In the ever-evolving world of beauty and personal care (BPC), few figures shine as brightly as Rayed Merchant. As the Director of SSIZ International and Co-founder of Ikonic Professional, Merchant has carved a niche for himself by championing innovation, sustainability, and trust in the industry. His journey is a testament to how passion and vision can create brands that not only thrive but also redefine industry standards.
“For us, the real victory is when professionals trust and use our products. It’s like a doctor prescribing medicine—if they believe in it, so will the consumers,” Merchant shares, encapsulating the essence of his business philosophy. This focus on building relationships with professionals first has been pivotal in establishing the credibility and success of his brands.
The Future of Beauty
Collaboration has always been at the heart of Merchant’s strategy. SSIZ International’s expansive portfolio caters primarily to the B2B industry, with a focus on professional trust. The approach is simple yet powerful: introduce products to industry professionals first, earn their trust, and let their endorsement pave the way for consumer acceptance.
“We identify market gaps and address them with a team of educators, trainers, and the right products at the right price. This simple formula—getting the basics right—has been the cornerstone of our success,” Merchant explains.
The brand’s collaborative efforts extend beyond traditional boundaries. From co-creating products with stylists to launching limited-edition collections, SSIZ International has consistently bridged the gap between professional expertise and consumer accessibility. This strategy not only strengthens the brand’s credibility but also ensures it remains relevant in an ever-competitive market.
SPF for Hair: A Revolutionary Concept
Among the most exciting innovations from SSIZ International is the introduction of UV-protection shampoos, conditioners, and serums—a groundbreaking concept in hair care. Set to debut in India in early 2025, these products aim to address a largely overlooked aspect of beauty: the damaging effects of sunlight on hair.
“The sun affects hair color and texture just as it affects the skin. Protection from UV damage will soon become a necessity, not a luxury,” says Merchant.
Leading this innovation is the Sol de Rio range by Cadiviu, a Brazilian brand distributed by SSIZ International. With its vibrant yellow packaging and PETA-certified vegan formulations, Sol de Rio combines the goodness of coconut milk with advanced UV protection. The range has already gained popularity in the West, particularly among beachgoers, and is poised to make waves in India.
Educating the Market on UV Hair Care
Bringing this novel concept to the Indian market requires more than just an introduction—it demands education. Merchant understands the need to build awareness among consumers about the importance of UV protection for hair.
“Hair has more exposure to environmental elements than other parts of the body. By highlighting the impact of UV and pollution on hair health, we aim to create awareness and establish this as the next big solution for consumers,” he shares.
The strategy involves leveraging digital platforms, influencer collaborations, and professional endorsements to educate consumers about the benefits of UV hair care. By aligning this innovation with consumer needs, SSIZ International is set to revolutionize the way Indians perceive hair care.
The Next Frontier
Looking ahead, Merchant predicts a significant shift in focus towards scalp care products.
“Globally, scalp care has been recognized as a major factor in addressing hair loss and breakage. From exfoliation to hydration and sebum removal, scalp care solutions are set to dominate the industry,” he says.
SSIZ International is already exploring this trend, with plans to introduce a range of problem-solving scalp care products. From anti-dandruff solutions to scalp hydration treatments, the focus is on addressing the root cause of hair issues.
Additionally, the brand is developing innovative hair tools with multifunctionality.
“Consumers and professionals alike are seeking tools that offer more than one function. Convenience and efficiency are the future,” Merchant adds. One such innovation is a hair iron that doubles as a hairdryer, combining utility with portability.
2024: A Year of Transformation
Reflecting on the past year, Merchant highlights three key trends that shaped the BPC industry: innovation, sustainability, and personalization.
“Post-pandemic, professional tools have transitioned into lifestyle essentials. At Ikonic Professional, we’ve embraced this change by blending technology and consumer insights, launching products that cater to both salons and individual users,” he says.
This transition has not only expanded the brand’s consumer base but also reinforced its position as a leader in professional styling tools.
A Consumer Mandate
Sustainability has emerged as a defining factor in consumer choices. Merchant recognizes this shift and has made it a cornerstone of Ikonic Professional’s strategy.
“Sustainability is no longer an add-on; it’s a consumer mandate. By aligning with these expectations, we’re building trust as a forward-thinking brand,” Merchant notes.
From energy-efficient tools to sustainable packaging, Ikonic Professional is committed to reducing its environmental impact. These initiatives reflect the brand’s dedication to creating products that are both innovative and eco-conscious.
Digital Transformation in 2024
In 2024, Ikonic Professional’s digital-first approach played a pivotal role in its success. By enhancing user experiences and leveraging social media, the brand connected with consumers in meaningful ways.
“Interactive AR tools, live tutorials, and engaging campaigns helped us connect with consumers, especially young professionals. Balancing technology with a human touch has been our biggest lesson,” Merchant reveals.
Standing Out in a Competitive Market
In an industry as competitive as BPC, maintaining a distinct identity is crucial. For Ikonic Professional, this distinction lies in its commitment to trust, innovation, and reliability.
“Our focus on co-creating with stylists and gathering feedback through workshops ensures our products deliver both functional excellence and a touch of luxury,” says Merchant.
Highlighting Standout Collaborations
A standout moment in 2024 was the Ikonic x Celebrity Stylist Series. This collaboration brought together renowned hairstylists to share their secrets using Ikonic tools.
