Spirit W | India is an influential market: Garnier's Rupika Raman
Coming from the global bouquet of L’Oreal, hair and skin special brand Garnier has grown to become a ‘needs-no-introduction’ brand over the last few years.
While this sector rides high exclusivity and customer loyalty, brands entering this sector are consistently focusing on research and innovation as well.
Keeping this in line, pending about over half a decade in market research, brand management, marketing and sales at FMCG companies, Rupika Raman joined L'Oréal in the year 2008 as Marketing Manager and then went on to become the General Manager, Garnier, L’Oreal India.
Adgully caught up with Rupika Raman, General Manager, Garnier, L'Oréal India to know more the plan ahead, opportunities the brand is looking in the Indian market and other aspects.
Off lately Garnier has been quite active with multiple product launches in hair and skin care category. Recently, Garnier Fructis launched its new range – Triple Nutrition along with its first ever Ambassador Alia Bhatt. On asking how the products are strengthening the brand's portfolio, she said, “So, the recent product Triple Nutrition is a product specifically designed to give strength to hair. All our products have been developed in Indian labs so that they can go well and suite the Indian hair. The brand has good-bye damage shampoo by Garnier Fructis, long & strong for managing long hairs and now the third one will complete the overall portfolio”.
While currently, their main TG may be females, few years back, the brand also ventured into the men’s segment. Speaking about the specific TG and market place they are now looking at she said, “I think today young is been termed for the people from the age of 15 years -35 years. We will be targeting the same female TG and same profile for this product for which we were targeting for our other hair care products. We have a distribution system which goes quite deep now. We are very well present in Tier I & Tier II markets but now our products also reach out to smaller markets. Looking at the need, demands and challenges of smaller markets we have sachets, bottle and products available in different packaging consumed by our consumers.”
Today, if we look at Indian and International markets, both are evolving rapidly as far as cosmetic industry is concerned. Sharing her viewpoint Raman said, "In terms of industry evolution I feel, consumers are becoming much more aware, knowing hair and skin need in much more better way, and therefore marketers like us are able to deliver the right product to them and are able to solve their specific problems. It’s becoming more convenient with the help of new and different innovative mediums and formats available today.”
Sharing her thoughts on what gives their brand an edge over competition, she said, “I have been with the company for about six years now. L’oreal has an entrepreneurial culture which is something great about being here; you can make your business plan and execute it. As an organisation I feel, we contribute our work by having an ability to listen to our consumers and decode what they are trying to say and then translate it in a product brief, a product that we offer.”
Garnier has strong market in China, Japan, Asia and India. Speaking about how the brand looking at exploring more opportunities in the Indian market, Raman said, “India is an important market for L’oreal, though the group is always looking to acquire more consumers here but actually to be very true most of our consumers are from India. India is the priority market hence we got our own R & D (research & development) set up in India a couple of years ago. Not only that but there’s also a product development team based out of India.”
On the USP of the brand, she said, “I feel that our brand is consistent and offers product which help consumers to upgrade their habits. We always offer superior products at affordable prices. It’s a vibrant and youthful brand which appeals to young Indians of today. And the most important is that we use natural ingredients and best of science in our products.”
Garnier products are picking up well in the market, and won product of the year award too. When asked about products which are doing well for the brand and the plan ahead, she shared, “We just launched black naturals hair color in accessible price, which is doing well. Acno-fight face wash for men is product which is doing well for Indian Men. And we are hoping that our other products will also be growing with the time. As of now there are certain announcements been planned, which will be announced soon." [By Ranjana Gupta|Twitter: @RGrightsreserve]