Meet The Guru: How a Viral TikTok Moment Turned This Oil-Pulling Expert Into a Social Media Sensation Worth Millions
The TikTok Sensation: How GuruNanda’s Oil Pulling Revolution Took Social Media by Storm
- An unexpected TikTok viral moment transformed GuruNanda from a modest e-commerce business into the platform’s top-selling brand, with over a million units of their coconut and peppermint pulling oil sold in just three months
- CEO Puneet Nanda’s authentic approach to content creation, including detailed behind-the-scenes looks at production and educational videos about Ayurvedic practices, helped build a following of over 267,000 on his personal account
- The company’s success on TikTok has catalyzed growth across multiple retail channels, including Amazon, Walmart, and major pharmacy chains, while expanding to a workforce of 200 employees
In the ever-evolving landscape of social media marketing, few stories are as compelling as the meteoric rise of GuruNanda, an Ayurvedic wellness company specializing in oil pulling products. The company’s transformation from a modest e-commerce venture to a TikTok phenomenon perfectly illustrates the platform’s power to reshape business trajectories overnight.
The journey began unexpectedly in July 2022, when a single user-generated video sparked an unprecedented surge in interest. The viral moment caught the company’s founder, Puneet Nanda, completely off guard, but his response would prove crucial to the brand’s success.
What sets GuruNanda apart in the crowded wellness space is their commitment to quality and transparency. The company has built its reputation not just on product efficacy, but on their willingness to share every aspect of their production process, from coconut sourcing to final packaging. This transparency resonated deeply with TikTok’s authenticity-seeking audience.
The platform’s impact on GuruNanda’s business model has been transformative. Beyond direct sales through TikTok Shop, the social media exposure has created a ripple effect across other retail channels, establishing the brand as a major player in the wellness industry. The company’s growth has necessitated significant expansion, now employing 200 people to meet increasing demand.
“I didn’t know anything about TikTok when my product went viral,” Nanda recalls. “I set up my phone to make a little ringing sound whenever I got a sale. One day, in July 2022, my phone started ringing like a church bell. I couldn’t figure out what was going on until that evening when a friend of mine called me and said my product was going viral on TikTok.”
This initial viral moment led to a deeper engagement with the platform. “Eventually, my hands got tired from all of the typing, so I started making videos responding to the most common questions and comments. Those videos started getting a lot of views, too, and the 20th or 30th video I made went viral. By then, I had about 2,000 followers on my TikTok account.”
The success has been remarkable, but not without its concerns. “I put all my eggs in one basket by focusing on TikTok. The talk about a potential ban on TikTok in the US worries me. But, I’m not scared to death because, fortunately, I have built a solid business.”
Despite the challenges and uncertainties, Nanda’s enthusiasm remains undimmed. “Though it annoys my wife and kids, I still love posting on TikTok. My friends call me Mr. TikTok and say they don’t want to invite me to parties anymore because they say I’ll just be on the side making TikToks. I’m doing what I do out of a passion for the work more than anything else.”
The GuruNanda story exemplifies a new era in social media marketing, where authenticity and direct consumer engagement can rapidly transform a business. Their success demonstrates that while viral moments may be unpredictable, the ability to capitalize on them through genuine connections and quality products can lead to sustainable growth across multiple retail channels.