This Homemaker Of Over 30 Years Co-founded A Luxury Candle Business

Mar 21, 2022, 18:08 IST

Seema Arora


For Seema Arora, it was only a matter of the idea to take the plunge. The homemaker of 30 years was approached by her son, Vineet during the pandemic-induced lockdown with the idea of making candles, since he realised that the presence of a scented candle could really uplift one’s mood. “I was quite clueless as to what would this even mean or how it would turn out. At that instant all I knew as a mother is I need to support his endeavour,” she says. And that is how Rad Living was born – with the aim to provide users a unique experience with reinvigorating candles, all an amalgamation of natural soy wax and premium handpicked fragrances, and Arora became the Co-founder & Head of Operations, Rad Living.

It was an opportunity that built itself along the way. What started as a home project wherein the family (including her husband Dhiraj and daughter Radhika) was doing everything from concept, to production, to design and logistics to fragrance mapping and blending in-house, blossomed into a thriving business. The overwhelming response she received provided the impetus to take things a notch higher and innovate further. “Entrepreneurship is something that comes to homemakers naturally – delegation, responsibility and ownership is what we do all our lives as homemakers!” she laughs. And that’s why no homemaker should feel lost should she want to explore an opportunity in entrepreneurship.

 Seema Arora

Focusing mainly on the process, the mother-son duo went all out to achieve their goal. For Arora, the nervousness was absent since she was not expecting anything out of the project, she was in for the experience. “Vineet had a hold on what he really wanted to create given his corporate experience in branding and marketing,” she tells us. For her, the unique experience came from seeing her efforts turning into reality and subsequently bringing in revenue! “It was quite overwhelming. The job of a homemaker is not well credited, even though it is one that prepares us for much more beyond the four walls of the house. I feel so empowered and confident every time we receive an order, and, more so, positive feedback.”


 Seema Arora

The feedback is essential as one of the initial challenges the mother-son pair faced was to get the product right – extensive research, sampling and product tests went into it. It was essential to create a product that would stand out. At this point, Vineet elaborates the thought: “The biggest differentiator is that our product is not just on the candle but on what we wish to become in a fun, quirky and relatable manner.”

Arora adds that the fragrances are comforting, she feels that “it is almost as if you are sitting with your best friend and relaxing”. She says, “We are inspired by moods, needs and desires.” Her personal favourite candle is ‘Heer’, simply because it brings a sense of uniqueness to the table and is extremely beautiful.


 Seema Arora

Prior to taking the plunge, Arora’s schedule was very structured. “I used to wake up early, around 5 am, and start my day with some yoga and then have tea with my husband. Post that it was prepping for breakfast for everyone while my husband would get ready. As everyone would get ready and leave for their respective workplaces, I would get some quality ‘me time’. I’d watch videos over YouTube or catch up with relatives and friends, then prep for lunch. Evenings were for a brief walk and preparing for dinner and then spending some time around dinner with the family. The usual bouts of ‘what to cook for the next meal’ still forms a major part of my day I must mention!”

 Seema Arora


As far as a changed life is concerned, Arora thinks she will feel the real change a few weeks down the line when the Rad Living set up moves into a new manufacturing unit as growth and scaling up is evidently part of the plan. “Going daily to office would definitely be a big change in my routine!” Arora beams. 

 Seema Arora

With her life having gone a 180-degree change, Arora is making the most of what it has to offer. She filters her experiences into a few major learnings:

  • Innovation can be simple – innovating in small yet unique ways is super impactful.
  • Execution is the most underrated superpower – planning and strategy is important but what really works is execution. We believe in getting things done and growing each day. It’s only when you ‘do’ things is when you learn the most and your plans are then based on more experience and evidence rather than assumptions.
  • Learning is the core of entrepreneurial success – Consistent research work will help you serve your consumer base better. You have to keep up with trends and understand the change in the consumer preferences and tastes.

Images courtesy: Seema Arora

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