Tired of modern lifestyles leading to constant doctor visits, prescription medications, and invasive treatments? Struggling with bloating, chronic conditions, or stress?

Indriya Naturopathy provides a holistic, non-invasive, and drug-free approach to healing. We focus on natural therapies, prevention, and personalized treatments to address the root cause of health issues, not just the symptoms. From detox therapies and herbal remedies to stress relief and chronic disease management, we offer low-risk, highly effective treatments for conditions like diabetes, joint pain, migraines, skin issues, and more.

Discover the power of natural healing! Book your consultation today and take the first step toward a healthier, balanced life.

What do our users say about us?

In order to understand the customers, I conducted user calls and talked to customers at the Naturopathy center. In addition I reviewed our Google reviews, WhatsApp reviews and guestbook entries.

User Interview Insights & Patterns Observed:

• Hygiene Concerns: Four users previously visited other naturopathy centers but cited hygiene as the primary reason for discontinuing their treatments. In contrast, users appreciated Indriya Naturopathy’s focus on maintaining cleanliness.
• Reduction in Prescription Drug Usage: Most users reported reducing their dependency on prescription drugs after joining Indriya, with painkillers being the most commonly discontinued medication.
• Referral-Based Awareness: The majority of users discovered Indriya through family referrals.
• Most Appreciated Features: The natural-based diet plan focusing on gut health was the most valued feature, while mud pack therapy emerged as the top therapy preference.
• Preferred Digital Platforms: Instagram was the most used app among ICP 1 and ICP 3, while WhatsApp was more frequently used by ICP 2.
• Pricing Perception: Six users mentioned cost as a concern. Hypothesis: Users perceiving prices as high are likely long-term customers who may have experienced price hikes over time.
• Doctor Preference: Users under ICP 1 (mothers with one or two children) prefer visiting only when the head naturopath, Dr. Richa Arora, is available to supervise therapies.
• Search Behavior: Most users relied on Google Search and Google Maps to find naturopathy centers in their area.

Understanding your ICP

Based on the above analysis, I will be prioritizing:

ICP 1 - Mothers of 1-2 Kids & ICP 2 - Senior Citizens because their adoption rate is moderate to high, they have a strong appetite to pay, and their TAM is significant. Additionally, their distribution potential is decent, as they rely heavily on word-of-mouth, social proof, and trusted referrals, making them easier to acquire.

Acquisition Strategy

Is Indriya Naturopathy ready for acquisition?

1. Is your product pulling in enough people?
2. • Yes, over 700 naturopathy therapies performed in the last 6 months.
3. Are customers bragging about the product?
4. • Yes, strong word-of-mouth. Every user interviewed has referred others, showing strong trust in the brand.
5. Is the customer willing to pay?
6. • Customers recognize Indriya as a premium naturopathy center due to its hygiene standards and effective treatments. While some users consider the pricing high, the majority are willing to pay for the quality of care they receive.
7. Does the product do what it says?
8. • Yes, it effectively addresses the JTBD of users by offering natural, drug-free healing solutions that deliver results.

Indriya Naturopathy's Scaling Strategy

Indriya Naturopathy is in its early scaling phase, focusing on increasing awareness, building credibility, and acquiring users who seek natural healing solutions. A balanced acquisition strategy incorporating paid ads, referral programs, and content loops will ensure sustainable growth. Experimenting with multiple channels will help optimize conversion and retention.

Channel Selection

Reason for Prioritizing Channels

• Paid Ads
• • Users actively search for naturopathy centers via Google, making SEO and Google Ads crucial for capturing high-intent leads.
  • ICP 1 (mothers) heavily uses Instagram, making paid social ads a viable strategy.
  • Paid ads offer high flexibility, scalability, and a faster lead time with a medium level of effort, making them an effective choice.
• Referral Programs
• • Word-of-mouth is already strong, with most users referring others, indicating a natural opportunity to formalize and incentivize referrals.
  • A structured referral program will enhance organic growth with a medium cost, high flexibility, medium effort, and high scalability.
  • The program can offer rewards such as discounts on future treatments or additional therapy sessions to encourage participation.
• Content Loops
• • Educational content around naturopathy, testimonials, and treatment benefits can continuously engage and attract users.
  • Instagram and WhatsApp are key platforms for ICPs, making them ideal for content marketing.
  • Content loops ensure low cost, medium flexibility, high effort, and medium scalability, making them an essential long-term acquisition tool.

