In the world of organic beauty, few brands have made as remarkable an impact as Juicy Chemistry. Founded by Pritesh and Megha Asher, this dynamic duo has revolutionized the skincare industry with their commitment to purity and efficacy. In an exclusive interview with Raamesh Chandra, Pritesh Asher opened up about the journey from humble beginnings to global recognition, offering a glimpse into the daily life and mindset of an entrepreneur dedicated to making a difference. As we delve into their story, we discover not only the triumphs and challenges they faced but also the unwavering passion that drives them forward. This is a tale of dreams realized, lessons learned, and a vision that continues to inspire countless individuals around the world.
Interview with Pritesh Asher, Co-Founder of Juicy Chemistry
Raamesh Chandra: How did you come up with the name Juicy Chemistry?
Pritesh Asher: Raamesh, it was a product of a failed soap batch. We were experimenting with soaps and thought, why not use fresh ingredients instead of fragrances? The result was supposed to be a bright, shiny, yellow-looking bar of sweet-smelling soap. But the chemistry didn’t work, and it became a big failure ball of goop. At 2 a.m., I showed it to Megha and said, “This is not the chemistry I was expecting.” She replied, “Juicy chemistry sounds like a good name.” The next day, we created a Facebook page with that name, and it stuck with our customers.
Raamesh Chandra: How has the journey been over the last decade, especially post-COVID?
Pritesh Asher: Initially, our social media pages were for knowledge sharing and making sure people knew we were a legitimate business. Over time, we tapped into influencer marketing to connect with a larger audience. The rise of e-commerce platforms like Amazon made it easier to build an online business. COVID-19, despite its challenges, actually helped our business flourish. We raised our Series A round with investments from *Verlinvest*, Purple, and Spring Marketing Capital, which helped us expand our product portfolio and manufacturing capacity. Listening to consumer requirements and building a sustainable business around them has been key to our success.
Raamesh Chandra: How do you keep your pricing competitive in a market with many startups?
Pritesh Asher: At Juicy Chemistry, we believe in the principle that “garbage in is always garbage out.” We never compromise on ingredient quality, which means we are not a mass-market brand. We position ourselves in the premium category, with a philosophy of investing in personal health and skincare. Our customers understand that our products are well-researched, clinically tested, and certified by EcoCert. While we aim to reach as many people as possible, we focus on providing the best quality products at the best affordable price, primarily targeting metro and tier-one cities.
Raamesh Chandra: How long does it take for customers to see results from your products?
Pritesh Asher: Skincare is subjective. Some customers see results in as quick as three days, while others might take three to four weeks. It depends on the severity of the concern, the consistency of product use, and lifestyle choices. Just like hitting the gym, it requires effort and consistency from both the brand and the customer to see sustainable results.
Raamesh Chandra: Are you planning any future innovations?
Pritesh Asher: All our communication emphasizes that no amount of skincare products will help if you’re making unhealthy lifestyle choices. We deliver plant nutrients through our formulations, but sustainable results require a healthy lifestyle. We continually research and innovate to adapt to changing consumer needs and environmental factors. Our focus remains on providing performance-oriented products that deliver results on application.
Raamesh Chandra: How do you see the beauty and personal care market evolving?
Pritesh Asher: The market is set to become a $28 billion industry, growing at 14-15% annually. The awareness of health as true wealth has increased, especially post-COVID-19. Social media and online wellness resources are helping consumers make informed choices. As consumers upgrade to organic products, we see a significant opportunity to build in the organic, natural, and wellness space.
Raamesh Chandra: Are you also innovating your products based on changing consumer needs?
Pritesh Asher: Yes, we understand that skincare requirements change with age, seasons, and lifestyle factors. We formulate products to address these changing needs, from adolescence to older age. Our approach is to use the best ingredients to deliver maximum nutritional value and reverse specific conditions, ensuring our products remain potent and effective.
Raamesh Chandra: How are you using performance marketing to reach customers, and how is it working?
Pritesh Asher: The buying behaviour has changed, with younger generations more willing to experiment. We see a clear pattern where consumers above 28 are more loyal. Our influencer strategy is very targeted, working with individuals who understand and add value to our brand. We use performance marketing to spread the message of organic skincare, but the increased competition has raised customer acquisition costs. Despite these challenges, we focus on making the most of our resources and reaching as many customers as possible.
Raamesh Chandra: Can you tell us about any recent product innovations?
Pritesh Asher: We’ve launched India’s first ampoule ranges, shot-based serum products with hyaluronic acid for hydration, and India’s first certified organic sunscreen with SPF 40, which is family-friendly and reef-safe. We partner with the best in the industry to develop proprietary formulations, ensuring we deliver the highest quality products to our consumers.
Raamesh Chandra: When you started Juicy Chemistry, did you ever think it would become such a successful brand?
Pritesh Asher: Honestly, Raamesh, we never imagined it would reach this level. It’s overwhelming and humbling to see so many people join us. We didn’t come from the beauty industry, so it’s been a significant learning curve. We now have over 200 products, a presence in more than 20 countries, and service 12,000 pin codes in India. It’s been an incredible journey.
Raamesh Chandra: Can you describe your daily routine as a founder?
Pritesh Asher: I wake up early for some me-time and a workout. Family time with my seven-year-old daughter is a priority. By 9:00 or 9:15, we’re at work. Megha handles social media, PR, and operations, while I focus on production, finance, and sourcing. We ensure a balanced schedule, with dedicated family time in the evenings and weekends.
Raamesh Chandra: How do you find balance and manage stress as an entrepreneur?
Pritesh Asher: It’s important to have a mix of work and personal time. Weekdays are packed, but weekends are for outdoor activities and family time. Entrepreneurship is demanding and can be mentally draining. Taking time for yourself helps with decision-making and clarity of thought. It’s crucial to acknowledge and address the ups and downs and to quickly recover from lows to succeed in the long run.
In this exclusive interview, Pritesh Asher provides a deep insight into the passion and dedication behind Juicy Chemistry. The brand’s success is a testament to its commitment to quality, innovation, and the well-being of its customers. Juicy Chemistry’s journey continues to inspire and set a benchmark in the organic beauty industry.
