According to homegrown wellness brand Vahdam's global chief marketing officer, brand collaborations are a great customer acquisition mechanism and open up new avenues for innovation
"Marketing plays an important role in the customer validation journey," opines Vahdam’s global CMO Sneha Beriwal.
Sneha Beriwal is a seasoned marketer. In 2022, Beriwal joined the homegrown wellness brand Vahdam as the global chief marketing officer. With over 17 years of experience, she has worked with companies like Aditya Birla Payments, Pantaloons, Nestle, Dabur, Westmill Foods and Novartis. At Vahdam, she is leading the marketing function for the brand both nationally and internationally. In the past year, the brand collaborated with companies like Bira 91, Nicobar and Get-A-Way launching limited edition tea-based products. The wellness brand has also curated themed-based hampers like the Emily In Paris and made an appearance in goodie bags of the Oscars (2022).
While the company is hyper-active on the collaboration front, Beriwal tells Storyboard18 that Vahdam is not “unnecessarily quirky or overtly topical as a brand.” For marketing, the focus is on their origin and product stories. The brand is exploring entering into the organic spices market, globally, and will evaluate how it can extend its playbook both product and marketing-wise, she says. Beriwal talks at length about consumer trends, her journey as a marketer at the start-up, and more. Read on.
Q. How would you encapsulate Vahdam’s brand journey so far?
As someone who spent a lot of time working closely with various FMCG brands, I made a few observations. In most FMCG companies, the brand journeys start as an early thought and the product becomes a part of that story. It’s different in start-up companies like ours. We started our product journey from the beginning. That gives us an edge over others. From sourcing the right tea leaves to getting the blends right, we now completely focus on innovation. Our focus on branding follows after.
Also read: Vahdam Teas: Can The Online Tea Empire Replicate Its Success At Home? - Forbes India