INDEX

TOPIC PAGE NO.

Introduction 3

Story
4-5
Vision/Mission

Objectives 6

Pestel Analysis 7-10

SWOT Analysis 11-13

Competitors 14

Strategy to sustain 15-16

Products & Services 17

Market Share 18

Marketing Strategy 19-20

Learnings 21

INTRODUCTION
The cosmetic industry is one of the largest industries which attracted a lot of
players because of its growth. The cosmetic industry also plays an important
role in the growth of the economy. The detailed project has been taken to
evaluate the strategies and technique of the industry which helps them and the
economy to grow. The cosmetics market was valued at $1.3 Billion in FY2020
and is estimated to grow at a double-digit CAGR of 16.39% through FY2026 to
reach $2.89 Billion by FY2026. This amazing growth of the cosmetic industry
is the result of the growing demand for cosmetic products, mainly from
teenagers and young adults, and the rapid digitalization of the industry, much to
the benefit of all.
If we talk about the cosmetic industry, Nykaa is one of the leading company
that offers various products from different brands on a single platform. Nykaa is
an Indian originating company which id operating multinational and it is one of
the company in the industry which has a great impact on the overall business
environment of the country. The project has been taken to understand the
company’s internal and external environment, its competitors, marketing
strategies, business environment etc. Nykaa, India’s first unicorn beauty E-
commerce start up has millions of customers.

THE NYKAA STORY

 INDIA’S LARGEST OMNICHANNEL BEAUTY
DESTINATION

Derived from the Sanskrit word ‘Nayaka’ meaning actress or one in the
spotlight, Nykaa is all about celebrating the star in each woman, and being her
confidante and companion as she embarks on her own journey to discover her
unique identity and personal style. From the widest selection of genuine beauty
products from around the world to beauty advice, Nykaa is truly passionate
about catering to your every beauty and wellness need. Because after all, Your
Beauty is Our Passion.
VISION
Bring inspiration and joy to people, everywhere, every day
MISSION
To create a world where our consumers have access to a finely curated,
authentic assortment of products and services that delight and elevate the
human spirit.
Nykaa is an India based brand that specialises in multi-beauty and personal care
products. It had been originally established as a sole e-commerce medium until
it later began setting up various retail outlets in many metropolitan cities across
the nation. The brand specialises in facilitating an extensive collection of
cosmetics, skincare, hair care, fragrances, bath and body, luxury as well as
wellness products for both women and men. The platform facilitates suitably
prepared and priced branded products, claiming to receive more than 1.5 million
per month across India.
Presently Nykaa has its stores in three formats namely Luxe, On
Trend, and Kiosks. With the Nykaa on Trend items being confined to trending
and fashionable brands, Nykaa’s Luxe stores feature more premium and luxury
brands such as Estee Lauder, Dior, Huda Beauty, and M.A.C Cosmetics as well
as a range of others.
Aside from women beauty, the platform also holds a range of grooming items
for men listed on the Nykaa Man website and app and also on Nykaa Network
which is an online community for beauty enthusiasts. As of now the company is
a firm believer in sticking to the vertical marketplace.
THE ORIGIN OF NYKAA
It all began in the year 2012 when Nykaa was established. On the lookout for a
promising business opportunity in the Indian nation Falguni Nayar came across
an inconsistency in the beauty items market in India which wasn’t at par with
the product’s scope in other nations like France or Japan, in spite of the high
demand, largely owing to the lack of product availability in many places. This
led to her setting up Nykaa alongside her husband Sanjay Nayar. Starting out as
an online corporation in the beginning the platform gradually shifted to an Omni
channel platform in the upcoming years.
Nykaa Hot Pink Friday Sale
#letspinkitup

