“Tier-II cities are leading our online marketplaces sales”: Ekiti Singhal, Vega


Be it, Sonam Kapoor, earlier, or Ananya Panday now, beauty and private care appliances brand Vega has been using Bollywood star power for its ads for quite it slow now. The sweetness and private care segment has transitioned from an unorganized to an organized one. “There has been a large paradigm shift within the way beauty is perceived today, and what it absolutely was when the brand was launched 20 years back.

Our understanding of the market intelligence and a powerful product foothold sets us apart,” Ekiti Singhal, CMO, Vega. The brand aims to make a particular reasonably persona and simplify grooming for Indian households. Singhal believes that associations with Panday and cricketer Rohit Sharma will enable the brand to try and do that.

The last three years have seen a shift in Vega’s marketing spending, because it has now transitioned towards digital. The brand also enjoys a robust retail presence – it currently has about 40,000 retailers. However, Singhal believes that being available on major beauty e-commerce platforms, like Nykaa, Purplle, Trell, etc., is additionally important for the brand. “The idea is to capture the buyer across of these touchpoints. We are currently focusing, 50 percent each, on both these channels.

Within the beauty category, lots of searches happen on e-commerce marketplaces before the ultimate conversion. So, we are attempting to finish the complete funnel of selling by being present on all major online marketplaces,” she mentions. As far because the online market is worried, plenty of consumers from Tier-II cities are purchasing Vega products. During COVID, the brand saw sales from metros and Tier-II cities becoming equal. 

Tier-II cities are the leading ground for the brand for its online marketplace sales. The category is cluttered with many international players, like Philips, Dyson, and Nova, to call some. Singhal shares that what sets Vega other than these brands, is its constant concentrate on DIY (do it yourself) as an idea within the grooming and sweetness space, beyond just conventional features and products. The brand has also been using lifestyle and wonder influencers across its social media platforms.

 As per Singhal, 86 percent of individuals, especially Gen Z, are receptive receiving information about specific products and types on social platforms. “Influencers and social platforms go hand in hand. Going forward, we are going to involve many tech influencers, as well. Currently, we’ve travel, lifestyle, and fashion influencers.

Next year goes to be about tech and being abreast with the newest technology.” Sharing some dominating trends in India’s grooming and styling industry, Singhal says that customers nowadays want to possess quite one operational device or appliance. “In the sweetness space, only 33 percent of the consumers are loyal to 1 brand and therefore the rest is all the chance that exists. So, the thought is to innovate and catch up fast with the requirements and requirements of the consumers.”

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