Kaya rebrands to target young consumers

By

Isabelle Crossley

Published
Nov 26, 2018

Kaya Limited is rebranding itself to reach a younger customer base. The brand has dropped the “Skin” from its brand name and has invested Rs 15 crore ($2.3 million) in a makeover.

Kaya Ltd. has invested Rs 15 crore in revamping its 100 beauty clinics across 26 Indian cities and introducing new product lines. The brand recently launched a line of haircare products and is increasing its focus on laser hair removal treatments. These laser treatments, for both men and women, currently make up around 30 percent of the brand’s total sales.

The brand aims to bring in a younger customer base to its existing clientele of mostly high net worth individuals (HNIs). The brand, which started as a skin care business, also wants to be seen as more than that and its first new focus area has been haircare.

“The rebranding exercise is targeted to change the perception of Kaya being a skincare clinic,” the brand’s chief executive, Rajiv Nair, told Mint. “The name ‘Kaya Clinic’ reflects a wholesome offering, including services and products for body, hair as well as skin.”

The brand aims to up the percentage of total sales that its products contribute. “Our product range currently contributes 20% to our overall revenue, which we expect to grow by 25% in 2019,” said Nair. “It is currently a Rs 50 crore business and we want it to grow rapidly. We are looking to go beyond our clinics and have a larger presence.” In order to do this the brand is expanding its distribution network and selling its products in pharmacies across the country.

Other product categories that brand is working on include the Derma Naturals all-natural range of sheet masks and an upcoming lip balm line. These products will also be launched on multi-brand e-commerce platforms. The brand’s product selection recently went up from 45 items to 75 and the plan is to keep increasing product diversity.

The brand and salon chain, which was previously known as Marico Kaya Enterprises Limited, was launched by Harsh Mariwala in 2002. Mariwala’s aim was to address common skin complaints by use of the latest technology.