Cannabis has gained a bad rep in India. But misconceptions about recreational use of cannabis often overshadows the plethora benefits of medical cannabis.
Marketer turned entrepreneur Richa Jaggi has taken it upon herself to challenge norms and break barriers in the medical cannabis wellness industry. She is doing so through Awshad, a wellness brand for India’s cannabis-curious. Founded in 2021, the young startup provides high-quality CBD products and promotes thoughtful integration of cannabis in wellness pursuits.
The motivation to build a cannabis wellness brand struck Richa after experiencing a personal loss. Her pet, Champ, passed away due to Perianal cancer. Witnessing his suffering and the limitations of allopathic medicine made Richa desperate for alternative therapies. That is when she chanced upon the the potential benefits of CBD to alleviate pain and enhance the well-being of pets.
She embarked on a mission to provide high-quality CBD products to pet owners across India, ensuring that others could access the same level of care and relief she wished she could have provided Champ.
Traversing uncertainties surrounding the legality and feasibility of medical cannabis products in India, Richa believes in educating consumers first.
Serving as the Co-founder and Chief Marketing Officer of Awshad, Richa brings to the table her 10+ experience as a marketer and strategy specialist. As the head of Awshad's marketing and strategy team, Richa spearheads the brand's expansion through creative campaigns, digital initiatives, and brand-building endeavors. Leveraging her extensive experience across major marketing paradigms, Richa infuses deep insights, creativity, and data-driven approaches to propel Awshad forward.
As the brand celebrates its third anniversary, the Women Entrepreneurs Review team spoke to Richa about her entrepreneurial journey, how she navigates ethical & legal challenges and her vision for brand Awshad.
What inspired you to foray into the medical cannabis industry, a field not pursued by many in India? Did your personal experiences play a role in the idea conception for Awshad?
The inspiration for entering the medical cannabis industry came from a deeply personal experience—losing my dog, Champ, to cancer. Witnessing his suffering and the limitations of allopathic medicine made me desperate for alternative therapies. After researching the potential of CBD in alleviating pain and improving quality of life, I felt compelled to bring this healing option to others. Awshad was born from this personal journey, with the mission to offer safe, accessible, and effective cannabis-based treatments, especially in a market like India, where such alternatives are still emerging for humans and pets.
Additionally, we are thrilled to celebrate Awshad's 3rd anniversary this month, marking a journey of growth and resilience despite significant challenges. Over the past year, Awshad achieved an impressive 30% revenue growth and is poised for an additional 40% growth this year. Our dedication to quality through clinically-tested, vegan, and gluten-free products has driven a 60% increase in our customer base last year, with this upward trend continuing at 60-65% in 2024. We look forward to further milestones ahead.
Can you tell us about navigating the legal factors while building and scaling brand Awshad? What has been your approach to mitigating any legal challenges that the brand might face?
Navigating the legal landscape of medical cannabis in India has been both complex and interesting. Compliance with the NDPS Act is crucial, and we've worked closely with legal experts to ensure that all our products meet regulatory guidelines. Our approach involves maintaining transparent relationships with regulatory authorities, adhering to licensing requirements, and educating ourselves on the ever-changing legal framework. Our medical cannabis industry also now has an association representing us and other companies in the same field to push our cause further.
Cannabis as a subject often brings with it ethical and moral dilemmas. How do you handle such challenges and educate the target audience about CBD?
Education and transparency are at the core of how we handle the ethical challenges surrounding cannabis. There are misconceptions about medical cannabis, particularly in India, where it's often associated with recreational use rather than its medicinal value. We focus on educating our audience about the therapeutic benefits of CBD, backed by scientific research and testimonials. Through content marketing, community engagement, and collaborations with healthcare professionals, we aim to shift the conversation from stigma to informed decision-making, ensuring that people understand its legitimate medical applications.
What has been the most significant learning experience for you as a leader in the medical cannabis industry?
The most significant learning for me as a leader has been to fail fast and learn fast. In an emerging industry like medical cannabis, where regulations and market perceptions are constantly evolving, agility is key. Early failures taught me valuable lessons about what works and what doesn’t, helping us pivot quickly and stay ahead of challenges. Additionally, building trust in a market where cannabis is often misunderstood has been crucial too.
As you build up the brand Awshad, what hurdles do you anticipate in the brand’s next growth phase? How do you intend to counter these roadblocks?
As Awshad enters its next growth phase, we definitely see a requirement of a more robust supply chain. And more supply, but thats a good problem to have and we are equipped with it as we are working with some of the best manufacturers in the country. Advertising is and will remain a hurdle due to ban on advertising words like cbd, cannabis etc.
What is your vision for the brand going forward? Are you looking to launch any new innovations in the medical cannabis space?
Our vision for Awshad is to become a leading name in medical cannabis, not only in India but globally. We aim to expand our product line to include more innovative treatments addressing a wider range of health concerns, such as pain management, mental health, and chronic illnesses. We are also planning to grow in the functional mushroom space and launch even more products.
What advice would you give to aspiring female entrepreneurs who are looking to make a meaningful impact in their chosen industries?
To aspiring female entrepreneurs, my advice is to be more audacious. Women are naturally risk averse but I strongly feel taking calculated risks is important to thrive as an entrepreneur and more importantly I want all female entrepreneurs to take up space, we are just thankful for the seat at the table but must never get intimated in the entrepreneurial world.