Nykaa’s annual, beauty and fashion sale, named the ‘Pink Friday Sale’
generally starts in the month of November with over 2,400 participating
brands on up to 50% off, along with Rs 300 off for first-time shoppers, along
with 15-day return policy, the e-commerce platform offers in its Pink Friday
Sale. Apart from an array of combos, up to 50% off on Nykaa Cosmetics,
Nykaa Naturals – Hair and skin, Kay Beauty, Nykaa Fragrances, Nykaa
SkinRX, Wanderlust offers on Luxe brands such as Estee Lauder, Clinique,
M.A.C. Kiehl’s and so on also gets introduced during the sale. Nykaa’s
repertoire of coveted global brands, including the iconic Charlotte Tilbury,
Morphe, Nudestix, Huda Beauty, Elf Cosmetics are just some of the names that
are serving up the deals for Pink Friday.
OBJECTIVES OF THE STUDY
 To study the company's business strategy
 To identify Nykaa's competitors, products, and services
 To investigate the company's SWOT
 To understand the business environment in which Nykaa is sustaining
through PESTLE Analysis, VARS Analysis, COMPETITOR Analysis.
 Challenges faced by Nykaa under business environment
 It’s strategy to sustain in the market
 Research the company's marketing strategy.
 Examine the company's corporate social responsibility over the years.

PESTEL ANALYSIS
PESTEL analysis is a strategic planning and management methodology that is
widely utilized. It is an abbreviation for the macro business environment's
political, economic, social, technological, environmental, and legal concerns.
Nykaa.com – A Passion for Beauty operates in a complicated and dynamic
environment marked by legislative changes, increased environmental activism,
collective social trends, technology advancements, and a changing legal system.
POLITICAL FACTORS
Political considerations have a significant impact on Nykaa’s long-term
viability and profitability, according to PESTEL study. The company's
sensitivity to changes in political contexts in different nations grows as a result
of its international presence. The key to success in a dynamic international
business environment is to diversify systematic risks in a political context. A
country's political climate is made up of several different components. During
the strategic planning phase, Nykaa must examine the following political
factors:
 Political Stability: A stable and pleasant business climate with
predictable market growth trends is provided by high political stability.
However, when there is political chaos, investors are put off and
stakeholders' faith in economic and organisational performance is
harmed. Nykaa - A Passion for Beauty is currently present in a number of
nations, each with its own set of political problems. Growing tensions and
instability in the global political climate may have an impact on the
industry's growth and limit Nykaa’s growth potential.
 Changing Policies: Changes in government policy are detrimental to
company performance because they increase environmental uncertainty.
Nykaa must research current political trends in the country because
changes in government may alter the government's aims for the
development of various businesses.
 Taxation, trade restrictions, and intellectual property protection:
Taxation, trade restrictions, and intellectual property protection are all
issues that need to be addressed as entering into a nation with high tax
rates will have a direct impact on Nykaa’s profitability as taxation has a
negative impact on international trade and hinders exports. Nykaa can
enter low-tax markets and reap large earnings that can be put toward
research and development. The organisation may also conduct research
into industry-specific taxation rules in order to have a better
understanding of the host government's aims and interests in promoting
industries. High trade restrictions, on the other hand, might complicate
the business climate by reducing exports and undermining ties with
foreign trade partners.

ECONOMIC FACTORS
  Business Cycle Stage: Organizational performance is directly influenced
by a country's economic progress. Nykaa can benefit from
India's growing economies in a variety of ways as it offers wide-ranging
growth opportunity. It is also crucial to understand the stage of the
industry lifecycle. Due to market saturation, entering mature sectors
might be more difficult than entering businesses in the growth stage.
Furthermore, the amount of money invested on essential infrastructure
development by the host country government can have an impact on
Nykaa's performance. As a  well-developed infrastructure improves the
business environment and the gold industry's growth potential.
 Financial market efficiency: The financial market efficiency influences
Nykaa com A Passion for Beauty's worldwide expansion strategy, as
operating in highly efficient financial markets leads to greater liquidity
and a stronger ability to join new markets. Nykaa's to raise financing at
reasonable prices will be determined by the health and efficiency of
financial markets. In November, 2021 Nykaa celebrated its blockbuster
IPO with its share being 81.78 times subscribed and witnessed a massive
rise of its share listings, ensuring nearly 100% return for its investors.
 Inflation/ employement/ interest/exchange rate: The ability of
Nykaa to pursue its long-term growth initiatives will be determined by
the GDP growth rate. High GDP also signals the consumers’ ability to
spend more on offered products whereas h igh unemployment indicates
that there is a surplus of labour available at cheaper wages. Nykaa can cut
its production costs by operating in such a market. The interest rate and
its impact on borrowing ability and investment attitude should also be
carefully considered by the organisation. The high interest rate will
encourage people to invest and increase Nykaa's growth potential.
Finally, fluctuations in the exchange rate might affect profitability and
international trade. The significant volatility of the local currency could
be a cause of concern for Nykaa.

