How Did this HOMEGROWN Brand Scale to 600 CR Annual Revenue? | Sunil Agarwal | JOY Personal Care

In this week’s episode of Barbershop, Sunil Agarwal, Founder and Chairman of RSH Global, Parent Company of JOY Personal Care, shares his insights on the dynamic landscape of Indian Businesses!
In this episode, we unravel the secrets of sustaining a legacy business in India, explore the evolving landscape of direct-to-consumer (D2C) brands, and delve into why India stands at the brink of an innovation explosion.
Sunil Agarwal shares insights on navigating the nuances of FMCG businesses, the challenges and opportunities presented by modern trade, and his perspectives on why the quick commerce trend might not be the golden ticket for everyone.
From FMCG insights to the perils of quick commerce, this conversation is a deep dive into the future of the industry. Don't miss out on this enlightening dialogue!
0:00:00 - 0:01:23 Coming Up!
0:01:24 - 0:12:30 Introduction and Sunil’s First Business and Introducing Skin Care products
0:12:31 - 0:15:35 Growing a Business in 80’s-90’s
0:15:36 - 0:18:43 Sunil’s Learnings from Risks and Failures
0:18:44 - 0:23:15 D2C revolutionising Skin Care products in Indian Market
0:23:16 - 0:29:45 Distribution Difficulties and Retailer Economics
0:29:46 - 0:32:57 JOY’s Growth 2004 onwards
0:32:58 - 0:37:26 Identifying Categories and Bottom Boxing Technique
0:37:27 - 0:41:33 Importance of Focus in Growing a Business
0:41:34 - 0:43:57 Homegrown Professional Business and Working with family
0:43:58 - 0:51:09 JOY’s Online Trade and Maximum Profit during Covid-19
0:51:10 - 0:53:40 General Trade v/s Modern Trade v/s Online Trade
0:53:41 - 0:58:25 Will Quick Commerce survive in India?
0:58:26 - 1:11:00 Sunil’s Spirituality Journey and Vision for JOY
1:11:01 - 1:18:25 Diversification of Assets
1:18:26 - 1:24:10 What’s next for JOY?
1:24:11 - 1:31:32 Sunil’s Advice for Budding Entrepreneurs

[@vidiyal748]

Taklu bhai nice interview da, me being a south Indian never saw this brand. first time i saw this during my trip to Himachal, his moisturizer product was awesome felt it the first time i used it, never in the world i thought this is such a big brand.

[@ParthSharma25]

47:10 Hi Shantanu, Big fan of your podcast. Thanks for bringing such valuable insights. I think the reason for 15% of online business in Bangalore is migration of people from North to South. I am from MP, I have used Joy product when I was in my hometown. But when I moved to Bangalore, I could not find them, so when online presence of Joy increased, it became easier for me to buy. And then you speak to your friends and colleagues (who may be from South) and then the word of mouth spreads.

[@AmitTiwari-qe8bu]

You can get these kind of INDIA insights only from a entpreneur who build businesses in different era and still relevant by doing everything by iteration & execution. Asli dhanda to yahi banate h bhai. Ye insights Mackenzie ye bain nhn dega uska sample size n=500 hi hota h. Learned many things. Thanks

[@somriverretreat]

Agarwalji is a true hero.His purity of heart comes out in the entire interview. It was such a feel good interaction❤

[@aniketrane]

Such an amazing interaction, so many good things to learn and remember. - Competition is not a zero sum game but competition is important and only it can bring innovation out of you so enjoy the game !!! - 4 aspects to remember for good life are 1. Clarity of thought 2. Purity of heart 3. Giving your best 4. Spiritual consciousness - Approach as if there is no 2nd option and give your 100 % - Leader is the one who can see beyond which is visible !! - If you want to have prosperity of 1year grow grains, prosperity of 10 years then grow trees and if you want prosperity of 100 years then grow people - and to grow people bring magnetism, keep trying and be sure that some people around you will get magnetised and spread this notion - Next generation is getting restless and impatient which is scary - Bottom boxing - "When you are everything for everyone Then you are nothing for anyone Cut the tail" then your brand will be recognised

[@kunfuseman]

Learned so much from Sunil Agarwal, what a great mind and business legend

[@sachinrajput-ru8yt]

Best episode on barbershop till now, every second was like an eye-opener.

