How Social Commerce Is Helping Botnal Reach the Right Consumers

Consumer awareness of the benefits of natural products, as well as rising environmental concerns, are expected to increase the demand for organic products in the upcoming years. Furthermore, chemical-free products are also gaining popularity among young people and millennials who choose to support organically grown beauty products.

Apart from this, sustainability isn`t something we need to bet on but something that is required for our future. Our development must be in unison with our future and for that, sustainability in every industry is required. The more the public becomes eco-conscious, the more they will be determined to change old habits and strive to live a holistically sustainable life.

Realizing the opportunity, Hemangi Dhir founded Botnal in 2021 with the goal of creating organic, unique, and clean beauty products which cure the skin from the inside out. Botnal stands for Botanical and Natural, and the brand's mission is to build a community of people who feel empowered and confident in their own skin.

Botnal offers products that aren’t currently available in the Indian market such as essences, neck creams, and anti-pollution serums. In such a saturated industry, the company offers targeted solutions with customer education so they can get everything they need for their skincare regime using only ingredients that truly work for targeted skin issues.

Why the Sustainability Route?
Botnal believes that its development must be in unison with our future and for that, sustainability in every industry is required. If natural resources are not sustained, then development will stagnate after a point.

“Our conscious consumerism is now coming to a rise and with that, skincare brands and the wellness industry have to focus on making products using ingredients and packaging that are less harmful to our environment. The more the public becomes eco-conscious, the more they will be determined to change old habits and strive to live a holistically sustainable life. Sustainable means safe, it means being transparent with your consumer,” Dhir explained.

Reaching the Consumers
Nowadays as sustainability is the major requirement of the industry, consumers are majorly opting for clean and sustainable beauty brands to make a difference and to use chemical-free products for a sound lifestyle. In this scenario word of mouth plays a decent role in order to spread the brand among the consumers.

“Our marketing strategy includes digital marketing, public relations, influencer marketing, SEO, and SMO. We will also be venturing into radio and newspaper ads at a later stage,” she asserted.

“Currently we are retailing through online channels such as Amazon, Trell, Snapdeal, Flipkart, Myntra, and our own website. We are also doing exports abroad through online websites. Additionally, we are selling via offline stores such as Modern Bazaar and salons such as Hair We R. Moving forward, we will be available on Nykaa and Purplle as well. We are also looking at being present at niche pharmacies, hair salons, and shop-in-shops,” she further added.

The Omnichannel Way?
Botnal is present across both online and offline channels and plans to strengthen its omnichannel presence further.

“We are also taking orders on WhatsApp. As we continue to get strong distribution channels on board, our omnichannel presence should continue to increase. This will give our customers a chance to not only shop online but also offline,” she stated.

Technical Integration
In today’s world, a brand that is not leveraging technology will soon perish. In this digital era, it becomes a must for a brand to explore digital opportunities in order to grow.

“Digitization is everything! We are listed on e-commerce websites, and our own website and are looking at more e-commerce platforms in the future. Our marketing strategy majorly relies on digital marketing as digital is the way to go, especially ever since the pandemic. We are leveraging social commerce through Instagram ads, influencers, Facebook ads, public relations, SMO, and SEO. We firmly believe that technology affects a brand’s ability to communicate with its customers. It is necessary for brands to interact with clients quickly and clearly. Our website allows our customers to find answers to their questions after hours. In addition, our fast shipment options allow us to move products over a large geographic area,” she asserted.

Future Goals
In the next two years, Botnal is looking to launch 48 products with unique ingredients for men, women, and children. It will also be developing a range designed exclusively for kids and men. It is also looking at raising funds after 18-24 months.

“We plan on introducing new product categories such as face moisturizers, sunscreen, body serums, hair serums, and baby care in the new future,” she concluded.

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