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Productizing Ayurveda with global ambitions | Param Bhargava @ The Ayurveda Company
167 Plays1 year ago
From personal skin allergy woes to pioneering India's first Ayurvedic start-up securing seed funding from industry leaders, The Ayurveda Company is bridging ancient wisdom with contemporary health to provide Ayurveda as a lifestyle choice. Param talks about the journey of discovering product- market fit and taking the brand from zero to one, and then from one to hundred.
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Read more about The Ayurveda Company:-
1.How The Ayurveda Co is bringing high quality, affordable ayurvedic solutions to the masses
2.Rapid fire with param bhargava, co-founder of the ayurveda company
3.How The Ayurveda Co carving a distinct path in the Ayurveda wellness landscape
4.Learning, wisdom and experience: How an ayurveda startup from India is winning on the global front
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Transcript
Introduction and Background
00:00:00
Speaker
Hi guys, I'm Param Bhargav. I'm the founder of the BrandTAC, the Ayurveda company. I'm excited to be here on this podcast with Akshay. I'm looking forward to a great chat.
Discovering Ayurveda
00:00:23
Speaker
Param Bhargava had tried everything to help his wife, Sridhar Singh, with her chronic skin issues when they accidentally discovered Ayurveda as a sustainable long-term solution to her condition. This experience of discovering Ayurveda was so powerful that it led to the birth of D2C Ayurveda brands, Kadi Essentials and the Ayurveda company.
00:00:43
Speaker
In this freewheeling conversation with your host Akshay Dutt, Param Bhargava talks about the journey of discovering product market fit and taking the brand from 0 to 1 and then from 1 to 100. Stay tuned for this masterclass on scaling a D2C brand and please do subscribe to founder thesis on YouTube or any audio streaming platform.
Early Entrepreneurial Journey
00:01:10
Speaker
What made you want to be an entrepreneur? Take me through that journey of becoming an entrepreneur. I was seven years old when I started working with my father. So my first thing was that my father had a
00:01:35
Speaker
small shop in a school, the stationary shop of that school. After my school hours, I used to go to his shop, used to walk with him. We sometimes pick up things from the shelves and hand it over to him, go to the consumers. Sometimes I used to collect cash when I was nine years old, ten years old.
00:01:59
Speaker
because during the season when the new session begins for a school, so there was a very large rush that we used to hunt. So at 10 years, 11 years old, I used to hunt cash for 3 lakh rupees a day. And so from that time, it was forever seeded in me that I have to build something of my own once.
00:02:27
Speaker
You know, things started continuing. My father built a few things, you know, a QSR, a food van, a small restaurant, a distributorship of whole bed bottles.
00:02:46
Speaker
our recruitment business towards this FMCG new app because we had a job consulting business, we used to support something like Modi Revlon, Talibat, Tabar, who hired a lot of sales market production guys.
Corporate Experience and Lessons
00:03:06
Speaker
So that was our longest running business.
00:03:10
Speaker
God said, around COVID, at the time he was also, he had also retired and I was not able to go forward. But that, my father ran that business for 20 years. So I had extreme exposure towards, you know, BOD, FMCG, post night care, along with my father.
00:03:36
Speaker
That and always that had, you know, to give both of the experience. But again, post my engineering, you know, my management program, and then, you know, understood that that has never become over a billion dollar company, which can really add value. He was doing too many things.
00:04:05
Speaker
So then I realized it's better to take some professional experience with some large companies because
00:04:13
Speaker
Very rarely, you will find people like Bula or Zipto, very young guys, for a race 99.9%. I personally feel it's important to have on-ground experience of working with the attorneys or large staff to understand that how do you go through that drill of building.
00:04:37
Speaker
So I ensured that I did a good experience. I worked in three large companies, again, sales, marketing. I worked throughout an outgoing person. And from there, I learned I was a sales guy managing projects, managing distribution, building up all the distribution networks across India.
00:05:03
Speaker
So that gave me a complete holistic approach that how do you know that working rapidly, how do you know how you introduce global products into
00:05:16
Speaker
How do we build the streaming center? How do we really focus on? Then while I was working in companies, the world was changing, digital was coming.
Personal Struggles and Ayurveda Solutions
00:05:26
Speaker
So in my husband, I was with World War, where we started using digital as a medium to reach out to new consumers for commercial vehicles.
00:05:36
Speaker
So I started looking at that, you know, there is a new wave of digital economy. Even companies, traditional companies have started using these medium for marketing. So all in all, you know, everything just together to, you know, give me, you know, that kind of experience.
00:05:56
Speaker
I was holding and I started this venture that I had more than two decades of overall experience. And then, you know, I think that my co-founder and CEO is my wife. When we met, we met in 2014, you know, we were working together in Volvo. Surprisingly, that she was my chairman.
00:06:26
Speaker
We went along very well together and we started liking each other and you know, from there our personal journey began.
00:06:34
Speaker
But like, I had a lot of experience. So when I got to know her, you know, so coming from an army bathroom, she has had a very difficult past in terms that, you know, parents were separated. And from very young age, she had to take care of her mother, her two younger brothers. So she started working when she was 14 years old. My first job was working with Donalds at 26 rupees per hour at that
00:07:05
Speaker
She did receptionist, she was teaching to student pariahs and then she did her MBA all through taking the logs and all and while studying with UBS, she also started working with an NGO called MAD.
00:07:26
Speaker
But because of entire this scenario and then coming to Urgau and staying here, during that phase that marriage had gone even worse. It had taken a large toll on her health. She started developing a second form of allergy, which is called Otikiriya on her face, on her hands, on her back, make back, everywhere.
00:07:54
Speaker
And we had met in Pozal Thodi, this problem occurred in December of 2014. And roughly for almost three years till the end of 2017, we were struggling because of
The Healing Journey in Kerala
00:08:09
Speaker
that problem. We met a lot of doctors around in Sia, in Burgham, in Delhi, and we were not getting solutions through Karma Program.
00:08:20
Speaker
In end of 2017, we travelled together. We got married in 2020. So, we had to travel across the country. So, on one such travel, you know, we went to character. And during that trip, you know,
00:08:41
Speaker
Going to that beach, that problem really occurred, you know, on the entire back again, suddenly, you know, in a large... So, what happened? Because we were struggling, and we were struggling. And when we asked around, where do we go to the same doctor? Because it was very large patches on the back. So, sometimes we agree with him.
00:09:15
Speaker
You really find a lot of good eye in the rock.
00:09:19
Speaker
So when we went to one such river doctor, she then understood that what is our life? What do we eat? How do we live? When do we get out? How much junk food do we have? And then she gives a lot of things. She gave some bottles. She recommended certain massages. She gave certain essential oils, certain bulbs, and certain blends.
00:09:46
Speaker
and also some application creams and all, which she used to manufacture there. To our surprise, from December of 2007 till March of 18th, she recovered. She recovered to that extent that again to some other trip, to Goa or something. That problem never came back.
