STRATEGIC PARTNERSHIP

Pravesh Saha, General Manager, South Asia, Wella Company (brand owner of O.P.I), and Aankith Aroraa, Owner, Streamline India, reveal the details about their newlyminted alliance with Priyanka Parshurami in an exclusive interaction.

The world-renowned salon nail professional brand O.P.I has entered into an exclusive distribution agreement with Streamline Services India for the Indian market. This strategic move is driven by several compelling factors aimed at revolutionising the nail industry in India. Pravesh Saha, General Manager, South Asia, Wella Company (brand owner of O.P.I), emphasised that since Streamline Services has strong equity in the nail space, with brands like Saniola and Ministry of Pedicure, it made them an ideal partner. “Streamline has a deep understanding of the nail category, which aligns per fectly with O.P.I’s offerings,” he stated.

Streamline’s proven track record in managing international brands, notably Olaplex, further solidified their credibility as a distributor. “Streamline has successfully built Olaplex from the ground up, adhering to its marketing and brand requirements while maintaining its reputation. This ability to nurture an international brand is crucial. And, we see them as the right partner for O.P.I,” Saha added. From Streamline’s perspective, the partnership is equally promising. Aankith Aroraa, Owner, Streamline India, describes this collaboration as a ‘boy-meets-girl’ partnership. Highlighting their decade-long leadership in the manicure-pedicure sector with a presence in 5,500 salons. “O.P.I is a prestigious brand that fits per fectly into our portfolio. Our history with international brands like Wella has equipped us with the expertise to elevate O.P.I’s presence in India,” said Aroraa.

Saha discusses the anticipated impact of this partnership on O.P.I’s market journey. He noted, “O.P.I is the number one salon nail professional brand globally.

However, in India, various challenges have hindered our growth. