StartupTalky presents Recap’24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.
Fintech sector of India is going a transformation, with digital lending emerging as a key driver of financial inclusion. High demand for hasstle-free lending pushes companies to adopt AI risk management and automated processes. Technology is reshaping the whole industry, the companies are bridging financial gaps and providing needs of salaried professionals.
In this article of Recap’24, we spotlight Rupee112, a digital lending platform that redefines how salaried employees manage emergency funds. StartupTalky had the chance to speak with Mr. Vikkas Goyal, Founder of Rupee112, about the company’s mission to simplify borrowing through AI solutions. Its rapid growth across 45 cities, and its efforts to promote sustainability with Green Loans. Goyal lastly shared plans into Rupee112’s expansion beyond metro cities and its commitment to transparency and customer-centric innovation.
StartupTalky: What inspired the launch of Rupee112, and how does it address the financial challenges of salaried professionals?
Rupee112 was inspired by the need to revolutionize financial accessibility for salaried professionals across India. By leveraging cutting-edge technology, the company offers instant access to emergency cash through a seamless, 100% digital, and paperless experience. This approach addresses common financial challenges like delayed salaries, unplanned expenses, and restricted access to credit for individuals with less-than-perfect credit scores.
StartupTalky: Rupee112 has seen rapid growth with over 10,00,000 app downloads and operations in 45 cities. How have your AI/ML-powered solutions contributed to this success?
The AI/ML-powered solutions enable Rupee112 to provide a data-driven, digital-first lending approach. These technologies facilitate faster loan approvals, accurate risk assessment, and personalized solutions, ensuring customer satisfaction and operational efficiency, which have been key drivers of the company’s rapid growth.
StartupTalky: Your lending process is 100% digital and paperless. How does this enhance user experience and simplify borrowing?
The fully digital and paperless lending process ensures a quick and hassle-free user experience. Borrowers can apply for loans through the mobile app, with quick disbursal. This eliminates the need for physical documentation, long queues, and complex procedures, making borrowing more convenient and accessible.
StartupTalky: What are Rupee112’s Green Loans, and how do they promote sustainability while meeting customer needs?
Rupee112’s Green Loans are an initiative to promote sustainability by offering inclusive financing solutions for eco-friendly purposes. These loans support environmentally conscious projects while maintaining the company’s commitment to meeting diverse customer needs in a responsible and sustainable manner.
StartupTalky: What challenges did Rupee112 face while entering the lending space, and how did you overcome them?
Entering the lending space involved challenges like gaining trust in a highly competitive market, addressing regulatory requirements, and building a robust technological framework. Rupee112 overcame these obstacles by ensuring transparency, operating in a regulatory-compliant ecosystem, and investing in advanced AI/ML technologies to streamline processes and establish credibility
StartupTalky: Transparency is a core value. How do you ensure customers fully understand the loan process and avoid hidden fees?
Rupee112 ensures transparency by clearly communicating all terms and conditions upfront, providing a breakdown of fees, and avoiding hidden charges. This commitment helps build trust with customers and establishes the company as a reliable financial partner.
StartupTalky: What marketing strategies have been most effective in achieving rapid growth, and can you share any successful growth hacks?
Rupee112 has focused on digital marketing, app-based promotions, and leveraging AI-driven customer segmentation for targeted campaigns. Growth hacks such as simplifying the loan application process and highlighting the 10-minute disbursal feature have also contributed to driving app downloads and user engagement.
StartupTalky: Does Rupee112 plan to expand beyond metro areas into smaller cities? How do you see the potential of these markets?
Yes, Rupee112 has plans to expand beyond metro areas. Smaller cities offer significant potential due to the underserved financial needs of their populations. By leveraging its technology-driven approach, Rupee112 aims to provide accessible and inclusive financial services in these markets.
StartupTalky:What lessons has your team learned since launching, and how will these shape Rupee112’s future?
Not relevant.
StartupTalky: As a fintech founder, what’s one piece of advice you would like to share with aspiring fintech founders looking to enter the financial services industry?
The key advice is to prioritize customer trust by being transparent and regulatory-compliant while leveraging technology to solve real-world financial challenges. Innovate with a focus on user convenience and always ensure that your solutions are inclusive and accessible.
StartupTalky presents Recap’24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.
Digital lending market in India is experiencing quick growth, followed by high demand for accessible financial solutions. By 2029, this sector is going to see potential expansion, driven by in AI-driven credit assessments and a shift toward paperless, hassle-free lending experiences.
In this article of Recap’24, we feature BharatLoan, a fintech company revolutionizing digital lending for salaried professionals. StartupTalky had the privilege to chat with Mr. Amit Bansal, Founder of BharatLoan, who shared insights into the company’s growth— simplifying the loan approval process to leveraging AI/ML for great customer experiences. Bansal chatted on BharatLoan’s growth, milestones, and vision for the inclusive financial ecosystem. It includs new offering like Green Loans and self-employed financing solutions.
StartupTalky: What inspired the creation of BharatLoan, and how does it address the financial needs of salaried professionals in metro cities?
Mr. Amit Bansal: BharatLoan was inspired by the need to provide salaried professionals in metro cities with quick access to emergency funds. The platform simplifies the borrowing process through a hassle-free, 100% digital experience, offering loans even to those with less-than-perfect credit scores. By focusing on speed, convenience, and accessibility, BharatLoan effectively addresses the financial pressures faced by this demographic.
StartupTalky: What has been BharatLoan’s biggest milestone in 2024, and what factors contributed to its rapid growth?
Mr. Amit Bansal: BharatLoan’s biggest milestone in 2024 is becoming the fastest NBFC to surpass 1 million app downloads in June and the company has now achieved over 5 million app downloads. This achievement reflects its strong customer adoption, driven by a seamless, 100% digital loan process, an inclusive approach to lending, and leveraging AI/ML-powered solutions to streamline loan approvals and enhance customer experience.
StartupTalky: How does your 100% digital and paperless loan process differentiate BharatLoan from traditional lenders and other fintech platforms?
Mr. Amit Bansal: BharatLoan’s fully digital and paperless process eliminates cumbersome paperwork, long approval times, and complex procedures commonly associated with traditional lenders. Its streamlined app-based approach ensures faster approvals and disbursals, offering salaried professionals immediate access to funds. This innovation sets it apart from other platforms by prioritizing speed, convenience, and user experience.
StartupTalky: What challenges did BharatLoan face while entering the traditional lending ecosystem, and how were they overcome?
Mr. Amit Bansal: BharatLoan navigated challenges such as building credibility in a competitive and highly regulated market, earning customer trust, and seamlessly integrating advanced technologies into traditional lending frameworks. These obstacles were transformed into opportunities through unwavering adherence to regulatory compliance, the creation of a secure and trustworthy ecosystem, and the strategic use of AI/ML technologies to provide faster, more reliable, and inclusive loan services.
StartupTalky: AI and ML play a significant role in your operations. How do these technologies enhance customer experience and decision-making?
Mr. Amit Bansal: AI and ML enable BharatLoan to automate credit risk assessments, provide personalized loan offerings, and ensure faster approvals. These technologies help predict borrower behavior, streamline operations, and enhance customer satisfaction by delivering tailored solutions quickly and accurately.
StartupTalky: What new services or loan categories are you planning to introduce and how do they align with your vision of a sustainable future?
Mr. Amit Bansal: BharatLoan is committed to expanding its portfolio with services that align with its vision of creating a sustainable and inclusive financial ecosystem. Recently, the platform introduced Green Loans, designed to provide affordable financing for solar energy solutions and electric vehicles (EVs). This initiative not only promotes environmental sustainability but also makes renewable energy and eco-friendly transportation more accessible to individuals and businesses, contributing to a greener future.
In addition to Green Loans, BharatLoan is planning to launch Self-Employed Loans aimed at empowering entrepreneurs and small business owners. By addressing the unique financial needs of the self-employed segment, these loans will foster economic growth and support individuals in achieving their business aspirations. Together, these offerings reflect BharatLoan’s commitment to driving sustainability and inclusivity while ensuring access to financial products that create a positive impact on both the environment and society.
StartupTalky: Customer satisfaction is critical in the financial services industry. What steps does BharatLoan take to ensure a smooth and positive borrowing experience?
Mr. Amit Bansal: BharatLoan prioritizes customer satisfaction by offering a seamless digital application process, transparent terms with no hidden fees, and quick loan disbursals. It also ensures 24/7 customer support and uses data-driven insights to address customer needs effectively.
StartupTalky: What marketing strategies have been key to achieving over 1 million app downloads? Can you share any specific growth hacks that worked well?
Mr. Amit Bansal: BharatLoan’s marketing success stems from a combination of targeted digital advertising, referral programs, and strategic partnerships. Data-driven campaigns on social media and search engines ensured visibility among salaried professionals, while affiliate programs bring in new customers. engaging content marketing, and festive campaigns further drove downloads and user engagement.
StartupTalky: What trends and opportunities do you see in India’s financial lending industry in the next 2-3 years, and how do you plan to capitalise on them?
Mr. Amit Bansal: BharatLoan foresees opportunities in expanding digital lending services to underserved markets, such as Tier 2 and Tier 3 cities, and offering environmentally focused financing solutions. The company plans to capitalize on these trends by enhancing its AI/ML capabilities, introducing new products like Green Loans, and targeting a broader audience with inclusive and accessible lending solutions.
Growth Hack: BharatLoan fostering higher user retention and encouraging organic sharing. This approach significantly boosted app downloads and customer loyalty
StartupTalky: For aspiring fintech founders, what one piece of advice would you share from your journey with BharatLoan so far?
Mr. Amit Bansal: The key advice is to focus on customer-centric innovation while ensuring strict compliance with regulatory requirements. Build trust through transparency and leverage technology to create seamless and inclusive financial solutions that address real customer challenges.
StartupTalky presents Recap’24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.
The Indian hair care market is projected to reach a volume of $3.57 billion by 2029, growing at a rate of 3.02% between 2025 and 2029. One brand leading the charge in this space is Traya. By blending Ayurveda with modern dermatology and nutrition, Traya provides personalised solutions to address hair loss at its root causes.
In this edition of Recap’24, StartupTalky connects with Saloni Anand, Co-Founder of Traya. She shares the story behind Traya’s journey, the challenges she and her co-founder Altaf faced, and how they are building a brand focused on providing effective and reliable solutions. Anand discusses the brand’s unique approach, innovative strategies, and research that set Traya apart in the competitive hair care market. From introducing AI-powered diagnostics to conducting clinical studies, Anand explains how Traya delivers real results for over 8,00,000 customers.
StartupTalky: What is Traya, and what inspired you to start this brand focused on solving hair loss problems?
Ms. Saloni Anand: I used to be a regular employed professional with a stable position at a SaaS company while my husband, (& Co-Founder of Traya) Altaf, immersed himself in the startup world. His dedication was admirable, but it came at the cost of his health. Prioritizing work over nutrition and sleep took its toll, leading to elevated thyroid and uric acid levels, weight gain, and hair loss. Witnessing his struggle was challenging, but we remained determined to find a solution.
At that time everyone in the market was selling quick fixes such as shampoos, oils, and external products to combat hair fall. Many hair products made several claims of reversing hair loss in no time. None of these claims were effective. This created a significant gap in addressing the issue. Root causes of hair loss such as diet, stress, and overall health were overlooked in tackling the problem.
Exploring various remedies, from Ayurvedic treatments to dermatological therapies, yielded no desired results. Then, we encountered an Ayurvedic practitioner who suggested alternative solutions. Initially skeptical, Altaf decided to give it a chance. Incorporating allopathic, dermatological, and nutritional approaches, his health began to transform. Shedding extra pounds, normalizing thyroid and uric acid levels, and regrowing hair brought immense relief.
Witnessing Altaf’s remarkable transformation, we shared our journey with friends, sparking inquiries about his hair journey. Realizing that not everyone experienced identical results, we paused to reflect. This realization inspired us to launch Traya, initially attracting 50 customers. Transitioning into the role of hair coaches, we collaborated with experts to assist them closely and get on a call with them daily to track their progress.
Within just 5 months, 36 of our customers witnessed significant improvements, marking the inception of Traya. Our vision is clear: to help people grow their hair in a market full of products but with little success. We’ve experienced the struggle personally, driving our focus on delivering better results for our customers. This commitment has guided our evolution into what we are today.
StartupTalky: What products and services does Traya currently offer, and what unique features set them apart in the hair care market?
