Vipe Desai launches new company

What is your target distribution?

We’re going to be working closely with action sports retailers. I feel the Health/Wellness/Fitness category is prime for retailers to consider, especially if they have committed some space and dollars to environmentally friendly products. This trend of health and fitness is being embraced and celebrated in other retail sectors. If you look at traditional sporting goods stores, you can find healthy snacks, drinks, etc for outdoor enthusiasts. I feel we have a brand and product that can jumpstart the category in our industry and will hopefully attract retailer support and interest from other sectors promoting similar values of health and environment. We’ll be servicing this account base through reps in the action sports industry.

There are other traditional channels that we’re working on as well, but our industry will be the catalyst for expansion. We’re also looking at international expansion through operations that are either wholly owned by HDX or through Licensing or Distribution arrangements with other action sports brands.

Are you happy to be working in your own company again?

Yes. It was great working for other companies, but I feel more comfortable and productive in an environment where I can be creative and build a team around a product that I can believe in. I’m looking forward to applying both my experience, and that of my colleagues, investors and all those who are excited to see our product succeed. Plus, my brother Dipan Desai, who is a sub-rep for Reef and Xcel, is part owner of this company. Working with him has been very fun.

Why do you think this product will be successful?

People have been looking for a new choice of beverage. The trends in healthier products that also take into account the environmental impact of their choices, makes HDX Hydration Mix a great alternative solution. Other benefits of our product include mobility, convenience and price. We also saw an opportunity with many more people turning to reusable water bottles for their water instead of single-use plastic bottles.

Leading brands such as Billabong, Quiksilver, Hurley, Volcom and Sole Tech have already discouraged the use of single use plastic water bottles in their buildings and have installed water fountains and provided reusable bottles to their employees. Water gets boring after awhile. HDX not only adds flavor, but also other beneficial ingredients. Here’s a link to what BevNet, the leading authority on the beverage industry had to say about our product.

You are the master marketer. Are you using any out-of-the-box marketing ideas?

Haha. Thank you, but I don’t know about being a master at marketing. I do have a passion for understanding consumer behavior and believe that products with purpose, service with a smile and meaningful experiences through shared values will be good for building a sustainable business.

In talking to people in the beverage world, they definitely see us as something new, different and fresh. We’ve received quite a bit of interest from that world. In our industry, we’re getting the same great response, and what I like to call the “above and beyond the call of duty” level of support.

We do have some creative marketing initiatives in the works that have to be experienced and seen first hand. I don’t know if I would call them “out-of-the-box” but more against the grain. I think some of our ideas go completely against what it means to market a brand in this day and age when it seems it’s more about getting as much exposure and visibility as possible than actually allowing consumers to be part of the brand story.

We’re going to create experiences that share the bigger story of how our every day choices affect our health and environment. Buckle up, it’s going to be amazing!