SOCIAL FACTOR
The cultural norms, values, and trends have a significant impact on
organisational culture. Through comprehensive PESTEL analysis, Nykaa can
build effective marketing messages and achieve company objectives by
understanding demographic trends, power structures, consumer purchasing
patterns, and shared opinions. Nykaa's marketing department can use the data
gathered from social and environmental analyses to target certain customer
groups and boost the appeal of supplied products to potential purchasers. In
order to undertake macro-environmental analysis, Nykaa must take into account
the following societal factors:

 Demographic Trends: For multinational company companies like

Nykaa, changes in demographic patterns such as ageing populations,
migration trends, and socio-economic variables are critical. Nykaa com A
Passion for Beauty. can choose the proper market segment/segments with
strong development potential by studying demographic data. Migration
has an impact on company and marketing tactics. It is critical for Nykaa
com A Passion for Beauty. to comprehend the general public's attitude
regarding migration, since this might have an impact on companies'
ability to bring international executives to the host country.
 Power Distance and Equality: The power distance within any society
shows the income inequality. Nykaa being an Indian brand must adjust its
business practices and must have something to offer people belonging to
different income groups.
 Online Shopping: Customers have been encouraged to shop online as a
result of the emergence of social media and e-commerce.  Younger
customers are more likely to shop online than older customers, so it's
important for Nykaa to understand online shopping behavior by factoring
demographic disparities. When establishing marketing and
communication strategies, keep in mind the expanding use of mobile
phones and social networking sites.

TECHNOLOGICAL FACTOR

The fourth factor in the PESTEL study is 'technology.' The relevance of

understanding technological issues during the strategic decision-making process
has grown as a result of rapid technological innovation around the globe.
Nykaa might benefit from a thorough examination of the technology
environment by capturing technological trends in order to gain specific
economic advantages, such as increased profitability, and improved operational
efficiency and customer experience. The following technological elements may
have an impact on Nykaa’s business performance:
  Social Media Marketing: Use of social media has become common in a
modern business environment. The advancement of information and
communication technologies has resulted in the adoption of novel
marketing methods to improve consumer collaboration. Nykaa as an
online E – commerce platform has created a strong social media presence
on various platforms. Nykaa’s four social media accounts consists of its
in-house brand My Nykaa, Nykaa beauty for promoting its e-commerce
platform, Nykaa fashion for its e-commerce apparel store, and Nykaa
beauty book that offers various beauty and makeup tips to the audience.
 Research and Development on technology and impact on cost
structure: To understand how new technologies influence the firm's
value chain and current cost structure, Nykaa must examine
competitor's investments on a micro and macro level. In a world where
creativity is being disrupted, research and development efforts are
critical. Nykaa should invest in disruptive technologies to maximise
earnings and re-invest profits in future disruptive technologies in such an
environment.

ENVIRONMENTAL FACTOR

Environmental analysis has become an important aspect of the PESTEL

analysis as environmental consciousness has grown and climatic circumstances
have changed. Distinct markets have different environmental norms, laws, and
regulations. Nykaa’s international presence necessitates careful consideration of
these distinctions in order to avoid unfavorable situations. Before opting to enter
a new market or launch a new product line, a thorough environmental
investigation is required. The following are some instances of environmental
issues that Nykaa must consider.

 Recycling and Waste Management: Due to increasing environmental

degradation and technological advancement, businesses are forced to
adopt innovative recycling and waste management practices. Nykaa has
also shifted towards recyclable packaging where instead of plastic wraps
they use cardboard and paper wraps for packaging.
 Eco-Friendly Products: Green/eco-friendly items are becoming
increasingly popular. Nykaa com A Passion for Beauty. may seize the
opportunity and use green business practises to gain stakeholders' trust.
People are also shifting towards organic products which are safe for their
health as well as for the environment. Nykaa has also diversified its
product line and has included organic eco-friendly products and brands in
its product line.
 SWOT ANALYSIS OF NYKAA

