Herd: The Bootstrapped Brand Builder Outpacing Amazon Aggregators

Herd, a startup founded by Ajar Rajbhandary, is proving that creativity and operational expertise can outpace capital-heavy Amazon aggregators. In just its first year, the company is projected to generate over $15 million in revenue—all without raising outside funding.

From Family Roots to Founder Vision

Rajbhandary’s journey into e-commerce started long before Herd. In 2006, he watched his parents sell products on eBay, and later on Amazon, becoming early pioneers in the then-nascent world of online retail. Growing up in that environment gave him both a front-row seat to the challenges of digital commerce and an entrepreneurial spark that would later fuel Herd.

“Most people in e-commerce today come from finance or tech. I grew up watching my parents actually sell online back in 2006,” Rajbhandary says. “That gave me a front-row seat to what really works — not just theory, but hands-on experience building brands before Amazon was mainstream.”

Competing Without the Capital Arms Race

While many competitors in the space have raised hundreds of millions in debt and equity to acquire existing Amazon brands, Herd has charted a different path. Instead of rolling up third-party sellers, the company focuses on creating brands from scratch. Its advantage, Rajbhandary says, lies in a blend of deep operating expertise and proprietary technology.

“The first decision we made was to never compromise on product quality or brand identity. We’re not just acquiring businesses—we’re building them to last,” he explains.

AI-Powered Brand Building

A key differentiator for Herd is its use of artificial intelligence and automation to power brand-building at scale. Proprietary tools help identify high-potential product opportunities, streamline operations, and automate key processes from development to sales.

“We’re not relying on capital to scale quickly,” Rajbhandary says. “Our advantage is AI that helps us spot opportunities faster and automate the entire process. That frees us up to focus on creativity and innovation.”

The approach has enabled Herd to move faster and more sustainably than many of its debt-fueled rivals, creating a portfolio of consumer brands that resonate with today’s digital-native customer.

A Different Kind of House of Brands

Unlike traditional aggregators, Herd isn’t a private equity roll up play—it’s an operator-led company with a focus on creativity and execution. Its brands are designed with cultural relevance in mind, combining Rajbhandary’s generational perspective on e-commerce with cutting-edge technology.

“Aggregators live in spreadsheets. We build brands,” Rajbhandary says. “The difference is we’re operators first — we know how to launch, scale, and connect with customers, not just acquire brands.”

Beyond Amazon

Herd’s ambitions extend well beyond Amazon. The company plans to expand its portfolio into physical retail and build globally recognized consumer brands.

“We want to create brands that people recognize and trust, not just on Amazon but in every store around the world,” Rajbhandary says.

Building the Future of Brand Creation

In just one year, Herd has demonstrated that a scrappy, bootstrapped approach can outpace competitors with significantly more capital. For Rajbhandary, the mission is clear: build the next generation of consumer brands powered by AI.

For those interested in partnering or discovering more about this innovative company, take the first step by diving deeper into Herd’s remarkable story and seeing firsthand what sets them apart in the world of e-commerce and beyond. If you want to stay ahead of the curve and learn more about how Herd is revolutionizing the industry, visit Herd’s website and explore their cutting-edge, game-changing approach to building bold, innovative brands.