Indian Skincare & Beauty Brand, Marketing & Customer Insights - Minimalist | FO 185 Raj Shamani

Raj Shamani's Figuring Out

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🎧 Stream Figuring Out episodes on Spotify:
https://open.spotify.com/show/736rhmW7vilNgkFFo8aDz4

📺 Watch Figuring Out episodes on YouTube:
https://youtube.com/playlist?list=PLE0Jo6NF_JYO5-phess8GKafKMtPv3tfZ

Timestamps:
(00:00) - Intro
(00:55) - Raj’s introduction to Minimalist
(02:12) - Minimalist beginning
(06:53) - Funding from Unilever and Sequoia
(08:35) - Organic over paid marketing
(12:35) - Product quality over marketing
(16:56) - Inspired by Ordinary
(20:05) - Different segments of customers
(23:06) - Fair & Lovely branding strategy
(26:08) - Evolution of brand building
(30:55) - Online presence Vs Retail
(39:08) - Retail Marketing technique
(41:33) - Modern distribution channels
(43:35) - Highest selling categories
(46:40) - Dealing with competitors
(49:06) - Performance Marketing in India
(52:53) - Difference between Indian and US customers
(55:29) - Thanks for watching!
In today’s episode of Figuring Out, we have Minimalist’s co-founder Mohit Yadav in conversation with Raj Shamani. Minimalist is one of the fastest-growing skincare brand of India which has grown from 0 to 100 crores in just 8 months. You will hear all that it took for this brand to grow and become one of the favourite brands of consumers in this episode.
In this episode, we talked about how Mohit started Minimalist, the early days of him figuring out everything in this business, and how Minimalist’s Instagram followers went from 200 to 10,000 within 2 days. He further explained the complete breakdown of the journey of reaching 0 to 100 crores in revenue within 8 months of starting the brand. We also talked about if Minimalist is inspired by The Ordinary which is popular in the U.S. and the three segments of different consumers that he came across while building Minimalist.
We discussed the modern distribution channels like Zepto, Swiggy, and more and how much these channels contribute to their overall sales. He shared the top 3 skincare products that are most bought in India. He explained their social media strategy and overall strategy to have 4x consumer retention. We ended our conversation by talking about how Indian consumers are different from consumers from any other country. For more such insightful conversations, subscribe to our channel and join this journey of Figuring Out.
Follow Mohit Yadav On:
LinkedIn: https://in.linkedin.com/in/mohitmst
To Know More,
Follow Raj Shamani On ⤵︎
Instagram @RajShamani
https://www.instagram.com/rajshamani/
Twitter @RajShamani
https://twitter.com/rajshamani
Facebook @ShamaniRaj
https://www.facebook.com/shamaniraj

LinkedIn - Raj Shamani
https://www.linkedin.com/in/rajshamani/
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