“We want to set up a wider footprint in tier 2 and tier 3 cities” – Lifestyle News

The clean beauty market is booming and Kama Ayurveda, one of India's leading brands offering Ayurvedic products, also offers products that are clinically tested for efficacy. Vivek Sahni, founder and chairman of Kama Ayurveda, talks about how he is taking Indian philosophy to the world, with a store in the UK but also looking to expand into smaller cities around the country. Masu. Edited excerpt:

Given the surge in demand for clean wellness products, how much growth has your brand seen in recent years?

We have witnessed a change in consumer behavior due to increased education and awareness among today's consumers, thereby driving the growth of the Ayurvedic beauty industry.. Natural, slow beauty is on the rise, with an emphasis on sustainability, ethical sourcing, environmental stewardship, recycled packaging, and clean formulations. Formulating the right type of product goes beyond just the ingredients and content, and goes into all the above values ​​that ultimately lead to customer satisfaction, loyalty and trust. As a beauty brand just 20 years old, we too have learned the importance of an ecosystem that needs to be protected and maintained in order to continue creating authentic and effective formulations. For example, Bhringraj, the key ingredient in the Bhringadi range, is procured only after monsoon to ensure the potency and quality of the formulation as per Dravyasangrahana.

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Slow Natural Beauty is a movement and philosophy that helps you develop sustainable self-care practices based on nature and health. Contrast that with the fast-paced world of the beauty industry, which sells instant results and invasive options. Our effective products result in 70% repeat purchase.

You've launched a product in the past that claims efficacy based on clinical research. What is the reason behind this? What is the response? And are you expanding your product portfolio for such products?

Kama Ayurveda is one of the first few Ayurvedic beauty brands to test the effectiveness of their products. We work closely with our research and development team to create original formulations using the latest technology. Make the most of the power of plant-based oils.

It takes about 2-3 years to develop a full-fledged Ayurvedic formulation, and we hope to continue expanding our product portfolio through such trials. Through our strategic partnership with PUIG, we will further strengthen the effectiveness of our products.

Because all Kama products are plant-based, there are testing requirements and clinical trials to try and back up the products, which slows down the development process. We adhere to the philosophy of using authentic Ayurvedic formulations that are safe and effective.

The reason we conducted clinical trials on our products was to demonstrate how the classical ancient wisdom of Ayurveda, which gave rise to these products, is perfectly relevant to today's modern world. These clinical trials help convince consumers of the results regarding the product.

Have you ever thought about expanding into the cosmetics field?

Our focus continues to be skin care, hair care and wellness.

How has the response been to expanding into overseas markets?• Which countries do you sell in and where do you plan to sell next?

We now have concession rights at Harrods in London, making our products available to shoppers around the world. Our independent Notting Hill location offers a carefully selected menu of services, including a range of traditional Ayurvedic treatments.

Our first trials are currently taking place in the UK, and we are taking our own time to understand what UK customers want and how well the product works before moving into other markets. I would like to observe it. I would like to spread authentic Ayurveda to the world. With our partnership with PUIG, our main objective will be to set foot in as many countries as possible. Currently, we have 63 in-house stores and over 90 shop-in-shops nationwide.

The beauty center has also opened. What kind of situation is that?

With two experience centers located in prime locations in Delhi, we offer a wide range of services. These are one-of-a-kind centers that bring the science of healing one step closer, combining beauty Ayurvedic counseling with physical therapy for men and women of all ages.We want to spread these centers across India.

What will the brand do next in terms of product expansion and geographic/channel reach?

We aim to continuously evolve our portfolio with new product launches and range expansions. Our goal is to launch 3-4 products a year. In terms of geographical reach, we would like to establish a wider presence in tier 2 and 3 cities. Finally, we are looking at more strategic alliances with partner channels, both in-store and online. While ordering online is best for repeat purchases, we feel strongly that physical stores are also very important for new customers and customers who want to repeatedly try new products.