Breaking Barriers: Richa Jaggi on shaping the medical cannabis industry in India

In a field as unconventional and often misunderstood as medical cannabis, Richa Jaggi has emerged as a trailblazer, carving a niche with passion and purpose. As the Co-Founder and Chief Marketing Officer of Awshad, Jaggi has not only broken stereotypes, but also built a brand that stands for trust, compassion, and innovation. On the occasion of Women Entrepreneurship Day, Richa Jaggi shares her journey as a female entrepreneur in a male-dominated industry, the legacy of her beloved pet Champ that inspired Awshad, and her vision for the future of medical cannabis in India. Excerpts from the interview with Adgully...

What does this day mean to you personally, and how has being a woman influenced your journey in the medical cannabis industry, a field often dominated by men?

Being a woman in a male-dominated field like medical cannabis has been both challenging and empowering. I’ve often had to prove my expertise and credibility in rooms where assumptions were made about my capabilities. However, being a woman has also allowed me to bring empathy, resilience, and a fresh perspective to this industry – qualities that have shaped Awshad’s values and approach.

As a female entrepreneur in a pioneering industry, what advice would you give to women who aspire to enter unconventional fields but may feel held back by societal expectations?

My advice to women is simple: trust yourself and your vision. Step into the discomfort, challenge stereotypes, and surround yourself with people who believe in your potential. Unconventional fields need unconventional thinkers – and women bring unique strengths to the table. Your courage to start is what makes the difference.

Could you share a moment or experience in your career where you felt you truly made an impact, not only as an entrepreneur but specifically as a woman breaking barriers?

One moment that stands out was when Awshad successfully launched its CBD oils for pets. Many people reached out, sharing how our products had brought comfort to their beloved animals. As a woman, this was especially meaningful because it symbolized nurturing and care – values often associated with women – being translated into entrepreneurship. It reaffirmed my belief that empathy can co-exist with business.

The journey of Awshad began with the deeply personal experience of losing your beloved pet, Champ. How has Champ’s legacy shaped your business values and approach in the wellness industry?

Champ’s passing was a turning point in my life and the inception of Awshad. His struggle with pain opened my eyes to the lack of holistic, natural wellness options for pets and humans alike. Champ’s legacy lives on in Awshad’s commitment to care and compassion. We are dedicated to creating products that improve lives, whether it’s for pets or people, with a focus on safety, efficacy, and education.

Awshad operates in a highly regulated industry. What challenges have you faced in navigating the legal landscape for medical cannabis in India, and what strategies have you employed to overcome these obstacles?

The legal landscape for medical cannabis in India is complex, with many gray areas. Our strategy has been rooted in transparency and collaboration. We’ve worked closely with legal experts, policymakers, and medical professionals to build trust and credibility. Education has been our cornerstone – whether it’s dispelling myths or ensuring that our customers make informed choices. The biggest challenge still remains advertising as most words like CBD, cannabis and medical terminology around cannabis are banned from being advertised.

With over a decade of experience in marketing and strategy, how has your expertise helped in positioning Awshad as a trusted brand in a sensitive and emerging market like medical cannabis?

My background in marketing has been invaluable in building Awshad’s identity. Medical cannabis is still misunderstood, so I’ve focused on education the most- and creating an approachable, credible, and empathetic brand. We’ve invested in community-building and partnerships with healthcare professionals to position Awshad as a trustworthy leader in this space.

You recently shared a case study on Awshad at Harvard Business School and guided students at Masters’ Union. What lessons do you hope to impart to the next generation of marketers and entrepreneurs?

I want the next generation to understand that success comes from authenticity and purpose. I encourage young entrepreneurs to embrace challenges as opportunities and to lead with a customer-first approach. Whether you’re building a product or a brand, focus on creating value and solving real problems.

Looking to the future, what are your aspirations for Awshad in terms of growth, innovation, and perhaps even social impact in the medical cannabis sector?

My vision for Awshad is to be a trailblazer, not just as a leader in medical cannabis, but as a force for wellness and awareness in India. We aim to innovate with new formulations, expand accessibility, and foster greater acceptance of medical cannabis in India and beyond. Social impact is at the core of our mission; we want to break the stigma around cannabis and ensure it benefits the people who need it most.