Kama is desire and Ayurveda is a science and beauty brand Kama Ayurveda brings them together. Founded in 2002 in India, Kama Ayurveda is an authentic Ayurvedic beauty brand, providing traditional and holistic treatments for beauty and wellness. The brand has acquired a cult following globally among discerning beauty buyers, looking for safe, gentle, and efficient products that are rooted in the ancient science of Ayurveda.
“Opening our first outlet in Khan Market, Delhi in 2012, we now retail out of 59+ exclusive stores across Delhi, Gurugram, Mumbai, Chennai, Kolkata, Bengaluru, Pune, and Ludhiana. We also retail out of our own website, partner websites including Nykaa, leading hotels and spas, and 39 shop-in=shops such as Shopper’s Stop,” says Vivek Sahni, CEO, Kama Ayurveda.
USP of the Brand
Passionately focused on the purity of ingredients and efficacy of formulae, Kama’s high quality and beautifully packaged products are EU certified internationally, and the brand is also deemed animal cruelty-free by PETA.
“Made with pure, natural, and organic ingredients, the award-winning, premium Kama range has won plentiful awards for the efficacy of its products. The pure, ayurvedic products are 100 percent natural, vegetarian, and sans any additives,” states Sahni.
Impact of Pandemic
With the coming of a global pandemic, Kama Ayurveda had to re-evaluate existing guidelines and protocols. With their brick-and-mortar stores rendered inactive, they were facing a paradigm shift in how they connect with their consumers, to service their beauty needs.
“In the first leg of the lockdown, we shifted the majority of our communication online, via our website and social media platforms. As expected, 100 percent of our business moved to our website. As markets have begun to open, store procedures were revised to meet all safety and precaution measures, thereby allowing business to start coming from stores as well,” asserts Sahni.
On their social media handles, especially during and immediately post the lockdown, they moved away from product-centric communication to topics they believed would resonate better with consumers, at such times. An example of this would be at-home yoga tutorials, live sessions, and Spotify playlists under ‘Calm with the Kama’.
“We also successfully activated direct digital consumer engagement channels in the form of online beauty consultations to replicate our personalized consultative in-store experience. We also set up an operationalized pan-India IVR number, to enable an additional alternate channel, through which consumers could reach out to the brand,” he shares.
Providing Unmatched Experience
Kama Ayurveda’s omnichannel approach is to create the best consumer experience when they come in contact with the brand. Whether they buy online and collect from the store, or vice versa, the brand constantly strives towards making the brand experience seamless, thereby enhancing the joy one feels, while shopping with the brand.
Kama Ayurveda is currently working towards expanding existing product lines, and strengthening its bestsellers with clinical claims, to back their problem-solution claims, using quantitative percentages. For example, our Kumkumadi Serum is clinically proven to brighten skin by 2.5 times.
“We will continue introducing products that fit the brand ethos, of authentic Ayurvedic formulations and providing proven efficacy,” he concludes.