We will be focusing on 3 key acquisition channels : Referral Program, Paid Ads and Content Loops for enhancing customer base of Indriya Naturopathy.

Indriya Naturopathy is a holistic wellness center that integrates naturopathy, Ayurveda, and modern wellness to provide non-invasive, drug-free healing. It focuses on treating the root cause of health issues rather than just managing symptoms, catering to those seeking alternatives to allopathy and long-term wellness solutions.

Key Offerings:

• Natural Therapies & Detox: Enema, Steam Therapy, Mud Packs, Shirodhara, Acupressure, Abhyanga
• Chronic Disease Management: Diabetes, Hypertension, PCOD, Thyroid, Joint Pain, Skin Disorders, Insomnia
• Personalized Healing Plans: Tailored treatments for detox, stress relief, gut health, and weight management
• Therapy Packages: Flexible plans ranging from 1 to 50 therapy sessions, ensuring long-term healing

ICP 1: Mothers with One or Two Kids

JTBD: These users seek the energy to manage work and household commitments while also enjoying family leisure and weekend outings. They want to eliminate bloating, chronic constipation, and anxiety without relying on medicines due to their side effects. Instead, they are willing to invest in a long-term natural solution.

Key Features & Functionalities:

1. Personalized Consultation with Indriya’s naturopath doctor, leading to a customized naturopathy treatment plan, including:
2. • Recommended Therapies:
   • • Mud Pack – Helps with anxiety and provides skin benefits
     • Enema – Relieves bloating and constipation
     • Hip Bath – Supports digestive health and relieves bloating
     • Acupressure – Targets anxiety and digestive issues
     • Shirodhara – Helps with relaxation and digestive relief
3. Customized Diet Plan ensuring the therapies remain effective beyond the center

ICP 2: Senior Citizens

JTBD: They seek independence and want to avoid reliance on family members or caretakers for daily activities. Knee pain, back aches, breathing issues, and joint pain are the primary barriers affecting their mobility and quality of life.

Key Features & Functionalities:

1. Personalized Consultation with Indriya’s naturopath doctor, leading to a customized naturopathy treatment plan, including:
2. • Recommended Therapies:
   • • Knee Kati Vasti – Focuses on knee pain relief
     • Kati Vasti – Helps with overall joint pain
     • Steam / Localized Steam / Hot Foot Bath / Hot Arm Bath – Relieves muscle and joint aches
     • Kunjal – Clears sinuses and improves breathing
3. Customized Diet Plan ensuring the therapies remain effective beyond the center

Common JTBD Across ICPs

• Drug-free treatment plans without side effects
• Natural remedies that align with holistic healing principles
• Hygienic and well-maintained environment
• Supervised guidance from Indriya’s naturopath doctor

Facilities & Hygiene

• Dedicated male and female therapy rooms ensure comfort and privacy for all patients.

Core Value Proposition:

• Drug-Free, Root-Cause Healing: Eliminates the need for long-term medications
• Non-Invasive & Safe Treatments: Natural therapies without harmful side effects
• Customized, Holistic Approach: Individualized plans addressing body, mind, and lifestyle
• Prevention & Long-Term Wellness: Focus on sustainable health through diet, detox, and lifestyle adjustments

Competitive Landscape & Market Positioning of Indriya Naturopathy

Competitive Landscape

• Jiva Ayurveda: Strong reputation, AI-powered diagnosis, extensive product line, but requires long-term commitment.
• Nirvana Naturopathy: Detox-focused, experienced naturopaths, moderate digital presence, but requires significant lifestyle changes.
• Samshudhi Naturopathy: Lifestyle and diet-based healing, traditional approach, but lacks strong clinical expertise and product offerings.

How Indriya Naturopathy is Faring

• Strengths: High hygiene standards, personalized treatments, strong word-of-mouth referrals, and a combination of therapies with diet plans.
• Challenges: Limited digital presence, scalability concerns, and cost perception issues among some users.

