MCaffeine partners with Archies to reach new audiences

Personal care brand MCaffeine has joined forces with gifting business Archies to reach new customers across India. Archies will use its network of greeting card and gift stores across India to bring MCaffeine’s products to new audiences and introduce the brand to the gifting segment of the market.

“This collaboration will enable us to showcase our products to a wider audience and offer them a unique gifting experience,” said MCaffeine’s founder and CEO Tarun Sharma, India Retailing reported. “We believe that our high-quality, gender-neutral products, combined with Archies’ artistic flair, will create a winning proposition for consumers.”
 
Archies has a brick-and-mortar presence in 15 Indian states and operates 325 stores. Adding MCaffeine products to its stores will also enable Archies to expand its product offering. 

“The collaboration will bring together our expertise in curating thoughtful gifts with MCaffeine’s premium and widely acclaimed products,” said Archies’ executive director Varun Moolchandani about the partnership. “We are confident that this partnership will resonate with our customers and provide them with innovative and appealing gifting options.”
 
MCaffeine also recently launched a range of natural toned lipsticks, the brand announced on Facebook. The ‘Cocoa Kiss Creamy Matte Lipstick’ range is infused with cocoa butter, caffeine, and Vitamin E and retails at Rs 499. The brand is also running an advertising campaign with Bollywood celebrity Alia Bhatt. 
 
MCaffeine launched in 2016 as a personal care brand specialising in products made from coffee. The brand has since expanded its product selection to include a green tea range. Mcaffeine is present in approximately 25,000 stores and its most popular area of India in terms of market penetration is the West of the country.