Raji Muthukumar

Changing Skin: Key Insights from Today’s Talk on Innovative Business Strategies Last week, I had the incredible opportunity to attend the "Changing Skin: Innovative Business Strategies for the New Era" talk, featuring Mr. Tzy Horng Sai from Julie’s Biscuits, Ms. Amanda Koo from Wah Chan Jewellery, and Mr.Leong Weng Choong from Credit Bureau Malaysia. One of my key takeaways was Ms. Amanda Koo’s discussion on embracing change. She referenced the book Who Moved My Cheese?, emphasizing the importance of evolving in today’s fast-paced environment. Her advice on overcoming fear and staying adaptable reinforced how critical agility is for long-term growth. Mr. Tzy Horng Sai also spoke extensively about brand innovation. He explained how Julie’s Biscuits maintains relevance by staying attuned to consumer needs and continuously evolving its product offerings. Beyond that, Mr. Tzy shared the importance of cost control in product development, highlighting that balancing quality with affordability is key to sustainable innovation. His insights on brand identity, including the importance of logo design as a representation of a company’s core values, added depth to the conversation on strategic brand management. The session was packed with valuable insights on how businesses can thrive through adaptability, strong branding, and innovative strategies. I left feeling truly inspired by the forward-thinking insights shared! #innovation #sunwayuniversity #internationalbusiness #businessmanagement

2

Two incredible years have flown by since I joined the dynamic team at mamaearth !! From conceptualizing and launching products under tight deadlines to constantly learning from the inspiring people around me, every day has brought a treasure of challenges and experiences. 💫🎊 For those of you embarking on your careers, these initial years are a gold mine of opportunity !! 🍀 Embrace the learning curve, ask questions with curiosity and don't shy away from stepping outside your comfort zone. Here are some key takeaways that have shaped my journey and might resonate with you too 😊: ✅Adaptability: The workplace is dynamic and being adaptable is key. Whether it's new processes, roles, responsibilities, being flexible is highly crucial for anyone's growth. ✅Continuous Learning: Never stop learning. Whether it's through seeking mentorship, online courses or simply learning from someone's working style/practices - prioritize learning new skills and knowledge relevant to your field. ✅Build Strong Relationships: Cultivate meaningful connections with colleagues, mentors, and industry professionals. Networking opens doors to new opportunities, valuable advice, potential collaborations and also shapes your outlook. ✅Seek Feedback: Actively seek feedback on your work performance. Constructive criticism helps you identify areas for improvement and showcases your commitment to personal and professional development. ✅Embrace Challenges: Don’t shy away from challenges, instead, view them as opportunities to stretch your capabilities and demonstrate your problem-solving skills. Overcoming every obstacle is a step towards gaining experience and it also enhances your decision making skills. ✅Develop a Personal Brand: Define what sets you apart professionally—your unique strengths, values and achievements. Your personal brand communicates your professional identity and helps you stand out in a competitive job market. ✅Seek Mentorship: Find experienced professionals within your organization who can guide you and provide valuable insights. Mentorship can accelerate your learning curve and help you navigate corporate culture more effectively. ✅Demonstrate Initiative: Don't wait for opportunities to come to you! Actively seek out projects or assignments that align with your interests and strengths. Taking initiative shows your dedication and willingness to contribute, which can set you apart and help carve your niche within the company. These formative years are a journey of growth and discovery and as I continue learning at mamaearth (Honasa Consumer Ltd. ) I'm curious to see what the future holds 🌈✨. #newproductdevelopment #npd #brandbuilding #mamaearth Honasa Consumer Ltd. mamaearth #brandmarketing #marketing

