Lotus Herbals is India’s leading natural cosmetics company. Based on 5000-year-old science of Ayurveda and combining it with 21st century's technology, The company offers a a well-researched and robust range of over 500 Skincare, Haircare, Suncare, and Make-up products for the retail and professional markets.
Lotus Herbals is India’s leading natural cosmetics company. Combining ancient wisdom from the Vedas with 21st century technology, it offers a range of over 250 skin care, hair care, sun care and make-up products for the retail and professional markets. India is well known all over the world for her rich bounty of medicinal and therapeutic herbs and for the 5,000 year old science of Ayurveda that practices the application of these herbs effectively.
After many years of meticulous research Lotus Herbals came up with scientifically developed products that generate the same powerful effect, in a shorter time and with a longer lasting effect. The company believes in actively utilizing herbal ingredients instead of chemical-based, synthetic and cruel animal tested cosmetics. The wide range of holistic health-care and enhancement products capture the purity of nature and the strength that lies therein. When the company started out in 1993 under the guidance of Mr. Kamal Passi, the beauty products market in India was at a nascent stage and Ayurveda still hadn’t gained footing as the magical master key to beauty. Thus the products at that time were for export and were also produced under contract in more than 16 countries.
Lotus Herbals Marketing Strategy and the Reasons behind its Success
There are several marketing strategies which are employed by Lotus to enhance their brand appeal.
Widespread Distribution: Lotus Herbals has spread its wings on the overseas market. Lotus markets their products in Europe, the US, Africa and other parts of Asia as well. Alongside this, they are planning one hundred percent export turnover by this fiscal.
Strong R&D: Lotus is focused and committed to ensuring a hundred percent safety and ingenuity of its products. They test their products thoroughly before packaging. Their products go through various quality checks and measures before they are certified to be used for the human skin. They are also planning to set up a beauty school in the country to teach grooming and care needs and plan to open several locations across metros.
Leading Brand in the Market: Lotus focuses on being the leading brand in the beauty care segment of India. Although it is regularly challenged by other competitors from reputed international and domestic brands it continues to hold its place firmly in the domestic market.
Continuous High Rank in the Brand Portfolio: Two of the brands Lotus Herbals Safe Sun and Whiteglow are the most popular products and they continue to market these products aggressively. Apart from these two, they are planning to launch mini packs to cater to the small towns.
Company Diversification Strategy: Lotus has a diverse workforce and offices in almost all parts of India. It has a huge workforce and they work in strengthening the brand name of the company. They plan to diversify the company offices in various other locations in India to increase their presence. Currently, the company has distribution strength of eighty thousand outlets and hopes to take them to one and a half lakhs.
Another strategy is to open franchise salons across the country.
High-Quality Products: The products are highly rated by consumers. They have a very big customer base and swear by the products brand value. The company claims its products are paraben free and stick to their commitment to the products being of the highest standard.Aggressive and Integrated Marketing Strategy: Lotus has a deep-rooted base with various outlets presence in the small towns as well. Also, they have developed a strong direct marketing campaign to advertise their products through business to business and business to consumer strategy.