Started with a strong foundation in research and development, along with ayurveda at its core, Vedix is a customisable ayurvedic beauty and wellness brand that aims to address specific needs of its users. Fusing the traditional richness of ayurvedic science with functionality in the form of an easy-to-use format, Vedix has also expanded internationally. Their USP is a questionnaire on their website (www.vedix.com) that lets their team of ayurvedic doctors decipher the dosha of the user, which then lets them determine the types of products that will suit their specific needs. In a candid chat, Jatin Gujrati, business head, Vedix, tells us more:

What was the idea behind setting up the brand? What is its USP?

Vedix is an Incnut brand. Incnut also owns and operates women-centric digital beauty and health media platforms called stylecraze.com and momjunction.com. An insight from these platforms was that women are tired of trying generic products that don’t suit their skin/hair type or have harmful chemicals. That’s how we came up with the idea of customisation and ayurveda. Vedix is the only brand offering customised ayurvedic hair and skin care products and that is our USP.

How do you ensure the amalgamation of traditional and modern sciences for your products?

Ayurveda is a 5,000-year-old science and Vedix provides ayurvedic solutions in modern, easy-to-use formats to customers, thus making the products a perfect amalgamation of traditional and modern science.

While customisation is a big draw on your website, how do you ensure that clients get personalised products — because some concerns might be general yet might need specific care?

Product research is the core on which the brand is built. Even before we sold our first product, we had the R&D team in place, made up of ayurvedic doctors and formulators who created the digital version of the ayurvedic questionnaire. This questionnaire or as we call it the VPQ, helps us identify the right dosha profile of our customers. The team then went on to create the right set of oils, shampoos and serums appropriate for each profile type. We continue to have a well-staffed R&D team that creates new products and work on improving the efficacy of existing products by leveraging thousands of data points from our customers on how the products are working for them.

Tell us about the brand’s plans for the foreseeable future...

We have started the year 2022 on a positive note by launching our body care range and by expanding into the US, UK, Canada, Australia, and UAE. We expect the momentum to continue into FY23 with the launch of our babycare range and expansion into more international markets such as EU, other Middle-east countries, South-east Asia and Japan.

Pictures: Courtesy of brand