“We are evaluating if some premium ingredients which we add are adding any value and if they are not, we will remove them and bring down the price further,” he says. The company says it wants to bring down the price of their products so as to enter the Tier 2, Tier 3 and Tier 4 markets and are trying to work around a strategy. “Our aim is to capture a large market share in the long run and so we avoid taking luxury or super-premium pricing,” he adds. They face problems when they want to scale because the purchasing power in India is low.” “Brands that call themselves premium get false positives in the initial phase when they get orders from metro cities like New Delhi and Mumbai. Hair serum and hair mask are priced slightly higher.Īshutosh says currently the company is not focussing on establishing itself as a premium brand. The shampoos and hair oil cost between Rs 349-Rs 399. The products offered by Yayy! Naturals are priced between Rs 349-Rs 600. Some of the big names are Dabur, Colgate, Lux, Lakme, and Gillette and some of the well-known brands that have grown over the years include Mamaearth, Wow Skin Science, etc.
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