We talked to Deepak Agarwal of Auric about India’s first Ayurvedic Drink for Beauty & Wellness, and he had the following to say:-
First of all, how are you and your family doing in these COVID-19 times?
Deepak Agarwal: Absolutely fine. Hope the same for you!
Tell us about you, your career, how you founded Auric.
Deepak Agarwal: I am a chemical engineer from IIT Delhi with over 8 years of experience working with Hindustan Unilever. My love for Brands & Products grew at Unilever while I took care of Hair Care, Skin Care, Soaps & Icecream. People who know me believe I am really passionate about Fitness & Health. I was a Professional Sportsperson during school & University days. This probably explains my passion for Healthy Living.
During one such match, I had a backbone fracture. This led me to 3 years of physiotherapy, which did not help me. It was difficult for me even to bend my back without painful Sciatica. That’s when I turned towards Yoga. 5 years of practicing Yoga made me realize that Yoga actually works. This is how I got started on my journey towards Ancient Wisdom. I thought if Yoga works, maybe, Ayurveda also works.
So I started learning about Ayurveda, trying out different recipes, and convincing my friends and family to adopt Ayurveda. The moment of truth came during this time. People around me were not very receptive to Ayurveda for multiple reasons. Ayurveda is difficult and inconvenient. Sourcing herbs and researching formulations takes time and energy. Ayurveda is dark science – we don’t know if it is proven science or not. The weirdest of all reasons was that Ayurveda makes a person linked with certain political and religious connotations.
This was when I decided to leave Unilever and dedicate myself to this beautiful wisdom of Ayurveda, which needs to be made Simple, Convenient, and Aspirational. A wisdom that has existed for the betterment of lifestyle for masses long before politics and religion became normal. An Ayurveda for Millennials. An Ayurveda that speaks in the language of Modern Consumer. If Turmeric Latte makes one adopt Ayurveda more than the look & feel of Haldi Doodh, then Ayurveda needs to be adapted for the current generation. Because it is these 20 to 40-year-olds, who will carry the legacy of Ayurveda in the future, else it will get lost in books of History.
How does Auric innovate?
Deepak Agarwal: Auric – India’s first Ayurvedic Drink for Beauty & Wellness. We sell Ayurveda based Juices, Tea, Coffee & Hot Chocolate to make you Look Good & Feel Good.
Auric is the Benefits of Ayurveda, Convenience of Drinks, and Aspiration of Looking Good & Feeling Good. Charaka Samhita, Ancient Text Book of Ayurveda, guides us on formulations. The herbs are procured from various parts of India as per the formulation. The concoction or the kadha of herbs is prepared and then added to Coconut water to make 100% Natural Juices with No chemicals or preservatives, or sugar. Just 14 calories!
Skin Radiance & Weight Balance have been our Best Sellers for the last 2 years. Skin Radiance promises healthy Glowing Skin with Aloe Vera, Amla, Turmeric & Gotu Kola in Coconut Water. While Weight Balance promises Accelerated Fat Loss & Stronger Metabolism with Garcinia Cambogia, Turmeric & Beetroot in Coconut Water. Post-Covid, due to the rising need for Better Immunity & Stronger Anti Inflammation, we launched Giloy Tulsi Lemonade, which has of late received great feedback.
Every bottle of Auric is Natural & Low Calorie, keeping in mind the needs of today’s health-conscious millennial. Ayurveda works on the root causes. For example, our skin has 7 layers. A cream or lotion will work on the topmost layer while Auric Ayurveda works from inside, from the core. Ayurveda is a slow and steady process. It takes time to show benefits. Over 1 Lakh customers have tried Auric, and most of them have felt benefits to their Skin, Hair, Weight & Immunity in 30 to 45 bottles.
We have very recently launched products in the Hot Beverages category – Moringa Masala Tea, Turmeric Gourmet Coffee, and Ashwagandha Hot Chocolate. Absolutely Tasty. Every cup promises 25% of daily intake of Ayurvedic herbs. Simple and Convenient!
How the coronavirus pandemic affects your business, and how are you coping?
Deepak Agarwal: Beauty was gold, and Wellness was silver before Covid. Post-Covid, Wellness is catching up with Beauty. Auric is nicely positioned between Beauty & Wellness. Covid has brought strong tailwinds enabling us to grow 300% YoY.
Did you have to make difficult choices, and what are the lessons learned?
Deepak Agarwal: Difficult choices are a daily schedule of every entrepreneur. A/B Testing, Learning, and Feedback Loop keeps you in the game.
Gain as many Perspectives as possible until you find your Passion that can define your life, and then put all your Perseverance behind that Passion.
How do you deal with stress and anxiety? How do you project yourself and Auric in the future?
Deepak Agarwal: 200mins meditation, 150mins Yoga, and 15km running every week helps keep up with my energy.
Auric wants to become the Ayurveda in the daily life of a Millennial, and I want to be able to lead this change in the ecosystem.
Who are your competitors? And how do you plan to stay in the game?
Deepak Agarwal: There are Supplement companies who sell on benefits. There are Packaged Food companies that sell on convenient nutrition. And then there are Beauty companies that sell on the promise to make you look good and feel good. Auric is at the intersection of all three.
Your final thoughts?
Deepak Agarwal: Happiness in Life comes from the choices we make. Own your choices.
Right choices are, most of the time, regret minimizing choices. Live a life of no regret.
In order to reach a global maxima, we need to cross some local minima. Long term decisions will create randomness in the short term.
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