These past 16 years have just been about setting up a base, he believes. ( Log Out /  Ira has 3 jobs listed on their profile. When we started in 2001, we had set out with the idea of making a high-quality Indian product based on Ayurveda, with contemporary packaging and global appeal. “I have evolved along the way,” he admits, “I realise the importance of understanding and respecting the other’s point of view.” It helps that he loves what he does. Samrath Bedi, Managing Director: Revenue: US$4 million: Number of employees. What is the niche that Forest Essentials occupies? The Indian skincare major is known for its traditional techniques of formula preparation using organic cold-pressed oils, plant extracts, herb infusions and steam-distilled pure essential oils. Samrath Bedi: The Art and Science of Luxury Ayurveda - CORALESQUE Samrath Bedi : The Art and Science of Luxury Ayurveda His mother started a premium Ayurvedic beauty brand, he made it … For this reason, Kulkarni and Bedi decided to retail mostly from their own showrooms, even if that meant more investment. I’ve been very amazed with the response the store has got since it opened here. Find contact's direct phone number, email address, work history, and more. We make it relevant in today’s world. “We played to our strengths,” he says. Post was not sent - check your email addresses! Editor and publisher of eShe magazine. But today I find the demography has gone down to 18 years. Receive notifications of new posts by email. When you buy a Forest Essentials product, you are also educated about your prakriti and your body’s needs. We have different personalities and that works, because we end up doing things correctly, with maximum long-term impact.”. The idea was to highlight the uniqueness of India, the kind of variety that we have, the benefits of Ayurveda and to put it together with a sensibility that would appeal to anybody from a mass level to a luxury level. Eventually, with beauty, money becomes secondary. When you start using a good product early, you don’t need to run around for all the fix-its later on. Thank you in advance! When we started, we had a customer group upwards of 35 years, who knew what a natural did versus a cosmetic product. Subscribe here. Working with his mother was challenging initially, but in the long run, it has only taught Bedi the skills of listening and patience. Pictures: Rashbehari Das. We try and keep work out of our personal lives and have respect for the hours that each of us need to dedicate to the task at hand. The young girl is starting to understand that using a high-quality product is beneficial so she is starting with a lip balm or soap, things that she can afford, is understanding the benefits and then becoming a loyal customer. Change ), You are commenting using your Facebook account. Our online sales studies over the last three years showed that Calcutta was our third largest market. Samrath Bedi, Executive Director, Forest Essentials After completing his under-graduation in Economics and Psychology from the University of Rochester in New York, Samrath Bedi had set out for a career in corporate banking when his mother Mira Kulkarni began dabbling in premium Ayurvedic skincare back home in India. “I love their products and I’m ecstatic the brand is finally here,” said Malika, before exclaiming how wonderful the rosewater mist felt long after a helper sprayed it on her face. What we’ve realised is that in different states there are certain things the brand deals with in terms of culture of people and their understanding of the product. Riddhima Khanna Setting up shop at Forum mall on April 29, the executive director of the brand, Samrath Bedi, a quintessential NY banker in his previous avatar, took time out for a t2 chat. When those customers graduate to luxury goods, Forest Essentials will be among the brands that benefit. Mira Kulkarni, the founder, wanted to understand why we don’t have a world-class product with the benefits of Ayurveda. Samrath Bedi Executive director, Forest Essentials India “Karishma and I have worked on certain projects earlier as well, but not for such an extended period. That’s just not possible if we have to deal with different department stores with changing staff,” he explains. When we finally got a location at Forum mall we were good to go. This article was first published in Blackbook magazine’s December 2016 anniversary issue. Build a deep customer understanding. When you look at our entire gamut of products, the range is from lip balms to anti-ageing creams. Samrath Bedi Executive director, Forest Essentials India “Karishma and I have worked on certain projects earlier as well, but not for such an extended period. Bedi cites online sales as a vote of confidence in Forest Essentials: “There are lots of repeat customers. And it is not just the usual suspects like Japan, the U.S., and the U.K. One of Forest Essentials’ new brand initiatives is about promoting “untold stories”. “The luxury beauty market is still very nascent in India, and we are very small compared to what we could have been, say, in China where infrastructure would have given me access to 45 cities, not just 15,” he says. She has the vision, I take care of the implementation. The afternoon was hosted by Malika Varma (left), seen here with Usha Uthup. Present at the launch was Ipsita Chatterjee, an Ayurvedic doctor who is the senior manager in charge of training all the helpers at the store. “Our idea is not to just sell the product. We have to keep raising the bar and keep the momentum going,” says the 42-year-old, referring to the proliferation of me-too brands in the market. What made Forest Essentials decide to come to Calcutta? The byword for “luxury Ayurveda”, Forest Essentials stepped into Calcutta recently. Copyright © 2020 The Telegraph. “It’s not work for me,” he laughs. Samrath Bedi, Kulkarni’s son and the company’s executive director, is confident the brand will work overseas.” Read the full conversation between Arnika Thakur and Ms. Mira Kulkarni for https://www.fortuneindia.com/ on the future of Forest Essentials at the link here. 135 (2018) Website: Official website: Forest Essentials is an Indian cosmetics, skincare and perfume company that specialises in Ayurvedic preparations for its products. Answering what helps him in the idea generation, Bedi answered, “Ideas and inspiration from various triggers.