Ms. Saloni Anand: What sets Traya apart is our innovative and holistic approach to addressing hair loss. Rather than offering quick fixes, we focus on identifying and tackling the root causes of hair fall. Recognizing that hair loss is a highly individualized issue, we’ve developed a comprehensive approach by combining the expertise of Ayurveda, Dermatology, and Nutrition. This unique combination enables us to tailor treatments to each customer’s specific needs, understanding that the factors contributing to hair loss vary from person to person.
A cornerstone of our success is Traya’s hair test, a data-driven and AI-powered innovation developed during the pandemic by Altaf, our team of doctors, and myself. This diagnostic tool uncovers the underlying causes of hair fall, whether related to stress, hormonal imbalances, or nutritional deficiencies, allowing us to craft personalised and effective solutions.
Unlike many competitors, Traya prioritizes customer trust and data security by utilizing a robust in-house CRM system to securely store consumer data on our own servers. This commitment to safeguarding sensitive information reinforces our reliability and builds confidence among our customers. Our collaboration with healthcare experts, including dermatologists, nutritionists, and Ayurvedic practitioners, ensures that our approach is both effective and safe.
By combining diverse medical perspectives, we’ve developed a truly holistic solution that genuinely makes a difference, strand by strand. Understanding the challenge many people face with consistency, we’ve implemented a unique model featuring a vast network of dedicated hair coaches, Traya’s magic. Each customer is paired with a hair coach who guides and supports them throughout their personalised hair care journey, ensuring they stay motivated and on track. With an efficacy rate of 93%, this model has proven to be highly effective, helping over 8,00,000 customers achieve healthier, stronger hair.
StartupTalky: What new products, features, or initiatives have you introduced to improve customer experience and outcomes in 2024?
Ms. Saloni Anand: In 2024, we have continued to enhance our customer experience and improve outcomes through innovative products, research-driven initiatives, and consumer awareness campaigns. Our product portfolio has expanded with carefully formulated solutions designed to address individualized needs. Highlights include serums, oils, and supplements like Traya Nourish Oil which targets hair fall and related concerns. A significant milestone was the launch of the Santulan range, featuring products such as Traya Meno Santulan, Traya PCOS Santulan, and Her Santulan, which cater to female-centric issues like PCOS, menopause, and postpartum care. This strategic expansion has allowed us to diversify our offerings and reach a broader customer base.
To foster holistic well-being, we launched the second season of India’s first health podcast, What The Health!, where we debunk myths and provide evidence-based insights on topics such as Ayurveda, gut health, postpartum care, mental wellness, and more. By engaging with industry experts and exploring a wide array of health-related topics, the podcast has become a trusted resource for individuals seeking informed guidance on health and fitness.
This year also marked a groundbreaking achievement in hair loss research. Traya conducted a six-month study with 135 male participants aged 18 to 45, comparing the efficacy of Traya’s Customised Hair Regimen against Minoxidil in managing male pattern hair loss. The study, conducted in collaboration with MS Clinical Research Pvt Ltd, revealed that Traya’s regimen was three times more effective in improving hair density, challenging the long-held belief that a single serum like Minoxidil is sufficient to treat hair loss.
In addition, our latest initiative, #QuestionTheClaim, focuses on consumer education and awareness by addressing misleading marketing narratives in the hair care industry. This campaign empowers consumers to understand hair science and identify exaggerated claims, such as those made by products that promise a 99% reduction in hair fall. With these developments, Traya has reinforced its commitment to providing transparent, research-backed, and customer-centric solutions.
Traya Products
StartupTalky: How has the hair care industry changed in recent years, and how has Traya adapted to these changes to stay ahead?
Ms. Saloni Anand: The hair care industry hasn’t seen much meaningful change in years, with many brands relying on marketing gimmicks instead of real solutions. Lots of brands promise one product wonders that claim to reverse hair loss in just 3-4 weeks. While these claims sound appealing, they fail to address the deeper problem. Hair loss isn’t something that can be fixed overnight, it takes time, typically 4-6 months, to see real results because the process involves tackling internal issues rather than offering quick, superficial fixes.
Many brands also use incomplete and misleading testing methods to support their claims. For instance, some focus on reducing hair breakage instead of hair fall from the roots, or they compare their products against non-conditioning shampoos to show better results. Claims like “reduce 99% hair breakage with every wash” often confuse consumers, making them think these products solve hair loss, when in reality, they don’t address the root causes. These tactics leave customers disappointed and without lasting solutions.
At Traya, we’ve always believed in challenging these outdated practices and offering something better. Our approach combines Ayurveda, nutrition, and dermatology to create personalised solutions that actually work. To back this up, as I mentioned above, we conducted a one-of-a-kind clinical study, something rarely seen outside the pharmaceutical world. Over six months, we worked with 135 participants and used advanced tools like Trichoscan® and CaseLite to ensure accurate and reliable results. The results were extraordinary. Traya’s 3X approach doesn’t just manage hair loss, it redefines it.
By addressing the root causes using a blend of ancient wisdom and modern science, we proved that lasting hair regrowth is possible, without shortcuts or quick fixes. This study not only validated our solutions but also put Ayurveda on the global map as a credible approach to hair care.
At Traya, we’ve stayed ahead by focusing on time-tested, research-backed solutions that are transparent and effective, proving that managing hair loss is about personalization, patience, and evidence, not marketing gimmicks.
StartupTalky: Can you share some of the key business strategies or growth hacks that have worked well for Traya over the years?
Ms. Saloni Anand: Over the years, Traya has implemented several innovative growth strategies that have significantly contributed to our success. To optimize our marketing efforts, we built robust attribution and measurement models that connect data from ad platforms, Google Analytics, and CRM sources. This allows us to track and evaluate the performance of various channels effectively. By activating new channels and measuring their incrementality, we’ve been able to identify high-performing platforms and allocate resources wisely.
We also use first-party data to create custom audience segments based on factors like gender, age, hair loss stage, and symptoms. This helps us tailor our messaging across multiple channels, including Google, Facebook, YouTube, WhatsApp, email, OTT platforms, and affiliates, ensuring our campaigns resonate with diverse audiences.
One of our most significant achievements has been establishing an in-house content studio. This setup enables us to produce high-quality content for all our digital marketing needs, including celebrity films, podcasts, photoshoots, and YouTube videos, without relying on external agencies. To maintain consistent brand language, we follow an aggressive review mechanism with detailed checklists for every piece of content, even something as small as a thumbnail copy. This level of rigor has helped us reduce creative costs to less than 8% of our marketing spending while ensuring a unified brand voice across all platforms.
In 2022, we transitioned from an assisted sales model to direct sales, where users purchase directly from our website. To support this shift, we focused on creative experimentation, producing over 80 video assets for testing and optimization. Using insights from these experiments, we developed a strong content funnel strategy that effectively guides users through their journey.
A standout tactic was our “Instagram testing bed,” where we used our social media audience to gauge the effectiveness of content pieces. This approach helped us refine our messaging and contributed to a 130% increase in users. Doctor and coach videos also played a pivotal role in sustaining growth by leveraging trust figures that resonate with our audience.
In July 2022, we launched our first celebrity campaign, which resulted in a 120% revenue hike. Since then, we’ve partnered with various celebrities, including A-listers like Rajkummar Rao, Ayushmann Khurrana, Patralekha, and Neena Gupta. While hair loss is a sensitive topic in the industry, we cleverly positioned our campaigns to focus on the broader issue without implying that the celebrities themselves faced hair loss. This strategy not only opened doors for more collaborations but also strengthened our brand positioning, particularly among female audiences. Our growth has been rooted in understanding customer needs and adapting our strategies accordingly.
StartupTalky: What were your biggest 2024 challenges, and how did your team overcome them?
Ms. Saloni Anand: One of the biggest challenges we have faced since inception is addressing the widespread misconceptions about hair loss, especially those related to genetics and stress. Many people believe that hair loss is either inevitable or solely caused by stress, making it hard to shift the conversation toward a more scientific and holistic approach. Additionally, despite access to advanced research and technology, a large segment of the educated audience in India continued to prefer traditional home remedies (ghar ke nuskhe) over scientifically backed treatments. Convincing them to trust proven methods over these remedies was a significant hurdle.
Another challenge was the reluctance of individuals to prioritize their health and stick to consistent self-care routines. Many delayed starting treatments, worsening their hair loss over time. For instance, a study we conducted revealed that a significant portion of young adults aged 21-25 progressed from Stage 1 to Stage 2 of the Norwood Hair Loss Scale simply because they didn’t seek timely intervention.
To tackle these challenges, we focused on education as our primary tool. We made it a priority to simplify communication, explaining not only the symptoms of hair loss but also the root causes and how our treatments address them. We introduced a personalised approach through our hair coach framework, assigning every customer a medically trained coach. These coaches work closely with doctors to adjust treatment plans as needed, ensuring a smooth and tailored experience.
Gathering feedback also played a crucial role in overcoming these obstacles. By using feedback forms to track progress, we could adapt our products and treatments to meet evolving customer needs. This allowed us to stay aligned with what our consumers truly needed and expected from us.
Another common misconception we addressed was around Minoxidil, often regarded as the ultimate solution for hair loss. While it’s an effective and extensively tested molecule recommended for decades, Minoxidil only offers a temporary fix, managing hair loss superficially without addressing the root cause. We educated our customers about the limitations of one-size-fits-all solutions and emphasized the importance of holistic treatments that tackle the root causes of hair loss.
Our Traya treatment regimen, for example, combines Ayurveda and modern science, creating customised plans based on each consumer’s lifestyle, diet, gut health, and other factors. By focusing on education, personalization, and ongoing support, we not only overcame these challenges but also strengthened trust in Traya as a brand committed to delivering real and lasting solutions to hair loss.
StartupTalky: How do you keep your customers engaged to stop churn? Can you share specific customer retention initiatives or loyalty programs that have proven successful for your brand?
Ms. Saloni Anand: At Traya, customer engagement is at the heart of everything we do, ensuring that our customers feel supported and valued throughout their hair care journey. One of the ways we maintain this connection is through our personalised approach. Every customer is assigned a dedicated hair coach who provides ongoing guidance, helping them stay consistent with their routines and making adjustments as needed. This hands-on support builds trust and keeps customers engaged, reducing churn significantly.
Our innovative use of data has also played a crucial role. Traya’s revolutionary hair test uses data and AI to identify the root causes of hair fall, whether it be stress, hormonal imbalances, or nutritional deficiencies. This personalization ensures that customers see real results, increasing their loyalty to our brand.
Additionally, our in-house CRM system securely stores customer data, enabling us to offer seamless experiences while prioritizing data security, another factor that strengthens trust. Content marketing has been a game-changer for customer engagement. Sharing real-time customer testimonials and before-and-after transformations on social media has created a strong sense of community. Seeing real people achieve genuine results resonates deeply with our audience, inspiring them to stay committed to their own treatments. We also share valuable tips on hair health and educational content to keep our audience informed and invested in their hair care journey.
Collaborations with influencers and experts have further strengthened our engagement efforts. Campaigns like #HopeForHair with actor Rajkummar Rao helped us connect with diverse demographics, showcasing Traya as a brand that understands and addresses individual needs. We’ve also leveraged data-driven insights to create impactful initiatives. For instance, a study involving 2.8 lakh women across India revealed that 71.19% of them experience medium to advanced stages of hair loss. Using these insights, we’ve focused on raising awareness about timely intervention and holistic solutions, encouraging customers to prioritize their hair health.
Our digital-first approach ensures customers can easily access our services through a user-friendly website, complete with detailed information about our approach and proven results. We actively engage with customers via social media and performance marketing, transforming them into enthusiastic brand advocates by listening to their feedback and showcasing their success stories. Over time we have built a customer base of over 8,00,000 loyal consumers for Traya.
#HopeForHair Campaign | Rajkummar Rao X Traya
StartupTalky: What are some key metrics you track to measure Traya’s growth and performance, and how do they guide your decisions?
Ms. Saloni Anand: At Traya, our consumers are at the heart of everything we do. Our primary goal is to provide them with personalised treatment plans designed to reverse hair loss and kickstart their journey toward healthy hair growth. We measure our success by the satisfaction and happiness of our consumers, making their positive experiences the ultimate marker of our growth and performance. To achieve this, we dedicate significant time and resources to research, development, and innovation. This ensures that every solution we offer is tailored to address the unique needs of each individual, delivering the best possible outcomes.
StartupTalky: What opportunities do you see for growth in the hair care industry in India and globally, and how do you plan to scale Traya’s reach in the future?
