Medianews4u.com caught up with Aditya Mihir executive director CURA AYURVED & UNANI Limited
He is an entrepreneur, wellness strategist, and business leader who has emerged as one of the new-generation voices transforming the Ayurvedic and wellness industry in India. With a combination of scientific expertise, entrepreneurial acumen, and deep consumer understanding, he has played a pivotal role in redefining how traditional healthcare solutions are positioned and delivered to modern consumers.
He holds a Bachelor of Technology in Food Technology from AIFT, providing him with a strong foundation in product formulation, quality standards, and scientific research. Further strengthening his professional capabilities, he has completed advanced certification in Quality Management Systems (ISO 9001) from the British Standards Institution (BSI), Noida, along with specialized coursework through the British Council India, equipping him with international business and communication perspectives.
He began his entrepreneurial journey in 2018 by establishing a yoga center that later expanded into a specialized Panchkarma facility. Building on its success, he diversified into premium fitness and grooming ventures, creating a holistic wellness ecosystem. In 2019, he strategically launched a retail supermart, which served as a valuable platform to study consumer behavior, market trends, and purchasing patterns firsthand. These experiences provided critical insights that later shaped his approach to building healthcare and wellness brands.
In 2022, he brought his entrepreneurial expertise and consumer-centric vision to Cura Ayurvedic and Unani Limited. Under his leadership, Cura has evolved into a rapidly growing wellness company focused on making high-quality Ayurvedic healthcare accessible to consumers across India, particularly in Tier-2 and Tier-3 markets. He has been instrumental in shifting industry narratives away from exaggerated claims and toward transparency, education, and evidence-based wellness solutions.
One of his most significant contributions has been the complete transformation of Cura’s brand identity. He introduced premium, educational packaging across a portfolio of more than 600 formulations, enabling consumers to better understand the purpose, ingredients, and benefits of each product. This innovative approach has helped establish new benchmarks for consumer communication and product presentation within the Ayurvedic sector.
Today, he continues to drive Cura’s expansion through the development of advanced manufacturing and operational hubs across India and international markets. His expertise spans product development, quality management, brand strategy, consumer behavior, and healthcare innovation. With a strong commitment to excellence, transparency, and accessible wellness, he is helping shape the future of Ayurveda for a new generation of consumers.
Q. Many traditional Indian wellness brands rely heavily on local chemist networks. How do you plan to make CURA completely impossible to ignore specifically in tier-2 and tier-3 towns?
For 26 years CURA has relied on and strengthened India’s local chemist and distributor network. Unlike brands that bypass traditional channels, we invest in offline retail neighborhood chemists, Ayurvedic shops, and family doctors, ensuring visibility at the right points, and keeping shelves consistently stocked.
Our packaging carries the message: “Please purchase CURA products from your trusted offline chemist or Ayurvedic store to support the Indian economy.” We proudly support local businesses and build repeat trust through quality, availability, and trusted advice.
Q. When everyone uses the same AI tools to write copy and make images, how will CURA Ayurved keep its brand voice from looking identical to every other wellness company?
CURA, a brand rooted in tradition, draws on what it calls “Ayurvedic Intelligence” a heritage practice spanning some 5,000 years. The company says this wisdom offers time-tested remedies and a way of life that prioritises toxin-free living, addressing contemporary medical concerns while minimising side effects.
Rather than relying on AI or polished wellness jargon to shape its voice, CURA stresses that its identity comes from its products, customers, retailers and manufacturing ethos.
Q. The company claimns that its product is the only real moat. But if local consumers in smaller towns already trust older, established Ayurvedic names, why should they switch to CURA Ayurved?
Modern Ayurveda now stands shoulder to shoulder with all contemporary health choices from allopathic medicine to nutraceuticals. CURA blends time-tested Ayurvedic wisdom with rigorous modernization: scientifically refined formulations, consistent quality, clear claims, attractive packaging, and easy availability.
We don’t ask anyone to abandon trusted brands; we earn trust through visible results, fair pricing, and a complete customer experience.
