In a world that often prioritizes convenience over consciousness, Idika Goa stands as a breath of fresh air—a brand that believes in returning to the roots, valuing simplicity, and nurturing well-being through products crafted with care. Founded by Samiksha Mandurkar Karmali, an engineer by education but an entrepreneur by spirit, Idika is more than a business; it’s a heartfelt journey driven by purpose, resilience, and a desire to make everyday rituals safer and more meaningful.
The Spark Behind the Venture
Samiksha’s path to entrepreneurship was far from conventional. After trying her hand at multiple business ideas—many of which didn’t take off—she found herself learning, evolving, and quietly preparing for something that would eventually feel truly right. The turning point came from a deeply personal space. A few close family members suffered from allergies triggered by chemical-filled incense commonly available in the market. This prompted an important question: What are we allowing into our homes and sacred spaces?
That question became the seed for Idika, a brand born out of the need for clean, natural alternatives that nourish rather than harm. What began with incense soon blossomed into a range of thoughtfully crafted products—herbal dhoop sticks, body scrub powders, and handmade scrub bars, each rooted in tradition, purity, and intention.
A Brand Built on Values
At its core, Idika champions three simple yet powerful values: authenticity, kindness, and connection. The brand isn’t just about offering natural products—it’s about creating a slower, more meaningful experience. From incense that fills your home with a calming aroma, to bath essentials inspired by age-old recipes, every product is created with purpose and a deep respect for nature and heritage.
Idika’s offerings consciously reject the culture of excess. No more flashy packaging or throwaway gifts. Every product is designed to be practical, purposeful, and planet-friendly, honoring a lifestyle that is mindful and minimal.
Challenges and Lessons
Like many small business journeys, the early days of Idika were defined by long hours, wearing multiple hats, and solving problems in real-time. With no team in place initially, Samiksha found herself juggling product development, branding, customer service, logistics, and marketing singlehandedly. Sourcing reliable makers and striking a balance between quality and affordability was no easy feat. Yet, by staying consistent and growing deliberately, the brand began to gain traction, slowly but steadily.
Fuelled by Community
What keeps Samiksha going, especially during tough times, is the genuine feedback from her customers. Testimonials about how Idika’s incense helped someone breathe easier, or how their scrub bars added a natural glow to someone’s skin, are what fuel her passion. These stories are reminders that the brand is not just selling products—it’s touching lives.
Defining Moments
A particularly proud moment in Idika’s journey was being recognized by Sushant Divgikar—a celebrated Indian drag icon and LGBTQIA+ advocate. Their public appreciation of the brand on social media amplified Idika’s message and validated the heartfelt work behind it. For a small business, such acknowledgment was not just exciting—it was affirming.
On a personal level, Samiksha considers her biggest accomplishment to be building something from the ground up that truly reflects her values and resonates with a growing, loyal community.
A Thoughtful Approach to Growth
Innovation at Idika doesn’t come from chasing trends—it’s driven by attentive listening and genuine interaction. Samiksha regularly gathers customer feedback, allowing user insights to shape product decisions. This organic form of innovation ensures the brand remains grounded in reality while staying relevant.
While there isn’t a full-time team in place yet, systems have been streamlined and processes optimized to maintain clarity and consistency. Friends and family often step in with support, highlighting the brand’s deeply collaborative and community-rooted foundation.
Growth, for Idika, is not measured just by numbers, but by how aligned the expansion remains with the brand’s essence. Whether launching new products or scaling operations, every decision is carefully considered and customer-informed. This approach has helped Idika expand its catalog without compromising on quality or integrity.
The Human Side of Business
Despite the demanding nature of entrepreneurship, Samiksha ensures she carves out time to recharge. Simple joys—spending time with animals, watching Shark Tank, or taking short trips—help her maintain a sense of balance and perspective. This harmony between hustle and self-care is reflected in the brand’s ethos too: encouraging consumers to slow down and savor life’s little rituals.
The Road Ahead
Looking forward, Samiksha envisions Idika on the shelves of major supermarkets across India. Her strategy is rooted in mindful scaling—forming strong partnerships, retaining customer trust, and never straying from the values that sparked the brand’s beginning. Automation, refined logistics, and brand storytelling are all part of this larger blueprint.
A Note to Aspiring Entrepreneurs
For those dreaming of starting something of their own, Samiksha offers simple yet powerful advice:
“Start small, stay honest, and let your story shine through. Don’t wait to be perfect. Show up with heart, be consistent, and trust your instincts—they’re usually wiser than you think.”Idika Goa is more than a business; it’s a movement toward conscious living—one handcrafted incense stick and herbal scrub bar at a time. In a marketplace flooded with fast consumption and fleeting trends, Idika stands tall as a brand that cares, connects, and creates with intention.