Ms. Saloni Anand: The hair solutions market in India is a $12 billion industry, and Traya is poised to disrupt it. With only 12,000 licensed dermatologists to address the needs of over 150 million Indians facing hair loss, the demand for accessible, doctor-backed solutions is undeniable. Traya’s goal is to bridge this gap and offer scientifically proven treatments that deliver sustainable results.
By 2025, we envision Traya becoming synonymous with hair loss and hair fall solutions, offering comprehensive treatments for both men and women. Our mission is simple – to help fight hair fall with expert-backed solutions, empowering our customers to regain their confidence. We also aim to educate consumers to have the expertise to identify false claims and options for expert-backed solutions. While we have already established expertise in male hair loss, we have also expanded into female hair care with the launch of our Santulan range, as part of our sustained approach to address female-specific causes like PCOS, menopause, and postpartum hair loss.
A key focus in our growth strategy will be expanding into non-metro Tier 2 and Tier 3 markets, ensuring our solutions are accessible to a wider audience. We also plan to invest further in research and development to enhance our product offerings, ensuring they continue to meet the evolving needs of our customers.
Looking beyond India, we see immense potential for international expansion. Hair loss is a global issue that affects people across genders and age groups, making Traya’s holistic, personalised approach relevant worldwide. Our deep understanding of gender-specific hair loss behaviors uniquely positions us to tap into new markets and serve a diverse customer base.
Ultimately, our vision for 2025 and beyond is to scale globally, while continuing to educate our customers and provide effective solutions. We aim to establish Traya as a trusted name in personalised hair care, known for delivering real, lasting results.
StartupTalky: As a female D2C founder featured in the Hurun Report, what advice would you give to aspiring entrepreneurs looking to build impactful brands in the health and wellness sector?
Ms. Saloni Anand: As a female D2C founder, my advice to aspiring entrepreneurs in the health and wellness sector is simple: believe in yourself and your abilities. Don’t let gender stereotypes or societal expectations hold you back. When I started Traya, I had an MBA but no prior entrepreneurial experience, yet I trusted my instincts and focused on building something meaningful. Challenges will come your way, but resilience and adaptability are key, every setback is an opportunity to learn and grow. Invest in continuous learning, stay updated with industry trends, and seek guidance from mentors and advisors who can inspire and support you.
Also, building a brand in the health and wellness sector goes beyond just offering products; it’s about truly understanding your customer’s needs and providing solutions that can improve their well-being. It’s about building trust and offering a personalised, thoughtful approach that resonates with people’s lives. With determination, hard work, and a clear purpose, you can achieve incredible things.
StartupTalky presents Recap’24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.
The beauty industry in India is transforming, with a growing emphasis on sustainability, transparency, and natural ingredients. A brand making a difference in this space is Soulflower, which combines Ayurveda with clean beauty to create unique products.
In this edition of Recap’24, we feature Natasha Tuli, Co-founder and CEO of Soulflower. She shares what inspired her to start the brand and how it reflects her passion for natural skincare. Natasha talks about Soulflower’s journey, its “Farm to Face” approach, and the challenges of promoting clean beauty in India.
Read on as Natasha also reveals the new product launches in 2024, her views on sustainability, and the future opportunities for clean beauty in India and globally.
StartupTalky: Soulflower has a unique approach to beauty rooted in Ayurveda and clean beauty. What inspired you to start the brand and shape its vision and philosophy?
Ms. Natasha Tuli: I’ve always been passionate about natural and effective skincare. Growing up, I experienced first-hand the harmful effects of chemical-laden products on my skin, which made me question what we were applying daily. That personal struggle became a driving force behind creating Soulflower, a brand built on providing pure, natural, and effective personal care solutions.
I wanted to offer clean, conscious hair and skincare that genuinely nourishes, heals, and rejuvenates, empowering people to embrace safe and sustainable self-care. Soulflower was born from this vision to redefine beauty with products that are as kind to the skin as they are to the environment.
StartupTalky: What new products or categories have you added in 2024? What is/are the USP of your products?
Ms. Natasha Tuli: In 2024, we expanded our portfolio with innovative hair and skincare products including the Rosemary Mint Light Hair Oil, Rosemary Water with Mint, Hyaluronic Invisible Sunscreen Gel, and Ceramide Face Gel Moisturiser. Each product is thoughtfully formulated with potent natural ingredients like hyaluronic acid, tea tree, aloe vera, and rosemary to deliver visible results without harsh chemicals.
Gen Z and Gen Alpha are increasingly mindful of the quality of the products they use and the potential side effects of harmful ingredients found in conventional options. They are aware of harmful chemicals, read labels carefully, and are willing to pay for better quality and transparent products. These generations actively seek natural alternatives to harsh chemicals like Minoxidil, valuing options that align with their preference for safety and sustainability.
Our unique selling proposition lies in our commitment to farm-fresh, natural ingredients sourced from our own sustainable farms in Banswara, Rajasthan. With a focus on efficacy and purity, Soulflower’s Rosemary hair care range has become India’s Naya Tel for hair growth, setting a new standard for quality and results in natural beauty solutions. We focus on cruelty-free, ethical sourcing and sustainable practices to ensure every product remains unadulterated, organic, and effective, all at an affordable price.
At Soulflower, we aim to keep people’s hair and skin happy by offering clean beauty solutions that nourish and transform, while staying true to our promise of purity, transparency, and sustainability. For more details about our products and philosophy, you can explore more on our website at www.soulflower.in.
Soulflower Products
StartupTalky: What is your ingredient sourcing process, and how does it contribute to Soulflower’s product quality and business growth?
Ms. Natasha Tuli: At Soulflower, our ingredient sourcing process is rooted in sustainability and quality. We work directly with local adivasi farmers in Rajasthan, sourcing farm-fresh, natural ingredients that are cultivated using traditional and sustainable farming methods. By growing and harvesting on our own farms, we ensure that every ingredient meets our stringent quality standards and retains its potency and efficacy.
Our “Farm to Face” approach not only guarantees transparency and traceability but also positively impacts local communities by supporting their livelihoods. This control over the supply chain enables us to deliver products that are not only highly effective but also environmentally responsible, enhancing consumer trust and loyalty. Our commitment to quality and sustainability has been instrumental in driving Soulflower’s growth and establishing us as a trusted name in clean beauty.
StartupTalky: What are some of the biggest challenges you’ve faced while promoting clean beauty in India, and how did you overcome them?
Ms. Natasha Tuli: One of the most significant challenges in promoting clean beauty in India has been raising awareness about the benefits of natural ingredients and the potential harm caused by chemical-laden products. To address this, we invested heavily in creating content that highlights the advantages of clean beauty. By engaging directly with our community through social media, blogs and interactive campaigns, we’ve built trust and informed our customers.
We also leveraged certifications like ‘FDA Approved’, ‘PETA Approved’ and ‘Ecocert Cosmos Organic Certified’ to establish credibility and reassure consumers of the safety and efficacy of our products. Through consistent messaging and community engagement, we’ve been able to make clean beauty more accessible and desirable across India.
StartupTalky: With availability across e-commerce and quick-commerce platforms, how has your distribution strategy evolved to meet changing customer needs?
Ms. Natasha Tuli: Our distribution strategy has transformed significantly to align with the evolving preferences of modern consumers. Recognizing the increasing demand for convenience and quick access, we’ve expanded our online presence through leading e-commerce platforms ensuring Soulflower products are available to a nationwide audience.
Additionally, we’ve partnered with quick-commerce platforms, enabling delivery within minutes for customers seeking instant access to hair and skincare essentials. To complement this, we’ve strengthened our offline footprint by forging strategic partnerships with retail outlets. This omnichannel approach allows us to meet diverse customer preferences, offering seamless shopping experiences whether they prefer the speed of quick-commerce, the variety of e-commerce or the personalized service of in-store shopping.
StartupTalky: How do you engage with customers to build loyalty and ensure repeat purchases in such a competitive market?
Ms. Natasha Tuli: At Soulflower, customer satisfaction is at the heart of everything we do. We actively listen to feedback and use it to refine our products and services, ensuring they meet the evolving needs of our customers. Social media plays a key role in building a strong and engaged community where we develop meaningful connections and conversations with our audience.
To enhance loyalty, we offer exclusive deals, personalized recommendations and loyalty programs that reward repeat purchases. Our focus is on creating an authentic and enriching experience that goes beyond the product itself, making customers feel valued and appreciated in every interaction.
StartupTalky: What marketing strategies have been most effective for Soulflower, especially in promoting your #CleanBeauty philosophy? Are there any particular campaigns/strategies that worked well for you?
Ms. Natasha Tuli: Social media has been a cornerstone of our marketing strategy, allowing us to connect directly with our audience. Platforms like Instagram and YouTube have proven invaluable for sharing skincare tips, product demonstrations and behind-the-scenes insights into our #CleanBeauty philosophy. Influencer collaborations have amplified our message, while user-generated content builds trust and engagement by showcasing real customer experiences. Campaigns like Farm to Face, Clean Beauty and Cruelty-Free have resonated with our customers, highlighting our commitment to natural and sustainable beauty.
StartupTalky: As clean beauty becomes more mainstream, what opportunities do you see for the growth of this industry in India and globally?
Ms. Natasha Tuli: The clean beauty industry is on a transformative journey, with immense opportunities both in India and globally. As awareness grows, consumers are increasingly seeking products that combine efficacy with ethical and sustainable practices. This shift opens doors for brands to innovate with natural and cruelty-free formulations that align with these values.
In India, the quick commerce boom adds an exciting dimension, with customers expecting their clean beauty solutions delivered in minutes. This trend is set to redefine how brands engage with consumers, emphasizing speed, convenience, and accessibility. Globally, clean beauty is becoming a lifestyle choice and the demand for transparency and eco-consciousness is pushing the industry to new heights. At Soulflower, we’re thrilled to lead this movement, offering farm-to-face solutions that meet the evolving needs of conscious consumers.
StartupTalky: What role do you play in the day-to-day operations, and how do you ensure the brand stays aligned with its mission?
Ms. Natasha Tuli: As the founder of Soulflower, I am deeply involved in every aspect of the business. From product development and innovation to strategic partnerships and brand building, I strive to ensure that every decision aligns with our core values of sustainability, ethics and natural beauty.
I work closely with our team to set the vision and direction for the brand. This includes overseeing product formulation, packaging design, and marketing strategies. Additionally, I actively engage with our customers, listening to their feedback and incorporating their insights into our product development process.
To maintain brand consistency, we have a strong team of dedicated professionals who share our passion for natural beauty. We regularly conduct team meetings, workshops, and training sessions to reinforce our brand values and ensure that everyone is aligned with our mission.
StartupTalky: As a founder, what advice would you give to aspiring entrepreneurs looking to create a brand that prioritises sustainability and ethics like Soulflower?
Ms. Natasha Tuli: For aspiring entrepreneurs who prioritise sustainability and ethics, I would offer the following advice:
Stay True to Your Vision: Have a clear vision for your brand and stay committed to your core values.
Prioritize Sustainability: Incorporate sustainable practices into every aspect of your business, from sourcing ingredients to packaging materials.
Build Strong Relationships: Cultivate strong relationships with your suppliers, partners, and customers.
Embrace Transparency: Be transparent about your business practices and share your story with your audience.
Never Stop Learning: Stay curious, keep learning, and adapt to the changing needs of your customers.
Believe in Yourself: Entrepreneurship is a journey filled with challenges. Stay positive, believe in yourself, and never give up.
StartupTalky presents Recap’24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.
The beverages market in India is projected to grow by 3.43% from 2025 to 2029, resulting in a market volume of $4.6bn by 2029. The industry is experiencing a growing demand for premium, innovative, and ready-to-drink (RTD) products that fit modern consumer lifestyles. One company leading the way is Salud Beverages, a brand that has redefined social drinking with its unique range of RTD beverages.
In this edition of Recap’24, we spotlight Mr. Ajay Shetty, Founder, and CEO of Salud Beverages Private Limited. From conceptualising the idea to creating one of India’s most exciting lifestyle brands, Shetty shares valuable insights into the company’s journey, key milestones, and vision for the future of the RTD beverage market.
StartupTalky: Could you briefly share the story behind Salud Beverages and how it evolved from an idea to a leading RTD lifestyle brand in India?