00:10:12
Speaker
You know, when this happened, you know, my entire entrepreneurial career actually came back. My mother being, you know, I teach him, so she had access to both.
00:10:36
Speaker
So Baha said the journey towards Ayurveda began. Let's look at it into a deeper way. Both of us were working, but four or five months from there, you know, from March, we started a lot of digging into Ayurveda, a lot of nerve making, understanding, getting more doctors. We got that doctor on board. Let's look at that when we go down to Ayurveda.
00:11:03
Speaker
And because my father had been working for a lot of these guys, we didn't get the vendors of that, so we took out that relationship. Like the FMCG manufacturing vendors, third party manufacturers. So I had access because of my father's network. So I had access to my father's company.
00:11:33
Speaker
So they had a huge scale license. They had a lot of manufacturing for a lot of guys. So had to be accessed, but never used there.
Launching Kadi Essentials
00:11:50
Speaker
But almost the last quarter of 2018 quit my job.
00:11:58
Speaker
So, you know, because
00:12:16
Speaker
The product portfolio is a big part of the market. It is a big part of the market. It is a big part of the market. It is a big part of the market. It is a big part of the market. It is a big part of the market. It is a big part of the market. It is a big part of the market. It is a big part of the market. It is a big part of the market. It is a big part of the market. It is a big part of the market.
00:12:46
Speaker
Not on paper, not on labels, but real benefit. So, the price point of the product is the consumer's benefit. But I will say, I will take you ahead of this journey. So, a lot of learnings came in from our first grant.
00:13:12
Speaker
So, I am now starting to launch almost Excel key on May 9th, end of 2009. So, 2019, Mr. Takfir Shida also left our dock. She came back in October of 2009. We launched the brand at full scale with Qadis XS.1, our first U2C website. When did you quit? I had put in early 2008.
00:13:37
Speaker
Okay. It was about two years while she was, you needed at least one of you to have some stable income. I was making upwards of five rupees a month at that time. What was the regional head then? Actually, I don't know how to say it. I don't know how to say it. I don't know how to say it.
00:14:15
Speaker
So what question here, when you lost the essentials, what was your product range? So we had 40, we had logged with 40 plus problems. So what is DPC?
00:14:37
Speaker
There is a lot of beauty in the long term. There is oil, samples, lotions, creams, face categories. There is a lot of digital brands. There is a lot of benchmarking. There is a lot of Mg3. Why not? There is no Ayurveda brand. There is a lot of premium. Because these are not Ayurvedic brands.
00:15:06
Speaker
So, this is 40 plus problems in the last year. It's very larger again facing two large categories. The problem was because of Dandruff, which was aggravated. So, the solution of Dr. Kuthu was solved. The problem was solved.
00:15:30
Speaker
So, the answer was like, was it a product for anybody to use or for people with some kind of skin problems? It was water. So, only the problem was. So, there was no problem with this problem. There were no regular uses. That's why, on a BPC category, which is a FMCG derivative, it's a day-to-day product.
00:15:59
Speaker
So, what was the average price? That time it was 800 rupees for Thaddi sales, 700 to 800 rupees. So, it was interesting because while we were building it out, just before Covid, we had gone. October, November, we had a website launch, but larger sales of Thaddi sales started to be complete.
00:16:27
Speaker
when we went live on Amazon, Nike, all of these guys.
Digital Marketing and Initial Sales
00:16:33
Speaker
And this happened in January of 2021. So this is all based on your savings or late? Yes, sir. When we raised in post-external funding, we raised in multiple. Till that time, everything was bootstrapped. Our own capital building and property business generating capital dash those only from business.
00:16:54
Speaker
We had put in good money in our own, overall, before we raised external capital. But it was all of my Shidag. Yeah, basically your life savings. Yeah, yeah. So eventually I have a very strong feeling if there is no skin in the game, it won't even work. I think it's a good thing to be able to do that. I think it's a good thing to be able to do that.
00:17:25
Speaker
You will swim hardest to come out of that water. So that has been a very clear thesis of my life. So amazing. You had no experience of online sales. How did you learn that?
00:17:54
Speaker
to generate demand. How did you generate demand? She. So we have learned while on the job. So as much as that, you know, our first website was also built all in house by Sridhar.
00:18:11
Speaker
She learned coding. We had one more guy who is with us now completely. You know, who was an intern back then with us. Our leads are grown. So, him, Sridhar and I, we were the three people who were making labels in house, who were only in house, how that said should work. And then we also learned that how do we go on Amazon?
00:18:40
Speaker
Flipkart, Nike. We did not have any sales guys. Neither we had any tech guys or digital marketing back then. But whatever we were doing, we were doing by ourselves. Everything learning from tools available on Google and YouTube. Because Instagram was a popular app. So it was Google and YouTube only.
00:19:03
Speaker
Oh, and then you started spending on ads and all to generate the same pay. We did not start a lot because that time it was Facebook, which was less positive, but yes, we had started testing, starting. We started on Google. We started on Facebook also, but budgets were very small, but we started seeing results. But what we realized that, you know, when we had launched in November, 2019, first
00:19:31
Speaker
We were very happy that we had a business with them. But we had a sale at the club, and we had spent $78,000. This was the first time. And our family, me and Shira, were able to spend $70,000. That's why we had a lot of excitement about the business. We didn't have a brand yet.
00:20:02
Speaker
So, every entrepreneur goes through this scam. When a product is brought up, it is rational after we sell it. So, the understanding is that when a product is brought up, the cost of a product is given. So, if a product is brought up, the cost of a product is given. If a product is given, the cost of a product is given.
00:20:28
Speaker
What happened? In November onwards, I don't know if we have families. I don't know if we have families. I don't know if we have families. I don't know if we have families. I don't know if we have families. I don't know if we have families. I don't know if we have families.
00:20:58
Speaker
Eventually, you know, for the last December, again, there was a lot of dialogue about it. So, it was a period of time. We had to hire a digital company, both of them, for CPMs, both of them, right? Because the festive season was not that bad. So, you flip the Amazon, you use a lot of money, right? So, we did not have any knowledge around that. But then, we realized that this is like Diwali New Year's, Christmas, festive season. Of course, it's very high that,
00:21:28
Speaker
So, there is a lot of time in India, obviously. There is a lot of time in India. There is a lot of creative knowledge in India. But there is a lot of photos, phones, cameras, etc. And there is a lot of attention in India. There is a lot of Instagram accounts. There is a lot of use in India.
00:21:51
Speaker
I realized that it was better support for them. Then I realized that if sales were to be broken, it would solve the problem. So I thought that if the network used to be broken, it would have to be AMS or Flipkart. So I thought that if it was AMS or Flipkart, it would be better support for them. So I thought that if it was AMS or Flipkart, it would be better support for them.
