In a sea of choices, the real challenge for any brand is to position itself effectively. Diipa Buller Khosla’s Inde Wild does just that, reflecting her own values and heritage. Here’s why we think so!
It's easy to feel overwhelmed by the sheer number of beauty products available today—each promising to be the next big thing. We often find ourselves sifting through countless brands, most of which blur together, offering similar claims with little to set them apart. It’s rare for something to truly catch our eye, and when it does, it’s often because it’s been marketed in a way that resonates with us on a deeper level.
When I first came across Diipa Buller-Khosla’s brand, Inde Wild, it was their product Champi Oil that immediately caught my attention. It stood out not for its Ayurvedic ingredients but the fact that a celebrity brand was dedicated in bringing traditional practices like champi to the mainstream, especially in the hair care category. Plenty of brands use natural products, and many are effective, which makes having a strong brand positioning important. This is where Diipa truly shines, especially with her ability to market her products and brand. It is nothing short of inspiring, and there are numerous lessons to be learned the way she does it.
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Here is a list of Diipa's brand efforts that need appreciation:
Vision that aligns with her personality:
Inde Wild's message is crystal clear, to celebrate South Asian heritage and the wild, untamed spirit that comes with it. It’s about thoughtfully formulating a system through the lens of Ayurvedistry, where conscious chemistry meets 5,000-year-old rituals. The way these products, particularly the champi oils, are marketed resonates not just with Diipa herself, but with so many of us. Diipa is an entrepreneur who takes great pride in her culture and history which she consistently highlights on every platform she engages with. While marketing her products, the audience can see her vision aligning with her deeply rooted love for Ayurveda and that's one reason why the marketing looks so authentic.
Focusing on familiarity
Another aspect that draws me in is the familiarity. The brand’s main aim is to make age-old beauty solutions accessible to everyone, and since they’ve reintroduced us to these roots, it feels both familiar and easy to understand. Diipa mindfully blends her love for the gifts of Ayurveda with her brand. She also tries to focus on involving even the ones who may often be left out of the beauty conversation.
Inde Wild takes this into account, promoting vegan and clean beauty among its customers. Just take a look at the brand’s website or social media—the visuals are meticulously planned to evoke a sense of relaxation, self-care, and feeling good in your own skin. As a fashion and beauty influencer, this is exactly what one can find on Diipa's page making it easier for us to connect with the brand too.
In many ways, Inde Wild reflects Diipa herself, which is something you don’t see very often. She speaks passionately on every platform about her love for South Asian culture and heritage, beauty, and self-love—all of which are echoed in the brand’s voice. She understands her audience, identifies their needs, and bridges the gap between tradition and modernity. Diipa’s entrepreneurial journey gives us many lessons for creating a brand that not only stands out but also deeply resonates with its audience.
Happy Birthday Diipa! May we continue to learn such lessons from you!
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