 STRENGTHS OF NYKAA
Nykaa has several strengths that help it to become one of India's leading e-
commerce enterprises in the beauty products area. These are:
 INNOVATION: Nykaa is continually introducing new products and
services to its product line and offerings in order to keep customers
interested and match the changing business environment by transitioning
from an online only to an omnichannel model.
 AFFORDABILITY: Demand is determined in part by one's ability to
pay and willingness to buy. Nykaa has considered this as well, and has
priced its products to meet the needs of many social classes.
 PROPERTY RIGHTS: A firm may own a variety of intellectual
property rights that distinguish its product offering and make it tough for
competitors to copy.
 GEOGRAPHICAL PRESENCE: As one of the company's greatest
strengths is its geographic presence in many places. It aids in determining
the company's reach in the target market and ensures easy access.
 WIDE RANGE OF PRODUCTS: Nykaa has done an excellent job of
displaying a wide choice of products in both online and offline stores to
keep clients from abandoning the brand due to a shortage of inventory.
 LESS CHARGING SUPPLIERS: Access to suppliers who can provide
lower-cost raw materials can help boost company's overall efficiency.
  STRONG SOCIAL MEDIA INTERACTION: With regular online
marketing, contests such as the Nykaa Beauty Femina Awards, brand
endorsement, publications, and web series, Nykaa has been able to attract
a large number of social media users as potential clients.
 WEAKNESSES OF NYKAA
Despite the fact that Nykaa is one of India's current market leaders in beauty
goods e-commerce, a number of flaws could hamper the company’s growth.
Some of them are:
 R&D: Due to a lack of local/international market expertise, a company's
performance may be harmed if it spends less on research and
development.
 CUSTOMER CARE: Nykaa despite being one of the most competent
players in the beauty and fashion space is falling behind when it comes to
resolving client concerns which can stifle their business growth.
 DELIEVERY CHARGES: Nykaa’s shipping policy includes free
delivery on orders over Rs. 499, which excludes certain potential
customers. Delievery charges makes customers sometimes refrain from
buying a product. On contrary, free shipping acts as a value addition.
 DECISION MAKING PROCESS: It has been observed that decision
making process of Nykaa consumes much too much time, causing
significant delays in the launch of new items.
 POOR WASTE MANAGEMENT: Environmentalists have chastised
Nykaa for its inadequate waste management and inability to incorporate
sustainability into its commercial operations.
 OPPORTUNITIES FOR NYKAA
 BUSINESS MODEL: Nykaa's business approach is scaling new
heights in terms of expanding its reach beyond domestic markets i.e.
internationally, which ultimately lead to higher profit margins.
 FOLLOWING TRENDS: Possessing solid market understanding, changing
client wants, tastes, and preferences can be an opportunity for Nykaa to tap on its
potential customers.
 NEW TECHNOLOGY: Innovation can be integrated into corporate
operations by developing new technologies to help the manufacturing
and delivery of products. Integration of advanced technology can
lower costs, increase productivity, and speed up the acceptance of new
products.
 GOVERNMENT SUBSIDIES: A favorable external environmental
aspect for Nykaa is government-provided subsidies and other
initiatives that make the business environment more friendly.
 E-COMMERCE & NETWORKING: Rise of e-commerce and
social media networking can be of utmost benefit to the company by
 ensuring a strong online presence across a variety of social media
platforms. This will stabilize the growth of the enterprise.
 EXPANDING REACH TO POPLULATION: The exponential
growth of the population, particularly the existing or future client
categories, presents the organization with a significant growth
opportunity. This can reach to masses especially through the word of
mouth of existing customer base.
 MATCHING LIFESTYLE OF CUSTOMERS: As customers'
lifestyles and standards improve, this implies more consumption of
consumer products and services & hence providing more opportunity
to stimulate purchases.
 THREATS TO NYKAA
Like any other business, Nykaa too has some threats. These include:
 HEALTH CONCERN: If the items offered are not environmentally
friendly, the growing trend of organic and cruelty-free products poses a
serious threat. Nykaa should now concentrate more on developing its
natural and organic product offerings. As non eco friendly activities can
lead to negative publicity and may even hamper brand image in the
market.
 ECONOMIC CONDITIONS: Deteriorated economic conditions of
people can affect the business because this lead to decline in purchasing
power of people as seen during pandemic.
 RISE IN COMPETITORS: The company's capacity to maintain and
increase its customer base is being harmed by an expanding number of
direct competitors such as Purplle, as well as indirect competitors such as
small firms selling organic and cruelty-free items.
 E-COMMERCE REGULATIONS: Nykaa is under threat from
changing legislative frameworks and the introduction of new, tougher
laws.  Inability to comply with the changing regulations increases the
risk of costly litigation.

