Calcutta-based wellness brand Auli has set sail on global waters, Dubai being destination number one. Along with a couple of offline stores, the range is available on amazon.in, doyuf.com, with local partners on board for easy facilitation. Aishwarya Biswas, the founder and MD of Auli, is one happy soul when t2 calls her up to congratulate her and chat about what this move means for the brand.
“I never thought we would be able to take a step outside Calcutta, let alone outside India. It feels surreal, to say the least. The entire international event was an eyeopener and was also a big step into the world out there where you are being appreciated,” says Aishwarya, known for her feisty spirit, infectious enthusiasm and giant, warm hugs.
She started Auli a little more than five years back and has since then taken baby steps to build her dream company. The young entrepreneur has also featured on Shark Tank India on Sony in 2021, from which the Salt Lake girl returned funded. “A big win for us girls. Life has changed after Shark Tank India. I haven’t got so many congratulatory messages five birthdays put together,” she had told us.
Dubai works as an international launch pad for various reasons. “Dubai feels like the right choice because we have investors, friends and family there. It’s an educated cosmopolitan market, people are always looking for good things, not cheap things necessarily. We have inroads in the market as well. For us, it took a little time to get the certification in place, a year almost, but now we have our top 15 products launched there. We are in the process of getting five more approved,” she says.
And, the reception had been “phenomenal”. She did a big launch on a yacht at the Dubai Marina for the products and “it’s been a rage and so many customers are already raving about the products,” she said.
The girl who became a businesswoman quite by “accident”, has big international dreams for Auli. After Dubai, she has her sights set on Saudi Arabia, Africa, and, of course, the UK and US. “We have started paperwork for all but it’s not easy. It’s a very tedious process, but we are all charged up.” The brand also plans to start its first offline store this year and she is also very excited about starting her consultation centre where people can just walk in and get proper information about skincare. “Because we firmly believe that only the right information will help one get the maximum results from our products,” she says.
Having had to learn from her own experiences, Aishwarya shares valuable tips for budding entrepreneurs, harbouring a global dream. “You must have a trusted partner who will guide you. Secondly, the paperwork is tedious. You must be patient and very diligent as it is a time-consuming affair and needs to be done correctly. Thirdly, export is a great thing to do, but the market research needs to be done, wherever you are planning to launch and of course, the product has to be of international quality,” she smiles.
Always a keen student of life, ‘Ash’ to her friends, the Auli boss woman feels she has grown as a human being with her brand. “I am learning every day. Each day is a new day in my scheme of things. Every day is a challenge but it’s so fulfilling and rewarding and the appreciation I get from the city and from all over the world is all worth it. I have learnt tricks of the business which I never knew before. All in all it’s been a very rewarding journey,” she says.
We say, best of luck!