Mr. Shetty: Salud Beverages was founded with the vision of creating a unique ready-to-drink (RTD) beverage that combines convenience, innovation, and lifestyle. Recognizing a gap in India’s beverage market for premium, pre-mixed drinks that cater to evolving consumer preferences, Salud set out to redefine social drinking experiences.
The brand’s journey began with its flagship product, Salud G&T 2.0, a refreshing gin and tonic crafted with high-quality ingredients and a focus on simplicity and flavor. The brand now emphasizes its dynamic range of flavored RTD beverages, including Salud Cranberry, Viking, and Fiesta. Each variant is crafted to deliver a distinct and refreshing experience that caters to diverse palates, reinforcing Salud’s commitment to innovation and quality.
In addition to beverages, Salud is also focused on strengthening its merchandise category. Recognizing the growing consumer desire for lifestyle products that reflect personal style and brand affinity, Salud is creating a curated range of premium merchandise. This includes clothing and accessories designed to embody the brand’s ethos of fun, freedom, and modern living. The merchandise line complements Salud’s core products, fostering a holistic brand experience that resonates with its community of young, trend-conscious consumers.
From its inception, Salud positioned itself as more than just a beverage company—it embraced a lifestyle ethos that resonates with the millennial and Gen Z audience. Its identity blends music, fashion, and culture, fostering a dynamic community around the brand. Collaborating with artists, hosting events, and curating experiences, Salud quickly grew into a lifestyle-driven label with a global outlook.
With a strategic focus on beverage innovation and a growing merchandise line, Salud is creating a holistic brand ecosystem. This approach positions Salud as more than a drinks label—it’s a cultural force at the intersection of premium beverages, contemporary fashion, and modern living.
StartupTalky: What are the key trends and opportunities shaping the Ready-to-Drink (RTD) beverage market in India?
Mr. Shetty: The Indian beverage market is undergoing a dynamic transformation, driven by changing consumer preferences that emphasize convenience, wellness, and premium experiences. Modern consumers, particularly millennials and Gen Z, are no longer looking for just a drink to quench their thirst—they seek products that resonate with their values and enhance their lifestyles. This shift has fueled the growth of the RTD (Ready-to-Drink) segment, which offers the perfect blend of convenience, premium quality, and innovative flavors.
With an increasing preference for mindful indulgence, RTDs have become the drink of choice for social gatherings and casual occasions, offering a balance of exciting flavors and ease of consumption. The rising demand for conscious, low-alcohol, and functional beverages reflects a growing focus on wellness, pushing brands to innovate and expand their portfolios to remain relevant.
In this rapidly evolving market, brands that prioritize premiumization, conscious options, and lifestyle-driven experiences are gaining traction. Today’s consumers seek more than just products—they value experiences that foster community, connection and shared passions. This shift from a product-centric approach to an experience-driven strategy is a defining trend in the industry, with success relying on meaningful engagement, the creation of brand loyalty, and the ability to adapt to future trends.
StartupTalky: How has the Indian consumer’s approach to RTD beverages changed in recent years, and how does Salud cater to these shifts?
Mr. Shetty: In recent years, the Indian consumer’s approach to RTD beverages has shifted significantly, reflecting broader changes in lifestyle, preferences, and wellness. Modern consumers, particularly millennials and Gen Z, are increasingly seeking convenience without compromising on quality. They are moving away from traditional, heavy alcoholic drinks in favor of lighter, ready-to-consume options that are both indulgent and mindful. This shift is accompanied by a growing demand for low-alcohol and functional beverages that align with their wellness goals.
Additionally, there is an increasing preference for premium, unique, and flavor-forward experiences in RTDs, as consumers are looking for drinks that offer more than just refreshments but also enhance their social and lifestyle experiences. As a result, RTDs are becoming more popular for casual consumption, house parties, and social gatherings where convenience and quality are paramount.
Salud Beverages has effectively tapped into these evolving consumer preferences by offering a range of premium, innovative RTD products that cater to the changing demands of the modern Indian drinker. The brand’s focus on creating high-quality, ready-to-serve beverages with unique flavor profiles positions Salud as a go-to brand for consumers looking for a balance of convenience and indulgence.
Salud’s portfolio, which includes drinks like Salud Cranberry, Fiesta, and Viking, offers a refreshing take on classic beverages. Additionally, Salud’s efforts to build a strong merchandise category and connect with consumers through experiences, such as branded events and collaborations, reflect the growing trend of lifestyle-driven consumption. By staying attuned to the needs of today’s conscious, experience-driven consumers, Salud is continuing to shape the future of the RTD market in India.
StartupTalky: Your production model leverages leased facilities. How has this strategy helped Salud scale operations while maintaining profitability?
Mr. Shetty: Salud operates through a leased production model, enabling the company to scale operations efficiently while maintaining profitability. This approach eliminates the need for significant upfront investments and the time required to build and own a distillery, allowing Salud to focus on product innovation and market expansion. Despite leveraging leased facilities, the company retains full ownership of its products, branding, and operations, ensuring complete control and consistency across all offerings.
StartupTalky: How was 2024 for Salud? What new products were added, and how did they perform?
Mr. Shetty: Last year, Salud focused heavily on expanding both its Ready-to-Drink (RTD) beverage offerings and merchandise category, with a strategic emphasis on strengthening the lifestyle aspect of the brand.
The RTD segment continued to thrive as consumer demand for convenient, high-quality, and innovative beverages grew. Salud maintained its position as a leader in this space with products like Salud Cranberry, Fiesta, and Viking, which offered a mix of premium flavors, quality, and ease of consumption. These RTDs cater to the growing trend of indulgent yet mindful drinking, appealing particularly to the millennial and Gen Z audiences who seek both convenience and wellness in their beverages.
Building on their success in RTD beverages, Salud launched limited-edition collections during the holiday season, specifically designed to appeal to Gen Z and Millennials. These ranges were a significant part of their strategy to diversify and connect with broader audiences. These unique, limited-edition collections generated significant excitement and bolstered Salud’s presence in both the RTD beverage and lifestyle categories.
This dual focus on innovative beverages and exclusive merchandise helped Salud not only expand its product offerings but also strengthen its cultural relevance, positioning itself as more than just a beverage brand but as a lifestyle movement.
StartupTalky: Salud has expanded into lifestyle merchandising and NFTs. How do these offerings align with your brand’s vision and consumer engagement strategy?
Mr. Shetty: Salud’s expansion into lifestyle merchandising and NFTs is a natural extension of the brand’s vision to not only provide premium beverages but also create a holistic cultural experience that resonates deeply with its community. At the core of Salud’s identity is a commitment to blending beverages, fashion, music, and pop culture into a unified lifestyle brand. This approach ensures that consumers are not just purchasing a product but are becoming part of a larger, shared experience that celebrates individuality and modern living.
The lifestyle merchandising initiative—featuring exclusive apparel, accessories, and collaborations—strengthens this brand ethos by offering products that align with the values and passions of Salud’s audience. This shift goes beyond traditional product offerings, creating a deeper connection with the consumer, and allowing them to engage with the brand in different ways, whether through fashion, experiences, or events.
Moreover, Salud’s foray into NFTs taps into the growing trend of digital ownership and collectibles, engaging tech-savvy and culturally aware consumers who are increasingly seeking exclusive, digital-first products. NFTs provide an innovative avenue for the brand to offer unique, limited-edition digital assets that resonate with the lifestyle of the modern consumer.
Both initiatives—merchandising and NFTs—are key components of Salud’s broader engagement strategy, designed to build community, foster loyalty, and position the brand as a cultural movement rather than just a beverage company.
StartupTalky: What challenges have you faced in the RTD industry, and how did you overcome them to make Salud successful?
Mr. Shetty: In the RTD (Ready-to-Drink) industry, Salud has faced several challenges, particularly in adapting to the rapidly changing market and understanding diverse consumer preferences.
One of the key hurdles was ensuring that our products aligned with the evolving tastes and expectations of modern consumers. As younger, urban consumers increasingly demand convenience, premium quality, and innovative flavors, Salud needed to stay ahead of these trends while maintaining the authenticity of our brand. We tackled this challenge by investing heavily in research and product innovation, ensuring that our RTD offerings not only met but exceeded consumer expectations for flavor, quality, and convenience.
Another significant challenge was navigating the complex regulatory landscape in India. Each state has its own set of regulations governing production, labeling, and distribution, which made compliance a careful and often time-consuming process. We overcame this challenge by building a strong understanding of the regulations in each market we entered and collaborating closely with local partners to ensure smooth operations.
Moreover, building a reliable distribution network was crucial. The RTD market is highly competitive, and finding trustworthy local distributors who aligned with our values was essential. By focusing on strategic partnerships and continuously adapting to market dynamics, we were able to successfully position Salud as a leading RTD brand in India. Our commitment to offering high-quality, innovative, and convenient products helped us not only overcome these challenges but thrive in the competitive RTD landscape.
StartupTalky: What are your plans to expand into new markets and launch new products to keep growing Salud?
Mr. Shetty: At Salud, we are actively focused on expanding our presence both locally and internationally to fuel our growth. Domestically, our strategy involves strengthening our footprint in key markets such as Pondicherry, Haryana, Rajasthan, Telangana, and Punjab. Internationally, we’re making significant strides through strategic partnerships that allow us to reach global audiences.
A pivotal step in our global expansion is our distribution agreement with Maritime and Mercantile International (MMI), a part of the Emirates Group. This 11-country, intercontinental partnership, starting with a successful launch in the United Arab Emirates, paves the way for further international growth. Moving forward, we aim to explore new markets that align with our brand ethos and premium offerings, targeting regions with a strong demand for high-quality spirits and RTD beverages.
Our expansion plans are guided by in-depth market research, localized marketing strategies, and scalable distribution channels to ensure that Salud resonates with diverse consumer bases while maintaining our brand’s core values. We are also actively seeking partnerships and collaborations that enable us to connect with international audiences on a deeper level.
On the product front, our commitment to innovation drives us to continuously develop new flavors and premium offerings that cater to the evolving preferences of our consumers. As part of this vision, we are thrilled to announce the launch of our brand-new Salud Shots in Goa. These shots are designed to resonate with our audience, seamlessly aligning with our expansion and product strategies.
By delivering an immersive and premium lifestyle experience, we aim to position Salud for global growth and make a lasting impact on the beverage industry.
StartupTalky: As a founder, what advice would you give to entrepreneurs entering the RTD market or similar industries?
Mr. Shetty: As a founder, one of the most valuable lessons I’ve learned is the importance of perseverance and adaptability. Challenges are inevitable in any venture, but your ability to navigate setbacks and stay resilient will define your success. Stay focused on your vision while remaining open to pivoting when necessary.
Understanding your market and customers is critical—seek feedback, listen to your audience, and consistently improve your product to meet their needs. While passion is essential, it’s equally important to approach business decisions with a level head. Keep emotions in check, maintain a strategic mindset, and view both successes and failures as opportunities to learn and grow.
Entering the RTD market or similar industries requires a balance of creativity, market insight, and a commitment to delivering quality, all while staying agile in the face of change.
StartupTalky presents Recap’24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.
The corporate gifting industry in India is gaining great popularity, with an increasing demand for unique, sustainable, and personalised solutions. A standout name in this space is Consortium Gifts, which has been redefining how businesses connect through thoughtful gifting since 1999.
In this edition of Recap’24, we spotlight Gaurav Bhagat, Managing Director and Founder of Consortium Gifts. From starting with a modest investment to building one of India’s leading corporate gifting companies, Bhagat shares insights into the brand’s journey, key milestones, and his vision for the future of corporate gifting.
StartupTalky: What inspired you to start Consortium Gifts in 1999, and how would you describe the company’s core services and offerings?
Mr. Bhagat: Back in 1999, it wasn’t inspiration—it was desperation. My family was facing a financial crisis, and I knew I had to act. Armed with just Rs. 10,000 drawn from a credit card and working out of my home with no staff, I set out to create a business that could make a difference. Fast forward 25 years, Consortium Gifts is now one of India’s leading gifting and promotional companies, serving industry giants like Microsoft, Amazon, Coca-Cola, and EY.
Our core services are centered on providing innovative, personalized gifting solutions tailored to the needs of global brands. Whether it’s creating memorable corporate giveaways, celebrating milestones, or enhancing employee engagement, our offerings are designed to build stronger connections. By blending sustainability, cutting-edge trends, and cultural relevance into our products, we’ve consistently delivered value that resonates across audiences.
StartupTalky: Your experience as a sales coach and Grant Cardone licensee is remarkable. How has it influenced your leadership style and the company’s growth strategy?