[@pravinkumar-sf6mb]

46:10 :Bengaluru has turned out to be good market for them coz a lot of people from North, West and East India are working there. This is my opinion.

[@vidiyal748]

Yes right

[@tejwanichander]

Truly Agarwal Sahab is a Legend,A genius & Such a insightful person.How can I thank you all .? I am my self a cosmetics manufacturer,But never in our community a person comes out so openly & Sharing his Journey to build a master piece.Thanks Shantanu & your team.Please have more episodes with Sunil Sir.Thanks

[@dhruvsovasaria]

being a 10 yo , I have seen my father being attached to what he was producing at the factory(he used to manage the whole factory for his fufaji ) and proudly telling me that our produce (steel sheets) is being sold for +1 rupee a kilo in the market and still people are buying it . I have seen him having full belief in the our products , now I can understand the amount of hardwork he must have put in to achieve that

[@DarkHorse-bn5lt]

Quick commerce is great and here to stay but need to give it more time. I see that the Old Gen Z only criticising it but it is definitely a convenient option for masses and eventually people will want to pay for it and a lot of times the platforms like swiggy do charge below a minimum value.

[@nadadurv911]

Excellent Insights from Mr Sunil Agarwal

[@abhinabaghose3380]

Best one till now - best mix of indian consumer behavior, how to build a long term vision, obvious uncomplicated market strategies. .

[@ashishsinghal736]

This is so amazing. Thank you Shantanu for arranging this. Thank you Sunil sir for the sharing your wisdom.

[@aashish_passi]

Shantanu your shaving foam insight is super awesome, I really want to sit by your side and learn that how to get to these consumer insights. Super impressed and keep up your amazing work.

[@Everything_Marketing]

Thanks for having Sunil ji on your channel. Amazing podcast and a lot to learn from Sunil ji 😊

[@VasuGoenka]

Shantanu Sir, You are amazing! You are bringing great people who have achieved so much and we are learning great stuff through these podcasts.

[@nishantawale6198]

@ I second you Shantanu, me too was mesmerised and lost track of time listening to this podcast- - I wish I could thank you enough for what you are doing for small enterprises like us for making so much true wisdom accessible at almost free of cost - Regards to Sunil Sir - Some of the insights are actionable straightaway for me...Appreciated 🙏

[@fcaatir]

Dont know about how your sales increased after your podcast, but now I am a BSC user after hearing you for the last 1 year. Good work.

[@user-ny5it3zs3q]

Amazed. Absolutely eye opener for lot of new entrepreneurs.

[@KV-Industries]

Bhot sari chize sikhne ko mili jese ki bottom boxing. Great episode

[@vikasrajak3270]

We want more broadcast like this, so much of learning . Great business man. #JOY # barber shop ..

[@SS-sonny]

Shantanu,the more I listen to yr podcasts,more I feel belonged to family of Bombay shaving co. Keep up the good work .Thanks

[@siddharthjain9853]

Absolutely delightful interaction. The single most imp podcast to understand business in India.

[@00mpa1oomp4]

I started using Joy products around a May of last year, and now it's my go to brand for facewash and lotions

[@prateekrockzzzz]

What a man!!! This conversation made me emotional. Such deep insides. Apne dhandeka majbut Khiladi.

[@rishabhkamboj2864]

Thank you, barbarshop, with Shantanu and the whole team for such fabulous, knowledgeable videos.

[@akshaykamathb2788]

Thankyou so much Shantanu for Bringing such amazing guests. such a Rich & Insightful Episode. Please bring Sunil Sir back, would love it.

[@bucketlist2808]

Joys charcoal facewash is excellent . It reduces my acne . Thanx so much joy

[@shubhamverma8319]

Vision of Sunil sir,is very good👍🏼👍🏼👏

[@dhruvsovasaria]

purity of heart spiritual consciousness sincere effort clarity of thought

[@rohanshetty8715]

Soon I will be buying my first Bombay shaving product. Only because of these podcasts. Keep going Shantanu.

