Exclusive interview

Brand observation: Balancing local and APAC-wide trends

By Natasha Spencer

- Last updated on GMT

Brand observation: Balancing local and APAC-wide trends
We caught up once again with Aditi Vyas, Director, Azafran Innovacion to discuss the drivers and considerations when positioning and launching organic products.

Following our discussion with Vyas on Azafran Innovacion’s “aggressive” ​expansion plans​, we delved into the trends impacting the organic sphere in India, the APAC region, and the international market space.

Organic growth

When it comes to the organic skin care market in India, as a concept is still at a very nascent stage”​, Vyas shared.

However, “with the increase in awareness and disposable income among different classes”​, the natural name anticipates consumers will opt for organic products instead of “compromising”​ and using chemical-based products instead.

Aligning its expansion plans with the market outlook, Azafran Innovacion sees the potential for its range to enter all major overseas markets, including APAC.

Localisation and target markets

The local insights of its consumers are imperative. These help to gather widespread and authentic appeal, Vyas explained: “As our export landscape expands, we will be open to refine its approach as per local trends in order to reach out more consumers.”

Azafran has got its sights set on multicultural beauty as “an important trend which aims at addressing beauty needs”​. As the concept of beauty differs from one group of consumers to another based on their differing needs, it is striving to meet these varying beauty demands.

Personal care and the wider environment are also of great interest to Azafran as it is in the process of launching new products and verticals. It recently launched its Azafran Home Care vertical, which contains a 6-in-1 eco-friendly liquid laundry detergent. In addition, it has also released organic crayons for toddlers that are 100% organic and made using food grade colours.

What’s next?

The company is preparing to launch its SPF range, which will feature SPF 30+ and SPF 50+ crèmes. Suitable for children two years and over, these products fall into the multifunctional category by providing UVA/UVB protection, which can also double up as a moisturiser.

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