Skincare brand Earth Rhythm has announced entry into the offline retail market with the opening of 12 kiosks in Tier I and II cities as part of its offline expansion plans. Post the initial launch phase, the company wants to expand to open more than 70+ kiosks spread across India and offshore markets.
O2O (online to offline) or omnichannel strategy is seen as a trillion-dollar opportunity worldwide, the company aims to aim to generate 10 percent of the total revenue for FY 2022–2023 via omnichannel business. The cities where Earth Rhythm kiosks are being launched are New Delhi, Bangalore, Mumbai, Chennai, Chandigarh, Raipur, and Dehradun.
The kiosks display close to 90 products across its major four categories - Face, Hair, Bath, and Body and Makeup. By October, Earth Rhythm will also be launching a kiosk in Hyderabad city.
There has been an increase in direct-to-consumer (D2C) brands in India. The D2C market in India, which was estimated to be worth $33 billion in 2020, is anticipated to grow to $100 billion by 2025, according to Statista research. According to Avendus Capital, the D2C beauty and personal care market in India alone is predicted to reach $4.4 billion by 2025, with a staggering CAGR of 29 percent.
Harini Sivakumar, CEO, and Founder at Earth Rhythm Expressed, "We're thrilled to expand our brand offline with the launch of our first retail footprint at Pacific Mall in New Delhi. It's crucial to establish our presence offline as well after making a lot of noise online on the major e-commerce sites. Modern technology makes it possible for businesses to interact with clients online, including chatbots, social media, and virtual appointments. However, nothing fully matches a consumer relationship that is built in person. Many customers still enjoy making in-person purchases from brick-and-mortar establishments. Going hybrid, therefore, gives us a competitive advantage and aids in growing our clientele."
Owing to its strong web presence in the skincare sector, Earth Rhythm is abreast of consumers’ skincare needs end to end and continuously improves its offerings to meet these requirements. People in India and throughout the world behave in a balanced manner when making purchases both online and offline.
Launched in 2019, Earth Rhythm has grown by over 500 percent between FY ending 21 and 22 and is targeting a Rs 90 -100 crore ARR for FY 2022 – 23. The brand is prepared to launch 70+ kiosks in India and international markets (the Middle East and the US) over the course of the following year, with a clear focus on attracting new customers.