Our goal is to constantly improve and create the best products for our customers, not just to receive positive feedback - ANKIT - WISHCARE
By Rachit Juneja
Feb. 3, 2023
Introduction and background
My business journey began with my brother Ayush and my wife Stuti. I've worked in the corporate world for about eight years. I've lived in several major Indian cities, including Bangalore, Hyderabad, Mumbai, and Delhi. Because of the nature of my job, we had to relocate several timesWe started the company because we noticed that the water in cities like Bangalore and Hyderabad was causing hair loss for us, despite the fact that everything seemed fine when we returned to our home town. To combat this, we turned to cold-pressed oil and discovered the difference between normal oil and cold-pressed oil. Normal oils on the market are mostly mineral oil derived from petroleum, which does nothing for our hair except add a layer of shine. That's when we started looking into cold-pressed oil and discovered it worked like a charm for us.
The process from sourcing to selling
We began by sourcing directly from farmers and providing samples to friends and family. We launched our brand, Wishcare, in response to the overwhelmingly positive feedback. My wife handles tech and influencer marketing, and my brother, who has a background in finance, handles operations and finance. I bring my experience as a digital marketing specialist from my 7 years at Google India.Our one-of-a-kind skill set and ability to find a product that works with cold-pressed oil earned us great reviews and allowed us to make a once-premium product more affordable to everyone. We are proud of how far we have come and are eager to expand our brand.
How’s the price sensitivity mindset affecting the haircare industry?
As an Indian, I've noticed that oiling has long been a part of our culture. However, in order to maintain their margins and price point, large FMCG companies have increased the mineral oil content in the oil over time. This mineral oil, also known as liquid paraffin wax, is a petroleum byproduct with no hair care benefits. In fact, as the mineral oil content has increased, the effect of oiling has diminished significantly.
Most popular oil brands in the market today contain 90% mineral oil, 5% oil, and a trace of fragrance. Pure oil, on the other hand, contains all of the beneficial ingredients for hair care. The difference in the product is due to the price sensitivity of Indian customers, but it does not have the same impact as pure oil. That is the distinction between traditional and modern oiling.
How long does it take for a layman customer to feel the difference between pure oil and other oils with chemical additives?
The difference in the effectiveness of oil can be felt within a week of usage. When you apply hair oil that is 90% mineral oil (LLP) versus 100% pure oil, you will notice a difference within a week.
How would you describe your ideal customer?
In summary, the company offers 55 products, including 10 cold-pressed hair oils, to customers who are concerned about the ingredients in their skincare products. The company emphasises the transparency of the ingredients in their products, as well as the fact that they are 100% safe, stable, and suitable for sensitive skin, derived primarily from natural ingredients. Because of increased awareness of natural and pure products, particularly following the COVID-19 pandemic, the customer base has expanded to all tiers of India. The ideal customer is young and well-informed about the ingredients in their skincare products.
Wishcare’s product journey
The company began as a small three-person team selling high-quality cold-pressed oil. It was difficult at first to persuade customers to pay more for the product, but the brand gradually gained organic traction through celebrity features on YouTube and Instagram.We also recognised that customers preferred ready-made products, so we introduced pre-blended oils for specific hair concerns. The brand now has 55 products and is growing to meet the needs of customers who are concerned about the ingredients in their products and the benefits of each ingredient. With growing awareness of natural and pure products, the brand's customer base has expanded from tier 1 to all tiers in India.
Top three marketing channels that are driving significant impact?
The marketing channels for our brand are divided into two parts:(1) e-commerce platforms such as Amazon and Flipkart, where transactions take place and we try to maximise visibility, and
(2) Wishcare's website, where the focus is on building awareness through influencer marketing, Instagram, and then converting that awareness into sales through Facebook paid ads.
Wishcare’s primary communication
We have always believed in the importance of ingredients as a brand, which is reflected in our tagline "Ingredients Matter." We don't simply accept other people's claims or rely on celebrity endorsements. Instead, we encourage our customers to read the product labels and understand the ingredients. We also strive to be completely transparent with our customers and influencers. We value customer feedback and have launched several products based on their suggestions. Our first product line was developed in response to customer requests, and we have continued to develop new products in response to their inquiries. When we work with influencers, we give them enough time to try the product and provide feedback. Our goal is to constantly improve.
Views on influencer marketing
Paid collaborations, I believe, are not always the best way to promote a product. I devote half of my time to product development and strive for organic features at all times. This is due to the fact that an authentic, organic feature can have a greater impact than paid collaborations. When a celebrity influencer mentioned our product in a DIY routine, our brand experienced an increase in demand. I also believe in keeping healthy stock and never running out of supplies. This keeps our brand relevant and in demand. When working with influencers, I encourage them to be honest about the product and not just highlight the brand's main selling point. This helps us to build a better and more authentic relationship with our customers.
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