Dr Beschi Raja

Critic
DISC Type : C

Cofounder & CEO at Surul Chettinad Anjaraipetti

Madurai, Tamil Nadu, India

Overview

Dr. Beschi Raja is the Co-Founder and CEO of SURUL®, a direct-to-consumer Ayurvedic personal care brand. With a Ph. D. in Data Analytics from Anna University, he is focused on scaling the company, which is built on a 100-year-old traditional Chettinad formula. He is currently expanding operations with a new corporate office in Chennai.

He is deeply passionate about his entrepreneurial journey, which he shares with his partner and co-founder, Sivasakthi Jeyakumar. He frequently posts about their shared experience in building the company from an idea. Formerly an Assistant Professor, he now also serves as an Adjunct Faculty member in entrepreneurship.

Unique fact: He holds a patent for an intelligent medical device designed to track and treat dengue patients in remote villages.

Personality Overview

Information Seeker

Negotiator

Critic

Unless the value is proven by data, they are unlikely to value fancy features.  It is very likely that they will negotiate pricing or other important terms. They choose to analyze logically and value facts to emotions.

Topics They Care About

Ayurvedic D2C
He is the co-founder of a D2C brand reviving 100-year-old Chettinad Ayurvedic recipes for modern personal care products.
Startup Scaling
Focused on execution and growth, he recently opened a second corporate office in Chennai to accelerate the company's expansion.
E-commerce Experience
Actively seeking developers who specialize in high-quality, conversion-focused UI/UX to refresh his brand's Shopify store.

Media Appearances

Dr has no verified media appearances

Work History

3-2025
Cofounder & CEO at Surul Chettinad Anjaraipetti
6-2023 - 12-2023
Adjunct Faculty at Manikam Ramaswami College of Arts & Science
12-2022
Co-Founder & CEO at SURUL
12-2022
Co-Founder & CEO at SIHI HERITAGE SOIL INDUSTRIES PRIVATE LIMITED
5-2017 - 4-2022
Assistant Professor at Sri Krishna College of Technology

Education

1-2017 - 7-2021
Doctor of Philosophy - PhD from Anna University Chennai
2012 - 2014
Master’s Degree from College of Engineering, Guindy

More Information

Social Presence :

Prographics :

Exp : 9 Location : Madurai, Tamil Nadu, India Job Level : Leadership Designation : Cofounder & CEO at Surul Chettinad Anjaraipetti
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Insights For Selling To Dr Beschi

During A Call Or A Meeting

DO's

  • Be ready to answer many clarity-seeking questions and requests for information
  • Be formal and objective, they will appreciate it more
  • Keep some extra margin while sharing pricing, they are likely to negotiate later

DONT's

  • Don't give superficial answers, they are easily rattled by them
  • Do not use very emotional or colorful language
  • Don’t try too hard to build a relationship with them

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Dr Beschi is

  • Proven ROI, pricing and objective proof points are the factors that sway their decision.
  • Will you ever get a clear answer from Dr Beschi

  • They are comfortable saying no if they are convinced that it is the correct decision.

Insights For Deal Planning

    How fast (or slow) will Dr Beschi move?

  • Their decision-making is neither very fast nor very slow, they are somewhere in between.
  • Can Dr Beschi take some risk or not?

  • They can take risks if their analysis shows that it would be worth it.

You And Dr Beschi

Personality Compatibility


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