A Private Banker-Turned entrepreneur, Dipali Mathur Dayal’s tryst with creating personal care products was inspired by a personal need that she identified as a gap in the industry —a personal care product range for the new millennia consumers that prioritised toxin-free and naturally derived ingredients. The Super Smelly cosmetic range promises to test its products with a focus on biocompatibility, pH levels and active ingredients that are conducive to the skin’s acid mantle. Inspired by and curated for the new generation of teens and tweens ( pre-teen ages 9-12), Super Smelly’s success makes its co-founder Dayal a BW Businessworld 40 under 40 winner this year.
Recognised as a rising star in BW Businessworl’s 2019 edition of 40 under 40, Dayal faced new challenges in a pandemic year that favoured online-centred D2C consumption patterns. “Initially with the pandemic, especially for brands like ours that primarily distributes online, logistics was stalled. We stopped delivering in March with the lockdown. As it slowly opened up, it turned out to be an exceptional year as there was a change in consumer behaviour,” says Dayal.
Healthier Choices
According to Dayal, people wanted to make healthier choices and evaluate their options before consuming. “We felt guilty as a race for what we’ve done to the environment and what hit us. In this context, a brand like Super Smelly that distinctly offers the choice of a toxin-free, sustainable, environmentally conscious alternative for those who seek it, gained traction,” says shares.
In fact, between March-October, Super Smelly recorded phenomenal revenue growth of 1,500 per cent, Dayal discloses.
She explains that the brand was built to create a new category in a popular segment — toxin-free personal care that was exclusively for teens. She believes that both traditional and new-age brands often look at bookends — at either baby care and new mother ranges or anti-ageing, leaving the timeline in the middle up for grabs.
She adds, “Our whole idea is around bringing innovative solutions for the youth. I take great pride in this one product which is India’s first and only 100 per cent certified toxin-free deodorant sprays. Before Super Smelly, there was no option for a toxin-free alternative. This worked well for us even beyond the youth market.”
Vision for the Future
She also shared with us her tech-enabled vision for the future in terms of process innovation. “We currently are a lean team and we use technology for processes wherever we can. Be it in terms of warehouse management, logistics, customer data, engagement or service.”
Tracking Customer Opinion
Mathur added that artificial intelligence would be her choice for increasing efficiency in the future for inculcating customer opinions in product development and ensuring there is no consumer fatigue.
The brand aims to grow into an 80-100 crore topline delivering firm in the next three years and expand to US, UK and Middle eastern consumer outlets towards what she expects to be a demand-driven by conscious consumerism and digital prowess.
Movement Against Toxins
Conscious of her niche, she hopes to create a toxin-free movement across all age demographics and offer a choice that caters to the emerging pro-environment, cruelty-free, sustainable mindset of the consumers.
“Generation Z will be the new drivers of growth in my segment and the FMCG sector,” Dipali surmised. She foresees that the FMCG sector will also see a trend of gender neutrality and more informed consumerism where people will be more health and environmentally conscious in a post-pandemic marketplace.
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February 22, 2021 at 11:25AM
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Caring For The Young And Supple - BW Businessworld
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