How Beauty Destination Enrich Has Evolved Over 25 Years

One of India’s largest home-grown beauty services brands Enrich has been synonymous with beauty and personal care for over 2 decades. Operating since 1997, the brand has 80 salons across 6 cities.

In the past 25 years, the market changed and so did the customer needs and demand, having evolved, Enrich understood the changing scenario and continues to serve its customers.

“Significant triggers have been needed for self-indulgence, look and feel good factor, globalization, increasing per capita income and consequent increase in discretionary income, access to travel globally, mobile phone and data access, digitization, and most recently the pandemic,” said Vikram Bhatt, Founder, Enrich.

“With each of these triggers, there is increased awareness, access to information and the increase in discretionary income. Worldwide, beauty products and services are one of the top few categories that folks with discretionary spending first go to,” added Bhatt.

The growth in the economy helped Enrich’s customer base grow. The brand has been able to segment its offerings as per the needs of the customer, and over time with the proliferation in products and services, the width and depth of offering have aided this effort.

While serving customers at stores for services and products, Enrich would continue to serve them online as well. The brand is further in the process of creating its capability to serve more customers online.

Enrich and Technology

With technology becoming a part of every industry, and every brand, Enrich is no different. The brand continues to work in the said direction aiming to be a tech-friendly and fast-adapting company.

“Technological innovation is a broad and all pervasive term and we will try and be up to speed in this area in the next few quarters and more,” asserted Bhatt.

With physical and digital forms of business coming together, Bhatt believes in combining services and products as a bundled offering and there is an opportunity for everyone who is focussed and persistent.

Given that the pandemic of COVID-19 had disrupted the communication strategies of businesses across categories, the salon industry is no different. In a business where touch is of the essence, Enrich has altered its communication strategy to build the trust of customers so that they can visit the salon.

Moreover, with the near-approaching festive season, Enrich will be launching an upgraded version of its custom-designed promotion which the brand has been running for over six years and taking it up a notch each year.  

Market Strategy

Enrich became an omnichannel company by launching ‘Born Ethical’ two years ago. 

The brand offers services and products both online and offline using cutting-edge technology. Witnessing unhindered growth, this year Enrich is aiming to grow 30 percent compared to pre-Covid FY20, and 65 percent in comparison to FY22 with existing stores.

With the brand’s all-inclusive beauty destination, a service plus retail format store, the brand aims to increase its footprint as well.

All-inclusive Beauty Destination

On the roadway to expanding its business, the brand recently announced the launch of another all-inclusive beauty destination in south Bombay at a premium mall. The large-format store provides immersive shopping from a wide range of cosmetics, skincare, haircare, fragrances, bath & body, men’s grooming categories, and beauty accessories.

The store offers over 50 brands with a catalog of more than 5,000 products.

Through its various efforts, the company has managed to get on the road to recovery post the pandemic and the upcoming festive season is expected to give the demand another boost.

 “We already have seven stores of this format, and they are from three quarters to three weeks old. The response to this concept is very good and we are adding more stores in this format. Services are the anchor in each of these formats and the difference is in the space and number of brands in retail, ranging from 15 to 100 depending upon the store size. And using smart technology and logistics, we will ensure that we can deliver products swiftly,” said Bhatt.

Other Offerings

In an attempt to deliver an immersive, end-to-end beauty experience to its customers, Enrich offers home and salon services. The brand aims to deliver an immersive, end-to-end beauty experience to its customers. The brand also sells a wide range of skin, hair, and body product.

Moreover, with courses in hair, skin, makeup, and salon management, Enrich has its own chain of academies, allowing individuals to hone their skills and polish their talents. The academies having international accreditations including CIDESCO, CIBTAC, and ARTH among several others are located in Mumbai, Ahmedabad, Pune, Bengaluru, and Surat.

The brand intends to scale up its business to reach more than 200 stores across 20 cities, aiming to touch a revenue base of Rs 1,000 crore to Rs 1,200 crore.