Vedas Cure's D2C Push Towards the Ayurvedic Way of Life
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Vedas Cure's D2C Push Towards the Ayurvedic Way of Life

The world, today, has been fighting the worst kind of crisis that can ever take place in the form of the Covid-19 pandemic and while this has brought people’s attention towards health and immunity building, the pandemic has also made people think about their mental health, in ways they had never paid attention ever, before. And this has brought a fundamental shift and inclination of consumers towards natural herbs and Ayurveda. Recognized for ages as one of the ancient streams of medical science which uses the goodness of rare natural herbs to cure a lot of ailment and stress and anxiety, Ayurveda is being used by a number of newer brands in the health and wellness segment to treat ailments and to maintain health and wellbeing by balancing the mind, body, and spirit.

The market for Ayurvedic and herbal wellness products is expected to reach US$ 9.5 billion by 2024 and businesses/ start-ups should pay attention to this potential and lucrative market, for better growth.

According to IBEF, the Indian Ayurveda industry has several large players, with the micro, small and medium enterprises capturing 80 percent market share.

Vikas Chawla, Founder & Director, Vedas Cure, avers, “People are becoming more aware of Ayurveda's benefits and role in strengthening immunity, and the pandemic provides an ideal chance for traditional medicine to achieve global recognition. PM Narendra Modi stated that "Ayurveda might accurately be defined as a holistic human science" during the fourth edition of the Global Ayurveda Festival 2021, which was attended by over 25 countries. The Indian government, led by PM Modi, has stated that Ayurveda is important to them. As the Ayurveda market in India is believed to be worth US$ 2 billion and expanding at double digits, businesses and start-ups should focus on Ayurveda products and contribute to the larger goal of providing Indian households with side-effect-free remedies to various diseases and disorders.”

India has the potential to become a health and wellness hub, attracting investments and creating additional jobs and the government has set a target of increasing spending on health care from the current 1.3 percent to 3 percent of its GDP by 2022 and this seems in line with the continuously growing popularity of Ayurvedic products among the millennial population at domestic and global levels.

“In the recent year, sales of these herbs have risen considerably. Because it does not require a doctor's prescription, it is also used as a supplement. Ayurveda is capable of treating a variety of lifestyle disorders, including diabetes and piles. Young people are becoming more aware of the benefits of mixing Ayurveda with evidence-based therapy, and they are increasingly embracing Ayurvedic products,” maintains Chawla.

What’s on Offer?

Ayurveda is known to cure and treat ailments without causing adverse effects on the body or mind and Vedas Cure is riding on this USP with its range of products and health care services for diseases and ailments.

Chawla explains, “Our key strength is our product formulation and selection of high-quality natural herbs to alleviate the disease to its entire extent. With over 40 years of experience in product development and formulation, we have cured thousands of patients suffering from many diseases in the most cost-effective, gentle, and natural way. We have over 200 products that are absolutely natural and made of pure herbs. Herbs and Ayurvedic proprietary medicines should only be taken after seeking professional advice. After identifying the problem, we suggest the appropriate medication and dose; this is why we have a specialized team of healthcare specialists who interact with clients and provide a one-on-one consultation to achieve the best potential outcomes. For almost all lifestyle disorders, we have created very good formulation and composition."

"We're developing new treatments to treat neurological conditions like migraines, depression, anxiety, and panic attacks. We intend to launch essential oils for skin and mental well-being in addition to Ayurvedic herbs. For example, jojoba and kumkumadi oils are healthy for the skin; lavender oil composed of Tagar, is helpful for mental health and insomnia. Fat Care, a new product that will be launched next month, is on the way. We'll also offer Ayurvedic treatments for psoriasis, vitiligo, and other skin conditions. We're developing a concept called sound healing, in which we create sound vibrations through singing goals, and these vibrations induce deep sleep and relaxation in the listener,” he adds.

Vedas Cure

Vedas Cure only operates through online mediums and would continue the same channel, given the accessibility and acceptance of online medicine. The brand does not believe in thorough marketing strategies or physical expansion and intends to reach even the remotest of areas through word of mouth and referrals.

