(Representative Image; Credit- iStock)Beauty and personal care brand Pilgrim is planning to expand its offline presence by entering more general trade and modern trade stores along with opening its own EBOs. At present, offline contributes 22 per cent of the total business and by this CY end, it aims to take it to 35 per cent contribution from offline, Anurag Kedia, co-founder and chief executive officer, Pilgrim told ETRetail.
Currently, the brand has a presence across 4,000 GT and MT stores across 200 cities with 1,100 beauty advisor counters. It also boasts of 5 EBOs in Mumbai, Nashik, Chennai, Hyderabad, and Mohali.
“By this CY end, we eye to have a presence across 10,000 outlets across GT and MT outlets and will take the total EBO count to 15,” he said.
The brand, which has a presence across three major categories – skincare, haircare, and colour cosmetics, opens one EBO with a cost of INR 10 lakh spanning across 64 sq.ft.
At present, it offers 170 SKUs – 50 SKUs in colour cosmetics, 50 SKUs in haircare, and the remaining 70 SKUs in skincare category.
“By this CY end, we are planning to take our SKU count to 250. We will be adding 40 SKUs in colour cosmetics, 20 SKUs each in haircare and skincare categories,” he asserted.
“Currently, 40 per cent of our revenue comes from haircare, 45 per cent from skincare, and the remaining 15 per cent is contributed by colour cosmetics,” he further added.
By this CY, it expects the share of colour cosmetics to grow to 20 per cent and the remaining 80 per cent will be divided equally between haircare and skincare categories.
It has also appointed Rashmika Mandhana as a brand ambassador for its haircare range.
Apart from this, the brand also exports to countries like UAE, the US, and Canada and has an omnichannel presence in Nepal.
“This CY will be launching in countries like Indonesia and Malaysia. At present, the contribution from international markets stands at three to four per cent,” he said.
The brand, which claims to be close to break-even, is eyeing to be profitable by this fiscal year-end.
It is planning to close this CY with more than INR 500 crore in gross revenue and is eying to be a INR 1000 crore brand by the next CY end.
- Published On Aug 12, 2024 at 10:38 AM IST
Join the community of 2M+ industry professionals
Subscribe to our newsletter to get latest insights & analysis.
Download ETBrandEquity App
- Get Realtime updates
- Save your favourite articles
Scan to download App
Images are for reference only.Images and contents gathered automatic from google or 3rd party sources.All rights on the images and contents are with their original owners.
