Starting with My Own Wellness Journey After ShopClues

After ShopClues, we were living in a post-COVID world. We had all started becoming more mindful of our self-care journeys, and I realized I was looking for better-for-you products made with high-quality ingredients. There were so many amazing brands—both international and homegrown—but no platform was curating them or enabling discovery. That’s when I saw a massive opportunity to make self-care mainstream, with beauty, health, and wellness at the core.

The Gap in the Market: A Fragmented, Non-Transparent Wellness Space

When I looked at the Indian landscape, I realized the younger generation was driving immense growth. This was a digital-first consumer—aware of global trends and looking for brands that felt cutting-edge and made for them. While there were some amazing brands, the overall experience felt dated or underwhelming from a curation perspective. I saw a clear gap—a need for a trusted, digital-first platform that brings together high-quality, globally relevant brands. And that’s how Kindlife was born.

How Kindlife Curates Clean, Plant-Based, Verified Brands

Kindlife is young India’s favorite global beauty platform, especially for Korean and Japanese beauty. We’re always ahead of the curve when it comes to identifying globally trending brands. Our curation process is multi-layered—we track major beauty trends, viral brands, cutting-edge ingredients, consumer search behavior, and, most importantly, community feedback.

Our Growth Story: Users, Brands, Repeat Buyers

In just a short span, we’ve scaled to a community of 2.5 million, 1,000+ brands, and some of the best repeat rates in our category. 85% of our audience is under 34. We’re an AI-native company built for the AI generation—and that’s been key to our rapid growth.

Building a Community: More Than Just a Shop.

Kindlife is a platform where people come to discover, connect, and feel inspired. Whether it’s through our Kind Champions, our influencer ecosystem, or honest
reviews—community is at the core of our model. People don’t just want to buy better; they want to live better. And we’re here to enable that.

Real Talk: What It’s Like to Be a Second-Time Woman Founder — Better or Harder?

It’s both. I’m definitely more self-aware and intentional this time. Building again—especially for the younger generation—is exciting. This time, I’m building with a deeper sense of purpose. And that’s what keeps me going.

A Partnership That Aligned With My Vision

In StrongHer, I found more than an ally—I found a mission that deeply resonates with my own. Meeting Ankita was a pivotal moment where belief turned into bold action, and partnership became a catalyst for real change. This journey has not only strengthened my commitment to empowering women-led businesses but also opened doors to new opportunities, ideas, and impact. Together, through StrongHer and Arise Ventures, we’re building a future where women rise—on their own terms, at their own pace, and with the full force of a community behind them.