True dreams remain alive in your heart till the time you realize them. The same is the case with Mathew Joseph, the influential Founder of Kerala Naturals, who has been shaping the modern Ayurvedic industry’s future by delivering premium quality natural products since 2012.
Mathew comes from a small village in the Kottayam district of Kerala. His educational journey took him to a degree in Kerala, after which he moved to Mumbai and pursued a Diploma in eCommerce. In 1999, he began his career as a part-time web designer in an IT firm run by his uncle in Mumbai. That small beginning was the foundation of a much larger dream.
Later, Mathew joined Global Ayurveda Magazine in Kochi, an international health magazine. His role there gave him the opportunity to travel across India, visiting Ayurvedic production units, resorts, and exhibitions related to natural products. He started as a Marketing Executive and was eventually promoted to Marketing Manager. “This exposure to India’s traditional wellness industry left a deep impact on me,” he shares.
In 2005, Mathew moved to Kuwait and worked as a Secretary at Kuwait National Petroleum Company (KNPC), but his entrepreneurial dreams stayed with him. In 2009, he returned to India and rejoined Global Ayurveda as the Business Development Manager until 2012.
Mathew reflects, “Since childhood, I was fascinated by business. I would observe the lifestyle of successful businesspeople in my town, Pala—families like Kottukappally, Kayyalakkam, and Manarkattu inspired me. Later, in Mumbai, my uncle’s successful business and the elite circles we interacted with further ignited my ambition.”
Over the years, Mathew gained diverse experience across IT, marketing, publishing, and even working abroad in Kuwait. Each role equipped him with essential skills—adaptability, communication, and a strong sense of responsibility. By the time Mathew founded Kerala Naturals, he was not only prepared to run a business but also to build a purpose-driven brand.
After gaining 13 years of experience across various fields and geographies, Mathew finally took the leap and founded Kerala Naturals on July 14, 2012, with just three products. His preparation came from real-life learning, a curious mindset, and a deep trust in the journey. “I poured into it everything I had learned—my marketing insights, my exposure to Ayurveda, my design background, and most importantly, my passion.”
Experience Purity, Tradition, and Trust – With Kerala Naturals
Today, Kerala Naturals offers over 100 products and proudly serves customers in more than 120 countries. A globally trusted D2C brand from India, headquartered in Kerala – the land renowned for its lush greenery and rich biodiversity – Kerala Naturals brings the purest herbs, spices, wellness essentials, oils, and natural food products directly to customers all over the globe. “We proudly have direct operations from Canada and Australia, ensuring faster delivery, better service, and more personalized support for our global customers,” states Mathew.
What started as a small initiative to promote traditional and sustainable living has now evolved into a full-scale global enterprise. Kerala Naturals is committed to preserving the authenticity and quality of every product by sourcing directly from farmers and tribal communities across Kerala and the Western Ghats. The product portfolio includes jackfruit flour, wild honey, stingless bee honey, oils, bamboo rice, turmeric, black pepper, kumkumadi oil, and more than 100 natural offerings.
The brand’s vision is not just to promote wellness but also to empower local communities, encourage organic farming, and take India’s ancient health wisdom to the global stage. Kerala Naturals was recently recognized among the Top 5 Health and Beauty Websites globally at the prestigious eCommerce Awards in London, a testament to its global reputation and excellence.
With seamless shipping from India, USA, UK, Canada & Australia, Kerala Naturals is on a mission to become the world’s most trusted name in natural wellness.
Mathew defines his leadership style as practical, people-focused, and growth-oriented. In the early stages of his career, he was task-driven and committed to getting things done. However, as time passed, he discovered that true leadership lies in empowering others, listening deeply, and fostering a culture of trust and accountability. Today, his focus is on nurturing a team that thinks like entrepreneurs—much like he once aspired to be. His approach has evolved from managing tasks to inspiring purpose.
His leadership philosophy has been shaped by a blend of experiences: empathy from his modest roots, adaptability through international exposure, and resilience earned through his entrepreneurial path. Mathew believes in leading by example, staying grounded, and always thinking ahead.
Kerala Naturals: Mathew’s Purpose-Driven Journey of Empowerment, Excellence, and Integrity
Kerala Naturals began as a humble dream shared by Mathew and his wife, Preethy Mathew, built on the foundation of strong family support and a deep-rooted belief in purposeful entrepreneurship. What started as a small venture soon began to grow—first with just one additional team member and eventually evolving into a thriving enterprise. Today, Kerala Naturals proudly stands as a 99% women-oriented company, a reflection of Mathew’s enduring commitment to empowerment and inclusivity.
At the heart of Kerala Naturals lies a powerful mission: to uplift educated village women by offering them meaningful employment and valuable professional exposure. This mission has remained unchanged, even as the company expanded its reach. Nearly 80% of the original team continues to grow alongside the organization, a testament to the nurturing and respectful work environment that Mathew and his team have cultivated.
The workplace culture at Kerala Naturals thrives on collaboration, shared goals, and a collective vision. Mathew emphasizes a leadership style that motivates and elevates, encouraging personal development while propelling the company forward. By fostering trust, ownership, and a strong sense of community, the team remains aligned and inspired.
