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Myntra Beauty Launches Luxury Ayurvedic lifestyle brand ‘Amrutam’; Strengthens position in Beauty & Personal Care with flagship range of natural haircare and skincare options
Published on September 13, 2021
Ahead of the festive season, Myntra Beauty launches Amrutam’s foremost Ayurvedic formulations for skincare and haircare options
Myntra’s exponentially rising BPC shopper base to be focused by way of this partnership
Ahead of the festive season, Myntra bolsters its Beauty and Personal Care portfolio with the alluring addition of ‘Amrutam’, one of India’s main luxurious Ayurvedic lifestyle manufacturers, on its platform. The affiliation marks Amrutam’s first-ever partnership with a longtime e-commerce vertical, aside from participating straight with shoppers by way of owned channels. This additionally signifies Amrutam’s ambition to broaden throughout the nation, by hinging on Myntra’s expansive shopper base, tech-pivoted distinctive buyer engagement, and sturdy attain.
Amrutam’s genesis lies in permeating the essence of Ayurveda to boost bodily, psychological and non secular well-being, to really feel really lovely. With over 30 years of experience in the Ayurveda business, Amrutam goals to construct a worldwide neighborhood that follows a lifestyle outlined by Ayurvedic rules to go well with trendy wants and endorses the thought of ‘well being is magnificence’. Amrutam’s holistic range of made in India merchandise in the Beauty and Personal Care area contains healthcare, skincare, haircare and different lifestyle merchandise, principally below the moniker of ‘Kuntal care’.
Ayurvedic luxurious merchandise are gaining sturdy traction in India owing to their perceived efficacy and the nation’s historic affinity for the traditional science of medication. Growing shopper inclination in direction of merchandise crafted with natural components and minimal environmental impression are attracting massive teams of internet buyers to manufacturers similar to Amrutam. As a brand that focuses on prospects throughout age teams, this partnership units the right floor for Amrutam to succeed in its key audiences by leveraging Myntra’s rising cohort of magnificence and private care buyers.
Some of the flagship merchandise of Amrutam which have simply been launched on Myntra embrace, standard Kuntal Care Hair Spa, Kuntal Care Shampoo, Kuntal Care Hair Oil and Bhringraj Hair Therapy, amongst others, at a median worth level of INR 650, with the remainder in the pipeline in the run as much as the festive season. Amrutam has carved a distinct segment for itself in the posh Ayurvedic area since its inception, by emphasizing on holistic wellness, thus incomes itself a spot in the hearts of a neighborhood of over 1,00,000+ completely happy shoppers, in a comparatively quick span.
Myntra at present homes over 600 home and worldwide manufacturers in the Beauty and Personal Care phase. As the class continues to swiftly scale, Myntra Beauty showcased a major triple digit progress on a median in the final quarter, with a majority of buyers from tier 1, 2 and 3 cities, aside from the metros. This offers a robust impetus to manufacturers participating with this cohort of buyers, unfold throughout the nation, to channelize their shopper engagement efforts by way of Myntra.
Speaking on the launch of Amrutam, Ayyappan Rajagopal, Chief Business Officer, Myntra stated, “Myntra at present has emerged as the popular vacation spot for magnificence and private care merchandise for manufacturers and shoppers alike. The innumerable choices from main manufacturers unfold throughout classes in this phase has allowed us to cater to the evolving wants of internet buyers over time in the web magnificence and private care class, with a gentle 70% progress in basket dimension since final 12 months. The launch of Amrutam on our platform presents a robust enhance to the premium phase in our Ayurvedic merchandise portfolio, enabling us to cater to our thriving cohort of numerous magnificence and private care buyers.”
On their affiliation with Myntra, Agnim Gupta, Principal – Tech & Growth, Amrutam, acknowledged, “We have been ardent admirers of Myntra since its inception, the choice to accomplice with Myntra was a reasonably straightforward one owing to their distinguished purchasing expertise and buyer centric strategy. At Amrutam, we have now all the time centered on superior buyer expertise and therefore, reaching a wider viewers by way of a platform that understands and prioritizes buyer expertise makes us proud to be related with Myntra.”