Based on the success of its D2C-owned brand ‘Ohayo Natural’, serving tier II and III customers, ShopG aims to fill the void in the skincare segment needs for these consumers. 10,000 women have already started using the Ohayo Natural line of items on a regular basis.
In FY22, the brand will hit 1.5 million women in smaller towns and cities across India, fulfilling unmet desires for safe, chemical-free goods. Meanwhile, 20,000 women in Karnataka, Maharashtra, and Madhya Pradesh have registered for adoption. Three natural face washes are currently being produced by Ohayo Natural at a rate of 25,000 units per month.
After its launch in December 2020, Ohayo Natural has seen a 100% month-over-month increase in its customer base. By the end of next month, the company plans to launch four new product models.
“D2C products currently in the market are meant for urban consumers and often sold at much higher price points. However, consumers in tier II and III locations also aspire for quality items at affordable prices but natural products at high rates have been beyond the reach of these customers, given their limited means. Therefore, ShopG will be providing natural, chemical-free, and affordable skincare products via its social e-commerce platform to India’s remotest corners,” says Abhishek Mishra, Co-founder – ShopG.
Ankur Arora, Abhishek Mishra, Pranay Suwalka, and Yogesh Nehra, IIT Delhi, IIT Kharagpur, and ISB alumni with experience in building and scaling start-ups such as Cleartax, Ola, Rivigo, and Delhivery, established ShopG in 2019. ShopG was established with the aim of introducing mainstream, modern retail e-commerce to the 500 million Indians shop for household goods outside of the country's major cities. Customers benefit from a Zero Consumer Acquisition Cost (CAC) and a 10X improved supply chain, as well as a curated selection of small branded goods and D2C-owned brands at competitive prices.
The startup is working with regional brands to create a vernacular, browse-based, fun, engaging, and easy social shopping site, as well as building a network of local community leaders and micro-entrepreneurs.
