Ad Land’s Young Guns: Mihir Jain, Sales & Marketing Director, Insight Cosmetics

Mihir Jain is Sales and Marketing Director of Insight Cosmetics, a company started by his father Dinesh Jain as colour cosmetics manufacturing company in 1986. Having joined the company in 2016, Mihir Jain has been leading the operations in sales, Finance and Online division since 2017.

Under Mihir’s leadership, the company has managed to expand its business to multiple online platforms and has launched its own website. Under his leadership, the company’s online division has seen a growth of 40% every quarter. He also introduced routine creative brainstorming about products, customer experience and safety in the company. 

What particular skill sets do you think you bring to the table?

As a young MBA from SP Jain University, I came with new ideas and a new view on marketing. Insight Cosmetics was initially available only on retail counters across the country and the availability was limited. I came to Insight Cosmetics with a mindset to reach every consumer across India, regardless of the brand’s retail presence in the city. I joined Insight cosmetics with a vision to take the brand online and getting the brand onto the digital market space. Simultaneously, I focused on the product design and the packaging design when we launched any new product, especially on the digital platforms. The write-ups, the sneak peeks, the packaging, the countertop units, the font – I focused on all the aspects before every new product launch. 

How did you join your current organisation?

I initially planned to go the US to do my masters, but then I realised that the cosmetics market in India is entering a phase of evolution. I was interested in the marketing of cosmetics since the start. And I thought this was the perfect opportunity for me to bridge the gap between Insight Cosmetics marketing and digital presence. I wanted to take the company into the digital phase with a new look, design, and packaging. Having majored in finance, cost control was very important. I could ensure the new look of Insight Cosmetics did not affect its price nor quality. 

Icons in this field you look up to and how they have influenced you and your work?

Ray Kroc, CEO of McDonald’s. The way he visualised the marketing and placement of McDonald’s is something even the founders could not envision. The way he grew the company into a global brand beyond just burgers shows that you do not need to have a unique product, but it is essential to scale at a fast pace so the world can see and experience your product. 

What are the five most productive things that you do in your everyday routine?

1. Wake up early and exercise daily to keep myself healthy and fit. My schedule keeps me busy, so I ensure I make time for a quick exercise routine at the start of my day.
2. Prioritise my work so I get important and difficult meetings done in the first half of my workday.
3. Write my goals to achieve my daily, weekly, monthly goals. Writing them out helps me visually see what I have achieved and still need to work on.
4. I take time out for self-care and brainstorm on new ideas, concepts, and ways to expand and reach new target markets. I achieve this by taking, what I call, a “think week”, a week off twice a year month just to step aside and see the bigger picture and how I can help Insight Cosmetics achieve that.
5. Read many books on various topics, which helps me stay updated with current trends and allows me to learn from the trendsetters of the past. 

Do you think a career in this field is a viable one in the long term?

The Indian cosmetics industry has a lot of scope for growth. It is one of the fastest-growing industries globally, which has just started to pick up pace in India in recent times. With the multiple IPO applications in the cosmetic sector, the industry will soon see a massive change in how it works. However, I want to add that only the companies that adapt to changing trends and mindsets will survive and succeed in the longer run. 

What does it take to succeed in a career?

It is too early in my journey to advise someone else on their career. It’s been just four years since I took up this role as Sales and Marketing Director for Insight cosmetics. However, if there was one suggestion I would give newcomers, it would be to be as persistent as possible. It is one of the biggest lessons that I have learnt from my father and my idol. When you have a business, you know something new every day, a new issue to solve, a unique solution, a new trend. The key is to stay persistent at your end goal. 

What would be your advice to youngsters planning to enter this industry?

Personally, I feel anyone who enters the cosmetic industry should have in-depth knowledge about the product. The research done behind it, the ingredients used, why specific components work better together. They also need to be open to changing and evolving as the trends in the industry change. The cosmetic industry is growing fast in India, and if anyone wants to succeed in this industry, they must evolve with the times. Youngsters should take the risk and do something out of the box. The landscape of the cosmetics industry has changed drastically. They should make the most of that and show their abilities to the fullest. Lastly, it is essential to bring your visions to life. Simply thinking of solutions is not crucial; implementing them and bringing them to life is more important. 

Where do you see yourself in five years?

I see myself starting a new skincare centric brand, a sister brand for Insight Cosmetics. Simultaneously, I would like to bring Insight Cosmetics to an automated system to grow at the same pace without my active involvement personally. I would like to focus on fundraising and sales while the system and processes carry on daily operations. In my early 30’s, I would like to invest in few sound companies with strong foundation and brands I believe in as an angel investor, expanding my knowledge and sharing all that I have learnt through my experiences.