Forest Essentials: Demystifying India’s Luxury Ayurveda Brand
商品編號：W28410
出版日期：2022/11/25
再版日期：
商品來源：
商品主題：Marketing; Sustainability
商品類型：Case (Pub Mat)
涵蓋議題：Luxury Marketing;Luxury Ayurveda;Welln;Beauty and Wellness Industry
難易度：5 - MBA/Postgraduate
內容長度：9 頁
地域：India
產業：Retail Trade
事件年度：2021
In December 2021, Forest Essentials opened its one hundredth store in India and a store in the United Kingdom; the Indian home-grown luxury Ayurveda brand had rapid expansion plans despite the obstacles it faced. Twenty-one years earlier, the company’s founder, liberal arts graduate Mira Kulkarni, converted the six-thousand-year-old science of Ayurveda into bottles and jars of luxurious skin-care and hair-care products, making Forest Essentials an aspirational luxury brand. Forest Essentials had grown to establish a robust presence in five categories—skin care, hair care, wellness, health, and makeup—while acquiring a large and loyal customer base in India. The company was meticulous about the quality of its ingredients and put great effort into sourcing high-quality ingredients from all over India; however, easy access to cheaper Ayurveda-based brands and the entry and availability of international wellness brands into the Indian market threatened Forest Essentials’ customer retention.
Kulkarni and her son, Samrath Bedi, needed to sustain the growth of Forest Essentials across digital and physical channels in India’s cluttered beauty and wellness market, with a price-sensitive customer base, while also growing the brand’s presence in cross-cultural markets overseas. Could they pursue growth in both marketspaces consistently? Should Kulkarni and Bedi focus on engaging with their existing and potential customers in India, or should they aim to establish their luxury brand in international markets?
教學手冊：Forest Essentials: Demystifying India’s Luxury Ayurveda Brand - Teaching Note
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