La Mior's 85 pc D2C Sales: A Data-Driven Success Story in Clean Beauty
  • IR
  • IR
  • IR
La Mior's 85 pc D2C Sales: A Data-Driven Success Story in Clean Beauty

La Mior, a trailblazer in the Indian cosmetic industry, emerged with a distinct vision – to provide vegan and plant-based clean makeup products without compromising quality. Founded by Aakriti Jayant Chhaparia, the brand set out to revolutionize the clean and vegan cosmetic market in India.

"Our goal was to introduce the concept of skincare-infused clean makeup in the Indian market,” states Aakriti.

From the outset, La Mior's vision and mission revolved around offering high-performance clean makeup products that seamlessly blend superfoods and skincare. In the journey towards slow beauty, the brand focused on sustainable practices and maintaining a quick turnaround time for product innovation. Aakriti adds, "Slow beauty is about returning to a slower, simpler way of approaching beauty, considering the larger picture and the planet."

Unique Identity and Product Range

La Mior's identity revolves around providing customers with a holistic experience in terms of product performance, packaging, and ingredients. The brand's product range includes velvet lipsticks, liquid eyeshadows, foundations, highlighters, and more – all derived from plant-based formulations and superfoods sourced globally.

The founder stresses, "We believe our customers deserve the best experience – be it product performance, packaging, ingredients, or services."

Aakriti Jayant Chhaparia emphasizes leading a balanced and holistic lifestyle, a principle reflected in La Mior's approach. The brand's commitment to slow beauty involves meticulous processes, protection of natural resources, and formulas free from parabens, petrochemicals, and alcohol.

La Mior

The Clean Beauty Revolution

Educating consumers about the benefits of clean beauty posed a significant challenge initially. La Mior tackled this by emphasizing the nutritional benefits of superfood-infused makeup through social media, blogs, and other platforms. "We utilize social media to educate and infotain customers about superfood-infused, skinfused makeup,” adds Chhaparia.

Thus, La Mior stands out as a true clean makeup brand in India, with formulations that are superfoods and skincare-infused. The brand's focus on constant innovation, quick turnaround time, and understanding customer preferences sets it apart from competitors.

Engaging the Audience and Market Strategies

"Clean beauty is taking over the traditional way of doing business, and we create an aura through social media platforms," asserts Aakriti.

Clean Beauty's swift rise prompted La Mior to engage its audience through platforms like Instagram, Facebook, and YouTube. The brand's marketing primarily relies on performance and Google marketing, with over 85 percent percent of sales through its website.

La Mior

Technological Advancements

La Mior's differentiation lies in robust manufacturing capabilities, leveraging partnerships with salons, and an ambitious offline expansion. The brand stays at the forefront of innovation, keeping an eye on technological advancements.

Moreover, the brand goes beyond products, contributing to sustainability by offering eco-friendly packaging options. The brand's focus on transparency in environmental initiatives resonates with customers seeking ethical and sustainable options in the beauty industry.

Bootstrapped Success: The Funding Journey

La Mior, a bootstrapped venture, was initially funded by its founders, Aakriti and Shaunak Chhaparia. Currently, the brand is not seeking external funding.

While La Mior's website constitutes the primary revenue stream, recent expansions to marketplaces like Amazon hint at diversification. The brand aims to increase revenue from both its website and online marketplaces.

"Our brand has seen a growth of almost 2X from its first year of operation," adds the founder.

Future Vision: Leading the Beauty Industry

La Mior's adaptability is a result of its commitment to innovative formulations and packaging. The brand keeps a close eye on emerging trends, ensuring monthly launches to cater to the dynamic beauty landscape.

The brand’s product portfolio, evolving with the times, anticipates exciting launches, including the recent pH Powered Long-Lasting Color Shifting Lip Tints. The brand's growth, fueled by vegan cosmetics, emphasizes its commitment to clean beauty.

"Our brand is growing at a fast pace, and we can see that vegan cosmetics hold a strong future," highlights Aakriti.

In the next 5 years, La Mior envisions becoming one of India's leading makeup brands. The brand aims to combine product quality, effective marketing, and an understanding of consumer needs to stay at the forefront of the beauty industry.

In conclusion, La Mior's journey epitomizes the transformative power of clean beauty, innovation, and a commitment to sustainability. As the brand continues to evolve, it paves the way for a future where beauty is not just skin-deep but also eco-conscious and mindful.

 
Stay on top – Get the daily news from Indian Retailer in your inbox
Digihaat Revolutionizing E-commerce with ONDC to Empower Small Businesses in India
  • IR
  • IR
  • IR
Digihaat Revolutionizing E-commerce with ONDC to Empower Small Businesses in India
 

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.

The Birth of Digihaat and Its Unique Proposition

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.

Addressing Key E-commerce Challenges

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 and Delivery Mechanism

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.”

Expanding India's E-commerce Reach

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.

Supporting the Make in India Initiative

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.

Leveraging AI for Enhanced Discoverability

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 in E-commerce Operations

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.

Measuring Success Through Seller Empowerment

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.

The Long-Term Vision for E-commerce Transformation

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.

 

Next Story
Also Worth Reading