Ayush Aggarwal, the founder of Rasayanam Enterprises, shares insights into the journey of the company and its commitment to revolutionizing the Ayurvedic supplements industry. Established in 2020, Rasayanam has set its sights on becoming the world’s premier Ayurvedic Supplements brand, seamlessly blending ancient wisdom with cutting-edge modern science.
Question 1: Can you share with us the story of what inspired you to leave your high-paid job in Canada and become an entrepreneur with Rasayanam?
Answer 1: Being from India, I have always been fond of its diverse culture, history, and resources. Living in Canada for 7 years, to my surprise, I realised that the Ayurvedic products available in the west were of better quality & more safety regulated even though Ayurveda is the gift of India to the world. I knew I had to educate Indians similarly to bring back the authenticity of Indian Ayurveda, which was slowly being taken over by modern medicines. But maybe destiny had similar plans, and people started taking pains to know their products and ingredients during the worldwide lockdown. Three years ago, this concept was just a concept, but today, it has become a need for customers to stay updated and educated about what they consume. Their approach has drastically changed from artificial to natural over time.
As the CEO and Founder of Rasayanam, I take pride in saying that Rasayanam is a homegrown brand with all the international qualities. We are conscious of our environment, and so we are using state-of-the-art manufacturing & packaging technology. Our best sellers like Shilajit and Ashwagandha KSM66 are some of the best and most loved products because of their quality, research backed science and results.
Question 2: What challenges did you face during the transition from being an employee to starting your own business?
Answer 2: I am fortunate that I had the best guidance from my parents and cousins, who made me walk this path seamlessly. I had the global consumer needs exposure, and I just had to amalgamate that. Transitioning is never easy; you meet different people in different cities, and here it was the difference between nations. Indian Ayurveda is a saturated and highly competitive market. Initially, it was difficult to establish ourselves against the big players like Dabur and Baidyanaath, but we realized that none of the industry leaders or even the new-age startups were focusing on consumer needs or transparency with their products. We identified this gap, and our product promoted knowledge supported by third-party lab reports. We do not have any additives or heavy metals to deteriorate health later in life. Ayurveda works holistically in amalgamation with lifestyle and dietary habits. We promote both through our knowledgeable content on our website, social media, and other mediums to reach our potential and existing customers.
Question 3: In a highly competitive market, how does Rasayanam differentiate itself from other Ayurvedic brands?
Answer 3: We understand the needs of our customers; they tend to prefer flavors in everything they consume. While most of the products barely have any flavors, products like Liquid Biotin with Collagen and Garcinia Cambogia come with flavors in natural berry and mango. Now, the third product that we have is plant-based vitamin B12. The majority of Indians have a deficiency of Vitamin B12 because it is found in animals, and the maximum population is vegetarian. To fulfill the daily requirement of vitamin B12, we have formulated this product that is completely acceptable for vegans as well.
As a matter of fact, we are launching three new products: Pure Amla Juice, GlucoCare Juice, and Slim Trim Juice. They all have different purposes, but three properties are the same: holistic wellness, weight management, and energy to combat fatigue and promote energetic lifestyle.
Question 4: Could you highlight the key trends and innovations that Rasayanam is incorporating to stay ahead in the Ayurvedic supplements industry?
Answer: The most-loved products from Rasayanam are Shilajit, Ashwagandha KSM66, and Kashmiri Saffron have been a step ahead or trendsetters right from its inception.
- Shilajit: It is the only pure resin shilajit that passes all the purity checks in India. It is made with the Advanced Suryatapi method, whereas other leaders are still stuck with Suryatapi method and mixing of different herns. Rasayanam Shilajit is not mixed with any other herb to temper its nutritional properties. Resin shilajit is powerful in itself, which makes it suitable for everyone except for lactating mothers and pregnant women.
