Auric Update: How We Launched New Products And Fulfill 25,000 Orders/Month [5x Growth]
This is a follow up story for Auric. If you're interested in reading how they got started, published over 2 years ago, check it out here.
Hello again! Remind us who you are and what business you started.
A chemical engineer by education, I spent almost a decade with Unilever across Geographies and Categories before I left to start Auric. Auric is a Purpose-led brand with Ayurveda for Millennials. The purpose is to help make better choices for a better lifestyle whether it is Better Skin Better Sexual Wellness or Better Tea for example. On other hand, a Millennial Ayurveda brand should make Ayurveda part of Millennial pop culture i.e. making Ayurveda trendy, relatable, and part of the lifestyle
Auric started with Coconut water-based Ayurvedic drinks for Skin, Hair, Weight, Immunity & Sexual Wellness. This was followed by Ayurveda-inspired Hot Beverages such as Moringa Masala Tea, Ashwagandha Hot Chocolate, and Turmeric Gourmet Coffee. Recently, we launched Ayurveda Supplements led by Plant-based Protein powder
It has been 3 years since Auric has been in existence. We are already doing 25000 orders every month.
Tell us about what you’ve been up to! Has the business been growing?
The business is growing more than 15% month-on-month and has already grown more than 5x in the last 12 months since we spoke last.
Our marketing strategy is well balanced across all three funnels - Top, Middle, and Bottom. Creating content in collaboration with social media influencers helps at the top while Facebook/google helps at the bottom. A strong community of 120,000 Instagram followers does the job in the middle. Retention is less talked about in marketing plans but it is often a key element for the longevity of a brand. Auric has worked out its email marketing strategy with Klaviyo and also, developed proprietary conversation technology to enable WhatsApp convenience for existing customers
Our product strategy is focused on bringing purpose to everyday lifestyle through Ayurveda. We launched a range of Hot Beverages and Supplements as two new categories in the last 12 months. In addition to that, we added a new purpose to our coconut water-based drinks - Sexual Wellness - Men’s Energy Drink. The unique combination of 3 potent Ayurvedic herbs has already helped 100,000 men to manage their bedroom performance, stamina, and wellness.
What have been your biggest lessons learned in the last year?
Hiring - Know when to hire freshers vs jack of all trades vs domain experts. Different stages of business require you to optimize for Cost vs Time vs Energy.
You are either a manufacturer or a distributor or a marketer. Be master of one and professional of two and manager of three.
What’s in the plans for the upcoming year, and the next 5 years?
Our vision is to make Better Life for Millennials with Ayurveda. On the brand side, Auric will use the power of content-community-commerce to become part of the attention and conversation of millennials.
On the product side, Auric will bring Ayurveda Wellness in foods you eat as well as personal products you apply.
Have you read any good books in the last year?
Twitter threads in my opinion are the new source of knowledge in a time-deprived world. I tend to follow domain experts from across the globe in marketing, business, CPG, and technology. For eg @mkobach @julian @shaanvp @mrsharma on the CPG marketing side or @parikpatelcfa @post_market @shl @filtercoffeehq @Aviralbhat.
Advice for other entrepreneurs who might be struggling to grow their business?
Stay put for as long as you can and Try as many consumer, product and marketing experiements as you can.
Where can we go to learn more?
If you have any questions or comments, drop a comment below!
Hey! 👋 I'm Pat Walls, the founder of Starter Story.
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