[@RohanPandhram]

The best episode till date❤keep up the good work 👍

[@surojitguha]

From so called premium products, I became a regular user in Gurgaon. Awesome products. And they had the guts to bring in a brand ambassador like Bharti. Truly innovative guy with guts. Please provide the smaller SKUs of moisturizer available on Big Basket etc, helps small families and bachelors. It's a Joy to see this.

[@DeepSukhwani]

Good discussion. Lots of life lessons. Thank you. Sharing away with close group

[@tanmoychowdhury8083]

Very interesting and informative . Pleasure to see and also helpful . Love from Bangladesh ...

[@Everything_Marketing]

Please bring Sunil sir again. Make a series with Sunil sir

[@tanmayamallik6064]

Expecting this episode to be very useful for me.

[@shubham-yj2iw]

Nice podcast shantanu sir .god bless u nd BSCo

[@krishwadhwa5470]

Simple yet Powerful ❤🔥

[@ayndriladutts5445]

I salute to such great personality 😊

[@visheshchopra4392]

Excellent conversation, loved every bit of it

[@chandravlogs4326]

Please make these type of videos..

[@mukulgupta5517]

Love this podcast ❤️

[@udditconsul7699]

After so so long a G.O.A.T episode . Enjoyed it so much . Truly fantastic . Missed this kind of fun . Much love to shantanu bhai ….

[@v905]

Sir why cant i find this podcast on apple podcasts . Love this show and looking to find it on my phone podcast app (ios ) . Plz guide

[@anupjhunjhunwala9216]

Just Mind Blown Bottom boxing Respecting your competitors story analogy with ramayan

[@ANKITNAKH]

Is se badhiya learning kuch hai hi nahi business mein

[@vindhyachalchaurasiya4446]

I'm proud to be part of this organisation

[@payalshah2727]

Guys please share such podcast amazing interview

[@user-hs7dx9xm3g]

after completing this video, i catered those insights that traditional MBA lack to teach us. One and Half hour mein MBA ki feel aagyi. Thank you so much Shantanu for proving this master information to the audience. I became your consumer (Product user) not just by looking its features and price, because of the knowledge you are promoting to the audience from your learning which other whould charged for this information. and whenever i consider to purchase the grooming products i always remember your product by you. I believe one day you gonna change the Ecosystem of Indian Business by changing the mindset of the small Entrepreneurs.

[@raghavagarwal8125]

Insane 🔥🔥

[@ananddivan1208]

A simple like button just doesn't do justice to this episode. Enjoyed every minute of it.

[@saniyajaswani9824]

Truely saying I didn't hear Joy brand. Born n brought up in MP. They have to seriously work on expanding their brand. They need to seriously work on their packaging n branding

[@mohammadraza4441]

Amazing Interview…

[@USY4495]

JOY 🎉@BEST

[@amanrastogi7186]

Best episode 🎉

[@SubhamSingh-nl2is]

Thank you sir

[@SubhamSingh-nl2is]

It's very helpful to me

[@shriyanshjain904]

He is very genuine and amazing human ❤

[@IdlyVada]

Can’t Believe this content is for Free…😮

[@raghavagarwal8125]

Love this ❤

[@asdfgh3098]

Quite engaging conversation 🤯

[@hetvidave]

My family has been using Joy lotions and creams for a few years now. They are amazing as well as affordable. They also have some of the best affordable sunscreens as well.

[@satishtorgal7050]

He is a real entrepreneur. He doesn't know the cash burning strategy.

[@mohammadraza4441]

The most self suicide strategy by entrepreneurs these days

[@shalabhkulshreshtha]

Agrawal sir mujhe lagta hai Blore mein aapka product isliye bik raha as a lots of migration from north india to blore especially at youth level .They might be using the same product in north.

[@onlythinkgood]

Good one, support 👍🏻👍🏻

[@rajeshg9394]

Good learnings

[@sauravlucky21]

1:29:30 very very important line.

[@HamtheChimp]

Hi Shanthanu, we'd love to hear you interact with Mr Sridhar Vembu of ZOHO on building a bootstrapped SAAS Unicorn!