00:22:20
Speaker
Just, you know, going deeper into launchpad, Amazon launchpad, and I found some guy who was very well connected with me. He was the one who had the essentials, he was the one who bought the brand, he was the one who bought the brand, and he was the one who bought the product. So, he was the one who bought the product, and he was the one who bought the product.
00:22:56
Speaker
But then you know, but then, you know, serious negotiations, everything. I'm going to immediately starting. Apple also had amazing.
00:23:12
Speaker
Launchpad is like an incubation program for startups by Amazon, where Amazon highlights them, gives them a look and feel of their listings is slightly better. There were no team members, there were no members. One more intern we had. So we were 5-6 people.
00:23:40
Speaker
Yeah, that's right. For Amazon Live, you have to have a lot of life, you have to have a lot of life. This happened in January. So, January, if you say it, it broke the March. March was the first time in the world that we had to go to China. So, we had to go through our savings, we had to go through our savings, we had to go through our savings, we had to go through our savings, we had to go through our savings,
00:24:10
Speaker
The demand of the people in the country is pure business, right? It is pure business, right? It is pure business, right? It is pure business, right? It is pure business, it is pure business, it is pure business, it is pure business, it is pure business, it is pure business, it is pure business, it is pure business, it is pure business, it is pure business, it is pure business, it is pure business,
00:24:38
Speaker
So, we have to be able to do a lot of work. We have to be able to do a lot of work. We have to be able to do a lot of work. We have to be able to do a lot of work. We have to be able to do a lot of work. We have to be able to do a lot of work. We have to be able to do a lot of work. We have to be able to do a lot of work.
00:25:05
Speaker
You don't have to focus on the number of people. You have to focus on the number of people. You have to focus on the number of people. You have to focus on the number of people. You have to focus on the number of people. You have to focus on the number of people. You have to focus on the number of people. You have to focus on the number of people. You have to focus on the number of people. You have to focus on the number of people. You have to focus on the number of people. You have to focus on the number of people. You have to focus on the number of people.
00:25:56
Speaker
And this happened within the first three months of launching on Amazon.
00:26:02
Speaker
If the sales are not available, then the product will be available. Or if the sales are not available, then the lockdown won't be available. Before lockdown, one quick question. What other things are there that you look at as input? Like when you said, time to deliver.
00:26:26
Speaker
Same day, next day, that is an input metric to track. So, first is that Amazon is a search-based client. So, SEO-based client. So, if you clear metrics and you say, 72% sales, which is search-based.
00:26:55
Speaker
You rarely go and browse. And browse consumers are Amazon in premium customer. You browse there. So 70-72% sales to sort. Like someone who says cream and anything. So going with an end-to-end search consumer, then more intent based consumers didn't go search compared to 3D.
00:27:17
Speaker
If you search for the Amazon algorithm, you can see that there is a list of keywords that you can search for. If you search for the list, you can see that it reflects the title, the title, the title, the description, the bullet points, etc.
00:27:43
Speaker
This is the first pillar of search keywords. This is the first pillar of search keywords. So this is the second pillar of search keywords. So this is the second pillar of search keywords.
00:28:12
Speaker
So, quality of image which reflects everything for your product. Any USBs should be highlighted in a proper high quality image. So, second is that how is your visual looking. So, visual is a photo of a video uploaded to video. So, it reflects. Third is that people have tried it, people have bought it and people are, what people are saying about your product. It is the review.
00:28:41
Speaker
Fourth is review rating. Fourth is replication. Which is called replication. Replication is important. Not only delivery. Delivery is, India now is moving up to World War II, last year, last year. But we have to look at it. We have to look at it in 48 hours. But 24 hours is conversion better. Optimization better, delivery period better, fees better.
00:29:34
Speaker
You have to advertise, which is the AMS or Flipkart ads, etc. You have to advertise, again it's a large session. These are the top 5 pillars of Amazon and Flipkart game where you need to work upon to build it.
00:29:36
Speaker
or you will reach faster to the consumer.
00:29:52
Speaker
Okay, so coming back to the journey, so you did 6 lakhs in March, you had your hygiene product.
Adapting During COVID-19
00:30:15
Speaker
Approvals, real local authorities. So, we're slightly smart enough to get essentials for all of our products. As your products are available across our warehouses, we would like you to reopen your business.
00:30:44
Speaker
So that helped us in terms of the game changing movement. Because of understanding e-commerce and the need in the e-commerce business, both of these things helped us to work from the office during the entire process. Second of April onwards, we were working from the office consistently. And as high as that, you know, we were working from the office.
00:31:13
Speaker
6 to 60 lakhs. At this because alternatives were shut down. So one of our vendors was in Ambala. So we were the only
00:31:38
Speaker
on the entire Delhi Chandigarh highway, driving down there, getting the formulations from there, going to the Iyuska department, Haryana. Mass approval, coming back to the DM here, T.A. Sarad Range, Thearu.
00:31:55
Speaker
distributed the first load to the entire police fraternity and the local guys. We are the guys who are getting it done. We have a local Ayurvedic meme Tursi sanitizer available within Hadaq. And Vahasev Puri journey started, BOT product because they were available in all warehouses, started growing and sanitization
00:32:19
Speaker
And then we also created handmade masks. This sanitizer didn't have alcohol. Alcohol is a plant. There were three formulations. One was IPA, one was pure. Then there was one. So, it was all in Bhaile. Okay, got it. Sorry, please cut.
00:32:49
Speaker
After a long period of time, we had photos that we shared with all of us. But we had to go back to the old pack. We had to go back to the old pack. We had to go back to the old pack. We had to go back to the old pack. We had to go back to the old pack. We had to go back to the old pack. We had to go back to the old pack. We had to go back to the old pack. We had to go back to the old pack. We had to go back to the old pack. We had to go back to the old pack. We had to go back to the old pack.
00:33:15
Speaker
Delhi University. In Delhi, you know, there is a lot of people who are close to us. But I think it's important to have a beautiful world. I think it's important to have a beautiful world. I think it's important to have a beautiful world. I think it's important to have a beautiful world. I think it's important to have a beautiful world. I think it's important to have a beautiful world. I think it's important to have a beautiful world.
00:33:45
Speaker
But within that time frame, there was no time frame. But there was no time frame. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone understood what is worth. Everyone
00:34:33
Speaker
Then, the price point is the price point. I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad job, I had a bad
00:34:37
Speaker
We were very well funded. They were very well funded. They were very well funded.
00:34:52
Speaker
Where are we, you know, in that journey? Are we there? Are we actually solving that right problem or not? And building the right thing, which you want to do. It was over September, 2020, and me and Shira again, back of the drawing board. It was a 24-team team. It was a very slow match.
00:35:23
Speaker
We were at 1995. So, to give a free festival, we had a lot of growth. But in 1995, it was profitable for us. But we had a lot of burn. We had heavy advertising.
00:35:45
Speaker
But the company level is very high. But the company level is very high. But the company level is very high. And the company level is very high. And the company level is very high. And the company level is very high. And the company level is very high.