- Ashwagandha KSM66: It is the strongest form of Ashwagandha because it is made with the root extracts of the ashwa plants. It is made with 14 years of research and delivers highly effective results for cognitive function, strength, and stamina. Whereas other forms solely focus on promoting mental health and energy in general.
- Kashmiri Saffron: Rasayanam Original Kashmiri Saffron is the only brand to obtain the ‘Highest Quality Certificate” from ISO in India. It is loved for its purity and effectiveness.
Question 5: How has Rasayanam leveraged both e-commerce and retail platforms to expand its reach and accessibility?
Rasayanam’s journey began with Amazon and Flipkart as a small business. Now we are available & ranked in the top 5 brands at pretty much every health related marketplace . As for retail platforms, we just started collaborating in 2023 and are currently available at 25 doctor clinics & health stores. We are targeting to be at 200+ retail stores by 2024.
Question 6: Rasayanam aims to bring ancient wisdom into the modern world. How do you balance traditional Ayurvedic principles with the advancements of modern science in your product development?
Answer 6: The global dominance of Ayurveda came in rage majorly during the COVID-19 phase, when people became more conscious of their well-being and nature. People have been switching to natural remedies ever since. The constant consumption of fabricated medicines has a negative impact, and people are realising it gradually at a global level. Rasayanam, being a fresh Ayurveda brand, is a bootstrap company that has a sole purpose: PROVIDING NATURE’S BEST IN THEIR PUREST AND TRUEST FORMS. Ayurveda and its methods work in amalgamation with a healthy lifestyle; with Rasayanam, we are supporting our customers to source the best ingredients from across the globe so that they can have maximum output and nutritional values.
Question 7: What, in your opinion, is the relevance of Ayurveda in today’s health and wellness landscape, and how is Rasayanam contributing to this?
Answer 7: Ayurveda is a renowned name in the global industry as ‘Alternative medicine’ and has been gaining popularity in the healthcare landscape. People are more interested in knowing the hidden benefits and claims supported by clinical professionals. Learning from global healthcare experts, We have built the foundation of Rasayanam as a brand that customers can trust and extract as much information as they want to satisfy their medical needs and build a trust factor.
Question 8: What is Rasayanam’s vision and business outlook for the coming years?
Answer 8: We will continue to source all the best ingredients formulated mindfully for the best of the best results! We just launched 3 new juices, and many more like chyawanprash are in the pipeline. We are way on our way to be India’s most trusted & loved Heath brand.
Question 9: Can you shed light on Rasayanam’s product development process, especially regarding the use of advanced technologies like nano-technology?
Answer 9: Being born and raised in India has always motivated many to follow home remedies, which are nothing but formulations or Rasayana of Ayurvedic herbs. Modernization or globalization took over our minds with rage that most of us forgot about our roots. Take a look at the ingredient list of modern medicines; you will find 80% Ayurvedic herbs, and the rest of them are chemical compositions. So, the motivation to pursue Ayurveda has always been there, but the biggest kick was how other countries have adapted Ayurveda, especially Indian Ayurveda. I love researching; I just love it. Therefore, I started with my own research, connected with doctors, and found the most accurate and beneficial formulations.
At Rasayanam, each and every batch of our products passes quality checks by our certified R&D team and third-party labs. We ensure that every customer gets a verified lab report for the authenticity and efficacy of all our products. For a fact, I personally ensure each batch of Shilajit passes quality checks before rolling out to the public.
- Highest quality: From formulation to production, our R&D team has certified Ayurvedists and nutritionists to approve the efficacy and quality of our products.
- Tested for Safety: Each batch is tested for purity. And you can even request a Certificate of Analysis specific to your batch.
- Organic and effective: We use the latest nano-techniques to extract maximum nutrients from all the ingredients and do not add any artificial flavors or preservatives.
Question 10: Are there any new products, partnerships, or initiatives in the pipeline that you can share with us?
Answer 10: There are definitely expansion plans and as of now, we are trying to pav our ways into the retail segment and hopefully expand at a larger scale with celebrity endorsements.
