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In the latest episode of D2C Revolution, the Co-founder of WOW Skin Science, Manish Chowdhary, kickstarted the conversation by unveiling the blueprint to achieving the Rs 1000 target by FY26. “You need your co-brand to do well for the umbrella brands to fire along with it. Can say to keep it simple and that’s our interim target of the year.”
Speaking of how the business is doing globally, the Co-founder said, “A lot of people think it's the Indian diaspora buying the products in America, but that's not the case. It's the American consumers buying too. Our branding and packaging has a very international touch and feel.”
Other than this, the consumer trends are more or less similar when it comes to the two geographies.
Today, tier two and tier three cities are also conscious of their personal well-being and hence, the demand is high in these locations too. Chowdhary explained, “We are a brand that caters to 28000 pin codes and some of them are tier two and three cities. These consumers have fewer options for brands which can be bought online. Hence, they have much more loyalty due to limited options.”
Speaking of the brand’s media mix, the founder unveiled they are just about to increase their ATL budgets but are still predominantly very large on online spends. He said, “Remember we have a large offline business too which requires a different medium of advertising, which is ATL.”
Brands have been leveraging the festive, World Cup and election season in India. Chowdhary believes that such peak seasons give a boost but personal care as a category is not driven by momentary events because once consumers like the product, they keep buying it all around the year. “Though the festive season will give a jump, we are relying purely on e-commerce for growth this year,” he said.
In some marketplaces, WOW Skin Science experienced a three to five-fold growth during the festive season.
An entrepreneurial tip that Chowdhary wishes he had known when younger is to ‘Fail fast, fix fast and learn fast’. He concluded, “Without failing you won't reach where you want to”.