In a striking departure from conventional startup strategies reliant on hefty funding rounds and elaborate marketing campaigns, Indian entrepreneur Rajat Sharma has launched his vegan brand, Purely Kind, with literally zero initial investment. Operating from his bedroom with just a laptop, belief, and a clear purpose, Sharma built and launched the brand within a single hour, embarking on what started as a solo mission.
Purely Kind represents more than just another direct-to-consumer (D2C) venture; it embodies a statement rooted in compassion and ethical principles. The brand actively positions itself against animal cruelty, the trend of overpriced ‘ethical’ products, and superficial sustainability claims often seen in the market. Its commitment is to offer genuinely conscious choices, starting with its first product, The Kind Starter Box. This curated selection features 100% vegan, cruelty-free, and chemical-free products, all sourced and made in India, eliminating middlemen and marketplace compromises. Rajat emphasizes the brand’s philosophy, stating, “Every item in the box tells a story of care, ethics, and conscious choices. It’s not just about buying — it’s about belonging to a movement.”
The launch is marked by an audacious goal: to achieve ₹10 crore in revenue within the first five days. While this target seems incredibly ambitious, Rajat clarifies that the objective transcends mere financial gain. “It’s about proving that kindness scales — even without capital,” he asserts. This belief underscores the brand’s unconventional approach to growth.
Instead of traditional advertising, celebrity endorsements, or engineered viral blitzes, Purely Kind is banking on radical transparency. Rajat is meticulously documenting every step of the brand’s journey—from initial orders to packaging details—and sharing it in real-time across social media platforms like Instagram, LinkedIn, and Twitter. The aim is to build an authentic connection with a growing online community, fostering a movement around shared values rather than just selling products. This unique, bootstrap approach challenges the established norms of building a brand, betting that purpose and transparency can be powerful drivers of success.
Consumers can pre-order The Kind Starter Box https://forms.gle/kXXfBDanvYwVtLAP7 and follow the journey on Instagram: @purelykind.in.
