Owing to personal experiences on the lack of mental wellbeing solutions in India, the Awshad founders saw a gap in the market that could be fulfilled by CBD products.
“I struggled with insomnia when I was in the US, so I used CBD to help me sleep and I really liked the product. When I returned to India in 2012, there was nothing similar available. The only options were either sleeping pills – which made me feel groggy and tired – or melatonin, which gave me vivid dreams and left me feeling exhausted,” said Awshad co-founder and CEO Shivam Singhee.
Demand for CBD
Western markets, particularly in 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 toward alternative medicine – including nutraceuticals, Ayurveda, and traditional Chinese medicine – is contributing to this demand.
People are seeking out natural, preventative care options in place of allopathic treatments, which are often associated with strong side effects and limited relief in the long run, said Singhee.
Several factors are fuelling the cannabis demand, but anxiety and insomnia are the most pressing issues faced by those seeking mental relief.
“Sleep disorders, such as insomnia, are a major reason people turn to [it]. However, 35–40% of our customers purchase it for stress and anxiety-related issues, and for mental health problems like depression or social anxiety,” said Singhee.
Awshad recently launched Calmashroom, a combination of cannabidiol (CBD) and cordyceps, which are aimed at enhancing endurance and energy levels. This combination is also known to alleviate symptoms of anxiety, depression, and stress.
Within the next year, it will be launching its lion’s mane and CBD product as part of the nootropics range.
Increasing the availability of mental wellness solutions
Awshad describes itself as a neo Vedic wellness brand that aims to incorporate new formats and solutions into traditional Ayurvedic practices.
When deciding on product formats, the firm prioritises effectiveness and offers solutions that resonate with consumers.
“We don't always need to reinvent the wheel. We know certain formats work well globally, and they'll work here too,” said Singhee.
Awshad’s first product launch was CBD tinctures, a sublingual format that is used worldwide. This familiarity helped ease adoption in India.
However, customer feedback soon revealed that Indian consumers strongly associate capsules with medicinal products, making them a popular format especially among older consumers.
Furthermore, capsules remove the uncertainty associated with tinctures, such as the amount of each drop, or for how long they should hold the product under their tongue.
Additionally, in response to requests from customers who have tried CBD gummies abroad, Awshad has been working on its own line of gummies for the past year, which will soon be ready for sale.
However, oral cannabis products are controlled goods that can only be sold with a doctor’s prescription.
Regulatory landscape in India
There are a few key agencies that regulate cannabis use in the country.
The Narcotics Control Bureau allows the use of cannabis leaves, known locally as “bhang”, for religious and medicinal purposes.
In 2014, the AYUSH Ministry – which governs the alternative sciences of Ayurveda, Unani, Siddha, and Homeopathy – approved cannabis as one of the top five medicinal herbs. This allows companies to obtain licenses from AYUSH to produce and sell CBD-based products.
Licensed manufacturers must source their ingredients directly from the Excise Department, which also regulates alcohol.
Only with the approval from these agencies can businesses legally operate in India's cannabis sector.
To help consumers gain access to CBD products safely and easily, Awshad operates fully online so that patients can consult with its panel doctors from wherever they are. Prescribed medicines will then be despatched to the patients.
This is especially useful for the old and infirmed, who will benefit from not having to travel outdoors.
Future plans
Awshad has been exploring the growing market for functional mushrooms since last year, with ongoing works on chaga and turkey tail.
This aligns with Awshad’s vision of natural, preventative, and curative care that is free of side effects and accessible to everyone.
The firm has seen its revenue grow four to five times since it was founded three years ago. Singhee credits this to entering the cannabis market at the right time, as well as reaching an unexpected group of consumers – those requiring geriatric and palliative care.
The initial target audience was working adults aged between 25–45 years old in tier one cities like Delhi, Mumbai and Bangalore. But it has been seeing a lot of demand in smaller cities, and from those who are battling issues from old age and disease.
This has led the firm to set its sights on expanding beyond India in the next two years. Southeast Asia and Africa are on top of the list since they are closer to home and the cannabis market is fairly undeveloped in these markets.
