Hyderabad: Delhi-based Kama Ayurveda, an Ayurveda-based beauty and wellness products’ company, with its presence in all the major cities of India, has entered into Hyderabad with its first store at Next Galleria Mall in Panjagutta, marking its 37th store across India. The company has products in nine categories including skin care, hair care and body care. It has kept problem-solutions as its core USP.
Stating the importance of Hyderabad foray, Vivek Sahni, co-founder, Kama Ayurveda told Telangana Today, “We had been waiting for almost two years to find a right location to set up our store in Hyderabad. The city is huge and conscious market. We had been selling online here all these years. We will have at least 4-5 stores in Hyderabad going forward.”
The company is planning to set up its own unit towards the end of 2018. Currently, the production is happening through a contract manufacturing facility in Coimbatore. “We are planning stage. We will soon begin construction at the site. The unit will take care of both domestic and overseas markets. We have completed EU certification and we will begin certification process for Japan. Japan, US and Europe will be key export markets. We have signed partnerships with Japan already. In India, we have seen Japanese and Koreans had been embracing our brands well. We will go for regulatory approvals from all the major countries simultaneously,” he added.
Kama Ayurveda which began its operations in 2002 started setting up its stores since 2012. It has stores in Ludhiana, Delhi, Jaipur, Mumbai and Pune, Bengaluru Chennai, Coimbatore, Kochi, Kolkata, Guwahati and Bhubaneswar. The company has about 10 stores in Mumbai alone. It is planning to foray into North East as people are skin conscious. Delhi, Mumbai and Bengaluru are the top markets at present. The company has been seeing 90 per cent conversion.
Sahni said, “We will be setting up stores in Japan, US and Europe simultaneously. We will set up 12-15 stores in India in the next 1-2 years. We will boost our domestic presence in the short-term. We will be taking an Indian beauty brand global. US and European markets are very competitive and demanding. We will be competing with US, European, Australian and Chinese brands globally in global markets.”
The company, which has taken three years to bring out products in each category. The focus has been on providing solutions to problems. It operates in the over the counter (OTC) segment. The company sells its products online on several platforms including Amazon and Flipkart besides its own site. Online sales had been growing 200 per cent year-on-year. As of now, online contributes about 25-30 per cent of overall sales and this percentage is expected to go up in the coming years.
Highlighting the attention given to packaging, he said, “All these years, packaging of Ayurveda products has not been great. Packaging is important. We have paid attention to designing and functionality. Our shelf-life (for creams and shampoos) is two years as we don’t use preservatives. Ayurvedic oils have longer life. We are not making our products for luxury or fragrance, but to solve real health problems.”
Kama Ayurveda which has set up all its stores on its own until date is looking at tapping franchisee route. “We are receiving good interest from prospective franchise partners. We would be seeing franchisee stores opening soon,” Sahni informed.