Mathew Joseph: A Leader Rooted in Nature’s Bounty Fostering Sustainability via Kerala Naturals

Mathew Joseph
Mathew Joseph

Mathew Joseph, at the helm of Kerala Naturals, stands out as a dynamic leader with a deep passion for natural wellness. His background is as rich and diverse as the very products his company curates.

Let us know it from him in his exclusive interview with Insights Success India.

As a dynamic CEO in the industry, could you take us back to the beginning of your journey? What motivated you to step into this dynamic ecosystem?

Reflecting on the inception of my journey, I realize that it all started after I graduated with a degree in commerce in my village. In 1999, I embarked on a transformative path by pursuing a course in eCommerce in Mumbai. It was a time of immense potential and opportunity, and I was driven by a fervent desire to immerse myself in this dynamic ecosystem.

Upon completing my studies, I delved into the professional arena, initially finding my footing in companies across India. I predominantly focused on roles encompassing Administration and Marketing. This early phase of my career provided invaluable insights into the intricacies of business operations and consumer behaviour.

A pivotal moment arrived when I ventured abroad, spending two enriching years at the Kuwait National Petroleum Company, where I served as a secretary. This experience broadened my horizons and honed my skills in organizational efficiency and communication.

Subsequently, I transitioned to a role as a Marketing Manager at Global Ayurveda Magazine in Kochi. Here, I delved deeper into marketing strategies and cultivated a profound understanding of the nuances within the Ayurveda industry.

However, it was in 2012 that I embarked on a profoundly fulfilling entrepreneurship journey. Fuelled by a passion for promoting natural products globally, I seized the burgeoning opportunities e-commerce offers. Armed with just a single PC, a printer, and an unwavering vision, I initially embarked on this entrepreneurial voyage with no staff.

The early days were challenging yet immensely rewarding. My wife and I dedicated ourselves wholeheartedly to the endeavour, working tirelessly for two and a half years, propelled by sheer determination and my mother’s unwavering support. We endeavoured to make our mark in the industry with minimal investment but boundless enthusiasm.

Together, we transcended barriers, expanding our reach to numerous countries and establishing a foothold in the global market. This was a testament to the power of perseverance and our belief in our endeavour’s transformative potential.

Thus, my journey from humble beginnings is a testament to the transformative power of passion, perseverance, and the unwavering support of loved ones. It’s a journey of resilience, innovation, and an uncompromising commitment to realizing a vision of promoting natural products to enrich lives worldwide.

Kerala Naturals has emerged as India’s leading transformational company in its niche. Could you share the guiding philosophy that has propelled your organization’s success?

At the heart of our organization’s success lies a steadfast commitment to two fundamental principles: unwavering product quality and a staunchly professional approach. These pillars are the bedrock upon which our company, India’s foremost transformational entity in its niche, has flourished.

Our ethos is simple yet profound: we prioritize delivering unparalleled quality in every product we offer and conduct our operations professionally at every turn. As a 100% trading company specializing in distributing pure spices, herbs, coconut oil, honey, and an array of other natural products, we recognize the critical importance of maintaining the integrity of our offerings.

From humble beginnings in a small village, we’ve transcended geographical boundaries to supply our products to over 120 countries worldwide. This global footprint is a testament to our unwavering dedication to sourcing and delivering only the finest, purest products to our customers.

Our unwavering commitment to being a 100% customer-oriented direct-to-consumer (D2C) brand is central to our success. Every decision we make and every action we take is guided by a singular focus: enhancing the customer experience. We understand that our customers trust us, and we honour that trust by ensuring that each interaction with our brand exceeds their expectations.

Moreover, our professional approach permeates every facet of our operations. From meticulous sourcing and rigorous quality control processes to seamless logistics and prompt customer service, professionalism is the hallmark of our organization. This unwavering commitment to professionalism enhances our brand’s credibility and fosters long-lasting relationships built on trust and reliability.

Our guiding philosophy revolves around a relentless pursuit of excellence in both product quality and professionalism. By staying true to these principles, we’ve cemented our position as India’s leading transformational company and carved a niche for ourselves as a trusted partner for customers worldwide.

The industrial landscape is continually evolving. Please brief our audience about your firm’s USPs and how you are currently positioned as one of the best vibrant companies in its sector.

Our firm’s USP revolves around our unwavering commitment to delivering the highest quality products to our valued customers. As a direct-to-consumer (D2C) brand, we prioritize direct interaction with our customers, ensuring their needs and preferences are precisely and carefully met.

At the core of our identity is a dedication to offering products of unparalleled purity and naturalness. We exclusively supply 100% natural and pure products, ranging from spices and herbs to coconut oil and honey. This unwavering focus on naturalness underscores our commitment to promoting health and wellness through our offerings.

Our positioning as one of the best vibrant companies in our sector stems from our relentless pursuit of excellence in product quality and customer satisfaction. By prioritizing direct engagement with our customers and delivering products that meet their exacting standards, we’ve established ourselves as a trusted purveyor of premium natural products.

Your dynamic leadership style is often recognized as a driving force behind your company’s achievements. Could you shed light on your approach to leadership and team building within the organization?

Thank you for your kind words. I firmly believe in a collaborative and inclusive leadership and team-building approach. Here are some key principles that guide my leadership style:

Trust and Respect: As you mentioned, trust is paramount. I entrust my team members with responsibilities and empower them to make decisions. Mutual respect forms the foundation of our interactions, regardless of hierarchy or role.

Open Communication: Effective communication fosters a positive and productive work environment. I encourage open dialogue within the team, where everyone feels comfortable expressing their ideas, concerns, and feedback.

