Jun 27, 2022
Decoding the Direct to Consumer Landscape with Arjun Vaidya (Founder, Dr. Vaidya's)
Play • 33 min

On the newest edition of Thoughtcast by Onething, Divanshu is joined by Arjun Vaidya, the founder of Dr.Vaidya’s, one of the new-wave Ayurvedic brands, which are modernizing the age-old science, for a new generation. Divanshu and Arjun’s conversation revolves around the direct-to-consumer business model, and why they believe it’s the future of digital retail.

They begin by discussing the modern-entrepreneurial space in India, and Arjun’s journey, building up to his big exit. The chat quickly shifts to the product itself, and why Arjun chose Ayurveda to be his championed product as an entrepreneur. Furthermore, he discussed the pivot from physical sales to D2C, and how his grandfather's vision of making Ayurveda accessible played a role in modernizing his model, to serve a larger, digital customer base. On-top-of-this, the realization that 82% of the audience stayed outside major cities was another catalyst in accelerating Dr.Vaidya’s shift to D2C.

Arjun then delves into the comparison between conventional brands, and digital ones, explaining how the process of establishing an image or identity differs between the two, as well as the tactics he utilized to put Dr.Vaidya’s on the digital map. The insightful conversation culminates in discussing why things like packaging, and identity, in general, must be constantly refreshed in the modern landscape, to cater to what users actually value most now.

Don’t miss the discussion around the future of E-Commerce, in this episode of Thoughtcast.
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