00:36:03
Speaker
I think it is worth it. I think it is worth it. I think it is worth it. I think it is worth it. I think it is worth it. I think it is worth it.
00:36:20
Speaker
The price point is very high. And you have to be able to reach this certain margin. So, you have to be able to reach it. So, the market place is very high. Everything is very high. So, you have to be able to film and film. So, you have to be able to film and film. So, you have to be able to film and film. So, you have to be able to film and film. So, you have to be able to film and film. So, you have to be able to film and film. So, you have to be able to film and film. So, you have to be able to film and film. So, you have to be able to film and film. So, you have to be able to film and film. So, you have to be able to film and film. So, you have to be able to film and film. So, you have to be able to film and film. So, you have to be able to film and film. So, you have to be able to film and film.
00:36:51
Speaker
The problem is that the problem is that the problem is that the problem is that the problem is that the problem is that the problem is that the problem is that the problem is that the problem is that the problem is that the problem is that the problem is that the problem is that the problem is that the problem is that the problem is that the problem is that
00:37:15
Speaker
So when we were working on a panel, we were able to see the manufacturing side of the gas. We were able to outgrown all of the Hwadi guys. And Hwadi was advertising, so there were websites for traffic. When people were searching for Hwadi essentials, all Hwadi started coming up. What did they say? Hwadi essentials, Hwadi natural... It's not the same as Hwadi. It's not the same as Hwadi.
00:37:47
Speaker
And this is a big problem that there is no uniqueness in the name. There is no unique entity. The second problem here is that there is no beauty in India. There is no solution in the entire universe. This is a lifestyle and food habit. Consultation.
00:38:12
Speaker
the beauty, the edible products, the application products, the holistic products. If you pay attention to the company, if you have a brand-built company, it has to have that entire kurai, the kurai ecosystem.
00:38:29
Speaker
So, the reference point is that, if you look at the product line, you will find that the products will be available in organic application. Gradually, you will have to become a slightly more premium and better version of Apatak.
00:38:59
Speaker
The word itself is a type of a clock. When we understood this,
00:39:18
Speaker
We have to be young. We have to be a generation of young generation. We have to be a generation of young generation.
00:39:32
Speaker
How do you make it socially relatable? And for this young Gen Z, millennials, or more of alpha original generations, who are you really guessing? What is your problem? What is your problem? Let us know in the comments below.
00:39:49
Speaker
So, if you are a farmer, if you are a farmer, if you are a farmer, if you are a farmer, if you are a farmer, if you are a farmer, if you are a farmer, if you are a farmer, if you are a farmer, if you are a farmer, if you are a farmer, if you are a farmer, if you are a farmer, if you are a farmer,
00:40:09
Speaker
to work on category creation. But how do you create this category and bring it into the mainstream? Mainstream guys, we have a whole new pharmacy. We have an alternate health. We have a product that doesn't exist. Because the product doesn't exist. We have a global company. We have a brand new company.
00:40:34
Speaker
If you look at the global level, if you look at the global level, if you look at the global level, if you look at the global level, if you look at the global level, if you look at the global level, if you look at the global level, if you look at the global level, if you look at the global level,
00:40:50
Speaker
There is no that large brand, they say, that supplies or you go to Glenmar, Glenmar Gopaparadam. But these pharmacies, Zaidas and all, they've had that, you know, kind of either one single brand or one single brand. I don't know why, but I don't know why there is no Ormeesh play. Himalaya is there, right? Imana is there. Imana is there. Imana is there.
00:41:18
Speaker
But Himalayan is a pricing near. So, it is effective for all the people. So, you have to go to a mass market. So, mass market is a political question. But it is a political question. So, it is a political question. So, you have to go to a consumer. So, you have to go to a content convention. So, you have to go to a consumer. So, you have to go to a content convention. So, you have to go to a consumer. So, you have to go to a
00:41:44
Speaker
If you want to create something, you need to create something. If you want to create something, you need to create something. If you want to create something, you need to create something. If you want to create something, you need to create something.
00:42:03
Speaker
This is not possible anymore. On the other hand, this is not possible anymore. On the other hand, this is not possible anymore. On the other hand, this is not possible anymore. On the other hand, this is not possible anymore. On the other hand, this is not possible anymore. On the other hand, this is not possible anymore.
00:42:24
Speaker
They are effective products. So, by Indian argument, there is lagging behind them. But processing, marketing, and branding can be changed.
00:42:49
Speaker
So, the problem is that as a price point for a brand or a global brand, the effect is that the consumer can really benefit and the people can benefit from it. So, the consumer can benefit from it. So, the reason is that the founders connect with it. So, one of the recent examples is that, one of the recent examples is that, one of the recent examples is that, one of the recent examples is that, one of the recent examples is that, one of the recent examples is that, one of the recent examples is that,
00:43:14
Speaker
We love you so much. We have been following you for such a long time. And we love the product. You cannot trade, you know. You can't buy a brand with a new product. You can't. You can't sell a brand with a new product. You can't sell a brand with a new product. You can't sell a brand with a new product. You can't sell a brand with a new product. You can't sell a brand with a new product. You can't sell a brand with a new product. You can't sell a brand with a new product. You can't sell a brand with a new product. You can't sell a brand with a new product.
00:43:44
Speaker
But what is the future of India? If India is a multi-trillion dollar market, how much is it? How much is it? How much is it? How much is it? How much is it? How much is it? How much is it? How much is it? How much is it? How much is it? How much is it?
00:44:07
Speaker
The content strategy is holistic, and the strategy is young. And young generation is focused. We are talking about young generation with a global ability. India is a global brand, and we are talking about American, European, German. India is probably one of the most popular brands in India. So, we are talking about the company's form, and the company's form.
00:44:35
Speaker
It's not the original logo, it's not the original logo, it's not the original logo, it's not the original logo, it's not the original logo, it's not the original logo, it's not the original logo, it's not the original logo, it's not the original logo, it's not the original logo, it's not the original logo, it's not the original logo, it's not the original logo, it's not the original logo, it's not the original logo, it's not the original logo, it's not the original logo, it's not the original logo, it's not the original logo, it's not the original logo, it's not the original logo, it's not the original logo,
00:45:01
Speaker
And if you want to start a capital that has the essentials of the profit accumulated, then you have to make sure that you have the seed funding. The seed funding is within the company, as I said earlier. And June 21 may have been the capital.
00:45:25
Speaker
It had a similar product range, like beauty and personal, BPC, beauty and personal products. It had a similar product range, like beauty and personal, BPC, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty and personal, beauty
00:45:56
Speaker
product, price, pack, channel, market, fit. Okay. Okay. Yeah. So when you look at PPC, FMCG brands or pure FMCG brands, you have to have channel specific product development.
