Emmbros Overseas – a home-grown company – based out of Panchkula, Haryana is known for offering an entire bouquet of ‘Made in India’ Beauty and Wellness brands that are natural and chemical-free. The company currently has 5 distinguished brands - St.Botanica, Oriental Botanics, Man Arden, Mom & World, and Muscle XP.
In an interaction with Indian Retailer, Sahil Mehta, Founder, Emmbros Overseas spills the beans on the journey of the company, retail, and marketing strategy, and future plans.
Here are the excerpts:-
Tell us about the company in detail. What was the idea behind introducing it and how has been the journey so far?
I set about on my entrepreneurial journey, shadowing my father who had great knowledge of Ayurveda which rendered me with the base of my products today, popularly known as the ‘kitchen science’. I spotted the demand in the Indian market for quality hair and skin care products, at an exciting price point and took it upon myself to serve this niche by launching Emmbros Overseas.
We offer an out-and-out bouquet of beauty and wellness solutions under our various sub-brands while combining our traditional wellness approach and botanical knowledge with cutting-edge scientific research. We are charmed to be the first brand to pioneer various natural solutions to the Indian market and shall continue to do so.
At Emmbros we strive to stay ahead by introducing more natural and indigenous products, as we proudly expand our ‘Made for India’ line of products. We are one of the fastest-growing Indian companies in the beauty and HPC (health and personal care) category and currently have distinguished categorized brands. The brands are available on Amazon, Flipkart, Nykaa, etc., and also through their brand sites.
The growing demand for clean label, cruelty-free vegan beauty products has validated our thesis and we are already on a runway to become a Rs 100 crore company in the next few months. We aim to more than double the business by end of the next financial year. We see our anchor brand St. Botanica becoming a Rs 100 crore brand by the end of March 2022.
Share with us the retail and marketing strategy of the brand.
We have a strong omnichannel strategy. All our brands are available on Amazon, Flipkart, Nykaa, etc., and also retailed through their brand sites. We took Covid-19 as an opportunity to enter into offline retail. We did a couple of tie-ups with big retailers like Health & Glow and Shoppers Stop and are already available in around 200 stores as of now. We plan to reach out to modern and general trade stores in all the states to aggressively expand the products' offline reach. Along with modern trade, we have a plan to open retail outlets for our best-selling brand St. Botanica next year.
As a digital-first brand, we invest and focus on performance marketing. We are driven by community building hence influencer engagement is an integral part of the strategy. We have also on-boarded Bollywood celebrities like Tara Sutaria, Vaani Kapoor, and Preity Zinta as brand ambassadors to help further our reach in the market. The website of the company has also been revamped keeping in mind the changing consumer preferences.
Who is your TG?
Emmbros Overseas boasts of a target audience in the age group of 22-55 years, irrespective of their genders. The consumer’s base highlights the growing affluent middle and upper class, with healthy growth in discretionary spending and an evolved understanding of the benefits of natural and holistic wellness solutions. Our customer is diverse, ranging from female-oriented skincare cream, anti-aging, men’s grooming, Botanical & traditional skincare or baby and mum skin needs, all needs have been looked after. We are a successful digital native player in terms of the target market, but the market is not defined by geographical constraints. However, metros, tier 1, and tier 2 cities do offer higher traffic and purchase orders and we have been seeing a positive rotation of our products in all markets.
What steps are you taking to combat the competition from other brands in the same category?
At Emmbros we strive to stay ahead by introducing more natural and indigenous products, as we proudly expand our ‘Made for India’ line of products. Another factor that makes us different from our competition is that we are constantly working to improve and innovate with our product offerings and after-sale services at the best price points to give our consumers an unparalleled experience with every use.
Throw some light on the future/ expansion plans of the brand. Any plans to test international waters?
We are aiming to reach every nook and corner of the country by setting up additional warehouses and brick-and-mortar units as well as making available every product from the house of Emmbros Overseas. As far as international plans are concerned, we are actively planning to set up a warehouse in the US, to make Emmbros Overseas’ presence felt in the global market. Although, at present, we are already listed on Amazon US.
Any plans to raise funds? If yes, then how will you be using those funds?
We are one of the few companies to reach an ARR of INR 100 crore without institutional funding. It was a conscious decision as we wanted to reach a significant scale before we raise an external round. Now, with the expansion and scaling up plans in the pipeline, we are ready to raise funds and plan to do so within the next six months. It is our vision to add more retail counters every month and focus on other categories that can be used to scale up Emmbros Overseas to the next level. We would also like to strengthen our R&D team to draw innovative formulations that are core to our brand philosophy.