Birla Ayurveda has over 13 therapy centers in India, which are a combination of wellness Ayurveda, daycare treatment centers, stay & spa, Ayurveda medicines, and Ayurveda doctor consultation. The brand offers the gift of holistic health through Authentic Ayurveda.
In a conversation with Mr. Ashish Thakur, who is currently the Business Head of the company, he speaks about their new products and future plans.
Q) Tell us more about Birla Ayurveda. What is your USP?
Birla Ayurveda is more than a popular platform of alternative medicine. It is a platform that offers holistic healing, unlike any other Ayurveda company. From Ayurveda therapies, Ayurveda treatment, to Ayurveda products, Birla Ayurveda offers everything with just a click. Unique Selling Points of Birla Ayurveda are the Kerala Therapists, specially trained and offering authentic and time-tested therapies, Authentic Ayurveda services, and holistic integrated approach.
Q) What new products the brand has launched?
Birla Ayurveda offers a wide range of Ayurvedic products for skin, body, hair, and overall health. We have upgraded and continue to upgrade our products category. Most recently we have added new and well-researched products to our skincare line. With the rising demand for massages and other services at home due to COVID 19 and a complete lockdown, we have also launched home therapies, wherein our therapists offer massage treatment at home. This is booming because the people are reluctant to travel. The products range from Rs 300 to Rs 800, Ayurveda treatments start at Rs 4,000 and go up to Rs 50,000, and Ayurveda therapies range between Rs 1,500 and Rs 4,000.
Q) How did the pandemic affect the Ayurveda sector? Has it affected the growth in any way?
Covid19 and complete lockdown have immensely affected different sectors. The health sector however has been one that didn’t take a major hit. With the increased need for better immunity, consumers started looking at Ayurveda to aid them in this leading to growth in the graph of the Ayurveda sector during the pandemic. People started using Ayurveda products and remedies to keep themselves safe and help fight off the virus. As guided by the Ayush Ministry services like online doctor’s consultations and doorstep delivery further helped in the growth of the sector. The Ayurveda market in India was valued at Rs 300 billion in 2018 and is expected to reach Rs 710.87 billion by 2024 meaning the industry is looking at a good amount of growth in the next couple of years.
Q) What kind of challenges are there in the Ayurveda industry? How have you coped with them?
With a huge growth and demand for Ayurveda and Ayurvedic products in the market, there was an initial challenge in meeting the growth in demand. The obvious solution was to increase the supply to meet the demand which happened for the organization in little to no time. It is always necessary to stand out to continue to be a key player in the sector. Offering sole proprietor products was considered a good step. We also stand out to be different from other competitors in the market in terms of quantity, quality, and packaging which attracts customers.
Q) Are there any campaigns involved while marketing your products? What are your marketing strategies?
In terms of campaigns of Birla Ayurveda, we conduct many medical camps both online and offline. These help in reaching the services to untapped areas in the country. Doctor’s consultations are offered online while offline medical camps like ‘NadiParikshan’ are conducted at the centers spread far and wide. As a part of the marketing strategy, there’s social media marketing, Adwords, SEO, Influencer engagement, and third-party promotion.
Q) What are your future plans and programs?
Taking into account the major lifestyle changes brought about by the pandemic, Birla Ayurveda has currently started offering home therapies as well as online consultations. Birla Ayurveda has also inaugurated new centers across the country to cater to the growing demand for wellness tourism. So, hopefully, we will be flourishing our brand name in different edges of markets.