Soulflower's Natasha Tuli on why brands must earn customer trust

At TechSparks 2026 in Bengaluru, Natasha Tuli, founder and CEO of Soulflower, emphasized the crucial role of trust in building lasting customer relationships. She explained that while advertising and discounts can draw attention, repeat purchases indicate true brand loyalty. Tuli highlighted that brands often resort to copying competitors instead of innovating, which stifles their ability to stand out in the market.

Drawing on Google Trends data, she noted a significant surge in searches for rosemary oil between 2021 and 2026, coinciding with Soulflower's decision to introduce larger quantities of the product and educate customers on its usage. This change was driven by the increased interest in rosemary post-COVID-19, when people became more conscious of self-care.

An example Tuli used to illustrate the importance of product design is the transition from shower gels to oil-based soap at a time when gels were popular. Instead of defending the higher price, she chose to showcase the production process to customers, which ultimately boosted sales. Transparency and direct communication with customers are vital, Tuli argued.

By photographing customers' shopping carts, Soulflower gains insights into their preferences and habits, allowing the brand to tailor its offerings more effectively. This approach led to the creation of a non-oily rosemary hair serum, which catered to North Indian customers who disliked the heavy application of oils. Tuli's commitment to customer accessibility was evident in her personal engagement with inquiries, often responding to messages late at night.

However, she acknowledged the limitations of this approach as the company scales. To address this, she developed 'Ask Natasha,' a bot that simulates her responses to customer messages, ensuring continuous engagement even when she is not available. Tuli concluded her talk by challenging founders to reflect on three key questions: why customers choose their brand, why they return, and how they can maintain trust as they expand.

She encouraged founders to listen to their customers rather than merely talking to them, emphasizing the importance of genuine dialogue in building lasting brand-belief.