As India gears up for the 75th Republic Day, immense pride for the nation and a deep sense of patriotism is in the air. The celebrations of the day are a moving reminder of India’s unwavering commitment to self-sufficiency. As the government and industries continue to push forward this motion, ‘Make in India’ Campaign stands as a strong support pillar for all. In homage to this essence, our week-long series unfolds and highlights some of the homegrown treasures that add beauty to our shelves. One such Indian brand that stands true to the spirit is Beauty Garage Professionals.
Starting their journey in 2017 and leveraging challenges to fuel innovation, the company is now a reputed name in the hair care business. The brand also recently received the Award for the best manufacturer of natural beauty and makeup products by ASSOCHAM. In a conversation with Vidhi Arya, Mahesh Ravaria – Founder and CEO, throws light on their journey from the idea to the shelf.
The Inception of Beauty Garage
“Our story began in 2017 when we started a trading company with an office behind a garage. We had a deep thought when we saw how closely related is the work done in a garage to what we do. A garage was a place where cars would come in for repairs and leave looking and feeling perfect. On the other hand, we sold hair treatments to customers who came with damaged hair and left with healthy and shiny hair. With this sight in mind, we had a vision to repair beauty from top to toe. Hence, the name ‘Beauty Garage Professional’ was born.
We aim to provide effective solutions to repair damaged hair. With the vision of offering a comprehensive range of beauty products, we address beauty from head to toe and emphasise the enhancement of inner beauty. Our brand values are centred around the idea of repairing, restoring, and revitalising our customer’s hair. Hence, we continuously strive to bring in innovative and effective solutions that meet the needs of every customer”
The Journey of Growth and Innovation
“In 2019, Basic Keratin laid the foundation for a journey that persevered through the trials of COVID-19. Our innovations like K9 Botoplexx and Botoliss empowered stylists. They enabled them to perform highlights and colour treatments on the same day. This effectively addresses the challenge of time and effort for hairstylists. Therefore, bridging the gap that existed in providing both hair colour and treatment simultaneously.
Today, Beauty Garage Professionals showcases a diverse collection of 100+ SKUs and six distinctive series, introducing K9 Botoplexx, Botoliss, Botosmart, Shea, Shea Curls, and ScalpSense.
Our story is one of resilience, innovation, and an unyielding commitment to elevating beauty technology. In our relentless pursuit of excellence, we consistently advance our products and technology. We do so to constantly meet the evolving needs of the global market. Recognising a significant gap in the hair industry, we observed a lack of emphasis on comprehensive hair and scalp care across various products. This realisation inspired the development of our latest innovation, ScalpSense.
Our robust Research and Development department continues to drive our commitment to innovation. It ensures that we stay ahead in delivering cutting-edge solutions for optimal hair and scalp health on a global scale.”
Facing The Challenges
“India’s diversity brings its own set of challenges in language and culture. But here’s the deal – challenges fuel our innovation. With groundbreaking products and a top-notch distribution network, we’re not just handling challenges; we’re turning them into opportunities for incredible success.”
Making a Mark Amidst Competition
“To enhance our market research and study efforts, we maintain a dedicated team engaged in continuous product research and technology exploration. For instance, when investigating scalp care, we observed various products with varying price points. Yet none effectively addressed a wide range of scalp issues. This led us to develop ScalpSense, a comprehensive solution that encompasses all scalp concerns under one high-quality and reasonably priced product.
Furthermore, we prioritise manpower, especially in sales, as a significant component of our marketing strategy. Our sales team not only speaks about us but also represents our brand. As a result, approximately 40-45% of our budget is allocated to this aspect of marketing.”
The 2024 Roadmap for Beauty Garage
“Beauty Garage Professionals has experienced remarkable growth, particularly in the thriving Indian market. As part of our strategic expansion, we are actively establishing a global presence, with a focus on key regions such as the Middle East and the United States. Our strong network comprises over 100 distributors, supported by a dedicated team of 150 field professionals, including both sales and technicians.
This collective strength positions Beauty Garage as a dynamic and influential player in the beauty industry, poised for continued success on both domestic and international fronts.”
| Rapid Fire Your initial budget to start the business: A few lacs Who funded your business? : We are a bootstrapped company What was your year-on-year growth in 2023-24 (in percentage)? : 100% Your bestselling product: K9 Botoplexx An upcoming product/innovation: ScalpSense Where do you see your brand 5 years from now? : We want to stay like a startup because that’s when new ideas keep coming in. What’s your salon target for 2024? : Presently, our presence extends to over 4,000 niche category salons across India. Looking forward, we anticipate a potential growth of around 30% in this network |
Stay tuned for more path-breaking stories in our ‘Make in India’ series this week.
