Basanti Chakraborty, a new entrant in the herbal business, is yet to launch her products in the Indian market. This upcoming entrepreneur has carefully chosen her business strategy of hardselling Indian herbal products in the global market before testing it on home ground. Armed with a degree from International Therapy Examination Council (ITEC) in London and a short course from Thuna Herbalist, Canada, along with degrees on Indian naturopathy, Basanti set out to develop herbal products under her namesake brand 'Basanti' in 1998 by operating from a beauty parlour at Calcutta.

With consumers spending an average $ 3.8 billion annually worldwide on alternative medicine and the market for natural products growing 15 per cent annually, she is now ready to explore business opportunities for her products globally, and has already tied up with clients all the way in distant Hollywood.

She spoke at length to indiamarkets about her business plans.

indiamarkets: With many herbal products in the market today, what is your unique selling proposition?
Chakraborty: Most of the products we find in the global market today are not available in India. Most of them are derived from rosemary, sage and other products. I am focussing only on Indian herbs, which are very easily grown and cultivated in India, which the overseas consumer is not really aware of. I am focussing basically on fruits and flowers of Indian origin like jasmine, calendula, chrysanthemum, palash (Flame of the Forest), lemon and orange flowers .

indiamarkets: Where do you plan to launch your products first?
Chakraborty: At the outset, I am poised to launch my products at Los Angeles. I have roped in a few supermarkets there who will sell my products. I have some clients in Hollywood too, who I am not ready to name at the moment. Naturally, I am targeting the premium-end consumer. After that I have plans for launch in European countries through franchisee outlets.  My products will be launched in stages.

indiamarkets: What are the stages you are talking about?
Chakraborty: While I will initially offer skincare and beauty treatment to customers, there are plans to expand my portfolio into Ayurveda at a later stage for treating ailments, basically related to skin.  Other plans include launches of flower-based teas, candles, incense sticks, aromatic oils and dried flowers. The dried flowers and drinks are based on the four elements: Earth, fire, water and wind.

indiamarkets: What are your plans for the Indian market and what about brand-building?
Chakraborty: I am contemplating to introduce herbal and flower teas in India. As of now, there is no real significant player in the market but herbal drinks are really catching the consumers' imagination these days. If all goes well, my products could well be the first branded herbal teas in India. I am trying to spread brand awareness in the country by word of mouth and brochures.

indiamarkets: You aspire to carve a niche in the global market. What do you feel is the single most important quality control measure you practice?
Chakraborty:I am aware that effectiveness and quality of healthcare products are of supreme importance in a global market, in addition to packaging and marketing. It is for this reason that I have started to source all my raw material requirements from a single place. I take all my ingredients from Ramakrishna Mission, Narendrapur, where they grow fruits, flowers and vegetables organically. There is therefore no fear of arsenic and other sources of toxicity in the raw materials that I use for my products. I adhere to this quality control practice strictly.

Contact Details:

Basanti's Floral Odyssey,
Ayurvedic Clinic,
3A, Neelamber Building,
20B Shakespeare Sarani, Calcutta-17.
Phone: 2813909.
Email: floralcal@satyam,net.in