In an exclusive interaction, Naman Dhamija, Founder and Marketing Director of Dharishah Ayurveda, speaks about the benefits of Ayurveda for overall health and wellness and outlines how there has been a significant shift in the Ayurvedic market following the COVID-19 epidemic.
Dhamija discusses the marketing and communication approach of Dharishah Ayurveda and highlights how the Government of India’s support for Ayurveda, along with the establishment of the Ministry of AYUSH, has played a crucial role in the industry’s growth.
Read on.
Give us an overview of Dharishah Ayurveda and its journey so far. Tell us about your company’s mission and values.
Dharishah Ayurveda was founded by my great grandfather, Late Hakim Dhari Shah in Mian Wali, Pakistan in 1889 as an ayurvedic pharmacy. Later, during the partition, my grandpa relocated to India and built a manufacturing plant in Ambala. Following the same, my father turned Dharishah Ayurveda from a pharmacy into a well-known brand.
Our journey is going exceptionally well, and consumers are responding positively to our offerings. Moreover, our goal is to carry on our family history of assisting mankind via Ayurveda. Everyone in the team is providing their assistance and is eager to learn new things.
What sets your products apart from other natural health products on the market?
We are well known for providing exceptional results to our consumers with the help of Ayurveda. We utilize organic plants and herbs in our products. Furthermore, we manufacture every product ourselves, as we have done since our inception in 1889. This enables us to obtain 100% organic and ayurvedic products while avoiding the inclusion of any harmful chemicals in our products. We use ancient Ayurveda practices in our products to cure diseases from their root cause.
What were Dharishah Ayurveda’s top 10 most popular products during 2022-23? Have you observed any common patterns in consumer behaviour?
It’s tough to choose the best items because consumers are responding positively to all of our offerings. However, our sexual health, infertility, prostate, and PCOD-related products are really in high demand among consumers. Furthermore, the cardiovascular category is also well-liked by our consumers. Products related to heart health such as BP or diabetes are respectively liked by consumers.
In terms of customer behaviour, there has been a significant shift in the Ayurvedic market following the COVID epidemic. Consumers are increasingly seeking items that are 100% organic and deliver better outcomes without any negative side effects.
Consequently, we’ve been producing 100% natural products for consumers. Moreover, consumers no longer want to go through the trouble of searching for things. In response to the issue, we have made our products available to everyone. Dharishah’s official website allows anybody to order our items.
What are some of the most significant benefits of Ayurveda for overall health and wellness?
In conjunction with conventional healthcare, Ayurveda is an ancient system of traditional medicine, which can assist you in shifting your habits and routines to recover a feeling of balance. Ayurveda is a holistic medical system that not only focuses on illness prevention and health maintenance but also helps to treat ailments from its root.
There are several benefits of Ayurveda such as it is a natural treatment without any side effects, it helps in immunity boosting, it helps in detoxification, and enhanced mind-body balance for well-being. Furthermore, Incorporating Ayurveda into your everyday life aids in the maintenance of a healthy body and allows the human body to be hearty and lively both intellectually and physically.
Can you tell us about any research or studies that support the effectiveness of your products?
The herbs used in our products have a rich history in Ayurveda and their positive effects have been well-documented through various studies and research. These studies often explore the therapeutic properties and potential benefits of these herbs, shedding light on their effectiveness.
Moreover, Ayurveda has been practiced for centuries and has accumulated a vast body of traditional knowledge that attests to the safety and efficacy of these herbs. Many of the herbs used in Ayurvedic products have been consumed for generations without reports of significant adverse effects.
There are people who disregard alternative medicines as pseudoscientific in nature, how can one change people’s perception about this?
It is important to present scientific data, support research, and emphasize successful case studies that illustrate its efficacy and safety. Furthermore, we’ve seen the shift and now more people are adopting the ayurveda in their lifestyle. People are now understanding the benefits of Ayurvedic medicine which is a clear indication that people’s perception of alternative medicine is changing.
How has the GoI’s support for Ayurveda, and the establishment of the Ministry of AYUSH helped the industry?
The Government is actively supporting the industry, the government increased the funding for the AYUSH ministry by 20% in the fiscal year 2023-24, which will help to change people’s perception about the industry.
Furthermore, The centrally sponsored scheme of the National AYUSH Mission (NAM) is being implemented across the country by the Government of India through State and UT governments for the promotion and development of AYUSH systems.
Moreover, the government is influencing people to attend international conferences/ exhibitions/ workshops/ seminars/ trade fairs/ roadshows/, etc. to raise knowledge about Ayush systems of medicine among the attending public and to register Ayush goods with foreign regulatory.
Irrespective of the medicinal field, ayurvedic medicine or otherwise is a need rather than a desire (want), so then how does one effectively market the products and services?
Ayurveda is more than simply medicine; it’s a way of living for leading a happy, healthy life. Practicing Ayurveda is all about a holistic approach to life to promote a healthier lifestyle, optimize health, and bring balance to our bodies.
It is not only about cures rather, ayurveda is more about prevention. By bringing Ayurveda to life consumers will be able to keep health issues at bay and that is the only message which should be given out effectively to promote Ayurveda.
Tell us about Dharishah Ayurveda’s marketing and communication approach. Which channels do you choose for marketing? What is your marketing and media mix?
We connect with our customers through a variety of marketing channels. We promote ourselves both offline and online. Moreover, we use social media channels like Instagram, Facebook, and YouTube to generate engaging content to build trust with new consumers.
Additionally, we also utilized Whatsapp API because most of our consumers in India use Whatsapp to interact. This helps us to create faithful trust with our consumers.
What is your forecast for the popularity and adoption of Ayurveda in India?
The increasing number of Ayurvedic consumers is a strong sign that the Ayurveda sector will thrive in the next few years. We are already seeing other countries include Ayurveda in their practices.
People from all around the world are travelling to India for medical treatment. Furthermore, modern brands are utilizing Ayurvedic herbs and plants in their treatments, and consumers are responding well to Ayurvedic offerings.
Additionally, as more studies and research are conducted in Ayurveda, and more people become aware of the benefits of Ayurveda, it is not wrong to say that the Ayurveda industry will boom in the future.
What are your plans going forward? Dharishah Ayurveda’s top priorities and roadmap for 2023?
We never stop providing services to our customers, and we have a lot planned for this year. Furthermore, establishing Dharishah Ayurveda as a symbol of trust and displaying the effectiveness of our goods through strategic media presence and positive testimonials to broaden consumer reach. Similarly, many exciting projects are on the line that our consumers will get to know very soon.