Mumbai: Whiskers India specialises in unisex grooming products, offering a wide range of beard care, skincare and bodycare items. The brand has also announced its retail collaboration with Fashion Factory. Through this partnership, the brand gets a consumer base and all India reach whereas Fashion Factory has entrusted this partnership with products at the right price with its brand ambassador and also a partner at Whiskers India, Rannvijay Singha.
Within a short amount of time, the brand established a significant presence in the national market scene thanks to the efforts of a group of people who are driving the brand, its expansion plans, and its strategies. The brand has rapidly expanded its presence in Delhi, Ahmedabad, Mumbai, Pune, Goa, Chennai, Bangalore, Cochin, Kolkata, Siliguri and other major cities of India. Its products are available on both offline as well as online platforms including various e-commerce platforms like Amazon, Flipkart, BigBasket, and JioMart. Furthermore, the brand has an expanding offline presence in over 3000 stores nationwide collaborating with retail chains across India such as Fashion Factory, Spar, Spencer's, Frank Ross, Modern Bazaar, Style Bazaar, M Bazaar, V2, Reliance Smart, Ushodaya, Dus Minute, Noble Plus, Wellness Forever and Planet Health.
Neeja has played a key role in elevating Whiskers India from a regional entity to a nationally recognised brand, steering the development of sales, marketing, and distribution strategies. Her innovative approaches in media and market targeting have broadened Whiskers India's presence across diverse demographics in India. Neeja actively engages with Rannvijay Singha, ensuring a continuous drive for the brand's advancement. Moreover, she also holds responsibility for deciding on the introduction of various new product lines for the brand. Additionally, Neeja duly performs her role at Whiskers India alongside the brand’s founder Aakash Goswami, and its co-founder Anup Goswami.
Indiantelevision.com’s Rohin Ramesh caught up in an interaction with Whiskers India CEO Neeja Shah Goswami. She shared valuable insights into various facets of the Whiskers India brand, offering a glimpse into its journey and future direction.
Edited excerpts
On the recent collaboration between Whiskers India and Reliance’s Fashion Factory, Spencer’s and Tata 1mg.
Whiskers India has recently formed strategic collaborations with Reliance’s Fashion Factory, Spencer’s and Tata 1mg to expand its reach and enhance its brand presence in the market. These partnerships were developed to target a shared consumer base, primarily young, aspirational Indians.
Through our collaboration with Fashion Factory, Whiskers India gets the consumer base and all India reach whereas Fashion Factory has entrusted this partnership with superior quality products at the right price with a star-studded brand ambassador, Rannvijay Singha of Whiskers India. Whiskers India’s products such as its entire range of 9 perfumes, 3 deodorants and entire White range of Aloe Vera Face Wash, Face Scrub and Mud Pack along with Beard Oil, Beard Wash and Hair Serum are initially available in the top 30 Fashion Factory outlets with plans to expand to all their 100 + outlets.
With its established presence in urban centers, Spencer’s will also carry the complete range of Whiskers India products. This includes Whiskers India’s huge range of beard care and unisex skin care, body care and tattoo care products along with fragrance ranges such as deodorants and perfumes across its 40 stores in major cities, providing an opportunity for consumers to explore these unisex personal care items in-store.
Additionally, Tata 1mg will feature Whiskers India products both online and in its offline stores across 40 cities. This partnership allows for greater accessibility, as key products available through Tata 1mg include its three fragrance ranges which include deodorants and perfumes of Ronin, Satan and Blood. Additionally, it will feature its skincare range which includes Aloe Vera Face Wash, Aloe Vera Face Scrub, Charcoal Face Wash and Walnut Face Scrub.
Overall, these collaborations not only enhance the accessibility of Whiskers India’s products but also align with its aim to cater to a large segment of lifestyle consumers.
We want to be a household brand. This would need a solid presence and building trust with the consumer. Hence, we chose modern trade chains which has taken us a lot of hard work and strategic human resources, but we are proudly present in 3000 modern trade outlets across India. We have had close communication with our partners and on-ground team to know what the consumer wants and that has helped the brand’s steady development.
On strategies you implement to ensure this growth, especially in a competitive market.
In my role at Whiskers India, I have seen the brand transform from a regional player to a nationally recognised brand. I have focused on developing effective sales, marketing and distribution strategies that align with our growth trajectory. By implementing innovative media approaches and targeted marketing, I’ve successfully broadened our presence across diverse demographics in India.
I actively collaborate with Rannvijay Singha, our partner and a well-known public figure to drive continuous advancement for Whiskers India. Additionally, I am responsible for introducing various new product lines where we introduced fragrance ranges for the men, women and unisex categories, ensuring they meet our strategic goals. Working closely with our founder, Mr. Aakash Goswami and co-founder, Mr. Anup Goswami, I strive to position Whiskers India for ongoing success.
On steering the development of sales, marketing, and distribution strategies to align with the company's growth trajectory
It was a learning experience for us. We surely failed a few times and made bad choices, but we did not take or have much time to figure it out as we had big orders pending. So first we tried national distribution channels when we were just in Tier 1 cities and then we slowly figured warehouses and distributors as we grew in tier two and three cities. One strategy does not work for all, it depends on how one wants to position the brand and where one wants to grow it. Eventually, one will have to go back to the board several times.
On leveraging the reach of retail giants like Spencer’s and Tata 1mg for distribution
We plan to leverage the reach of retail giants like Spencer’s and Tata 1mg to significantly enhance our distribution strategy. Partnering with these established retailers allows Whiskers India to tap into their extensive networks and customer bases, particularly among young, aspirational consumers who are increasingly looking for quality personal care products.
