BIA Brands has strategically acquired TrueKind, a trailblazer in clean, conscious, and high-performance skincare, signaling BIA Brands' foray into the skincare sector and expanding its footprint in the Beauty and Personal Care (BPC) market in India. The move aligns with BIA Brands' commitment to introducing innovative global brands rooted in India's heritage, transcending geographical boundaries and consumer expectations.
Founded in June 2022 by Sudhakar Adapa, BIA Brands is set to launch innovative brands inspired by ancient Egyptian beauty traditions and tailored for the youth market, along with a versatile range of cosmetics. Sudhakar Adapa, with a diverse entrepreneurial background, sees the TrueKind acquisition as a strategic step towards diversification and global reach in the Beauty and Personal Care space.
Sudhakar Adapa emphasized, "The acquisition of TrueKind is a key step in BIA Brands’ journey towards diversifying our offerings and venturing into the Beauty and Personal Care space. It embodies our goal to enhance our global reach and introduce innovative products."
TrueKind, known for its commitment to authenticity, efficacy, and environmental friendliness, offers vegan and cruelty-free skincare products. Bestsellers like the Phyto-Retinol and Peptide Eye Cream reflect TrueKind's dedication to delivering honest and effective skincare solutions.
Keshav Biyani, Founder of TrueKind said, "TrueKind has always been about delivering honest, effective skincare solutions. I am confident that BIA Brands will carry this legacy forward with its commitment to quality and innovation."
Karen Wilson Kumar, former country manager for Louis Vuitton and Ferragamo in India, who has been recently appointed as CEO of the BPC segment at BIA Brands said, “Leading the Beauty and Personal Care segment at BIA Brands is an opportunity of a lifetime. Our goal is to blend the rich legacy of TrueKind with innovative approaches to meet the evolving needs of our consumers, ensuring quality, efficacy, and sustainability in all our products.”
Homes R Us has forged a partnership with MoEngage, a marketing automation and customer engagement platform with headquarters in Bengaluru and San Francisco. The collaboration aims to bolster Homes R Us' connection with customers, comprehend their requirements, and offer tailored experiences that resonate deeply with them.
Established in 2003, Homes R Us boasts 24 stores across the Middle East, recognizing the pivotal role of meaningful customer interaction within the retail sector. Through MoEngage, Homes R Us intends to furnish personalized recommendations, craft targeted promotions, and dispatch timely notifications across various customer touchpoints, thereby amplifying satisfaction levels and fostering enduring loyalty.
"MoEngage emerged as our preferred choice owing to its comprehensive insights-driven engagement platform, enabling us to customize our interactions with customers based on real-time data and analytics," stated Priyanka Juneja, Digital Marketing Manager at Homes R Us.
With MoEngage onboard, the brand endeavors to enhance customer retention and lifetime value. Additionally, it aims to achieve tangible bottom-line growth by refining conversions, mitigating churn, and maximizing revenue streams through refined engagement tactics.
"We are excited to serve as the proud martech partners for Homes R Us. The brand has consistently prioritized a customer-centric approach, and through our collaboration, we aspire to fortify this commitment," remarked Sweta Duseja, Director of Customer Success at MoEngage.
Joining the ranks of over 1500 global enterprises spanning 35 countries, including Azadea Group, Commercial Bank of Dubai, Landmark Group, Apparel Group, Airtel, Ola, Oyo, and Mashreq, Homes R Us entrusts MoEngage to deliver a seamless experience across diverse devices and interaction points.
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