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In the bustling city of Coimbatore, where the industrial hum intertwines with the serenity of the South Indian landscape, a revolution has been quietly brewing. This revolution comes not with loud proclamations but with a symphony of innovation, led by the visionary entrepreneur Santhosh Balasundaram and his brainchild, Shadow Etail.
Founded on February 10, 2017, Shadow Etail began its journey in a modest 60 square feet office space in Chennai. The initial spark was ignited with the export of safety essentials like pepper sprays and GPS watches. Little did they know that this humble beginning would blossom into a powerhouse of over 25 trademarks and brands, spanning a myriad of categories.
From the guardian’s sonata of BOB CAT’s formidable rat glue traps to the harmonious melody of TOM CAT’s herbal rat repellent spray, each brand under the Shadow Etail umbrella tells a tale of innovation, utility, and excellence. The journey has been marked by resilience, as seen in the company’s ability to weather the storm of the Covid crisis in 2020, emerging stronger and more determined than ever.
Within the expansive portfolio of Shadow Etail, each brand shines with its unique brilliance. Gecko, the Herbal Home Guardian, offers eco-friendly alternatives to traditional household products, ensuring a safe and healthy home environment. Lubrizap’s Engineered Lubrication Symphony caters to the needs of triathletes and motorbike racers alike, with high-performing auto care products that prolong the life of automotive parts.
For the tender care of our little ones, HOLA stands tall as the Infant’s Gentle Harmony, providing affordable and chemical-free baby care products designed for delicate skin. Meanwhile, Happy Nights serenades us with the promise of mosquito-free evenings, offering chemical-free solutions for a safe and peaceful night’s sleep.
Beyond the realm of business, Shadow Etail is deeply committed to social impact. The company proudly employs a significant percentage of special needs women in its workforce, recognizing the value of diversity and inclusivity. The Fin Pharm Community Pharmacy, operating on a non-profit basis, serves as a beacon of health and wellness for thousands of customers each month.
Mama Quilla, the Premium Herbal Sanitary Pad brand, not only provides women with a safe and comfortable hygiene solution but also channels its profits back into the community through donations to NGOs and orphanages. This ethos of giving back is woven into the fabric of Shadow Etail, guiding its every endeavor towards creating a positive impact on society.
Today, Shadow Etail stands tall as one of the fastest-growing D2C companies in Southern India. Its products, ranging from auto care to health and beauty, rank among the top sellers on platforms like Amazon, reflecting the trust and satisfaction of over 10 lakh happy customers.
Santhosh Balasundaram, the driving force behind this symphony of innovation, has been recognized as the Entrepreneur of the Year 2023 by Business Outreach magazine. His upcoming book, “Building Shadow Etail,” promises to be a roadmap for aspiring entrepreneurs looking to navigate the dynamic world of D2C businesses.
As Shadow Etail continues to cast its shadows of innovation, it not only illuminates the path to success in the D2C landscape but also stands as a beacon of inspiration for businesses aiming to make a difference. With a vision to become one of India’s largest D2C brands by 2025, Shadow Etail is poised for a future of growth, innovation, and social responsibility.
In the vibrant tapestry of India’s business landscape, Shadow Etail emerges as a symphony of innovation, resilience, and social impact. Its brands, each a note in this grand composition, resonate with customers seeking excellence, utility, and affordability.
For those who dare to dream, innovate, and make a difference, Shadow Etail beckons—a realm where ideas flourish, products excel, and communities thrive. As the symphony unfolds, we are invited to join this journey of transformation, where every purchase carries the promise of a brighter tomorrow.
To explore the world of Shadow Etail and its diverse range of brands, visit www.shadowetail.com.
