Consumer preferences keep changing, new competitors emerge, and the way people discover and buy products continues to evolve. For first-time founders, the challenge is not simply to launch a successful product, but to build a business that can adapt and remain relevant.

Sunil Agarwal, Founder and Chairman of RSH Global, the company behind Joy Personal Care, has navigated these changes since 1988. His experience across multiple consumer cycles offers six lessons on building for the long term.

Protect the Product, Even When It Costs More

In 2004–05, as Mr Agarwal expanded into skincare, he chose to continue using the best-quality ingredients rather than compromise on quality. For founders, maintaining quality as........

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