How Plantas Plans to Capture a Larger Share of the Organic Beauty Care Market

The organic beauty care market is a fast-growing industry in India. The Indians today are in search of products that are natural as well as organic in nature. India’s organic personal care products market is expected to grow from $571.43 million in FY2020 to $1,239.04 million in FY2026, growing with a CAGR of 14.69 percent, according to Techsci Research. One of the brands that are ready to take share in this growing market is Plantas.

Entire India is divided into 4 major regions and the maximum sales in the beauty care market are generated from North India which is 38 percent amounting to about Rs 35,000 crore followed by South India which contributes about 29 percent amounting close to Rs 27,000 crore. West is in the 3rd place with 24.5 percent contribution amounting to about Rs 23,000 crore followed by east with a contribution of 8.5 percent amounting to be Rs 8,000 crore. As per the price positioning and product segment, Plantas products fall under almost 20 percent of the total 94,000 crore market and currently stand at about Rs 9,000 crore growing at 14 percent per annum.

Plantas is an all-organic and natural personal care brand with a range of skincare, haircare, body care, and eye care products.

“The idea behind launching Plantas was to give an extraordinary organic and natural personal care experience to the people of our nation as well as the global consumers,” Gautam Dhar, Managing Director and CEO, Plantas said.

Brand’s USP

Plantas is one of the 12 other brands in the world which has a completely chemical surfactant-free cleanser range like shampoos, face washes, scrubs, cleansing milk, etc. It is also the only certified organic brand in India that has completely recyclable/ biodegradable packaging.

“Plantas is India’s first and the only brand with a complete range of over 95 percent organic and 100 percent natural products certified by Ecocert Greenlife, France under Cosmos V3 standards,” Dhar stated.

The brand is also 100 percent vegan and has an accessible price point to reach the critical mass.

Spreading Wings

Plantas products are currently available on its D2C website. It is also available on various e-commerce platforms like Amazon, Flipkart, Nykaa, and 1MG. Plantas through digital advertisements promotes the consumers to purchase products directly from the website.

“We focus on D2C as it develops a deeper connection with consumers and builds consumer loyalty. Consumers, on the other hand, are able to enjoy a superior brand experience and receive personalized offers on our website,” he asserted.

The brand’s product ranges are also available in various retail stores across the nation, presently in all states and union territories except the North-East. The brand Plantas was launched in Mumbai in 2021. Recently, in the month of April, Plantas organized launch events in 4 south cities – Hyderabad, Bangalore, Chennai, and Kochi. It aims to grow in India as well as spread its roots in the global market.

What’s in Store?

Plantas has an extensive range of skincare, haircare, body care, and eye care products. It currently has a portfolio of 50 products for the face, skin, hair, and eye range. From the current 50 products, the brand plans to reach about 75 products, mainly focusing on skin and hair care ranges.

The brand targets high relevant millennials in the age group of 18 to 35. It is reaching out to consumers who are interested in health, nature, organic products, and global sustainability.

Digital Marketing: A Way Ahead

Digital marketing is growing at a rate of 25-30 percent in India annually. Plantas has planned a 360-degree online marketing campaign to reach its target audience in the best way – collaborate with YouTubers for integrated video, collaborate with make-up artists from different cities, paid collaboration with top influencers on social media platforms, creative social media reels, and videos to post on various social media platforms.

The brand promotes its products through Google AdWords, Instagram and Facebook Ads, and Ads on other social media platforms.

READ MORE: Why Sustainability Should be at the Core of Every D2C Personal Care Brand

The Future Ahead

For the financial year 2023, the company is looking at a PAN India presence with infrastructure in all states and union territories, and major cities, covering around 250-300 large formats as also stand-alone multi-brand cosmetic outlets manned by its trained beauty advisers, and also about 800-1,000 general trade outlets through about 80 odd distributors and 20 super stockists.

In the next three months, Plantas also plans to introduce a completely 100 percent biodegradable packaging to conform to the principles of the save soil mission and make the world more sustainable and a safer place to live in for generations to come.

“In the first three months of FY 21-22 we did about Rs 3.30 crore business only from domestic retail business and this year, which will be 12 months for FY23, we plan to do Rs 24 crore from domestic retail business and Rs 20 crore from export markets,” Dhar concluded.

(To know more about what is happening in the retail, D2C, and e-commerce industry, please attend IReC.)