Mr. Bhagat: My journey as a sales coach and Grant Cardone licensee has profoundly shaped my leadership style and the company’s growth trajectory. Learning from one of the world’s top sales trainers taught me the power of 10X thinking—setting audacious goals and executing them with discipline and focus. This mindset has not only transformed how I lead but also how I inspire teams to embrace challenges and exceed expectations.
For Consortium Gifts, these lessons have translated into a bold growth strategy. For instance, we’ve leveraged data-driven insights to predict client needs, which has improved our client retention by 35% in the last three years. Moreover, Grant Cardone’s emphasis on scaling big has guided us in exploring untapped markets across Asia and beyond, contributing to our 20% year-on-year revenue growth.
What truly sets my leadership apart is a relentless focus on skill-building and adaptability. In today’s dynamic business landscape, 90% of leaders believe that agility is critical for sustained growth, and this has been at the core of how we operate. With every milestone, I’ve learned that leadership isn’t about being the smartest in the room; it’s about empowering others to achieve extraordinary results.
StartupTalky: With over 300 clients, including brands like BMW, Coca-Cola, and Deloitte, how does Consortium Gifts maintain high-quality and personalised services at scale?
Mr. Bhagat: With a client roster that includes BMW, Coca-Cola, and Deloitte, delivering high-quality and personalized services at scale requires a strategic mix of expertise, innovation, and collaboration. We achieve this by focusing on predictive client engagement—using data analytics to anticipate needs and create solutions proactively. For example, our AI-driven customization tools have increased order accuracy by 40%, ensuring each client receives precisely what aligns with their vision.
Leadership within IGC Global Promotions, a network of 41 top-tier gifting companies worldwide, gives us a unique advantage. Through this collaboration, we stay ahead of global trends and introduce products and ideas tailored to diverse cultural preferences. This approach has been pivotal in addressing the evolving expectations of corporate gifting in markets as varied as Europe, Asia, and the Americas.
To maintain quality, we also prioritize sustainability and innovation. In 2024, over 60% of corporations have shifted to eco-friendly gifting, and we’ve led this transformation by sourcing from ethical suppliers and introducing products like biodegradable tech accessories. Ultimately, our commitment to detail ensures that every gift reinforces the brand identity of our clients, making it memorable and meaningful.
StartupTalky: How do you determine which corporate gifting products will resonate with different industries and clients?
Mr. Bhagat: Determining the perfect corporate gifting solutions for different industries and clients is both an art and a science. Our consultative approach honed over 25 years, starts with asking the right questions—understanding our clients’ objectives, target audience, and brand ethos. This allows us to recommend products that aren’t just functional but leave a lasting impression. For instance, data shows that personalized gifts increase brand recall by 70%, and we’ve embedded personalization into nearly 80% of our offerings.
We also leverage industry-specific insights. For tech clients, innovative gadgets and sustainable tech accessories resonate, while in the luxury sector, premium leather goods and exclusive experiences are preferred. Staying ahead of market trends is essential; with the global corporate gifting market expected to hit $310 billion by the end of 2024, our team uses data analytics to predict trends and ensure relevance.
What truly sets us apart is the longevity of our relationships—some spanning over 20 years. This consistency reflects our ability to evolve with our clients’ needs and deliver solutions that amplify their investment.
StartupTalky: How does Consortium Gifts customise its products to meet diverse client requirements, and what role does technology play in this process?
Mr. Bhagat: At Consortium Gifts, customization is driven by a deep understanding of client needs and the latest technological advancements. We use state-of-the-art techniques like direct-to-fabric printing and UV printing for hard goods, which allows us to deliver exceptional quality and vibrant designs that align perfectly with brand identities. This has helped us achieve a 40% faster turnaround time on large-scale orders, something that our clients deeply value.
Our commitment to innovation goes beyond traditional methods. We constantly scout global trade shows in the U.S. and Europe to stay ahead of emerging trends. Recently, we’ve integrated 3D printing and rapid prototyping, which enables us to quickly bring conceptual designs to life and test them before full-scale production. This technology has not only improved the speed and accuracy of our customizations but also increased client satisfaction, with 95% of our clients reporting higher engagement with our tailored products.
Ultimately, technology empowers us to offer highly personalized solutions at scale. By blending these innovations with a client-focused approach, we’re able to continuously meet the unique demands of our diverse clientele while ensuring exceptional quality and precision.
StartupTalky: As the sole South Asian member of IGC Global Promotions, how has this partnership strengthened your global presence?
Mr. Bhagat: Since joining IGC Global Promotions in 2017 and stepping into the role of chairman in 2024, Consortium Gifts has been able to enhance its global presence significantly. Being the only South Asian member of this prestigious network has opened doors to exclusive opportunities across 40+ countries. The monthly online collaborations and biannual in-person meetings with industry leaders and stakeholders allow us to not only stay ahead of the curve but actively shape the future of corporate gifting.
This global partnership has allowed us to tap into regional trends, customer preferences, and best practices from diverse markets, ensuring that we offer uniquely tailored solutions. As a result, we’ve expanded our reach into key international markets, with exports now accounting for 25% of our total business. The insights gained from such a vast network have been invaluable in refining our products and services, empowering us to cater to the diverse needs of global brands and maintain our competitive edge.
StartupTalky: What new trends and opportunities do you see for the corporate gifting industry in the next 2-3 years?
Mr. Bhagat: The corporate gifting industry is poised for exciting growth in the next 2-3 years, driven by evolving consumer preferences and technological advancements. One major trend is the explosive rise of print-on-demand services. As companies look to reduce inventory costs and streamline logistics, print-on-demand solutions are expected to grow by over 40% annually, allowing businesses to offer highly personalized, on-demand gifts without the risk of overproduction.
Sustainability will also be at the forefront, with eco-friendly products gaining significant traction. Items made from recycled steel, aluminum, and even fabric made from ocean waste are gaining popularity, driven by both consumer demand and corporate social responsibility goals. According to recent data, 78% of consumers prefer brands that prioritize sustainable products, which is prompting companies to invest in eco-conscious gifting options. We’re particularly excited about the potential of these materials to not only reduce waste but also deliver premium, high-quality products.
With the demand for customized, sustainable products at an all-time high, the corporate gifting sector is set to become even more dynamic, offering brands the chance to make a positive environmental impact while strengthening customer and employee relationships.
StartupTalky: What are the different strategies you use for marketing? Tell us about any growth hack that you pulled off.
Mr. Bhagat: At Consortium Gifts, we adopt a 360-degree marketing approach, blending both offline and digital strategies to reach and engage our audience effectively. On the offline front, events and sponsorships have played a pivotal role in strengthening our brand presence. Whether it’s participating in major industry events or hosting exclusive gatherings, these interactions allow us to directly connect with our clients and prospects, building trust and long-lasting relationships.
In the digital space, we leverage every channel available. From social media campaigns and live webinars to interactive contests and podcasts, we ensure our brand is omnipresent. For instance, our recent podcast series saw a 30% increase in listener engagement, reflecting the growing demand for valuable, insightful content. Moreover, we’re heavily invested in public relations—something we realized years ago is just as important as the product itself. The idea is simple: you could have the best product in the market, but if you’re not well-known, it doesn’t matter.
As for a growth hack, one of our most successful strategies was an exclusive, time-limited offer for our corporate clients during key gifting seasons, combined with personalized consultations. This not only generated a 25% increase in sales within two weeks but also strengthened customer loyalty by providing tailored solutions. The key takeaway? Combining personalization with urgency can drive significant results in a short time.
We’re all-in on marketing because we understand that visibility and meaningful connections are the foundation of growth.
StartupTalky: What is your approach to building and maintaining strong partnerships with your suppliers and shipping partners like FedEx, UPS, and DHL?
Mr. Bhagat: We treat our suppliers and shipping partners like an extension of our team. The logistics landscape, especially with key partners like FedEx, UPS, and DHL, is critical to delivering on our promises to clients. One of the cornerstones of our approach is building long-term, transparent relationships based on reliability, performance, and shared goals. We ensure our partners are involved from the beginning, collaborating closely to align on everything from seasonal demand spikes to customized delivery requirements.
In recent years, we’ve focused on developing joint strategies to address global shipping complexities, particularly with the rise of e-commerce and international expansion. For instance, our seamless integration with DHL’s global network has allowed us to improve international delivery timelines by 15% in 2024, making us more responsive to our global clients. Additionally, we’ve established contingency plans with UPS to mitigate risks during peak seasons, ensuring that client orders are never delayed, no matter the challenges.
What sets us apart is our focus on data-driven decisions. By utilizing advanced analytics and real-time tracking, we ensure our partners are always equipped to meet the dynamic needs of our business. We are constantly refining these systems to improve operational efficiency and deliver superior customer service.
StartupTalky: What were the most significant challenges for Consortium Gifts in 2024, and how did you overcome them?
Mr. Bhagat: 2024 was a phenomenal year for Consortium Gifts, and I can honestly say we were fortunate not to face any major challenges. In fact, it turned out to be our best year yet, marked by significant wins and the laying of a solid foundation for an even bigger 2025. We experienced substantial growth, particularly in the premium gifting sector, which continues to see an increase in demand across industries.
That said, like any successful journey, we did face a challenge that taught us valuable lessons. Some brands we represented were undercutting us on price and not maintaining consistent pricing across different channels. This presented not just a business challenge but also a learning opportunity. We realized the importance of having a strong, in-house product portfolio, which allows us to maintain control over quality, pricing, and brand integrity.
By focusing on curating and expanding our in-house product offerings, we were able to shield ourselves from the volatility of external price fluctuations. This strategic move is already paying off and has positioned us for even greater growth in the upcoming year.
StartupTalky: What are your plans for Consortium Gifts in 2025 in terms of innovation, global expansion, and enhancing the customer experience in the corporate gifting industry?
Mr. Bhagat: 2025 is poised to be a transformative year for Consortium Gifts as we scale new heights in innovation, global expansion, and customer experience. Our immediate focus will be on strengthening our footprint across five major Indian cities, with Hyderabad, Bangalore, Pune, and Mumbai at the forefront of our expansion strategy. Additionally, we are set to move into a state-of-the-art, 40,000-square-foot facility in the NCR, which will serve as a hub for creativity, sustainability, and operational excellence.
On the product front, we’re gearing up to surprise our clients with groundbreaking innovations designed to redefine corporate gifting. Sustainability remains a cornerstone of our approach, with plans to launch eco-friendly gifting solutions that include materials like recycled steel, aluminum, and ocean-waste fabrics, aligning with the growing global demand for green practices. Studies show that 78% of consumers are more likely to engage with brands that prioritize sustainability—a trend we are fully embracing.
We’re also investing in cutting-edge branding technologies to deliver unparalleled customization and exploring advancements to shorten turnaround times without compromising on quality. With these plans in motion, 2025 is not just a year of growth but a year of delivering an elevated experience for our clients while contributing meaningfully to the corporate gifting industry.
StartupTalky: As a founder, what advice would you give to aspiring entrepreneurs looking to enter the corporate gifting or B2B industry?
Mr. Bhagat: The corporate gifting and B2B space has evolved drastically over the past 25 years. When I started, the market dynamics were different—today, the entry barriers are significantly higher due to factors like stringent compliance requirements, substantial capital investment, and the need for robust infrastructure. However, the rise of technology and e-commerce platforms has opened doors for niche players to carve out a space for themselves, even in a competitive environment.
My advice to aspiring entrepreneurs is simple: start small but think big. Test your ideas thoroughly, identify a niche, and focus on delivering exceptional value. Once you’ve validated your proof of concept, aim to scale strategically. As Grant Cardone says, move from ‘Tiny to 10X’ by leveraging technology and customer insights to drive exponential growth. For instance, the global corporate gifting market is projected to reach $350 billion by 2025, driven by trends like personalized, sustainable gifting—an area ripe for innovation.
Lastly, don’t underestimate the importance of building strong relationships. In a B2B industry, trust and reliability are paramount. Combine these principles with the agility to adapt to market trends, and you’ll be well-positioned to succeed in this dynamic space.
StartupTalky presents Recap’24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.
The fashion and lifestyle industry in India is seeing a rise in demand for inclusive, sustainable, and versatile designs. A brand name shining bright in the area is trueBrowns. trueBrowns blends ethnic wear with modern style, focusing on size-inclusive fashion that celebrates individuality. The brand offers products suitable for both everyday wear and special occasions.
