From MBBS to MBA: Doctor-Turned-Entrepreneur Earns ₹1.2 Cr Annually with Eco-Friendly Furniture Startup

By sagar raju • 9/26/2024

Dr. Ayushi Jain Gupta, a nature-loving urban resident, was faced with a common issue – her balcony garden was cluttered with unattractive, heavy planters that either cracked under the harsh sun or were too bulky to move. Frustrated with the lack of sustainable and stylish options, she decided to take matters into her own hands and create a solution. This decision gave birth to NORA, an eco-friendly brand designed to transform green spaces.

The Vision Behind NORA

NORA focuses on producing planters and outdoor furniture made from sustainable materials, blending innovation with eco-consciousness. The planters are lightweight, durable, and visually appealing, crafted to withstand environmental factors while being easy to maintain. Dr. Ayushi’s goal is simple: to offer stylish, functional, and sustainable products that complement modern living without compromising the environment or affordability.

The Journey of Dr. Ayushi Jain Gupta

Dr. Ayushi earned her MBBS from Shenyang Medical College, followed by an MBA from the Indian Institute of Planning and Management. In 2017, she co-founded RFM Automotives with her husband, Anurag Gupta. Leveraging their manufacturing expertise, they entered the automotive components industry, supplying products for commercial vehicles. Building on their success, the duo expanded their entrepreneurial vision by launching NORA under the RFM umbrella.

Sustainable Product Line

NORA specializes in eco-friendly products such as planter pots, outdoor furniture, and school furniture. The planter pots are made from high-grade polymer, which is recyclable and resistant to UV rays and harsh weather conditions. Lightweight and sturdy, these planters have become a hit, especially among Gen Z, who are increasingly taking an interest in gardening.

“We made these planter pots in various aesthetically pleasing designs and colors, and they’ve become bestsellers on platforms like Instagram,” says Ayushi.

NORA’s outdoor furniture line is equally popular, featuring ergonomic and sustainable designs. Some products also come with built-in LED lighting, making them both functional and chic for outdoor spaces.

Scaling the Business

While NORA is still in its early stages, it has already established a solid B2B and direct-to-consumer (D2C) business model. Ayushi emphasizes the importance of building both channels: “Our B2B partnerships allow us to meet large-scale demands from wholesalers and retailers, but the D2C model lets us connect directly with customers and bring the brand closer to them.”

NORA’s products are currently listed on major e-commerce platforms such as Amazon and Pepperfry. The company has its own production team and warehouse, ensuring efficient operations. In the first six months of operation, NORA generated ₹3 lakh in monthly revenue. In FY24-25, that figure jumped to ₹10 lakh per month, with a projected monthly revenue of ₹25 lakh by 2026.

Empowering Growth

Dr. Ayushi’s entrepreneurial journey has been supported by her active involvement in India’s startup ecosystem. In 2023, she was selected for the prestigious Goldman Sachs 10,000 Women program at IIM Bangalore. This was followed by her participation in the “Accelerate Your Growth” program at the Indian School of Business (ISB) in 2024, also sponsored by Goldman Sachs. These programs have been instrumental in her growth as an entrepreneur.

The Road Ahead for NORA

Looking forward, Dr. Ayushi aims to transform NORA into a lifestyle brand known for its sustainability, functionality, and aesthetics. She remains committed to blending business success with environmental responsibility.

“Our focus has always been on delivering customer satisfaction while demonstrating that eco-friendly practices and business growth can coexist,” she says.

FAQs

When was NORA founded?
NORA was founded in 2022, specializing in sustainable garden furniture and planter pots.
Who is the founder of NORA?
Dr. Ayushi Jain Gupta, who holds an MBBS from Shenyang Medical College and an MBA from the Indian Institute of Planning and Management.
What does NORA sell?
NORA offers eco-friendly products, including outdoor furniture, planter pots, toys, and school furniture.
What is the revenue of NORA?
Initially generating ₹3 lakh per month, NORA now clocks ₹10 lakh in monthly revenue for FY25 and is projected to reach ₹25 lakh by next year.

Dr. Ayushi’s vision for NORA represents not just a business venture, but a movement toward sustainable living and thoughtful consumerism, proving that environmental responsibility and modern convenience can go hand-in-hand.