India’s first and only customized Ayurvedic lifestyle and wellness brand Vedix provides personalized haircare, skincare, and wellness regimens for all.
The concept of customization is very new to the Indian lifestyle and wellness landscape, and Vedix endeavours to break the notion of one-size-fits-all, as well as the vicious cycle of trial and error that leads to unsatisfactory results.
Moreover, this tech beauty brand claims to amalgamate AI and analytics to provide users with real-time analysis of their doshas, which they call ‘Dosha Profile’,
Here are the excerpts from an exclusive interview with Mumbai Live:
How is Vedix different from other brands that also sell Ayurveda beauty products?
Vedix is unique in many ways. The unique proposition of the brand is to curate products to suit each individual’s body characteristics, as identified by their doshas. We also leverage artificial intelligence, big data, and cutting-edge technology to craft customized solutions for each individual and continuously incorporate consumer feedback to deliver an ever-improving product.
How did you come up with this idea?
In 2011, Chaitanya Nallan, Sangram Simha, and Veerendra Shivhare founded IncNut Digital that ran two women-centric digital media platforms – Stylecraze.com and Momjunction.com. These platforms used to promote a lot of skincare brands and gather feedback from customers.
An overwhelming message from the feedbacks was that most women were not satisfied with the products they were using and were frustrated with constantly trying something new that may or may not suit them. Further in-depth surveys allowed them a more thorough understanding of women’s issues with skincare, and haircare products. This motivated the founders to talk to ayurvedic doctors and research why most products did not work on customers. This led the company to build its customised haircare, skincare and wellness brand – Vedix.
Can you elaborate on how the ‘Dosha Profile’ works in connection with the product?
In Ayurveda, every individual is believed to have a body constitution that is specific to him or her and is considered as different entities.
Ayurvedic texts talk about a personalised solution to each individual based on prakruti, doshavastha (condition the doshas), and dhatus (tissues in the body).
According to Ayurveda, when the doshas – Vata, Pitta, Kapha -- are perfectly balanced, Agni (digestive fire) properly works, wastes are properly excreted, all the senses are blissful, that is when it is called perfect Health.
The doshas -- Vata, Pitta and Kapha are the biological energies found in the entire body, which govern both the body and mind. Each person has a certain proportion of these doshas. They in the state of equilibrium are responsible for the health of a person and their imbalance leads to disease.
Customisation is inherent to Ayurveda. We all are born with some combination of Vata-Pitta-Kapha combination that determines our core nature (prakruti).
Due to the modern lifestyle, stress-filled work culture, the imbalance between personal and professional life has risen many stress-related issues such as early ageing, black patches, acne, early baldness, hair fall, dandruff, lower immunity levels, hormonal imbalances etc., we identify which doshas are out of balance and give the right combination of herbs based on the prakruti. We offer a range of products for Hair, Skin and Immunity health!
Therefore, through our questionnaire, we try to determine the current imbalanced state of our customer’s dosha (Vikruti) and offer regimens customised for them.
Is the product promoting Vocal for Local?
Absolutely! Vedix is made with Herbal ingredients that are locally sourced and are manufactured in an Ayush certified plant located in Hyderabad, India. There is an increasing focus on localising the rest of the supply chain as such as some components of packaging material which is still sourced from other countries as local suppliers are not available.
What is the purpose behind catering to international customers?
Ayurveda doesn't differentiate based on geographical location. What is true for Indian consumers is true for global consumers. Hence, we believe that ayurvedic recommendations would suit equally well for our international clientele. In fact, with the growing prevalence of yoga and mindful meditation, there is increasing acceptance of a holistic way of living and ayurvedic products appeal to such consumers. However, we might change the delivery format for some of the formulations to be more palatable for the global audience.
What does it mean when you say the product uses “modern Ayurveda” and a tech beauty brand?
The customers earlier managed to squeeze out more time to indulge in daily self-care acts. But for a modern customer, managing with ten things in their arms and self-care often is a difficult choice. Thus, the traditional herbal concoctions are transformed into easy-to-use regimes. We have modernised not just the way we suggest the customised products but also their delivery formats.
Are there any side effects of using the products quite frequently?
Vedix products are made with 100 per cent natural ingredients and are tested for their suitability across consumer profiles. Though, even plant-derived ingredients (Phytochemicals) could be allergic to some people. Therefore, we always recommend our customers to test the products before continuing with prolonged use.
As the products are customized Ayurveda with AI, are they affordable to the common man?
They are very affordable. A regimen consisting of 3 products:
Haircare Regimen: It contains an oil, a serum and a shampoo priced at INR 999
Skincare Regimen: It contains a cleanser, moisturiser and serum prices at INR 999
Immunity Range: We have a range of immunity-boosting products that use a combination of gut health-improving herbal extracts and other herbs aimed at improving skin, hair, heart and health. Priced at INR 799.
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