How Richa Jaggi Is Leading The Cannabis Wellness Revolution In India

In India, where the talk around cannabis raises eyebrows and preconceived notions prevail, Richa Jaggi found inspiration in an unexpected place - the pain-ridden eyes of her beloved pet, Champ. In an exclusive interview with SheThePeople, Jaggi shares the heartfelt story that catalyzed the birth of Awshad, a venture dedicated to cannabis-based products that redefine wellness in India.

Her venture aims not only to break societal stigmas surrounding cannabis but also to harness its healing properties. This is the story of Richa Jaggi, a trailblazing entrepreneur who challenges norms and creates a niche in an industry often marred by misconceptions.

A Pet's Journey Inspires a Purpose-Driven Venture

For Jaggi, Awshad is not just a business; it's a purpose-driven organization with a heartfelt origin. The journey began in 2019 when her beloved pet, Champ, faced a dire diagnosis of perianal cancer at the age of 12. Traditional methods were ruled out due to his age, leading Richa on a quest to find relief. This quest revealed the stark lack of standardized and pure CBD products in India. A friend's timely assistance from Amsterdam introduced Richa to CBD, providing Champ with a glimmer of relief in his final days.

If someone who stopped eating and is in so much pain could feel that little amount of relief with CBD oil, that means this is a miraculous thing.

Jaggi's personal pain and the realization of the dearth of quality CBD products in India became the driving force behind Awshad. In 2021, amidst the pandemic, she decided to shift gears from a successful 10-year corporate career to co-found Awshad with Shivam, her like-minded friend with a passion for CBD.

Cannabis In India: A Historical And Cultural Elixir

Jaggi begins by unravelling the historical and cultural significance of cannabis in India. She emphasizes that cannabis has always been a part of Indian culture, used for its healing properties in Ayurveda for ailments such as pain, insomnia, and anxiety.

Our grandparents who go to Ayurvedic doctors are not even aware that they've had certain medicines with cannabis. It holds great cultural relevance for us, always being a part of our culture.

Addressing the stigma surrounding cannabis, Jaggi chose the name Awshad, derived from "औषधि," emphasizing the medicinal aspect of cannabis. The name reflects the deep-rooted connection between traditional Ayurveda and the therapeutic properties of cannabis.  Awshad's Ayurvedic license under Ayush further solidifies its commitment to providing plant-based healing, embracing India's cultural and historical affinity for natural remedies.

One of the challenges Richa faced was dispelling the misconception that cannabis is entirely banned in India. She dispels misconceptions surrounding its legality, highlighting that Ayurvedic practices have long recognized cannabis as Vijaya, a legal and beneficial component of traditional medicine.

We use the names CBD and Vijaya interchangeably, but it's always been around, and it's always been legal. We freely embrace our culture in our oil extract, recognizing the historical relevance of cannabis and offering remedies for pain, insomnia, and anxiety. 

Cannabis, Healing And Culture

Jaggi delves into the challenges of operating in a country with preconceived notions about cannabis and passionately emphasizes the distinction between recreational and medicinal cannabis. "People use it for different purposes. It's similar to using a potato for French fries or making vodka. CBD is the medicinal part, and that's what we extract," Richa clarifies, breaking down the stigma attached to cannabis.

Jaggi'a mission is not just a business venture; it's a cultural revival, challenging preconceived notions and fostering awareness, "We're on a mission to change how people perceive cannabis. One product at a time, we're breaking the stigma and fostering understanding."

Cultural integration also plays a pivotal role, with Bhang's historical use during festivals serving as a reference point.

Changing Perceptions: Bridging The Knowledge Gap

Entering a heavily regulated market, Jaggi faced challenges obtaining licenses for cannabis-based products. However, she navigated through, forming close partnerships with manufacturers. The real challenge lies in marketing and education, with the need to 'destigmatize and create awareness' about the therapeutic benefits of cannabis.

Our biggest challenge is filling the education gap. The product is therapeutic and healing; all we need to do is bridge the knowledge gap.

As an entrepreneur, she focuses on delivering accurate information, targeting a diverse demographic, from 18-year-olds seeking relief to individuals in their 90s experiencing chronic conditions. "Our customers range from 18-year-olds to 90-year-olds, seeking relief from stress to chronic pain. The challenge is not the product; it's educating and bridging the knowledge gap."

Jaggi emphasizes the positive impact of cannabis-based products on various health issues, including chronic pain, anxiety, and serious ailments like epilepsy and cancer.

We have encouraging reports from patients suffering from fibromyalgia, and we're working on clinical studies. Cannabis is a potent plant-based medicine delivering relief without harsh side effects.

Cannabis And Mental Health: A Crucial Connection

With the growing awareness of mental health issues in India, she actively engages with experts, psychologists, and mental health professionals to disseminate knowledge. Jaggi shares her personal experience, highlighting how her products have aided her in managing chronic insomnia and emphasizing the crucial role of sleep in overall well-being.

Jaggi acknowledges the escalating mental health crisis and positions her startup as a contributor to mental well-being, "We're in the midst of a mental health crisis, an epidemic affecting everyone. It is not only about physical health; mental health is as important, and cannabis can play an important part in safeguarding both. It's actually an elixir, a plant-based medicine that gives so much goodness to your body. It's all about recognizing and addressing the pressing health issues of our time.

Looking ahead, she envisions cannabis-based products becoming integral to therapy, potentially collaborating with psychologists to aid patients. 

Overcoming Challenges Faced As A Female Entrepreneur

Jaggi reflects on the challenges of being a female entrepreneur in a male-dominated industry. She discusses the initial tendencies of vendors to communicate primarily with her male co-founder. 

Addressing challenges as a female entrepreneur, Jaggi reflects, "I fell on my face entering the world of entrepreneurship. Vendors, manufacturers, everyone would initially speak to my male co-founder. It made me realize that I needed to create my own rapport. It's about having thick skin and perseverance."

Overcoming preconceived notions and building her own rapport, Jaggi encourages aspiring female entrepreneurs to be confident, and open-minded, and not let self-doubt hinder their journey.

Advice for Aspiring Women Entrepreneurs

Jaggi's advice for aspiring women entrepreneurs is clear: shed preconceived notions, embrace imperfections, and start now. Drawing from her own journey, she encourages women to take a seat at the table, ask questions, and not let age or experience be barriers to their entrepreneurial dreams.

Don't be your own biggest roadblock. Don't doubt yourself, and don't wait for the 'perfect' moment. Perfection is overrated; embrace imperfection. Start now; don't let age or experience become a barrier. So, embrace falling on your face multiple times. The only regret I have is that I didn't do this sooner. Don't let age or experience be a barrier; start now if you have the burning desire.

Future Of Wellness And Empowerment

As her startup paves the way for cannabis wellness in India, Jaggi envisions a future where the stigma surrounding cannabis dissipates. She hopes for relaxed advertising regulations, allowing for broader awareness. With reports of positive impacts on ailments like fibromyalgia and collaboration with medical experts, she strives to enter proper clinical trials with her products, marking a scientific milestone in this space.

Suggested reading: Women-Centric Documentary 'Lady Buds' Deals With Businesswomen In Cannabis Industry