Episode 57

Diving into the 150% growth niche brand

In this episode, the co-founder of Knya, Abhijeet Kaji engages in a fascinating conversation with WebEngage’s Chief Growth Officer, Ankur Gattani, where he passionately speaks about his strong connection with the medical community, and shares his dedication towards making the extremely hard lives of doctors and nurses slightly more comfortable with his healthcare apparel.

59 mins

About the episode

In this episode, the co-founder of Knya, Abhijeet Kaji engages in a fascinating conversation with WebEngage’s Chief Growth Officer, Ankur Gattani, where he passionately speaks about his strong connection with the medical community, and shares his dedication towards making the extremely hard lives of doctors and nurses slightly more comfortable with his healthcare apparel. Abhijeet speaks about strategies that his company relies upon for growth and success, and he also shares quite a lot about how they strive to spread and increase brand awareness. This conversation is a treat for niche marketers and casual viewers alike, as Abhijeet oscillates between sharing hardcore information about strategy, technology that they are using, data and other metrics, as well as taking a deep dive into interesting details and anecdotes about so-called less technical aspects of their brand building exercises. He mentions an interesting titbit during the conversation about how he taps into the medical community with his content, which incidentally is written and conceptualised by full-time doctors, acting as copywriters. Abhijeet and Vanshika’s inspiring journey not only motivates but also acts as a learning experience for to-be entrepreneurs as to how to build a brand that balances purpose and performance, while prioritizing the needs of its customers.

Listen to this podcast!

Navigate through the chapters

00:00

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Introduction

02:11

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The Birth of Knya

04:08

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Customer Base and Discovery

08:56

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Stores and Offline Journey

13:20

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Nuances of The Category, Challenges And Competition

16:10

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Customer Acquisition, Retention and LTV

21:33

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Brand Marketing Vs Performance Marketing

25:32

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Pace Vs Quality, and Pricing

28:26

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Customer Experience and Brand trust

32:07

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The Organization, Data and Analytics

36:02

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Niche Category, Specific Problems and Solution

43:23

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Omnichannel Learnings

44:54

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Content, Growth and Distribution

48:08

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Conclusion

About the speaker

Abhijeet Kaji

Co-founder of Knya

Abhijeet Kaji is an accomplished entrepreneur, investor, and strategist, best known as the co-founder of Knya, a fast-growing brand, revolutionizing professional workwear for India’s medical sector. With a sharp eye for identifying niche markets and turning them into scalable businesses, Abhijeet has carved a unique space for himself in India’s consumer and healthcare startup ecosystem. Abhijeet’s academic background includes an MBA from Stanford University, and a BSc from the University of Pennsylvania. His diverse experience and education have contributed to his success in entrepreneurship and investment. Abhijeet has demonstrated a deep understanding of consumer psychology and digital-first branding. Under his leadership, KNYA positioned itself as a lifestyle brand in a category traditionally dominated by functional, unbranded products.