OUR STORY

FROM OUR FAMILY'S FORMULA TO YOU.

For 25 years, a family hair-oil formula was shared through word of mouth. Today, we're finally giving it a name.

25 YEARS · ONE FORMULA · NOW ETHENA

READ OUR STORY ↓
THE BEGINNING

IT STARTED AT HOME.

Ethena didn't start as a business. It started as a family recipe.

BORN IN A HOME, NOT A LAB.

The formula began with our grandmother, made for our family and used at home long before Ethena existed.

It was never created for shelves, advertisements, or algorithms. It was simply something we grew up using, until the people around us started asking for it too.

One person recommended it to another. Then another. And somehow, the formula kept travelling.

FAMILY → FRIENDS → WORD OF MOUTH → 25 YEARS
WHY ETHENA

25 YEARS LATER, I DECIDED TO BUILD THE BRAND.

We didn’t sit down and invent Ethena from scratch. We inherited the formula. I’m building what comes next.
MUNTAZIR WALJI · FOUNDER
From something made for the family → to something built for the world.

I'M MUNTAZIR WALJI. AND I'M TAKING IT ONLINE.

For 25 years, this formula existed quietly within my family , passed down, made at home, and used because it simply worked.

I grew up seeing it as something normal. Just another part of our routine.

But eventually, I started wondering:

What if something this good didn’t have to stay within our family?

So I decided to take what we already had, build a brand around it, and put it online.

Ethena is my attempt to turn something deeply personal into something other people can experience too.

And I’m documenting the process as I build it.

No polished success story. No pretending I have it all figured out. Just building Ethena, one step at a time.

25 YEARS OF FORMULA. ONE GENERATION TAKING IT FORWARD.

THEN → NOW

YOUR HAIR NEEDS MORE THAN A SHAMPOO.

What started at home spent 25 years travelling through word of mouth. Now, for the first time, it has a name.
01

A FAMILY FORMULA

Our grandmother's formula started at home, made for our family and used as part of our hair-care ritual.
25 YEARS
02

WORD OF MOUTH

There was no website, no advertising campaign, and no polished brand. People simply tried it, liked it, and recommended it to someone else.
1st CHAPTER
03

ETHENA

Now we're taking that same story online , giving the formula a modern identity while keeping its traditional roots at the center.
WE DIDN'T CREATE THE FORMULA FOR ETHENA.
WE CREATED ETHENA FOR THE FORMULA.
A family formula, passed down for 25 years

A Family Formula. Made for Your Hair.

Rooted in a family recipe and crafted with carefully selected botanicals, Ethena Hair Oil brings generations of herbal hair care into your routine.
Rs. 1,750
100ml • Herbal Hair Oil • Cash on Delivery Available
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