,533+ reviews on flagship SKUs, supporting a long-tail B2C replenishment model with no disclosed enterprise or retail distribution.

Name

INDULEKHA

Legal name

Hindustan Unilever Limited

Website

https://indulekha.co.in

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Indulekha is an Ayurvedic hair care brand owned by Hindustan Unilever Limited, selling clinically proven hair oils, shampoos, scalp serums, and masks for hair fall, growth, and dandruff to Indian consumers via its own e-commerce site.

Ownership category

akta.pro rank

Product category

Ayurvedic Hair Care

NAICS

Toilet Preparation Manufacturing (325620), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth) (CRABABAE)

akta.pro secondary industries

Shampoo & Scalp Cleansers (CRABABAA), Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

Keywords

• Ayurvedic hair care
• Hair fall treatment
• Hair growth serum
• Anti-dandruff shampoo
• Ayurvedic hair oil

Headquarters

HQ city

Kannur

HQ country

India

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Indulekha generates revenue through direct-to-consumer sales via its official e-commerce platform indulekha.co.in. Products are sold in various SKUs including oils, shampoos, serums, soaps, and combo packs at various price points ranging from ₹117 to ₹1,908.
2. Multi-SKU Product Sales: Revenue generated from multiple product categories: Hair Oils (Bringha and Svetakutaja ranges), Shampoos, Scalp Serums, Hair Masks (Lepam), Soaps, and Combo Packs offering discounts for bundled purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Indulekha manufactures and sells proprietary Ayurvedic hair care products — hair oils, shampoos, scalp serums, hair masks (Lepam), and Ayurvedic soap — targeted at hair fall reduction, new hair growth, and dandruff treatment. The company sells exclusively through its own DTC e-commerce platform indulekha.co.in in India, with products developed using traditional Ayurvedic methods (Arka & Kashayam vidhi) and validated via CRO-supervised clinical trials conducted on Indian scalps.

Product overview

Indulekha is a proprietary Ayurvedic hair care brand owned by Hindustan Unilever Limited, offering a unified product portfolio centered on clinically proven Ayurvedic formulations for hair fall control, hair growth, and dandruff treatment. The core product lines include the Bringha Range (hair fall and growth solutions featuring oils, shampoos, serums, and hair masks) and the Svetakutaja Range (dandruff treatment products including oils and shampoos). The flagship Indulekha Bringha Scalp Serum is marketed as India's First Clinically Proven Ayurvedic Hair Growth Solution. Products are manufactured using traditional Ayurvedic methods including slow-cooking herbs in Virgin Coconut Oil under natural sunlight, and are sold through the official e-commerce platform with various size variants and combo bundles. The brand also offers Ayurvedic soap products and partnered beauty platforms like Be Beautiful.

Differentiator

Problem solved

Functional benefit

Products and services

• Indulekha Bringha Hair Growth Treatment Scalp Serum (30ml) A 30ml Ayurvedic scalp serum marketed as India's First Clinically Proven Ayurvedic Hair Growth Solution; made with 100% Ayurvedic actives (Bringha, Rosemary, Amla, Brahmi), targets three biological pathways for healthier hair, and is clinically proven to grow 11,000 new hairs in 90 days with 45% reduction in hair fall. Designed for daily use on the scalp for both men and women experiencing hair fall or thinning.
• Indulekha Bringha Ayurvedic Hair Oil (50ml / 100ml / 250ml) Proprietary Ayurvedic hair oil containing Bringhraj, Svetakutaja, Amla and Virgin Coconut Oil, matured under natural sunlight for up to 7 days; clinically proven to reduce hair fall and grow new hair in 4 months. Available in 50ml, 100ml, and 250ml sizes with a Selfie Comb Applicator for direct scalp application. For men and women with hair fall concerns.
• Indulekha Bringha Ayurvedic Shampoo (100ml / 200ml / 340ml / 580ml / 1L) Proprietary Ayurvedic shampoo recommended by Ayurvedic Experts to reduce hair fall; formulated with 9 full Bringharaj plant extracts together with Shikakai, Amla, and Rosemary oil. Reduces hair fall in 4 washes. Available in 100ml, 200ml, 340ml, 580ml, and 1L sizes for both men and women.
• Indulekha Bringha Lepam (Hair Mask) 200ml Ayurvedic hair mask (Lepam) made with 6 precious herbs (Bringharaj, Neem, Amla) and essential oils (Rosemary, Basil, Orange, Cedarwood). Nourishes and strengthens hair, helps reduce hair fall, and provides a non-greasy feel post-wash. Packaged as a 200ml unit for at-home use as part of a hair fall care routine.
• Indulekha Svetakutaja (Anti-Dandruff) Hair Oil (50ml / 100ml) Ayurvedic proprietary medicine hair oil for dandruff treatment, containing Svetakutaja, Amla, Bhringaraj in Virgin Coconut Oil with anti-microbial and anti-dandruff properties. Clinically proven to reduce dandruff when used 3 times a week for 1 month. Available in 50ml and 100ml sizes for adults with dandruff and flaky scalp issues.
• Indulekha Svetakutaja Dandruff Treatment Shampoo (100ml / 200ml / 340ml / 580ml) Ayurvedic proprietary shampoo formulated for dandruff treatment, containing Amla, Neem, Rosemary Oil, and Pudina Satvva. Clinically proven to reduce dandruff. Available in 100ml, 200ml, 340ml, and 580ml sizes for adults with dandruff and scalp concerns.
• Indulekha Ayurvedic Soap 100gm Ayurvedic proprietary medicine soap bar positioned for hair care. Available as a single 100gm bar or in a Pack of 3 with savings. For adult consumers seeking an Ayurvedic-format hair care cleansing product.
• Indulekha Oil + Shampoo Combo Packs Pre-packaged bundle offers combining Indulekha Bringha Oil with Bringha Shampoo, or Svetakutaja Oil with Dandruff Treatment Shampoo, at savings of up to 35% off individual prices. Multiple size combinations available (Oil 50ml + Shampoo 200ml up to Oil 100ml + Shampoo 1000ml and Svetakutaja combinations). Sold as a single bundle unit at a discounted price relative to individual SKUs.

