Green Cos­met­ics Made Ac­ces­si­ble

The Economic Times - - Power Of Ideas -

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

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