Cure by Design shines as a pioneer in the ever-evolving landscape of wellness. Founded by Daanish Matheen, this Direct-to-Consumer (D2C) brand has been at the forefront of transforming the Indian market for over three years. In an exclusive interview with Indian Startup Times, Matheen unveils the brand’s remarkable journey, philosophy, and vision.
Cure by Design began with a mission to destigmatize hemp and CBD, aiming to make their myriad benefits accessible to all. What sets them apart in a crowded market? Their unwavering commitment to research and development ensures consistent product quality. Their versatile product range covers everything from hemp nutrition to skincare, CBD and THC tinctures, balms, patches, and even a unique pet line, making them a one-stop holistic wellness destination.
Matheen reveals its customer-centric approach, collaborating with doctors and vets to finetune products. Sustainability and ethical practices are core values, sourcing hemp directly from Uttarakhand farmers.
Despite challenges, the brand thrives by dispelling misconceptions and ensuring a reliable supply chain. They’ve actively pursued partnerships, expanded their reach, and built consumer trust.
Cure by Design’s future holds exciting product expansions and collaborations. Their grand vision is to become a global leader in natural wellness, synonymous with holistic health and trusted by those seeking natural alternatives.
Introduction to Cure by Design
(Q) Can you briefly introduce Cure by Design and what inspired you to start this D2C brand?
(A) Cure By Design is a pioneering Hemp and CBD company transforming the Indian market for the past three and a half years. Our journey began with a vision to introduce hemp, a widely misunderstood product, to a broader audience and destigmatize its usage.
Having previously been in the founding team of a very successful FMCG startup, I recognized the need to create a brand that could provide consistent access to the numerous benefits of hemp.
Uniqueness and Brand Differentiation:
(Q) What sets Cure by Design apart from other D2C brands in a crowded market? What’s your unique selling proposition?
(A) Cure by Design stands out by strongly emphasizing research and development to standardize our products, ensuring that every experience with our brand delivers consistent benefits. Furthermore, our versatility sets us apart – we cater to a broad spectrum of needs, whether for nutrition, medicinal purposes, or even products for our furry friends.
Product Innovation:
(Q) Your product offerings are unique. Could you tell us more about the innovative products you offer and the inspiration behind them?
(A) The inspiration behind our innovative products came from recognizing the incredible potential of hemp, a superfood in the Western world and a traditional ingredient in Ayurvedic texts. We wanted to break the stigma surrounding hemp and CBD and make these benefits accessible. Our extensive range covers hemp nutrition, skincare, CBD and THC tinctures, balms, patches, and even a pet range. The pet range is closest to my heart and is the first in the hemp industry not just to launch one product for pets but to make it a complete category.
Customer-Centric Approach:
(Q) How do you prioritise customer satisfaction and feedback in your business model, and what strategies do you employ to ensure a positive customer experience?
(A) Customer satisfaction is paramount to us. To achieve maximal satisfaction and efficacy of our products, we work with doctors and vets across India to continually finetune our offerings to ensure they are always up to the mark. Feedback from our customers plays a crucial role in our product development process.
Sustainability and Ethical Practices:
(Q) Sustainability is a growing concern for consumers. Can you share how Cure by Design contributes to sustainable and ethical practices in the D2C industry?
(A) We actively support sustainability by sourcing all our hemp directly from farmers in Uttarakhand, contributing to their livelihoods. Additionally, hemp is a sustainable crop with a low carbon footprint and numerous uses, aligning with our commitment to ethical practices.
Challenges and Learnings:
(Q) Every startup faces challenges. Can you share some of the most significant challenges you’ve encountered on your journey and the lessons you’ve learned from them?
(A) Building Cure by Design faced its fair share of challenges. One of the significant challenges we faced early on was raising awareness about hemp products and dispelling misconceptions surrounding them. The stigma associated with cannabis made educating consumers about the legal and beneficial aspects of hemp-based products was challenging. To overcome this, we focused on providing transparent information, conducting awareness campaigns, and engaging with our audience through various platforms.
Another challenge was establishing a reliable supply chain for high-quality hemp extract and other raw materials. We had to ensure that our products met the stringent quality standards we set for ourselves. Through extensive research, we identified trusted suppliers who align with our commitment to sustainability and ethical practices. These partnerships have been crucial in maintaining the quality and consistency of our products.
Growth and Expansion:
(Q) What are your plans for the future regarding product expansion, market reach, or any new initiatives on the horizon?
(A) we plan to expand our product range further, offering our customers a comprehensive selection. We are also working on creating a one-stop experience centre, providing direct access to us and our partners, ensuring that our customers receive the best service possible. We also aim to tie up with as many doctors/vets as possible to bring credibility to our brand. We currently work with over 150+ vets nationwide and 100+ Ayurvedic Clinics.
Community and Engagement:
(Q) Building a community around a brand is becoming increasingly important. How do you engage with your customers and foster a sense of community among them?
(A) We actively engage with our customers through pop-up stores and flea markets across India. That has helped build a community around hemp. These events provide an excellent opportunity to connect with our community, gather feedback, and strengthen consumer relationships.
Tech and E-commerce Trends:
(Q) E-commerce and technology are rapidly evolving. How do you stay ahead of the curve and incorporate the latest trends and innovations into your business model?
(A) That is an excellent question. Staying ahead of the curve is crucial in today’s dynamic market. We leverage the power of social media as a cost-effective means to connect with our audience and adapt to emerging trends. Recently, we upgraded our website to enhance user-friendliness and accessibility, aligning with the latest technological advancements.
