What if the secret to building a billion-dollar CPG brand isn’t ads or influencers…but distribution?
Nik sits down with Gulshan Kumar, CEO and Co-founder of Swishables, to break down how he turned a boring category like mouthwash into a confidence business.
Gulshan shares how to find white space in crowded markets, build a brand moat before copycats show up, and scale through channels nobody else is looking at.
They get into:
> How to think distribution-first instead of DTC-only
> Why real scalability comes from where you sell, not what you sell
> Turning a basic product into an emotional outcome people crave> How to win in retail without burning money
> The metric founders should obsess over instead of ROAS
This episode is a blueprint for founders who actually want to build a CPG business that scales, lasts, and makes consumers feel something.
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