In the heart of Jaipur, Rajasthan, a mother-son duo is transforming centuries-old Ayurvedic knowledge into a modern wellness venture. Started by Alpana and Viral Tiwari in 2019, Nuskha Kitchen fills an important lacuna in the nutrition of pregnant women and new mothers through hand-made Ayurvedic food items. What started as a home-based venture has now become a successful business with a customer base of over 1,000 per month and an estimated annual revenue of Rs 2 crore.

Ayurvedic Heritage

Alpana Tiwari’s journey is deeply rooted in Ayurvedic heritage. Born in Modak, Kota, and raised in Chomu, she grew up in a family of vaidyas (traditional Ayurvedic practitioners), assisting her father in the preparation of herbal remedies. Though she initially chose a different career path, her early exposure to Ayurveda never faded. It was her personal postnatal recovery that reignited her passion and ultimately laid the foundation for Nuskha Kitchen.

The Genesis of a Purpose-Driven Enterprise

The concept of Nuskha Kitchen was born out of Alpana’s epiphany that postnatal care, particularly nutrition, was neglected. Taking inspiration from age-old recipes handed down through generations, she started preparing laddus and herbal concoctions specifically for new mothers. Inspired by local gynecologists and community appreciation, Alpana turned her efforts into a full-fledged business in 2019.

A Strategic Family Partnership

Alpana’s son, Viral Tiwari, a mechanical engineer employed in the IT field, took a courageous career change in May 2019. Seeing the potential in his mother’s vision, he joined Nuskha Kitchen on a full-time basis to expand operations. Overcoming initial doubt from extended family members, Viral introduced a systemized approach towards marketing, logistics, and consumer interaction, allowing the brand to grow beyond Jaipur. Alpana, on her part, remained at the helm of product innovation and development.

Ayurvedic Product Line: Focus on Holistic Maternal Care

Nuskha Kitchen deals with Ayurveda-based nutritional solutions for different stages of pregnancy and postpartum recovery. Their products include:

Prenatal Nutrition (3rd Month and Above)

Oats Laddu
Shatavari Powder
Coconut Laddu
Ragi Laddu
These products are designed to handle common problems such as fatigue, hormonal imbalance, and digestion, and also for fetal growth.

Postnatal Recovery Packages

Ajwain and Sonth Laddus
Herbal Tea Mixes
Digestive Churnas
The postnatal kits support lactation, digestion, and tissue repair. Made to order to meet nutritional requirements, the brand also offers vegan and gluten-free versions for health-conscious consumers.

Word-of-Mouth and Gynecologist Referrals Power Growth

Though it operates in a niche area, Nuskha Kitchen’s growth has been gradual. The brand has partnered with more than 60 gynecologists in India, who endorse its products to new mothers. Additionally, their aggressive social media presence and strong word-of-mouth network have led them to reach over 3,000 repeat customers and about 500 new mothers.

Monthly sales increased by 20% month after month over the course of eight months, as most clients rendered positive testimonials. Gujarat client Subhash Nayyar appreciated the care the brand invested in diet modification while ordering laddus of a vegan variant for his daughter-in-law. Riddhi Parikh also appreciated Alpana for the provision of products as well as emotional care and support during the initial phase of motherhood.

Facing Challenges, Remained Grounded

Scaling from a kitchen-based operation to a full-fledged business was not without its challenges. One of the greatest challenges was educating urban consumers about the advantages of Ayurvedic nutrition during and after pregnancy—a practice prevalent in rural India. Furthermore, coordinating operations, packaging, and deliveries while ensuring product quality demanded constant improvisation.

Alpana and Viral remained true to their ethos: authenticity, personalization, and maternal care based on tradition.

Future Roadmap: Ayurveda for Daily Living

Following increasing demand, the pair now intend to extend their offerings into daily-use wellness products such as snacks and herbal teas that can be consumed by the whole family. They are also seeking out options for external funding to fund their growth strategy and establish a bigger manufacturing facility.

The long-term vision of the company is to become India’s top brand for postpartum and maternal Ayurvedic nutrition, closing the gap between heritage wellness systems and modern-day health demands.