TNC plans to go overseas
TNC plans to go overseas

Despite the economic slump, Indian cosmetic industry has an even greater potential for growth in future than present says, Natasha Shah, Founder of The Nature's Co. Increased awareness has pumped growth in this segment and has made it a fascinating market.

What is your assessment about Indian cosmetic industry? What are the latest trends?

The Indian cosmetic industry has witnessed rapid growth in the last couple of years. With improving purchasing power, awareness created by beauty editors, bloggers and fashion stylists and increasing fashion consciousness, the industry is expected to maintain the growth momentum around 7 per cent.Also, with world now a well-connected medium through the Internet, the Indian consumers are constantly being updated about new cosmetic products, translating into the desire to purchase them. And the latest trend is a conscious shift from cosmetic and synthetic products to natural organic products.

What is your marketing strategy to sell natural handmade cosmetic items?

Since the natural product market is very niche, we aim at a more focused and targeted communication. We focus on providing experiential and higher order benefits to our consumers rather than purely functional  ones such as all TNC customers get a complimentary spa treatment with a purchase of Rs 1,000 and above.

How has your journey been so far?

Our journey has been great so far. With learning about each city, region, customs and traditions, we also customize our promotions and offers based on not only national festivals but regional ones too like Pongal in Chennai and Durga Puja in Kolkata. We started with our first store in New Delhi, followed by one in Mumbai. Post that we opened our stores in Kolkata, Chennai and Pune. With our latest store openings in Bangalore and two in suburbs of Mumbai we stand with 8 stores across India.

Are you present in MBOs as well?

We have not yet ventured out selling through multi brand outlets. We currently sell only through our exclusive company-owned stores, online store and few known online portals. What are your expansion plans? We are looking to set up stores in Hyderabad, Jaipur and Chandigarh. We also plan to penetrate the overseas markets in USA, Dubai and London through strategic tie ups with well known departmental stores. Also, looking at opening another channel through shop-in-shop concept and franchisees.

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