After working for two decades as an investment banker, all Karthik P could think about was shedding his banker's suit to embrace the world of entrepreneurship. Driven by a passion for fitness, he embarked on a quest to deliver pure, natural foods to Indians around the country. His online debut on Flipkart and a revolutionary franchise model have turned the tide in favor of farmers as well as first-generation and women entrepreneurs. Read this invigorating story from Coimbatore, Tamil Nadu.
Fitness was the driving force behind Karthik P‘s transformation from a successful banker to an innovative entrepreneur. Raised in Coimbatore, Tamil Nadu, Karthik’s journey began with a strong foundation in Computer Science and an MBA. With over two decades of experience in the private banking sector, he was well-established in the corporate world. However, a growing desire for a more meaningful pursuit had him reevaluating his life.
It was Karthik’s passion for fitness and healthy living that became a catalyst for change. Driven by a commitment for well-being, he launched The Natural India in 2019 – a venture to bridge the gap between consumers and high-quality dry fruits, spices and honey.
“I am passionate about fitness. I also believe that the significance of physical well-being is not being dependent on anyone as we age. I live by this mantra, and wanted it to reflect in my business too,” he explains.
Read more about how Karthik’s business supports women and first-time entrepreneurs along with farmers who grow these natural food products.
Quality Food Direct to Customers
Passionate about fitness, Karthik knew that diet was central to building immunity and maintaining a healthy body. Observing an opportunity for good quality dry fruits and nuts, he decided to take matters into his own hands.
“The idea was to bridge the gap between traders and consumers. We offer high-quality, natural food products at affordable prices by sourcing them right from where they are grown,” he says.
The Natural India began as an online store on Flipkart, capitalizing on the increased health awareness after the COVID-19 pandemic. The online model provided by Flipkart allowed the company to reach a wide audience.
“I have been a part of the Flipkart journey since 2021, and the sales support has been very good,” says Karthik. The Big Billion Days too has been instrumental in doubling their sales. “The major point where Flipkart has supported me is by reaching the northern and eastern parts of India, where our products are doing really well!” he says.
The primary reason behind the brand’s success is the uncompromising quality that Karthik ensures with every single product.
One of his standout products is honey sourced directly from local communities around India. “I was so excited when we launched our honey. We procure it from Gudalur in the Nilgiris district of Tamil Nadu. The income earned by honey farmers in some of these remote forests helps them financially, and we get a completely fresh and hygienic product. You have to taste it to believe it!” he says.
Karthik’s enthusiasm is palpable, and his belief in inclusive and fair commerce spurs his business. By sourcing each product from a specialized area, he offers customers the most nutritious products. The raisins he sells, for instance, are sourced from specific parts of north and central India and the walnuts come all the way from Kashmir.
Scaling Up and Promoting Fitness with E-commerce
The shift to a healthy lifestyle has been instrumental in driving the demand for the natural and wholesome food products that Karthik offers.
However, ensuring quality control to promote health and fitness remains paramount. “We have a separate wholesale supply, storage and packing unit in another location. Once the product comes from the farmer, it reaches this particular destination. And then immediately, our team of 12 does the cleaning and segregation according to the quality,” he emphasizes.
“Before packing, the entire lot is checked, and defective products are rejected. Next, we test products for freshness and taste. Only then, our team proceeds to the packing part. We also have cold storage in this unit to store all products optimally.”
Promoting First-Generation and Women Entrepreneurs
Karthik’s vision for The Natural India goes much further. Recognizing a gap in the market for a low-investment franchise model, he designed a framework which is 5X lower than normal, making it feasible for first-generation and women entrepreneurs seeking financial independence.
He believes women can leverage his brand and support system to build their own businesses within their communities and foster better health and fitness.
Committed to promoting young, aspiring entrepreneurs, Karthik says, “Take up a passion and start up something. Don’t give up. There will be issues you will face but keep trying. An entrepreneur’s journey is not an easy one, but it is rewarding.”
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