How Jovees Herbal is Planning to Explore the World of Metaverse
How Jovees Herbal is Planning to Explore the World of Metaverse

Rising focus on appearance and looks coupled with increased acceptance of herbal products among consumers are some of the factors that have given a push to the demand for chemical-free beauty products. Apart from this, social media and beauty blogs that communicate the benefits of herbal beauty products have also given an impetus to the demand for herbal beauty products.

The global herbal beauty products market size was valued at $78.5 billion in 2019 and is anticipated to grow at a compound annual growth rate (CAGR) of 5.2 percent from 2020 to 2027,” as per the report by GrandViewResearch.

To make the most of the ever-increasing demand for herbal beauty products, Rakhi Ahuja introduced Jovees Herbal in September 2004. The journey started with 24 products with a dream of creating innovative and effective products that would add value to the customer’s life. 

Our main aim was to offer the consumer something which would benefit them for the long term, like in terms of organic and herbal skincare. We bring a wider range of products to their consumers’ i.e. Skincare, Haircare, Body care, Professional Range, and also Ayurvedic Products. The approach has always been consumer focused and hence without any major marketing activities, we have cemented our position in the market,” asserted Ahuja.

Nowadays lots of chemicals are used in beauty and skincare products, so for this, we give our consumers a surety of healthy and glowing skin. Our main USP is herbal and organic skincare products which would save the consumer's skin from the harsh chemical being used in beauty products. The driving forces come from the faith our valuable consumers and partners have in our high-quality products along with a strong team of 3,000 employees who are passionate about brand Jovees,” she further added.

Retail Strategy
The brand aims to have a strong presence in modern trade stores all across India.

We have also partnered with 18 e-commerce platforms including Amazon, Nykaa, Purplle, Reliance, etc., and have a presence across 35,000+ retail stores,” she stated.

Marketing Strategy
Recently, the brand has roped in Parineeti Chopra as a brand ambassador and launched a new TVC featuring her. The TVC features the actress showcasing the brand's wide range of face washes and highlighting its all-natural ingredients. The quirky TVC highlights the need for your skin to feel fresh and flawless irrespective of your surroundings.

Elaborating on having Parineeti as a brand ambassador, Ahuja said, “Parineeti was our natural choice as the brand ambassador for Jovees Herbal for two reasons. Firstly, her personality resonates with the brand. She is lively, chirpy, optimistic, and stands her ground for her beliefs. Her love for marine animals aligns with the cruelty-free nature of the brand. Also, she is transparent when it comes to her personality and that clicks with the brand as we at Jovees Herbal also believe in providing all the information possible to any existing or potential customer(s). Secondly, there’s no denying that she is very well known all across India and we wanted such a personality to help us take our brand-building forward.

Our marketing budget for FY 22-23 is around Rs 20 crore. As now we have Parineeti Chopra as our brand ambassador, we are excited to share with our customers the interesting content that has been created with her. We firmly believe in allocating 70 percent of our budget on amplifying the content on various media platforms as there is no point in creating the content if it’s not reaching the maximum number of people. Over the next 3 years, we are looking to spend about Rs 75 crore on marketing as we have exciting plans for the future, both in terms of product range and marketing,” she further added.

Technological Integration
As a brand, Jovees firmly believes in the empowerment that technology brings with it. It has a dedicated customer support channel to address its consumers and it keeps on upgrading its website as per the latest tech for a smoother shopping experience.

Technology is key in today’s time and our focus has been on using the latest tools available in the market. We are also working on a project for the Metaverse currently,” she asserted.

Future Goals
At present, 94 percent of the revenue of the brand comes from retail stores, and the remaining 6 percent comes from e-commerce and exports.
 

Today, the brand offers more than 150 products for skin, hair, and body care with a robust presence in India, Sri Lanka, Hong Kong, France, Maldives, Australia, and Spain. Also, it is in the process of scaling up the professional category in the next couple of years, which the brand has recently launched.

We are striving to reach a wider audience in the online and offline space to provide more and more consumers a choice to have all-natural products at their disposal. We are looking at achieving 2X the sales of March’22 by March 31, 2024. Along with potential new customers in India, we are also looking to expand our horizons in the international markets. Currently, our products are available in Sri Lanka, the Middle East, France, Malaysia, Mauritius, and the Maldives; we are planning to treble our exports in the next couple of years,” she said.

We broke even a decade back and now are a bootstrapped company and currently have no plans of looking at funding in the near future. At the same time, we might be open to tying up with investors in the future who align with our vision and add value to what we currently have,” she concluded.

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