Description

Global Retailing
April 2024 Examination
1. What is the Japanese brand Aiwa’s strategy to reenter the Indian market? How does
it plan to do so? (10 marks)
Ans 1.
Introduction
In the dynamic landscape of global retailing, the resurgence of Aiwa, a Japanese brand once
synonymous with high-quality audio and video products, marks a significant strategic pivot
aimed at reclaiming its position in the burgeoning Indian market. This move comes after
years of absence, during which the brand’s visibility and market share waned in the face of
stiff competition from other global and local electronics giants. Aiwa’s strategy to reenter the
Indian market is multifaceted, involving a nuanced understanding of contemporary consumer
preferences, technological advancements, and the competitive dynamics of the Indian retail
sector. At its core, Aiwa aims to leverage its legacy of innovation and quality, while adapting
to the new market realities of digital transformation and consumer behavior shifts post-
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2. You are supposed to develop a new brand of Deodorant “Ocean mist” which is in the
process of launch. What is your strategy for the domestic and the international market
and how do you plan to increase the market share? (10 marks)
Ans 2.
Introduction
The dynamic landscape of global retailing in April 2024 presents a unique opportunity for the
launch of a new deodorant brand, “Ocean Mist.” This innovative product seeks to capture the
essence of freshness and purity, reflecting the serene and invigorating spirit of the ocean. The
domestic and international markets, however, pose distinct challenges and opportunities that
necessitate a tailored strategy to effectively penetrate and expand market share. In the
domestic realm, the strategy will leverage localized marketing approaches, understanding
consumer preferences, and establishing a robust distribution network. Internationally, the
emphasis will be on cultural adaptation, strategic partnerships, and leveraging digital
platforms to reach a broader audience. The overarching goal is to position “Ocean Mist” not
3) Case Study
Beauty takes natural turn, Ayurveda brands soar
Immunity boosting foods and drinks, Sustainable fashion, Beauty products with natural
ingredients. There was always a market for these, and the pandemic has only made it
bigger. Within beauty, brands have recorded a greater demand for Ayurveda products.
“Over the last two years, we have noticed a marked increase in the inclination towards
Ayurveda-based products, as part of a larger shift towards cleaner, organic and natural
beauty,” a spokesperson for e-commerce platform Myntra tells Business Standard.
“This shift has aided the surge in demand on the platform and has been accelerated
with the pandemic, resulting in consumers becoming more conscious about their
purchases, looking for natural but also effective ingredients.”
A 2018 report by Research and Markets, which pegged the Ayurveda market in India at
Rs300 billion, expects it to touch Rs710.87 billion by 2024. And while demand continues
to be high in India, with a flurry of brands offering ayurvedic solutions for skin and
hair care, the “holistic beauty movement” has also seen increasing global interest. The
global ayurvedic market, valued at $4.5 billion in 2017, is expected to touch $14.9 billion
by 2026 at a compound annual growth rate (CAGR) of 16.14 percent.
Gauging the mood, Forest Essentials ventured into the international market in October
last year with a launch on UK e-tailer Look Fantastic.
“(The) UK is one of our largest markets with consumers already having significant
knowledge of market Ayurveda and a wider buy into its philosophy and what it stands
for,” says Samrath Bedi, executive director, Forest Essentials, which has a network of
over 100 standalone stores across 29 cities in India. “Our launch strategies were aimed
at strengthening our brand associations with the existing Indian diaspora and online
presence on our social media handles to reach a wider clientele.”
In the coming years, Bedi plans to expand to West Asia, Southeast Asia and the United
States, besides establishing a physical retail presence in the UK in the next year or two.
Before this, in
2008, New York-based Estee Lauder Companies had bought a 20 per cent stake
in the company that was founded in 2000.
Kama Ayurveda, another homegrown luxury beauty brand that launched in 2002, too,
recorded an increase in sales during the pandemic.
