Brands
“Winning trust early in the game ensured that the customer retention and repeat buying was high”: AS-IT-IS Nutrition’s Himmath Jain
Mumbai: AS-IT-IS Nutrition, headquartered in Bangalore, has recently unveiled some remarkable insights that have largely evaded media coverage. In the fiercely competitive landscape of Direct-to-Consumer (D2C) ventures. With a remarkable turnover of 200 crores already achieved, the company sets its sights ambitiously, targeting a turnover of 500-600 crores within the next three years.
Setting itself apart from the competition, AS-IT-IS Nutrition adopts a strategic marketing ethos, allocating a mere four per cent of total revenues to marketing endeavors. This frugal approach not only distinguishes them but also underscores the efficacy of their marketing strategies, showcasing substantial outcomes achieved on a lean budget.
Himmath Jain is the co-founder and director of AS-IT-IS Nutrition; a manufacturer of pure dietary supplements. He completed his MBA in 2003 from the Goa Institute of Management and subsequently worked with India Bulls and Morgan Stanley. After working for India Bulls and Morgan Stanley he joined his family’s pharmaceutical business in 2007.
After joining the family business, he discovered there was a paucity of branded supplement BRANDS in India. To fill the existing gap in the supplement market he launched his own nutrition site MyNutraMart.com and launched Zenith Nutrition brand along with his brother Arvind in 2009. In 2012 he sold his family-run pharmaceutical business to pay greater attention to the nutrition business including focusing on its branding and online sales. In March 2018 his interest in nutrition and supplements led him to introduce AS-IT-IS Nutrition to the Indian market.
Indiantelevsion.com caught up with Jain, where he shared numerous insights of their company right from its achievements, to its marketing strategies and expansion plans and much more…
Edited excerpts
On elaborating AS-IT-IS Nutrition’s journey towards profitability while being bootstrapped and the key strategies that enabled this achievement
AS-IT-IS Nutrition’s journey to profitability is rooted in our commitment to purity and quality, supported by lean operations, customer trust, and targeted marketing. We optimized expenses by focusing on product quality, streamlined our supply chain, and built customer loyalty through transparency and quality control. Our customer-centric approach and effective use of digital marketing also played crucial roles in our financial success. Not raising funds also helped us devise cost effective marketing campaigns and stay away from significant burn which other brands are susceptible to.
On the company managing its resources effectively to achieve a turnover of 200 crores
Winning trust early in the game ensured that the customer retention and repeat buying was high. Our resource management centered on cost-efficiency, scalable operations, and strategic investments. By optimizing packaging and logistics and leveraging technology in inventory and customer relationship management, we kept operational costs in check. Strategic investments in product development and marketing, coupled with a focus on cash flow management and a robust sales strategy, propelled us to achieve a 200-crore turnover.
On shedding some light on the specific marketing strategies that have yielded substantial results for AS-IT-IS Nutrition
Our effective marketing strategy, focusing on content marketing, customer advocacy, strategic partnerships, and consistent brand identity, has allowed us to achieve significant results with just 4% of revenue. By creating valuable content, leveraging customer testimonials, collaborating with aligned influencers, and ensuring cohesive messaging across platforms, we’ve built a strong brand presence and customer base with minimal spend.
On the lean marketing budget aligning with the brand’s overall business strategy
Our lean marketing budget reflects our ethos of efficiency and authenticity, supporting our financial success and sustainable growth. This approach emphasizes targeted, meaningful engagement over extensive spending, fostering brand authenticity, and credibility. It enables us to invest in innovation and maintain a customer-centric focus, ensuring long-term sustainability and brand relevance.
On steps implemented to foster innovation amidst a rapidly changing business landscape of the company
To foster innovation, AS-IT-IS Nutrition invests in R&D, adopts a customer-centric approach, monitors market trends, encourages cross-functional collaboration, and remains agile. These strategies ensure our products and practices are at the forefront of industry trends, allowing us to respond proactively to market shifts and customer needs, thereby sustaining our growth and market relevance.
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
