An interview with Sunita Passi, founder and director of Tri-Dosha.
“CGN2’s Immersive Technology programme was inspiring and hands-on, providing valuable insights into immersive technology and creative media. I learned how to create engaging video content, which broadened my approach on storytelling for my business.”
A business trip to India was the beginning of Sunita’s journey into the ancient practice of Ayurveda, a 5,000-year-old Indian healing system.
Years later, she’s a passionate specialist in Ayurvedic medicine and training, an award-winning skincare entrepreneur, author, and wellness visionary. Next, she is preparing to publish her third book, using innovative inspiration from Create Growth N2 (CGN2).
What’s the inspiration behind your business?
I grew up in the Midlands UK and was first introduced to Ayurvedic medicine by my grandfather, an Ayurvedic practitioner in Punjab. I still vividly remember sitting in his clinic as a child, fascinated by his formulas and the respect he received in the community.
Years later, while working as an investigative journalist, I found myself burnt out and in need of a change. In 2000, I was sent to India for a job and during my time there, I experienced Ayurvedic treatments. Inspired by the values and the lifestyle, I decided to stay in Kerala to train in the authentic holistic practices and learn more about the world’s oldest cohesive approach to wellbeing. When I returned to the UK in 2002, I continued my training to become a certified practitioner.
How did Tri-Dosha start?
In 2005, I launched Tri-Dosha, starting with a clinic in London. There, I treated clients and trained other therapists in the tools and techniques I’d learnt in India. In 2008, a spa in southern Ireland reached out to me – they wanted to offer Ayurveda therapies as the backbone to their business, so I evolved our training programmes to suit a more commercial model.
Following this experience, I began to develop formulas to create a range of hair, body, skin, and health products using medicinal herbs sourced from India that are locally blended in the UK. This saw the business evolve into an award-winning Ayurvedic health and beauty brand and training provider.
How did you first hear about CGN2?
I did my Master’s in Investigative Journalism at Nottingham Trent University and reconnected with the institution when I returned to Nottingham after living in London. For the last few years, I’ve focused on investing in my own education and development as an entrepreneur, and through the university, I began to hear more about the local opportunities on offer.
Currently, I’m writing my third book in a series of practical guides to Ayurveda. I wanted to bring the content of my books to life through pre-recorded webinars and video, so CGN2’s Immersive Technology programme seemed like the perfect opportunity to learn more about this process.
How did you find CGN2’s Immersive Technology programme?
I’d recommend the programme for its unique blend of creative skills and tech insights. It’s ideal for entrepreneurs looking to innovate and make a strong visual impact. The tutoring is fantastic, and the group sessions gave me the opportunity to connect with and learn from other local entrepreneurs, further enriching the experience and knowledge shared.
How has the programme benefitted your business?
It gave me new skills in video production that I’ve already applied in a short film, enhancing Tri-Dosha’s brand storytelling and supporting my application for the Women in Innovation Grant.
It also helped me to think more creatively about how I want to deliver the content of my third book, exploring new technologies to connect with my audience in innovative ways.
How have you grown your business over the years?
Initially, I grew my business organically, which helped me to refine my brand vision and mission. In recent years, I’ve accessed grants to help scale up. We’ve recently been awarded an Innovate UK grant to do some clinical trials on three of our skincare products, which is brilliant, and Gedling Borough Council have provided funding, which helped us develop our sales platform.
There’s a lot of help available to entrepreneurs and small business owners, and this additional support has allowed us to bring in more expertise and accelerate business growth.
What is your business goal?
I want to help people spend more time in love with their life. Whether that’s through body work, self-care with our products, or going on one of our courses, it’s all about achieving balance. The ancient wisdom of Ayurveda gives a timeless prescription for harmony in the body and the mind, which is increasingly important in today’s fast-paced world.
What advice would you give someone starting a business?
Take the time to research your market and understand your audience. When you launch, it’s easy to be swept up in the excitement of your product or service, but having a clear strategy is essential. It can help you to identify your opportunities and streamline your marketing to reach the right people in the best way. Don’t be afraid to talk to people, make connections and put yourself out there!
CGN2 offers fully funded business support to help creative, digital, and creative technology businesses in Nottingham and Nottinghamshire thrive. See if you’re eligible for our free business support programmes and apply today!