How to build a profitable bootstrapped D2C | Arush Chopra @ Just Herbs
Arush Chopra, CEO and co-founder of Just Herbs, has a remarkable story of entrepreneurial success that defies the conventional wisdom of startup funding. Arush, who began his career as an aspiring actor, found his path in private equity, ultimately leading him to co-found Just Herbs in 2014 alongside his wife and mother from their family home in Chandigarh.
Just Herbs has grown to become a leading Ayurvedic beauty brand, surpassing well-known names like Maybelline and Lakme in the lipstick category. With net sales exceeding ₹100 crores, the brand has established itself as a formidable player in the beauty industry, backed by major investor Marico.
Bootstrapped Success and Clever Growth Hacks
In an industry where startups often rely on significant cash burn for customer acquisition, Just Herbs stands out as a bootstrapped success. Arush emphasizes the importance of clever growth hacks, stating, “We didn’t have the luxury of funding; we had to get creative.” This creativity led to innovative marketing strategies that connected directly with consumers.
Initially, Just Herbs focused on skincare and haircare, but consumer demand for natural makeup propelled the brand into the colour cosmetics space. “Natural makeup in itself or Ayurvedic makeup has been very nascent,” Arush explains. “We saw where others lacked and improved upon it.” Today, around 60-70% of their revenue comes from cosmetics, a testament to their successful pivot.
Understanding the Market and Consumer Needs
Arush and his team recognized the need to adapt their offerings based on market demands and consumer preferences. “Every marketplace has its own nuances,” he notes, stressing the importance of understanding the specific needs of beauty shoppers across platforms like Nykaa and Flipkart. By collaborating with these platforms, they were able to create exclusive products tailored for different consumer segments.
One of Just Herbs’ standout products, a 16-pack lipstick set, went viral for its affordability and variety. Priced around ₹545, it appealed to the younger demographic looking for an economical way to experiment with colours. “Every woman has about eighteen to twenty lipsticks to match with all those dresses,” Arush explains, highlighting the product’s unique value proposition.
Crowdsourcing and Community Engagement
A key component of Just Herbs’ strategy is crowdsourcing product development, a process that has fostered a strong community around the brand. Arush recalls, “We created a community around our products where consumers could provide feedback and suggestions.” This approach not only engaged customers but also ensured that new products aligned with their interests.
The brand’s success in crowdsourcing is evident in their Ayurvedic micellar water, developed through consumer feedback. “Consumers got very invested in that product,” he shares, illustrating the power of involving customers in the product development process.
Advice for Aspiring Entrepreneurs
Arush’s journey offers valuable lessons for aspiring entrepreneurs. He emphasizes the importance of first principles thinking. He encourages others to think long-term, stating, “We are in it for the long haul.” Furthermore, he advises focusing on strengths: “Pick things you are innately good at, as those will guide you toward success.”
Arush Chopra’s story exemplifies how passion, innovation, and a deep understanding of consumer needs can lead to extraordinary success in the competitive beauty industry. Just Herbs serves as an inspiration for future entrepreneurs aiming to carve their niche in the market.
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Thank you for sharing the article on Just Herbs!