Neeshat Mehedi’s journey into entrepreneurship was not sparked by a business plan but by a personal struggle with hair fall upon moving to Dhaka after completing her law studies and marriage. The experience of seeing her hair thinning out rapidly made her realize the importance of the care her mother and grandmother had always provided. This realization led her to delve into the world of herbal oils and traditional remedies, ultimately giving birth to DIGHAL.
Driven by curiosity, Neeshat began exploring the herbal oils her grandmother used to make, such as blends of fenugreek, amla, black cumin, and coconut oil. Instead of merely replicating the recipes, she delved into the chemistry of carrier oils, herb infusion ratios, and the scientific principles behind shelf life by enrolling in online courses. Despite lacking a cosmetics background, funding, or a marketing strategy, Neeshat started experimenting in her kitchen with recycled glass bottles, aiming for perfection.
Her initial batches were tested on family and friends until demand arose, prompting Neeshat’s husband to suggest turning her passion into a business. They launched DIGHAL on Instagram, focusing on transparency and word-of-mouth marketing. Emphasizing quality, all DIGHAL products are bottled in glass to prevent degradation, despite facing challenges in sourcing the preferred clear bottles.
DIGHAL officially debuted in 2018 with its flagship Herbal Hair Oil and has since expanded its product line to include various oils, herbal hair packs, essential oils, and handcrafted wooden combs, all bottled in glass for quality assurance. Neeshat’s commitment to integrity and trust is evident in her relationship with local farmers and the emphasis on sustainable practices.
In 2021, Neeshat introduced ACHARI, a range of handcrafted pickles embodying the same values of care and tradition. The brand has gained a loyal following, especially among diaspora customers, who appreciate the thoughtful presentation and quality of the products.
Despite the competitive landscape of natural brands, Neeshat focuses on patience and consistency over large-scale marketing campaigns. She views setbacks as learning opportunities, believing that true success lies in staying rooted in principles and refusing to compromise on quality.
For Neeshat, DIGHAL and ACHARI are not just businesses but enduring practices rooted in authenticity and ethical values. By staying true to her ethos and commitment to excellence, Neeshat has built a brand that transcends trends, resonating with customers seeking genuine, sustainable products.