Azafran organics: Offering premium ‘farm to face’ skincare products

The ‘Farm to Face’ concept is about doing organic farming in which we harvest the crops (plans), extract the essential oil and natural active to be added into  skincare products including healthcare, skincare and body care.

Wellness India talked to Aditi Vyas and Mansi Vyas Co- Founder & Director of Azafran Innovacion Ltd to know more about the young entrepreneur duo.

How you differentiate your products from the other existing organic skincare products in the market?
Our uniqueness lies with our organic farming for skincare products. No other brands in the market does own farming for theirbeauty and skincare products. We are also trading and exporting these organic farming products in the domestic and overseas markets for years. There are premium, ultra premium and mid range skincare brands available in the market but we are offering ultra premium skincare range to the consumers at affordable prices.

Also, we are the only ISO certified FMCG company in the market which is open and transparent to the consumers about the organic ingredients culminated into the products. The label on our products briefly emphasizes on the bunch of ingredients used in the product.

Why you’ve conceptualised this organic skincare products brand?
Having been attached to the organic farming as our family tradition, we came up with this idea of launching our own skincare and beauty products. Moreover, we saw a huge gap in the market in the organic skincare segment amid growing consumer awareness about organic skincare products made us decided to come with the quality skincare brand called ‘Azafran’ under the Azafran Innovacion Ltd.

How many products do you offer under Azafran portfolio?
Presently, we have around 19 products skincare products, varying with the categories of hair care, face care and anti-ageing. The price range of these products falls between Rs250 to Rs700.

What kind of promotional and marketing strategies you’ve opted to spread awareness about organic products among consumers?
We have a team for branding and digital marketing, which helps us promote, market and post about Azafran at digital, printand social media space.

How is your current market presence in India?
Currently, we are present in 36 modern retail stores like Star Bazaar, Health&Glow and Heritage located in Mumbai, Pune, Ahmadabad, Hyderabad, Chennai and Bangaluru. Also, we are present on the online marketplaces like Amazon and Flipkart apart from selling through our own online portal ‘Azafran.in’.

What are your future expansion plans?
We are in the verge of increasing our retail presence in south,west and northern region. We are selective about the locationand our clientele base includes Health&Glow in south to widen our retail presence. Simultaneously, we have tied-up with Dabur India’s cosmetic store chain in North. Hence, we will tap Delhi first and then Kolkata. We only deal with modern retail. Our next range would be of colour cosmetics.

Whom do you consider as your competitors in the market?
Any skincare product company is our competitor in the market, Oilafolay to Kama Ayurveda is to name a few.

How did you manage the fund for operation?
Our family supported us with the sum of Rs20cr for initial investment in Azafran.

How’s your current revenue model look like and what are your targets near future?
Currently, we are earning between Rs5cr to Rs10cr. Hence, by 2018, we are targeting to touch an annual turnover of Rs 40 crore business.

How do you see the scope for organic skincare industry in India
The market for organic skincare is rapidly growing and we see that by 2020, the market will be well picked.

What is your target consumer base?
We cater to 16 to 60 years-old consumers.