Organic and natural beauty products company Indus Valley Cosmetics has announced its plans to invest Rs 40 crore in marketing and research initiatives in India. This investment is part of the company’s strategy to enhance its research and development (R&D) efforts and increase brand visibility.
The company, which has been operating for over five decades is targeting the GenZ and Millennial demographics with its marketing efforts.
Indus Valley sells its products across major eCommerce platforms in India and in over 25 countries globally, including a notable presence in the US market, particularly on Amazon.
Part of the investment will focus on promoting the brand’s flagship product, the ‘Organic Gel Hair Colour’, which is free from hydrogen peroxide, PPD, and ammonia. The campaigns aim to educate consumers on the effects of these chemicals on the scalp and skin.
Additionally, Indus Valley plans to expand its market presence in South India through influencer partnerships and regional advertising, along with introducing specially tailored packaging for this demographic.
The other portion of the investment will be directed towards R&D, aiming to develop personal care and beauty products specifically designed for Indian consumers. These products will be informed by traditional herbal formulations and modern scientific insights.
“We have an ambitious roadmap tailored for the Indian markets, especially focusing on our flagship products, which have garnered immense success globally. We’re deeply committed to formulating hair care and skincare solutions tailored to Indian conditions, enriching the experience of our Indian customers. Our vision is to craft products that genuinely address concerns and promote awareness about the benefits of adopting organic hair and skincare routines. To expedite this process, we are expanding our R&D facility. Additionally, we are allocating additional resources to develop safe and effective formulations and educate people about their advantages. Enhancing our supply chain efficiency is also a priority, ensuring our products reach customers within a mere 2 working days,” said Shyam S Arya, Founder & CEO, Indus Valley in response to the development.
Indus Valley operates production units in Himachal Pradesh and Faridabad and offers a wide range of products across several categories, featuring over 280 SKUs including hair care and skin care products.
