Aishvarya Murali

Co-Founder, Tuco Kids

20+ years in marketing & consumer brand building

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Aishvarya Murali is the Co-Founder of Tuco Kids and a mother of two. She founded Tuco after failing to find products she actually trusted for her own children — one comes home from cricket practice caked in dust and sweat, the other has eczema that made every label a gamble. Between a child who needs calm, careful ingredients and one who needs a serious clean without harsh chemicals, she stopped waiting for the right products to exist and built them herself.

With over 20 years in marketing and consumer brand building, she spent more than a decade scaling businesses across established consumer-facing organisations before taking the leap into entrepreneurship. She initially explored adult skincare before pivoting entirely to children's personal care for kids aged 3 to 15 — a decision shaped equally by market signals and her own experience as a parent.

At Tuco Kids, she follows a concern-led innovation model. Products are built only when research and parent feedback point to a real, unmet need. The buyer is the parent, but the end user is the child — and both perspectives shape every formulation, texture, fragrance, and packaging decision. Safety is non-negotiable, but comfort and trust drive adoption.

Tuco Kids uses 100% recycled plastic bottles and formulations that avoid microplastics, silicones, and dimethicones — because sustainability is built into the business, not bolted on.

She writes about children's skincare, haircare, sun safety, and product formulation from both professional experience and the daily, unglamorous reality of raising children.

All articles by Aishvarya Murali reflect her independent research, direct experience as a founder, and her perspective as a parent. Product claims are based on formulation data and parent feedback gathered by Tuco Kids.