Awshad’s Richa Jaggi on Wellness, Science, and Shifting Perceptions in India

In India, the CBD space is still surrounded by misinformation and regulatory ambiguity. But wellness brand Awshad is working to change that. In this insightful Q&A, Co-Founder & CMO Richa Jaggi addresses the common myths around CBD, the science behind Full-Spectrum products, and the critical importance of education-first communication. From guiding first-time users to pushing for regulatory clarity, Awshad is not just selling products—it’s leading a mission to reshape how India thinks about plant-based wellness.

What misconceptions around CBD do you feel still persist in India, and how is Awshad working to change that narrative?

One of the most common myths we have seen in India is that CBD (Cannabidiol) is the same as recreational cannabis or marijuana. People have this perception that CBD will get them “high” or make them addicted, when actually, CBD is non-psychoactive and does not change one’s mental state. This ignorance is a result of historical stigma, lack of public education about this topic, and overall lack of clear communication in mainstream health conversations.

At Awshad, shifting this narrative is an integral part of our brand’s purpose. We emphasize education-first marketing through providing credible information on our site, authentic consumer testimonials, and multiple blogs on how CBD is a game changer for multiple day-to-day health and wellness issues that one goes through. Moreover, content is carefully curated to educate consumers on how CBD products are a key to day-to-day lifestyle problems, including lack of sleep, chronic pain, stress, etc.

Why did Awshad choose to focus on Full-Spectrum CBD, and what role does the Entourage Effect play in your product philosophy?

At Awshad, we choose to focus on Full-Spectrum CBD as we are strongly committed to providing products that are as close to the plant profile in nature. Full-Spectrum CBD not only has cannabidiol but also other helpful cannabinoids like THC, CBN, CBG, and more, flavonoids, and terpenes found naturally in the cannabis plant.

This also leads us to the Entourage Effect—a scientifically validated theory that substances are more effective in combination than in isolation. Simply put, the therapeutic effect of CBD tends to be enhanced when paired with other naturally occurring compounds in the plant. Whether it’s pain relief, mitigating stress & anxiety, or getting better sleep. This philosophy is consistent with our larger belief in plant-based natural solutions for well-being.

With CBD’s wide range of reported benefits, how do you guide consumers—especially first-timers—in making informed and safe choices?

Guiding first-time users is both a responsibility and a differentiator for us at Awshad. The starting point is customisation. We also have doctors onboard who offer consultations on the product usage. We also place utmost importance on clear dosage guides, usage instructions, and FAQs on our website. Our products are lab-tested and AYUSH ministry-approved.

What regulatory shifts or healthcare conversations do you believe are needed to bring plant-based wellness, including CBD, into the mainstream in India?

The initial requirement is clarity in regulation. Although the Ministry of AYUSH has done great work legalizing Vijaya (medical cannabis) under Ayurvedic licensing, uncertainty continues to prevail regarding marketing, e-commerce listings, and state enforcement.

There is a need for active engagement from the scientific and medical communities in the discourse surrounding medical cannabis-based wellness. Clinical studies, real-world testing, and official incorporation into wellness protocols will assist in closing the gap of trust.

Finally, awareness campaigns driven by trusted voices—doctors, researchers, regulators—are essential. Educating and demystifying CBD will do much more than advertising can achieve. If India is to drive the world towards medical cannabis wellness, then CBD needs to be included in mainstream policy and health discussions.

As a founder, what excites you most about the potential of CBD in India, and what keeps you grounded in the realities of building a wellness brand here?

I believe that the transformational potential of CBD in redefining health and wellness in India is something that makes me really excited. We’re talking about a compound that can truly impact people’s health & wellness in multiple ways.

However, starting a wellness brand in this segment brings its own set of challenges. From working through regulatory approvals to experiencing repeated pushbacks from ad platforms and educating customers in a low-trust marketplace, there are always obstacles. What keeps me grounded is our customers who tell us how our products have enhanced their quality of life. That’s what motivates our promise to grow thoughtfully, innovate responsibly, and always remain grounded in purpose.