In this edition of Recap’24, we highlight trueBrowns, known for its creative product launches, expanding retail presence, and meaningful customer connections. Udita Bansal, Founder of trueBrowns, shares insights into the brand’s journey, its recent achievements, and her vision for trueBrowns as a lifestyle brand that combines heritage and modern elegance.
StartupTalky: What inspired you to start trueBrowns, and how has your vision evolved over time?
Ms. Udita Bansal: I conceptualized trueBrowns to bridge the gap between traditional aesthetics and modern sensibilities in urban ethnic wear. My inspiration stemmed from the lack of size-inclusive brands that celebrate individuality. Over the years, my vision has evolved to transform trueBrowns from an apparel brand into a holistic lifestyle brand. With a focus on creating products that seamlessly blend ethnicity with contemporary elegance, I am committed to offering a lifestyle experience that resonates with everyday moments and special occasions alike.
StartupTalky: What were some notable achievements for trueBrowns in 2024, such as product launches, new features, or sales milestones?
Ms. Udita Bansal: trueBrowns, a brand celebrated for redefining contemporary Indian fashion, continues to innovate with exciting new launches and expansions that cater to the modern, discerning clientele. Here’s a glimpse of the latest milestones:
New Product Categories: trueBrowns ventures into fresh territories with the launch of versatile Sharara sets, men’s reversible jackets, and an exclusive range of woolen winterwear featuring phirans, three-piece jacket sets, and coordinated tops and bottom wear. Additionally, the introduction of thoughtfully designed rakhis made with Sterling Silver and 22K Gold Plating offers a unique touch of tradition blended with modern aesthetics.
Expanding Retail Footprint: Bringing the trueBrowns experience closer to customers, the brand has opened 10 new Shop-in-Shop (SIS) stores across the country, making its elegant and inclusive designs more accessible nationwide counting now to a total of 16 stores across the country today.
Musical Narratives for Iconic Collections: trueBrowns continues to celebrate the synergy of fashion and art with the release of two original music tracks inspired by its major collections. Phoolmandi by Wild Wild Women captures the vibrant essence of timeless blooms, while Par Na Karoon Main Bayaan by Echoes and Whistles evokes deep emotions, mirroring the brand’s philosophy of storytelling through design.
With each new venture, trueBrowns remains committed to celebrating individuality and heritage while embracing contemporary sensibilities.
StartupTalky: What key strategies do you use to keep customers coming back and reduce churn? Can you share a hack that works for you?
Ms. Udita Bansal: trueBrowns’ size-inclusive philosophy is a key factor in fostering deep customer loyalty. The brand’s focus on timeless, versatile designs ensures repeat purchases. A strategy that works particularly well is engaging with the community through social media, actively incorporating customer feedback, and initiatives like the ‘Relove’ platform, which build a strong emotional connection with the audience.
StartupTalky: What tools or platforms have been game-changers in running your business efficiently?
Ms. Udita Bansal: Some of the platforms and tools we commonly use to run our business are Google Trends, Google Analytics, Unicommerce, Simplex, and more.
StartupTalky: What is your overall marketing strategy, and how do you use organic channels like content and social media to connect with your audience?
Ms. Udita Bansal: trueBrowns focuses on authentic storytelling and community building. I always emphasize the importance of using social media to share not just collections but also the brand’s ethos of inclusivity, eco-consciousness, and modern living. Campaigns like ‘Relove,’ influencer collaborations, and behind-the-scenes glimpses have helped create a narrative that resonates with their audience, fostering long-term loyalty.
StartupTalky: What strategies did trueBrowns implement in 2024 to overcome challenges and maintain growth, and what key lessons did you learn from them?
Ms. Udita Bansal: trueBrowns continues to surpass its previous growth benchmarks by staying ahead of the curve and consistently aligning with emerging trends in fashion. The brand’s ability to balance contemporary aesthetics with timeless appeal ensures it resonates with a wide range of customers.
Key to this growth is trueBrowns’ commitment to maintaining accessible pricing, ensuring that its thoughtfully crafted designs remain within reach while upholding the highest standards of quality. This strategic approach strengthens customer loyalty.
The lesson learned was “Staying attuned to market dynamics ensures a clear understanding of evolving trends and customer preferences.”
StartupTalky: What metrics do you prioritise when evaluating the performance and growth of trueBrowns?
Ms. Udita Bansal: Some of the metrics that we prioritise for evaluating trueBrowns’ performance and growth include?
Organic impressions (Instagram)
Return On Ad Spend
Returning Customer Rate
StartupTalky: What trends or opportunities do you foresee for D2C brands in India and globally in the coming years?
Ms. Udita Bansal:
Indieworkwear
Versatile silhouettes
Comfortable fabrics
Omnichannel approach to growing the business
Building a robust customer loyalty base
StartupTalky: How do you plan to expand your customer base, product offerings, and team in the next 2-3 years?
StartupTalky presents Recap’24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.
In a world increasingly driven by health-conscious consumers, a brand committed to providing families with 100% organic, farm-fresh groceries sourced directly from farmers is MorningWale. The brand offers a wide range of regional organic products, including unique staples from every state in India. With the launch of its app, MorningWale has made it easier for customers to access high-quality organic products with seamless delivery.
In this edition of Recap’24, Nidha Patel, Founder and CEO of MorningWale, shares her insights on the brand’s journey, its expansion across India, products launched in 2024, and the steps taken to ensure sustainability and farmer empowerment. She also discusses how MorningWale is shaping the future of the organic product industry while staying true to its values of quality, health, and ethical business practices.
StartupTalky: What inspired the launch of MorningWale, and what sets your brand apart in the organic product space?
Ms. Nidha Patel: The idea for MorningWale was inspired by your vision to provide families with truly organic, regional staples while empowering farmers with fair prices.
What sets MorningWale apart is its focus on offering diverse staples from every state in India, direct sourcing from farmers to ensure quality and transparency, and its commitment to sustainability. The MorningWale App makes it convenient for families across India to access farm-fresh, 100% organic groceries with seamless delivery, creating a trusted connection between farmers and consumers.
StartupTalky: What new products or features have you introduced this year, and how have they been received?
Ms. Nidha Patel: This year, MorningWale achieved a significant milestone by launching its app Pan-India, making it easier for customers across the country to access 100% organic, farm-fresh groceries. Along with this expansion, MorningWale introduced an exciting range of new products, including Khapli Atta, a heritage wheat variety; Tulsi Honey, known for its medicinal properties; Dry Fruit Jaggery, a nutrient-rich natural sweetener; Millets, a highly nutritious grain gaining attention for its health benefits; and Khand, a traditional unrefined sugar.
A key focus for the year is promoting millets, aligning with the global emphasis on sustainable and healthy diets. These products have been very well-received, with customers appreciating their quality, authenticity, and nutritional value. The enthusiastic feedback reflects MorningWale’s success in delivering its promise of healthier living through sustainable, farmer-sourced produce.
StartupTalky: What are the key USPs of your products, and how do they reflect your mission of healthy living and sustainability?
Ms. Nidha Patel: The key USPs of MorningWale’s products include:
100% Organic and Authentic: All products are sourced directly from farmers using sustainable and chemical-free farming methods, ensuring they are pure and unadulterated.
Regional Diversity: MorningWale offers staple foods from every state in India, celebrating the country’s rich agricultural heritage while giving consumers access to authentic regional specialties like Khapli Atta and Khand.
Nutritional Excellence: Products such as Millet, Tulsi Honey, and Dry Fruit Jaggery are chosen for their high nutritional value, promoting healthier food habits.
Support for Farmers: By working directly with farmers, MorningWale ensures fair prices for their produce and empowers them to continue sustainable agricultural practices.
Eco-Friendly Practices: The entire supply chain emphasizes minimal environmental impact, from organic farming to eco-conscious packaging.
Reflection on the Mission of Healthy Living and Sustainability:
MorningWale’s focus on delivering chemical-free, nutrient-rich products helps families embrace healthier lifestyles. At the same time, its direct farmer partnerships and commitment to eco-friendly practices champion the cause of sustainability, aligning perfectly with the mission to create a healthier, more sustainable future for all.
StartupTalky: How has the dairy and organic product industry evolved recently, and how has MorningWale adapted?
Ms. Nidha Patel: The dairy industry has undergone significant transformation in recent years, driven by growing consumer awareness of health, sustainability, and ethical practices. Key trends include:
Demand for Organic and Chemical-Free Products: Consumers increasingly seek natural, chemical-free dairy products, avoiding synthetic additives and hormones.
Focus on Sustainability: There’s a shift towards eco-friendly practices in dairy farming, such as reducing carbon footprints and emphasizing animal welfare.
Rise of Artisanal and Regional Dairy: Consumers appreciate traditional, locally sourced dairy products, such as ghee and curd, for their authenticity and unique flavors.
Technology-Driven Supply Chains: Advances in cold chain logistics and digital platforms have improved the accessibility and freshness of dairy products.
How MorningWale Has Adapted:
MorningWale has embraced these changes by offering organic and farm-fresh dairy products sourced directly from ethical and sustainable dairy farmers. The focus remains on:
Chemical-Free Dairy: Ensuring that all dairy products, such as milk and ghee, are free from synthetic hormones and additives.
Traditional Practices: Promoting regional, artisanal dairy products like desi cow ghee, made using age-old methods for superior quality and nutrition.
Transparency and Freshness: Using technology to maintain cold chains and ensure fresh delivery to customers.
This approach aligns with MorningWale’s broader mission of promoting healthy living while supporting sustainable practices and empowering rural communities.
StartupTalky: What key metrics do you track to measure MorningWale’s growth and performance?
Ms. Nidha Patel: To monitor MorningWale’s performance and growth, we focus on the following key metrics:
Customer Engagement and Satisfaction:
Repeat Purchase Rate: Measures customer loyalty and trust in our products.
Customer Feedback and Ratings: Helps assess product quality and service efficiency.
App Performance: Metrics like app downloads, active users, and average session duration indicate customer engagement with the platform.
Product Performance:
Sales Volume by Product: Tracks the demand for individual products like millets, Khapli Atta, or Tulsi Honey.
New Product Adoption Rate: Measures how well newly launched products are received by customers.
Market Expansion:
Geographical Penetration: Tracks customer acquisition across regions post the Pan-India app launch.
Growth in Farmer Partnerships: This indicates how effectively we’re expanding our supply network to include more local farmers.
Sustainability Impact:
Organic Certification Compliance: Ensures all products meet the promised organic and eco-friendly standards.
Reduction in Carbon Footprint: Tracks the environmental impact of sourcing, production, and delivery operations.
Financial Metrics:
Revenue Growth: Overall sales performance and revenue growth year-over-year.
Customer Acquisition Cost (CAC): Measures the efficiency of marketing and customer acquisition strategies.
Profit Margins: Balances affordability for customers with fair pricing for farmers.
By closely monitoring these metrics, MorningWale ensures alignment with its mission of delivering sustainable, high-quality organic products while maintaining strong business growth.
StartupTalky: What major challenges did MorningWale face in 2024, and how did you overcome them?
Ms. Nidha Patel: In 2024, MorningWale faced several significant challenges, but strategic planning and commitment to its mission helped overcome them effectively:
Pan-India Expansion Challenges: Launching the app nationwide required scaling operations, logistics, and customer service to meet the needs of a diverse customer base.
Solution: MorningWale invested in robust technology infrastructure, optimized supply chains, and partnered with reliable delivery networks to ensure seamless operations across regions.
Farmer Network Expansion: Establishing trust and partnerships with new farmers across India was time-intensive.
Solution: MorningWale focused on transparent communication, fair pricing, and providing training to farmers on sustainable practices, strengthening its supply chain.
Promoting Millets: While millets gained global attention, many consumers were still unfamiliar with their benefits or how to incorporate them into daily diets.
Solution: MorningWale launched educational campaigns highlighting millet’s nutritional and ecological benefits and provided easy-to-follow recipes, making them more accessible and appealing to customers.
Rising Competition in the Organic Market: The growing number of organic brands made differentiation a challenge.
Solution: MorningWale’s USP—offering diverse regional staples, ensuring 100% authenticity, and emphasizing sustainability—helped establish trust and retain customer loyalty.
Maintaining Affordability: Balancing affordability for customers while ensuring fair wages for farmers amidst rising costs was a challenge.
Solution: MorningWale optimized operations and reduced intermediaries to maintain competitive pricing without compromising on quality or farmer compensation.
These efforts not only resolved immediate challenges but also reinforced MorningWale’s position as a trusted, sustainable organic brand.
