French Essence is eyeing 15-20% market share over next 5 years: Nidhi Gupta

Adgully has been turning the spotlight on the entrepreneurs who fought against all odds to bring their dreams to fruition in our special series – START-UP STARS. We at Adgully wholeheartedly support the ‘Vocal for Local’ movement and have been featuring numerous local/ homegrown businesses, brands, and Apps in the country launched in the last few years.

In an interaction with Adgully, Nidhi Gupta, Founder & CMO, French Essence, speaks about the growth and entrepreneurial journey of her venture, the startup ecosystem in India, tackling challenges, what budding entrepreneurs should do to set up a successful venture, and much more.

What inspired your startup’s founding, and what problem did you set out to solve?

French Essence is a flourishing fragrance and personal care brand founded in April 2021 in Delhi, India. Our goal for French Essence was to revolutionize the Indian fragrance market. We understood the need for high-quality perfumes at reasonable prices and set out in an attempt to fill that gap. We always intended to make expensive perfumes available to the Indian market without compromising on quality. French Essence was formed to provide a unique and affordable aromatic experience while breaking the norms of the industry. Since its beginning, our company has continuously achieved its ambition which has guided the company’s journey to become a game changer in the industry.

Could you provide an overview of your product or service and its unique features or benefits?

We specialise in an exclusive collection of deodorants, perfumes, and bath essentials that are precisely developed and supplied by renowned producers to ensure the highest quality standards. Our deodorant range includes appealing variants which include Intense, Bloom, Grace, and Triumph, while the perfume category includes well-known options like Oud and Intense. Also, the bath range includes best-sellers like cinnamon and orange which enhance the whole aromatic experience. We differentiate ourselves by importing scents directly from France, bringing luxury and sophistication into each product while keeping the costs affordable. Our commitment goes beyond price embracing superior quality. We focus on presenting a balance of luxury and affordability, which has become a go-to choice for people looking for premium perfumes that can improve their daily experiences.

How does your startup differentiate itself from competitors in the market?

Our startup distinguishes itself from the competition by maintaining a constant commitment to quality and innovation, establishing us as an influential participant in domestic as well as global markets. We focus more on providing products and services that not only meet our consumer demands but also exceed their expectations. Our continuous search for innovation allows us to keep ahead of industry trends, ensuring that our services are at the forefront of technical advancements. Moreover, our commitment to quality can be seen in all elements of our business, from product development to customer service. This dedication not only distinguishes us from our competition but also develops a strong and trustworthy position in the market. Finally, the focus we place on quality and innovation is the foundation of our competitive advantage in the modern business world.

What milestones has your company achieved so far, and what are your future growth plans?

We have achieved significant milestones, establishing a powerful presence in India with a dedicated sales staff of 350 specialists encompassing the entire country. Our products are widely available and recognised on popular e-commerce platforms such as Amazon, Nykaa, Flipkart, and Netmeds, reaching a diversified and extensive consumer base. Our future growth objectives are strong and effective, so we intend to expand our market share and establish ourselves as a serious competitor in the fragrance and personal care industries. We are committed to building a strong presence in both domestic and international markets, demonstrating our commitment to quality and innovation. With these goals in mind, we are prepared for further success and growth in the competitive market.

How has the startup evolved since its inception, and what challenges have you overcome?

Since our inception, we have grown from a startup to a strong powerhouse in the personal care sector. Our devotion to delivering great products resulted in quick expansion establishing it not just as a fragrance brand, but also as a market symbol of innovation and excellence. The major challenges for us have been in managing and enhancing consumer opinions in a market usually dominated by established perfumes. We have secured our position in the competitive landscape, by strong marketing strategies and constant innovation in product development. In addition, we showed great strength during the pandemic, initiating operations at the peak of the crisis and surviving in the post-pandemic era. This resilience demonstrates our adaptability and desire to overcome difficulties, providing our position as the leader in the personal care market.

How does your startup contribute to the industry or community you operate in?

We at French Essence believe that our startup is essential in establishing a more sustainable and diversified beauty industry. We help to remove the cost barriers to self-care by offering high-quality products at affordable prices. Our dedication to transparency and the removal of harmful chemicals not only enhances industry standards but also encourages healthier lifestyles for our customers. Apart from providing a good range of products, we actively participate in the community by promoting social responsibility through giving donations to charities and local initiatives. We believe in the transforming power of beauty, understanding that it can not only improve a person's appearance but also the everyday lives of entire communities. We aim to make a meaningful and long-lasting difference in the beauty industry as well as the communities we serve.