166

10 Comments

In the whirlwind of everyday life, it's easy to overlook the subtle signs that could signal a serious health issue. As we look forward to October, let's dedicate ourselves to raising awareness about childhood cancer and the importance of early detection. Childhood cancer often presents itself with seemingly innocuous symptoms: - unexplained fevers - unusual lumps - persistent fatigue, or pain. These subtle cues can be warning flags that, if recognized and addressed promptly, can make all the difference. While early detection is crucial, we can also proactively strengthen our children's defenses. Nourish their bodies with balanced meals, encourage regular physical activity, and prioritize routine check-ups. These seemingly small steps collectively build a formidable shield against illness. Watching over our children's well-being isn't a one-time event; it's an ongoing commitment. Trust your instincts and seek medical advice when something feels amiss. Before we end this Childhood Cancer Awareness Month, let's continue to spread the word about early detection and prevention. Subscribe to my YouTube channel [https://lnkd.in/dHvM7W-7] for more insights and resources on child health and wellness. Together, we can create a healthier future for our children. #healthyliving #wellnessjourney #holistichealth #healthylifestyle #healthcoach #wellnesscoach

42

17 Comments

Extremely thought provoking : All of us indulge in fashion, as we head into yet another year of “extractive economy” lets lend this a thought. 👇🏼👇🏼. Today when we negotiate material costs to decide the cost of the product & the retail price thereof there is some irony / some paradox that triggers my thoughts, “will planetary boundaries , will nature give us a chance to negotiate. Who can we bully?? “ What if the cost of fashion wasn’t just determined by the brand or materials—but by its true environmental impact? Imagine this: AI-driven material passports embedded in every garment, tracking the environmental footprint of its production, from water use to carbon emissions, biodiversity loss, and waste. These passports would provide real-time insights into a product's lifecycle, giving consumers unprecedented transparency into the hidden costs of their choices. But here’s the game-changer: the environmental impact wouldn’t just be visible—it would directly influence price. Products with higher ecological costs would automatically become more expensive at checkout, reflecting their real cost to the planet. This dynamic pricing system would: Disincentivize Harmful Practices: Brands using resource-intensive materials or production methods would face financial penalties, making unsustainable practices economically unviable. Reward Low-Impact Innovation: Companies investing in circularity, regenerative agriculture, or next-gen materials would see their products priced competitively, incentivizing sustainable choices. Fund Circular Infrastructure: Revenue generated from increased pricing on high-impact items could be reinvested into building recycling systems, local production hubs, or cleaner supply chains. For consumers, this could transform shopping behavior. Instead of guessing which brands align with their values, they’d see the true cost of their decisions—and gravitate toward affordable, low-impact alternatives. For brands, it would push sustainability from a PR strategy to a business imperative. Would you support AI-driven pricing that reflects environmental harm?

4

2 Comments

In my recent interview with The Enterprise World, I had the opportunity to share my perspectives on the booming skincare D2C market and the strategies that have propelled FIXDERMA INDIA PVT LTD to success. One of the key points of discussion was the growing consumer demands in the D2C market. As I explained, standing out in this saturated market is getting incredibly challenging without product differentiation. That is why we leverage our in-house manufacturing to ensure stringent quality control. With shoppers prioritizing clinically proven efficacy, we put science at the forefront. Currently, a lot of skincare or D2C brands in general are leveraging the perks of paid advertising. We do that too since it makes reaching out to a wider audience comparatively easier. However, costly social media advertising makes gaining traction difficult for new entrants. Hence, I won’t recommend any brand to solely rely on paid ads to bring customers. At FixDerma, we focus more on building strong customer relationships through user-generated content campaigns, innovative digital experiences, etc. Ultimately, I believe excellence in three areas is crucial: cost reduction, nurturing customer connections, and delivering unique value. Fixderma aims to solidify its leadership by continually enhancing these spheres. Thank you Enterprise World for taking a deep dive into my professional journey. Through the conversation, I got to revisit and reflect on my entrepreneurial journey once again.  I’ll look forward to more such exciting collaborations! #Fixderma #Fixdermaskincare #D2CInnovation

