The Andrew Faris Podcast What It REALLY Takes To Build A $400M Business (With Sunil Agrawal)
Oct 20, 2025
Sunil Agrawal, the founder and CEO of VGL Group, shares insights from scaling a publicly traded company generating $400 million. He reveals his deep discount strategy that prioritizes brand trust while cleverly mixing low and high price points. Sunil discusses the importance of in-house manufacturing in India, his shift from TV to DTC marketing, and how constant learning fuels his leadership. With a goal of reaching $1M/month in ad spend, he emphasizes the need for CEOs to understand digital to hire effectively and cultivate a purpose-led company culture.
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From Consignment To Global Manufacturing
- Sunil started as a 20-year-old gemstone dealer, borrowing stones on consignment and selling door-to-door in Hong Kong.
- That early hustle led to factory ownership and global B2B relationships which later enabled his DTC brands.
Vertical Manufacturing At Scale
- VGL manufactures about 60% of its products in India across multiple facilities employing 2,500 people.
- The remaining 40% is sourced from China, Thailand, Indonesia and other countries to diversify supply.
Value-Led Pricing Builds Trust And Upsell
- Shop LC runs a “deep discount” value strategy: lower average price points create strong value perception without destroying margins.
- Having aspirational high-ticket items alongside low-ticket deals strengthens brand trust and upsell potential.
