Natural and Safe: Taavi Forays into Beauty and Personal Care
Marrying traditional Indian practices with modern sensibilities has been close to Taavi’s heart from the word go. Going from strength to strength in promoting Indian textile crafts and designs, multi-cultural lifestyle brand Taavi has now made its debut in the beauty and personal care category, adding a new dimension to its portfolio. To meet the rising need for natural and organic products, Taavi has introduced hair cleansers, conditioners and face washes.
The natural proposition for Myntra and Taavi
The brand’s foray into the beauty and personal care products category is an extension of its ethos to revive traditional and natural crafts and make them more relevant to consumers. Tapping into growing consumer preferences for all things natural and organic, the Taavi personal care products offer chemical-free love for the skin. These products are dermatologically tested for safety and draw on centuries-old Indian practices of using plant-based ingredients such as bhringraj, papaya, aloe-vera, reetha, shikakai, amla, coconut oil, and ubtan, among others.
ASSOCHAM reports predict that the personal care market in India is set to touch $20 billion by 2035, driven by increasing disposable incomes and growing aspirations. Consumer behaviour on Myntra and Flipkart supports that prediction and also notes a clear demand for holistic and natural personal care products. For Taavi, the range is a perfect way to address this demand, while strengthening Myntra’s Beauty and Personal Care segment. At the same time, it also addresses the popular inclination for products Made in India, by Indians, or ‘Vocal for Local’, if you will.
In addition to providing consumers with safe and natural options for beauty and personal care, Taavi’s foray into the category brings into its fold many more people working in the traditional art and crafts segment. It adds to Myntra’s commitment to work towards uplifting traditional practices and the communities of people involved in them.
Launched in 2018, Taavi has been working with local artisans from multiple states across the country, either directly or through NGOs. It is currently associated with eight NGOs, supporting more than 15,000 artisans. With an average selling price of INR 1,200 – 1,400, the brand provides over 800 options in apparel and footwear, for both men and women.