From personal experience of the lack of mental health solutions in India, the founders of Orshad believed that CBD products could fill the gap in the market.
“I was suffering from insomnia when I was in America, so I used CBD to help me sleep and I really liked this product. When I returned to India in 2012, I started using CBD to help me sleep. I didn't have anything. My only options were sleeping pills, which made me feel light-headed and tired, or melatonin, which gave me vivid dreams and left me feeling tired.”
CBD demand
Western markets, especially the US and Europe, have played a role in raising awareness among Indian consumers who have been exposed to such products abroad.
Additionally, the global shift towards alternative medicines such as nutraceuticals, Ayurveda and traditional Chinese medicine is also contributing to this demand.
People are looking for natural preventive treatment options to replace symptomatic treatments, which often have strong side effects and limited long-term effectiveness, Singh said.
Several factors are fueling cannabis demand, but anxiety and insomnia are the most pressing issues faced by those seeking mental relief.
“Sleep disorders such as insomnia are the main reason people rely on sleep. However, 35-40% of our customers suffer from stress- and anxiety-related issues, mental health issues such as depression and social anxiety. We are buying for,” said Singhee.
Orshad recently launched Calmashroom, a combination of cannabidiol (CBD) and Cordyceps sinensis aimed at improving endurance and energy levels. This combination is also known to reduce symptoms of anxiety, depression, and stress.
Within the next year, the company plans to launch Lion's Mane and CBD products as part of its Nootropics series.
Increase availability of mental wellness solutions
Orshad describes itself as a neo-Vedic wellness brand that aims to incorporate new formats and solutions into traditional Ayurvedic practices.
When determining product formats, the company prioritizes effectiveness and delivers solutions that resonate with consumers.
“You don't always have to reinvent the wheel. We know certain formats work well globally and will work here,” Singhee said.
Orshad’s first product launch was a CBD tincture, a sublingual format used around the world. This familiarity made it easier to get hired in India.
However, customer feedback quickly revealed that Indian consumers strongly associate capsules with medicine, making them a popular format, especially among older consumers.
Additionally, capsules eliminate the uncertainties associated with tinctures, such as how much of each drop to take and how long you need to keep the product under your tongue.
Additionally, in response to requests from customers who have tried CBD gummies overseas, Orshad has been working on its own line of gummy products for the past year, which will soon be ready for sale.
However, oral cannabis products are regulated products that cannot be sold without a doctor's prescription.
Regulatory situation in India
There are several major institutions regulating cannabis use in this country.
The Drug Enforcement Administration allows the use of cannabis leaves, locally known as “bang”, for religious and medical purposes.
In 2014, the Ministry of AYUSH, which is responsible for the alternative sciences of Ayurveda, Unani, Siddha and Homeopathy, approved cannabis as one of the top five medicinal herbs. This will allow companies to obtain a license from AYUSH to manufacture and sell CBD-based products.
Licensed manufacturers must source raw materials directly from the Excise Department, which also regulates alcohol.
Only with approval from these agencies can companies legally operate in India's cannabis sector.
To ensure consumers have safe and easy access to CBD products, Awshad operates entirely online, allowing patients to consult with a panel of physicians wherever they are. The prescribed medicine will then be shipped to the patient.
This is especially useful for elderly and infirm people who have the advantage of not having to travel outdoors.
Future plans
Orshad has been exploring the growing market for functional mushrooms since last year and continues its research on chaga and turkey tail.
This aligns with Orshad's vision of natural, preventive, and curative care that is free of side effects and available to everyone.
Since the company was founded three years ago, its revenue has grown four to five times. Shinhi attributes this to entering the cannabis market at the right time and reaching unexpected groups such as the elderly and consumers with palliative care needs.
The initial target population was working adults aged 25-45 living in tier-1 cities such as Delhi, Mumbai and Bangalore. But demand is increasing from smaller cities and people grappling with the challenges of aging and illness.
This has led the company to set its sights on expanding beyond India in the next two years. Southeast Asia and Africa are at the top of the list due to their proximity to the country and the cannabis markets in these markets are fairly untapped.