Market Positioning

Indriya stands out for hygiene, personalization, and trust but needs to enhance digital presence, improve perceived value, and scale acquisition through content, referrals, and paid ads to compete effectively.

Total no. of potential customers:

TAM Calculation:

1. Population Data: As of mid-2023, India’s population is approximately 1.428 billion. (source)

2. Alternative Medicine Usage: A study indicates that 63.9% of the Indian population utilizes alternative medicine. (source)

3. Calculating TAM: Applying this percentage to the total population:

1.428 billion × 63.9% ≈ 912 million users.

Total Addressable market ~ 91 Cr

TSM Calculation:

1. Filter 1: People Actively Seeking Naturopathy
2. • From the 91 Crore TAM, only those actively seeking Naturopathy, Ayurveda, and similar treatments are relevant.
   • Based on alternative medicine adoption rates (~10-15%), we estimate:
     91 Cr × 10-15% = ~10-14 Cr users.
3. Filter 2: Urban & Semi-Urban Population
4. • Indriya Naturopathy is a physical center, making urban & semi-urban users more relevant.
   • If ~60% of alternative medicine users are in urban/semi-urban areas, we get:
     10-14 Cr × 60% = ~6-8 Cr users.

Total Serviceable Market ~6 Crore

TOM Calculation:

1. Filter 1: Geographic Reach
2. • Indriya Naturopathy is located in Delhi NCR, so only users in and around this region are relevant.
   • If Delhi NCR makes up ~10% of the 6 Cr TSM, we estimate:
     6 Cr × 10% = ~60 Lakh users.
3. Filter 2: Realistic Market Penetration
4. • Not all potential users will convert due to awareness, competition, and pricing barriers.
   • Assuming a 10% conversion rate (based on industry benchmarks for high-trust healthcare services):
     60 Lakh × 10% = ~6 Lakh users.

Total Obtainable Market ~ 6 Lakh users

ICP - Senior Citizens

Primary Channel: WhatsApp & Community Gatherings

Senior citizens prefer trusted sources and familiar communication channels, making WhatsApp and local wellness groups the best platforms for content distribution. They engage with forwarded messages, video testimonials, and expert-driven health advice from people they trust.

Content Loop Strategy

Content Brief

This ICP (Ideal Customer Profile) consists of individuals aged 55+, who often suffer from chronic pain, diabetes, knee pain, or joint issues. They prefer natural healing methods but trust expert opinions and recommendations from their social circles.

Senior citizens are influenced by real-life success stories and easily share content within close-knit social networks. Their belief system aligns with traditional remedies, Ayurveda, and self-healing techniques, making trust-building a key factor in this content loop.

What This ICP is Looking For:

1. Natural Alternatives for joint pain, diabetes, and knee pain.
2. Ayurvedic Herbs & Home Remedies for everyday health.
3. Testimonial Stories from seniors who successfully healed naturally.
4. Simple Lifestyle & Diet Tips that do not disrupt their routine.

Flow of Content Loop

1. Experts creat e content (videos, testimonials, simple remedy guides).
2. Seniors receive it via WhatsApp or community events and discuss it.
3. They share it with friends, family, and local groups to spread awareness.
4. Inquiries increase, leading to appointments and referrals for Indriya Naturopathy.

Diagram showing content flow

Paid Ads Strategy – ICP: Mothers of 1-2 Kids

Current Paid Advertising

Right now, Indriya Naturopathy’s ad spend is minimal, averaging ₹2000 per month, generating only one lead every two months. To scale up customer acquisition, we are allocating 70% of the budget to Instagram Ads (leveraging the high engagement of mothers on social media) and 30% to Google Ads (targeting high-intent searches for naturopathy and holistic wellness).

Instagram Ads (70% of Budget) – Primary Acquisition Channel

• Audience Selection: Target mothers aged 30-45 looking for stress relief, postpartum recovery, and natural wellness solutions.
• Campaign Objective: Increase awareness of holistic healing, stress relief therapies, and natural immunity boosters for mothers.
• Ad Type: Stories & Reels Ads
• Budget: Assuming a total ad budget of ₹100,000, Instagram Ads would receive ₹70,000.
• Ad Copy: "Moms, it’s time for YOU! Recharge with stress-relief & natural healing therapies at Indriya Naturopathy - safe, effective, and 100% natural. Book your session today!"

