The clean beauty market is booming, and one of India’s foremost brands offering ayurvedic products, Kama Ayurveda, also offers products clinically tested for efficacy. Vivek Sahni, founder and chairman of Kama Ayurveda, talks about how he is taking the Indian philosophy globally, with stores in the UK, while also looking to expand in smaller cities domestically. Edited excerpts:
How much growth has your brand seen in recent years, given that demand for clean wellness products has boomed?
With increased education and awareness in today’s consumer, we have witnessed a change in their behaviour, which has resulted in a catalyst growth of the ayurvedic beauty industry. There has been a rise in natural and slow beauty that values sustainability, ethical sourcing, environmental friendliness, recycled packaging, clean formulas. A lot goes into formulating the right kind of products, not just pertaining to ingredients and contents but all of the above values that eventually lead to customer satisfaction, loyalty and trust. As a beauty brand that is just 20 years old, we, too, have learned the importance of an ecosystem that needs to be protected and maintained in order to keep making authentic and effective formulations. For instance, we only source Bhringraj, our key ingredient for the Bringadi range, after monsoon showers to ensure potency and quality of our formulations as per Dravyasangrahana.
Slow and natural beauty is a movement and a philosophy to help develop sustainable self-care practices grounded in nature, health and wellness as opposed to the fast-paced world of the beauty industry that sells immediate results and invasive options. With our efficacious products, we have a 70% repeat purchase.
You launched products in the past that claimed efficacy based on clinical research. What was the reasoning behind this? How has the response been, and are you expanding your product portfolio of such products?
Kama Ayurveda has been one of the first few ayurvedic beauty brands to test the efficacy of the products. Working closely with our R&D team, we adapt original formulations using modern technology to harness the potency of plant-based oils.
Developing an authentic ayurvedic formulation takes us about 2-3 years and we hope to keep expanding our product portfolio with such trials. With our strategic partnership with PUIG, we will be further strengthening the efficacy of our products.
All Kama products are plant-based and hence the development process is slow as there are testing requirements and clinical trials that we try and back our products with. We stick to the philosophy of using authentic ayurvedic formulations which are safe and effective.
The reason we have undertaken clinical trials for our products was to show how the classical ancient wisdom of ayurveda which created these products is completely relevant in the current modern world. These clinical trials help us convince the consumer of the results around the product.
Have you thought of expanding in the cosmetics segment?
Our focus remains to be skincare, haircare and wellness.
How is the response to your foray into the foreign market? Which countries are you selling in and which are on your horizon next?
We now have concession at Harrods, London, making our products available to global shoppers. The standalone store in Notting Hill has a carefully curated service menu that includes various traditional ayurvedic treatments.
Currently, our first trial is in the UK and we would like to take our own time to observe what the UK customer wants and how well the product works before stepping into any other market. I would definitely like to take authentic ayurveda to the world. With our partnership with PUIG, the main aim will be to step foot in as many countries as we can. At the moment, we have 63 of our own stores and 90 plus shop-in-shop across the country.
You have also opened beauty centres. What is the status of that?
We have two experience centres across prime locations in Delhi that offer a wide range of services. They are a first of a kind centres that have brought the science of healing one step closer combining ayurvedic consultations for beauty into physical treatments, for both men and women across all ages. We hope to take these centres across India.
What next for the brand in terms of product expansion and geographical/ channel reach?
We aim to continuously evolve our portfolio by launching new products and expanding the range. Our aim is to launch three-four products a year. In terms of geographical reach, we hope to establish a greater and wider footprint in tier 2 and 3 cities. Lastly, we’re looking at more strategic tie-ups with partner channels—both, brick and mortar and online. While re-purchasing works best to order online, I strongly feel that brick and mortar is very important for new customers and even repeat to try out the new product.
