Ranjith is a farmer, driver, or retired blue-collar worker. His knees and lower back have been a problem for years. He's been to government hospitals, tried local Ayurvedic preparations, had friends recommend supplements. Nothing has given him consistent relief. He uses Facebook mostly on his phone, often watching videos his family sends him. He is deeply skeptical of anything sold online — but once convinced, he becomes a loyal buyer and will recommend to everyone in his circle. He is the hardest to convert but the most valuable once converted. His trust is earned, never given freely.

Dilhani is a working woman in her 30s — teacher, office worker, or small business owner. Her father or mother has been struggling with joint pain, fatigue, or a chronic condition. She's the one who researches solutions on their behalf. She's active on Facebook and Instagram, shares health content to family WhatsApp groups, and is the information gateway for her entire family. If she believes in a product, 5–10 people in her circle will hear about it. She reads ingredient lists carefully. She asks about drug interactions on behalf of her parent. She is not the end user but she controls the purchase decision. She is the single highest-leverage buyer in Megha's entire customer base.

Priya is a Sri Lankan who moved abroad 5–20 years ago — Australia, UK, Middle East, or Canada. She maintains strong cultural and family ties to Sri Lanka. She follows Sri Lankan Facebook pages and WhatsApp groups actively. She watches Sinhala content online. She is either buying for her parents in Sri Lanka (who she worries about from afar) or for herself — she has her own health concerns and trusts Sri Lankan natural medicine in a way she doesn't fully trust Western supplements. Price is a lower barrier for her. The barrier is trust that the product is authentic and that international delivery works reliably.