What problem does your startup solve?

We at French Essence address affordability without sacrificing safety or quality. Our startup provides alternatives to less expensive, chemical-based products that often raise concerns about their potential harm to consumers, effectively resolving a common issue within the industry. We understand the significance of trust in the consumer-beauty industry relationship, and that is why our startup helps to offer high-quality products at affordable rates. By doing this, we not only respond to the growing concern regarding the impact of harmful chemicals but also make self-care accessible to a broader audience. French Essence is dedicated to revolutionising beauty standards by making sure that everyone has access to luxury products without going beyond budget or sacrificing their well-being.

How much funding has the company raised, and from which investors?

French Essence is a completely self-financed company that achieved major milestones without the help of external funding. Our success can be linked to its financial management strategy, independence, and resiliency. Interestingly, we have stayed away from seeking outside funding, reflecting a strong dedication to natural growth and complete independence over our business process. Due to our distinctive strategy, we stand apart from the crowded field of developing perfume brands. We have been successful in overcoming the industry’s challenges by depending on our internal resources and strategic decision-making. Our status as a symbol of careful spending and entrepreneurial endurance is strengthened by our decision to continue being self-financed, which indicates faith in our business plan.

Who are your target customers, and how are you acquiring them?

We intentionally target an extensive number of customers, focusing mainly on people aged between 18 and 35 years. Our products have been designed to be appealing to all genders with a broad range of smells and personal care items. We focus on grabbing the attention of visitors and the youth market, recognizing their preference for premium perfumes and bath products. Also, we use smart marketing efforts across multiple media to increase awareness and appeal to the proficient in technology. The essential components of our acquisition plan include collaborations with influencers, major e-commerce platforms, and engaging social media content. By merging a compelling brand image with effective digital and influencer marketing, we ensure a strong connection with our target customers, encouraging brand loyalty and long-term success.

What are the major challenges the company faces currently?

The fragrance market is a highly competitive market, where we face major challenges characterised by the ongoing search for the highest-quality products at the most accessible costs. To solve this issue, we are using strong marketing methods to properly express our products’ superior value. At the same time, product development innovation is essential for ensuring that our offerings not only meet the customer demand but also exceed their expectations. By addressing these problems directly, we aim to figure out a market position for ourselves by offering high-quality perfumes at prices that are affordable to our customers, which will give us a competitive advantage in this hectic business world.

What is the background and expertise of the founding team?

I am Nidhi Gupta, the Chief Marketing Officer (CMO) of French Essence, and my journey has led to the wheel of one of India's emerging perfume brand founders. My educational background, passion for fragrances, and commitment to family values have played a significant role in shaping my role at French Essence. I continued my schooling and completed my MBBS in Pune while concentrating on general medicine. My childhood sparked a lifelong fascination with the realm of perfumes, which grew throughout my academic career. After completing my medical degree, I decided to bring my passion for fragrances into my professional life. My love of fragrances, commitment to family values, and educational background all combine with my dedication to creating skin-friendly fragrances. This transition was not just a career change but a realization of lifelong passion.

What is the company’s growth plan and vision for the future?

Our growth strategy is multifaceted, focusing on the introduction of new scents and related products while continuously developing to line with the changing tastes of customers. We intend to broaden our scope by exploring new markets, both domestically and globally. Our decision to invest in marketing and environmental activities demonstrates our commitment to effectively communicate our beliefs and products to consumers. Strategic partnerships with retailers are important for expanding our product distribution and accessibility. Over the next five years, we have set a high objective of attaining a significant market share, aiming for 15-20%. This vision reflects our aim to be not only a major participant in the fragrance and personal care industries but also a global brand that offers innovative and superior products to a diverse and sophisticated consumer base.

How does the company measure success, and what are its key performance indicators (KPIs)?

As we are a new company, our success at French Essence is measured by using a variety of techniques. In the coming years, we plan to carefully focus on expanding our range of products, providing high-performance products, and maintaining superior quality at affordable rates. Sales growth, customer satisfaction measurements, and market expansion are all included in key performance indicators. To establish a loyal customer base, our goal is not only to satisfy but also to exceed our customer expectations and the response to our products has been moderate and optimistic so far. As we grow over the next several years, we want to make sure that our premium customer connects with French Essence for accessibility, affordability, and high quality.