Deyga
Deyga Organics is a bootstrapped, women-founded Indian D2C brand founded in 2018 that sells handcrafted, 100% natural skincare, haircare, body care, baby care, women's hygiene, and cosmetics products through its own e-commerce site and 6 retail showrooms across South India.
- Company typePrivate
- Founded-
- HeadquartersErode, India
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Deyga does
Deyga Organics is a bootstrapped, women-founded Indian direct-to-consumer brand specializing in handcrafted, 100% natural skincare, haircare, body care, baby care, women's hygiene, and cosmetics products. Founded in 2018 by Arthi Raghuram and headquartered in Erode, Tamil Nadu, the company manufactures products in-house using traditional Ayurvedic-inspired formulations and farm-sourced natural ingredients, with a portfolio of more than 50 SKUs sold under unit pricing from ₹160 to ₹1,499 and bundled into curated combos. The company operates an omnichannel D2C model anchored by its Shopify-based e-commerce site (deyga.in) that ships domestically and to over 100 international markets, complemented by 6 owned retail showrooms across Tamil Nadu and Kerala.
Deyga's commercial mechanics combine one-time purchases with a subscription/reorder rewards program, free shipping above ₹999, and multi-pack discounts that drive volume. Pricing is positioned in the accessible premium band for Indian natural personal care, with flagship products including the Beetroot Lip Balm (India's most-searched lip balm with 82.1K product page views), Aloe Vera Gel, Rice Water Shampoo, ABC Combo (4,576 reviews), and Clear Skin Combo (25K+ units sold per month). Customer acquisition is driven by celebrity endorsements (Kajal Agarwal, Kalidas Jayaram), influencer and organic social across Instagram, Facebook, YouTube, Twitter, and Pinterest, blog and email marketing, and earned media in publications such as Times of India, The Hindu, YourStory/HerStory, Elle, Femina, and Grazia.
The company is privately held with no institutional equity funding disclosed and operates with a lean team of 32 employees. According to YourStory/HerStory reporting (2022), Deyga reached ₹20 crore in revenue. Its key differentiator is the integration of traditional Ayurvedic formulation expertise with a modern D2C retail stack, including what the brand claims is Asia's first 100% plant-based hair dye free of ammonia, PPD, hydrogen peroxide, and lead acetate.
Deyga firmographics
Firmographics- Name
- Deyga
- Legal name
- Deyga Organics
- Website
- https://deyga.in
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Deyga Organics is a bootstrapped, women-founded Indian D2C brand founded in 2018 that sells handcrafted, 100% natural skincare, haircare, body care, baby care, women's hygiene, and cosmetics products through its own e-commerce site and 6 retail showrooms across South India.
- Ownership category
- akta.pro rank
Deyga industry classification
Industry- Product category
- Natural Personal Care (Skincare, Haircare, Body Care & Cosmetics)
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Natural/Organic & Clean Skincare (CRABAAAH)
- akta.pro secondary industries
- Natural Personal Care & Clean Beauty Retail (within Health Food Stores) (CRAHAEAF), Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG), Deodorants & Antiperspirants (CRABADAB)
Keywords
Where Deyga is headquartered
LocationHeadquarters
- HQ city
- Erode
- HQ country
- India
- HQ region
- Asia
Offices7 records
Markets served
Deyga business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D
Revenue model
- Direct Product Sales: Primary revenue from selling skincare, haircare, body care, and cosmetics products directly to consumers through e-commerce website and physical retail stores. Products sold as one-time purchases with various bundle/combo options. No subscription requirement for standard purchases.
- Subscription/Reorder Revenue: Rewards program with subscription options for recurring purchases. Customer login/registration system enables subscription management and repeat orders.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Products - ₹160 to ₹1,499 |
| Unit Pricing | Pay-as-you-go | Combo/Bundle Products - ₹349 to ₹1,499 |
| Unit Pricing | Pay-as-you-go | Travel Minis - ₹180 to ₹375 |
| Unit Pricing | Pay-as-you-go | Multi-Pack Discounts |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels10 records
Deyga product offering
Product offeringCore offering
Deyga Organics manufactures and sells handcrafted, 100% natural and chemical-free skincare, haircare, body care, baby care, and cosmetic products directly to consumers through its own e-commerce website and physical retail stores. The product range spans lip balms, serums, shampoos, hair oils, plant-based hair color, bath bars, body lotions, sunscreens, baby care items, and curated combo bundles, with no third-party resellers.
