MSME SuperPower:
Blending Traditional Ayurveda with Modern eCommerce
Jinal Patel
Founder, Vinayak International, Baroda, Gujarat
Growing up, I learned natural remedies and formulations passed down through generations of my family. The healing principles of Ayurveda were woven into the fabric of my childhood. This immersion in ancient wellness practices left a profound mark on me. I was fascinated by the power of herbs, spices and time-honored recipes that nourish the body and mind. Though my path to entrepreneurship was winding, those early experiences planted the seeds. They shaped my vision to share Ayurvedic solutions through innovative products that benefit people.
After completing my education and dabbling in various jobs, the desire to revive and modernize these age-old practices grew stronger. This led to the birth of Vinayak International in 2020, a venture that combines the wisdom of Ayurveda with the vast opportunities of eCommerce. And while Vinayak International has grown over time, my aim is to honour that generational lineage even as we create new products and reach more lives.
Early Days: Embracing Challenges with Innovation
Our first step into eCommerce was listing Trichup hair oil on Flipkart. Though small, it marked a pivotal moment – the start of an expansive growth trajectory. It set in motion our evolution into super stockists across Gujarat, expanding our catalogue to include Keshmani hair oils, shampoos, face washes, and more. That initial foray was the springboard that propelled our exponential growth across digital platforms. It paved the way for us to reach wider audiences and scale our product line in ways we hadn’t envisioned when we began. While just an initial milestone, it kickstarted a period of immense growth and learning for our business.
We integrated customer feedback into our product development, and launched our own products like Hingrakshak Powder, Amla, Reetha, Shikakai, and Rohabs. We also introduced rare powders like Chakri and spices such as fennel and mustard seeds. Each new product represents a blend of tradition and innovation, a testament to our evolving business model.
Central to our venture were two unwavering pillars of strength – my father and my wife. Their support was instrumental in navigating the complexities of online business, particularly in managing the digital aspects of our enterprise.
Transformative Impact of Walmart Vriddhi
Joining the Walmart Vriddhi program marked a significant turning point for Vinayak International. The program, which I discovered and joined in early 2023 has been instrumental in reshaping our business approach and strategy.
What particularly enlightened us was product presentation and branding for Vinayaka International. We learned the importance of naming products in a way that resonates with customers and aligns with search trends on eCommerce platforms. This strategic approach to product naming significantly increased our visibility and customer reach on Flipkart.
Another key learning was the art of digital presentation. Prior to Walmart Vriddhi, we faced challenges in meeting Flipkart’s quality control (QC) standards, especially in photographing products. The program guided us on improving our product photography which led to a drastic reduction in QC failure rates. This improvement not only streamlined our product launch process but also enhanced the overall customer experience by providing clear, high-quality images of our products.
Stock management was another critical area addressed by Walmart Vriddhi. We gained insights into efficiently managing inventory based on sales trends, ensuring that our most popular products were always available to customers. This strategic stock arrangement helped us maintain a positive ranking and avoided billing issues. The program’s mentorship laid a robust foundation for our online retail strategies, driving growth and diversification for the company.
Future Aspirations: Crafting a Healthier Tomorrow
The future of Vinayak International is promising and extensive. The program has instilled a customer-centric approach in us. We are continually exploring new products, especially in the herbal and millet categories to meet the evolving needs of our customers. Our plan is to transition from trading to manufacturing, focusing on producing rare herbal products and providing cost-effective alternatives in Ayurvedic medicine.
The Walmart Vriddhi program has been a catalyst in transforming Vinayak International from a local business to a burgeoning retailer, setting the stage for further expansion and success in the digital marketplace.