“We were primarily an offline brand, but because of the pandemic we had to build an
online presence,” says Vivek Sahni, co-founder of Kama Ayurveda. These two years, he
adds, have aided the brand’s visibility and “given us a new and younger” customer
base. Almost 30 per cent of our sales were online pre-pandemic; now it is almost 75 per
cent”.
In 2019, Kama Ayurveda had seen a Rs100 crore ($14.4 million) investment from
Spanish fashion and fragrance company Puig. “When we launched (with just 10
products), we looked at what people used and what they were loyal to, and we
discovered it is primarily skin and hair,” says Sahni. “Once you find something that
works for your skin or hair, you’re not going to change it.”
It was with this knowledge that the brand launched its Bringadi hair cleanser in July
2021, and it has gone on to become its best-seller, apart from the Kumkumadi range.
Sahni says they are now “looking at going to smaller towns and opening more stores
there, and hopefully in a year or so, start exploring markets India.”
Before they launched their D2C Ayurveda Vedix three years ago, founders Chaitanya
Nallan, Sangram Simha, and Veerendra Shivhare knew that the one-product-fits-all
concept would not work. So, Vedix has on offer at least 40 combinations of products
made using 49 herbs that are “prescribed” after customers answer an in-depth
questionnaire detailing their appetite, body frame and even how much they perspire,
apart from details like hair and scalp texture for a study of their dosha (in Ayurveda,
“that which can cause problems”) profile.
“We have seen a steady increase in sales, with a customer base of 1.2 million and 50 per
cent repeat rate in orders,” says Jatin Gujrati, business head, Vedix.
In 2020, IncNut, which promotes Vedix and Skinkraft, raised $4 million funding in
Series A round from RPSG Ventures. Vedix now plans to foray into the international
market through a combination of platform partnerships with Amazon and D2C in the
US. West Asia in 2022.
A Nykaa spokesperson says, “The farm-to-face trend has seen a massive spike: and in a
shift from makeup to skincare, the natural beauty category is booming with a multitude
of home- grown brands. Clean, natural beauty is one of the fastest growing subsegments
in the beauty category.” The e-commerce giant’s own brand, Nykaa Naturals,
offers a host of products from cold pressed carrier oils to clay masks, using naturally
derived ingredients.
Kiehl’s, an American cosmetics company, recognized this opportunity long ago. Starting
as an apothecary, the brand says it has clubbed natural ingredients with scientific
solutions for years. “Since the onset of the pandemic, there has been a visible and
overall shift to more natural and sustainable ways of life. So, when the time came for
natural ingredients to be recognized, we were prepped and ready to provide,” says
Shikhee Agrawal assistant vice president, Kiehl’s India. “This definitely helped us see
an increase in sales and growth in recent years.”
Natural beauty solutions have certainly come a long way- from the grandmother’s
kitchen to fancy tubes and bottles.
Questions
a.Why there is an inclination towards Ayurvedic based products? How is this market
poised to grow and sustain? (5 marks)
Ans 3a.
Introduction
The inclination towards Ayurvedic-based products has seen a notable rise, particularly in the
wake of the global pandemic. This shift towards natural, organic, and cleaner beauty solutions
reflects a broader consumer trend prioritizing health, wellness, and sustainability. Ayurveda,
with its ancient roots and holistic approach to well-being, offers a trusted alternative to
conventional beauty products, emphasizing the balance between body, mind, and
b.Which are the brands trying to grow domestically and internationally? How do you
see the beauty and grooming market of Ayurveda grow in the near future? (5 marks)
Ans 3b.
Introduction
The beauty and grooming market has witnessed a significant transformation with the
resurgence of Ayurveda, attracting both traditional consumers and modern audiences. Brands
like Forest Essentials, Kama Ayurveda, and Vedix have been at the forefront of this revival,
focusing on growth both domestically and internationally. This trend is indicative of a
broader acceptance of Ayurvedic principles in daily beauty regimes, propelled by the allure of