Building a business is a marathon, not a sprint: Priyanka Gill, Good Glamm
As part of the e4m D2C Revolution series, we spoke to the Co-founder of Good Glamm Group on brand building, acquisitions, aligning with celebrities and much more
In this episode of e4m D2C Revolution we have with us Priyanka Gill, Group Co-founder, Good Glamm Group. She spoke on the key to establishing a cohort of brands that cater to different audiences and many other aspects of the D2C industry.
Kickstarting with challenges, she said, “We recognise each brand, each platform, has to stand on its own. At that moment all the principles of brand building come into play like what is the brand voice, what does the brand stand for, the brand values, who is the brand addressing and more.”
When it comes to the aggressive acquisitions the Group makes, the executive shared there was a lot of thought that goes behind before acquiring any brand. The most important prerequisite is to see whether the founder’s thought aligns with the Good Glamm Group.
But, maintaining a seamless consumer experience across every brand and every channel is another challenge a brand GGC may face since they cater to a different audience with every sub-brand. On this, Gill shared that the secret to maintaining this lies in the uniformity of communication that is disseminated from every brand. While, the communication for MyGlamm may be diametrically different from Sirona but within the brand the same tone of voice, same communication is maintained. For each brand, the reason to exist and the reason to believe are very well-defined.
Dia Mirza recently invested in Baby Chakra. For the brand, being able to partner with celebrities who have a very engaging social media following, and to bring them in not just as a brand ambassador but a strategic partner is a strategy that has worked in the past, she said.
“From Manish Malhotra, to Shraddha Kapoor for MyGlamm to Twinkle Khanna for Tweak to even Dia Mirza now, all of them align beautifully with the brand ethos and believe in the brand values,” said Gill.
Coming to consumer behaviour shifts in the last year, Gill believes they are an ever-evolving set of folks. The most evident shift is the high-end luxury segment and the value segment working really well.
Secondly, there is a huge shift from tier one to tier two. Consumer demand is not huge just in metro cities, but in other parts too. This holds true for online D2C for GGC as well.
Thirdly, the consumer today knows what they want. They want value, they want something that looks interesting, and is long-lasting and the idea of personalisation is very important.
The Group’s ultimate goal was to always go public, according to Gill. “Being public-market ready means to see the other players around and learn from them. Especially with the general elections coming up, we are very excited to launch our IPO next year since the consumer activeness will be at its best.”
Gill also shared one tip she should have told herself as a young entrepreneur. “I wish I knew it’s a marathon and not a sprint. The hyper-enthusiasm you have as a young entrepreneur is very exhausting.”
She added, “Self-care is another aspect that is very important to take care of. Your physical health, social interactions and mental wellness, all three should be well-balanced. These help you to be a better team player, a better entrepreneur and a better leader.”