00:46:19
Speaker
If you want to get specific packaging and specific prices, you need to determine them. If you want to buy a deal, you need to pay for sunscreen. If you want to buy a deal, you have to pay for it. If you want to buy a deal, you have to pay for it. If you want to buy a deal, you have to pay for it. If you want to buy a deal, you have to pay for it. If you want to buy a deal, you have to pay for it.
00:46:52
Speaker
Now, we are available as cardi essentials. So, communication here, cardi essentials become that. Or do our top selling beauty get proper. So, warm like that. But this is a builder. Pricing was the same. So, Artsun began launching price points that were from $299 to $400.
00:47:18
Speaker
And this is the price at which you were seeing maximum sales. I am discounting the sales. I am discounting the sales. I am discounting the sales. I am discounting the sales. I am discounting the sales. I am discounting the sales. I am discounting the sales. I am discounting the sales. I am discounting the sales. I am discounting the sales. I am discounting the sales. I am discounting the sales. I am discounting the sales.
00:47:41
Speaker
If you look at my channel, you can see the online brand. And if you look at my website, you can see the online brand. You can see the online brand. You can see the online brand. You can see the online brand. You can see the online brand. You can see the online brand. You can see the online brand. You can see the online brand. You can see the online brand. You can see the online brand. You can see the online brand. You can see the online brand.
00:48:12
Speaker
It's not a bad thing, it's not a bad thing. It's not a bad thing, it's not a bad thing. It's a bad thing, it's a bad thing. It's a bad thing, it's a bad thing. It's a bad thing, it's a bad thing. It's a bad thing, it's a bad thing. It's a bad thing, it's a bad thing. It's a bad thing, it's a bad thing. It's a bad thing, it's a bad thing. It's a bad thing, it's a bad thing. It's a bad thing, it's a bad thing. It's a bad thing, it's a bad thing. It's a bad thing, it's a bad thing. It's a bad thing, it's a bad thing. It's a bad thing, it's a bad thing.
00:48:42
Speaker
We are even sharing a big billion days here. Then, channels are also given off us. We are trying to understand the schemes. But on January 1st, we are not going to be able to do this. We are going to be able to do this. So, we will be able to do this. Positioning has not taken a discount on us. We are not going to be able to do this.
00:49:09
Speaker
and channels will be able to push them. Because, online, there are big channels that will push them to the path of them. Offline, we are one of the fastest growing brands. But online, we are the fastest. There are other brands that are growing, or might be growing faster, or there can be other brands which are doing similar things. But, online, consumer buys offers. They don't only buy the grant.
00:49:37
Speaker
Very, very, very fickle loyalties appear. The real game happens offline. Where you manage the brand. And once your distribution is getting built, you have power to spend on ATM. Because you will be able to justify these things. So, it was very clear that we have to become pure, only brand. Our advertising spending TV should help us getting a dent on our online sales notes. And while it's yours.
00:50:07
Speaker
that our spends on YouTube also ensure that our sales is happening offline. That was very important and where we carved out that PPP, CRF, RFP. Products in Malamirakumkumadi Facewash is my top selling product. Number one, we started that product not two years back. It was a fresh launch and came into portfolio one year after the launch. And now we sell close to 50,000 units a month.
00:50:38
Speaker
But saying so I made the path to 99,000 online. So that time, you know, in that portfolio curation, category, price points were carved out. We were digital first in our sales. But strategy, we were offline. They're offline guessability.
00:51:07
Speaker
So, and they started helping us out actually in terms of a lot of things. May 21, when we launched here, 9 months into the business, March 22, we closed our first round. So, and first round again, you know, ever in the history, in the country, seared around from the pro-consumer inventors, or the employees of this. And it was inbound, inbound to May 2,
00:51:37
Speaker
We want to invest in it. But they sent you a cold message saying we want to... Surat Keshan is a partner at the fund. So he said that I've been tracking you by some Khadiyas in 6 days. We loved the Khadiyas in Shruti. But we knew the challenges around it. But we were surprised that you guys pivoted and created something suddenly within a span of one and a half year, two brands. And the other brand is now burning so much of love.
00:52:05
Speaker
So all of the learnings were there to give that large initial portal. And Mars, we were able to see it. So over on complete level, when you do 1.25 to 1.35, in any way. That thing was all online. Mars, you were all online.
00:52:31
Speaker
But you had started your offline journey. On the structuring side, strategy side, distribution side. As a result, you were signing up wholesalers and distributors. We were not signing up distributors. We were building the team. Very important fact was, Sridhar was an HR manager. So she was, in her last shoot-over, before joining Katy Singh, she was full-time. She was HR business partner for India and Asia Passover.
00:52:58
Speaker
for one of the largest companies globally in the aviation business called Bombardier Track Coalition. So Bombardier was the world's third largest company after Airbus and Boeing. And she was the HR business partner there, where she used to not hire but work with the leaders. That's how how does it build an organization with a normalization.
00:53:21
Speaker
that how does your team is capable enough of driving a P&L and with that organization within normal and which becomes a cohesive, strong, high-performing system. You know, when I was a kid, I was a brand-new kid, and when I was a kid, I didn't know how to do it. So I was a big part of it. I didn't know how to do it. I didn't know how to do it. I didn't know how to do it. I didn't know how to do it.
00:53:51
Speaker
And when you have to enter offline, it's a very large inventory working department. It was in online. So the steps, how do you like, whatever things you need to get tried before you launch offline? Like what was your journey to launch offline? Sure. See, it's a little bit of a finalisation. Or other, the hella step, it will go zero. So then I'll put that it really fine.
00:54:16
Speaker
So, what do you do? You make a terrible right move. Tier 1. Tier 2. Why Tier 1? Why Tier 2? Can we do Tier 2 right now? Or should we do Tier 1?
00:54:30
Speaker
When people have gone through this journey, they are going through the same price product, same price product, same price product, same price product, same price product, same price product, same price product, same price product, same price product, same price product, same price product, same price product, same price product, same price product, same price product, same price product, same price product, same price product, same price product.
00:55:12
Speaker
So, in terms of taking
00:55:25
Speaker
If you want to restart your brand, you have to have specific locations to start. But if you want to have a specific channel to start, you have to have offline journey. One would be our own stores. If you don't have a channel, you have to go to the store. If you don't have a reason, you don't have to go to the store. If you don't have 45% margin, you have to go to the display, or you have to go to the website.
00:55:56
Speaker
But what is B? You are saying Naikar is an offline store to sell? It is a shop shop. It is a shop shop. If you buy it, it will sell it. If you sell it, it will sell it. If you sell it, it will sell it.
00:56:17
Speaker
If you look at it, you can see that it is a target. It is a counter. If you look at it, you can see that it is a counter. If you look at it, you can see that it is a counter. If you look at it, you can see that it is a counter. If you look at it, you can see that it is a counter. If you look at it, you can see that it is a counter. If you look at it, you can see that it is a counter. If you look at it, you can see that it is a counter. If you look at it, you can see that it is a counter. If you look at it, you can see that it is a counter. If you look at it, you can see that it is a counter.
