It is noted that successful
brands usually are loud and visible. Be it an MNC company or a home grown
company this happens to be an unwritten norm. The companies try out multiple
ways to reach out to the customer and stay relevant in the competition. But brand
Banjara’s is an exception. To me it is a
brand which discerned the hush means of winning hearts. Vishal Personal Care
Pvt. Ltd., a twenty year old company own this promising brand.
Vishal Personal Care at first
launched a line of herbal powders in the brand name Banjara’s way back in 1993.
Even though the market was not so fascinated with their powders they were able
to develop an Ayurveda/ herbal association. There existed a niche market which
helped them stay in business for more than a decade. But, the changed
conditions forced Banjara’s to grow beyond herbal powders and thus the brand progressed
to personal care segment.
In India Ayurveda is now a hot
industry. MNC giants like HUL, Colgate – Palmolive to Indian players like
Dabur, Patanjali are in the race to gain market share. Entry to such a market
is in fact a risky affair. But Banjara’s are slowly matching to the completion through
some carefully crafted marketing.
Banjara’s follow a range branding
strategy, providing hair oils, herbal hair colours, skin creams, face wash and
face packs under the Banjara’s brand. The unique aspect of the brand to me is
that they tried to give a different message by withdrawing fairness creams after
the initial launch. Brand was audacious to say that beauty is not in skin
colour.
The tipping point to me is pricing of the product. The brand is sold at
affordable prices and that’s also the unique selling proposition used by the
company. The brand is available in all retail chains as well as online portals
like Flipkart, Amazon, Shopclues etc.
A prominent player in South
India, Banjar’s recently forayed into other parts of the country. What strategy
company adopt will be quite interesting. But for sure they are very silent but
extremely audible in the personal care market in India.
