Nykaa: Growth Challenges in India’s Retail Market
商品編號：W32226
出版日期：2023/04/08
再版日期：
商品來源：
商品主題：Marketing; Strategy
商品類型：Case (Pub Mat)
涵蓋議題：Platform strategy, online beauty product
難易度：4 - Undergraduate/MBA
內容長度：16 頁
地域：India
產業：Retail Trade
事件年度：2022
In August 2022, Falguni Nayar, the founder and chief executive officer of Nykaa—a Mumbai, India–based omnichannel beauty, personal care, and fashion retailer—confronted declining profitability and a stock price that had fallen 36 per cent since the company’s initial public offering in late 2021. As a woman entrepreneur who had launched her venture at the age of 49, Nayar’s attempt to emulate the French multinational retailer Sephora in the Indian market had had a strong start amid heady media coverage. However, the company had been expanding out of its core beauty and personal care market, where it was an early entrant, to the crowded and highly competitive fashion market, which impacted profitability. Nayar and her management team had to address two major issues: determining how to increase profitability and deciding whether or not to make a strong push to India’s Tier 2 and Tier 3 cities, where the competitive intensity was likely to be lower, but the demographics were unlike those in the country’s large metropolitan areas, where Nykaa was successful.
教學手冊：Nykaa: Growth Challenges in India’s Retail Market - Teaching Note
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