THE SELF-CARE EXPERIENCE

Aashish Dewani, COO, Mintree, gives Priyanka Parshurami insights into his game plan of growing his brand and acing the Indian beauty market.

Mintree, a brand comprising a thoughtfully curated line of skincare products, launched in the Indian market in 2018 and made headlines as it bagged Rs 90 lakhs funding at Shark Tank India. Today, it is one of the fastest growing beauty brands in the professional beauty segment.

Aashish Dewani, COO, Mintree, started the brand with the aim to provide the end customers with a royal experience of pampering and self care through its salon partners. In an exclusive interview, Dewani takes us through the journey of Mintree as the brand spreads its presence in 5,000 salons across 30 cities in India.

Research-backed creations

“Our pedicure and facial range, featuring innovative monodose packaging, is designed to impart a luxurious and exclusive experience, elevating the overall experience for discerning clientele.

“Mintree’s introduction to the Indian markets followed an extensive two-year research phase wherein we meticulously crafted every aspect of our pedicure kits, including their packaging. Our commitment was to deliver unparalleled quality from inception, ensuring that clients experience the highest standards of excellence in every detail, reflecting our dedication to product perfection.”

Robust distribution network

“For our distribution strategy, we plan to establish a robust network of distributor partnerships, also focusing on key beauty and wellness outlets nationwide. Additionally, we will leverage e-commerce platforms to broaden our reach.

In terms of marketing, a multi-channel approach will be implemented, incorporating social media campaigns, influencer collaborations, and strategic product placements to create brand awareness and engagement. For instance, partnering with renowned spas and beauty influencers can enhance visibility and credibility, while targeted online campaigns can capture a broader audience.”

Technical trainings

“Our team includes four seasoned ‘train the trainers’ colleagues, each with over 20 years of industry expertise. Complementing this, we maintain a dynamic technical training team of over 15 professionals nationwide, continually enhancing their skills.

Additionally, we have developed hands-on instructional videos for service providers, offering a valuable reference for procedures and benefits. Our distinctive approach includes quarterly training sessions in all affiliated salons, differentiating us from competitors in the skin and body care category.”

After receiving funding from Shark Tank India, Mintree is all set to unveil innovative pedicure and facial options, enhancing the comprehensive offerings in the skin and body care category in 2024. These strategic additions underscore the brand’s commitment to providing diverse and high-quality solutions for their valued clientele.