Interview: Pranav Kaistha, Co-founder & CEO of Oxygen times

An interview with Pranav Kaistha, Co-founder & CEO of Oxygen times, India’s largest respiratory e-commerce for oxygen concentrators

In this interview, we speak with Pranav Kaistha, Co-founder and CEO of Oxygen Times, India’s leading e-commerce platform for oxygen concentrators.

With a mission to provide critical respiratory support to patients in need, Pranav has been instrumental in revolutionizing access to essential medical equipment.

His insights into the challenges and innovations in the respiratory care sector highlight the vital role Oxygen Times plays in improving healthcare accessibility across the country.

Can you share the story behind the founding of Oxygen Times? What motivated you to enter the respiratory healthcare space?

Pranav Kaistha: Oxygen Times began as a blog in 2014, focusing on oxygen concentrators. It quickly became a global success within its niche, distinguished by niche specific content and custom-built features—no plugins or templates were used; the website was coded entirely from scratch.

We also developed product comparison tools with a focus on SEO, making the platform both informative and user-friendly.

While we initially generated some ad revenue, it wasn’t intended to be a full-time business. However, during the COVID-19 pandemic, a surge in traffic showed us the genuine value we could bring to buyers of respiratory equipment.

Understanding the complexity of medical devices, we recognized that customers needed expert guidance to make their purchase.

In 2021, we transitioned into a B2C e-commerce platform, and within just three months, we began generating revenue. Soon enough, we hit a milestone of ₹1 crore in monthly sales and have been growing steadily ever since.

Oxygen Times is now India’s largest respiratory e-commerce platform. What key strategies have contributed to this growth?

Pranav Kaistha: Our growth has been driven by a combination of strong processes and leveraging technology for internal processes.

Every department operates with well-defined systems and KPIs, ensuring that we measure and improve every aspect of the business.

A major pillar of our success has been our focus on SEO, with 80% of our leads and orders coming directly through organic traffic. This has given us a significant edge over competitors in India and helped us reach more customers without relying heavily on paid advertising.

We’re currently responsible for selling every 15th home oxygen concentrator and every 3rd battery-powered portable oxygen concentrator in India.

Our dedication to the respiratory niche has also played a key role. We focus exclusively on products like oxygen concentrators and CPAP machines, offering detailed comparisons, guides, and reviews.

This specialized approach builds trust with our customers, who are making significant, research-driven purchases for their health.

What sets Oxygen Times apart from other e-commerce platforms in the healthcare sector?

Pranav Kaistha: Oxygen Times stands out because of our deep specialization in respiratory health. While many platforms offer a broad range of medical products, we focus exclusively on oxygen concentrators and CPAP machines, ensuring that our customers receive the most accurate and in-depth information.

We guide them through every stage of the decision-making process with comparison tools, expert consultations, and detailed content.

Our team is another key differentiator, most of our team members have backgrounds in biomedical engineering, biotechnology, or pharmaceutical sciences, enabling them to provide personalized, medically accurate advice.

Before interacting with customers, our team members undergo extensive training on respiratory conditions and product features, ensuring they fully understand how the devices function and their impact on health.

We were also the first company in this sector to offer Cash on Delivery and on-site product demonstration and setup at scale across India. This convenience sets us apart and makes the buying process smoother for customers nationwide.

Additionally, our strong focus on SEO and YouTube videos has established us as a trusted leader in the market.

By prioritizing informative content, we’ve built trust with our audience, and the organic traffic we attract encourages customers to choose us for their high-investment, research-driven respiratory health needs.

How do you ensure that customers receive the right products for their needs, especially when it comes to medical devices like oxygen concentrators?

Pranav Kaistha: Every team member at Oxygen Times receives extensive training on product functionality, machine mechanisms, and relevant respiratory conditions before assisting customers. This ensures that our advice is grounded in solid scientific understanding.

Additionally, most of our consultants have backgrounds in biology-related fields, allowing them to provide expert, personalized recommendations. We also offer product demos, comparisons, and telephonic consultations to guide customers through the buying process.

Are there any initiatives or partnerships you are involved in to promote respiratory health education?

Pranav Kaistha: Yes, we are actively involved in several initiatives to raise awareness about respiratory health. We work closely with doctors to educate the public about serious but often overlooked conditions like sleep apnea, which can lead to heart and kidney problems if untreated.

Currently, we are actively creating content on our platform and collaborating with influencers to spread awareness about snoring, a key symptom of sleep apnea that many people ignore.

During the COVID-19 pandemic, we played a crucial role in educating millions of people about the dangers of non-medical-grade oxygen concentrators, helping prevent misinformation and ensuring people had access to reliable information. Through these efforts, we aim to keep respiratory health at the forefront of public awareness.

What advice would you give to aspiring entrepreneurs looking to make an impact in the healthcare industry?

Pranav Kaistha: For aspiring entrepreneurs in healthcare, my first piece of advice is to focus on niche specialization rather than just chasing the Total Addressable Market (TAM).

By focusing on a specific area, like we did with respiratory health, you can become a trusted expert in your field, which is invaluable for building a strong, loyal customer base.

Equally important is delivering real value through education and transparency. In this industry, trust is everything, so providing well-researched, reliable information is essential.

Build a team with the right expertise and always be process-driven. In healthcare, details matter—whether it’s in product knowledge or customer service.

I also believe paid ads almost never generate profits—they typically just help you break even and acquire new customers. Instead, new entrepreneurs should focus on developing skills in SEO, both for articles and videos.

Generating organic traffic is the most sustainable and effective way to drive revenue and ensure long-term growth.

Is there anything else you would like to share about Oxygen Times or your vision for the future of respiratory health in India?

Pranav Kaistha: At Oxygen Times, we believe respiratory health is one of the most critical yet under-addressed areas of healthcare, especially in India. Conditions like COPD and sleep apnea are affecting millions, yet awareness and diagnosis rates remain low.

Our vision is to continue leading the charge in raising awareness and providing access to life-changing respiratory equipment.

As the market leader, we see huge potential in helping more people manage their respiratory conditions effectively. We are committed to educating the public, working closely with medical professionals, and ensuring that high-quality products are accessible to everyone who needs them.

Pranav Kaistha’s leadership at Oxygen Times exemplifies a commitment to enhancing healthcare accessibility for those requiring respiratory support.

Through innovative solutions and a patient-centric approach, he is not only transforming the way oxygen concentrators are distributed in India but also contributing to the broader goal of improving health outcomes.

As the demand for respiratory care continues to grow, Pranav’s vision positions Oxygen Times as a crucial player in this vital sector.

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