Green Cosmetics Made Accessible
in Bengaluru to tap into the underserved market of health and beauty supplements.
“In 2013, Ashwin came to India and westartedwithtrialsofaweightloss supplement which was green coffee extract. It took three months for us to manufacture, and at one point we had 5,000 bottles stocked in my house. We ran out of it in 15 days. We set up Fit & Glow by 2014,” said Chowdhary.
The other cofounders in the company are Ashwin’s brother Arvind and Manish’s brother Karan Chowdhary. The four-member team wanted to expand their portfolio from nu- tritional supplements to paraben-, sulphate- and mineral oil-free cosmetics, the demand for which is growing steadily in India. “It took us eight to nine months to formulate and manufacture the product, which we started selling by the end of 2016,” said Chowdhary.
Retailed as a gentle care brand, Wow is eco-certified and insists on certificationforitsrawmaterialproviders to ensure quality. The company has a team of formulators based in Bengaluru and Miami for the cosmetic and dietary supplements business. “Around 98% of our business is digital, as we know how to market the brand online and we make an effort to educate our customers on the benefits of these products. Also, the prices are higher due to the high input costs, but as customer behaviour moves towards using chemical-free products, it is bound to reduce,” said Chowdhary. Apart from selling on Buywow, the company retails its products through Amazon India, Flipkart and Nykaa. It has also started partnering with beauty stores in Mumbai and chains such as Westside and others through a shop-in-shop model. “The Indian consumer is becoming extremely discerning in their beauty choices. At Nykaa, we see an increasing number of queries regarding product ingredients, as customers are concerned about these products which they use daily. The strong growth of WOW on our platform reflects this growing interest in ‘gentle-care’ products, with their paraben- and sulphatefree offering,” said Nihir Parikh, chief business officer at online beauty portal Nykaa.com.
Fit & Glow also owns men’s grooming brand Shaving Station and premium brand Body Cupid in the gentle care segment. The company clocked a revenue of Rs 25 crore in 2016-17 and expects the number to grow by 30% in the coming year.
Left to Right: Founding team of Fit & Glow Ashwin Sokke, Arvind Sokke, Karan Chowdhary and Manish Chowdhary