News Trust of India :In today’s fast-paced digital environment, the beauty and personal care business is witnessing a huge shift in consumer behavior. With the prominence of internet platforms, people are now browsing and purchasing things from the convenience of their homes. Recognizing this development, marketers are adjusting their strategy to capitalize on digital platforms efficiently.
Embracing Digital Transformation
The Bella Vita Organic, an emerging participant in the cosmetics business, exhibits this trend by embracing internet channels to promote its growth. Established just three years ago, the business has already attained a noteworthy revenue milestone of Rs 100 crore. Aakash Anand, the Founder & CEO of Bella Vita Organic, owes this success to their intentional embrace of direct-to-consumer (D2C) and marketplace methods.
Anand explains the brand’s humble beginnings, founded in his family’s salon network in Gurugram. Instead of relying on known brands, they invented their own concoctions, which earned tremendous appeal among clients. Recognizing the potential of D2C, Anand drove Bella Vita Organic into the market, initially listing on Amazon with a handful of items, a decision that proved important in the brand’s development.
Overcoming Challenges
However, the road wasn’t without challenges. Like many firms going into the digital realm, Bella Vita Organic found hurdles, particularly in understanding marketplace dynamics and optimizing consumer targeting. Anand outlines the first effort in grasping the complexities of running effective commercials and addressing packaging concerns to better consumer experience.
Targeting the Right Audience
Despite these hurdles, Bella Vita Organic remained strong in its goal to offering quality products to consumers, especially those in Tier II and Tier III cities. Recognizing the absence of quality alternatives in these locations, the company actively targeted underdeveloped populations, delivering them luxury items at affordable pricing ranges.
Anand elucidates the rationale for this strategy, emphasizing the brand’s objective to bridge the gap in product accessibility between urban and rural locations.
Commitment to Quality and Affordability
Central to Bella Vita Organic’s ethos is the unwavering dedication to producing quality products without compromising price. By aligning with luxury brands in terms of quality while retaining competitive price, the brand has built a position for itself in the market. Anand underlines the importance of prioritizing product quality, stating it as vital in developing consumer loyalty and generating repeat purchases.
Future Outlook
Looking ahead, Bella Vita Organic has big goals for expansion, hoping to attain an astounding annual revenue of Rs 500 crore by 2023. Bolstered by a recent financing investment of $10 million from Ananta Capital, the brand is prepared to scale its activities dramatically. With planned launches in the nutraceutical and beauty industries, Bella Vita Organic continues constant in its goal to delivering consumers outstanding value and quality.