Q. What is the single biggest difference between your latest marketing campaign and the previous ones?
Previously, our marketing focuSsed on visibility and broad education portraying Ayurveda as a blend of tradition and science, emphasizing its benefits in a general, aspirational way. Now we’re shifting to trust-building.
Instead of just getting people to notice the brand or feel that “Ayurveda is magical and scientifically validated,” we’ll show why CURA matters to them personally. We’ll explain the real problem, how the product works, the key ingredient, and the correct usage in simple, relatable language.
Q. Why do you think performance marketing and chasing quick clicks hurts a brand’s long-term value, and how do you convince your board to spend on slow brand-building?
After successfully educating the market, our next campaign will focus on helping the modern consumer clearly distinguish between “well‑marketed Ayurveda” and “well‑crafted Ayurveda.”
Overreliance on discounts, loud claims, and flash promotions may produce immediate numbers, but it erodes retailer confidence, repeat purchase rates, word‑of‑mouth referrals, and pricing power.
Q. Western brands love talking about highly personalised digital ads, but are you noticing any real pushback from Indian consumers who feel that these creepy, hyper-targetted ads invade their privacy?
Yes, Indian consumers are becoming uncomfortable with very personal ads. They may not always call it a privacy issue, but they understand when something feels creepy. Wellness is a sensitive category because it is linked to health, family, body and personal concerns.
If someone searches for digestion, diabetes, hair fall or weight and then starts seeing the same product everywhere, it can feel intrusive. With India’s DPDP Rules, consent and transparency are also becoming more important. For CURA, personalisation should be helpful, not scary. We should target with respect, not make people feel watched.
Q. Indian teenagers and young adults are hyper-aware of what they eat now. How are you changing your product packaging and ingredient labels to win over these new conscious shoppers?
Young consumers are reading labels more than before. They want to know what is inside the product, how it works, how to use it and what claims are realistic. This is especially true because Gen Z is now a major part of India’s online shopping base.
So packaging cannot only look good. It has to explain well. For CURA, labels should be cleaner, easier to read and more honest. Ingredient names, usage instructions, warnings and benefits should be clear. Young people respect Ayurveda, but they do not want blind claims. They want tradition explained in a clear and practical way.
Q. When you look at how content overload has ruined consumer attention spans, how long do you think a modern brand story has to grab a viewer before they scroll away?
A brand has very little time to stop someone from scrolling. I would say the first three seconds are very important. But in wellness, the first three seconds should not be a cheap trick. The opening has to feel relevant.
The consumer should immediately feel, “This is about my problem” or “This may help me.” After that, the brand has to give proof. A good hook without product clarity can hurt trust. So our story should be simple: first catch attention, then explain the product, then build confidence. People scroll fast, but they still pause when the message feels useful.
Q. Digital OOH is booming in the Metros. How do you adapt that infrastructure to work effectively in small towns which suffer from bad internet and power cuts?
Digital OOH cannot be copied from metros and pasted into small towns. In metros, you can run high-end screens, live updates and fast-changing creative. In small towns, power cuts, poor internet and maintenance issues are real. So we need a practical model.
Screens should be placed where people actually go: markets, bus stands, chemist clusters, clinics and busy chowks. The content should be light, locally stored and backed by static branding. If the screen is off, the brand should still be visible. In small towns, DOOH should support local retail, not just look fancy.
Q. The company focusses on avoiding global aspirational styles because small-town consumers want things that just work. But aren’t these rural consumers upgrading to premium, aspirational lifestyles faster than anyone else?
Small-town and rural consumers are definitely becoming more aspirational. We should not assume that they only want cheap products. Reports show that rural India is also buying more affordable premium FMCG products. But their idea of premium is different.
They want better quality, better packaging, better trust and better results. They may not want a brand that feels too foreign or fake. For CURA, the right path is to be modern but still close to the consumer.
The product can look premium, but the message must remain simple, Indian and useful. Aspiration should not mean losing connection.
