As it moves ahead with the major strategic expansion of its sales and distribution network, Azafran Organics aims to achieve this growth through a combination of modern and major retail chains, multi-brand outlets, general trade and exploring collaborations with fellow retailers.
Announcing its ambitious growth strategy on 22nd February, the brand strives to be a consistent and frequent presence in all metros, cities and towns with a population of 20 lakh and above to successfully penetrate its existing market.
This forms part of the Indian integrated personal care organisation’s wider proposal to grow the brand awareness and reputation of its organic product range, along with entering into the new home care vertical — vertical Azafran Home – Green & Clean, which it recently announced on 28th February 2018.
Azafran Organics launched in 2015, where it emphasised the use of natural and pure ingredients that are “grown, harvested, extracted and processed at its own facilities”, the Indian firm announced in a recent press release.
Offering its complete range of face care, body care, hair care, anti-ageing and baby care products, the company’s organic solutions for the Indian market are produced from certified organic ingredients. Sa Sa promotes its products as free from synthetic chemicals, parabens, sulphates, artificial colours and fragrances.
“Currently Azafran brand is available in 1,500 stores that include Aditya Birla Retail – More Megastore, Hypercity, SPAR and we aim to reach 10,000 stores nationally over the next 12 months,” commented T.R Suresh, Business Head, Azafran Innovacion.
Azafran Organics highlights how India's natural and organic personal beauty care products market is predicted to grow at a compound annual growth rate (CAGR) of 17.27% during 2017–2022.
With influence and consumer preferences for organic skin care solutions including anti-acne, anti-ageing, anti-blemishes and anti-pollution, the domestic brand is emphasising its presence in the Indian organic arena, with hopes to increase its market share and sales.
Knowing consumer trends
“Growing urbanisation, rising concerns for health and safety, increasing go green consciousness and growing consumer awareness towards the hazards of synthetic chemicals has fuelled the demand for organic personal care products,” observed Elkana Ezekiel, Non-Executive Director, Azafran Innovacion.
“A trend which originally started in the western markets is now picking up momentum in India as well and we see a huge potential for organic products,” Ezekiel added.
Azafran Organics is owned by Azafran Innovacion, a research-oriented company that has established a completely integrated ‘Farm to Face’ model to address “specific skin problems while maintaining the skin’s natural balance”.