QUALITY that Matters

Aditya Passary, Founder, Odiva, talks about nail polish formulations, its manufacturing process and the growth of the Indian nail industry, in an exclusive interaction with Priyanka Parshurami.

If you’re a social media enthusiast like us, you would know how far the Indian nail industry has come. Nail artists and technicians are experimenting with new trends and honing their technical skills by upgrading themselves and most importantly, investing in quality products, to amp up their game. Nails is no longer an extension of a salon’s service menu – it is a standalone business in itself. Given the scope of growth of this segment, we got Aditya Passary, Founder, Odiva, to talk about his passion for nails and his plans going forward.

EVOLVING TRENDS

“The industry has evolved tremendously. From gel polishes to push on nails, nail stickers to nail art printers, the glam quotient associated with nail cosmetics is now positioned uniquely. Earlier, we just had the regular nail paints but now with numerous products on offer, there has been a massive boom with many manufacturing units sprouting all over the world. It wouldn’t be wrong to say that nail art salons are the new manufacturers. They manufacture new designs and offer nail artists the opportunity to explore their creativity.”

SOURCING THE RIGHT WAY

“We do not use any ingredients, which are considered toxic, carcinogenic or not for use in nail cosmetics, by the global regulatory bodies. This brings us on a global manufacturing compliance platform.

Our products are also in compliance with regulations of the USFDA and European Union - two regulatory bodies which extensively work on regulating ingredients that are used in cosmetics.

Most of our ingredients are sourced from overseas markets and from those who have stringent quality checks as well as expertise in manufacturing them. This is what gives us an edge over other products available.”

KNOW THE FORMULATIONS

“The formulations with which the products are manufactured now have been developed after numerous trials over the years. The precision achieved has led to the quality offered. Years of focused research only in nail care and quality ingredients differentiates us from the competition.

Every product in our catalogue is manufactured with a lot of finesse. One of our hero products is our white nail polish, which offers an intense white finish. We even have a French manicure base coat, one-of-its-kind in the industry, which gives a fabulous finish to a French manicure.

Our gel finish polishes when applied on the nails give a mirror shine. We even have acetone-free nail polish remover wipes in single sachets that are odourless and clean all nails of the hand and feet in merely one swipe, while leaving the nails nourished.”

LOOKING AHEAD

“It was a challenge to work with a new set of ingredients as per global regulations. It took us years but we finally did it. Our quality today stands at par with that of the best global brands you can think of.

In the next five years, we are looking at positioning ourselves in the eyes of our consumers as an innovative brand solving their problems like none other. We see ourselves expanding from East India to pan India in the next few years. Our footprint in salons is expanding and we intend to keep it growing.”

PBHJ