COMPETITORS OF NYKAA

 PURPLLE: Purplle is a retail platform that currently

exclusively caters to Indian customers. They sell everything
from drugstore brands to high-end international brands that are
 difficult to come by in India. Their website isn't unique, but it
does offer beauty products at a reasonable price.
 STRAWBERRYNET: Strawberrynet is a discount retailer that
sells a wide range of beauty goods at afforadble prices. The
website is incredibly user-friendly, and its colourful built is sure
to catch any girl's attention. Despite the fact that it is an
international site, you can choose to have the prices displayed in
Rupees. Competitive price, incredible offers and customer
service are its usp.
 SHOPMISSA: "Everything for $1" is Shopmissa's powerful
mantra. Cosmetic companies such as e.l.f., Santee, LA Colors,
KleanColor, Nicha K, Starry Princessa, and others are well
represented on this platform. In addition to cosmetic items, they
sell jewellery, charms, and accessories. Their uniqueness is 1$
products.
 THESKINSTORE: Theskinstore is a Bangalore-based skin care
business that offers Indian customers dermatological skin care expertise
and specific goods. The products on their website are classified based on
different concerns or ailments such as dry skin, acne prone skin, damaged
hair, chapped lips, facial pigmentation, and so on. Dermatologist
recommended brands is what differentiates them from the other brands.

SITES SHIPPING DELIEVERY DUTY SERVICE

COST TO TIME CHARGE BASE
INDIA

CHALLENGES FOR NYKAA

 In the early stage of their business Nykaa faced problem in collaborating
with big brands as brands were not convinced with the idea of putting
their exclusive products with some low-cost products. They felt this could
ruin their brand value.
  Then another challenge for Nykaa was to remain interesting for shoppers.
If they fail to provide an amazing customer experience, they might lose
on some customers to their competitors and that will hurt brand equity.
 In the year 2019 Nykaa faced another challenge as they got filed by a
French cosmetic giant, L’Oréal at Delhi High Court, alleging that Nykaa
has infringed copyrights. The case on Nykaa was due to the similarity
that the French cosmetic major found out in some packaging that Nykaa
does, which was similar to the Maybelline brand.
 Another big challenge for Nykaa could upcoming project of TATA. Tata
Digital is reportedly planning to launch a new ecommerce platform
exclusively to sell beauty and cosmetic products and could be a threat to
Nykaa, Purplle and other online cosmetic selling brands.

USP OF NYKAA

The expansion of Nykaa was fueled by a number of causes.

 Nykaa tried to solve a unique problem with a unique

solution: Nykaa began selling legitimate products directly
through its self-built e-commerce site after forming partnerships
with national and international beauty and wellness businesses.
Nykaa's curation of a diverse selection of items and product
categories, backed by a guarantee of authenticity, ensuring that
clients finally had a reliable source for beauty and wellness
products without having to leave their homes led to its success.

 Nykaa started small but had a clear vision: Nykaa grew

slowly yet gradually, not relying on low prices to entice new
clients. Their mission was simple: to supply high-quality goods
at reasonable pricing. Nykaa was able to turn profitable at an
early stage because to this profitability over growth strategy,
which is still a pipe dream for most new-age firms.
  Nykaa’s entry into retail market at the right time: Nykaa
built a strong omni-channel presence with the establishment of
its first store, allowing customers to check out a wide choice of
products in person. Retail outlets also ensured that more people
learned about Nykaa, enhancing the brand's visibility among all
age groups and among the city's most innovative businesses.
 Launch of Nykaa Fashion & Nykaa Man: Both of these bold
initiatives paid off for Nykaa, allowing the company to grow
into a multi-brand organization with a national presence. Nykaa
fashion, a curated marketplace for fashion and lifestyle products
and Nykaa Man, a platform dedicated just to men's grooming.
 Direct purchase from brands: They buy directly from the
brand itself which aids in obtaining a big commission on
products. They do not offer their own discounts. Discounts are
given by the brands that do not cut their commission.
 Delievery of consumable content: Nykaa's USP is its content,
which helps clients make the best choices for their beauty and
wellbeing needs. They offer quality content through their DIY’s,
makeup tutorials and influencer marketing that guide the
consumer in making the right choice.

