[100 Emerging Women Leaders] How Inara Dhrolia is embracing tradition and modernity in personal care

Inara Dhrolia’s early years in the Democratic Republic of Congo were spent watching her family espouse the lesson of “building the life you want”. Her parents, who migrated from India in pursuit of better opportunities, laid the foundation for a modest life that was also built on strong values of entrepreneurship. “My father always said, ‘Whatever I’m building, I’m building for you,’ and that sentiment stayed with me,” Inara tells HerStory.

Witnessing firsthand how her father’s export business grew from humble beginnings to a successful venture, Inara learnt important lessons from him. “Watching my family work hard, particularly the women in my household, propelled me to follow in their footsteps,” she says.

As the first in her family to study abroad, she completed a double major in Psychology and Economics at the University of Toronto, deepening her interest in understanding people and markets. After a successful stint as a logistics analyst in Canada, Inara returned to India with a vision.

Stepping into the personal care market

In 2022, responding to her father’s desire to diversify their business into a new domain, Inara co-founded Rivona Naturals, a personal care brand “rooted in Indian traditions and global sensibilities.” 

Inara’s exposure to global skincare markets revealed a stark contrast. “Indian traditions like turmeric and saffron were being celebrated internationally, but here, we hadn’t fully embraced them,” she notes. Rivona Naturals was born out of the desire to blend the richness of Indian heritage with modern skincare innovations.

“The idea of creating something made in India for Indians was deeply appealing to me,” she says.

Rivona Naturals’ products merge traditional Indian ingredients with modern formulations. From saffron-infused creams to matcha-based gels, the brand caters to a diverse audience, addressing concerns like hyperpigmentation, hydration, and sensitive skin.

Launching Rivona Naturals was both challenging and rewarding, says Inara. From day one, she says she prioritised not just quality and authenticity, but also creating products that were visually appealing. The brand’s vibrant packaging is a standout feature, designed to resonate with younger generations.

“Our tagline, ‘Self-care simplified,’ encapsulates our mission,” says Inara. “We wanted to create multi-purpose products that address real skincare needs without overwhelming the user.” Rivona’s best-selling products include the Pink Cream—a tinted moisturiser enriched with niacinamide and alpha arbutin—and the Matcha Aloe Lotion.

“In today’s fast-paced world, people want efficient solutions,” Inara says. 

The challenges of being a woman in business

Breaking into the personal care market, particularly its offline segment, was not easy. Inara highlights the gender biases she encountered, especially in an industry dominated by male decision-makers. “In the offline space, it’s all about connections, and as a young woman, it was difficult to establish credibility,” she says.

She recalls moments of underestimation, such as being mistaken for a salesperson at trade shows. Instead of letting these experiences deter her, Inara used them to sharpen her approach. “It’s about maintaining dignity and showing your expertise,” she says. With the support of her father and a seasoned offline sales expert, Rivona Naturals gained traction in prominent retail outlets.

Unlike many startups, Rivona Naturals has chosen to remain self-funded, which allows Inara and her team to maintain complete control over the brand’s direction, she says. “Our focus has been on organic growth,” she explains. By leveraging e-commerce platforms like Amazon and Flipkart and collaborating with micro-influencers, Rivona has built a steady stream of revenue.

While the company is currently focused on scaling its offline presence, its long-term strategy involves deeper penetration into the Indian market and eventually expanding internationally.

A message for aspiring women entrepreneurs

For women looking to enter the personal care industry, Inara has practical advice. “It’s important to understand the market thoroughly and have a strong support system, whether that’s an advisor or a team member who knows the ropes,” she says.

She also emphasises the importance of resilience in the face of bias. “You will encounter moments that challenge your confidence, but it’s essential to counter those with knowledge and composure,” she says.

“Being part of this journey has taught me that challenges are opportunities in disguise,” says Inara. “It’s about staying true to your values while adapting to the ever-changing world around you.”