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Founder Interview: Sacred Salts – Chhavi Singh

As consumers look for purity in all facets of life, many innovative startups have emerged in the Organic Beauty segment. Rapidly rising amongst those is Sacred Salts.

The Gurgaon based startup brings to you untampered goodness of nature through organic beauty products. Sacred Salts stems out of years of researching and understanding the skin of men and women. As a result, the Products yield unbelievably flawless, perfect, happy and healthy skin. We caught up Chhavi Singh, founder of the firm to get a deeper look into the business.

1. What are the biggest opportunities and challenges of this segment? 

Opportunities:-

Organic and vegan products are the new must-haves that beauty conscious people and skincare lovers are rooting for. While some brands have been able to spot and bank on the wide gap in the variety available, consumers are becoming more receptive to know the importance of using chemical-free products with the right ingredients on their body.

At the same time, the rise in organic brands is driven by consumers who are increasingly becoming aware of what goes into the making of the products they are using, and what are the long-term effects on their overall well-being

This increasing consciousness has led to a growing demand for more natural and sustainable substitutes in many industries and gives way for brands like us to get innovative products in the market and get accepted

Yet, this segment also poses its own unique challenges:-

The Skin Care Market is largely driven by very big brands having deep pockets. Taking those players head on and competing in that segment is one of the biggest challenges

As a startup, we must also rapidly gain Brand Recognition and repeat customers who use our products

With limited budgets maximizing the acquisition cost per customer is another challenge that startups face early on in the lifecycle. The rising brands have also got their hooks into the gap that exists in terms of product variety and ingredients, which is giving a “tough competition in the international and national markets.

2. Do you have plans to enter new markets?  If so, what are they and what is the timescale? 

In the next 12 – 15 months, while focusing on the existing market, we are also looking forward to ranging our products in the domestic offline market, our goal is to become a prominent Organic Beauty brand & reach every household of India.

3. How big is the market for the product? How fast is it growing? Is it a stable market?

The market is only poised for rapid growth in the coming five years, It is growing at a rate of 13-18 percent every year. The organic skincare market in India is likely to grow two-fold in the next five years and cross the Rs 1,000 crore mark by 2020 

4. What are the key metrics for success in the next six to 12 months?

  1. Engaging our existing customers to increase the repeat purchase
  2. Optimizing the customer acquisition cost
  3. Increase Brand Reach and Improving Brand recall
  4. Entering the Offline Market

5. Who are the investors? Do they take an active role?

They are a Singapore based fund. They mentor us in Operational challenges that we face and in Market Entry Strategies

  6. What are the top three issues preventing you from achieving your growth targets?

As a startup, we are faced with challenges every day and to pin down top 3 would be tough. It is how a startup can overcome those challenges is what counts so we are more focussed on overcoming the operational and strategic challenges and learning from them

7. What makes you work on this project? 

The brand was launched to bring lesser known skin elixirs to the fore through products that are rich in nutrients and high on luxury.

It all started when the founding team traveled across the length and breadth of India exploring the heritage of Ayurveda. It was the beginning of a lifelong romance as I understood the depth of its natural goodness and came up with the brand. I wanted to make these sacred recipes of India, which were known to only a few learned ones, to reach and benefit everyone.

8. Many startups in a similar segment began and closed, what do you think the reason behind failure?

The success of any startup is dependent on the team and we are lucky to have a diverse and strong team

9. Can we see Sacred Salts as a Milestone in beauty Market in the coming years?  

Definitely…We strive to achieve excellence in our products and we are confident that in the coming years we will be able to establish ourselves as “The Brand” in Organic Skin Care Segment

10.  What is the USP of your products?

We don’t use harsh preservatives like parabens but natural preservatives like oil that is self-preserving or safe-synthetics, which are approved by certified bodies’ for use in organic products globally.

More information can be found at https://www.sacredsalts.in/

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