STRATEGIC CONSULTATION TO
VILVAH STORE
Presented By : Learning Team 5
1
INTRODUCTION
Vilvah Store is a leading Indian organic skincare brand founded by Kruthika Sriram in 2017. The brand was created with a
vision to provide clean, sustainable, and effective skincare solutions using farm-sourced, natural ingredients such as goat
milk, moringa, honey, and plant-based oils. With a focus on zero-waste packaging, cruelty-free products, and chemical-free
formulations, Vilvah has gained a strong reputation among eco-conscious consumers.
Operating on a direct-to-consumer (D2C) model, Vilvah primarily sells its products through its website, offline stores, and
online marketplaces like Nykaa, Amazon, and Flipkart. Competing with brands like Juicy Chemistry, Earth Rhythm, and Plum,
Vilvah has successfully positioned itself as a premium organic skincare brand that bridges the gap between luxury skincare
and sustainability.
2
THE INDIAN ORGANIC SKINCARE MARKET
The Indian organic skincare industry has witnessed significant growth in recent
years, driven by increasing awareness of clean beauty, sustainable living, and
natural skincare benefits. The market is projected to grow at a CAGR of 10-12%,
fueled by factors such as:
· Rising consumer demand for toxin-free, cruelty-free, and plant-based
products.
· Government initiatives and regulations promoting organic and sustainable
beauty practices.
3
PURPOSE OF THE REPORT
This report aims to develop a business transformation strategy for Vilvah Store
to:
✅ Expand its market presence both domestically and internationally.
✅ Leverage digital transformation to enhance consumer engagement and
operational efficiency.
✅ Strengthen sustainability initiatives by optimizing eco-friendly production
and packaging.
✅ Diversify its product offerings to cater to evolving skincare needs.
✅ Enhance competitive positioning by adopting innovative marketing
strategies and strategic partnerships.
4
EXTERNAL ANALYSIS
Political Factors :· Import & Export Policies: With Economical Factors : · Rising Disposable Income: Social Factors : · Growing Demand for Organic
Vilvah looking at global expansion, trade The premium skincare segment in India is Beauty: Consumers are becoming conscious
policies, custom duties on raw materials, and growing due to increased purchasing power, about harmful chemicals in skincare, increasing
export regulations for organic skincare leading to higher demand for organic and clean the preference for sustainable, cruelty-free,
products impact business operations. beauty brands like Vilvah. and natural brands.
Technological factors : · Sustainable Production Environmental Factors : · Eco-friendly & Legal Factors : · Intellectual Property &
Techniques: Technological advancements in Sustainable Practices: Consumers now demand Branding: Protection of Vilvah’s product
biodegradable packaging and green chemistry zero-waste packaging, carbon-neutral formulas, packaging designs, and branding
formulations enable Vilvah to reduce its carbon production, and sustainable ingredient through trademarks and patents is critical to
footprint. sourcing—areas where Vilvah has an advantage. avoid imitation by competitors.
5
INTERNAL ANALYSIS
Opportunities :
Strengths :
A. Expansion into Physical Retail stores
A. Farm - to- face Concept
B. Product Line Diversification
B. Strong Brand Identity
C. Rising trend of Clean Beauty
C. D2C Success
D.Collaboration with Influencers
D. Sustainable Packaging
Weaknesses : Threats :
A. Limited Offline Presence A. Intense Competition
B. Premium Pricing B. Regulatory Challenges
C. Brand Awareness Gap C. Market Saturation
6
PAIN POINTS
Profit Decline – Rising raw material costs and heavy discounting have squeezed
1 margins.
Fierce Competition – Brands like Juicy Chemistry & Earth Rhythm offer aggressive
2 pricing & promotions.
Weak Offline Presence – Limited availability in retail stores reduces customer trust
3 & trial opportunities.
7
TRANSFORMATION STRATEGY
Market Expansion
· Urban & Tier-2/3 Market Penetration: Increase brand
awareness through regional influencers and vernacular ads. Existing Products New Products
· Offline Expansion: Enter premium retail stores (Sephora,
Health & Glow, department stores).
Market Penetration
International Growth: Enter the UAE, UK, and Singapore Product Development
(Increase brand
Existing Markets (New organic skincare
through e-commerce and local partnerships awareness, retail
variants)
expansion)
Product & Service Innovation Market Development
(International
Diversification (Launch
New Markets sustainable beauty
· Launch a luxury organic skincare line (targeting expansion, tier-2/3
accessories)
premium customers). cities)
· Introduce subscription-based skincare kits (monthly
personalized routine).
· Develop multi-functional skincare products (e.g.,
cleanser + toner + moisturizer in one).
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DIFFERENTIATION
· Unique farm-to-face skincare concept
· AI-driven personalization
· Expansion into premium market segments
Outcome: Strong brand loyalty, high margins, and
long-term sustainability.
9
KEY PERFORMANCE INDICATORS (KPIS)
Marketing & Customer Engagement KPIs:
1 Website Traffic Growth: Target 50% increase in 6 months.
Conversion Rate: Improve from 2% to 5% through optimized UX & digital ads.
Social Media Engagement: Increase Instagram & YouTube follower growth by 40%.
Customer Retention Rate: Aim for 65%+ through loyalty programs.
Financial KPIs:
2 Revenue Growth: Achieve 20-30% YOY growth.
Profit Margins: Improve from 35% to 45% by cost optimization.
Customer Lifetime Value (CLV): Increase by 30% through subscription models.
Operational & Product KPIs:
3 New Product Sales Contribution: Ensure 15-20% of revenue from new product lines.
Cost Savings from Supply Chain Efficiency: Reduce sourcing costs by 10%.
Time to Market for New Products: Reduce R&D cycle from 9 to 6 months.
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CONCLUSION
Vilvah Store, a promising player in the Indian organic skincare market, faces both challenges and opportunities in an increasingly competitive landscape. Through a
structured business transformation strategy, the brand can overcome its recent profit decline and position itself for sustainable growth.
By leveraging market expansion, product innovation, digital transformation, and cost optimization, Vilvah can strengthen its competitive advantage. Strategic
frameworks like Porter’s Generic Strategies, Ansoff Matrix, and Blue Ocean Strategy provide actionable insights to differentiate the brand while optimizing
operations for efficiency.
The feasibility and implementation roadmap, supported by a cost-benefit analysis and KPI dashboard, ensures a data-driven approach to execution. Short-term wins,
medium-term improvements, and long-term scalability will help Vilvah regain its financial momentum and reinforce its brand presence in the organic skincare
sector.
THANK YOU!!
