Interview: Viren Khuller, Director of STIM Oral Care

Interview with Viren Khuller, Director of STIM Oral Care, one of the largest manufacturers of interdental brushes in India

Viren Khuller is the Director of STIM Oral Care, the decades-old establishment that specializes in interdental and spearhead brushes ensuring a global presence. 

Dynamic and passionate, he marks the entrepreneurial enthusiasm of the family’s third generation in taking the venture to attain newer milestones. 

Under his patronage, the company has taken the leap of faith from manufacturing to exporting and from marketing to distribution as well as retail in the domain of overall dental hygiene.

The group’s erudite stature in the industry achieved through its journey marks the acute business acumen of Mr. Khuller, which now has a presence throughout the dental hygiene industry pipeline – from professionals to brands.

Mr. Viren Khuller, now leads the company, he is currently in charge of the STIM brand. Viren Khuller has been with GDA for the past ten years, overseeing Brand Management, Sales, and Marketing.

He holds an MBA from the SP Jain Institute in Mumbai. Since joining the company, he has transformed and grown the STIM brand.

Looking ahead in his journey, he has concrete plans for STIM’s diversification into Dental Healthcare and is looking forward to creating iconic structures with the same finesse and creativity that have been the focus of STIM’s group’s legacy. 

His plan not only to expand STIM’s range of products but also explore entry into various sales channels, such as Modern Trade.

And also planning to export the Range of products to various countries including Turkey, Malaysia, Singapore, Thailand & Germany.

To support the growing capacities and future outlook, the company has invested in a 20,000 square foot facility that will manufacture our range of products.

Tell us a little about yourself

Viren Khuller: I hold a Bachelor’s degree in Business Studies from New York University, where I gained a comprehensive understanding of various aspects of business operations.

To further enhance my skills and knowledge, I pursued an MBA from SP Jain College in Mumbai, specializing in management strategies and tactics.

With a strong educational background in business and management, I am well-equipped to tackle the challenges of the corporate world.

For the past 10 years, I have been actively engaged in the Dental Industry, focusing specifically on Sales and Marketing.

During this time, I have gained extensive experience in promoting and selling a diverse range of Dental Products.

This has allowed me to develop a deep understanding of the dental market landscape, customer needs, and industry trends.

I have successfully executed sales and marketing strategies, identified target markets, built strong client relationships, and contributed to the overall growth and profitability of the organizations I have worked with.

Can you provide an overview of your experience in the oral care industry, specifically in the manufacturing of interdental brushes?

Viren Khuller: It’s been a learning experience for me, in the dental industry. Through my experience, I have gathered knowledge in the intricate process of manufacturing Interdental brushes.

The technology, machinery, and other equipment used to manufacture Interdental Brushes is quite complex and needs a thorough understanding.

Through the years, I have managed to understand the above processes in an efficient and lean way. For our Domestic Brand STIM brushes, I have visited dentists and pharmacies to gather the know-how of the sales trade, while promoting our range of products.

Inventory management, supply chain & people management are some of the aspects I have learnt in my little experience till now. Focus on quality and learning about various quality control methods has also been a priority.

As the Director, what would be your vision and strategy for the company’s growth and market expansion?

Viren Khuller: As the Director of STIM Oral Care, my vision would be to position the company as a global leader in the oral care industry. I would focus on expanding our market presence both domestic and international. To achieve this, my strategy would include:

1.  Product Innovation: Continuously invest in research and development to introduce new and innovative oral care products that cater to evolving customer needs and preferences.
2.  Market Expansion: Identify new markets and distribution channels to expand our reach.
3.  Brand Building: Implement marketing and branding initiatives to strengthen the reputation and visibility of STIM Oral Care.
4.  Customer Satisfaction: Prioritize customer satisfaction by ensuring consistent product quality, timely delivery, and responsive customer support.
5.  Sustainability: Embrace eco-friendly practices and promote sustainability in our manufacturing processes and packaging.
6. Talent Development: Invest in the development of our employees, providing them with opportunities for growth and fostering a culture of innovation, collaboration, and excellence

What steps would you take to maintain STIM Oral Care’s position as one of the largest manufacturers of interdental brushes in India?

Viren Khuller: Focus on Quality Control: Implement rigorous quality control measures at every stage of the manufacturing process to ensure consistent high-quality products.

This includes thorough testing, adherence to industry standards, and continuous improvement of manufacturing techniques.

2. Research and Development: Invest in research and development to stay ahead of market trends and develop new and improved interdental brush products.

This could involve collaborating with dental professionals and conducting consumer surveys to identify areas for innovation and enhancement.

3.Competitive Analysis: Continuously monitor the market and competitors to identify emerging trends, competitive strategies, and potential opportunities.

This knowledge can inform product development and marketing initiatives to maintain a competitive edge.

How do you stay updated with the latest trends and advancements in the oral care industry?

