Spirit W | Driving growth, organically: BKBP's Samantha Kochhar

Established in 1992, Blossom Kochhar Group of Companies was started by Dr. Blossom Kochhar, Founder and Chairperson of the company. She contributed to the beauty industry by reinstating the culture of ‘Aromatherapy’ in India. Beauty Products (BKBP) is today a name synonymous with all that is green and natural. The company is one of the leading manufacturer of aromatherapy oils and cosmetics under the ‘BLOSSOM KOCHAR AROMA MAGIC’ and its product range includes skin, hair, bath & body care, essential products and professional products.

Speaking to Adgully, Samantha Kochhar, managing director, BKBP says, “Our products are based on green science and all natural, they are free from paraben, alcohol, artificial fragrance and colouring. It is  a holistic approach to beauty and inner healing through the harmony of mind, body & soul that brings together the science and art of Aromatherapy and Terratherapy to create a pure product composed of 35% concentrates of essential oils and organic extracts. This blend created products of immeasurable potency, and that’s why we vouch for their ability to create effective, measurable and noticeable results.”

The idea of BKBP took root about three decades ago when the MD’s mother was looking for beauty solutions that had the same green, natural, life-giving philosophy that she grew up with. Initially her mother, Dr. Blossom Kochhar used to make aromatherapy products for family and friends. The idea of a company to manufacture and market to the consumers took root later on.
The company has grown exceptionally well over the last two decades. It has a growing family of satisfied customers and the products are distributed through 200 distributors reaching out to  retailers in 120 towns and cities. For its professional range of products, the PRO Range, Blossom Kochhar Aroma Magic services more than 10,000 beauty parlours and salons. The target audience varies from product to product. While the company focuses on the domestic market, with the economy opening up, there is great potential for exploring international markets as well. Some of the products are already sold in Asian markets and BKBP plans to expand its export footprint in the future.  Says Ms Kochhar, “Over the last two decades, our products have evoked the trust that its produces honest and tangible results, prompting consumers to buy.”

To address the evolving needs, new market positioning and corporate philosophy, BKBP has recently unveiled a new corporate identity. The rebranding will be rolled out across the entire product portfolio over the next 18 months. Says Kochhar,“The objective of the redesigned logo is to connote the brand’s warmth and expertise. It imbues Aroma Magic with the enhanced formulations. It reflects the changing expectations and aspirations of today’s contemporary Indian population. The brand focuses on consumer needs and offers reliable beauty solutions based on Green Science: a rare synergy of aromatherapy and terratherapy.  The new tagline “Earth to Bottle” signifies the corporate philosophy and the new enhanced formulations used in the products. It brings forth the core belief of offering products that produce honest, reliable and measurable results. The company has started a communication campaign to advertise our new logo and branding across print media.”

The new brand identity it is hoped will help the company further consolidate its position in the Indian cosmetic industry which is worth over Rs 37,650 crores and expected to grow at the rate of over 10% annually. The industry comprises of  skin care, hair care, colour cosmetics, fragrances and oral care segments. The favourable demographics and tremendous annual growth rate is also attracting premium global cosmetic brands. There are multiple players in each category ranging from MNCs to Indian brands.

Adds Kochhar, “Healthy competition exists in the market due to the presence of a large number of domestic players, and there is a huge surge in the number of established foreign brands entering the Indian market to tap the immense growth potential. Moreover, the changing trends of cosmetics usage due to increase in disposable income and changing lifestyles among Indians comes as a big challenge with cosmetics competing with other segments of products for shelf space in chemist as well as retail outlets.”

The word-of-mouth plays a big role in this industry. . Therefore, brand loyalty and customer satisfaction are areas where companies need to concentrate to generate sales of their product, as personal care items involve extensive buying decisions.

As for their future growth strategy, Ms Kochhar says, ‘We will continue to launch products in line with our company’s ‘Earth to Bottle’ corporate philosophy in various categories. We look at organic growth as well as growth from newer markets which we are likely to enter.”

The new corporate identity logo presents the company as modern and evolving, reflects the strength and direction of its brand portfolio, and underscores its commitment to sustainability and focus on natural products, she concludes.