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BW Businessworld

There Is No Competition When You’re Manifesting Your Own Lane: Shaily Kataruka, Founder, The Earth Collective

In an interview with BW Businessworld, Shaily Kataruka, Founder, The Earth Collective, talks about her new venture and challenges in the sector.

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What made you start this? 
The Earth Collective is an honest, premium hair care brand. Why hair care? This was based on personal experience and industry insights.

We felt there was one major deficiency in the hair care sector which became our focus. While people kept searching for good hair products, they hardly ever focussed on scalp care. We wanted to make everyone appreciate that taking care of the scalp was essential for healthy, lustrous locks. The truth is, only proper nourishment of the scalp can ensure beautiful hair.

My husband and father-in-law played huge roles for me to pave my way. With their profound experience and solid background in the cosmetics industry — complete with technical knowhow, an efficient R&D team and a certified manufacturing unit — helped me plunge headlong into years of research and development before launching The Earth Collective, in March 2020

How difficult is it to convince people for a new brand when they are already comfortable with the other beauty products?
It is the lack of alternatives why people continue using the same products even though they are not satisfied with it. Sometimes it can even be the lack of knowledge as to what their hair or scalp really needs.

Hence, if you have the best to offer, catered to their hair needs, convincing people would not be difficult. Our USP is our specialization in Hair care as The Hair Specialist. The Earth Collective has a range of products that not only fill in a prominent need gap in the market, but also is a brand that offers the best quality, result oriented products to customers. At The Earth Collective we offer personal consultations to help consumers choose the right products and go above and beyond to ensure their happiness. And there is no better source of advertisement than a satisfied customer.

3. We are in times where social media has taken over traditional media. The biggest difference is, on social media your customers become a part of your growth as they interact with the brand at various levels and play a vital role as brand ambassadors. And with the reviews and feedback we have received, we couldn’t be happier.

How much investment have you made till date?

The Earth Collective is part of an organization with more than 40 years of experience in the cosmetic industry. Therefore, an efficient Research and development team, a certified and a well-equipped Manufacturing Unit, manpower and various other teams were already in place. So, it would not be apt to quote a figure per se. But, the other investment for us has been our time and efforts with each customer to ensure their happiness.

How do you explain bespoke in a beauty brand? Give us some examples of the same.
We are perfectly aware that every individual’s hair type is different and requires specialized treatment. We understand that every hair type is different and deserves products suited to it. We have come up with solutions that work their ways around the limitations of each hair type and infuse them with vigour and nourishment. We offer a range of products catering to almost all hair concerns, so that there is something for everyone.

We have spent years trying to understand the essentials of hair care, for both men and women. Consequently, we have realized that just like the growth and health of a plant depends on the condition of the soil it grows in, the health of our scalp determines how healthy our hair would be. A healthy scalp is equal to healthy hair. And that is our one solid belief which stands true for all our customers alike.

What is the source of Ayurveda ingredients? How easy/ difficult is it to purchase the same? Who all are your suppliers?

The Earth Collective is inspired not only by Ayurveda, but a range of ancient traditions from around the world. Our products are perfect amalgamations of tradition and modernity. We purchase certified ingredients from India as well as other renowned global sources. Identifying the best resources was difficult initially but now that we have the best of suppliers as part of the TEC family, it isn’t that difficult for us.

Who do you consider a competition?  
“There is no competition when you’re manifesting your own lane”. We have carved our niche with unparalleled Hair care products.  When every beauty brand is trying to do everything, we have decided to focus and channelize our resources in one aspect and get to the root of it as your Hair Specialist.  We have a plethora of products for hair and scalp care but there is still so much more to explore. In a world so big, there is plenty of space to thrive. Our vision is to make The Earth Collective a global brand which is always honest, always good.

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The Earth Collective Shaily Kataruka