Anushka Khetan: Building Purastone as an Indian Mineral Led Personal Care Brand

Anushka Khetan has always been curious about how ideas become real businesses. With a commerce background and experience in sales, she developed an understanding of people and markets. Over time, she wanted to build something of her own rather than work within an existing system. That thought became the beginning of Purastone, an Indian personal care brand created around simpler everyday care.

The idea came from noticing how personal care products often felt unnecessarily complicated. Many products relied heavily on fragrance and strong sensory appeal, while a growing group of consumers wanted simpler, skin conscious choices. Purastone was created around this gap, with a mineral led philosophy inspired by alum, also known as fitkari. Its products are fragrance free and alcohol free, with a focus on everyday body care.

Today, Purastone offers body lotion, Body Sunscreen Spray, body scrub, odor control roll ons, and aftershave roll ons. The brand follows the belief of “Only What You Need”, serving consumers who prefer uncomplicated routines without having too many products on their shelves.

For Anushka, building the brand from scratch has brought its share of challenges. Formulation, packaging, manufacturing and marketing all required constant learning. Introducing a different identity in a crowded personal care market also meant understanding what consumers actually wanted. She learned that not every decision works the first time, and customer feedback can be one of the most useful teachers. Rather than depending heavily on advertising, Purastone is building its early presence through organic growth, creators, user generated content and founder led storytelling. Early customers are being treated as part of the brand journey, sharing feedback that can help shape future products.

One of the biggest risks Anushka took was leaving a stable path to build something from scratch. Entering personal care without certainty of acceptance required patience and a willingness to adapt. For her, entrepreneurship is about taking informed risks while accepting that some decisions will need to change.

Her long term ambition is to build Purastone into a trusted Indian personal care brand and expand into more everyday categories. She wants the company to retain its mineral led, fragrance free and alcohol free principles as it grows.