00:56:48
Speaker
And sellout is what consumers are buying. The store is... Okay. It displays the stock. It displays it. Although in an offline business, it is given that the manufacturer or the distributor will bear the cost. Not the retail. If you look at it, you can see that there is a lot of land load.
00:57:12
Speaker
Unfortunately, there is a lot of people in the land. So, they have to go to the beach. They have to go to the beach. They have to go to the beach. They have to go to the beach. They have to go to the beach. They have to go to the beach. They have to go to the beach. They have to go to the beach. They have to go to the beach. They have to go to the beach. They have to go to the beach.
00:57:43
Speaker
I am a consumer.
00:58:10
Speaker
And if you don't have traffic, you have to go to the X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or X-Fazy or
00:59:01
Speaker
These were inside the mines, like round shores across the top.
00:59:06
Speaker
Not a B.S. tier 1 mall, not a D.L.F. circuit in Vindel. If you go to our end to work, you are going to be a 4-dealer. Specifically in Tier 2 and R markets, you are going to fall in the next quarter. You are going to fall in the next quarter. You are going to fall in the next quarter. You are going to fall in the next quarter. You are going to fall in the next quarter. You are going to fall in the next quarter. You are going to fall in the next quarter.
00:59:41
Speaker
And this was data-driven decision-making based on applications, locations, etc. Or band opposite to the larger anchor beauty store line. There will be a night out, there will be a health and care. But there is that light fan of TG coming in, there will be beauty person here.
01:00:09
Speaker
Take it. So you said two channels, one is own store. What is the second? Second was the SIS general trade stores. SIS is store in store. Not in, not with people like a shop or a store or a health and beer or like add that type.
01:00:29
Speaker
But with rice, BPC in the country, if you look at brands like Vario, LACME, these guys have been running a large number of SISs across. So for example, LACME runs close to 5,000 pounds in India, where their own trained staff, who sells LACME, are similar to Floria. So they exist across India.
01:00:58
Speaker
Same one. Where are you? Right now in Delhi, for example, you go to Lajpatnagar. Central one. So Lajpatnagar will have large beauty show, which is like a Baldev or someone else. No matter how big is the online Nikon. Children will go there. Children will love him.
01:01:23
Speaker
So, as I told you, across the country, there is an increase in the country, which is nearer to the country, which has a strong retention on the country. We have been converging with both of them, and we have been working with them for the last year of July.
01:01:43
Speaker
This is only beauty stores where even like say you have this modern bazaar, it's all these slightly larger modern kind of apartments. Then we started testing with supermarkets, supermarkets, we calling it. And we started testing in South Mexico, South America, South America, South America, South America, South America, South America, South America, South America, South America.
01:02:06
Speaker
Yeah, because Vivid are coming there to buy saris. So obviously, plus running already. Amazing.
Offline Expansion Strategy
01:02:15
Speaker
Okay. So 600 SIS you have as on day. And how many kiosks? We still run 20 only. We have started our first whole store in Goan. EPO is what? Exclusive brand outlet.
01:02:37
Speaker
Okay. And so that would be like a proper shop, like you take a store that completes and you know, she size with a store of a Kama or a forest. This store for us has come up in on a Phoenix Citadel Mall. It is Asia's largest mall that we need to attend in God. It's on ground floor, left to our store is Keel's right bar shop.
01:03:05
Speaker
Opposite, we have NICA and I will be there. We cannot open large store, we don't need. So we typically need a 250 to 300 square feet. Now we will, we will be more looking at store and we have more, you know, partners that are joining. People want to take franchisees, people want to take part value. And we look at partners operating that.
01:03:36
Speaker
What is your revenue currently? And what is the split? How much offline? How much less?
01:03:53
Speaker
Amazing. Online would largely be marketplaces, right? I think your own website contribution is typically very good. It has started increasing on the last months for those. So we had purposely stopped the investments before we raised our series, because we were expecting your own company. So since May, we have come back to build the entire U2C jam.
01:04:23
Speaker
So, obviously it is not, so Amazon ship cart now can then website.
01:04:34
Speaker
So, you raised about this 3 million round, that was a seed round, and that you used for offline expansion.
01:04:55
Speaker
In this march, it was again, at that time, it was 35% off-line, 65% off-line. So, all these off-line walls were built. In the last four, five, six, five, six, five, a lot, a lot, a lot.
01:05:27
Speaker
So we are in a mega growth phase right now. You raised quite a bit of funds after that 3 million round. First you raised 15 million in November, then you raised rather 12 million this year. We raised in March for it. Let me raise March for it.
01:05:49
Speaker
Okay. Okay. Okay. Maybe there's some errors. Around three minutes and then we're exposed to 12.2 million.
01:06:03
Speaker
Okay, okay, okay. How come Bipro didn't invest more? I would have thought that he would be like a strategic investment for them. Eventually acquisition. We are not now, but eventually maybe. We will build a lot. The vision is a big open. Bipro came as a pure financial investment. Bipro, they have a consumer venture.
01:06:30
Speaker
the same mum is interested in practical grants like power, fees, bank account, a lot of other things. So they don't come through a strategy. Obviously, you know, I would tell her it would be more of a strategic partnership or a strategy.
01:07:09
Speaker
So because we would consolidate in terms of buying a smaller Ayurveda brand, which had been worked quite some time across the country. Give them a larger platform, be it in India or export. In the next one to two years, we will be talking in the US countries. There will be a lot of free compliances, formulation rules. In the next 45 years, we will be talking America also.
01:07:10
Speaker
But you know what we've realized that the opposite we have in the way we are doing it.
01:07:36
Speaker
Wow. We would build out a global competition a lot. Amazing. So you're saying 20, 2028, 29, you'll be at 1500 or top line. How much of this would be outside India? How much would be from India? So typically 300 odd converse would come outside of 20% off.
01:08:06
Speaker
Okay. The, the larger question you still see is also not very far. So it's important for founders to understand when you, when you are out there to raise capital,
01:08:32
Speaker
and there is some interest in the consumer brand space out of India. They would look at your performance in their support. How are you? So, eventually, outside India, there have been a lot of players in our city which are doing a lot of trickling. Because they are trading Indian products. They are not building out a brand.
01:08:53
Speaker
We have to build the brand in one specific country. It was certainly large because the category we operate in has one of the largest. India is somewhere around $11 billion. And when we couple it with VPC, it's $30 billion. And 1000 crores is not even scratching the surface.
01:09:13
Speaker
So, if you have not built out a strong brand in one specific country and your country of origin is India, people will not put out the value on you or yourself. So, countries below, you know, because it has a strong market position in the US, then it will require multi-million investment there itself.
01:09:42
Speaker
then it will be country-specific investment that way. And that will be the next phase of where we go all out. So it's important that, you know, because raising external capital right now is the toughest period to be in. But if I am an investor, I would love
01:10:09
Speaker
Look at India, across India, it's brand new. But for the next two or three years, it will slowly grow to a 20% rate. But it will never go beyond that. Even to take to that 20% rate will have a lot of effect.