[@Yash_-_]

Learnt a lot from this amazing podcast ❤❤

[@Sjsingh788]

Best of the episode 56:20

[@shuvadipdas5754]

wow bottom boxing , "genius pure genius" .

[@Bsingh9376]

People resource are main resource

[@vivekkapoor9607]

Congratulations on your incredible journey! From humble beginnings to thriving success, your cosmetic brand's growth is truly inspiring. Here's to more beauty and success in the future!

[@DeepSukhwani]

15 lacs in 1988 at 7% inflation would be around 1.7 crores today. Not a small sum still

[@jainamshah4038]

🔥🔥🔥🔥🔥🔥🔥🔥

[@mridulgoyal8659]

1:09:11 best lines

[@sauravlucky21]

I have used joy body lotion and facewash and I must say they use herbal ingredients and less chemicals.

[@umeshnaidu]

Shantanu if you had also asked the following: 1) is it possible now in 2024 onwards to have a personal care business with 3 cr revenue and 50 lac profit 2) is it possible to build to 50 cr without any advertising 3) if yes are there any examples which are there in the Indian market now

[@deltaecho8968]

1. Yes i run a detergent powder brand 2. Yes, but good quality products and keep very less margin until you reach your target revenue not more than 5-6% 3. Next 3 years i will touch 50cr, rn have grown 2x in 2 years

[@nikunjmaheshwari571]

Shantanu - Learn to put your point down properly when you are disagreeing (I admire your work)

[@ganeshprd.bhandari1442]

❤❤

[@pran10000]

I stopped listening when he said his brother just gave him 15 Few lakhs in 86. They were already rolling in the riches lol..

[@shibbujoseph]

I guess the selfie culture , social media apps lead to the exponential demand for skin care products.

[@pradeepvasava1959]

What is meaning of Lagacy company??..what is the difference between b2c and lagacy?

[@TheMarketingMan4U]

Jo family business ho usko legacy company kehte hai. Sunil ji had family business 1in Kolkata n 1 in MP but segments were different. That's why he got 15lacs rs from his brother in 90s.

[@pradeepvasava1959]

@@TheMarketingMan4U thanks a lot 🙏

[@aniketrane]

B2C means Business to Customer. In this model there is no middle man like wholesale distributor instead manufactures can sell the product directly to customer. This has been made possible through e-commerce. But as it is been highlighted in the video it can not replace the traditional way of distribution model in India because of intricate nuances in Indian market !!!

[@zambo400]

Add this content to KZbin music too

[@dhruvsovasaria]

now I know how and why all the baniyas are so consistent

[@TheMarketingMan4U]

Both are in cosmetics...deal final.

[@sachinjain4606]

Why start putting up ads in videos?

[@darsh5176]

You should have invested more into perfume, we live in tropical country.

[@rd-rams2193]

Next tume ease bring someone from ITC

[@rokijai1]

15 lakhs for the business, todays 10 cr. Not bad.

[@TheMarketingMan4U]

Nope 1.8 crore still huge sum.

[@user-ub5ff3lc4y]

Did anyone realise ....owner of BOMBAY Shaving club selling us the Shaving merchandise does not shave himself with the same product.

[@harshildangayach5723]

Please bring dmarts dhamani for interview

[@gauravpatnaik3118]

What is shantanu drinking 😅

[@amitr4385]

Isnt this yhe sams guy who said to work 100 hours and then deleted...

[@akshaykamathb2788]

19:25 usko pakdo jiska pair hai aur apne s/y me dal diya ( copeing )

[@Sjsingh788]

"When you are everything for everyone Then you are nothing for anyone Cut the tail" then your brand will be recognised

[@rutusinh_]

Sir hindi language me bolo yaar 😊

[@pbbharali-oe9pp]

Bhai Hindi ma bhi podcast suru kar Doo English jamm nahi raha hai

[@pbbharali-oe9pp]

Kon kon mera sat hai

[@user-qf5nc7pw7r]

Koi nhi h... Not everyone is from hindi belt... I dont understand hindi properly... Sometimes I have to physically pause and think what's been said.. and there are many like me.. english is universal language... Learn it . A whole new world will be opened for you...