In the ongoing series, Professional Beauty India continues to bring to you brands and organisations in the Indian Beauty and Wellness space that truly put the country on the world map while upholding the value of the Make in India campaign launched and run by the government. One such brand in this space is The Body Care. In a one-on-one, Sadique Saifee, Owner, Body Care takes us through his journey in building a sustainable brand in a competitive market and the challenges he faced.
The Body Care, a brand with over two decades of expertise in manufacturing and marketing beauty products, started its journey in 1987 as a small-scale venture. As the company grew to include an array of products including body care, skincare, and salon products, today it stands as “a beauty trailblazer” in the industry.
The Concept and Inspiration Behind The Body Care
“The advent of The Body Care was in 1987. It was a small-scale venture with a vision to provide quality products at competitive rates, with a focus on creating standard products for a wide audience.
As we started out, our team realised that there lies a high anticipation and need for quality products at affordable prices. Therefore, in this ever-growing market, we wanted to be a brand that brings the customers nothing but the best without breaking their pockets.”
The Growth and SKUs offered
“Since our inception nearly three decades ago, we have been witnessing a standard, stable growth over the years. As of now, the brand boasts a portfolio of nearly 360 SKUs.”
The Journey of Innovation
“Liposoluble, crystal and star-soft gel wax is our most innovative product. Our products are paraben-free and formalin-free. Furthermore, they have US FDA-certified colours and carry IFRA-certified perfumes. These products are being manufactured in India for the first time.”
The Challenges Faced
“The market is fairly competitive, but we differentiate ourselves by maintaining high-quality standards as compared to our counterparts in the market. Through a robust marketing strategy, we have actively tried to combat these challenges and move forward.”
Making a Mark
“The beauty market is highly saturated and volatile. Hence, the competition is always tough, but we distinguish ourselves by maintaining high-quality standards. Furthermore, we focus on innovation and a strong marketing strategy to make a mark in the market. As a matter of fact, we have a team dedicated to marketing, including field staff and technicians across India and in Dubai. 15 to 20 percent of our budget is allocated towards marketing efforts.
We also have our testing lab for research and development and we manufacture our products to ensure quality control. All these steps factored in together help us navigate the tough competition.”
Maintaining Quality and Consistency
“When it comes to our products, we always ensure steadfast adherence to global standards and ensure top-notch quality and consistency. Our products are as per standards that are laid down in and followed in areas like the US and Europe. In addition to it all, as I mentioned, we have paraben and formalin-free products. Our perfumes are IFRA-certified, we use US FDA-certified colours, and our products are all Indian FDA-certified. Furthermore, our plant also holds a GMP (Good Manufacturing Practices) certification.”
Future Plans for The Body Care
“Our plans for 2024 involve exploring new categories like manicures and pedicures, introducing user-friendly waxing technologies, and reaching export markets.”