01:10:32
Speaker
You will be entering into any country is not that difficult. But again, the same effort is required. You have to do digital marketing. You have to have a motor. Because we have other face wars. So we have to fight face wars. We have to fight face wars. We have to fight face wars. We have to fight face wars. We have to fight face wars. We have to fight face wars.
01:11:21
Speaker
We will have to be judiciously equalised. Otherwise, everyone is in a start-up environment. I find it too funny these days. If you are looking only at profitability from a start-up, then let's build out a lot of time. Let's not also chase growth. Let's also not say that there are parts that might be over. If you don't have time, you can't do that.
01:11:24
Speaker
Yeah, you'll end up spreading your capital truth if you try and copy it and so on.
01:11:48
Speaker
Then, but yeah, still, you know, we have been, you know, bootstrapped. We have always delivered good value. So, there has, there have to be right things. So, at least even if there is a burn, your growth should be there, everyone. It should not be there here. Burn, constant growth. You have to burn constant growth, because there is a stagnant growth. Constant nature. Constant nature. You have to burn constant growth. You have to burn constant growth.
01:12:28
Speaker
What is the opinion evolution of the product range? Evolution of the product we are not seeing now we have more than 50 plus products.
01:12:41
Speaker
from the products in the entire face care category. Skin care and face care is one of the largest products. What we have realized is that consumers have evolved a lot. So we work on specific terms and an entire regime around those. Say for example, Bob sending category
01:13:02
Speaker
ingredient is Kumkumadi. Kumkumadi is a blend of the essential Ayurvedic herbs. The matching concentration is of sap. And we also added Boreda spirit. And we have our 9th product. We have a phase 2, 3, 3, 3 soy. Then we have an under eye also. We have lip here also.
01:13:31
Speaker
Now, this Kumpumadi present ingredient, you know, has been very beneficial for anti-aging or, you know, giving new agents. Now, again, I'll come back to one thing that, if you look at the ingredients, it's extremely good. But if you look at the audience, it's not anti-aging. If you look at the ingredients,
01:13:59
Speaker
youthful and radiance. How do we give you an always young and always growing skill? And that's how we created the entire range and it really connected with the younger range. The youth of India is buying tak kumbh wadi range because they want to look always young, always young. And that begins the campaign on tak kumbh wadi range keeps you always young.
01:14:24
Speaker
And then beyond that, we realize that we will have to have, say, one entire range around acne, an entire range around pigmentation, an entire range around dark spots and open pores. So all betas can meet our hair, meet our legs, or any ranges which we have intact.
01:14:45
Speaker
R4, you know, one console and minimum five odd products giving that, uh, and dial, you know, you know, ensuring that we are giving that better. So it helps us in one, you know, having better attention. It helps us in having better TV. That is the, uh, basket. And also helps us drive very good. Because for some of the other product, when it is getting over, consumer will come back and replenish that.
01:15:15
Speaker
So that has been a very clear strategy. Similarly, in here, we have three large consolidations. One is an anti-dandruff, which is a top-selling range, which is a blend of methi, and a few other roles. Methi are large. So we have oil, shampoo, foundation, mass, syrup. Again, five products. And again, similar strategy.
01:15:38
Speaker
So, recently we entered into the, because I told you that we want to become the holistic. So, Health & Wellness just got added to 10 or products in the whole world. But Health & Wellness has very specific, you know, sniper weapons. Every Health & Wellness product has a sub-brand. Say for example, our Shilajit is called IU of Josh, where it is slightly more refined and
01:16:11
Speaker
And we don't want Shilajit. What is Shilajit? I am not aware. Shilajit is a multi-vitamin, 7 press. So Shilajit is one of the oldest forms of firewood.
01:16:29
Speaker
So, it's extracted through a black rock. Black rock has a pelvic acid or what are essential minerals. Jewel is extremely good for metabolism.
01:16:44
Speaker
And then it gives benefit on sexual wellness. Because for stamina and performance, your other things have to first, again, you know, input and output. Stamina and performance are internalist immunity and metabolism. And when you have a product, you have to exist. But when you have sex, you have to have sex. You have to have sex.
01:17:10
Speaker
But we have been surprised that Indian Chillatteer in the US is being sold to also women for weight loss, for better immunity and metabolism. Because if the immunity of metabolism is not good, weight loss is not good. So, that's why within India, now we also have invested in this very important product. We have been able to do a lot of communication changes.
01:17:42
Speaker
We give you that boost you should be and you should always feel energetic. And then you get the benefits of Shillad. Similarly, we have other 8-9 products in health and well, let's say women's health, we have IU care, which is a PCOD. We have a screen which we have used.
01:18:06
Speaker
We have a mental anxiety, migraine, relief. All health and wellness products will come with some brand of IT. We have all the, you know, ease of treatment, some formulation. Health and wellness, basically, we have a lot of channels. Because all your channels are geared towards beauty. We are going in all pharma channels.
01:18:36
Speaker
In next one, two, one and a half years, we won't be available at almost one and a half years. Okay. And you'll have to educate the pharmacist also. We will have our digital health clinic going like very soon. One acquisition fund for the UK to spread awareness. We'll have our own digital health clinic up and running.
01:19:01
Speaker
And this would be the online version of what you have, like in Patanjali centres, you have a practitioner who sits there and gives you advice. So this is like an online version of that. So when we have entered, we have entered, you know, with the full power, offline distribution, we can also test out.
01:19:33
Speaker
So we would be doing that, also we are tying up with IU for doing that. We can do certain pharmacies of their hundred or pharmacy that put certain doctors in place and get all the counter-granting, store-granting, outside-granting.
01:19:54
Speaker
and position it off to drive awareness, knowledge around the area. But for digital equity, we will have the digital health clinic. And also, we have built out an entire mission, which is driving a corporate value of wellness.
01:20:14
Speaker
we have a team of doctors in office, only 10-odd doctors. So, which are positioned with who co-operative. He said of the entire time, he asked, you know, try, you know, get me some knowledge about it.
01:20:37
Speaker
I'm just wondering why I get into health and wellness now. There is still so much hedger of beauty personal care. Why not just focus on that? There is no be focusing for BBC at all. So BBC will grow a great way. But if you look at global threats, US is forecasting 2030 within the US month alternate health
01:21:03
Speaker
will supersede this vertically and this side of the healthcare, which is like when you have a problem, you are taking this seriously. Alternate healthcare is seeing a great threat, extremely great, and again going back to our own journey, we got solutions
01:21:24
Speaker
When we were following light street, we were following consultation, we were eating healthy, we were eating preventive herbs, and we were applying herbs. So that's an entire strategy with that we want to become the holistic iron. Because iron is to give you a faster solution.