271

48 Comments

My dad told me once “Don’t compare your Step 2 with someone’s Step 10!” As humans, we tend to compare ourselves with people too quickly. And I did that too once in my childhood when I went to my badminton classes. I started comparing myself to a girl who had roughly joined around the same time I did, and when I saw her performing better than me, I started developing jealousy very subtly. One day I told my dad, I am such a slow learner, look at that girl who joined with me but is doing so much better than me. At that moment, my dad just looked at me and smiled and then said, “Don’t compare your Step 2 with someone’s Step 10.” After that, he continued telling me that he once happened to speak to the girl’s father at the gate and he got to know that she had already been taking classes before, but they recently shifted to our area and they wanted to find a practice spot near to their home. That is when it hit me, we tend to compare ourselves to others without even knowing their previous chapters, their struggles, and the environment. Nothing. We just blindly compare! Please don’t. The same theory applies to an entrepreneur's life. Know that everyone has their own pace, and one should embrace it. You need to check whether you’re better than your yester-self. And that is your biggest achievement.  #motivation #leadership #leaders #business #entrepreneurship #entrepreneur #achievements #growth #growthmindset #success #successmindset #grow #businessmindset #letstalkreal #selfgrowth

54

52 Comments

“MADE BY INDIA WOMEN!” By Abha Gupta When I founded Artsbury, I set out to create more than just a beauty brand — I wanted to build a platform that empowers women. Today, 94% of our team is women, and I’m proud to say that Artsbury is not only about manufacturing high-quality beauty products but also about providing opportunities for women to thrive. The COVID-19 pandemic showed me how deeply women were affected, with many losing jobs or being left behind. I knew we needed to create a space where women could work, earn, and regain their sense of independence. That’s when Artsbury became a place of empowerment, where women not only contribute but also lead. Additionally, I noticed the beauty industry’s heavy reliance on China for manufacturing. I wanted to change that and make our products proudly Made in India. Bringing production back to India has helped us create jobs, support the local economy, and build a more resilient and sustainable business. Looking ahead, I see Artsbury as a model for how businesses can empower women and contribute to the local community. This journey has been about more than business success; it’s about creating opportunities for women to shine, lead, and take charge of their futures. At Artsbury, we’re committed to providing that stage. Together, we’re building a brighter future — one where women are at the forefront of innovation and leadership. ABHA GUPTA Founder & CEO | Artsbury

4

1 Comment

I've had the front row seat to how Karishma Kewalramani and her team are building FAE BEAUTY. And here are some of the reasons why I think they are making a mark (and a big one) in a hyper-cluttered market - 1) They are EXTREMELY focussed & clear about why they exist. EVERY decision is made with this being at the centre of it. 2) Superb Project Management - All campaigns, strategies & plans are broken down into clear action items and rigorously followed up with. Karishma almost always knows the minute details of each project! 3) The love for BRAND is real - They're not just another make-up brand. They're almost a movement. If you talk to FAE customers, you will realise that their TG (which is largely Gen-Z) LOVES that they do what they do. And this comes behind continuously producing content that is relatable & on-point. 4) A commitment to maintaining standards - Whether it's a product launch, FAE Studio or a piece of social media content, they don't put it out unless it meets a certain pre-defined standard. Nothing is done because it simply needs to be ticked off. And believe me, that is hard! So if you're building a digital-first consumer brand, these are some notes to work by! #brandbuilding #d2c

