About Us

About The Company

Cardinal Naturals is a consumer-centric innovation company founded on the principles of a lean startup. We are currently in the process of developing a pipeline of a new generation of product solutions (part of the GRANDMASTER series), having huge applications in both the Fitness and FMCG markets. 


Unlike the majority of startups today that focus on an exit strategy even before they roll out their first product or app, Cardinal Naturals squarely focuses on a commitment strategy, a commitment towards providing revolutionary products that solve real problems of real people. One of Cardinal’s core philosophies is to “get out of the building” to gain a deep, personal, firsthand understanding of real consumers' needs before developing product specs.


A startup cannot be run like a small version of a big company. Large companies’ size and culture make disruptive innovation extremely difficult. Cardinal combines agile engineering and Customer Development to iteratively build, test and search for new products and business models, turning unknowns into knowns. Unlike at large companies, Cardinal relentlessly tests for consumer insights and alters course in days, not months or years, to eliminate time wasted on building features and products that customers don’t want. 


We pride ourselves on our small innovation team, our agile operational departments, and our ever growing large list of channel partners. 

balanzit Development Process

Staying true to the core philosophy of the company, balanzit diet balancer was developed using a series of hypothesis driven experimentation, iterative product releases, and consumer validation. 


Interviews, focus groups, and experiments such as blind tests and mock sales of balanzit were conducted in various places - at schools, gyms, restaurants, stores, and doctors' clinics across multiple cities encompassing a wide range of people from different backgrounds and age groups. “A-day-in-the-life-of” experiments were held in a select few locations where we shadowed some of our prospects for an entire day to get a first hand understanding of their pains, the jobs they they want to accomplish, and the personal goals they want to achieve. Only then could we design a winning product that helps make our consumers’ lives easier. 

About The Founder

Zeeshan Firasta is the Founder, Director, and current CEO of Cardinal Naturals Pvt. Ltd. He attained his training from Northwestern University (ranked no. 11 in the world by US News), obtaining degrees in Economics, Business Institutions, and Integrated Marketing & Communications from Northwestern’s prestigious Weinberg College of Arts & Sciences and Medill School of Journalism & IMC. He was valedictorian of his class at Kodaikanal International School (India’s first IB school) with a 41/45 in International Baccalaureate, receiving numerous awards along the way. 


He has over a decade of experience in different parts of the globe in various sectors, including retail, healthcare, sales, consulting, and mergers & acquisitions. In his journey, he’s had the privilege of training under and working with some of the world’s brightest and most brilliant minds, including but not limited to Marshall Kohr (former leader of the DDB Budweiser team that developed the “Whassup!” campaign recognized with the Grand Prix from the Cannes International Festival of Creativity) and Robert Gordon (Distinguished Fellow of the American Economic Association and named by Bloomberg as one of the 50 most influential people in the world).


When not working on spreading the goodwill of balanzit, Zeeshan spends his free time continuing to educate himself studying the latest concepts in Branding, Sales, Marketing and Strategy. His other interests include Objectivist Philosophy, Neuro-Linguistic Programming, and Sports Pharmacology. 

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