Mumbai: Indus Valley, a leader in ‘Organic and Natural beauty products’ for over five decades, aims to invest ₹40 crores towards marketing, and research. This investment underscores the company’s ambitious roadmap in India and signals a robust commitment to enhancing research and development (R&D) efforts, aligning with the esteemed 'Made in India' initiative. With a strong presence across major eCommerce platforms in India and a global reach spanning over 25 countries, this marks a pivotal moment in Indus Valley’s growth journey, with a focus on captivating GenZs and millennials.
Indus Valley has risen prominently, selling over 50 million products to date and gaining significant traction in Europe. Today, it proudly stands as a market leader in its category within the US market, particularly on Amazon. With a customer retention rate exceeding 45 per cent and continuing to rise, Indus Valley remains steadfast in its commitment to quality, efficacy, and customer satisfaction. Currently, the brand is shipping over 300,000 units monthly, averaging 10,000 units per day.
The investment strategy is twofold – the first would be to increase the brand equity and visibility through nationwide advertising and awareness campaigns, spotlighting its flagship product ‘Organic Gel Hair Colour’. The ground-breaking, organic gel hair colour is hydrogen-per-oxide free, PPD free and ammonia free and the brand wants to increase awareness about the effect of these chemicals on the scalp and skin. Already proving to be tough competition for industry giants, this product is set to revolutionize the market. The company will also emphasize its presence in South India through collaborations with influencers and vernacular advertising. It also aims to launch a tailored packaging for South Indian consumers that will further enhance brand resonance.
Secondly, a portion of the investment aims to fuel research and development (R&D) initiatives, in personal care & beauty products tailored to Indian needs and leveraging scientific insights. With a focus on customized formulations informed by age-old herbal formulations and preferences, Indus Valley will cater to the needs and preferences exclusively of Indian consumers. The investment in marketing and R&D synergizes perfectly to amplify the brand’s presence and drive innovation, ensuring that the products meet and exceed the evolving needs of the customers.
In response to the development, Indus Valley founder & CEO Shyam S Arya expressed, "We have an ambitious roadmap tailored for the Indian markets, especially focusing on our flagship products, which have garnered immense success globally. We're deeply committed to formulating hair care and skincare solutions tailored to Indian conditions, enriching the experience of our Indian customers. Our vision is to craft products that genuinely address concerns and promote awareness about the benefits of adopting organic hair and skincare routines. To expedite this process, we're expanding our R&D facility. Additionally, we're allocating additional resources to develop safe and effective formulations and educate people about their advantages. Enhancing our supply chain efficiency is also a priority, ensuring our products reach customers within a mere two working days."
With production units in Himachal Pradesh and Faridabad, Indus Valley offers a diverse product range including hair care, skin care, and more, featuring 280 plus SKUs across several categories.
