mCaffeine’s retail strategy in international markets may differ from what it uses domestically idea that led to the introduction of the mCaffeine brand in the personal care area was discussed by Mohit Jain, Co-Founder, and Head of E-Commerce, at the webinar #EmpoweringD2C in partnership with Shipway.
Caffeinated personal care brand mCaffeine targets the millennial generation with high-volume, high-priced products. It’s a cutting-edge brand aimed at a younger demographic by tying up with Coupon brands such as CouponZania.com for Mcaffeine Coupons & Deals.
mCaffeine creates premium world-class products with caffeine at their core, employing coffee, tea, and chocolate. In addition to beauty care and cosmetics, the personal care start-up plans to enter new vertical markets such as male grooming. The focus is currently on India, but it has global potential in the future.
The idea that led to the introduction of the mCaffeine brand in the personal care area was discussed by Mohit Jain, Co-Founder, and Head of E-Commerce, at the webinar #EmpoweringD2C in partnership with Shipway.
There weren’t many lifestyle personal care products that people could be proud to use every day, so we filled the gap in the market,” he explains. The miracle chemical caffeine, which improves both skin and hair, was not employed as a key element in the products. As a result, we came up with the idea of fusing the two and introducing mCaffeine.”
This year the brand was re-launched in 2018, and it was an immediate success, generating revenues of Rs 5-6 crore. For the current fiscal year, we expect revenues of Rs 200 crore.” We hope to reach Rs 700 crore in sales in the next three years, using a variety of distribution methods “, he goes on to say.
Currently, the brand has 50 different products available to customers, with close to 20 to 25 of those coming out just this year.
“For our brand, the product density per unit sales is rather good. As a result, he argues, it’s the highest price currently available on the web market.
Currently, 34% of the brand’s revenue comes from its direct-to-consumer channel, 65% via marketplaces, and 1% from other sources.
As well as using numerous techniques on marketplaces, the company is aggressively promoting its items on various social media sites like Instagram, Facebook, and so on. Influencer marketing is another aspect of the business.
The TVC, which stars Shruti Hassan, Radhika Apte, and Vikrant Massey, was recently released. mCaffeine’s “Addicted To Good” premise will be communicated in an authentic yet approachable way in the brand film, according to him.
There is an underlying assumption that humans are creatures of habit who prefer repetition. One excellent behaviour generally leads to another, creating a positive feedback loop. ‘We want to get people addicted to doing good,’ he says. That’s why we’re running this campaign.
Setting foot on foreign soil
Since its inception five years ago, the company has gone a long way, and it now plans to expand both domestically and internationally.
There are over 1,000 offline touchpoints where customers can interact with the brand. Our goal is to reach 10,000 people in India in the next six months. For the time being, our worldwide presence consists of Nepal and the Maldives. We want to make our debut in the GCC market within the following two weeks. The brand will be launched in 20 countries in the next six months, including the United Arab Emirates, Saudi Arabia, Kuwait, Oman, the United States, the United Kingdom, Canada, and Egypt,” he asserts.
“As an online-first company, we’ll continue to use the same approach as we expand overseas. We’ll test the waters online for the first three to four months before moving into the real world. He says, “Initially, we plan to introduce 75 to 80 per cent of our items in overseas markets.”
Planned Activities in the Future
The brand’s new body wash line has been a tremendous hit with customers. In addition, the company intends to make significant investments in the hair care industry in the future.
“Five new products will be released in November, followed by another five in December,” the company said. For the time being, our concentration is on unisex goods, but we hope to expand into the men’s grooming market within the next year or two,” he says.