Jovees is planning a huge marketing push with over Rs 60 cr in next 2 years: Rakhi Ahuja

Established in September 2004, natural and herbal skincare beauty brand, Jovees, has built up a strong market presence – both on all major e-commerce platforms and in more than 50,000 stores. The brand has also extended its reach in international market and is currently present in Sri Lanka, Malaysia, Bangladesh, the Middle East and other countries.

Jovees recently rolled out its brand campaign with actress Parineeti Chopra as the brand ambassador. Apart from television, the campaign will be present on OTT, digital, print and outdoor. Through this campaign, Jovees is aiming to increase its retail presence by 3X and also its marketing budget by 4X. It aims to offer the highest quality products and services to its customers and reach more consumers.

Known for its emphasis on a good skin care routine and freshness, Jovees crossed the Rs 100-crore mark three years ago. In the past it has collaborated with actress Karishma Tanna and launched its campaign ‘Face Ka Workout’.

In conversation with Adgully, Rakhi Ahuja, CEO, Jovees Herbal, speaks about onboarding Parineeti Chopra as the brand ambassador, the festive season plans, an aggressive marketing push in the next two years and more.

What is the concept behind the latest campaign launched by Jovees?

With this collaboration, we aim to provide our customers with the highest quality products and services. We are planning to increase the marketing budget by 4X. This increase will allow the company to reach a wider audience through TV and other advertising channels. Parineeti Chopra has been chosen to help us to achieve this goal and we are confident that she’s a great asset to the brand. We are aiming to increase our retail presence by 3X with the help of this campaign.

Why was Parineeti Chopra taken as the brand ambassador for the campaign? How does her image resonate with the brand’s personality?

Parineeti was our natural choice as the brand ambassador for Jovees Herbal for two reasons. Firstly, her personality resonates with the brand – she is lively, chirpy, optimistic and stands her ground for her beliefs. Her love for marine animals aligns with the cruelty free nature of the brand. Also, she is transparent when it comes to her personality and that clicks with the brand as we at Jovees Herbal also believe in providing all the information possible with any existing or potential customer(s).

Secondly, there’s no denying that she is very well known all across India and we wanted such a personality to help us take our brand building forward.

Her natural beauty and fresh face make her the perfect choice to represent Jovees Herbal’s commitment to providing only the best to its customers. She has always been an advocate of natural and herbal products. With her strong following and influence, we are confident that she will help us reach a wider audience and strengthen our position as a leading player in the herbal skin and haircare market.

How do you plan to promote the campaign?

We are promoting the campaign across numerous platforms pan-India, including TV, Digital, OTT and Print Media.

What are the current ad and marketing spends of Jovees?

Our marketing budget for FY 22-23 is around Rs 20 crore as now we have Parineeti Chopra as our brand ambassador. We are excited to share with our customers the interesting content that has been created with her. We firmly believe in allocating 70 % of our budgets on amplifying the content on various media platforms as there is no point in creating the content if it’s not reaching the maximum number of people. Over the next 3 years, the brand is looking to spend about Rs 75 crore on marketing as we have exciting plans for the future, both in terms of product range and marketing.

What are the expectations out of the campaign?

Jovees Herbal is available on various leading e-commerce platforms and in over 35,000+ store outlets. This campaign will allow the brand to reach a larger online and offline audience. The company also intends to further expand its presence in the international market. The brand is currently present in Sri Lanka, Middle East, France, Malaysia, Mauritius, and other countries.

How did the brand fare during the pandemic period?

We are primarily an offline retail brand and the two years of the pandemic were certainly difficult for us. However, it also gave us an opportunity to scale up our e-commerce strategy and we are now available across all top platforms.

What are the offers by Jovees during this festive season? What are your festive marketing plans?

We offer festive offers as per market feedback, which includes promotions, free products on certain purchases and certain gift items depending on the market.

We are in the midst of our campaign and we have a 360-degree campaign, which includes TV, Outdoor, Digital Marketing, OTT platforms and Social Media.

What are the expansion plans of Jovees?

In the next 5 years we look to be the most preferred brand in our category. We are looking to increase our store footprint by 4X and grow our e-commerce business 5X. We are coming out with a huge marketing campaign with a spend of over Rs 60+ crore over the next 2 years.

We crossed the Rs 100-crore mark 3 years ago and sell our products not only in India but also Sri Lanka, Qatar, Malaysia, Dubai, Mauritius, France and Czech Republic. Today, we have a wide range of more than 150 products for skin, hair, and body care.

How have consumer behaviour and attitudes changed in the beauty product sector over the years?

Rising disposable income has assisted the growth of India’s beauty and personal care industry in recent years, along with a growing expectation to look beautiful among Indian customers.

The key factor driving the Indian beauty and personal care market is the growing focus among individuals on personal hygiene and skin health. Product demand is being fuelled across the country by an increasing female workforce, rising fashion trends, and the popularity of social media outlets.

The Indian beauty and personal care industry attained a value of Rs 54,558 crore in 2020, owing to increased spending on personal care products. The market is estimated to increase at a CAGR of 6.5% during the forecast period of 2022-2027, aided by the increasing penetration of a diverse range of brands and the growing popularity of herbal products.