StartupTalky: How do you retain customers and ensure loyalty? Can you share any successful initiatives?
Ms. Nidha Patel: To retain customers and ensure loyalty, MorningWale focuses on building trust, delivering quality, and fostering engagement. Key strategies include:
Uncompromised Product Quality: Offering 100% organic, farm-fresh products that customers can trust for authenticity and sustainability.
Educational Content & Recipes: Providing recipes and nutritional tips, especially for products like millets, helps customers make informed decisions and encourages repeat purchases.
Customer Feedback Programs: Incorporating customer suggestions into product improvements and new launches, ensuring customers feel valued and heard.
Reward and Referral Programs: Offering loyalty points and referral bonuses to encourage repeat purchases and customer advocacy.
Seasonal and Regional Promotions: Special campaigns, such as focusing on specific products, create excitement and increase customer engagement.
Exceptional Customer Service: Ensuring timely delivery and personalized service that enhances the overall customer experience.
Successful Initiative: Introducing New Varieties of Millets
As part of the millet promotion in 2024, MorningWale introduced new varieties of millets, educating customers about their health and ecological benefits. This initiative led to increased sales and strengthened customer loyalty, as customers appreciated the expanded options and the brand’s commitment to promoting sustainable and nutritious foods.
StartupTalky: What marketing strategies or growth hacks have worked best for MorningWale?
Ms. Nidha Patel: Key market strategies that worked best for MorningWale include:
Regional Focus with Pan-India Reach: Offering products from every state and launching the app Pan-India, expanding accessibility and reach.
Millet Campaign: Promoting millets as a nutritious and sustainable superfood, driving sales and customer awareness.
Customer-Centric Approach: Actively using feedback to improve products and services, fostering customer loyalty.
Referral and Loyalty Programs: Offering incentives to encourage word-of-mouth marketing and repeat purchases.
Farmer Partnerships for Transparency: Building trust by sourcing directly from farmers and ensuring fair pricing.
Technology and App: Enhancing user experience with the MorningWale app, streamlining orders, and providing personalized promotions.
Educational Campaigns: Sharing recipes and health tips, particularly about millets, to engage and educate customers.
Lab Reports for Transparency: Providing lab reports for all products on the app, ensuring full transparency and building customer trust.
These strategies have helped MorningWale expand its market presence, retain customers, and grow its brand.
StartupTalky: What are MorningWale’s future plans in terms of customer growth strategy, products, operations, and expansion?
Ms. Nidha Patel: MorningWale’s future plans for expansion focus on further strengthening its position in the organic food market while reaching more customers and promoting sustainability:
Geographical Expansion: MorningWale aims to extend its reach beyond Pan-India, exploring opportunities in international markets with a focus on countries where organic food demand is rising.
Product Line Expansion: Building on the success of existing products like millets, MorningWale plans to introduce more organic and health-focused products, including specialty grains, superfoods, and traditional regional items.
Sustainability Initiatives: The company will continue to enhance its sustainability efforts, focusing on reducing carbon footprints, adopting more eco-friendly packaging, and further supporting farmers with sustainable farming practices.
Technology Integration: MorningWale plans to improve its app and digital platforms, introducing advanced features like personalized product recommendations, subscription services, and AI-powered nutrition guidance to enhance customer experience.
Community Engagement and Education: Building awareness about healthy eating and organic living will remain a priority, with more educational campaigns, workshops, and collaborations to empower consumers.
Farmer Empowerment: MorningWale intends to increase its farmer partnerships, ensuring fair wages, providing training on sustainable farming practices, and expanding the farmer network across India.
Through these strategic initiatives, MorningWale is set to grow its presence, promote healthy living, and continue supporting sustainability in both food production and consumption.
StartupTalky: What is one piece of advice you would share with aspiring founders based on your journey with MorningWale?
Ms. Nidha Patel: One piece of advice for aspiring founders from MorningWale would be: “Focus on solving a real problem with authenticity and passion. Success comes not just from offering a product, but from creating something that genuinely makes a difference in people’s lives.”
Whether it’s providing healthier food options, empowering farmers, or promoting sustainability, always stay true to your vision and values. Building trust and offering real value to your customers will lead to long-term success.
StartupTalky presents Recap’24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.
The packaged nuts and seeds market in India is set to reach a projected revenue of $4959.3 million by 2030, driven by a rising demand for healthy snacks. ProV Foods is a leading brand in this sector that offers a wide range of dry fruits, nuts, seeds, berries, and healthy snacks sourced from trusted farmers worldwide.
In this edition of Recap’24, we spoke with Mr. DP Jhawar, CEO, ProV Foods, who shares his journey of building a brand that stands for quality and consumer trust in the dry fruits category. With over 2 crore units sold in 2024, Jhawar discusses how ProV is shaping the healthy snacking trend in India, utilising strong retail partnerships, e-commerce channels, and innovative products to drive growth. He also outlines the strategies to expand ProV Foods’ footprint, aiming for INR 1000 crore in sales by FY28.
StartupTalky: Tell us about ProV Foods. What does the brand stand for, and what products do you offer?
Mr. DP Jhawar: ProV was born out of a simple but revolutionary concept: to create a trustworthy brand in the dry fruits category to cater to the changing consumer trend of moving towards branded and organised retail products. The retail dry fruit market in India was highly fragmented with the emergence of many local brands that were mainly based on the trust of the consumers and the challenges in the supply chain.
At ProV, we aim at being well-informed in choosing the right products for a healthy snack that are tasty, healthy, and easily available. Our products are in the dry fruits and healthy snacks category. We source the best nuts, seeds, and berries from trusted farmers in India and other parts of the world. Although the company was established in 2016, the ProV brand was introduced in 2019 after the company had done its due diligence and engaged in the search for the right partners and products.
We now have over 150 SKUs of products that are divided into various categories of dry fruits, nuts, seeds, berries, and value-added products such as flavoured snacks and trail mixes. We aim to meet the needs of different customers and their lifestyles, thus providing them with options that would help them opt for healthy snacks.
StartupTalky: ProV Foods achieved a 96% YoY PAT growth and 43% YoY sales growth in FY24. What were the main drivers behind this success?
Mr. DP Jhawar: We have identified the two main factors behind our growth in FY24. ProV is now in over 20 states of the nation due to our active distribution strategy and geographic penetration, which we have been working on for some time. To ensure our products are available, strong alliances were created with key modern retail players like DMart, Reliance, Walmart, and Metro Cash and Carry.
Consumers have faith in our products thanks to our unrelenting commitment to quality, which in turn ensures we receive repeat business. Furthermore, in augmenting sales, reliance on online sales for D2C and e-commerce channels during this year, coupled with digital advertisement campaigns targeting to increase ProV recognition, were equally effective. Last but not least, appropriate supply chain organisation and stringent expense adherence were other operational focuses that consistently contributed to retaining a good bottom line.
StartupTalky: Healthy snacking is on the rise. What is ProV Foods doing to create the change in the market and what trends have led to the creation of your products?
Mr. DP Jhawar: At ProV, we are leading the change that is currently happening in the market with regard to healthy snacking, providing clean-label, natural products that are relevant to the consumers of today. We have seen a change in consumer behaviour when it comes to snacking habits, including snacking on the go, portion control packs, and high-protein snacks, and our product offerings are in line with these trends.
We have focused a lot on the nut and seed products, especially the flavoured nuts and seed blends while ensuring that they are both tasty and healthy. Also, the increasing customer demand for the products that are sourced and processed extensively influences our strategy of product creation.
Our ‘Indulgence’ series of chocolate-coated almonds is a direct response to the market’s demand for products that offer health benefits as well as the enjoyment factor. Even so, we have the ProV Mini which is the 18g pouch that targets individuals who are interested in consuming healthy snacks in the right amount. Also, we have changed the packaging of the ‘Fusion’ trail mix to improve the health benefits of the product in order to attract more health-conscious consumers.
StartupTalky: With over 2 crore units sold this year, which products emerged as customer favorites, and why?
Mr. DP Jhawar: Yes, this year over 2 crore units have been sold and some of the products have been bestsellers. Almonds and Cashews have always been bestsellers because of their versatility and popularity. Beyond that, our ProV Mini range of on-the-go snack pouches and the Fusion Trail Mixes have become popular, especially among the health-conscious and those who are interested in package-sized snacks. The Fusion Trail Mixes are particularly great as they provide the right balance between taste, nutrition, and convenience, thus suitable for those who are always in search of a healthy snack.
Also, the Gifting Range that we introduced during Diwali was a huge success. These packs were created carefully to offer the best quality products and beautiful packaging, which made them ideal for gifting during the festival season.
StartupTalky: What trends and opportunities do you see for growth in the nuts, seeds, and dried fruits industry in India and globally in the next 2-3 years?
Mr. DP Jhawar: As nuts and seeds are gaining recognition, there is an increasing demand for healthier meals as well as snacks. Moreover, functional foods are witnessing a swift development too. Added-advantage health products, such as protein-added snacks, are becoming popular on the market where consumers are after nutrition and easy-to-move food. Dry fruit hampers still remain good contributors in festive markets, giving a clear chance for brands to leverage seasonal sales.
On an international scale, there is an increase in the preference for clean-label, sustainable, and unprocessed foods, which complements consumers’ concerns over food and health choices. Such trends pave the way for convenient packs and novel mixed snacks to be made, especially for the younger generation, who stagger for healthy, wholesome, and on-the-go food in today’s busy world.
StartupTalky: ProV Foods is targeting INR 1000 crore in sales by FY28. What are the key strategies you’ve set to achieve this?
Mr. DP Jhawar: To begin with, geographic expansion is a dominant strategic objective as we are looking to increase our footprint in not only the metros but also the Tier 2 and Tier 3 cities where there is considerable potential for growth. Secondly, innovation in products will be fundamental in maintaining growth. We expect to additionally introduce value-added products and premium blends that respond to changes in consumer tastes.
Digital is also a major area of focus. We intend to develop our e-commerce and D2C channels to expand our market reach and sales. Moreover, we are also focused on developing a good distribution network through more distributors and retail partners, which will enable us to grow our reach even further. Finally, brand recognition matters a lot. We plan to conduct brand-specific marketing activities to foster brand loyalty and position our products among consumers as the first consideration during every interaction with them.
StartupTalky: What challenges did you face in scaling operations and meeting growing demand, and how did you overcome them?
Mr. DP Jhawar: The unorganised market was one of the biggest barriers we needed to address. In these types of markets, quality becomes an afterthought, and low prices are all that they offer. To counter this, ProV Foods has concentrated on creating knowledgeable consumers who are fully aware of the advantages of purchasing branded products and effective quality marketing. Juggling multiple sales channels proved to be difficult for us, especially working towards maintaining standard prices for consumers regardless of which sales outlet they utilised.
Moreover, there are still numerous changes in regulations that have been implemented to combat unregulated competition, and this puts us in a volatile state. Nonetheless, our primary focus remains on quality and consistency, which are two crucial and unyielding aspects of our brand. If the consumers have to deal with complex supply chain issues, we have been able to work around them by employing multi-pronged approaches that create effective supplier partnerships that promote range and stability.
In response to increasing market needs, we incorporated additional production equipment. In Surat, we are expected to open a new manufacturing facility at the end of fiscal year 25, enabling us to expand our production capability four times. Expansion of this magnitude will not only help us keep pace with the demand but will also strengthen further sales growth and product innovation.
StartupTalky: How do you manage your multi-channel distribution strategy, ensuring ProV’s products are easily accessible both online and in prominent retail stores like DMart, Metro, and Big-basket?
Mr. DP Jhawar: Our efforts to expand the business have us investing and promoting ourselves in numerous spheres. In the case of modern trade, we have a strong association with DMart, Reliance as well as Metro. For the Kirana stores, we have built a strong reach through the local wholesalers and the small retail shops around them. E-commerce has also become an important aspect of our work during the period of digital development that we are undergoing and partnerships with services such as Amazon, Flipkart, and BigBasket are very crucial. Moreover, we are working on direct-to-consumer strategies by improving our company site to enhance our branding and customer interaction strategies.
StartupTalky: What are the different strategies you use for marketing? Tell us about any growth hack that you pulled off.
Mr. DP Jhawar: A comprehensive development strategy is implemented through several channels of marketing. For festive sales, we use bulk sales techniques, which help us sell large quantities during robust selling periods. In terms of digital marketing, social media is being used to target and increase brand awareness among younger consumers.
