Dr. Anish Nanda, Director of E-Commerce at GuruNanda, shares how the family-run wellness company turned TikTok Shop into a powerful growth engine that bridges online discovery and offline retail. Known for its natural oral-care products and mission to “bridge the gap” between premium quality and everyday affordability.
From viral creator videos and affiliate partnerships to fulfillment and retail expansion, Dr. Nanda breaks down how TikTok helped transform GuruNanda from a DTC favorite into a national retail player, even helping secure shelf space at Target.
What You’ll Learn in This Episode:
How GuruNanda leveraged TikTok Shop to reach hundreds of thousands of new customers
The affiliate marketing strategy that now drives more than 90% of sales
Why fulfillment by TikTok became a key unlock for operational scale
How TikTok’s creator-driven discovery fuels both e-commerce and retail growth
The lessons behind turning viral moments into lasting brand visibility and trust
—
This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.
