Rajat Sharma, an Indian entrepreneur, has launched a new vegan direct-to-consumer brand, Purely Kind, utilizing an unconventional strategy that involved no initial funding and a launch process completed within one hour. The brand has set an ambitious target of achieving ₹10 crore (approximately $1.2 million USD) in revenue within its first five days of operation.
Operating initially as a solo founder, Rajat developed and launched Purely Kind using primarily a laptop and personal conviction, bypassing traditional funding routes and team-building phases common in the startup ecosystem. “I didn’t wait for funding. I didn’t wait for a team. I didn’t wait for perfection. I just started,” Rajat stated regarding his approach.
Purely Kind positions itself as a purpose-driven brand focused on compassion and ethical practices. It aims to challenge norms by offering products free from animal cruelty and harmful chemicals, while also speaking out against what it describes as overpriced “ethical” branding and “hollow sustainability claims.” All products are stated to be 100% vegan and made in India.
Consumers can pre-order The Kind Starter Box https://forms.gle/kXXfBDanvYwVtLAP7 and follow the journey on Instagram: @purelykind.in.
The brand’s first offering is ‘The Kind Starter Box,’ a curated selection of its products. Rajat describes the box as representing “a story of care, ethics, and conscious choices,” adding that the brand aims to foster a sense of community, suggesting, “It’s not just about buying — it’s about belonging to a movement.”
Addressing the aggressive ₹10 crore revenue target, Rajat indicated the goal extends beyond financial metrics. “It’s about proving that kindness scales — even without capital,” he said, linking the target to the brand’s core philosophy.
In place of paid advertising or celebrity endorsements, Purely Kind is relying on transparency and community engagement for growth. Sharma is documenting the brand’s entire journey, including operational details, publicly across social media platforms like Instagram, LinkedIn, and Twitter, aiming to build an online community organically.
