About Srinivas

I am Vinjimoor Srinivas Krishnaswamy.

By day, I run Krya. We manufacture proprietary Ayurvedic skin , hair & home care products.

By night, I still run or dream about Krya. Because I have a vision to Build Krya as a force for good, that is still thriving a 100 years later, serving Humanity.

I always wanted to build something on my own.

Of course as a school kid the term entrepreneur was never used or understood. The only subject that fascinated me in school was Physics.

So with a canonically conjugate pair of luck & hard work, I acquired a master’s degree in Physics from IIT-Madras. About 80% into my Physics journery, I realized that I had no desire to build a career in physics.

So this time with a lot more luck & a lot less hard work I managed to crack my only IIM interview after CAT , from IIM-Bangalore.

A potent combination of curd rice & led zep put me in the zone on the interview day.

I held only one job after IIM-B, in FMCG sales & marketing.

But after 7.75 years selling soap & other synthetics, I became deeply disillusioned with the FMCG industry -both the utter disregard for environmental safety & the long term health of the consumers.

So I decided to quit, to lead a life completely in sync with my value systems.

I quit my high paying job without any concrete business idea or other back-up job offers. Most importantly , I also managed to convince my wife Preethi to quit her high paying job and join me in mission to build Krya.

Today we continue to build Krya as per the original vision – products that are based on sound first principles that work really well for the consumers & also are absolutely environmentally sustainable.

The big quest to create products on first principles lead me to Indian knowledge systems, especially Ayurveda.

In 2024 I went back to full time college. And got my third masters degree in Sanskrit. On of the great perks of being an entrepreneur is that I can run my company & attend physical college. Getting this degree was one of the hardest things I have ever done.

Running Krya. Studying Sanskrit in every spare minute. And being a very present & hand-on father to my school going daughter.

My given name is Srinivas.

Krishnaswamy is my dear Dad’s name .

Vinjimoor is that village in South India, that honours my ancestor , and gives me a link to a 1000 year old heritage. My ancestor, Swami Arulalala perumal Emperumanaaar, was born in Vinjimoor village.

He was a very prominent direct disciple of Swami Ramanujacharya. And one of the 74 Gurus specially anointed by Swami Ramanujacharya, to protect and spread Sri Vaishnava Sampradaya.

Being a Sri Vaishnava is central to my identity. And I will write more about it on this site.

So that is quickly my life so far.

Thank you for landing up here & reading this.