With Spencer’s, we benefit from their presence in major urban centres, where our products can be prominently displayed and easily accessible to consumers. This visibility is crucial for brand recognition and allows us to connect with customers directly in a retail environment.
Similarly, Tata 1mg's robust offline and online presence provides us with a unique opportunity to reach a diverse audience across various regions. By offering our products through their platforms, we can cater to consumers who prefer the convenience of online shopping, as well as those who enjoy the in-store experience.
On Rannvijay Singha involvement in shaping the brand’s identity and appealing to a wider audience
Rannvijay Singha has been a part of Whiskers India since the beginning. He has a big fan following and he is an extremely nice and disciplined person and that fan following also kind of gives a big boost to the brand. By being a partner of our brand, he ensures a continuous drive for Whiskers India's advancement and future growth.
Rannvijay’s involvement does add value for sure because for us he is more than a celebrity. How he conducts himself as a person and as a celebrity, the kind of work that he does, the kind of image that he has that also speaks a lot about who we are as a brand.
On the importance of celebrity endorsement in the personal care space, especially in an age where digital influencers also play a key role in brand promotion
Celebrity endorsement is quite important in the personal care space, especially in an age where digital influencers also play a significant role in brand promotion. While celebrity endorsements can boost visibility and credibility, their impact is most effective when the celebrity is genuinely committed and loyal to the brand. Authenticity resonates with consumers, making them more likely to trust and engage with the product. In contrast, influencers can offer a more relatable and personalized connection, often leading to strong engagement. Ultimately, a combination of both can create a powerful promotional strategy.
On the rise of e-commerce and digital platforms
At Whiskers India, we have embraced a dual approach to our marketing strategies, integrating both offline and digital methods to reach a broader audience.
For our offline marketing, we utilise channels such as cinema advertisements, cabs and bus shelters to engage with consumers in everyday settings. This helps us capture attention in high-traffic areas and connect with potential customers directly which also builds brand recall.
On the digital front, we have adopted targeted strategies that include Meta ads and Google ads to effectively reach and engage with a wider audience online. By leveraging data analytics, we tailor our campaigns to specific demographics and interests, ensuring that our messaging resonates with potential consumers.
This comprehensive strategy allows us to maximise our visibility across various platforms, driving brand awareness in the evolving e-commerce landscape.
On the role platforms like Tata 1mg playing key role in Whiskers India’s e-commerce strategy
Platforms like Tata 1mg will play a crucial role in Whiskers India’s e-commerce strategy by enhancing our visibility and accessibility to consumers. Our goal is to be available on all possible platforms that have a high reach, and Tata 1mg provides an established marketplace with a vast audience.
By partnering with Tata 1mg, we not only ensure broader reach but also benefit from their strong brand reputation. This association helps build trust with consumers, as they often prefer purchasing from recognised platforms. The credibility of Tata 1mg can reassure potential customers about the quality and authenticity of our products.
Additionally, Tata 1mg's user-friendly interface and customer-centric services can facilitate a seamless shopping experience. This is essential in attracting and retaining customers, as well as encouraging repeat purchases.
Leveraging Tata 1mg as part of our e-commerce strategy allows Whiskers India to maximize reach, build consumer trust and enhance the overall shopping experience, ultimately driving growth in our sales and brand loyalty.
On steps you are taking to ensure eco-friendly and sustainable production processes
Sustainability is indeed a crucial factor in the personal care industry, and we are committed to implementing eco-friendly and sustainable production processes. One of our primary steps is ensuring that waste is effectively recycled. We actively seek to minimise waste at every stage of production.
As part of our sustainability initiative for our Rakhi hamper for brother and sister products, we included a unique note that transforms into a basil plant. This thoughtful addition reflects our commitment to eco-friendly practices and enhances the overall gifting experience.
On challenges you face in scaling Whiskers India nationally, and how did you overcome them
Scaling Whiskers India nationally came with its challenges, particularly in building long-term relationships with consumers. Today’s consumers are diligent and particular with what we provide them, they expect transparency and clear communication about what a brand stands for and what it offers. Unlike earlier times, when people relied on just a few brands, today's market is saturated with options, both international and domestic.
One significant challenge we faced was positioning our products in a way that resonated with a diverse audience. When we began our modern trade initiatives, such as partnerships with Reliance, we ensured that beauty advisors were available at the shelves to gather consumer feedback. We quickly learned that many customers were confused about our products being labelled as men's grooming products. They expressed to our beauty advisors that they, along with family members, found our face wash effective regardless of gender. This insight led us to expand our unisex product range.
By listening to our consumers and adapting our offerings based on their feedback, we have been able to better align our brand with their expectations, fostering stronger connections and driving growth in the process.
On emerging trends in personal care you believe will shape the future of Whiskers India and plans for international expansion
I believe that innovation in product development is crucial for Whiskers India’s continued growth and success. In today’s competitive personal care market, we must constantly evolve our offerings to meet the changing preferences of consumers, especially the youth who gravitate towards unisex personal care products. We are committed to researching and developing new formulations that incorporate the latest trends such as gender-inclusive products as it is our core identity as a brand. Our focus on innovation also extends to packaging design, where we aim to create user-friendly and gender-neutral solutions. By fostering a culture of creativity and responsiveness within our team, we can ensure that Whiskers India remains at the forefront of the industry, delivering products that resonate with our customers and meet their diverse needs.
We have exciting plans for international expansion. Next year, we will begin exporting, primarily focusing on the Middle East and MENA regions. Our team is actively building the necessary platform for this initiative and initial discussions with various distributors and channels have shown promising responses. Additionally, in online marketplaces, we are seeing positive engagement and responsiveness which bodes well to reach a larger audience.
