We Understand The Need And Provide Best Solution To Our Consumers: Nourish Mantra
In an interview with BW Wellbeing, Ritika Jayaswal, CEO & Founder, of Nourish Mantra, spoke about how her busy schedule affected her skin which inspired her to set up the company
How are you different from the existing competitors?
Understanding the consumer’s exact needs and providing the best solutions to them is what makes Nourish Mantra different from other brands. Our Bluelight Repair Serum is an innovative and revolutionary product that will be changing the busy lifestyle. The serum hits the exact spots to repair the damage caused by screen lights. We’re on the same path to introduce more such products specifically formulated to cater to modern problems.
What challenges are you facing in running your business?
Answer: The ideal thought was to launch the brand offline in January 2020, but then the world got hit by the pandemic, so we had to change our plans and launch it online. The biggest challenge we are facing right now is building ourselves on social media. After the global lockdown, even the big brands are shutting down their offline stores and becoming socially active. But we picked up quickly, and as a brand, we all are learning how and what the consumers want in a defined way. We are still growing and building our community gradually, but yes, it is one of the biggest challenges we face right now.
How do you look at expansion?
Answer: We want to get into more online channel partners and penetrate offline with multi-brand outlets in India and the US. Right now, we are available in the USA on Amazon, Shop HQ, etc. And in India, we are available on Amazon, Flipkart, Tata Cliq, Myntra, Nykaa, etc. We are open to exploring new marketplaces to increase our visibility and extend our reach to our consumers. We’d soon be launching affiliate programs to build our community even stronger and expand the network.
What are your marketing plans?
Answer: Digital media, these two words are small yet hold a strong position in marketing these days. People are inclined towards what appears visually appealing, fueling that to our overall marketing strategy, we plan to go with digital marketing to our overall marketing strategy. The consumers like it to have everything on the go, so we plan to give them that. We are available on emails, SMS, calls, social media, and we communicate with them in the ways they want us to. We answer them personally; instead of sending them an automated response, we send them gift cards, coupons, and invitations to participate in our events. Content marketing, influencer marketing, and word-of-mouth marketing are some of the first things that we are focusing on as it hits the minds the right way. You may see us coming with force on billboard advertising and guerilla marketing very soon.
What has been your biggest learning so far?
Answer: Credibility & validation, my biggest learning has been that even if you are introducing the best product to the consumer, if you don’t have authorized stamp-like dermatologically tested or clinically tested, you can’t have the trust of your potential consumers. We realized it only when we launched our hero product, ‘Vedic Elixir Facial Oil.’ Our products were tested and verified before launching, but we weren’t vocal about it until we started with Vedic Elixir Facial Oil. That was it, we cracked this early, and now we make sure that all of our products should be vocal about the clinical testing. The consumer wants credibility and validation, which we will be giving them.
What is the market size of the skincare industry and opportunities?
Answer: The skincare industry is huge, and when we started with Nourish Mantra in 2020, it was USD 483B; in 2021, it was valued at USD 511B, and it is likely to be valued at USD 784B by 2025. Out of all the beauty & wellness industry sectors, 36% is covered by skin care companies, and the rest is by beauty & personal care. The Ayurveda-inspired brands hold a 6.6% share out of 36% skin care dominance. You can see even the big industrial names are coming to the Ayurveda-backed beauty & wellness products. Also, with the growing market, the industry is becoming inclusive and giving more opportunities to women in the workplace. Also, the less is more concept in the skin care industry has been in the rage for quite some time now. Introducing mini packs and trial packs has been a trend, and it is a broader opportunity to reach consumers.
Have you witnessed any major changes in the business/sector in the post-Covid Scenario?
Answer: You know, one of the drastic changes that all of us got to observe during the first wave was that people became more aware of skin care and personal care, which they might have forgotten with their hectic schedule or otherwise. Whereas in the second, businesses like ours had to face a drastic dip in keeping up with the production and labor. There was no labor because everyone went back to their native places to survive the pandemic. Also, thanks to Greta Thunberg, people developed a sense of belongingness towards themselves and the earth both. It was a significant change that people had started to seek more natural and clean products, sustainability, and cruelty-free products. So, if I summarize it in a few words, people became more aware of their bodily needs and developed a sense of belongingness; they started to find peace and nobility. However, small businesses had to push a little harder because of no laborers in the factories as they went home in 2021.
How did the sustainable initiative come into the picture. Tell us about the same.
Answer: The sustainable approach is all about doing for the present generations without compromising the needs of future generations. We donate 1 per cent of our profits to mental health awareness and animal rights to balance nature and humans. We are a PETA-certified brand and produce plant-based products only. We proudly claim that Nourish Mantra is a cruelty-free brand. We have been inclined towards the love for mother nature, and the idea of sustainability has always been there ever since the ideation of Nourish Mantra. Our products now come in Plastic Neutral packaging, and we are funding the plastic collection and recycling programs partnering with the social enterprise Plastic Collective.
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