StoreKing: cosmetic and skincare market booming in rural India

By

Isabelle Crossley

Published
Aug 31, 2018

Beauty and skincare products and international brands are becoming increasingly popular in rural areas, a new consumer insights report suggests.

Research from rural tech start-up StoreKing has reported that international makeup brands such as Maybelline are increasingly penetrating rural markets in India. A number of fast moving consumer goods are doing well outside of metros, including with anti-ageing cream, makeup, and electronics.

“We see a definite trend and interest in more international brands entering these markets,” the founder and CEO of StoreKing, Sridhar Gundaiah, told TNN. “Sale[s] of certain branded anti-ageing creams can go to a few hundred units per day based on time and season. Diapers, too, have taken rural India by storm because of the convenience of use.”

The business’ research also found that peer influence is strong in rural areas and seeing one's neighbours buy and use certain FMCG products is a major reason why others follow suit. This was found to be the case for goods ranging from cars to jewellery to electronics.

StoreKing has a technology platform that aims to act as a bridge between FMCG brands, both Indian and international, and rural retailers. The business covers 43,000 retailers in ten states which amounts to around 1.5 lakh villages in 3,000 towns. The business is used by retailers to help them to stock the products that customers want to buy.