Will mCaffeine be Using a Different Retail Strategy in International Markets

Mohit Jain, Co-Founder, and Head, E-Commerce, mCaffeine while speaking at a webinar #EmpoweringD2C in collaboration with Shipway talks about the idea that led to the introduction of mCaffeine as a brand in the personal care space.
Will mCaffeine be Using a Different Retail Strategy in International Markets

mCaffeine, India's first caffeinated personal care brand, is focused on the millennial lifestyle with mass premium offerings. It’s a new age brand for the younger consumer. With caffeine at the heart, mCaffeine makes premium world-class products using coffee, tea, and chocolate. The personal care start-up is eyeing entry into new verticals across segments such as beauty care, cosmetics, and male grooming. It is at present is focusing on India with global potential for the future.

Mohit Jain, Co-Founder, and Head, E-Commerce, mCaffeine while speaking at a webinar #EmpoweringD2C in collaboration with Shipway talks about the idea that led to the introduction of mCaffeine as a brand in the personal care space.

He says, “We saw a gap in the market as there were not many lifestyle brands in the personal care segment which consumers were proud of using in their daily lives. And coffee or caffeine is a miracle ingredient that was not being used as a main ingredient in the products despite the fact it benefits both skin and hair. So, we thought of combining these both and introduced mCaffeine."

“After many hits-and-misses, the brand was re-launched in 2018, and it became a huge hit clocking Rs 5-6 crore revenue and this fiscal end, we are eyeing a revenue of Rs 200 crore. In the next three years, we are planning to hit Rs 700 crore figure through various distribution channels," he further adds.

At present, the brand offers 50 different products to the consumers, and close to 20 to 25 have been launched in this year itself.

“The product density per product sales is actually very good for our brand. So it's the highest I would say in the online market right now,” he asserts.

At present, 34 percent of the revenue of the brand comes from its own D2C channel, 65 percent from marketplaces, and the remaining 1 percent from offline.

Marketing Strategy

The brand is aggressively promoting its products on various social media platforms like Instagram, Facebook, etc., along with various other tools on marketplaces. It is also into influencer marketing

“Recently we have launched our TVC featuring Shruti Hassan, Radhika Apte, and Vikrant Massey. The brand film is targeted towards empowering the country’s Gen Z audience while communicating mCaffeine’s ‘Addicted To Good’ proposition in an innovative yet relatable way,” he shares.

“The proposition comes from the human insight that we are essentially creatures of habit that favor repetition. A single good habit can often lead to another, starting a chain of goodness. Through this campaign we want to get our users similarly ‘Addicted to Good’,” he adds.

Foraying into International Waters

The brand has come a long way in the past 5 years and now it is eyeing offline expansion along with global expansion.

“At present, the brand is present at 45 marketplaces and 1,000 offline touchpoints. We are looking to reach 10,000 touchpoints in India in the next 6 months. As far as international presence is concerned, we have already entered Nepal and Maldives. We are planning to launch in the GCC market in the next 2 weeks. The plan is to launch the brand in 20 countries like UAE, Saudi Arab, Kuwait, Oman, US, UK, Canada, and Egypt in next 6 months,” he avers.

“Being an online-first brand, we will follow the same strategy expanding in international waters. For the initial 3-4 months, we will see how customers accept our products, and then we will expand into offline space. Initially, we will be launching our 75-80 percent of the products in the international markets,” he further adds.

Future Plans

The recently launched body washes have been a huge success for the brand. Going ahead, the brand is planning to bet big on the hair care category

“We are planning to launch 5 new products in November and 5 more in December. At present, we are focusing on unisex products and maybe in a year or two, we will be looking forward to foraying into the men’s grooming segment,” he concludes.
 

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