New Delhi
: Kolkata-based Happy Personal Care Program doubles its revenue ₹$15 billion of $2.8 billion, powered by an expanded distribution network of shower gels, lotions and creams. Co-founder Sunil Agarwal said the company will promote direct publicity priorities directly to more media and strengthen its business through e-commerce.
“In the past two to three years, we have added 100,000 outlets each year. This will continue in the next two years until we directly distribute 500,000 sales points. We have seen more than one million channels through indirect distribution. We believe that in the next two years, we will enjoy a distribution of more than two million sales in the next two years,” he said.
Several major consumer goods companies are increasingly adopting direct distribution, where FMCG companies directly manage product sales and delivery to retailers (Kirana Stores, supermarkets, etc.), bypass wholesalers. For example, companies such as Dabur India and Marico have stepped up their direct distribution efforts in recent years. This helps to get better stock availability in major markets.
The company, over 35, closed for fiscal 25 years, earned revenue ₹7 billion. There is a greater demand for products through e-commerce, with sales increasing by 17% each year. It sells personal care products under the Joy Personal Care, Karis and Orimii brands.
The company operates in the Indian beauty and personal care market and, according to a September 2023 report from Redseer Consultants, expects to reach $30 billion by 2027.
Competing Price
Compared to the prices of companies like Hindustan Unilever, Nivia and L’Oreal in the market for lotions, skin products and body cleansers, Joy Personal Care offers a lower price.
Recently, major consumer goods companies have pointed to increased competition at the mass market level, with local and regional players launching competitive new products.
Agarwal said 40-50% of its portfolio was introduced to the groceries afterwards. Last year, it was on the Shah Rukh Khan on the board as a face cleansing range.
“We operate primarily in four categories – 90% of our business comes from moisturizers, body lotions, facial cleansers and sunscreens. We are strengthening the market share in these categories. We also sell products from six geographic products we identified in six geographic locations – we continue to expand in depth in these markets,” he said. ” Mint.
Earlier this year, the company announced the establishment of a new ₹1 million plants in Baddi, Himaal Pradesh; it has operated two units in Baddi. He added: “We have already established a large facility in Baddi, which will be operational in June. This will triple our capacity.”
Commenting on demand, Agarwal said demand will be better in the first six months of the fiscal year than in the first six months. He added: “In April, we are looking for a regular monsoon. This, along with the tax cuts announced in the budget, will help consumption. Crude oil prices are falling, so there are a lot of positive things.”
