Natural beauty brand Indus Valley Cosmetics plans to invest Rs 40 crore in marketing and research to tailor its skincare and haircare products to the needs of its customers and reach more Gen Z and millennial shoppers across India and beyond.
“We have an ambitious roadmap tailored for the Indian markets, especially focusing on our flagship products, which have garnered immense success globally,” said Indus Valley’s founder and CEO Shyam S Arya in a press release. “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.”
The investment will be used to increase brand equity and visibility through nationwide advertising and awareness campaigns to spotlight its signature ‘Organic Gel Hair Colour’ product. The business will also collaborate with local influencers to expand its presence in South India. Indus Valley will also use the investment to innovate new beauty solutions which are tailored to Indian needs.
The business aims to contribute to the government’s ‘Make in India’ initiative through its domestic production. Indus Valley ships on average 10,000 units each day and has a customer retention rate of 45%, according to the business.
“Additionally, we’re allocating additional resources to develop safe and effective formulations and educate people about their advantages,” said Arya. “Enhancing our supply chain efficiency is also a priority, ensuring our products reach customers within a mere two working days.”
Indus Valley retails in more than 25 countries worldwide. The business runs production units in Himachal Pradesh and Faridabad and retails over 280 products at present.
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