Quantifiable outcome

• 11,000 new hair grown in 90 days of consistent serum use
• +6 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Be Beautiful (Unilever Beauty Portal)minorGTM or Marketing PartnerBe Beautiful is listed as a partner in the footer of the Indulekha website. It is a Unilever-owned beauty portal that may serve as an additional marketing and distribution touchpoint for the brand.
• Mosons Extraction Pvt LtdcoreOEM/ Whitelabel/ Licensing PartnerManufacturer of Indulekha Bringha Oil. Located at SIDCO Industrial Estate, Palayad, Thalassery, Kerala-670661. Produces the proprietary Ayurvedic hair oil using traditional methods.
• Herbal Concepts Health Care Pvt. Ltd. (HCHC)coreOEM/ Whitelabel/ Licensing PartnerManufacturer of Indulekha Bringha Scalp Serum and Shampoo products. Located at Plot No-2, Sector No-1A, IIE (SIDCUL), Ranipur, Haridwar, Uttarakhand. Produces the proprietary Ayurvedic serum and cleanser formulations.
• Moksha Design Private Ltd. & Olympia Industries Ltd.coreChannel Partner/ Reseller/ DistributorLicensed to use and operate the Indulekha website (indulekha.co.in) and supply products to customers. E-commerce operator and fulfillment partner for direct sales.
• Hindustan Unilever Limited (HUL)coreOthersOwner of the Indulekha brand and Unilever House headquarters. HUL owns the brand trademark and intellectual property. The company operates under Unilever's portfolio of personal care brands.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Forest Essentials: Forest Essentials is a luxury Ayurvedic beauty brand offering premium hair oils and serums (Bringraj, Himalayan). It overlaps with Indulekha on Ayurvedic hair care IP and ingredients but operates in the ultra-premium price tier rather than competing directly.

Broad incumbents

• L'Oréal India: L'Oréal India (L'Oréal Paris, Garnier, Matrix) competes broadly with Indulekha through clinic-positioned hair fall and dandruff brands. It is a global incumbent with overlapping clinical hair care solutions at varying price tiers, including the recently launched Ayurvedic-positioned ranges.

Direct peers

• Kesh King (Emami Limited): Emami's Kesh King is India's leading Ayurvedic hair oil brand marketed for hair fall control and regrowth. It is the most direct in-category competitor to Indulekha Bringha, targeting the same hair-fall consumer with similar Ayurvedic positioning and chemist/salon distribution.
• Mamaearth (Honasa Consumer): Mamaearth is a naturals-first DTC personal care brand with a strong Ayurvedic hair care range (Hair Fall Control Oil, Root Restore Serum). It targets a similar millennial/Gen-Z consumer with toXic-free positioning and competes directly with Indulekha in the online hair fall solution category.
• Biotique: Biotique is a heritage Indian Ayurvedic personal care brand offering Bio Bhringraj and other Ayurvedic hair oils, shampoos, and treatments. It competes head-to-head with Indulekha on Ayurvedic hair fall solutions sold through retail and online channels.
• WOW Skin Science: WOW Skin Science offers Apple Cider Vinegar and Ayurvedic hair care ranges including hair oils and shampoos. It is a digitally-native naturals brand with similar price points and a comparable DTC channel mix to Indulekha.
• Himalaya Wellness Company: Himalaya's Anti-Hair Fall range (hair oil, shampoo, tablets) is a clinically positioned Ayurvedic herbal competitor. It competes across similar mass and chemist channels with comparable herbal actives.
• Patanjali Ayurved: Patanjali's Kesh Kanti and divya hair care range targets hair fall and dandruff with an Ayurvedic proposition at aggressive price points. It is a key mass-market competitor challenging Indulekha's premium Ayurvedic positioning.
• Dabur Vatika / Dabur Amla: Dabur's Vatika and Dabur Amla are mass-market Ayurvedic hair care ranges spanning hair oils, shampoos, and dandruff treatments. They compete with Indulekha across price points with broader offline distribution in India.
• Marico (Parachute, Hair & Care, Kaya): Marico dominates the Indian hair oil category with Parachute coconut oil and adjacent Ayurvedic/naturals offerings. It is the principal volume competitor to Indulekha Bringha in the hair oil segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/indulekhacare

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about INDULEKHA