Tatha by the Vedic Collection Pvt. Ltd. harnesses Aromatherapy and ayurvedic principles to create holistic beauty and well-being. In the space of just a few years, the company has made rapid strides. Shubhra Krishan met Divita Kanoria, the woman behind the venture.
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| Divita Kanoria |
She looks delicate, and speaks softly. But make no mistake: Divita Kanoria is a woman of steel. Her success story begins where many taper off—post marriage, children, and a major personal setback.
How did Tatha originate?
Tatha began as Tathaastu: we have recently changed the branding. It stemmed from my deep-felt love for healing. I remember I was barely seven when my grandfather fell very ill, and I would suggest home remedies for him to my mother!
As time passed, I got involved with studies, got married and soon had a baby. The thought of doing something on my own kept getting pushed to the back of my mind. But it never quite went away.
Was there a turning point that coaxed you towards a career?
Yes. In 2002, my husband was in a massive car crash in New York. The incident shook me to the core. Our children were small at that time, and the next two years went by in a haze and a daze—featuring surgeries, treatment and trauma.
By 2004, however, he was back on his feet and ready to regain lost ground. His company, Shristi Infrastructure Development Corporation India Ltd. was now ready to kick off exciting hotel projects.Hotels need spas and wellness centres. And that’s where I thought I could pitch in.
What was the initial experience like?
I had never run an enterprise of my own. And while I had a deep interest in healing, I had never studied it formally, so ‘Aromatherapy’ and ‘essential oils’ were just terms to me. Serendipity and determination combined to lead me to a guru, under whom I studied the science and art of well-being for 18 rigorous months, delving into everything from human anatomy to the alchemy of fragrance.
I would try each of my oils and lotions on my own skin—I was my own guinea pig! After the course was complete, I began inviting friends and family to try out my creations. The feedback was very positive, and word began to spread. That’s what convinced me I could put my creations out on the shelves.
What was the initial investment?
I put in Rs. 40 lakh, and began with 60 to 70 products.
Besides your formal training, what else did you do to equip yourself with knowledge of the market?
I travelled extensivley, for almost an entire year. During that time, I attended almost every Wellness Conference I could find. I was like a sponge, soaking up every little bubble of information and tucking it away for my use.
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| About Tatha |
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The Tatha range of 167 aromatherapy formulations targets men, women and teens. The products include Massage Oil, Bath & Hair Oil, Body Lotions, Bath Salts, Face & Body Scrubs, Clay Masks, Face Creams, Day Creams, Hand & Foot Creams, Soaps, Mouth wash and Home Products. Tatha has a flagship store in a prominent Delhi Mall, and one in Mumbai, where it also supplies its products to a five-star hotel. Its first signature salon has just opened in Kolkata. The company supports Shikshaantra, a remedial education and adult education programme by Khushii. |
One of the key realizations I had during these explorations was that people—including myself—came back from a spa treatment without gaining any lasting benefits. A few hours after a massage or treatment, you were back to square one, feeling as stressed and unfresh as before.
To change that, I began to devise a home-care range of products, which would ensure continued healing, long after a visit to the spa.
In a market brimming with natural wellness products, what was your differentiator?
My USP is being 100% natural and fresh. Tatha does not use any preservatives, though this means lowering the shelf life. We use oils that are extracted from nature itself - be it the flowers, leaves, bark of a plant. We do not make animals guinea pigs to test products and use recyclable packaging material.
The other differentiator is commitment to quality. I know everyone says that, but at Tatha, we source every ingredient from the place where it originated. For example, the adzuki beans required for a Japanese foot scrub are imported straight from Japan. Besides, I have always taken care to put my products through stringent and expensive laboratory tests, so that quality is never compromised.
But that must have pushed the pricing up?
Yes it has. My products are priced rather steeply, if you compare them with some of the other brands in the market. But then, discerning customers always know that they are getting value for money, and that when a product is pure, a little goes a long way—
you only have to use a small amount at a time, so it lasts longer.
What prompted you to change your branding from Tathaastu to Tatha?
Two reasons: Tathaastu was difficult to pronounce. And then, I wanted the name to sit easy on the Western tongue, as well.
How easy or tough was it to reintroduce yourself, so to say?
I have to admit that rebranding my products has been quite a challenge. The task of convincing and reassuring people that they are buying the same products, only under a different name, has been uphill. But then, it has only been a few months since Tatha, which means ‘Nature’s Blessing,’ was introduced.
How do you promote your products and services?
Tatha does not have a celebrity brand ambassador. We don’t do advertising campaigns either. I do hold regular coffee table sessions with my clients, so that we get to know each other better. But principally, it is positive word of mouth that has helped Tatha more than break even in just two years: we are now between double and triple what we began with.
Your tips for aspiring entrepreneurs in your field?
I have quite a few!
• Pay attention to your packaging: that’s your first impression, and it should spell class.
• Create a good mix and match of products targeted toward skin, face and hair. Clients tend to get bored with the same things over and over.
• Train your therapists and retail staff very well. There is no shortcut to being hands-on.
• Don’t be bullish: one small step at a time is the way to go.
• Most importantly, be true to yourself and passionate about what you do.
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