Product overview
Deyga Organics is an Indian natural skincare and haircare brand offering handcrafted, 100% organic products. The portfolio includes multiple product categories: Face Care (serums like Vitamin C and Hyaluronic Acid, toners, face washes, eye creams, lip care, sunscreens), Hair Care (shampoos, conditioners, hair oils, serums, hair color, combs), Body Care (bath bars, body butters, lotions, body washes, scrubs, deodorants, foot care, hair removal), Baby Care (body lotion, bath bar, butter, powder), Women (New Age Pads), and Cosmetics (loose setting powder, cleansing balm). The brand also offers curated Combos that bundle complementary products (Clear Skin Combo, ABC Combo, Daily Use Healthy Hair Combo, Vitamin C Daily Glow Combo) and Travel Minis for on-the-go use. Products are marketed as free from harsh chemicals, dermatologically tested where applicable, and are cruelty-free and sustainable.
Differentiator
Problem solved
Functional benefit
Products and services
- Clear Skin Combo A targeted combo product that bundles activated charcoal bath bar with aloe vera gel for acne-prone skin, providing deep cleansing and soothing hydration. For consumers seeking a natural acne-care routine.
- Beetroot Lip Balm 5.5g (Stick) India's most searched lip balm, providing 8+ hour hydration, natural rosy tint, lightens pigmentation, and SPF 20 sun protection. For consumers seeking a natural tinted lip balm.
- Beetroot Lip Balm Classic 10g Bestselling classic beetroot lip balm in a 10g jar, controls pigmentation and provides deep hydration. For consumers seeking a natural lip balm.
- Aloe Vera Gel 100g Multipurpose 100% organic aloe vera gel for face, hair, and skin that controls breakouts, lightens scars, reduces dandruff, and smoothens hair. For all-skin-type consumers including those with sensitive skin.
- 10% Vitamin C Face Serum 20ml Brightening face serum with stabilised 10% Vitamin C, fades dark spots, evens skin tone, and boosts radiance. For consumers seeking natural brightening and anti-pigmentation skincare.
- Rice Water Shampoo 220ml Ancient formula shampoo enriched with fermented rice water, amino acids, and natural extracts that strengthens hair, reduces breakage, and adds shine. For consumers seeking natural haircare.
- Hair Growth Oil Repairs scalp and promotes hair growth with natural oils. For consumers with hair fall or thinning hair.
- Charcoal Bath Bar 130g Activated charcoal bath bar that shields skin from pollution, helps prevent acne, and gives clearer and brighter complexion. For consumers with oily/acne-prone skin.
- Foot Butter 40g Foot care butter that moisturises and softens feet. For consumers with dry or rough feet.
- Soy Milk Conditioner 220ml Repairs dry and damaged hair with soy milk formulation. For consumers with dry/damaged hair.
- Anti-Dandruff Shampoo 220ml Intensive scalp repair shampoo formulated to reduce dandruff. For consumers with dandruff or scalp issues.
- Deyga 100% Plant Based Hair Color Asia's first 100% plant-based hair dye kit that covers greys without ammonia, PPD, hydrogen peroxide, or harsh chemicals. Dermatologically tested and suitable for Indian skin tones. For consumers seeking chemical-free grey coverage.
- Under Eye Cream 15g (Day & Night) Reduces dark circles and puffiness. For consumers with under-eye concerns.
- Beautifying Serum 30ml Treats pigmentation and brightens skin. For consumers seeking natural brightening skincare.
- Sunscreen SPF 50 No white cast broad-spectrum sunscreen with SPF 50 protection. For daily sun protection.
- Stretch Marks Cream 100g Cream formulated to reduce stretch marks. For consumers seeking natural stretch mark treatment.
- Daily Use Healthy Hair Combo Combo bundle of rice water shampoo and soy milk conditioner that controls frizz and promotes healthy hair. For consumers with frizzy/dry hair.
- ABC Combo (Anti-Acne Combo) Anti-acne combo with intense hydration. For consumers with acne-prone skin.
- Vitamin C Daily Glow Combo Combo bundle of Vitamin C products for 2X brightness. For consumers seeking natural brightening skincare.
- Deyga New Age Pads (Sanitary Pads) Innovative sanitary pads for women. For women seeking natural menstrual hygiene products.
- Travel Minis Collection Travel-size versions of bestselling Deyga products including rice water shampoo, soy milk conditioner, hair growth oil, foot butter, face wash variants, toners, and hair removal powder. For consumers wanting portable sizes.
- Baby Care Line (Baby Body Lotion, Baby Bath Bar, Baby Butter, Baby Talc-Free Powder) Gentle, natural baby care range including body lotion, bath bar, butter, and talc-free powder. For parents seeking natural, chemical-free products for baby skin.
