ETBWS 2025: Beast Life's roadmap: A D2C success story
ETBrandEquity Brand World Summit 2025
,
Raj Vikram
, co-founder of
Beast Life
, took the stage to share his company's journey and roadmap for 2025 and beyond. Vikram, alongside fellow co-founder
Gaurav Taneja
, has steered Beast Life to significant growth in the competitive direct-to-consumer (D2C) market.
Vikram's journey began in Lucknow, leading him to work with prominent brands in Gurgaon and Goa, including Mamaearth and Dr. Morepen. These experiences shaped his understanding of brand building. This realisation led him to connect with his ex-boss, Varun Alagh, co-founder and chief executive officer of Honasa Consumer. Alagh was approached for guidance when Vikram wanted to start out on his own.
Alagh introduced Vikram to Gaurav Taneja, a key influencer and co-founder with a strong grasp of product development and operations. Their combined synergy laid the foundation for Beast Life.
Navigating the D2C landscape
Beast Life emerged as a
health brand
in a dynamic D2C environment. Vikram highlighted the evolving market, noting, "Mamaearth, Plum, Illuminate have made influencer led brands. They started investing in influencers at a very early stage. After that they became big and not just an influencer brand." He underscored a crucial principle: "Not a single brand gets built from just marketing. The right thing to do at the right time is very important to build a D2C brand."
Pillars of success: Product, story and trust
A critical factor in Beast Life's rapid ascent, according to Vikram, has been the product line coupled with a compelling brand story. Gaurav Taneja, with his 15 years of experience in the fitness industry, brought immediate credibility and trust to the brand. "If our co-founder was in this line for the last 15 years, fitness influencer India, obviously, people would trust us," Vikram explained.
The founders' strategic vision and execution have yielded impressive results. "It's been 13 months for the business. We already crossed 40 crore NFT net sales as a business, and that too profitable with a box percentage of 60 per cent," Vikram mentioned.
A step-by-step approach to growth
Vikram detailed Beast Life's methodical strategy for scaling:
Product focus: Prioritising "trending products" that resonate with their audience.Distribution strategy: Emphasising a D2C-first approach, which currently drives 70 per cent of their business. Operational excellence: Continuously refining customer service and logistics, acknowledging initial challenges but highlighting subsequent improvements.
Vikram summarised their holistic philosophy: "Building a brand in the D2C space is a 360 degree approach. Product trend, product story, distribution, then customer service, logistics, together can make a good D2C brand.'
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