Qaadu: Blending Ayurvedic wisdom & scientific knowhow for holistic wellness

Adgully has been highlighting the stories of entrepreneurs who overcame challenges to make their dreams a reality in our special series called "START-UP STARS." We strongly support the 'Vocal for Local' movement and have been featuring various local and homegrown businesses, brands, and apps in India that were launched in recent years.

Qaadu is a personal care brand that focuses on creating opportunities for natural talent. We offer premium and prestige products in the personal care, wellness, and nutraceuticals segments. Our products are certified vegan by The Vegan Society of the UK, the world's oldest and best vegan certification, and most of them are manufactured in USFDA registered, GMP, and ISO certified facilities.

In an interview with Adgully, Shafin Kalathingal, the Founder and CEO of Qaadu, shares his entrepreneurial journey, key learnings, and the company's progress.

Can you tell us about your journey as an entrepreneur and what motivated you to start the company?

My entrepreneurial journey began with a strong passion for personal care and healthcare products. Through extensive research and a deep understanding of the field, I was inspired to establish Qaadu in 2020. The vision was to create a brand that seamlessly blended the wisdom of Ayurveda with scientific knowledge, offering discerning consumers a range of 100% vegan products. Our brand is not just about personal care and wellness products; it is a lifestyle that encourages individuals to take care of themselves and prioritize their well-being, which I felt was lacking in India.

What consumer need does your brand address, and what is your core business proposition?

Qaadu caters to the discerning needs of consumers by providing them with exquisite and high-quality products that holistically address their wellness aspirations. At the core of our business proposition is a commitment to offering products crafted with natural ingredients and sustainable practices, embodying a transcendent quality. Our mission was to establish a comprehensive brand that caters to the needs of the entire family, combining the timeless wisdom of Ayurveda with the latest advancements in nutraceuticals.

What have been your key learnings so far, and how do you envision the company's progress in 2023?

Our journey has provided us with invaluable insights. We have learned the critical importance of unwavering dedication to quality, the transformative power of natural ingredients, and the significance of sustainable practices in establishing a distinctive position within the fiercely competitive personal care and healthcare industries. Looking ahead to 2023, we envision the company's progress by expanding our reach and enhancing our recall value. Our plans include doubling our business volume, strengthening our presence in the Gulf countries (including our recent expansion in the UAE), and entering new international markets.

How does digital infrastructure contribute to achieving your business objectives?

Digital infrastructure plays a crucial role in propelling our business forward. By seamlessly integrating online and offline sales channels, we ensure our products are accessible to a wide customer base, including major online platforms, modern trade outlets, and pharmacies. Through digital marketing campaigns, we connect with diverse communities, foster a distinct brand identity for Qaadu, and increase brand awareness. We leverage social media and digital platforms to collaborate with influencers and engage in user-generated content. Partnering with influencers who align with Qaadu's brand values and target audience helps us tap into their followers and extend the reach of our messaging. User-generated content, such as customer reviews and testimonials, further validates our products and creates a sense of community around the brand.

How did you identify your target audience? Did you conduct a feasibility study before starting the business?

Identifying our target audience was a meticulous process that focused on upper-middle-class individuals aged between 15 and 50 in the Middle East and India. Their preference for premium, wellness-oriented products resonated with our brand offerings. Before starting the business, we conducted a comprehensive feasibility study, which involved in-depth market research, competitor analysis, and identifying potential growth opportunities. The insights from this study played a pivotal role in shaping our business strategy.

What challenges did you encounter during your startup journey, and how did you overcome them?

Our startup journey presented various challenges, including establishing brand recognition, expanding market reach, and enhancing recall value. To overcome these hurdles, we strategically focused on comprehensive marketing campaigns, both online and offline, to create awareness about the essence of Qaadu. We also invested significantly in research and development to ensure unmatched product quality and customer satisfaction. By staying true to our vision and continuously evolving our strategies, we have effectively navigated these challenges.

What message would you like to convey to aspiring entrepreneurs?

To aspiring entrepreneurs, my message is to have unwavering conviction in following your passion and beliefs. Conduct thorough research, deeply understand your target audience, and create a unique proposition that sets your brand apart. Embrace innovation, adapt to the changing dynamics of the market, and remain committed to delivering uncompromising quality. Stay resilient in the face of adversity, embrace the lessons from failures, and relentlessly strive for success. Entrepreneurship is a challenging journey that demands perseverance and dedication, but the rewards it offers are immeasurable.