The organic beauty industry is a budding niche, but in recent years, it has flourished, with Organic Harvest leading the way. Rahul Agarwal, Founder and CEO, Organic Harvest in his conversation with IndianRetailer.com reiterates that the brand’s aim is to be the largest organic personal care company not just in India but in the world.

The brand intends to expand both offline and online, with a focus on omnichannel presence. In the offline realm, Organic Harvest had penetrated general trade, modern trade outlets, exclusive salons, and even defense and military canteens. Simultaneously, their online reach would expand through their direct-to-consumer website and various marketplaces. The seamless integration of both channels was a significant factor contributing to their success.

The impact of the omnichannel retail network

Agarwal acknowledged the significance of this integration, stating that the brand had transitioned from being predominantly offline to achieving a balanced offline-online distribution through its partnership with Good Glam Group. This synergy allowed Organic Harvest to focus on offline growth while Good Glam Group managed the online channel effectively.

Shifting to Organic Harvest's new branding and strategy. Agarwal stated, “While the brand's core values and principles remained unchanged, we have made adjustments to enhance visibility. Further, we aim to bring ingredients to the forefront, becoming more prominent on product packaging.”

Organic Harvest has also ventured into salons, which began by targeting Tier I salons, gradually expanding to other Tiers. Though the brand hasn't been associated with major salon chains, its presence has already reached around 8,000 standalone salons.

Unlocking New Horizons: Makeup and Haircare

Organic Harvest is open to exploring various new categories, its expansion plans encompassing a wide range of beauty and personal care products.

“We are already Rs 200 crore brand on a monthly run rate basis. For the upcoming fiscal year, FY 24, our target is to achieve a staggering growth to become a Rs 400 to Rs 450 crore brand, more than doubling our current figures,” added the founder.

Future Plans

Organic Harvest's expansion with the Good Glam Group includes emphasizing its commitment to growing across channels and expanding its existing and upcoming product lines. With this, the brand aims to deepen and widen its presence in various sales channels, including general trade, modern trade, salons, direct-to-consumer websites, marketplaces, and institutional sales. Geographically, Organic Harvest already has a presence in 180 cities across India and 12 countries internationally.

Moreover, Organic Harvest is proactively adopting technology, highlighting their in-house tool that analyzes consumers' faces to suggest the most suitable products. This tool also created profiles for users to monitor their skin's progress over time, offering an interactive experience.

Talking about the Indian Government’s plan to certify AI and machine learning technologies Agarwal acknowledged the same and added, “Organic Harvest would adapt to any certification requirements for both its products and the technology it employs.”