Ad Specifics

• Reels Ad: Showcase busy moms experiencing stress relief therapies, Ayurvedic detox, and yoga-based healing.
• Influencer Collaboration: Work with mom bloggers, wellness influencers, and family health advocates to promote a "Mom Wellness Challenge" with referral discounts.

Ad Objective: Build brand awareness, engage mothers through relatable content, and drive lead generation for therapy bookings.

Ad Focus: Utilize Reels & Stories showcasing stress relief therapies, collaborate with mom influencers for credibility, and retarget engaged users who didn’t convert.

Google Ads (30% of Budget) – High-Intent Search Targeting

• Audience Selection: Mothers searching for natural stress relief, postpartum recovery, Ayurvedic treatments, and immunity boosters.
• Campaign Objective: Capture high-intent leads from Google searches for "best naturopathy near me," "natural stress relief," and "Ayurvedic therapy for moms."
• Ad Type: Search Ads & Display Ads
• Budget: ₹30,000 allocated for Google Ads.
• Ad Copy Example: "Feeling exhausted? Recharge naturally with stress-relief therapies at Indriya Naturopathy. Safe, effective & 100% natural – Book a session now!"

Ad Specifics

• Search Ads: Target high-converting Google search keywords related to holistic healing, postpartum recovery, and Ayurvedic therapies for mothers.
• Display Ads: Retarget visitors who engaged with the website or Instagram ads but did not book a session.

Ad Objective: Capture high-intent leads from users actively searching for naturopathy and holistic wellness solutions.

Ad Focus: Optimize search ads with high-converting keywords, run display ads for retargeting website visitors, and focus on "Book Now" CTAs for direct conversions.

Why This Split?

• Instagram (70%) – High engagement, community-driven, and strong influence from mom bloggers.
• Google Ads (30%) – High-intent audience, capturing users actively searching for natural healing solutions.
• Refined Strategy: Shift from low-spend, low-lead generation to scalable, high-converting paid ads approach.

ICP: Mothers of 1-2 Kids & Senior Citizens

AHA Moment

• Completing five therapy sessions with noticeable health improvements
• Reduced stress, better sleep, pain relief, improved digestion, or mobility
• Compliments from family or realization of long-term benefits

Referral Incentives

• Financial: Discounts on future therapies with increasing benefits for multiple referrals
• Community: Personalized referral codes for close circles, creating a trusted recommendation network
• Limited-Time Bonus: Extra rewards for referrals made within 7 days to encourage quick action

Who Will Be Asked for Referrals?

• Customers who complete five sessions and experience positive results
• Those who rate the program five stars
• Long-term customers who have referred in the past

How Will Users Discover the Referral Program?

• WhatsApp messages congratulating them and introducing the referral offer
• Automated reminders sent post-session highlighting referral benefits
• Physical & digital touch points (posters, flyers, WhatsApp broadcasts, and follow-up calls from care executives)

How Will Referees Share the Link?

• WhatsApp and social media sharing with a message including:
• • Their image & short health transformation story
  • A personalized discount coupon (limited to five referrals per user)
  • Shareable content templates (short videos, testimonials, and personal recovery experiences)

How Will Referees Track Referrals?

• A referral dashboard where users can track their successful referrals and redeemed rewards
• Updates via WhatsApp on coupon redemptions and available rewards
• Personalized referral links integrated with tracking for performance insights

How Will We Encourage Ongoing Referrals?

• Recognition: Top referrers will be acknowledged as wellness ambassadors
• Tiered Rewards:
• • 1st referral → ₹X discount
  • 3rd referral → Free therapy session
  • 5th referral → Wellness gift or milestone-based reward
• Exclusive Access: Frequent referrers get access to special sessions or workshops with naturopathy experts

By integrating these improvements, Indriya Naturopathy can drive more consistent and high-quality referrals while fostering community engagement and long-term loyalty.

Referral workflow for Indriya Naturopathy.