Finding the right personal care brand that suits you is always a major challenge given the plethora of options available.
Given the demand for Ayurvedic products, a report showed 77 percent of Indian households used Ayurvedic products in 2017 up from 69 percent in 2015. Walking up to any nearby Kirana store will present you with a dozen products claiming to be chemical-free and Ayurvedic.
Secret Hair Care’s Co-founders Ashith Sashidhar and Divyashree J in their college days observed a desperate demand for cleaner hair care products among their peer circle. While researching products available in the market, they discovered the products that identified as ‘organic’, ‘pure’, ‘unadulterated’ and ‘natural’ used inorganic chemical-based preservatives, which undermined their claims of being ‘pure’ and ‘organic’.
But when Sashidhar shared a bottle of his mother’s homemade hair oil with Divyashree and her friends, which gave the desired results of reduced hair fall and non-frizzy strands, they realized they had something that could fill the lacunae in the market – leading to the company’s inception.
Established in the year 2018, Secret Hair Care has been selling 3,500-4,000 chemical-free Ayurvedic products monthly. It clocked Rs 5 crore turnover for the year 2020-2021, Rs 1.65 crore in the year before 2019-2020 – amounting to about 203 percent growth. The company claims to have become profitable. No funding has been raised to date.
On asked about how Secret Hair Care distinguishes itself in the market, Sashidhar said, “We prioritize on creating quality products over having a large inventory and focus on building authenticity and trust through the best practices.”
“We emphasize customer service and satisfaction and are ethically and environmentally conscious,” he added.
Secret Hair Care also employs people with contextual knowledge of Ayurvedic remedies of Kerala.
Moreover, the company stated that it is not only selling the products, they are educating their client about different problems, which they consider as their duty as a brand. The company has started to post series like #yourhairkitchen that focuses on DIY hair care remedies. Also, Secret Hair Care’s products claim to be GMP-certified, organic-certified, cruelty-free certified, ISO 9001 certified (quality management), ISO 14,000 certified (environmental management).
The Ayurveda market in India was valued at Rs 300 billion in 2018 and is expected to reach Rs 710.87 billion by 2024. The biggest challenge to venture into the Ayurvedic wellness market is that the top brands have a long-standing loyal customer base who are reluctant to try anything new even if another brand promises better results. Dabur India, Nuralz, Patanjali Ayurved, Himalaya Wellness, Vicco Laboratories, etc. are some of the big names in the market.
To take on the highly competitive market, Secret Hair Care has reported having doubled its influencer marketing and has been endorsed by A-listers such as Allu Sneha Reddy, Rashmika Mandanna, etc. The company also aims to launch its products on e-commerce platforms such as Nykaa and Amazon. The company has set a target to achieve growth of 4x the current revenue i.e., Rs 20 crore.
Currently, the company has claimed to have built a global customer base of over 3 lakh clients through organic, word-of-mouth marketing via customer reviews. In terms of production, the company manufactures its products and sells directly to its consumers, via the website, social media. Currently, the company has 7 products that include shampoo, hair oil, hair mask, and comb. For the distribution, the company is associated with Delhivery (third-party).
“Our dispatch team works in tandem with the logistics to assure every customer from all the corners get the products delivered max within 4 business days from the date of ordering,” stated Sashidhar. “We have hassle-free customer chat support where if in case any issues will be resolved within the next working day.”
Secret Hair Care has reported shipping worldwide all the 12 zones, though the majority of the customer base is in India - available at from metro cities to mandals. The global market consumers of the brand are mostly from the USA, Singapore, Dubai, Malaysia, Australia & United Kingdom.