STRATEGY TO SUSTAIN

Following its recent spectacular IPO, multi-brand cosmetics Nykaa is focusing

on profitability, developing a long-term business, and omni-channel expansion.
"I think the IPO made a lot of sense for us," Anchit Nayar, Nykaa's CEO for
beauty e-commerce, told ET Online. "It's something that's always been planned
since the beginning." Falguni Nayar, the founder of Nykaa, is a former
investment banker. She has taken a number of firms public and understands the
value that public markets provide to a company in terms of corporate
governance and long-term viability."

• Nykaa is a large cosmetics company that sells a wide range of beauty, fashion,
and health products on both physical and internet platforms.

• Nykaa invests heavily in its content marketing and overall digital marketing
efforts to attract, convert, and retain its audience.

• The brand includes an easy-to-use website and app, kiosks and pop-up stores,
and dedicated offline locations, all of which contribute to its market position.

• It employs a community-based strategy to assist the audience in gaining value

even before they become clients.

• Nykaa has received honours, prizes, and recognition for its retail and e-
commerce innovations.

• Its omnichannel experience distinguishes it and distinguishes it as a one-of-a-

kind brand.

Nykaa has established itself as one of India's most successful businesses. It is

one of the industry's leading beauty and wellness firms. It represents trust, well-
being, and care for all of its customers. Nykaa offers low-cost products,
excellent customer service, social media material, YouTube videos, and blogs.
Furthermore, everything the company produces follows Nykaa's marketing
approach and is aimed to gratify customers as much as possible, even before
they try out the product. Nykaa is now the most successful omnichannel beauty
platform in the world.

PRODUCTS & SERVICES

Nykaa provides a huge selection of over 2 lakh products from over 2400
manufacturers all over the world. In Mumbai, Pune, Kolkata, Haryana, and New
Delhi, it operates inventory-based warehouses. Nykaa Luxe, Nykaa beauty
kiosks, and Nykaa on Trend are its three offline stores.
The Luxe boutiques feature all of the world's most prestigious brands, such as
MAC, Dior, and Huda Beauty, while the Nykaa on Trend area categorises the
brands based on their popularity in each country. Kay Beauty, 20Dresses, Pipa
Bella, Masaba, Nykaa Naturals, RSVP, and Nykd by Nykaa are among the
company's well-known in-house brands.

Skin, hair, makeup, fragrance, appliances, grooming, natural, pet care, pop-ups,
gift cards, men's store, mom & baby, and health & wellness are among the
categories covered. Adidas, Allen Cooper, Innisfree, American Eagle, Lakme,
Anna Claire, Baidyanath, Dr. Morepan, Bare Essentials, Dove, and Benefit
Cosmetics are some of the most popular brands.

Bio-Oil, elf. Cosmetics, Bioderma, Blue Heaven, and Body Care, Calvin Klein,
Caprese, Clean & Clear, Colorbar, Dabur, Elle 18, and Daniel Wellington are
among the newcomers to the list. Estee Lauder, Garnier, Faces Canada, Glam
glow, Fabindia, Giordano, Herbal Essence, INDYA, Helix, Jockey, Kredo, and
Insight Cosmetics are among the brands represented.

Also offered are brands such as LA Girl, Nivea, Old Spice, Lino Perros, Lotus
Herbals, Opium Eyewear, Park Avenue, Skyska, Teen Beauty, and Van Heusen.
Van Heusen, You Bella, Zero Gravity, Yellow Chimes, VWash, Wet n Wild,
Voylla, Whiskers, Vogue Eyewear, and Yardley London are among the brands
available.
MARKET SHARE
MARKETING STRATEGY
 SOCIAL MEDIA MARKETING: Nykaa as an online E – commerce
platform has created a strong social media presence on various platforms.
Nykaa’s four social media accounts consists of its in-house brand My
Nykaa, Nykaa beauty for promoting its e-commerce platform, Nykaa
fashion for its e-commerce apparel store, and Nykaa beauty book that
offers various beauty and makeup tips to the audience. Each of its
account serves different purpose. Nykaa is ruling the social space with its
engaging content and its marketing strategy is designed to ensure rolling
of informative and appealing content on time.

