- Puneet Nanda’s GuruNanda leveraged TikTok to become a top-selling oral care brand.
- An unsolicited viral video catapulted sales, with GuruNanda’s pulling oil dominating TikTok Shop.
- Nanda’s authentic content and expertise resonated with audiences.
Puneet Nanda, the founder of GuruNanda, started his journey in 2014 with an appointment-only yoga studio. Inspired by Ayurveda and his health transformation, Nanda developed an oil-pulling product that he initially gave away to yogis visiting his studio.
As he tailored the product to the American palate, he began selling on various e-commerce platforms, but sales grew slowly.
The TikTok turning point
In July 2022, Nanda’s product went viral on TikTok, thanks to a video posted by an older woman he didn’t know. Though he lacked knowledge about the platform, Nanda embraced TikTok, responding to comments and creating videos that showcased his business and expertise.
His authentic content resonated with the audience, and his account grew to over 267,000 followers.
Dominating sales and expanding reach
GuruNanda became the top-selling brand on TikTok Shop, with their coconut and peppermint pulling oil becoming the No.1 selling product on TikTok in the US.
The success on TikTok translated to increased sales on other platforms like Amazon and Walmart, and retailers began actively seeking GuruNanda’s products.
Despite concerns about a potential TikTok ban in the US, Nanda remains optimistic about his business’s future and continues to share his passion for Ayurveda and oral care on the platform.