“Our CRM contains information on over 6 lakh users who use our products. As a result, we don't need to advertise them. If we provide them with excellent service and a quality product, they will refer us to others. We aim to please every one of our customers, so we have 30-35 individuals using CRM software that talk to them and take their comments. If the customer is dissatisfied, we return the merchandise and replace it with a new personalized item. Our goal is to deliver the finest service possible, thus we have a service strategy in place and rely on referrals from customers who have purchased our products,” prides Chawla.

A qualified team of experts sources all the herbs for this D2C Ayurveda brand. They analyze the quality of the raw materials and pick the best quality ingredients to ensure that the customers get the best product without any compromise on the quality. The brand’s manufacturing units are in Haridwar and Bhiwadi.

Vedas Cure has recently introduced a non-invasive line of treatment for hemorrhoids that ensures remedy without surgery. It has also developed a unique herbal formulation composed of excellent herbs that effectively control the problem of pigmentation. The three-step program to get rid of pigmentation includes three products – Pigmento Care, Aarogyavardhani Vati, and Anti-pigmentation Gel.

The D2C Push

While the Ayurveda health and wellness segment is continuously on a growth trajectory, what’s working for the brands/ start-ups in the segment is connecting directly with their consumers, eliminating the middlemen. The year since the pandemic has been a witness to a number of brands adopting this business model and even consumers are opting for brands that are directly connecting and engaging with them.

In order to seamlessly connect with its customer base, Vedas Cure uses SaaS solutions that facilitate the entire retail process for sales, marketing, and other aspects of the business. The direct-to-consumer (D2C) approach allows firms to reach out directly to their target customers, bypassing the traditional business model's inherent flaws, such as middlemen and retail storefronts. Brands are increasingly taking full advantage of the situation and conducting business directly with consumers.

Advising fellow D2C brands, Chawla says, “For any D2C brand, storytelling should be a key component of their marketing approach. It aids in the creation of a genuine connection between the brand personality and the identity of the customer. In their campaigns and marketing communications, brands must stress product distinctiveness and high quality. To win new-age discerning consumers, D2C firms should invest in AI-based consumer intelligence technology. To provide customized attention and an immersive experience, make the most of the humanistic element by using live chat, video conferencing, WhatsApp calling, and other methods. To establish customers' trust, it's also critical to have solid return/refund policies.”

The Way Ahead

Even as Ayurveda has been here for a very long time, Indian consumers have very recently realized the real potential and benefits of this medical science and gradually started switching from chemical-based medicines to safe, natural products. There definitely have been challenges in the growth of this segment, but with the government’s intervention and growing interest of the consumer base in Ayurveda, the category is slated for phenomenal growth.

Chawla points, “Certain enhancements are required, such as the provision of stronger infrastructure for Ayurvedic hospitals that lack contemporary technology and diagnostic methods. This is an issue for Ayurvedic practitioners because specific tools are necessary to identify modern disorders, such as a sugar level, blood pressure machine, and so on.”

 

 
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Digihaat Revolutionizing E-commerce with ONDC to Empower Small Businesses in India
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Digihaat Revolutionizing E-commerce with ONDC to Empower Small Businesses in India
 

In a rapidly evolving digital commerce landscape, Digihaat emerges as a transformative force, leveraging the Open Network for Digital Commerce (ONDC) protocol to empower underserved sellers and expand e-commerce access in India. In an exclusive interaction, Rahul Vij, COO of Digihaat, sheds light on how this buyer application is reshaping the industry by ensuring a fair, transparent, and sustainable marketplace for both sellers and buyers.

The Birth of Digihaat and Its Unique Proposition

Digihaat is an ONDC protocol-enabled buyer application that acts as a front-end interface connecting sellers to buyers. Explaining the platform, Rahul Vij stated, “Digihaat operates like any other buyer application, but its entire supply chain, backend services, and technology stack are sourced through the ONDC protocol. This allows any seller onboarded via ONDC to gain access to a vast digital marketplace.”

