Earth Rhythm opens 12 kiosks across India, plans to open 70

By

Isabelle Crossley

Published
Oct 14, 2022

Earth Rhythm has opened 12 kiosks across Tier 1 and 2 cities as its first foray into offline retail. The natural beauty and skincare brand plans to open over 70 kiosks across the country and enter international markets. 

“It’s crucial to establish our presence offline as well after making a lot of noise online on the major e-commerce sites,” said Earth Rhythm’s founder and CEO Harini Sivakumar at the launch of one of the kiosks, ET Retail reported. 
 
Earth Rhythm has launched its kiosks across Mumbai, New Delhi, Bengaluru, Chennai, Raipur, Chandigarh, and Dehradun. The kiosks retail the brand’s products ranging from moisturising body yoghurts, deodorants, and Vitamin C serums to kajal and brow serums.  

The offline launch marks the beginning of Earth Rhythm’s omni-channel retail strategy. The business plans to generate 10% of its total revenue from its omni-channel segment in the current financial year, ending in March 2023. Earth Rhythm is working with a target annual run rate of between Rs 90 crore and Rs 100 crore. 
 
Earth Rhythm launched online in 2019 as a clean beauty brand, tapping into the segment’s rising popularity in the Indian market. The business raised $8 million in a Series A funding round which was led by Falguni Nayar’s multi-brand and omni-channel beauty giant Nykaa.