Page 12 - HPIC-Magazine (Feb-2021)

Indian News

DIVERSIFICATION
Indya bullish on skincare segment

Women’s fashion brand Indya has robust lo- kitchen blends for skincare solutions,
forayed into the skincare segment gistics and they are now also ready to invest
and said it expects 15-20% of its marketing, in safe and result-driven products.
revenue to come from this category in and with “This has led to a gradual shift from
the next 18-24 months. our existing ayurvedic skincare to more specific,
2-bn strong ingredient-focussed clinical pro-
Indya, which is owned by High loyal cus- ducts. However, there is a dearth of
Street Essentials (HSE) that also tomer base, Indian brands that can help today’s
runs the FabAlley brand, will intro- we are aim- customers with their specific needs.
duce 39 SKUs (stock-keeping units) ing to grow this category swiftly,” There are either Ayurvedic brands
in the face care category with prices HSE co-founder, Ms. Tanvi Malik that are the frontrunners or luxury
ranging from Rs. 250 to Rs. 1,450. said. clinical brands that aren’t accessible
These products will be available on to the masses,” she said. Ms. Poddar
the brand’s website, exclusive brand The brand has partnered with a said the company identified the gap
stores, and online beauty marketpla- third-party firm to work on both for- here to bring a homegrown brand
ces like Nykaa, Purplle, and Myntra. mulations and production, HSE co- that understands a woman’s needs
founder Ms. Shivani Poddar said. She for proven scientific formulations and
“The $2.5-bn skincare market is noted that millennial Indian women her affinity to Indian skincare blends
one of the fastest-growing segments are now more aware and informed, that have been passed on from gene-
in India. By focusing our resources, and while they will always turn to rations.

‘NO PHIGHTING PLEASE’
Pune-based Brinton Pharma joins HUL-Sebamed

pH battle

A little-known Pune-based pharma ad, in a direct could have a major impact on the
firm, Brinton Pharmaceuticals, has reference to the skin,” said Mr. Rahul Darda, Chair-
sought to take advantage of the two FMCG giants man and Managing Director, Brinton
buzz created by the soap pH battle fighting over pH Pharmaceuticals.
between Sebamed India and Hindu- levels. It intends
stan Unilever (HUL) by launching a to send across The campaign builds on the
new advertisement campaign for its the message that Sebamed ad, which compared pH levels
Neobar moisturising soap on digital the pH level of of HULs’ beauty soap brands namely
platforms. soaps is not an Dove and Lux to detergent brand
aspect worth fighting for. Rin after which it was dragged to
The company’s #NoPHighting- court by HUL. The German firm has
Please campaign featuring young “The ingredients of the soap, its been asked to drop the comparison
children underlines that it is not the syndet base, whether it contains with Rin bar, but allowed to name
pH levels alone that matter in a soap other harmful chemicals, is what mat- Dove and Lux brands in its ads by
but also its ability to moisturise the ters. Considering just one aspect and Bombay High Court. On the issue of
skin which Neobar achieves through building a campaign over it sends pH scale appearing on the website
ingredients such as shea butter, half-baked information to the end of Sebamed, the court ruled that the
almond and olive oil etc. consumer. This is exactly why we words “safe” and “not safe” should
decided to launch this campaign and be substituted with the words
The campaign talks about how educate the consumer, so she can “ideal” and “not ideal” respec-
‘F’ has been replaced with ‘pH’ in their take a more informed call on what tively.
12 Home, Personal & Institutional Care India February 2021