In a huge country like India, where people, language, and taste change at every intersection. It is a place where reaching out to people and making them understand their beauty and physical wellness is still a tough deal. How does a cosmeceutical brand find it to reach among the masses and talk about its varied products? Shaily Mehrotra, CEO & Founder of Fixderma India Pvt Ltd talking with MI.
Fixderma India offers a premium range of dermatologist-approved skin-care and hair-care products. Currently, the company exports to more than 35 countries having a state-of-the-art manufacturing unit spread over 55,000 square feet in Neemrana, Rajasthan. Shaily Talks about the growth of the beauty industry, while marking a line on their expansion plans.
Q) How is the dermaceutical beauty space growing in India?
Shaily: The skincare space is growing exponentially over the past few years. As per the data, the space has seen 25% growth YoY. There are multiple reasons for that, including social media awareness. Covid can also be assumed as a blessing for the industry. It is because people were stuck at home, ending up reading and maintaining skincare routines and wellness. This was also the time, when the use of cell phones and television surged, resulting in huge awareness among the mass about their physical wellness and skincare routines. I think the industry will continue to see such growth in the next 10 years.
Q) Is there confusion in terms of understanding the use and results of these cosmeceutical products? How are you making them aware?
Shaily: Yes, there is a lot of confusion in the market. It is because of innumerable brands present in the market. Due to this, there are many of information and misinformation. Everybody is trying to sell their product, but not matching the quality marks. Having said that, there’s been awareness in the market around this time. People are more aware now by using the internet and reading ingredients and all.
We as a derma prescribed brand, with our social media, are always trying our best to keep people informed. We try to give more information about the ingredients, uses, and effectiveness of the product on the skin.
Q) Tell us about your associations with Lotus Herbals.
Shaily: Lotus Herbals came as a strategic partner. This associate certainly gives us more edge in terms of visibility because they are a much bigger brand. We can also gain from their experiences as they have been in the market for the last 25+ years. They know the market very well and this is definitely going to help us.
Q) What kind of growth are you expecting?
Shaily: Fortunately, we had almost 80% growth last year. Our exports have done well last year in spite of Covid restriction to many countries. This year as the restrictions are easing out, we are hoping for almost 200% growth.
Q) What kind of changes have you witnessed in the industry post-pandemic?
Shaily: Indian market size is huge for the skincare segment. Still, there is no proper awareness in some areas. In some Tier 2 and 3 cities, people have some hitch in using skincare and cosmetics products. They still believe it not to be good for the skin. But, we can see changes coming among people gradually. People are now realizing that looking good is not a bad option. There is awareness. They are now understanding that keeping your skin healthy should be a part of your daily routine. At Fixderma, we always propagate to keep your skin healthy. We don’t make you pretty or fairer but help you to get healthy skin.
Q) Tell us about your campaigns and endorsements?
Shaily: We did a campaign with Boman Irani for our product Nigrifix. The theme was meant to bring awareness to Acanthosis nigricans, which causes dark patches on elbows, neck, or knees. The product is already on the market. Other products are sunscreen and skin whitening scream for which we have collaborated with Vaani Kapoor. She resonates well with the brand.
Q) How is your reach in Tier 2 and 3 cities?
Shaily: Currently, Fixderma is present in Punjab, Delhi NCR, and the northern part of UP, Gujarat, Rajasthan, and Maharastra. We will be expanding to Karnataka, Tamil Nadu, Kerala, and Goa. Actually, we are taking little steps at a time.
Q) Are there any plans for an offline store?
Shaily: We won’t go for an offline store. We are a derma prescribed brand, and we have been selling in the market for the last 13+ years in India. We are available in all the pharmacies.
Q) What are your expansion plans?
Shaily: We are planning to expand pan India. We are heavily present online having our presence in all marketplaces. We are adding more teams because we want to expand our geography. So we are gradually growing and expanding.