Mumbai: In the realm of entrepreneurship, stories of passion often emerge as guiding lights for aspiring business owners. For us, the journey into the e-commerce realm with Divaaglam stands as a testament to this. The journey showcases how determination and collaboration can turn dreams into reality even during challenging times.
Our entrepreneurial spirit was sparked long before the inception of Divaaglam. With my keen interest in e-commerce and Riena’s deep passion for the beauty industry, we found a purpose during COVID-19. It was in these uncertain times that we seized the opportunity to blend our passions and expertise, giving birth to Divaaglam.
However, navigating the competitive landscape of e-commerce was not easy. We and our team understood that success in this arena demanded attention to detail and a commitment to customer satisfaction. Despite facing formidable giants in the market, we faced every challenge and overcame it with grace.
My own journey in the beauty industry, spanning over two decades, provided invaluable insights and connections. From humble beginnings dealing in perfumes to establishing enduring relationships with renowned brands like Jaguar, Bulgari, and L’Oréal, my expertise turned into the cornerstone of Divaaglam's success. Through us, people could access some of the best brands in the world online, without being cheated. Rather they got access to some of the best deals possible.
In the beauty industry, distinct categories like skincare, color cosmetics, hair care, and perfumes each hold a unique appeal. Perfumes, with their universal allure and gifting potential, comprise 60 per cent of sales, embodying both value and sentiment. Color cosmetics also witness a rapid turnover. Hair care is influenced by salon endorsements. So, building rapport within the industry fosters, and maintaining trust is the key to survive in the industry. An understanding of industry dynamics also unlocks abundant prospects for growth.
Brands like Jaguar, Bvlgari, Chopard, Guess, Mercedes and Armaf already command a loyal customer base and thus, they generate substantial business. Partnering with them ensures credibility and attracts customers organically. This strategic approach worked magically for Divaaglam. The margin may be
lower, but the consistent demand of well-known brands has guaranteed steady sales in this flourishing e-commerce segment.
One of the pivotal shifts witnessed in the industry was the rising popularity of foreign brands. Previously it was not the same. However, after the strategic marketing efforts targeting dermatologists and healthcare professionals, the scenario changed in India. Divaaglam played a pivotal role in this transformation. After Divaaglam’s widespread adoption of brands like L’Oréal, and others, the Indian beauty market started accepting foreign products.
Divaaglam's motto was to spread education on beauty. Their personalized service made them unique, in the market. Divaaglam’s beauty advisors were tasked with not only selling products but also educating consumers about skincare regimens tailored to their individual needs. This approach revolutionized the way consumers made purchasing decisions in the skincare industry.
At Divaaglam, we acknowledge the indispensable role played by customers, supporters, and suppliers. Their unwavering support and trust fueled Divaaglam's growth over the years.
The beauty industry landscape has evolved from overseas travel for purchases, to the convenience of local malls and stores like Sephora and Nykaa. Divaaglam is now entering the fray, offering competitive pricing. Divaaglam's arrival in stores will make beauty more accessible to consumers.
In this ever-evolving industry where change is the only constant, Divaaglam continues to innovate and adapt, paving the way for a brighter, more beautiful future in the world of e-commerce.
The article has been authored by Divaaglam co-founder & MD Sudhir Masand.
