Sanjeev Juneja’s success story took Kesh King to great heights
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Sanjeev Juneja’s father was a doctor of Ayurveda in Ambala. He had a small clinic. Staying with his father, he learned the work of Ayurvedic medicines. But after the death of his father in 1999, the responsibility of the family fell on his shoulders. He decided to carry forward his father’s legacy. To start the business of medicines, he took two thousand rupees from his mother. After a few years of continuous hard work and research, he started his company in 2003 and launched Royal Capsules in the market. When its demand increased in the market, the profit started increasing. Started reinvesting the money coming from profit. As a result, he never needed to take a loan from the bank.
turning point
The biggest turning point in his career came in 2008. His own hair was falling and he created an Ayurvedic formula to stop it. It worked. He decided to commercialize it. Named it Kesh King and launched it in 2009. But at that time many big companies were present in the market. It was not easy for a small Ayurvedic company to find a place among them. He noticed that all the branding in the market is happening on the hair style. Juneja focused on hair health. His trick worked. He himself went to the shops and marketed his product. Used to sell each vial with his own hand and used to tell people its benefits.
They gave good margin to the shopkeepers. Due to this the business started growing. Juneja then started giving huge advertisements in newspapers as well and reached out to the customers directly. Slowly the cell started growing. Now they also focused on TV advertising and made well-known actress Juhi Chawla as their brand ambassador. The first year’s sale was 6 crores, which reached 13 crores in the second year. By the third year, the company’s sales reached Rs 29 crore. Then the company achieved sales of Rs 150 crore and Rs 300 crore. The company’s sales were increasing at an annual growth of 60%. Then the attention of the big companies of the world went towards it. Finally, in 2015, FMCG giant Emami bought Kesh King for Rs 1,651 crore at a five-times valuation.
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After selling Kesh King, Juneja started working on the problem of constipation. This is how he created his next brand, Pet Safa. Juneja believes that a product name should reflect what the product does. This time they roped in comedian Raju Srivastava as their brand ambassador and offer huge margins to shopkeepers. Pet Safa also proved to be a superhit product. Juneja then prescribed joint pain medicine Doctor Ortho. Famous lyricist Javed Akhtar is its brand ambassador. After this came the number of Roop Mantra. This nail is a medicine for pimples. In this, Preity Zinta was made the brand ambassador. Even after this, he created many more brands like Sachhi Saheli. That’s why Juneja is also called Brand Machine.
Apart from being an entrepreneur and investor, Sanjeev Juneja is also a motivational speaker. He has given lectures in big institutes like IIM Ahmedabad, Indian School of Business, TIE, Indian Institute of Management. He also has an important contribution in getting the modern form of Ayurveda recognized in the country. Along with this, he has also been a supporter of campaigns like Vocal for Local and Self-reliant India. Today their products have become the need of the people. Interestingly, Sanjeev Juneja did this work in a very short time. Today the turnover of his SBS Group of Companies is in billions.
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