Unlike traditional e-commerce platforms, Digihaat does not impose a centralized control over sellers but instead provides them with a democratized ecosystem, where they can independently manage their inventories and sales without paying heavy commissions.

Addressing Key E-commerce Challenges

Digihaat is committed to making e-commerce more accessible and inclusive, particularly for small and rural businesses. “The idea is to help sellers increase their audience reach and integrate them into India's digital economy. We align closely with the local for local initiative, ensuring small businesses, entrepreneurs, farmers, and artisans get a fair marketplace,” said Vij.

A key challenge in the current e-commerce ecosystem is the lack of visibility and support for local and underserved businesses. By leveraging ONDC, Digihaat ensures that these sellers are not overshadowed by larger players but receive equal opportunities to showcase their products across the country.

Seller Onboarding and Delivery Mechanism

Seller onboarding is facilitated through seller network participants (SNPs), who assist in managing catalogues and deliveries. Vij explained, “These network participants take care of onboarding, managing the catalogue, and ensuring seamless deliveries for sellers. They play a crucial role in bridging the gap between independent sellers and the ONDC ecosystem.”

Expanding India's E-commerce Reach

Currently, e-commerce penetration in India is at just 6 percent, leaving immense room for growth. Digihaat aims to onboard the remaining population through a transparent, efficient, and scalable model. “Our vision is to empower not just buyers but also millions of sellers across India. When a revolution of this scale happens, the ease of selling and buying transforms, much like India’s UPI revolution,” he remarked.

By lowering entry barriers and simplifying digital transactions, Digihaat intends to replicate the success of digital payment systems within the e-commerce space.

Supporting the Make in India Initiative

Digihaat is aligned with the Make in India movement by promoting local artisans, MSMEs, and traditional businesses. The platform has launched a dedicated section, Amazing India, featuring handicrafts, textiles, and artisanal products year-round.

“Amazing India will permanently showcase various indigenous crafts and self-help group products, reinforcing our commitment to India’s rich heritage. Different festivals and seasons will highlight different crafts, from textiles to handmade diyas and jewelry,” explained Vij. This initiative ensures a sustainable and consistent platform for local businesses to thrive.

Leveraging AI for Enhanced Discoverability

Technology is at the heart of Digihaat’s operations. The platform integrates AI-driven solutions to improve seller discoverability and optimize operations.

“We are building a tech-first marketplace that simplifies seller onboarding and enhances buyer experiences. AI will help enhance product visibility and create a seamless experience for both sellers and buyers,” he shared.

Sustainability in E-commerce Operations

Sustainability is a growing concern in e-commerce, and Digihaat takes a proactive approach to addressing this challenge.

“Our open network model removes middlemen, ensuring sellers retain a larger share of their profits. By eliminating unnecessary operational inefficiencies like inventory holding costs and logistics complexities, we maintain a transparent, sustainable, and cost-effective model,” highlighted Vij.

Unlike traditional e-commerce platforms, Digihaat does not impose predatory commissions or hidden fees. The platform's goal is to create an affordable network that benefits both buyers and sellers without inflating costs through deep discounting tactics.

Measuring Success Through Seller Empowerment

Digihaat evaluates its success based on the number of unique sellers gaining customers, the percentage of first-time buyers, and the overall user retention rate.

“For us, success means empowering first-time sellers and buyers to embrace digital commerce. Our goal is to digitize as many small businesses as possible while ensuring an experience that matches leading e-commerce platforms,” he emphasized.

The Long-Term Vision for E-commerce Transformation

Digihaat envisions a future where ONDC fosters a truly open e-commerce ecosystem.

“ONDC ensures that once a seller is listed, they can operate independently without paying exorbitant commissions. Digihaat acts as a trusted window for these sellers, giving them the visibility and confidence to reach new digital shoppers,” asserted Vij.

Digihaat is not just targeting Tier II and beyond markets but is a pan-India initiative. Sellers come on board via self-help groups, SMEs, and established brands, creating a universal network where small businesses and major players coexist with equal opportunities.

 

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