"How Sanjiv Juneja Became India's Brand Machine – The Story Behind Kesh King & More"

Sanjiv Juneja – The Brand Machine Who Created Multiple Blockbuster Brands

Sanjiv Juneja, popularly known as the "Brand Machine" of India, has built multiple successful brands in his entrepreneurial journey. In 2015, he made headlines by selling his Ayurvedic hair oil brand Kesh King for a whopping ₹1651 crore, creating a historic moment in the FMCG industry. His journey is full of ups and downs and offers valuable lessons on brand building at every stage. Read on to explore this inspiring story…

Early Life

Born in 1976, Sanjiv Juneja's father, Indra Kumar Juneja, was a renowned Ayurvedic practitioner in Ambala, Haryana. When Sanjiv was just 5 years old, his father suffered a heart attack. Fearing the loss of his father, Sanjiv started spending more time with him.

Watching his father treat patients using Ayurvedic methods piqued his interest. He began reading about Ayurveda and medicinal herbs, and his father supported and guided him, which made Sanjiv deeply passionate about this ancient science.

Beginning of His Business Journey

Everything was going well until 1999, when Sanjiv lost his father at the age of just 23. Suddenly, the responsibility of running the household and clinic fell on his shoulders.

With a clever idea, he borrowed ₹2000 from his mother and placed a known doctor in his father’s clinic. He also handed him a book written by his father about Ayurvedic treatments. This plan worked well and the clinic continued to function smoothly.

Seeing success, Sanjiv opened more clinics with other Ayurvedic doctors. Eventually, he established around 80 clinics, personally managing them under the company name "Sanjiv Juneja Pvt. Ltd."

However, despite financial success, he felt a disconnect. The doctors under him weren’t operating the way he envisioned. By 2003, he had earned ₹2 crore, but he decided to exit the clinic business and do something that excited him more.

His relatives and acquaintances criticized his decision, but Sanjiv stood firm.

Starting from Scratch Again

Using his Ayurvedic knowledge, Sanjiv began formulating products and selling them himself on his scooter. He faced many difficulties during this time but continued to work hard and learn about the market.

He realized that to produce high-quality Ayurvedic products and meet rising customer demand, he needed a modern and technologically advanced facility. In 2008, he set up his firm in Kala Amb, Himachal Pradesh in partnership with SBS Biotech Unit - II.

Birth and Success of Kesh King

In 2009, he observed that hair fall was becoming a common issue among people. He decided to create an effective Ayurvedic solution and launched it under the brand name Kesh King.

Initially, he sold the products door-to-door to collect customer feedback. As responses turned out to be positive, he expanded distribution.

Thanks to its strong efficacy, Kesh King became a massive hit. In its first year, the brand earned ₹6 crore, which rose to ₹13 crore the next year and eventually crossed ₹150 crore by the fourth year.

Soon, giants like Godrej and Emami started noticing his brand. After receiving multiple offers, Sanjiv sold Kesh King to Emami for ₹1651 crore, setting a milestone in the Indian FMCG industry.

Becoming the Brand Machine

After the success of Kesh King, people assumed it was a fluke. But Sanjiv proved everyone wrong again.

He launched Pet Saffa to solve constipation problems. This too became highly successful.

Following that, he launched more hit brands like Dr. Ortho, Roop Mantra, and Hempushpa. Due to his ability to repeatedly build powerful brands, people began calling him the Brand Machine.

Today, Sanjiv Juneja’s net worth runs into thousands of crores, and he continues to live a fulfilled and inspiring life.

Key Strategies Behind His Success

• Powerful Products: Sanjiv always ensured his products were high quality, effective, and solved real customer problems.

• Clear Communication: His advertisements were always simple and to the point so that even an average person could understand the product's benefit easily.

These are just a few strategies Sanjiv used to build his empire.

Conclusion

Sanjiv Juneja is a highly ambitious entrepreneur who worked tirelessly to build his business from the ground up. Despite criticism and setbacks, he never lost focus. Today, he stands as a role model for young entrepreneurs aspiring to build something extraordinary.