Backed by the success of ShopG’s D2C-owned brand ‘Ohayo Natural’, serving tier 2 and tier 3 customers, ShopG aims to address the gap in the skincare segment needs for these customers. Already, 10,000 women have turned to the Ohayo Natural range of products for daily use.
The brand will be reaching 1.5 million women in tier 2 and tier 3 cities pan-India, catering to unfulfilled aspirations for natural, chemical-free products in FY22. Meanwhile, the brand has seen adoption from 20,000 women across cities in Karnataka, Maharashtra and Madhya Pradesh. Ohayo Natural is currently producing 25,000 units per month of three natural face washes.
Since the December 2020 Ohayo Natural launch, the brand is witnessing a 100% month-on-month consumer base growth. The brand also intends to introduce four new product variants by next month.
Abhishek Mishra, Co-founder – ShopG, said, “D2C products currently in the market are meant for urban consumers and often sold at much higher price points. However, consumers in tier 2 and tier 3 cities 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,” Mishra said.