 CONTENT MARKETING: Nykaa’s creative team of young

professionals is consistently working towards delivering consumable
content to its customers. Content marketing strategy is one of the most
powerful tool that drives ample customer base through their video content
which includes DIYs, makeup tutorials etc. Not only this, Nykaa has its own
blog, “Nykaa beauty book,” where it publishes beauty, makeup, and personal
care blogs.

 YOUTUBE MARKETING: Nykaa’s marketing strategy comprises of a

comprehensive YouTube marketing plan. Nykaa has a YouTube channel
named “Nykaa TV” which focuses not on selling its product but offers
bite - sized content to its target audience which involves beauty, personal
care tips, makeup hacks, and much more. Its YouTube playlist provide a
wide variety of content, including beauty horoscopes, bridal makeup
techniques, celebrity beauty secrets, and so on. Additionally, the firm
uses YouTube ads to reach out to its customers. 

 INFLUENCER MARKETING:  Influencer marketing remains one of

the most effective and cost-efficient ways to communicate with
customers, and is hence, a vital element of Nykaa’s marketing strategy.
Nykaa believes in establishing long-term connections with influencers to
build consumer trust and engagement. It has created a community of
people who share ideas and suggestions, get inspired, learn, and watch
new videos. Such strategy helps in retaining customers and attracting new
ones. Nykaa currently has Janhvi Kapoor as its brand ambassador. At the
same time, it got global recognition with its highly publicized
collaboration with Indian actress Katrina Kaif.
 E-MAIL MARKETING: Nykaa has skillfully used email marketing to
its full potential. Promotional efforts of the company include sending out
emails to highly engaged buyers, including trending content that provides
a glimpse at current industry trends. These emails offer an early look at
any upcoming sales, urging consumers to visit the online store. Their
email marketing plan has performed exceptionally well, with high
engagement and conversion rates.

 EVENT MARKETING:  Event marketing has proved to be the most

prominent way to pitch the right customer at the right time and right
place. For the last 3 years, Nykaa is sponsoring the most popular event
Femina Miss India. It has even sponsored various college fests and events
like the Red Brick Summit, 2019 IIM Ahmedabad, and Mood Indigo, a
Mumbai college fest. Nykaa’s efforts paid off through its increasing
brand value by sponsoring one of the largest beauty events in India
making it one of the best beauty and wellness giants in the market.

 SEARCH ENGINE OPTIMIZATION (SEO): Nykaa has enlisted the

help of search engine optimization services in order to improve organic
research and keep on top of market trends. Nykaa had their content
optimized with prospective keywords that appear high in search results,
as well as their blogs and articles to be easily indexed and searchable by
Google. Nykaa also had them primed for Google Answer Box.

LEARNINGS
 Nykaa being an online E-Commerce platform, needs to be on its toes
when it comes to technological advancement and must adapt to the
changing environment.
 Nykaa has the most intensive and successful business marketing strategy
inclusive of social media marketing, YouTube marketing, content
marketing, and event marketing. Nykaa always come up with some fresh
idea and tries to deliver something new to customer.
 Nykaa’s biggest competitor in Indian market is Purplle and in global
market Nykaa is competing with Strawberrynet. But still Nykaa is
having an edge over them as it provides widest range of products at most
pocket friendly pricing.
 The digital world has merged with physical shopping, and e-commerce
capability, it is no longer limited to traditional websites. And so has
Nykaa as it transformed its whole website to provide customer with best
shopping experience and not only this Nykaa has also launched its brick
and mortal stores.
 Nykaa is a direct-to-consumer (D2C) consumer items eCommerce firm
with an inventory-based business model. The firm buys its products
directly from producers and stores them in specified warehouses in New
Delhi, Mumbai, and Bangalore. These items are available for purchase
on Nykaa's website or in one of the company's three offline retail
formats: Nykaa Luxe, Nykaa On Trend, and Nykaa Kiosks.
 It must undertake additional promotional activities to bring awareness
regarding products in the men section as most assume that the business
of Nykaa is restricted to the Women category.