PHC: Launching Ayurveda Formulations and Pivoting to B2B

Akshat identified a commercialization opportunity in his family's Ayurvedic practice. His mother had been an Ayurvedic practitioner for over 25 years, and her formulations for rectal conditions had a long track record of clinical results. He saw a path from practitioner knowledge to a scalable product business.

He ran the project as a single-person team. He took the formulations to an R&D lab in northern India for clinical validation, reviewed the results, secured licensing, ran a sample batch, and moved to full production. He also designed the brand identity and packaging, and launched the products across Amazon, Flipkart, and Tata 1mg.

D2C traction was limited. The products addressed rectal conditions, a category where customers needed a doctor's recommendation before purchasing. Without that trust layer, conversion was low and the model was burning cash. Akshat read the signal within a few months and made the call to pivot.

He rebuilt the go-to-market around a B2B doctor channel. He hired and structured a medical representative field team to pitch the products directly to doctors and pharmacies across Bhopal. The model worked immediately: the business was profitable on day one of the B2B channel. Orders came in at a scale the supply chain was not ready for, so Akshat onboarded additional manufacturers to meet demand.

Within three months of launching the B2B channel, monthly revenue grew from a few lakh rupees to over 20 lakh rupees, a roughly ten-times increase.