YOU ARE AN ENTREPRENEUR, A MEDICAL DOCTOR, AND A PUBLIC HEALTH COLUMNIST. WHAT ARE THE CHALLENGES YOU ENCOUNTER WHEN SHIFTING BETWEEN THESE DIFFERENT PROFESSIONAL ROLES?
It now comes naturally to me. I balance my time well between being an entrepreneur and a doctor. As an entrepreneur ever since 2004, I gained my experience practically with the business but I always missed utilising my medical knowledge. My second masters, my job experience in hospital administration, and my time working in a2i/UNDP in the height of the COVID-19 pandemic brought out the public health communicator in me.
WHAT WAS THE INSPIRATION BEHIND THE CREATION OF ORGANIKARE?
It has been a journey inspired by different people in different phases. Initially, it was my father-in-law. I learned more from him about business than I have from anyone else. My colleagues’ loyalty to ensure that we make safe and the best possible products, my friends and family members who used our products and gave the brand rave reviews, my seniors in the business, and now my children, all played crucial roles in our success. The ultimate gratification comes from watching my children be proud of Organikare.
WE DEVELOPED OUR MANUFACTURING TECHNIQUES TO MAKE THINGS MORE USER- FRIENDLY OVER THE YEARS, INFUSING THE GOODNESS OF HERBS IN ALL OUR PRODUCTS. OUR SECRET INGREDIENTS ARE THE HERBAL EXTRACTS AND STRICT ADHERENCE TO NEVER USING ANY CHEMICALS THAT MIGHT REMOTELY BE HARMFUL.
WHAT ARE THE KEY DRIVERS BEHIND THE SHIFT TOWARDS LOCAL AND ORGANIC BEAUTY AND SELF-CARE BRANDS IN BANGLADESH?
Imported personal hygiene and beauty products still dominate the Bangladeshi market. I have heard that the quality of imported goods may vary when purchased in Bangladesh compared to the same products bought in a first-world country. That being said, the consumer behaviour tilting towards Bangladeshi products that cater to specific needs and preferences might be attributed to a cultural shift observed among the younger generation, who are more tech-savvy, influenced by social media, and knowledgeable about product ingredients. This new generation of consumers seems to be more confident in their choices and aware of what they are looking for than the previous generation. This shift is also reflected in food habits, cafe culture, the way people gather information, and overall buying habits. The growing ‘made in Bangladesh’ pride may also be contributing to it.
HOW HAS ORGANIKARE MANAGED TO BALANCE ANCIENT AYURVEDIC PRACTICES WITH CONTEMPORARY SKINCARE AND WELLNESS REQUIREMENTS?
Organikare’s original range still remains the powder form face masks and hair packs. We developed our manufacturing techniques to make things more user- friendly over the years, infusing the goodness of herbs in all our products. Our secret ingredients are the herbal extracts and strict adherence to never using any chemicals that might remotely be harmful. We source the herbs from our gardens and reliable vendors. It is our dream to expand the range enough to fill up a boutique store! At our core, we focus on the blends of herbs, oils, and minerals.
WHAT MAKES ORGANIKARE SO APPEALING TO THE BANGLADESHI YOUTH?
The youth of Bangladesh, being the largest demographic, have significant influence over the market and are expected to continue doing so in the coming years. It is wonderful that Organikare has managed to capture their hearts and establish a strong presence among them. The success of Organikare can be attributed to the quality of our products, which speak for themselves. Despite not having a large marketing budget, we have thrived through word-of-mouth and social media communication with our consumers. The rapidly changing landscape of social media has had a profound impact on marketing, branding, and sales, providing tangible results and measurable conversions. However, this has also led to a shorter attention span among consumers. Organikare has been in the market for some time and has proven to be a trusted and reliable brand. I am grateful to our consumers for being with us.
Photograph: Farabi Tamal