In an exclusive interview with Mr Lasakan Cholayil, the founder of Sadhev, we delve into how Sadhev emerged from a vision to modernize Ayurveda into a luxury brand, leveraging a 200-year family legacy. Mr Cholayil shares insights into the inspiration behind Sadhev, the meticulous sourcing and formulation processes, engagement with the community, challenges faced, and plans for global expansion.
Q: Can you start by giving me some insight into how Sadhev came into existence and briefly describe yourself? Could you talk a little about the inspiration that went into creating Sadhev?
A: The journey with Sadhev began after my return from university in America, where I witnessed the premiumization of Indian products in the West. Inspired by brands like Forest Essentials and Kama, I saw an opportunity to modernize Ayurveda while leveraging my family’s legacy in the field. With a desire to create a luxury brand, my mother and I co-created Sadhev in 2019, blending ancient wisdom with modern formulations.
Mr Cholayil elaborated on his family’s rich heritage in the Ayurvedic space, spanning over two centuries. He highlighted his grandfather’s role in founding the renowned Medimix brand, a legacy that instilled in him a deep appreciation for Ayurveda and its potential in the global market.
Q: How do you go about sourcing and selecting the ingredients for Sadhev products?
A: We’re fortunate to have a farm passed down by my grandfather, where we grow a significant portion of our ingredients. Coupled with a robust R&D facility, we blend ancient Ayurvedic knowledge with modern technology to ensure quality. For locally unavailable ingredients, we source directly from the best suppliers, prioritizing quality.
In this response, Mr. Cholayil emphasized the importance of quality control and integrating traditional Ayurvedic practices with modern scientific advancements. He highlighted the role of their research and development team in meticulously selecting and testing ingredients to maintain the efficacy and authenticity of Sadhev products.
Q: How does Sadhev engage this community, and how does customer feedback shape the brand’s product and strategies?
A: Understanding our customers is paramount. We engage with them from order to delivery, ensuring a seamless experience. Customer feedback is central to our strategy, and a dedicated team tracks and addresses concerns. This approach has led to a 45-50% healthy repeat rate.
Mr. Cholayil elaborated on Sadhev’s customer-centric approach, detailing their efforts to foster meaningful connections with their clientele. He emphasized the importance of actively soliciting and utilising feedback to continuously improve their products and services, ultimately fostering brand loyalty and trust.
Q: How does the pricing work compared to top players in the market?
A: As a luxury brand, our pricing strategy aims for exclusivity. While some products align with competitors, we target the luxury segment, aiming to stand out among fewer players.
Here, Mr. Cholayil discussed Sadhev’s pricing strategy, which focuses on positioning the brand as a premium offering within the Ayurvedic market. He explained their deliberate choice to cater to the luxury segment, citing the desire to differentiate themselves from mainstream competitors and carve out a niche in the market.
Q: Can you describe some of the challenges you faced while setting up and establishing Sadhev and how you overcame them?
A: Naming the brand was initially challenging, but we found inspiration in ‘Sadhev.’ Acquiring customers at a reasonable cost amidst changing digital landscapes has been a hurdle. Additionally, sourcing packaging materials posed difficulties, but building relationships with Indian suppliers has been essential to overcoming these challenges.
Mr Cholayil provided insights into the various challenges encountered during Sadhev’s establishment, ranging from the arduous task of naming the brand to navigating the complexities of customer acquisition and sourcing. He highlighted the importance of resilience and adaptability in overcoming these obstacles, emphasizing the role of strategic partnerships and innovative solutions in driving the brand forward.
Q: Can you share with us how Sadhev became a precious Ayurvedic experience as a luxury brand?
A: We aim to offer more than just products but an entire experience. Through initiatives like Sadayush, our Ayurvedic spa, we provide customers professional experiences using our products, enhancing the brand’s luxurious appeal.
Mr. Cholayil elaborated on Sadhev’s commitment to delivering a holistic Ayurvedic experience, emphasizing their innovative approach to integrating products with services. He discussed the establishment of Sadayush, an Ayurvedic spa where customers can experience Sadhev products professionally, underscoring the brand’s dedication to luxury and quality.
Q: Do you have any plans to open stores in India shortly?
A: Yes, expanding our presence across India is a priority. While currently focused on the domestic market, we aspire to become a global brand, representing ‘I-beauty’ internationally.
In response to this question, Mr Cholayil outlined Sadhev’s ambitious expansion plans, highlighting their intention to establish a nationwide retail presence while simultaneously preparing for global expansion. He reiterated their commitment to promoting Indian beauty and Ayurveda worldwide, positioning Sadhev as a leading player in the international beauty market.
Q: What advice would you give to today’s entrepreneurs?
A: Perseverance is key. Embrace challenges, believe in your vision, and be willing to think outside the box. With determination and self-belief, you can overcome any obstacle to success.
Mr. Cholayil concluded the interview with poignant advice for aspiring entrepreneurs. He emphasised the importance of perseverance and resilience in the face of adversity. He encouraged individuals to remain steadfast in pursuing their goals, underscoring the transformative power of unwavering belief and determination.