01:21:55
Speaker
So if we don't build out our health and wellness and we wait for five years, so my consumers will not be aware that we do health and wellness. And which is important for our own consumers well.
01:22:12
Speaker
Okay, got it. You would probably need to invest in a digital therapeutics product for this, right? Something which helps people follow the regimen. Because like you said, it's a mix of diet, consuming something. You can evaluate things from existing companies in the space. There are means for companies.
01:22:34
Speaker
They've never been able to scale up because monetization is difficult in this space. That's why we always focus on monetization first. How do we create a love for the products? And then we create ourselves out of simple product. So there have been start-offs in the same space. We also look at, can we acquire rather than building it from scratch? Can we bring it in a portfolio?
01:23:02
Speaker
We plug and play the entire manufacturing strength that we have, product that we have, and it would help the technology, digital health of the day. But, you know, see, we don't feel we work. We help, and unless, only, does we have a better company, we sell projects. But, we tend to go to alternative power tools, all of them for you.
01:23:31
Speaker
It's then to justify what we spend, we'll have the entire offline spend in pharmacies already in next year. And we are in 30,000, 40,000 companies host. And then we start spending online, consumer is not willing to buy online, and go to a mere shop and bought by the tech firm. But we're still, you know, once they have made a purchase, online is running. So he'll definitely come back sometime on the online.
01:24:00
Speaker
So, eventually, yes, you know, it's easier said than done. But we will have to track every one of us. How do you ensure that consumer is at least buying somewhere? It's not going out of the way. Otherwise, generally, we will fall off to there. So, personally, that's why we were holding back the health and wellness complaint. He said testing is important.
01:24:26
Speaker
And, you know, let Islam do this. FNB mini jar. Um, Joe, they knew rain would be form factors would be capital or which is easily edible. Do you manufacture in house now or is it still with third party? We've invested in the whole of you today.
01:24:57
Speaker
What does that mean? Invested like you have done equity funding of some manufacturers. So that they are tied into you deeply and long-term commitments. But we don't move ourselves. We sell out of the surprise home. Having a strong man.
01:25:24
Speaker
And I guess for a young company, it makes more sense to not do everything at the same time. There is no intent also. Even for next two years, a lot of companies, a lot of friends of mine started setting up their unit. Once you get into that, you cannot build a brand. Your focus will not... So right now, it's important for us to build market. How we build that trust? Yeah, I talk about trust.
01:25:54
Speaker
Okay. Okay. And your R&D, new product development, that is like, how does that happen? Like you have, I really think doctors who do the research. We have certified R&D guys, chemists, I will adopt those. Building more. We are adding more folks in that team because our requirement is going out now.
01:26:18
Speaker
PPCMS is getting more complex due to the lack of hardware. We have to extend the load from the hardware. We have to expand the load from the hardware. We have to expand the load from the hardware. We have to expand the load from the hardware. We have to expand the load from the hardware. We have to expand the load from the hardware. We have to expand the load from the hardware. We have to expand the load from the hardware. We have to expand the load from the hardware. We have to expand the load from the hardware.
01:26:41
Speaker
So the game for us is now that how do we say only build up, we could see separately within beauty and some part of it. When we look at now beyond the 600,000 and 50,000, we'll have to go to the larger unmet view. We have already started. But to really go deeper into
01:27:11
Speaker
you will have to have the right products. Otherwise, everything will come back, right? Or everything will come back, right? And everything will come back, right? And everything will come back, right? And everything will come back, right? And everything will come back, right? And everything will come back, right? And everything will come back, right? And everything will come back, right? And everything will come back, right? And everything will come back, right? And everything will come back, right?
01:27:45
Speaker
And what about your marketing? Like in the early days, it was largely Google sales book. That was your primary channel. Now, how is that about where you are today? Now, this is 360.
01:28:01
Speaker
social media marketing, EPO, all digital assets like Facebook, Google, Amazon, Flipkart,
Marketing to Younger Audiences
01:28:11
Speaker
Nikon. We also started doing ATL testing in large partnerships. We were sponsoring this year, we were responsible there. We tied up with MTV for all of their large conical properties like
01:28:34
Speaker
because what we want to do is that how does this young generation come into Ayurveda. This young generation is to be regrouped and along when these properties running we have the television ads. We also have brand films.
01:28:52
Speaker
So Kajal is a celebrity and an investor in the brand that we also co-created a product which is called Kajal by Kajal which is again a product for us. And then we also do a lot of on brand, a lot of retail activations and a lot of
01:29:20
Speaker
I think it's a good idea to have a team like this. I think it's a good idea to have a team like this. I think it's a good idea to have a team like this.
01:29:50
Speaker
Okay. My last question to you. So what is your advice to young aspiring founders? I am a very strong believer that this decade is art. It's an extremely great phase to be in India to build up a dance or be a viewer. Only the consumers of global
01:30:19
Speaker
No, there's a lot of brands outside of India. But it should not be built from the, you know, that middle capitol race capitol. First, you need to get your hands to understand all of this that we were discussing and then go out to race capitol so that you get judiciously spent that capitol.
01:30:49
Speaker
And also, if we stick to the consumer sector, we have most of the consumer brands have very good gross money. So, eventually, if your margins are, say, 60-70% gains,
Advice for Young Entrepreneurs
01:31:03
Speaker
So, back of your ad use, one should be aware here, how can I read about it? Even if I am reading, it should not be from a tech company's perspective, right? With their larger goals can be either on product or on, you know, only user app. So,
01:31:22
Speaker
figuring that out, first it's important that we are not in it for a short time, not in it for a month. Only, yes, see when you are putting in so much effort or time for getting well for a good future. Everything will be important to put your head down for a initial few years.
01:31:51
Speaker
execute execute execute and plug it with 0 execute because if you have the idea 10 other people will have the same idea but who executes it faster and better and now plugging it with path optimization it was
01:32:12
Speaker
It's a brilliant time. Obviously, I see it from the rural downtown. I saw a really big investment circle. There is no third of the capital for the grant. We raised it with more difficult times than a lot.
01:32:29
Speaker
and build the best. So see Drowned from Get Pro, and Zingwa from 6th and 6th century. Within this realm we have Altair, Strive, Rapacta, Popula founders, Amartya. So if you are building it right, there is no doors of passion.
01:32:48
Speaker
You know that you, so, and obviously, you have a problem. If you look at the product, you can see that there is no market. That's why, you know, any product is defined. It is not also defined by error. It is called product market. Product market should be used.
01:33:13
Speaker
channel. Otherwise, the word India is so complex, it's important that it has a very specific
01:33:30
Speaker
And that brings us to the end of this conversation. I want to ask you for a favor now. Did you like listening to the show? I'd love to hear your feedback about it. Do you have your own startup ideas? I'd love to hear them. Do you have questions for any of the guests that you heard about in the show? I'd love to get your questions and pass them on to the guests. Write to me at adatthepodium.in. That's adatthepodium.in.