A brief presentation of how nykaa has taken wellness and beauty industry to next level

1. Success story of Nykaa
-Kruti Shah
(MB039)

2. Overview
The wellness and beauty industry in India is growing at a fast rate due to the
young generation, rise in middle-class and its incremental disposable
income, urbanization, digitalization, and an overall shift towards a much
better and healthy lifestyle and personal care.
One such fastest-growing beauty destination is “Nykaa” which has
emerged as the largest omnichannel brand in India. Nykaa is a market
leader in online destination for beauty and wellness products in India.
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3. Continued...
Nykaa has more than 2500 brands and over 5 lac products to
meet the demand of customers and a one-stop-shop solution for
them. It has six warehouses all over India to stock well-curated
and well-priced products. Nykaa is into the retail business and
its products are totally authentic that are sourced directly from
different brands. The comprehensive collection of Nykaa’s
beauty & wellness products includes skincare, makeup, personal
care, hair care, fragrances, luxury, and wellness products for
both male and female.
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4. Background of Nykaa
Falguni Nayar
Being an MBA graduate from IIM,
Ahmedabad, Falguni Nayar, Founder & CEO
of Nykaa worked with Kotak Mahindra in
their investment banking division. After
working for 18 years in the same
organization, she started her venture in the
beauty and makeup industry.
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5. Continued...
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The company had started with three variants of the Nail Enamel
Collection of Nykaa i.e. pop, shimmer, and pastel. Once they witnessed
the quick success in nail enamels, other products were launched by the
company
The company underwent into expansion mode in 2015 i.e. from online-
only to omnichannel model and started selling fashion products. The
company introduced private labeled products in 2016 in the category of
bath and body care.
Nykaa raised Rs. 100 crore in April 2019 in Series E funding round.

6. Business model
Nykaa follows an inventory-based business model in which all
items are stored at a single place in an inventory and processing
of orders is done as per the availability of products in the stock.
Using this inventory-based business model, Nykaa buys products
directly from stores and manufacturers. Nykaa has warehouses in
different cities i.e. Mumbai, Banglore, and New Delhi where such
products are stored. These products are sold further on the
website of Nykaa or by using its offline store formants i.e. Nykaa
Kiosks, Nykaa Luxe, and Nykaa On Trend.
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7. 7
Omnichannel experience
Nykaa has provided an omnichannel experience to
users by allowing them to try on some brands (like
Hudabeauty) that don’t have any retail outlets in
India. Customers are also provided with the facility to
shop through a laptop or phone. Moreover, in case of
any confusion, customers can simply visit Nykaa’s stores
and try products.

8. 8
Network Community
by Nykaa in which users can do conversation,
share their ideas and tips, learn and see new
tutorials, and also, get inspired by
others. This strategy has helped the
company to retain its customer base and
also, in attracting new customers. The offline
presence of Nykaa is available in two store
formats i.e. Nykaa Luxe and Nykaa On-
Trend.

9. “
“My mindset was that before I turn 50 I had to start my
own business, otherwise I will never do it. I was 48 at that
time. Instead of seeing age as a handicap, I saw it as all
the experience that came with it. My professional
experience came in very handy. But entrepreneurship is
also about learning new things. So I would like to tell
women to please educate yourselves and be very open
minded, 9

10. Key resources
Key resources of Nykaa include
the following:
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11. Social media
One of the key resources of Nykaa is its social
media. The social media marketing of the
company is excellent and a great source of
displaying advertisements and other useful and
informative content related to their products.
Nykaa has a social presence on different social
medial channels such as Instagram, Facebook,
Twitter, YouTube, etc. Through social media,
Nykaa is able to remain in constant touch with its
customers. 11

12. Virtual stores
Nykaa also has its offline virtual stores where
customers can visit for beauty advice, virtual
makeover tool, free expert advice, assistance
on the phone, and articles on beauty trends,
etc.
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13. Technology
Different technology products and services are
used by Nykaa that are its key resources that
include Google Analytics, HTML5, jQuery, etc.
For its website, the brand is using 48
technologies including Google Analytics,
Viewport Meta, and iPhone or Mobile
Compatible.
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14. Online content creation
Nykaa has a content strategy that is aimed at educating and
generating awareness among customers who are looking for an
excellent buying experience with advanced technology.
Through its content, Nykaa educates customers on its products
available online and also, recommends products according to
the needs of customers. Adequate information is provided on
these products so that customers can select their desired
products with confidence. Nykaa customized its content in the
form of IT lists, Beauty Book articles, Stores Product reviews,
Editor’s choice widgets.
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15. Key partners
Key partners of Nykaa include beauty partners
i.e. luxury beauty brands as the company sells
the products of these brands directly to the
customers. These beauty partners include
luxury brands like M.A.C., Maybelline New
York, Biotique, L’Oreal Paris, The Face Shop,
Kama Ayurveda, and many more.
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16. Conclusion
A key takeaway of Nykaa’s marketing strategy is to deliver
something new to the customers. Nykaa was a fresh idea in
Indian markets, and today it holds an influential position.

17. Thank
you