PEAKLIFE

Pictured Above: Sejal Kapashi, Chief Marketing Officer and Varsha Dalal, Founder, Divine Cosmetics LLP

Divine Cosmetics LLP is a pioneering brand that has consistently introduced innovations in the distribution and retail aspects of India’s beauty industry. With a beauty portfolio built over 70 years and more than 40 established brands, the organisation has captured a vast market segment. At the heart of its operations is a team of dedicated veterans who have an acute understanding of the industry and the cultural nuances of the Indian market. Embark Perfumes is a prominent part of the product portfolio and stays true to the company’s ethos of offering high-quality products at a great value. Created by renowned perfumers and designed mindfully, these cruelty-free perfumes are made for the Indian climate and Indian skin. Today, Sejal Kapashi is at the helm of affairs as CMO. She has been instrumental in envisioning and creating products that are backed by experts, and resonate with the Indian consumer. We catch up with her to understand what it takes to build a brand that is made in India, for Indians.

As a pioneering brand in the beauty and luxury lifestyle segment, what has been the key to constantly creating successful products and services at Divine Cosmetics?

Getting inspired – it comes from all aspects of life. There isn’t a specific formula that I follow. For me, it could come from my travels, foods, location, and what is going on in the world around me. I draw from all these experiences and more to come up with a concept that then translates to fragrances.

What are the biggest shifts that you have witnessed in the Indian beauty and wellness landscape in recent years?

Until recently, the only option that the Indian consumer had for a quality beauty product was imported. They always equated an Indian product to being of substandard quality. Today that has changed completely. There are excellent beauty and wellness products that are developed and made in India, which are available and very well-appreciated and accepted by the local consumer. Beyond the product, distribution – whether that be offline via department stores or online – has improved accessibility, which too has been a huge shift.

With the advent of the internet, consumers are much more aware of beauty and wellness products than ever before. What is the secret to gaining brand loyalty in today’s world?

There is no secret or magic formula for brand loyalty – it is quite simple. It needs to be earned through a lot of consistent hard work and diligence. At the end of the day, it is the quality of the product and the consistent adherence to the brand promise that will make customers continue to return to the brand. We at Embark continue to strive to achieve that.

The plethora of options available in the market have increased. How do you cope with competition from other brands in the same category?

The fragrance industry in India is at its nascent stage. There is ample room for new players. In fact, this is great for the category as a whole as it will just increase the size of the pie, versus eating into someone else’s. India is yet to experience heavy penetration in this category and the opportunity for growth is immense.

Would you like to share some key learnings about the segment that could also benefit other entrepreneurs seeking to make a mark in the industry?

Know your customer, develop a brand and product to meet their needs, and keep it simple.