Arush Chopra, CEO and Co-Founder, Just Herbs, a focused Ayurvedic Beauty Brand
Arush Chopra is the CEO and Co-founder of Just Herbs: an award-winning millennial-focussed wholesome & Ayurvedic beauty brand and India’s first beauty company to co-create products with its community of users using social media.
Just herbes is a beauty brand making ayurveda products for skin care and hair care, winning the hearts of its consumers with it’s effective and sincere products made especially for the millennials.
In today’s episode of TBCY, we have Arush Chopra, the co-founder of Just Herbs, to have a conversation about his business and answer some questions about his brand and his journey to being an entrepreneur.
About Arush Chopra
Arush is the CEO and co-founder of Just Herbs, an award winning millennial focused ayurvedic beauty brand. He has worked in media and private equity in Denmark, Holland, England and Singapore.
What made him move from equity to entrepreneurship?
“There’s a passion project my Mom is involved with, let me see if I can make that big and do something with it.”
Arush Chopra was working in an asset management company based out of Singapore which invested in farming assets across the globe. He observed that all the investments made were based on consumption angle and heard clients talking about high demography, young population etc about the markets. He realised that there’s a massive opportunity in India as the same market is there and a huge population as well. Thus, any consumer-focused product presents a huge opportunity.
So, he decided to leave his job and go back to India to start a business. Arush tells of his mother’s biochemist background and her passion to make effective lotions, potions etc as the reason why they chose beauty products to start and to build a natural beauty brand eventually.
Learnings and challenges from starting the business from scratch to getting awards for his brand
Arush Chopra started this project despite a lot of people advising it was a bad idea to start a business in India as the competition in B2C was high, the market was filled already and so on. But he stuck to his plan and continued for four long years with customers’ funding before he started seeing results. He had no idea about digital marketing when he started but he learned everything about Facebook ads, social media marketing, advertising by himself and did all that with his wife, the co-founder of Just Herbs and his mother from his home. Now, he has a team of 100+ members. It can be said, it was a good decision after all and his efforts paid off.
What does “Millennial based Ayurvedic Beauty Brand” mean?
Arush says that most consumers belong to the category of millennials and they wanted to choose a particular market they could serve well instead of trying to win the whole market. Their aim was to simplify the knowledge of Ayurveda and bring products to customers using the vast history behind it at the same time.
Arush explains the way products in their company are formed. First, a prototype is made from the consumers’ ideas through social media and these are shipped to consumers to receive feedback. Once they get the feedback, the actual product is launched.
“We are India’s first beauty company to crowdsource product development”
Just Herbs is modern products with traditional practices, says Arush. He believes millennials are much more aware of what they want to use than the previous generations who used whatever they were served. But now the situation is not the same and the consumers decide what they want. They don’t believe it to be true if a brand is labelled ayurvedic without verifying it first. They are willing to know more about the brand and are educated enough to find out about the ingredients etc. That’s why “Just Herbs” makes products that can provide this population exactly what they need.
“It’s a promise of wholesome beauty which millennials can relate to, which draws upon the traditional practice of Ayurveda.”
The conversation continues to cover a wide range of topics including the importance of packaging, performance in the export market and some other questions regarding Ayurveda.
CEO and Co-founder of Just Herbs
Arush Chopra is the CEO and Co-founder of Just Herbs: an award-winning millennial-focussed wholesome & Ayurvedic beauty brand and India’s first beauty company to co-create products with its community of users using social media. Before starting Just Herbs in 2014, Arush has had a background in media and private equity and has lived in Denmark, Holland, England and Singapore in previous professional and academic pursuits. Arush earned his MA from City University, London, and a BMM degree from St. Xavier’s College in Mumbai. He now lives in Chandigarh, India, and is particularly interested in the intersection of technology, consumer brands, and marketing.