Viren Khuller: To stay updated with the latest trends, I speak to various dentists at regular intervals, to know if something new in the market has come up.

Research in pharmacies also helps me to understand what other brands are doing in terms of marketing. Our sales team gathers information on competitor products for us to analyse product advancement if any.

Quality control is crucial in the manufacturing process. How would you ensure that STIM Oral Care consistently produces high-quality interdental brushes that meet customer expectations?

Viren Khuller: To ensure consistent production of high-quality interdental brushes that meet customer expectations, we have the following measures in place:

1.Robust Quality Assurance System: We have a comprehensive quality assurance system that covers every aspect of the manufacturing process.

This includes stringent quality control standards, conducting regular inspections and audits, and implementing corrective actions when necessary.

2.Supplier Selection and Evaluation: We carefully select suppliers based on their track record, adherence to quality standards, and reliability.

3. Testing and Certification: We have thorough testing procedures to assess the performance, durability, and safety of the interdental brushes.

4. Continuous Training and Education: Our employees involved in the manufacturing process undergo regular training sessions this helps in maintaining consistency and quality throughout the production cycle.

Where do you see STIM Oral Care in the next five years, and what would be your role in achieving that vision?

Viren Khuller: In the next five years, I envision STIM Oral Care as a leading global dental brand, recognized for its innovative and high-quality oral care products.

My role as the Director would be to drive the company towards this vision:

1. Strategic Planning: Develop a comprehensive strategic plan that aligns with market trends, customer needs, and business goals.

This includes identifying growth opportunities, diversifying product offerings, and expanding into new markets.

2. Product Development and Innovation: Lead the research and development efforts to introduce new and advanced oral care products that cater to evolving consumer preferences.

3. Market Expansion: Expand the market reach of STIM Oral Care by entering new geographical regions and targeting untapped customer segments.

This includes developing effective distribution networks, establishing partnerships with key stakeholders, and conducting market research to identify opportunities for growth.

4. Brand Building and Marketing: Implement strategic marketing initiatives to enhance the brand image and reputation of STIM Oral Care. This involves developing marketing campaigns and leveraging digital platforms.

5. Operational Excellence: Continuously improve operational efficiency and effectiveness to ensure streamlined manufacturing processes, optimized supply chain management, and excellent customer service.

By pursuing these strategies, I believe STIM Oral Care can achieve sustainable growth, expand its market presence, and become a globally recognized brand in the oral care industry.

What strategies would you implement to enhance the company’s brand image and reputation in the market?

Viren Khuller: To enhance the company’s brand image and reputation in the market, I would implement the following strategies:

1. Differentiation and Unique Selling Proposition (USP): Clearly define STIM Oral Care’s unique selling proposition and communicate it effectively to customers.

Highlight the key features and benefits of the products, such as being the largest manufacturer of interdental brushes, top-quality standards, and eco-friendly initiatives. Emphasize the competitive advantages that set STIM Oral Care apart from other brands.

2. Brand Positioning and Messaging: Develop a strong brand positioning strategy that resonates with the target audience.

3. Customer Engagement and Relationship Building: Prioritize customer engagement and relationship building.

Offer exceptional customer service, promptly address customer feedback and complaints, and actively engage with customers through social media platforms and other communication channels.

4. Sustainability and Corporate Social Responsibility (CSR): Highlight STIM Oral Care’s commitment to sustainability and CSR initiatives.

Showcase efforts to reduce environmental impact, promote recycling, and support oral health awareness programs.

By implementing these strategies, STIM Oral Care can enhance its brand image, build customer trust and loyalty, and differentiate itself in the competitive oral care market.

In your opinion, what are the biggest opportunities and challenges for STIM Oral Care in the current oral care market in India?

Viren Khuller: In my opinion, the biggest opportunities for STIM Oral Care in the current oral care market in India are:-

1. Increasing Awareness and Focus on Oral Health: There is a growing awareness among consumers about the importance of oral health and hygiene.

This presents an opportunity for STIM Oral Care to capitalize on the rising demand for oral care products and services.

2. Evolving Consumer Preferences: Consumers are becoming more conscious of the ingredients used in oral care products and are looking for natural, eco-friendly, and cruelty-free options.

STIM Oral Care can leverage this trend by offering innovative, sustainable, and ethical products that cater to these preferences.

3. Digital Transformation and E-commerce: The rapid growth of digital platforms and e-commerce provides an avenue for STIM Oral Care to reach a wider audience and expand its market presence.

Challenges:-

– Market dominance from larger brands
– Strict Competition
– Awareness of Oral Hygiene

What is your success tips for young and aspiring entrepreneurs

Viren Khuller: Put customer satisfaction as the priority. Build your products around stringent quality standards, and ensure your team is motivated. Also one should never fear failure, as failure is the best teacher in the world. 

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