93

7 Comments

𝐃𝐞𝐜𝐨𝐝𝐢𝐧𝐠 𝐈𝐧𝐝𝐢𝐚𝐧 𝐁𝐞𝐚𝐮𝐭𝐲 𝐈𝐧𝐝𝐮𝐬𝐭𝐫𝐲 & 𝐈𝐭𝐬 𝐖𝐢𝐧𝐧𝐢𝐧𝐠 𝐭𝐡𝐞𝐦𝐞𝐬 India's beauty & personal care market is at $16.5 Bn. Lips dominate the category (50%), followed by face (20%). While the sector is growing at 15%+ annually, there is more room to grow as India's per capita consumption is at ~$12, significantly lower than West at $30+. 𝐓𝐡𝐫𝐞𝐞 𝐃𝐢𝐦𝐞𝐧𝐬𝐢𝐨𝐧𝐬 𝐨𝐟 𝐁𝐞𝐚𝐮𝐭𝐲: <> Makeup / Color Cosmetics: Products like lipsticks, foundations, eyeshadows, blushes, etc. enhance features & allow personal expression, ranging from subtle to bold looks. <> Skincare for Specific Use Case:This category includes treatments like acne solutions, anti-tan lotion, sunblocks, essential for maintaining healthy skin & preventing damage.  <> Wellness: This dimension emphasizes holistic skin care & self-care with products like serums & facemasks. Color cosmetics currently dominate the market, addressing the broader consumer base. However, there's a noticeable shift towards skincare & wellness.  𝟒 𝐤𝐞𝐲 𝐝𝐢𝐬𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧 𝐜𝐡𝐚𝐧𝐧𝐞𝐥𝐬 𝐟𝐨𝐫 𝐛𝐞𝐚𝐮𝐭𝐲: <> Ecommerce- Vertical market places - Nykaa, Tira etc & Brand.com.  <> Beauty Specialist clinics - such as Health & Glow, Sephora, Clinique <> Departmental Stores -Shoppers Stop, M&S, Zara, etc. <> GT and MT- Hyper / super markets + mom & pop stores 𝐖𝐡𝐚𝐭 𝐢𝐭 𝐭𝐚𝐤𝐞𝐬 𝐭𝐨 𝐰𝐢𝐧 𝐢𝐧 𝐭𝐡𝐞 𝐬𝐞𝐜𝐭𝐨𝐫 - Apart from a Hero Product formulation which does what it promises, there are lot more levers to differentiate / create moat for winning. Few key ones are - <> Innovative Packaging & Differentiated names- In Western world, interesting examples of controversial yet popular names for Hero products exist. Example - Shiseido- Nars - Orgasm Blush is one of the top selling products worldwide. Similarly, innovative packaging makes products stand out- One of the top selling products online is Just herbs - Lipstick mini pack. <> Width vs Depth of Product range: On Ecom, 6-10 SKUs in a sub category is good enough to start. However in the offline world, a wide range of minimum 65-70 SKUs is required. <> Margin Profile: While GM is good (60-70%), online marketplace cost of doing business is ~40%, offline margins shared with channel partners are lesser at 25-30%, however there is additional cost of beauty advisors. <> Tech as a replacement for parts of human interaction: Its an involved category - needs consultation/ look/ feel/ touch. Magic mirrors, virtual tryon, Chatbots etc are good attempts to substitute parts of these Influencer/ Community - Content based marketing, community, influencers eco system needs to be well established, as influence based purchase is higher in the category. Micro trends- Inclusivity, Personalized skin care solutions, Indigenous ingredients, Clean beauty. Brands need to take a few of these planks & differentiate themselves. What's your favorite beauty trend? Share your thoughts below! #indianbeauty #winningthemes #beauty

6

¨Change is the end result of learning.¨ Leo Buscaglia. Yesterday we took a small step towards some of the big changes we are making in coming months: we informed our most loyal customers that we are taking away something that they love - we are stopping our monthly subscription and replacing it with a quarterly membership programme - post below for details and more on this next month. The team at Haeckels know so much more about this business than I do, I have been there for a minute compared to those who have grown it from the ground up- we had some incredible conversations about whether it should stay or should it go. How can it serve us as well as our customers, how can we make it different, can we afford not to do it? With all things considered, we truly believe in where we have landed, and I am excited (and nervous) about the next steps in the change we will reveal. The response from our customers has knocked me off my feet. I have read and reread their emails of gratitude, insights, feedback and acknowledgement of what we are doing. There is nothing better than the community that has been built and the dialogue between a company and its most valued supporters. The power of emails and long reads is often underestimated- as is the art of conversation. If we could afford the print, part of me would have preferred this to be a letter. (Side note - something that we did Loewe just before we updated the logo). Anyway, watch this space. Happy Friday. #change #innovation #skincare

