Goodness of Nature:A Blend of Tradition and Technology in the World of Fragrance
We make products for Reliance & dozens of companies: – Mr. Ankur Mishra
“Goodness of Nature” is carrying forward India’s centuries-old tradition, knowledge, and heritage offragrances, perfumes, essential oils, and flavors by combining it with state-of-the-art technology,experts, and advanced high-tech machinery, both in India and abroad. The company providesinfrastructure, ideas, materials, and packagingfacilities to several brands, including Reliance,The Man Company, Beardo, Villain, Red Tape, baby care brand Maate, among dozensof others in the fragrance, cosmetics, skincare, baby care, and perfume industries.
Goodness of Nature also has its own brand, butwith the infrastructureand expertise it hasdeveloped formanufacturing fragrance, skincare,and perfume products, it alsoproduces for other companies. Thecompany carries the legacy offragrance knowledge spanning fourgenerations. Though Goodness of Nature was formally established on5th May 2015, its roots lie in 85 years of ground experience and values.Sugandh India held a detailedconversation with Mr. AnkurMishra, CEO of Goodness of Nature,regarding the company’s brands, beginnings, and expertise.
During the conversation, Mr. Mishrashared, “At first, we onlymanufactured products for our own brand. For this, we built the entire basic infrastructure for in-house production. Creating a brand is onething, but creating the structurerequired for its production is noteasy—it requires both investmentand expertise. Many companieswant to build their own brand but donot want to build the basicinfrastructure. This revealed to us anew market opportunity, andalongside our own brand, we began manufacturing for other companies too. Since we already had the system and structure in place,we were able to take onproduct trials, testing, and operations for others as well.”
On Sugandh India’s questionabout market presence, hesaid, “Uttar Pradesh itself is amassive market. If it were aseparate country, it would bethe sixth most populated inthe world. Yet, there is nosuch unit here. Currently,only Gurgaon, Mumbai,Baddi, Solan, and Karnatakahave product filling and manufacturing units.”
On client work, he shared,“Currently, we are workingwith Reliance Industries’Swadesh brand, producing 76SKUs. We manufactureproducts for The ManCompany under Emami.After Marico acquired Beardoin 2020, we continuedmaking their products,though we hadbeen workingwith them since 2015. Weproduce perfumes for Red Tape(Kanpur) and baby care products for Maate, owned by cricketer Suresh Raina’swife Priyanka Raina. We alsomake skin and beard careproducts for Villain. We aredoing this for many otherbrands and are in process to work with many more.”
On R&D, he said “Ourcompany has data on over5,000 formulations. For thepast 10 years we have beendeveloping new formulationsin our lab and currentlydeveloping 4–5 newformulations daily. We haveour own in-house serverwhere this database ismaintained. Earlier,developing a cosmeticproduct required a lot ofR&D, but now we can simplysearch our database, createsamples within a week, andcomplete projects in 15–20 days.”
On production capabilities hesaid, “Goodness of Naturemakes end-to-end products.Companies only share their idea with us, and we deliver the finished product. In fine fragrances, there is highdemand for scents inspiredby expensive designerperfumes, andwe providethem instantly. About 95% ofcurrent market requirementsalready exist in ourdatabase;only 5% requires fresh development.
We currently have 4 fillinglines, each capable of 40pieces per minute, producingabout 80,000 bottles in an8-hour shift. Our facilityincludes tube-fillingmachines, liquid-fillingmachines, and perfumefillinglines. Soon, we areadding two more filling lines.Our monthly production capacity includes:
- 8 million tubes
- 4 million bottles
- 2,00,000 kg batches
- 3,600 kg/month essential oil distillation
- 4 million bottles/month perfume filling capacity”
On lab infrastructure, he added, “We have a well-equipped advanced technology lab, staffed with highly educated and experienced professionals constantly engaged in research and development of new products. We maintain documented knowledge of fragrance trends, from ancient times to the modern era. Our factory and lab house advanced equipment including GC-MS,digital viscometers, digital Ph meters, boiling point and meltingpoint apparatus, flashpoint testers,muffle furnace, colorimeters,polarimeter, refractive indexinstruments, Calibrated 0.001mghigh pressure weighing scale, thin-layer chromatography equipment, moisture balance, real-time stability test chambers,and a complete microbiologicallaboratory. This ensures the qualityof every product manufactured and dispatched.”
On clients from across India, hesaid, “Due to our advanced systems and setup, many clients from Karnataka, Chandigarh, Ahmedabad, Gurgaon, and Mumbaiapproach us for work. For instance,Reliance’s body perfume sprays andfragrances are manufactured here, though they are based in Mumbai.”
On quality standards he informed,“In this industry, compliance,quality control, legal standards, andresearch are critical. That’s whybranded companies like Reliancework with us. Their team regularlyinspects packaging, even randomlyopening packs before giving clearance for dispatch.”
On process differences he added,“This is not typical job work. In job work, the client provides the material and ideas, and the manufacturer only produces thegoods. What we do is different—wecreate everything new for them;except wedo not provide them withthe formula. If a company requeststhe formula, we release it only onthe condition that they share 10 years of profits with us.”
On staffing and operations heshared “Mr. Jayendra Mishrahandles fragrances, perfumes, andfine fragrances, while I focus oncosmetics and personal care. Ourcompany employs around 250people directly and indirectly. Whenneeded, we hire more throughcontractors. Since we are based in Kanpur’s industrial area, skilled and unskilled workers are easily available. We also use fullyautomated machines, includingbottle labeling and perfume-filling systems.”
“This is not typical job work. In job work, the client provides the material and ideas, and the manufacturer only produces the goods. What we do is different—we create everything new for them; except we do not provide them with the formula. If a company requests the formula, we release it only on the condition that they share 10 years of profits with us.”
On industry trends he informed, “In this trade, staying updated is key. In the last decade, the industry has changed a lot. Earlier, fine fragrances dominated, now solid wax perfumes are gaining popularity, they’re portable, unlike traditional attars that may spill. We also produce Islamic formulation perfumes, which are alcohol-free. Traditionally, manufacturers mix methanol and ethanol (alcohol) in attars, which is forbidden in Islam. Our water-based perfumes, roll-ons, and solid wax types contain no alcohol. Perfumes hold great importance in Islam, and demand is high. In Kanpur, I often see small attar bottles sold on streets for ₹20, but they contain alcohol. We are soon launching a full Islamic perfume category with halal certification (subject to approval). The trademark has already been registered, and it will soon be available in the market.”