“These exclusive masterclasses made hairstyling skills accessible to a wider audience while celebrating the art of hair. It placed our products at the heart of the narrative,” Merchant shares with pride.
Future Trends
Looking to 2025, Merchant predicts a continued emphasis on personalization, AI-driven tools, and sustainability.
“Beyond functionality, tools will need to reflect individuality. Our upcoming innovations will focus on intuitive usage, eco-conscious practices, and bespoke hairstyling experiences,” he says.
With these innovations, SSIZ International and Ikonic Professional are well-positioned to lead the industry into a future defined by creativity and consumer-centric solutions.
The Final Word
Rayed Merchant’s journey with SSIZ International and Ikonic Professional exemplifies how vision, innovation, and a commitment to excellence can redefine industry standards. As he continues to shape the future of beauty, Merchant remains focused on delivering solutions that inspire trust and elevate experiences.
“Get the basics right, and the advanced will follow. This philosophy has guided us and will continue to do so as we innovate for a better tomorrow,” concludes Merchant.
In a rapidly evolving digital commerce landscape, Digihaat emerges as a transformative force, leveraging the Open Network for Digital Commerce (ONDC) protocol to empower underserved sellers and expand e-commerce access in India. In an exclusive interaction, Rahul Vij, COO of Digihaat, sheds light on how this buyer application is reshaping the industry by ensuring a fair, transparent, and sustainable marketplace for both sellers and buyers.
Digihaat is an ONDC protocol-enabled buyer application that acts as a front-end interface connecting sellers to buyers. Explaining the platform, Rahul Vij stated, “Digihaat operates like any other buyer application, but its entire supply chain, backend services, and technology stack are sourced through the ONDC protocol. This allows any seller onboarded via ONDC to gain access to a vast digital marketplace.”
Unlike traditional e-commerce platforms, Digihaat does not impose a centralized control over sellers but instead provides them with a democratized ecosystem, where they can independently manage their inventories and sales without paying heavy commissions.
Digihaat is committed to making e-commerce more accessible and inclusive, particularly for small and rural businesses. “The idea is to help sellers increase their audience reach and integrate them into India's digital economy. We align closely with the local for local initiative, ensuring small businesses, entrepreneurs, farmers, and artisans get a fair marketplace,” said Vij.
A key challenge in the current e-commerce ecosystem is the lack of visibility and support for local and underserved businesses. By leveraging ONDC, Digihaat ensures that these sellers are not overshadowed by larger players but receive equal opportunities to showcase their products across the country.
Seller onboarding is facilitated through seller network participants (SNPs), who assist in managing catalogues and deliveries. Vij explained, “These network participants take care of onboarding, managing the catalogue, and ensuring seamless deliveries for sellers. They play a crucial role in bridging the gap between independent sellers and the ONDC ecosystem.”
Currently, e-commerce penetration in India is at just 6 percent, leaving immense room for growth. Digihaat aims to onboard the remaining population through a transparent, efficient, and scalable model. “Our vision is to empower not just buyers but also millions of sellers across India. When a revolution of this scale happens, the ease of selling and buying transforms, much like India’s UPI revolution,” he remarked.
By lowering entry barriers and simplifying digital transactions, Digihaat intends to replicate the success of digital payment systems within the e-commerce space.
Digihaat is aligned with the Make in India movement by promoting local artisans, MSMEs, and traditional businesses. The platform has launched a dedicated section, Amazing India, featuring handicrafts, textiles, and artisanal products year-round.
“Amazing India will permanently showcase various indigenous crafts and self-help group products, reinforcing our commitment to India’s rich heritage. Different festivals and seasons will highlight different crafts, from textiles to handmade diyas and jewelry,” explained Vij. This initiative ensures a sustainable and consistent platform for local businesses to thrive.
Technology is at the heart of Digihaat’s operations. The platform integrates AI-driven solutions to improve seller discoverability and optimize operations.
“We are building a tech-first marketplace that simplifies seller onboarding and enhances buyer experiences. AI will help enhance product visibility and create a seamless experience for both sellers and buyers,” he shared.
Sustainability is a growing concern in e-commerce, and Digihaat takes a proactive approach to addressing this challenge.
“Our open network model removes middlemen, ensuring sellers retain a larger share of their profits. By eliminating unnecessary operational inefficiencies like inventory holding costs and logistics complexities, we maintain a transparent, sustainable, and cost-effective model,” highlighted Vij.
Unlike traditional e-commerce platforms, Digihaat does not impose predatory commissions or hidden fees. The platform's goal is to create an affordable network that benefits both buyers and sellers without inflating costs through deep discounting tactics.
Digihaat evaluates its success based on the number of unique sellers gaining customers, the percentage of first-time buyers, and the overall user retention rate.
“For us, success means empowering first-time sellers and buyers to embrace digital commerce. Our goal is to digitize as many small businesses as possible while ensuring an experience that matches leading e-commerce platforms,” he emphasized.
Digihaat envisions a future where ONDC fosters a truly open e-commerce ecosystem.
“ONDC ensures that once a seller is listed, they can operate independently without paying exorbitant commissions. Digihaat acts as a trusted window for these sellers, giving them the visibility and confidence to reach new digital shoppers,” asserted Vij.
Digihaat is not just targeting Tier II and beyond markets but is a pan-India initiative. Sellers come on board via self-help groups, SMEs, and established brands, creating a universal network where small businesses and major players coexist with equal opportunities.
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