New Delhi, Sep 11 (IANS) Direct-selling cosmetics company Mary Kay has launched a beauty care centre in New Delhi to make business easy for their consultants and give a touch-and-feel platform to their customers.
This US-based company entered the Indian market in 2007 and since then has created a niche in the Rs.25,800-crore cosmetics industry in India. The centre was opened in Connaught Place recently.
According to Hina Nagarajan, country manager of Mary Kay India, more players are coming in the direct-selling marketing business and it will be a booming industry in future.
“We are witnessing a growth of around 20-25 percent every year and it is definitely a growing market,” she said.
Mary Kay consultants and products are available in 150 cities and they have around 4,000 female consultants across India.
Normally in all direct-selling industries, business is done from home at one’s convenience, but looking at consumer behaviour, the cosmetic company decided to open beauty centres to give a physical space to the name.
“Indians are very touch-and-feel oriented. So unless they see and feel the product, they won’t buy it. As our products are not available in the market, it was very important for us to give that experience to our consumers,” said Nagarajan.
“Apart from this, physical space also adds a lot to a company’s credibility,” she added.
Nagarajan, however, feels that there are no guidelines for direct-selling in India, hence consumers get skeptical before trying or buying from any of the players.
“We are hoping that some guidelines are laid soon to give the consumers a better picture of the authentic and best direct-sales companies in India. This move will help this market grow enormously,” she said.
Mary Kay also launched its Lotus and Bamboo Indulgent bath bar, especially for the Indian market. A pack of three soaps is priced at Rs.150.
“We observed that 87 percent Indians still use soap and the market for shower gels is still very niche. So looking at the scenario we launched the soaps,” said Nagarajan.
Apart from this, the company also launched its festive-range product set starting from pedicure set to Eye Glimmer and Skyline Liquid Eyeliner – a limited edition range.
Source: 2010 Sindh Today News, Sept. 11, 2010
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