Ten years ago, rosemary essential oil wasn’t something Indian shoppers were looking for. Natasha Tuli made sure that changed and built Soulflower around it.
Soulflower started 20 years ago with a vision to make people’s lives happier. Back then, Natasha made candles and sold essential oils, more home decor than hair care.
Then everything changed. Natasha had a brain hemorrhage. While recovering, she made an oil using the essential oils she was already selling. It grew her hair back so fast, she knew she was onto something.
The problem: nobody else believed it yet.
What Happens When Growth Forces a Pivot?
Natasha decided to sell a product nobody in India was really using yet: rosemary essential oil. It had worked for her, and she knew it would work for others too. So, she bet on it and built her business around it.
That call didn’t come easy. People told her there was no demand, no search term, that she was wasting her time. They said sell something people actually want, like a face wash.
But she stuck with her decision to sell rosemary essential oil, even when everyone around her advised her not to. That decision paid off. Soulflower is now the largest seller of rosemary essential oil in the country.
Powering Soulflower’s Payments with PayU
Belief in the product was only half the job. Getting customers through checkout was the other half. With GoKwik and PayU, Soulflower’s checkout stopped leaking, customers who wanted to buy could actually complete the purchase. Once that friction was gone, growth started compounding, and sales on their website took off.
PayU helps brands like Soulflower accept seamless payments and increase conversions with:
Payment Gateway – Accept 150+ payment modes with industry-leading success rates, 99.98% up-time & seamless integration across web and app platforms.
“With GoKwik and PayU, when checkout stopped leaking, our growth started compounding and the sales on our website skyrocketed.”
— Natasha Tuli, Founder, Soulflower
What’s the Real Lesson from Soulflower’s Pivot?
Soulflower’s pivot story shows that belief can matter more than data, especially when no one’s proven the idea yet. Natasha didn’t have numbers to back rosemary essential oil. She had a result she trusted and stuck with it.
As Natasha puts it: “Stop being narcissists. It’s not about you, it’s about the customer. Think about your customer.”
But belief only gets a product to the customer’s cart. Getting it past checkout took smooth payments that didn’t get in the way.
PayU powers brands like Soulflower, so they can focus on growing their business.
