The Essentials of attracting investments into Ayruveda

After years of research with experts and bio-chemists, Forest Essentials set off to build on the 6,000-year-old Indian science of Ayurveda. Company chief Samrth Bedi talks 'India Investment Journal' through his 'Luxurious Ayrurveda' tagline, the tie-up with American skincare giant Estee Lauder and future plans. What in your opinion attracted investors to Forest Essentials Successful brands are built on rich heritage and history. What is compelling about Forest Essentials is its focus on the skill, science and tradition of Ayurveda - central to one of the world's oldest civilizations. Initially, Ayurvedic products available in the market were formulated with effective properties, but products were not made with fresh and seasonal ingredients, as prescribed by Ayurvedic texts, and were often not pleasurable to use. Forest Essentials has simplified Ayurveda to make it more accessible to the world by curating high quality, user-friendly and pleasurable Ayurvedic products. Driven by innovation and product excellence, Forest Essentials today is the only Indian brand which is involved in the conception, formulation, manufacturing and sale of products in their own company-owned stores. The core of our success hence is our expertise in creating and producing truly exceptional formulations. Our commitment to quality across our portfolio means that all the products we develop are carefully manufactured and fully tested. We have enhanced our services and adopted the highest quality standards in our products to match up to the best offerings worldwide, while keeping the spirit of Indian-ness. As a result, our clients have come to rely on our knowledge and experience to create and produce products that are unmatched in every way. What are the various facets of your tie-up with Estee Lauder In 2008, Forest Essentials partnered with the Estee Lauder Group of Companies (ELC), with ELC acquiring a minority stake in the company. This alliance has allowed Estee Lauder to be a part of the rapidly growing beauty market in India, while Forest Essentials would gain from Estee Lauder Companies expertise in the beauty market as well its strong hold in the international arena. This relationship is of great significance in the Indian beauty business, being the first for an Indian company to have interest from a global beauty conglomerate of its size and pedigree. With this partnership, Forest Essentials is working closely with ELC to bring traditional Ayurveda up to the highest quality standards, which will make it the first truly Indian Luxury Ayurveda brand in the world. We do not manufacture for Estee Lauder currently but our R&D team is currently investigating the possibility of undertaking some projects, to understand what we may be able to offer from our repertoire. What are your top tips for new start-ups looking at setting up in India Often the best way to grow a brand is to ensure that you stay true to your brand and know what it stands for. Our brand, “Forest Essentials”, is the basis for all the decisions our company makes, from who we hire to the products we create. Another tip would be to be passionate about your business. The energy of passion keeps you going when the tasks are unpleasant and is the one thing that earns the trust of your employees and customers. To be successful, you also have to be patient about what you are doing. You will need patience when it comes to employee relations, business negotiations and will have to learn to remain calm amid the big and small hurdles you face while moving towards your goal. Is Forest Essentials set to compete with the big global brands Yes, absolutely. We follow pharmaceutical grade production standards and global compliances to produce products of world class quality. All products contain ingredients which are sourced with great care and contain Spring water certified as rich in mineral deposits by laboratories in France. Hence, we are set to change the perception of Indian products from low to high quality and truly luxurious. From being the favourite products of many prominent film stars, politicians and industrialists in India, to being the ultimate gifting solution for a discerning international clientele, our products have a universal appeal. With awards, testimonials and regular features received from the country's foremost publications, and many global endorsements, we continue to grow stronger, from strength to strength. What have been some of your high points in the Forest Essentials journey and what are some of your future expansion plans In chronological order, the high points for me personally were 2004, when we opened our first flagship retail store in Khan Market [New Delhi]. Followed by 2008, when the American skincare giant, 'The Estee Lauder Group of Companies', came on board as strategic partners. It was also the year we launched of our first website and Forest Essentials was then available internationally. We set up our state-of-the-art facility at Haridwar in Uttarakhand in 2009. The factory is at a pharma level and is capable of delivering products of the highest standards. The world is smaller and represents greater opportunities today than ever before. We are delighted to confirm our international expansion plans in 2017. We are currently building a strong team solely focused on international growth that is ready to face challenges and fully support the expansion. Samrath Bedi is the Executive Director of Forest Essentials India.