Advice for Aspiring Entrepreneurs:
(A) What advice would you give aspiring entrepreneurs looking to venture into the D2C space or start their sustainable brand?
(B) Sure, I’m happy to help out. I suggest always having a consumer-centric approach to focus on quality and to stay informed. But most importantly, believe in your product and be shamelessly passionate about it.
Partnerships and Collaborations:
(Q) Have you explored any interesting partnerships or collaborations that have helped accelerate the growth and reach of Cure by Design?
(A) Cure by Design has actively pursued partnerships and collaborations to accelerate its growth and expand its reach. Some notable collaborations include:
1. Veterinary Doctors: We have collaborated with over 100 veterinary doctors nationwide who recognize CBD’s potential benefits for pets. Through these partnerships, we have provided valuable information and products to pet owners seeking natural wellness solutions for their furry companions. The support and endorsement from veterinary professionals have been instrumental in building trust and awareness among pet owners.
2. Ayurvedic Clinics: Cure by Design has partnered with more than 70 Ayurvedic clinics that understand the synergistic potential of CBD and Ayurveda in promoting holistic well-being. By integrating CBD products into Ayurvedic treatment plans, we have offered additional natural options to patients seeking relief from various health issues. These collaborations have expanded our reach within the Ayurvedic community and enhanced our brand’s credibility.
3. Major E-commerce Platforms: Cure by Design has established a presence on leading platforms like Amazon and Big Basket. By leveraging these platforms’ broad customer base and reach, we have connected with a larger audience and made our products easily accessible to customers across the country. This partnership has significantly contributed to our brand visibility and growth.
4. Organic Stores: We have established collaborations with select organic stores that share our commitment to sustainability, ethical practices, and natural wellness. By featuring Cure by Design’s products in these stores, we can cater to the specific needs of health-conscious consumers who prioritize organic and natural options. These partnerships have allowed us to tap into a niche market and provide our products to individuals seeking organic alternatives.
These partnerships and collaborations have played a significant role in accelerating the growth and reach of Cure by Design. They have enabled us to connect with diverse customer segments, build brand awareness, and establish a strong presence in the market. As we continue expanding our partnership network, we aim to extend our reach further and make natural wellness solutions accessible to a larger audience.
Customer Testimonials:
(Q) Could you share a few customer testimonials or stories that reflect the value and quality of your products and their impact on your customers?
(A) Customer testimonials are a testament to the value and quality of our products. Here are a few testimonials that reflect the positive impact of Cure by Design on our customers:
1. Naveen had been grappling with chronic pain for years and was searching for an effective solution. After trying multiple pain medications unsuccessfully, he turned to Cure by Design’s CBD oil out of desperation. He was astounded by the results. The CBD oil provided significant pain relief and improved Naveen’s overall well-being. He is immensely grateful for discovering this natural alternative.
2. Anita, who battles anxiety and stress daily, was determined to find a solution to manage her symptoms. She decided to give Cure by Design’s CBD capsules a try. Anita experienced a life-changing difference. The CBD capsules helped her feel calmer and more grounded, enabling her to navigate life’s challenges easily. She now considers CBD an essential part of her routine.
3. Sleep troubles had plagued Rahul’s quality of life for years. He tirelessly tried various remedies, from prescription sleep aids to herbal alternatives, but success eluded him. That is until he discovered Cure by Design’s CBD oil called Elixir, a polyherbal blend. Not only did they taste great, but they also helped him relax and fall asleep faster. Waking up refreshed and restored, Mike now highly recommends these oils as a natural sleep solution.
These testimonials exemplify the positive impact that Cure by Design’s CBD products have had on individuals dealing with chronic pain, anxiety, and sleep issues. Customers like Naveen, Anita, and Rahul have experienced relief and improved overall well-being through CBD.
1. Max, a loyal companion, struggled with anxiety during thunderstorms and fireworks. Max’s anxiety significantly reduced after using Cure by Design’s CBD oil for dogs. Now, he remains calm and relaxed during those noisy events. This CBD oil has been a game-changer for Max and his family.
2. a senior dog, Bella, experienced joint pain and mobility issues for years. Traditional supplements provided limited relief. However, her life improved after incorporating Cure by Design’s CBD treats for dogs into Bella’s routine. She’s more active and playful and experiences less discomfort
These testimonials highlight the positive impact that Cure by Design’s CBD products have had on dogs, specifically in managing anxiety and improving joint health. The stories reflect the brand’s commitment to providing high-quality CBD options for pets, ensuring their well-being and quality of life.
Future Vision:
(Q) Lastly, what is the grand vision for Cure by Design? Where do you see the brand in the next five to ten years?
(A) Our grand vision for Cure by Design is to become a leading provider of natural wellness solutions in India and globally. We aim to continue expanding our range of hemp-based products that are sustainably sourced, ethically produced, and of the highest quality. In the next five to ten years, we envision Cure by Design as an established brand synonymous with holistic wellness, trusted by individuals seeking natural alternatives for their well-being.
Additionally, we are committed to furthering research and education in hemp and CBD. By partnering with renowned research institutions and experts, we aim to contribute to the scientific understanding of hemp’s potential health benefits.
We aim to be at the forefront of innovation, introducing new and groundbreaking hemp products that cater to evolving consumer needs. We also aim to forge strategic partnerships with like-minded organisations to amplify our impact and extend our reach to more individuals seeking natural wellness solutions.
