By Business Connect Magazine | May 3, 2025
“Sanjeev Juneja’s Remarkable Journey: Transforming the Ayurvedic FMCG Landscape
Sanjeev Juneja, dubbed the “Brand Machine,” has transformed India’s Ayurvedic FMCG landscape with his visionary leadership and relentless drive. Born on August 20, 1976, in Chandigarh, Juneja’s journey from a modest background to building a ₹10,000 crore empire is a testament to perseverance and innovation. Inspired by his late father, Dr. I.K. Juneja, a respected Ayurvedic practitioner, he channeled his early exposure to herbal remedies into a thriving business that modernizes Ayurveda for today’s consumer.
Starting with just ₹2,000 borrowed from his mother, Juneja founded Sanjeev Pharmaceuticals in 2001. In 2008, he established Divisa Herbals Pvt. Ltd. and SBS Biotech Unit-II in Himachal Pradesh, laying the groundwork for his flagship brand, Kesh King. Launched in 2009, Kesh King—comprising hair oil, shampoo, and Ayurvedic capsules—became a household name for tackling hair fall and premature greying, achieving ₹300 crore in annual sales by 2015. Juneja’s unconventional strategy of word-of-mouth marketing and direct retailer engagement fueled its meteoric rise. In a landmark deal, he sold Kesh King to Emami Limited for ₹1,651 crore ($262 million) in 2015, one of the largest FMCG transactions in India, valued at over five times its annual sales.
Post-sale, Juneja focused on expanding his portfolio under Divisa Herbals, introducing brands like Dr. Ortho (joint pain relief), Roop Mantra (skincare), Pet Saffa (digestive health), Sachi Saheli (women’s wellness), and others such as Accumass, Dantmani, and Tulsi Mantra. These products, known for quality and affordability, cater to diverse health and personal care needs, with 15 lakh families using them monthly. His investment in eco-friendly baby care brand Mother Sparsh and mentorship of startups like Vowelor Book reflect his commitment to nurturing innovation.
Juneja’s philosophy blends Ayurveda’s holistic principles with modern accessibility, earning him accolades like the ‘Most Admired Entrepreneur of the Year’ (2019) by ABP News Network, ‘Haryana Rattan’ (2013), and ‘World’s Greatest Leaders Award’ (2016). His NGO, IKJ Care, launched in 2018 in memory of his father, supports education for underprivileged girls and provided aid during COVID-19, including ambulances and rations for 250+ families.
Recent updates highlight Juneja’s global ambitions. In 2024, Divisa Herbals expanded exports to Gulf and Asian markets, capitalizing on rising demand for natural products. His motivational speaking at institutions like IIM Ahmedabad and support for ‘Vocal for Local’ and ‘Atmanirbhar Bharat’ campaigns underscore his influence. In 2023, he joined BJP’s “Sampark Se Samarthan” initiative, praising India’s economic policies and GST collections, signaling his role in shaping business narratives.
Sanjeev Juneja’s journey—from a one-room office in Ambala to a pioneer in Ayurvedic FMCG—continues to inspire entrepreneurs, proving that vision, grit, and a commitment to tradition can redefine industries.
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