The Clean Beauty Curator From being a largely skincare-driven brand Plum is now growing in all 5 categories - that is skin, hair, body, makeup and men's care

By Punita Sabharwal

You're reading Entrepreneur India, an international franchise of Entrepreneur Media.

Plum
Shankar Prasad, founder and CEO, Plum

Shankar Prasad started in 2014 with a clean slate, and a consumer profile in mind. "Indian consumers at that time (and even today to a great extent) lack a science-driven approach to natural beauty, and that's what Plum is all about - delightful goodness crafted out of nature's best and "good science". Once this basic construct was in place, everything else fit in almost automatically - the brand language, visual depiction, product range, copy etc. From there on, it's been a slow and steady journey of working with our core base of consumers and addressing their evolving needs - it's now 8 years since our first product launched, but the basics haven't changed at all, admits Shankar Prasad, Founder & CEO, Plum.

Initially, it was only their website which was their window into the consumer world. Working directly with consumers gave them strong insights into their preferences, which moulded their way of thinking. Online marketplaces came next and then physical distribution.

Talking about the market size, Prasad says, "The total size of the beauty and personal care market in India is upwards of US$ 25 billion and growing at healthy double digits. The online share is less than 10% today but it growing faster than the overall market. Categories like toners, mists, serums and sunscreens were really small then, but are now a large part of the market."

From being a largely skincare-driven brand Plum is now growing in all 5 categories - that is skin, hair, body, makeup and men's care. In the last two years, they have almost doubled the product range. Talking about further expansion, Prasda says, "Channel-wise we would like to widen our digital funnel to bring in even more new-to-brand users, while on the retail side we will continue to expand through multi-brand as well as exclusive outlets."

FACTSHEET:

Best seller: Green Tea Night Gel

Total SKUs: 165

Team size: 185

Repeat customer ratio: 40%

Online platform resulting in maximum revenue: Own website

Turnover for FY 2021-22: 175cr

Split between offline and online sales: 40 offline, 60 online

Punita Sabharwal

Entrepreneur Staff

Deputy Editor, Entrepreneur India Magazine

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Related Topics

Business News

IKEA Price Increases Are Going Viral — Here's How Much Your Favorite Couch Costs Now: 'Inflation Is Crazy'

A video with a customer complaining about "inflation" and "corporate greed" has racked up over 1.3 million views on TikTok.

Business News

Elon Musk Sues ChatGPT-Maker OpenAI, Accuses the Company of Working to 'Maximize Profits For Microsoft, Rather Than For the Benefit of Humanity'

Musk claims that OpenAI's partnership with Microsoft threatens its original mission as outlined in a founder's agreement.

Business News

HP Wants You to 'Never Own A Printer Again,' Launches Rental Subscription

In February, HP's CEO Enrique Lores stated that making printing a subscription service was the company's "long-term objective."

Business News

Jeff Bezos, Microsoft, and Nvidia All Decided To Invest in a $2.6 Billion Humanoid Robot Startup

Robotics startup Figure AI wants to help industries "where labor shortages are the most severe."

Business News

'I Chickened Out': Barbara Corcoran Shares an Early Real Estate Regret — And How You Can Avoid the Same Mistake

The "Shark Tank" star spoke about real estate at Forbes' "Women & Wealth" series.

Marketing

Traditional Ads Are Annoying — These 4 Megatrends Will Change Marketing in 2024

These four major marketing trends are set to explode this year.