Empowerment: I empower my team members with the resources, support, and guidance they need to succeed. This includes offering opportunities for skill development, recognizing their achievements, and allowing them to take ownership of their work.

Collaboration: Collaboration is key to achieving our goals. I encourage teamwork and collaboration across departments, leveraging our team members’ diverse skills and perspectives to tackle challenges and drive innovation.

Recognition and Appreciation: I make it a priority to recognize and appreciate the contributions of each team member. Whether through verbal praise, formal recognition programs, or other forms of appreciation, I ensure their hard work and dedication are acknowledged and valued.

Continuous Improvement: I believe in fostering a culture of constant improvement, where we constantly strive to learn, grow, and innovate. I encourage experimentation and learning from successes and failures, focusing on always seeking ways to enhance our processes and performance.

Leading by Example: Finally, I lead by example, demonstrating the values and behaviours I expect from my team members. This includes being transparent, accountable, and adaptable, as well as maintaining a positive attitude and a strong work ethic.

By embracing these principles and nurturing a culture of trust, collaboration, and continuous improvement, we can build a strong and resilient team that drives our organization’s success.

The essence of future revolution lies in innovation, disruptions, and enhancing the end-user experience. How does your company strike a balance between operational efficiency and customer satisfaction?

At our company, customer satisfaction is our top priority. As a direct-to-consumer (D2C) brand, we prioritize direct interaction with our customers, with over 50% being repeat buyers. Every team member is dedicated to addressing customer queries promptly. We balance operational efficiency and customer satisfaction by maintaining streamlined processes while prioritizing personalized experiences and proactive customer care.

Digitalization and technological advancements are crucial aspects of the modern industrial ecosystem. How does your company integrate these principles into its core functioning and contribute to a technovative future?

As a 100% tech-based company, we fully embrace digitalization and technological advancements in every aspect of our operations. Being an e-commerce company, we leverage technology to its fullest extent, constantly updating our knowledge and practices to stay ahead in the rapidly evolving digital landscape. From utilizing advanced analytics for customer insights to implementing cutting-edge automation in our processes, we integrate these principles into our core functioning to drive efficiency, innovation, and seamless customer experiences. Our commitment to being technovative ensures that we remain at the forefront of digital transformation, shaping the future of our industry.

Kerala Naturals has achieved remarkable success. Could you highlight a transformative project or initiative that showcases your company’s commitment to excellence and innovation?

One of our most transformative projects is our retail export initiative, which exemplifies our commitment to excellence and innovation. Despite originating from a small village, we’ve successfully exported spices, herbs, and other natural products to over 120 countries since 2012. This initiative showcases our dedication to expanding our global reach and demonstrates our ability to leverage our unique offerings to create a significant impact on a global scale.

The workforce is the cornerstone of any successful organization. How does your company foster a culture of growth, skill development, and empowerment among its employees?

Our company prioritises fostering a culture of growth, skill development, and empowerment among our employees. We provide comprehensive training to all team members and offer opportunities for them to attend various conclaves, seminars, and meetings across India. Recently, we participated in numerous conventions in Bangalore, Mumbai, and Delhi, empowering our employees to expand their knowledge, network, and skill sets, thereby nurturing their professional growth and development.

As a leader in India’s industrial sector, your company has likely faced its share of challenges. Could you share an instance where your team’s resilience and ingenuity triumphed over adversity?

During the challenging times of the COVID-19 pandemic, our company faced significant obstacles like many others. In response, we took swift action, temporarily halting operations within just two weeks to ensure the safety of our staff. Despite the pause in operations, we ensured that all employees continued to receive their salaries. Through resilience and ingenuity, we managed to successfully restart operations without external assistance, navigating through the crisis. This experience demonstrated our team’s ability to adapt, persevere, and emerge stronger from adversity.

The COVID-19 pandemic has reshaped industries globally. How has your company made contingency plans for similar uncertain events in the future?

Drawing from the lessons learned during the COVID-19 pandemic, our company has implemented robust contingency plans to prepare for similar uncertain events in the future. We understand the importance of agility and resilience in navigating crises, and as such, we have developed comprehensive strategies to mitigate risks and ensure business continuity. These plans include flexible work arrangements, remote operations capabilities, diversified supply chains, financial reserves, and enhanced communication protocols. By prioritizing preparedness and adaptability, we are confident in our ability to recover from emergencies or pandemics swiftly and effectively.

Businesses are a way for the Indian industry to accelerate its economic potential and capacity. What would you advise other budding entrepreneurs who aspire to venture into the startup space?

My advice to budding entrepreneurs venturing into the startup space would be to think big, maintain financial discipline, prioritize building strong customer relationships, and always maintain a positive attitude. Thinking big allows you to set ambitious goals and pursue innovative solutions, while financial discipline ensures sustainable growth. Building strong customer relationships fosters loyalty and advocacy, which are essential for long-term success. And finally, maintaining a positive attitude helps navigate challenges with resilience and optimism, crucial traits for entrepreneurship.

Looking to 2024, what is your vision for Kerala Naturals? How do you aspire to continue making a significant impact on India’s dynamic future landscape?

As Founder, my vision for our company in 2024 revolves around expanding our operations globally and enhancing our local presence. We have already initiated operations in Canada and plan to strengthen our footprint further in other countries. Additionally, we’re launching offline shops across strategic locations in India to complement our online presence. Through these expansions, we aim to contribute to India’s dynamic future landscape by creating employment opportunities, fostering economic growth, and delivering innovative products and services to customers worldwide.

For more information, please visit, email, or call +916282681925/8304085450.

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