Quality & Effectiveness Are The Key Factors Which Impact Brand Loyalty: Rupali Sharma, Founder & CEO, Aegte Lifescience

Founder & CEO of Aegte Lifescience Rupali Sharma has worked in the field of marketing, human resources and operations. She was never aimed to be into the beauty business. However, her passion for a healthy lifestyle and natural beauty made her explore new avenues in the Beauty & Skin Care segment.

In an interview with BW Businessworld, Sharma talks about the journey and challenges that she faced to make her brand known to each one of us.

How easy or difficult is it to compete with already existing brands in the same segment?

My primary motivation for founding Aegte was to offer women an effective solution for hair fall. Our customers were so thrilled with our first product, Aegte Onion Hair Oil, that they kept in touch with us to find out about our latest products.

Competition has not fazed Aegte, we are steadily expanding and exploring new avenues. A brand persona is an important factor which defines Aegte as a premium personal care brand. My mother’s insight into using natural ingredients led me to develop Aegte Onion Hair Oil. When we launched Aegte Onion Hair Oil, there were very few brands in the category but now it is like a mushroom market.  

How has the market's response been to Aegte so far?

Aegte was founded in 2018 with one product. Today, we offer 28 premium skin and hair care products formulated with effective botanical ingredients. Our large customer base is a testament to our brand’s success. Consumers can purchase Aegte products from our official website, Amazon, Flipkart, Snapdeal Paytm Mall & 1mg. We really appreciate our customers; their trust has helped Aegte become an instant success.

What are the challenges you have faced or facing to make the brand grow?

Launching a new venture is always a challenge. We tried to identify the best way to promote Aegte. Building brand awareness was a challenge initially. Social media has been a fruitful way to connect with customers across the nation. Aegte products are formulated with safe botanical ingredients to provide customers with premium skin and hair care. Aegte is a Danish word for Authentic. Our brand has been successful because of its authenticity.

In the skincare industry do you think being an Ayurvedic company is an advantage for Aegte?

Aegte has been successful in the Indian market because it provides effective skin and hair care products. Quality of ingredients and effectiveness of a personal care product are the key factors which impact brand loyalty. I believe that being an effective personal care brand is important.

Would you like to talk about the strategies which you adopted to become a successful company?

We have always been in touch with our customers on social media to interact with them. A positive customer review and word of mouth greatly influence the buying behaviour of consumers.

We host contests on our official social media accounts and website. This has helped us connect with consumers on a personal level. The Spin the Wheel contest on Aegte’s official website offers discounts to customers. We are always looking for strategic partnerships to boost sales.

Do you think COVID-19 has impacted the demand for skincare products?

Skin and hair care products were deemed essential during the lockdown. Majority of consumers are now working from home and purchasing essential items online. We are taking safety precautions to ensure the safety of our delivery partners and customers. All Aegte packages are sanitized before delivery.

Since the coronavirus outbreak and subsequent lockdown, consumers do not always find their preferred personal care brand. The dynamics of skincare has been impacted by the pandemic, both international and domestic brands are investing in social media campaigns to enhance brand retention.

Who are your competitors, and tell us how is Aegte better than those companies?

Consumers trust personal care brands to look after their skin and hair. Aegte holds a sizeable market share because our customers value us and have faith in our products. Aegte competes with domestic and international brands.

The effective botanical composition of products and positive brand reputation of Aegte has helped us gain a sizeable market share.

Do you believe Indian Skin Care industry is dominated by international companies?

The presence of domestic and international brands provides consumers with a myriad of choice. There are several international skincare brands which have built a legacy in the Indian market. I’ve noticed many new brands are entering the Indian skincare industry.