- Loose Setting Powder Loose setting powder for makeup setting. For consumers seeking natural cosmetic finishing products.
- Cleansing Balm Cleansing balm for makeup removal. For consumers seeking natural cosmetic cleansing.
Quantifiable outcome
- Clear Skin Combo: 25K+ units sold per month with 4.84/5 rating from 700 reviews
- +4 more outcomes
Companies that use Deyga
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles3 records
Deyga technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature4 records
Deyga partnerships and signals
Strategic signalScale indicators7 records
Recent moves6 records
Expansion highlights6 records
Deyga competitors and assessment
Company assessmentDirect peers
- Forest Essentials: Premium Indian Ayurvedic and natural luxury beauty brand sold via own website and high-end retail stores. Comparable in traditional/Ayurvedic formulation roots, South Indian origin, and premium natural positioning, though at a higher price tier.
- Soulflower: Indian natural personal care brand offering handmade soaps, oils, and haircare with an emphasis on natural and Ayurvedic ingredients. Overlaps in South Indian origin, handcrafted production, and natural formulation ethos.
- mCaffeine: Caffeine-themed Indian D2C personal care brand spanning face, body and hair. Comparable as a digitally-native, single-ingredient-themed natural brand competing for the same millennial online beauty buyer.
- WOW Skin Science: Indian D2C brand selling natural and chemical-free skincare, haircare, body care and wellness products via own ecommerce and marketplaces. Closely comparable in 'no harsh chemicals' positioning, SKU breadth, and product-led D2C motion.
- Plum: Vegan, cruelty-free Indian D2C beauty brand covering skincare, haircare, body care and fragrances. Directly comparable in 100% natural / vegan stance, D2C-plus-retail distribution, and women-led founding narrative.
- The Moms Co. Indian D2C natural personal care brand with strong baby-care and pregnancy adjacency. Overlaps with Deyga in toxin-free, dermatologist-tested baby care range and women-led D2C model.
- Juicy Chemistry: India's certified organic clean-beauty D2C brand with handcrafted formulations. Direct overlap in natural ingredient rigor, small-batch manufacturing, and ingredient-led marketing to discerning consumers.
- Mamaearth (Honasa Consumer): India's largest D2C natural beauty and baby care brand, offering plant-based skincare, haircare, and baby products via owned website and marketplaces. Direct overlap in toxin-free positioning, multi-category portfolio (face, hair, body, baby), and celebrity-led marketing model.
- Kama Ayurveda: Established Ayurvedic beauty and wellness brand in India with retail stores and ecommerce. Comparable in Ayurvedic formulation heritage, natural ingredient positioning, and South Indian roots, though more mature and broader in scope.
Emerging players
- Pilgrim: Newer Indian D2C beauty brand with natural and clean-beauty positioning across skincare, haircare and body care. Targets the same value-conscious online natural buyer as Deyga with partially overlapping SKU set.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Deyga social profiles
Digital presenceDeyga financial estimates
Financial estimateRevenue estimate
Valuation estimate
Deyga leadership team
Management profileNumber of profiles
Profiles1 record
Deyga funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Deyga M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Deyga
What does Deyga do?
Deyga Organics manufactures and sells handcrafted, 100% natural and chemical-free skincare, haircare, body care, baby care, and cosmetic products directly to consumers through its own e-commerce website and physical retail stores. The product range spans lip balms, serums, shampoos, hair oils, plant-based hair color, bath bars, body lotions, sunscreens, baby care items, and curated combo bundles, with no third-party resellers.
Is Deyga a public or private company?
Deyga is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Deyga founded?
Deyga was founded in -1. It employs 11 to 50 people.
Where is Deyga based?
Deyga is headquartered in Erode, India, in the Asia region.
How does Deyga make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription/Reorder Revenue.
Who are Deyga's main competitors?
Direct peers on record are Forest Essentials, Soulflower, mCaffeine, WOW Skin Science, Plum, The Moms Co., Juicy Chemistry, Mamaearth (Honasa Consumer) and Kama Ayurveda. Pilgrim is listed as an emerging player.
Does Deyga have an API?
No public API is recorded for Deyga.
What industry is Deyga in?
Deyga's product category is Natural Personal Care (Skincare, Haircare, Body Care & Cosmetics). Its primary akta.pro industry code is CRABAAAH, Natural/Organic & Clean Skincare, with a secondary code of CRAHAEAF, Natural Personal Care & Clean Beauty Retail (within Health Food Stores). Its NAICS code is 456120 and its SIC code is 2844.