Haeal

Haeal Enterprises Private Limited operates in the fast-moving consumer goods (FMCG) sector, with a focus on personal care, wellness, and beauty products. The company was founded by Rahul Mamman and began its journey by manufacturing sanitizers and hand washes in 2020, responding to the shortages during the COVID-19 pandemic.

Headquartered in Cochin, Kerala, Haeal draws inspiration from Kerala's 5000-year-old Ayurvedic traditions, sourcing ingredients from sustainable and ethical farms. The business functions as an internet-first brand but also has a substantial offline presence. Its revenue model is based on direct-to-consumer sales through its e-commerce platform, which sees significant monthly traffic, and distribution through major retail chains like Lulu Hypermarkets and Reliance. This dual-channel approach allows Haeal to cater to a broad customer base across India.

The product portfolio is extensive, featuring over 80 items, including a wide range of soaps, shampoos, body lotions, hand washes, health supplements, and beauty aids. These products, such as the popular body lotion and bathing soaps, are often formulated with natural, organic, and Ayurvedic ingredients like tea tree oil, charcoal, and amla. The company has expanded its offerings through acquisitions of brands like Lora Soaps and Orocleanx and has agreements to market products from other companies.

Bootstrapped initially, Haeal has since raised capital through an angel funding round to fuel its expansion. The company has demonstrated significant growth, having sold over 20 million units and established a presence in over 25,000 stores in Kerala alone. Future plans include deepening its retail penetration in South India, particularly in Tamil Nadu and Karnataka, and expanding into GCC countries.

Keywords: FMCG, personal care, wellness products, beauty products, Ayurvedic products, e-commerce, retail distribution, natural ingredients, skincare, haircare, health supplements, direct-to-consumer, South India market, GCC expansion, Lora Soaps, Rahul Mamman, Cochin startup, Kerala-based company, sustainable sourcing, beauty aids