From day one, two core values have guided every decision Mathew makes: a resolute commitment to product quality and a relentless focus on exceptional customer service. These principles are not just company policies—they are promises. Every product that carries the Kerala Naturals name is a reflection of these values, and every customer interaction is an opportunity to build lasting trust.
Under Mathew’s leadership, Kerala Naturals has become more than just a natural products company. It is a movement—a story of growth, empowerment, and integrity, built by people who believe in making a difference, one product and one person at a time.
Leading with Vision, Grounded by Roots
Mathew’s journey as a leader of Kerala Naturals has been one of grit, clarity, and steady evolution. Among the many leadership challenges he faced, one of the most defining was navigating the limitations of infrastructure in a rural setting. In the early days, simple tasks like shipping a product required long-distance travel due to the absence of courier services in his village. Recruiting skilled professionals to work with a fledgling brand in a rural environment added to the complexity. However, Mathew turned these roadblocks into stepping stones by staying committed, working tirelessly, and nurturing a small but passionate team that grew stronger with each passing year. These early trials helped shape Kerala Naturals’ resilient foundation.
Balancing strategic vision with daily operations has been another area where Mathew brings thoughtful leadership. The core vision—bringing nature’s best herbs and spices to customers across the globe with just one click—remains the north star for every decision. While Kerala Naturals began as a purely online brand, it is now steadily growing its offline footprint. Regular team meetings and core group discussions ensure the company stays aligned with its long-term goals while day-to-day activities are executed with clarity and efficiency. Mathew believes that empowering his team through trust and shared ownership is key to maintaining this delicate balance.
Innovation, for Mathew, isn’t just a buzzword—it’s a lived culture. He and his team consistently seek new ideas and solutions by attending national and international summits, exhibitions, and D2C-focused gatherings. By staying immersed in global trends and industry best practices, Mathew fosters a mindset of continual improvement. This openness to learning and change permeates the entire team, ensuring Kerala Naturals remains agile, creative, and future-ready.
Through every challenge and achievement, Mathew’s leadership remains grounded in purpose and people—a rare combination that continues to define Kerala Naturals’ success.
Nurturing Leadership and Embracing Change: Mathew’s Inspiring Legacy at Kerala Naturals
At the heart of Mathew’s leadership philosophy lies a deep commitment to mentorship. At Kerala Naturals, training is not a one-time event—it’s an ongoing journey. Mathew ensures that his team regularly participates in industry summits, seminars, and exhibitions across India, helping them gain exposure to the latest trends and ideas. Despite being a small firm, Kerala Naturals provides a wealth of growth opportunities. Mathew’s advice to emerging leaders is grounded in simplicity and wisdom: “Stay curious, take ownership, and never stop learning.”
Inclusivity is another cornerstone of Mathew’s leadership. From its earliest days, Kerala Naturals has focused on empowering educated village women, who now make up 99% of the team. Mathew ensures that every individual is treated with respect, offered equal opportunities, and given the freedom to grow based on merit. This diversity not only strengthens the company’s culture but also fuels innovation and long-term success.
In an ever-changing business landscape, Mathew’s adaptability has been instrumental in Kerala Naturals’ resilience. By constantly improving key aspects like shipping speed, customer experience, and global market reach, the company has grown far beyond its rural roots. With direct operations in Canada and Australia and global shipping hubs in the USA and UK, Kerala Naturals continues to evolve. For Mathew, staying agile, investing in learning, and expanding strategically remain the pillars of enduring success.
Kerala Naturals: Mathew’s Enduring Bequest of Purpose, Purity, and People
For Mathew, success was never confined to balance sheets or business milestones. Rooted in the humble beginnings of a small village and launched from a single room in his home, Kerala Naturals has grown into a globally recognized brand with customers in over 120 countries and direct operations in Canada, www.keralanaturals.ca and Australia, www.keralanaturals.com.au. But what truly defines Mathew’s sense of achievement is not just this global reach—it’s the trust built with customers, the empowerment of women through meaningful employment, and the deep impact made on local communities.
Mathew’s leadership is fueled by unwavering discipline and a thirst for knowledge. Rising early, staying updated with business trends, crafting daily plans, and participating in international expos and summits—these routines have become his foundation for sustained growth and learning.  “I start my day at 6:00 am, reading through various newspapers—especially business news—to stay updated. Before 10:00 am, I prepare a daily job plan to stay focused and organized.” This consistency is reflected in every aspect of the brand’s operations and the culture of excellence he has instilled in his team. “I also make it a point to regularly attend major seminars, expos, and summits, which keeps me connected to new trends, ideas, and networks.”
A turning point in his journey came not from accolades but from connection. Witnessing customers travel long distances just to visit the Kerala Naturals office reminded him that leadership is about trust, integrity, and human connection. This realization inspired him to lead with deeper responsibility and empathy.
As Kerala Naturals continues to flourish, Mathew’s vision remains clear: to make the brand synonymous with purity and authenticity across the globe. He dreams of a future where Kerala Naturals is not only a trusted name in natural products but also a symbol of rural empowerment, quality-driven entrepreneurship, and Indian excellence.
In his own words, Mathew’s legacy is about “building something meaningful that outlives trends—a brand rooted in purpose, powered by people, and trusted by the world.”
