Some of the best companies emerge not from polished spreadsheets, but from the raw edges of real life. Mishmash Naturals was born when co-founder Kanika Singh Chopda, a biotech-savvy mother, hit a wall: her young daughter was allergic to the adult makeup cluttering store shelves, and baby products felt like a mismatch for a curious kid exploring self-expression. That frustration sparked a mission to fill a glaring void—India's first Ayurvedic-certified kids' makeup and personal care brand, tailored for ages 3 to 14. It's a category that's been hiding in plain sight, squeezed between overly gentle baby lines and risky adult options.

The market here is primed for disruption. Valued at over ₹7,500 crore, India's kids' beauty and personal care sector is exploding, fueled by urban families with rising incomes and laser-focused parental anxiety over toxins. With 3 crore+ high-income urban kids spending an average of ₹2,500 annually on personal care, and movements like 'Label Padhega India' amplifying demands for transparency, the whitespace for premium, natural alternatives is enormous. Yet, it's largely untapped in the Ayurvedic space—where competitors like Mamaearth or Johnson & Johnson lean chemical-heavy, and even Ayurvedic players like Baby Organo stick to infants. Mishmash bridges that gap with formulations backed by Ministry of Ayush experts: toxin-free, nourishing blends using natural preservatives like nano-particle Vitamin E and native oils for a two-year shelf life (six to nine months post-opening). Certified GMP, ISO, FDA, Halal, and Vegan, these aren't afterthoughts—they're safe-by-design essentials that let kids play without parents panicking.

A Team Built for the Long Game

What sets Mishmash apart starts with its founders: Kanika Singh Chopda (Innovation, Product & Content), with her B.Tech-M.Tech in Biotech and global market research chops from leading MNCs; Labdhi Chopda (Growth, Business & Finance), an IIT Delhi alum who's scaled ₹200 crore+ P&Ls at SARVA, Cuemath, and Jabong; and Aditi Chaturvedi (Operations & Marketplace), an ISB MBA and NIT engineer who's orchestrated massive campaigns at I-PAC impacting 20 million+ lives. This trio isn't just credentialed—they're driven by necessity, blending empathy from parenthood with battle-tested execution in consumer brands, innovation, and ops. Their secret sauce? A vibrant community of moms co-creating products, ensuring every launch hits home.

Traction That Speaks Volumes

Early signals are electric. Since launching in October, Mishmash has clocked ₹27.45 lakh in revenue from 1,100+ customers across Tier 1 and Tier 2 cities, with an average order value of ₹1,665 and zero safety issues reported. Repeat buys are strong, advocacy hits 73%, and NPS clocks in at 67—15% of sales come via word-of-mouth referrals alone. Unit economics shine too: COGS at 22%, marketing margins at 68%, and a crisp 2x ROAS. Bundling smartly boosts AOV while slashing shipping costs, proving a D2C model that's scalable to retail and beyond. It's not hype; it's product-market fit in action, with joyful, play-oriented products like kid-safe lip tints and face paints that turn routines into rituals.

Why We're All In

At SwiftSeed Ventures, our vision is to back founders who combine innovation with sustainability. Mishmash Naturals embodies that ethos, redefining kids' care by weaving ancient Ayurvedic wisdom into modern, eco-conscious self-expression, without a drop of compromise on joy or safety. They're not tweaking adult formulas; they're inventing a category where childhood creativity thrives responsibly, positioning for leadership as urbanization swells the premium TAM.

We're thrilled to join this round, alongside powerhouse co-investors like Inflection Point Ventures (IPV) and IIT Delhi Angels, plus marquee angels including Amit Jain (CarDekho), Alok Mittal (Indifi), and others like the Co-founder of Snapmint, ex-Co-founder of Fitso/VP at HealthifyMe, Co-founder of OpeninApp, Co-founder of Volt Money, Growth Head at Mamaearth, and Co-founder & CPO of SnowMountain AI. Together, we're fueling Mishmash's next phase: fresh categories, deeper retail footprints, and collaborations that amplify their reach.

Partnering with Kanika, Labdhi, and Aditi feels like investing in the future of family wellness, one safe, sparkling smile at a time. In a world demanding better for our kids, Mishmash isn't just playing catch-up; it's setting the standard.