Nagaland startup makes bold move with skincare venture focused on natural ingredients

With the right infrastructure and support, Northeast can become a hub for herbal and natural skincare products, leveraging its rich biodiversity

By partnering with local women farmers for raw materials, Isti Natural have created a supply chain that is not only sustainable but also supports the local economy

The initial investment in training and setting up the manufacturing process was nearly Rs. 4 lakhs

Sourcing packaging materials remains a significant challenge due to logistical issues

Guwahati: With a focus on sustainability and local resources, a Nagaland-based startup 'Isti Natural' is making waves in the skincare industry. By harnessing the power of natural ingredients, the venture is betting big on eco-friendly skincare solutions. The startup aims to offer consumers an alternative to chemical-laden products while supporting local communities, by tapping into the region's rich biodiversity.

Mulung Pongen, the founder of Isti Natural, a skincare brand rooted in the philosophy of harnessing the power of indigenous herbs to create effective herbal skincare solutions. Based in Dimapur, Nagaland, 'Isti Naturals' has quickly gained recognition for its sustainable approach and commitment to natural ingredients. Pongen's dedication to promoting local resources and her innovative product range recently earned her the State Entrepreneur Award 2023, highlighting her role in elevating the entrepreneurial spirit in Nagaland.

In a recent interview with Pankhi Sarma of Business North East (BNE), Mulung Pongen highlighted the potential in the growing demand for natural and herbal skincare. “The demand for natural and herbal skincare is increasing, and this segment presents a significant growth opportunity, especially in Northeast India,” the skincare brand founder Mulung Pongen stated. 

Reflecting on the brand’s journey, she further said, “Isti Naturals started as a homegrown venture in 2019, and now, through word of mouth and the effectiveness of our products, it has grown significantly.”

Beyond its product line, Isti Natural collaborates with local women farmers to source raw materials, contributing to the socio-economic development of the region. 

Excerpts from the interview:

Business North East: How and why did the idea of starting Isti Natural came to your mind?
Mulung Pongen: The name 'Isti Natural' is a tribute to my two daughters. I launched the brand in 2019, starting as a homegrown venture. It all began with a small batch of a serum that I made at home. I shared it with friends and family, and their positive feedback was truly overwhelming. That’s when I thought, “Why not take this further?” My husband was extremely supportive throughout the process. He encouraged me to take up a formal course, which I completed successfully. This marked the beginning of my journey with Isti Natural. 

BNE: Could you tell us more about the products Isti Natural offer?
Mulung Pongen: As the name suggests, Isti Natural focuses on creating products that are 100% natural, safe, and effective. Our skincare line is not just about being pure and of high quality; we are deeply committed to empowering women, especially women farmers. We partner with women entrepreneurs to source our raw materials from the hills of Nagaland, such as Perilla seeds, Mulberry, Grapefruit, mint oil, and hibiscus. Our vision goes beyond conventional skincare—we aim to lead a movement that uplifts women farmers and showcases the rich agricultural and botanical diversity of the Northeast. All of our ingredients are sourced locally from Nagaland, and our manufacturing process is carefully overseen. I formulate the products myself, with another woman assisting in the manufacturing and execution processes. 

BNE: How many people currently work with you, and where did you learn these techniques, including the costs involved in training?
Mulung Pongen: Currently, we have a team of 12 women training under me. The training to learn skincare formulation and product development costs around Rs. 2 lakhs, but it’s definitely worth the investment. I would like to encourage the younger generation not to be limited to seeking government jobs. If you have a passion for something, pursue it. There are numerous online courses available in India, and I even took a course in London. Online courses can be a great starting point, whether you want to focus on skincare, soap-making, or creating body butters. The possibilities are endless.

BNE: How has your journey evolved since the start of this business and what's the current status?
Mulung Pongen: Initially, Isti Natural was just a home-based business. But over the years, it has grown significantly, largely through word of mouth. I haven't invested much in advertising and am not very active on platforms like Instagram, but the effectiveness of our products has spoken for itself. As a result, we've seen consistent growth in our customer base. Additionally, the government has shown interest in supporting our venture, which has provided us with greater exposure. 

BNE: Can you walk us through the manufacturing process, starting from sourcing raw materials to the final product?
Mulung Pongen: Certainly. For instance, one of our popular products is a light moisturizer made from Perilla oil. The process begins with sourcing the Perilla seeds directly from women farmers. After procuring the seeds, they undergo a cooling process for three days before we extract the oil using a cold-press method. The initial cold-pressed oil tends to be cloudy, so we let it settle before blending it with other essential oils. This step-by-step process is crucial for maintaining the quality and effectiveness of our products.

BNE: How did you initially fund your venture, and how has government supported you?
Mulung Pongen: In the beginning, I funded the purchase of machinery and equipment myself. Now, the government has stepped in to provide additional support, which I am very grateful for. For aspiring entrepreneurs looking to get into similar ventures, there are government schemes that offer subsidies. I applied for one of these subsidies through the 'PMEGP' scheme and was approved, though I have yet to receive the funds. The support from such programs is invaluable in the long run. 

BNE: What are the challenges faced in trems of sourcing and transporting materials and packaging, and how do you ensure quality control?
Mulung Pongen: Our biggest challenge lies in packaging, particularly in sourcing bottles from outside Nagaland. Many bottles arrive broken, causing delays and increased costs. We handle the packaging and filling processes in-house. After packaging, we conduct stability testing in our certified lab to ensure product durability. For microbial testing, we send samples to a laboratory in Chennai. These tests are mandatory for skincare products to ensure their safety and efficacy. It's crucial for us to meet these standards to maintain customer trust and ensure the highest quality. While procuring raw materials is relatively affordable, the main challenge is with packaging and transporting items like bottles, which we source from outside Nagaland.

BNE: Could you give an estimate of the investment required for setting up your manufacturing and packaging unit?
Mulung Pongen: Setting up the manufacturing and packaging unit, including the study, training, equipment and initial raw materials, required an investment of around Rs. 3-4 lakhs. Over time, as the business has expanded, these expenses have increased. However, this investment has been critical in maintaining the affordability of our products, which are priced under Rs. 1,000. Our primary challenge now is managing packaging logistics, but we are determined to overcome this and continue providing high-quality natural skincare products to our customers.