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Founded in 2019, Aminu took two and a half years to launch its first product in March 2021.
“We assumed that the Indian market needed a well-researched skincare product. It turned out to be a bit more expensive than other products, but the responses we got from people told us there was a need and we are now delivering on it in the market,”Aminu co-founder Aman Mohunta said.
mohenta told Cosmetics Design – AsiaThe company is acutely aware of how saturated its local skincare market is. Instead of following fads and marketing hype, the company put most of its investment in research and development.
“For example, there are hundreds of vitamin C serums on the market with different labels, slightly different stories, and cooler packaging. It makes little sense to bring another to market. I feel like you have to do something at least better than what is currently happening on the market Things are three steps ahead.”
Mohunta pointed out that in the future we should expect more foreign beauty brands to enter the Indian market and create more competition. In that environment, he expressed confidence that Aminu would be able to compete with local heroes and established foreign brands.
“I still sleep eight hours at night because I know we’re not copying any brand that might one day come to India for expansion – we have a very unique proposition. In fact, we’re very confident in bringing the brand to Europe, U.S., Middle East, Southeast Asia, and compete with existing brands there.”
Leave your mark overseas
Expansion overseas is something the company is working towards, having already laid its foundation in the Middle East and will work to expand its presence there with the United Arab Emirates and Saudi Arabia as key markets.
The company is happy to compete with more established brands from Europe or the US, which Mohunta estimates cost at least three times as much as Aminu.
For the Middle East, the company is taking an omnichannel approach, Mohunta said.
“What the pandemic is telling everyone is that you can’t put all your eggs in one basket, so take a multi-channel approach in case we go into lockdown again. So, we need to have something online. At the same time, for Product-centric brands, offline touchpoints can make a huge difference. “
Following the Middle East, the company’s next step will be to expand to Southeast Asia. At the same time, the company is also working to expand its geographic footprint in India to reach its goal of reaching $1 million in revenue this year.
To achieve this, the company is focusing on expanding its distribution channels, especially in the online space.
Since its launch, the brand has focused more on the expansion of brick-and-mortar locations, namely in niche beauty boutiques and beauty salons. Today, it is present in more than 100 stores in various states of India.
According to Mohunta, its offline channel accounts for about 70% of the company’s sales. It has huge room for growth by expanding into new digital channels and hitting its targets for the year.
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