Mumbai-based strategic brand consultancy, The Better Collective, has created India’s newest luxury bath and body care brand—Earth Ritual. Professional Beauty India gets you the glimpse of this luxury body care brand.
The Better Collective, a strategic brand consultancy from Mumbai has created India’s newest luxury bath and body care brand, Earth Ritual. The has a mood based-based positioning and product bundling GTM strategy. The brand sells 16 SKUs covering body wash, lotion, scrubs, and mists through its e-commerce store and niche premium marketplaces.
The Indian personal care and beauty category witnessed unprecedented growth in recent years. Currently valued at USD 18 billion the market size is expected to reach USD 25 billion by 2025. And the online personal care market already has 80 D2C players.
“Partnering with The Better Collective has been a game-changer for Earth Ritual. Their strategic guidance and design prowess enabled us to craft a compelling brand and luxurious brand experience for our customers. Every detail of the brand is a conscious, mindful, and unhurried choice, which is in line with our ethos. Together, we have built a brand that is differentiated, evocative, and authentic,” said Rutuja Dandekar, Founder of Earth Ritual.
To ensure the brand not only stands out but becomes a category leader, The Better Collective developed a brand strategy that transformed Earth Ritual’s positioning, new product development plan, target customer, distribution, pricing, and brand storytelling mechanism.
Says Radhika Butala, Founder, and CEO, The Better Collective, “we are delighted to have partnered with Earth Ritual on this transformative journey. We combined thorough market research, strategic customer insights, and creative expertise to unlock the brand’s full potential, transforming it completely from a micro-business to a luxury bath and body care brand. Traditionally, premium brand building has been reserved for facial skincare and beauty brands.”
She further added, “as customers evolve and spend more on wellness and personalized products, this approach needs to transfer to bath and body care, which is set to witness tremendous growth in the months to come. The brand will appeal to urban consumers who are seeking joy, energy, balance, and calm in their hectic daily lives, and we are excited to have brought the founder’s vision to life”.
For the GTM strategy, Better Collective recommended that product bundling be the brand’s core strategy and advised distribution on niche marketplaces aimed at consumers seeking slow living brands. Omni-channel marketing campaigns focused on brand storytelling have been designed for digital and offline touchpoints, giving consumers every opportunity to try the product and experience the brand.