Our sampling campaigns also include samples of products that are offered at selected retail outlets in order to encourage sales and enhance public awareness of our brand or product. To tackle this problem, however, we did carry out a growth hack, which in our case was searching the data for fast-moving or operating SKUs. This enabled us to fine-tune our inventory levels and sales plans in a way that ensures supply meets demand while avoiding stockouts and overstocking issues.
StartupTalky: How do you plan to expand ProV Foods’ customers, SKUs, and team base in the future?
Mr. DP Jhawar: In order to grow the customer database of ProV Foods, we want to target not only the Metro but also the Tier 2 and Tier 3 cities and increase the points of contact with the customers via the online channels. In the context of SKUs, new products will be introduced into the market, including new snack blends and premium products, which will be targeted at urban consumers. As for the team, we are looking to grow our team to include more people in various positions to help and contribute to our goals.
StartupTalky: As a founder, what advice would you give to emerging D2C brands looking to scale profitably in the FMCG space?
Mr. DP Jhawar: In my professional opinion, selling food within the FMCG umbrella falls into the category of a successful experience if one possesses in-depth knowledge of strategic marketing, offers quality goods, and maintains an unwavering willingness to learn from the market. This goes without saying, but creating a product that targets the needs of your potential customers only becomes possible if you have a deep understanding of the audience.
Next, maintain a consistent quality of your product. This will not only help you garner a good reputation in the industry but also develop consumer loyalty. It is also advised to remain flexible and strong in a fast-changing world, facing supply chain obstacles and other challenges. Enhanced customer interaction and better running of operations can also be achieved through the adoption of an ever more digitalised world and educated self-service websites.
StartupTalky presents Recap’24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.
The beauty and wellness industry is witnessing changes, with increasing demand for natural, sustainable, and effective products. Among the brands leading this shift is ILEM JAPAN, founded by Ishvani Patel. The brand combines Japanese traditions with modern science to offer cruelty-free and eco-friendly skincare, wellness, and lifestyle products.
In this edition of Recap’24, we feature ILEM JAPAN, known for its heritage-inspired teas, and skincare products, and focus on high-quality, conscious choices. Ishvani Patel, Founder and CEO ofILEM JAPAN shares the story of the brand, its best-selling products, and her vision to make ILEM JAPAN a global wellness leader.
StartupTalky: What inspired you to start ILEM JAPAN, and how did your time in Tokyo influence your decision?
Ms. Ishvani Patel: The inspiration behind ILEM JAPAN stems from my deep connection to Japanese wellness practices and my desire to share this transformative experience with the world. Having lived in Tokyo for over a decade, I was profoundly influenced by the mindfulness, simplicity, and respect for nature that are embedded in Japanese culture. This, combined with my background in International Business at Temple University (Japan Campus), gave me a unique perspective on the intersection of global needs and the timeless wisdom of Japan.
Launched in 2022, the brand emerged after years of research and careful consideration of what the world needed in the wellness space. The goal was clear: to create a brand that combines Japanese traditions with cutting-edge innovation to offer high-quality, clean, and sustainable wellness solutions. By 2023, we expanded into India and America, meeting the growing demand for premium, cruelty-free, and effective wellness products.
For me, this is more than a brand; it’s an extension of my own journey towards wellness. Just as I found my Ikigai (reason for being) in Japan, I want ILEM JAPAN to help others find theirs through products that promote both inner and outer well-being. From face care to heritage teas, each product reflects the purity and simplicity that Japan is known for, offering people a mindful approach to self-care.
StartupTalky: Can you explain the significance of “Improve Longevity, Enhance Mindfulness” in the context of ILEM JAPAN’s mission?
Ms. Ishvani Patel: At ILEM JAPAN, which stands for ‘Improve Longevity, Enhance Mindfulness,’ our mission is deeply rooted in the belief that true wellness is holistic, encompassing both physical and mental health. We draw inspiration from Japan’s ancient wellness practices, which emphasize the importance of slowing down, being present, and nurturing one’s health. By integrating mindfulness into everyday life, we aim to help people foster a deeper sense of balance and purpose, ultimately contributing to long-term well-being and longevity.
Our mission is to share the wisdom of Japanese self-care with the world by offering carefully crafted, high-quality products that bring meaning and mindfulness to daily self-care rituals. ILEM JAPAN is not just about skincare—it’s about empowering individuals to live more intentional, healthier lives through simple yet functional practices.
StartupTalky: What was the process like in curating and developing the products, and how did you ensure they aligned with Japanese wellness traditions?
Ms. Ishvani Patel: Curating and developing the products for ILEM JAPAN was a journey of grit and patience. As a recent graduate stepping into the highly regulated and competitive Japanese market, I faced numerous challenges in transitioning from student life to entrepreneurship. I spent a significant amount of time visiting nearly 80 manufacturers to find the right partners who shared my vision and values.
Developing formulas that seamlessly blend Japan’s rich traditions with cutting-edge global trends demanded a meticulous and nuanced approach. This journey required two years of dedicated research and development to bring the vision to life. It was overwhelming at times, especially as I managed all aspects of the business myself, but I remained dedicated to ensuring that each product aligned with our commitment to quality.
Being “Made in Japan” is at the core of ILEM JAPAN’s authenticity. Japan’s rigorous standards for production and testing ensure that our customers receive the highest quality products they can trust. This commitment to local manufacturing is more than just about quality—it’s about providing peace of mind so our customers can confidently incorporate ILEM JAPAN into their daily wellness routines.
StartupTalky: How has ILEM JAPAN’s unique approach to wellness, focusing on plant-based and cruelty-free products, resonated with consumers, particularly in India?
Ms. Ishvani Patel: At ILEM JAPAN, we have embraced a unique approach that bridges the wisdom of Japanese skincare traditions with the rich heritage of Indian wellness. Our plant-based, cruelty-free products resonate with consumers, especially in India, by offering gentle yet effective formulations. India’s skincare needs are diverse, shaped by extreme climatic conditions and varied skin types. Our products are designed to cater to these unique challenges, from the humid coastal cities to the drier northern regions, ensuring optimal hydration without greasiness.
We integrate ingredients like Sakura Extract, Yuzu, and Rice Bran, alongside globally celebrated elements like Hyaluronic Acid, to create formulations that are both results-driven and climate-adaptable. Beyond just skincare, we emphasize daily rituals that promote mindfulness, grounding users in calm and purpose, while offering long-term nourishment. This blend of traditional Japanese and Indian principles enables us to deliver skincare that not only meets the demands of the modern, urban lifestyle but also honors the cultural roots of both nations.
StartupTalky: What challenges did you face during the brand’s early years, and how did your experience in Japan help overcome them?
Ms. Ishvani Patel: In the early years of launching ILEM JAPAN, I faced several significant challenges. As a recent graduate, transitioning from academia to entrepreneurship was a steep learning curve. Navigating the complexities of the Japanese market as a foreigner required extensive research, a deep understanding of local business practices, and a strategic approach to overcoming cultural and operational challenges.
Additionally, creating skincare products that aligned with Japan’s rich heritage of holistic practices required multiple iterations to perfect the formulas. Balancing these time-honored traditions with contemporary self-care trends also proved to be a challenge. However, my resilience and adaptability, along with the invaluable guidance from my father, helped me overcome these obstacles and establish a thriving brand.
StartupTalky: How has ILEM JAPAN grown since 2024, and what are the future goals for the brand both in Japan and internationally?
Ms. Ishvani Patel: Our journey since 2024 has been nothing short of exciting, and our future goals are even more inspiring. We’re committed to continuous innovation, global expansion, and the growth of our product line.
Our vision is to create conscious, forward-thinking J-beauty products that adapt to the ever-changing needs of our customers. By blending nature with cutting-edge technology, we push the boundaries of skincare and wellness, delivering advanced formulas that enhance skin health at a deeper level. Under Ishvani’s leadership, ILEM JAPAN has rapidly expanded and reached markets in Japan, India, and America by 2024. The brand is available at malls in Chennai and Pune. Along with retailing through its website, the brand is also available on Amazon, Flipkart, and Nykaa.
In an era where skincare and wellness thrive, consumers are becoming increasingly conscious, seeking natural products that are good for them in the long run. Our mission is to unveil Japan’s well-being secrets to the world, making the transformative benefits of J-Beauty accessible to consumers everywhere. We plan to expand our presence in major metropolitan cities across India, the USA, and Japan, targeting key markets such as Mumbai, Delhi, Los Angeles, New York City, Tokyo, and Osaka.
But that’s not all—we’re continuously expanding our range with clean, nature-inspired formulations, all backed by science. These new products will cater to the growing demand for effective, sustainable beauty solutions, ensuring that we stay ahead of trends and delight our customers with what they truly desire.
StartupTalky: In what ways does ILEM JAPAN incorporate Japanese ingredients and techniques into its products, and what makes it stand out in the wellness industry?
Ms. Ishvani Patel: We deeply honor the rich legacy of Japanese wellness by blending ancient traditions with cutting-edge technology. Our products feature high-quality Japanese ingredients, carefully chosen for their purity and effectiveness. These are paired with advanced scientific innovations like Three Phase Emulsification, PhytoCellTec™, and Plant Stem Cell technology, enabling us to craft clean, plant-based, cruelty-free formulations that deliver lasting results.
What truly sets us apart is our commitment to intentionality at every step of the process. From handpicking trusted manufacturers to upholding rigorous product testing, we ensure every product meets the highest standards. We also prioritize sustainability, using eco-friendly materials like biomass containers and FSC-certified paper for packaging. At ILEM JAPAN, wellness goes beyond the skin—it’s about making thoughtful choices that nurture both our customers and the planet.
StartupTalky: Could you share more about the role of mindfulness and intentionality in ILEM JAPAN’s product development and brand philosophy?
Ms. Ishvani Patel: At ILEM JAPAN, we’re deeply committed to our core values, and every product is a reflection of this dedication. Thoughtful craftsmanship is not just a phrase for us—it’s a principle guiding every stage of product development. We invest considerable time and research into each product, ensuring it adheres to our standards of cruelty-free, clean formulas, and long-term nourishment.
Every SKU is meticulously crafted to embody Japan’s legacy of purity, quality, and precision. Our skincare and wellness products, including teas, are developed to bring the best of Japanese tradition into daily rituals, prioritizing authentic ingredients and mindful production methods. Especially designed for the everyday man and woman who value consistency in their daily rituals, our products are crafted to improve well-being and enrich life in the long run.
This commitment ensures that our customers experience genuine well-being benefits, knowing each item has been created with intention and respect for Japanese heritage. By upholding these standards across our product line, we aim to enhance the well-being of our customers with quality they can trust.
StartupTalky: What role has celebrity endorsement, like Karan Johar and Zeenat Aman, played in the brand’s visibility and success?
Ms. Ishvani Patel: Since ILEM JAPAN’s inception, our growth has been grounded in our commitment to authentic Japanese self-care, resonating deeply with our audience. Celebrity endorsements have played a significant role in amplifying our reach. Zeenat Aman’s collaboration with our Japanese teas is a perfect fit, as her bold and timeless personality aligns seamlessly with the rich heritage and distinctive nature of our teas. Similarly, Jim Sarbh’s involvement in our men’s skincare line reflects his classy and sophisticated persona, making him an ideal figure for our products designed to cater to modern, refined men who are looking for simple, on-the-go skincare rituals.
In addition, we’ve partnered with renowned figures like Karan Johar, Gabriella Demetriades, Alanna Panday, Soha Ali Khan, and more, each embodying qualities of elegance, mindfulness, and a genuine connection to wellness—values that mirror our brand ethos. When selecting celebrities and influencers, we focus on those authentically connecting with our vision, allowing their influence to deepen our message of holistic, mindful living among diverse audiences.
StartupTalky: What advice would you give to aspiring entrepreneurs who want to bring traditional wellness practices into the global market?
Ms. Ishvani Patel: For aspiring entrepreneurs looking to bring traditional wellness practices into the global market, it’s essential to start by understanding your audience—identify their needs, preferences, and how these practices can solve modern-day problems. Equally important is studying the competitive landscape to recognize what others are doing and where gaps exist, enabling you to offer a unique value proposition. While you don’t need an extraordinary idea, differentiation is crucial; focus on providing something distinctive, whether through quality, innovation, or storytelling.
Adapt traditional practices to modern lifestyles in ways that are accessible and relevant, but stay true to their authenticity. Building trust through transparency—educating customers about the origins, benefits, and science behind these practices—can set your brand apart.
Singh Neeraj Shekhawat
