Nykaa CEO explains why content matters more than ever to a start-up
Mumbai-based
Enter
India’s leading IPO banker, instrumental in closing a number of successful M&As launched into entrepreneurship. “I was initially inspired by multi-brand retailers like Sephora. It’s the way to go. In beauty, advice is critical”, Nayar says.
Given it’s a niche category, content is of paramount importance to Nykaa. It distributes
“Our customers are majorly divided into three categories - the ‘Beauty Aficionados’ are typically up-to-date with the latest trends. They look for best-in-class specialist products like dry shampoo. The ‘Newbies’ and ‘Fresh Fashionistas’ are not so sure, and the adviser has to recommend what to buy”, Nayar smiles.
Nykaa boasts of a strongly-driven content team. Over 95% of its user-base is made up of returning customers, and the company’s current revenue stands at Rs. 220 Crores.
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