34

8 Comments

Did you know? Nearly 80% of Indians experience skin colour heterogeneity like melasma, dark spots, or hyperpigmentation. This isn’t just a cosmetic concern—it’s a reality deeply tied to our unique Brown skin biology. Hi, I’m Priyanka Jagadale, and I’m proud to introduce myself as the Co-Founder of R.O.A Skincare, India’s first skincare brand thoughtfully created for Brown skin. Our skin, rich in melanin, is beautifully resilient yet uniquely prone to concerns like hyperpigmentation and uneven skin tone. As I dived deeper into research (like the findings from the Indian Journal of Dermatology), I realized something startling—most skincare products available in India aren’t designed to cater to these specific needs. That’s why we built R.O.A Skincare: ✅ Formulated for Indian skin by experts who understand its nuances. ✅ Powered by research-backed ingredients tailored to solve the challenges we face, like pigmentation, texture, and more. ✅ A brand that doesn’t just create products but champions skin confidence for everyone. This journey began with a simple goal: to create solutions that work for us, solutions rooted in science and empathy. And this is just the beginning. 🌟   If you’ve struggled to find products that truly understand your skin, you’re not alone—and we’re here to change that.   I’d love to hear from you—what’s the biggest challenge you’ve faced in your skincare journey? Let’s start this conversation and bring focus to Brown skin like never before.   #ROASkincare #SkincareForBrownSkin #IndianSkincare #HyperpigmentationSolutions #FounderJourney

97

15 Comments

Tupperware has filed for bankruptcy. So one can expect the LinkedIn junta to: - Flood your feed with tribute spec ads - Announce a new online course (with discounts) on 'Why legacy brands are losing relevance with new-age consumers?' - Say that they only thought of having a corporate life because some relative gifted them a Tupperware dabba - Validate that they saw this coming and hence stopped getting home-cooked food to the office and supported local businesses via orders on Swiggy & Zomato - Admit to mocking their employee engagement team's struggle to decide what to gift employees this Diwali. Also, karma will find a way to hit back at those mocking, when their employee engagement team gifts them a Borosil lunch bag Interesting days ahead :-)

24

1 Comment

✨My Make-up Journey: From Childhood Fun to a Passion ✨ 👧 As a child, makeup was my little secret joy. I can still remember sneaking into my mom's room and "borrowing" her lipsticks-even though they weren't mine to borrow. There was something magical about totally transforming your look with just a swish of color. Curiosity turned into a passion for all things beautiful. ✨ 🙎‍♀️ To me, it is an exercise far beyond; it's the form of self-expression and my boost in self-confidence. It could be bold lip colours for a large presentation or soft, glowing finishes for an easy-going day. It lets me show different sides of myself. 💫 💄 This makes me think of Sephora-a company that has revolutionized the beauty universe worldwide, including India. The company made a definitive entry into India's beauty space in 2012. I recently read an informative article published by Marketing Monk. This article provides very useful insights into the approach taken by Sephora to create a niche for itself in India. Its strategic alliances to omnichannel experience on Sephora, the brand has surely taken the initiative as the premium beauty retailer in the country. 💄 💡 What I find really fascinating is how they have balanced their luxury experience between the physical stores and the web itself, something that really resonated even more during the pandemic. Years ago, I was obsessed with international beauty brands, and Sephora gave me entrance to brands I used to only dream about! 💡 The fun part of this is that Sephora happens to be a luxury brand itself, yet huge potential waits for them to roll out the stores to smaller cities of India. There's so much opportunity coming out of clean beauty and organic products, and I believe that as such demand ups in the market, they'll easily reach a larger audience while still holding that premium value image. ✏ My Take: It is one example of being well aware of the target audience yet sensitive to the tides of adaptation that change. From influencer marketing and omnichannel strategies to pockets of real strength in every urban market, it has struck gold. Yet, there is still so much scope for growth in Tier 2 and Tier 3 cities where beauty consciousness is picking up. I would love to see more collaboration with local influencers to make luxury beauty a little more relatable and accessible. ✏ 👉 So, how do you view the journey of Sephora in India? Can luxury beauty players really succeed in smaller cities or are they always an urban phenomenon? #BeautyPassion #SephoraIndia #MakeupJourney #LuxuryBeauty #BrandStrategy

8

‘New market opportunities’ can sometimes distract brands. Colgate-Palmolive ventured into the Ayurvedic segment in India, which distracted them from their core strengths in oral care. Realigning Colgate’s focus back to its foundational scientific principles has resulted in growth in both core and premium toothpaste segments, showing that sometimes staying focused on the brand's core essence is the best thing to do, as it maintains consumer trust and unlocks growth. #BrandFocus #CoreValues #MarketStrategy #BrandIdentity #Colgate #OralCare #BusinessGrowth #ColgatePalmolive After brush with Ayurveda, Colgate back to core: CEO Noel Wallace https://lnkd.in/dQMz4DmU

18

2 Comments

The Advertising Standards Council of India (ASCI) has recently flagged 187 advertisements from Honasa, the parent company of popular brands like Mamaearth, The Derma Co., and Aqualogica, as misleading. In a market where consumer trust is paramount, transparency and honesty in advertising are crucial. Misleading advertisements not only erode consumer trust but also pose significant ethical and legal risks for brands. As industry professionals, it's our collective responsibility to advocate for and practice ethical advertising. Let's learn from this incident and commit to higher standards of integrity and transparency. IF YOU THINK FLAGGING OF ANY OF THESE ADS AS UNFAIR, DO COMMENT HERE OR ON THE SITE ! Shweta Purandare The Advertising Standards Council of India Saheli Sinha Manisha Kapoor

28

2 Comments

We're Hiring Differently with No Resume, No Interview, and No Qualifications Needed! Inspired by Raaghav Kapoor Gupta and Rakshith Reddy Gopidi’s successful hiring approach, I decided to make skincare passion a priority at Beyond Rice. Enthusiasm for skincare is as crucial as skill, and without it, roles in design, marketing, and sales can lack their full creative potential. Hoping to build a team with shared interests, fostering coordination and innovation, and making it a job they love. How will the hiring process work? It’s simple: a quick chat about the candidate’s skincare journey, followed by a real task. That’s it! We’re hiring passionate skincare enthusiasts (Internship)! Comment "Skincare" below, and our team will reach out to eligible candidates with more details.

458

659 Comments

'Pratishtha,Parampara n Anushasan' are actually the 3 key pillars in running a brand too. Pratishtha - Brand Imagery/Equity that generates pull and trials Parampara - Brand Consistency in giving a single message to the extent of feeling bored for internal teams Ansushasan - Discipline in tracking RoAS Then only, you get 'Mohabbatein' from the consumer. #brand

115

7 Comments

A thought provoking article in today’s TOI. Many new D2C brands are coming up and establishing themselves in markets with dominant market leading brands. I am not sure if these are gaps left by traditional companies. I think it’s a new game of #MicroSegmentation. Identifying, understanding and targeting a sub segment very sharply with the right design, marketing and pricing. Take the example of #Mokobara. While brands like #VIP and #Safari hold a large market share of the luggage market across customer segments, this new brand has come up with contemporary styled luggage sharply targetted at the affluent style conscious Gen Z and Millennials or any age group sharing the same psychographics. The imagery is aspirational with travel influencers living the travel trend. Stores look young and their insta handles transport you to another world. Their communication TG and Buyer TG is the same. Am sure their employees embody this customer persona too! I am sure there are still Gen Z and Millennial customers who value durability or value in luggage. There will be other brands targetting this Micro segment too. I can only foresee further fragmentation across categories with several brands targetting different #MicroSegments of the same Customer group. Exciting times ahead for consumers in India for sure! Any thoughts? Aditya Gadiyar Purvai Agarwal Jermina Menon MRICS Ayush Wadhwa Shuchi Pandya VS Kannan Sitaram Raja Ganapathy Gaurav Agarwal Arpita Khadria Meghana Bhat Amitabha Sutradhr Amitabh Suri Tanya Shridhar Pankhuri Sharma Spoorthi Arun Sakshi Singhal Prachi Gupta Yuktie Jhangiani Verma Amit Sharma #D2C brands #SheWrites #NewAgeBrands

22

5 Comments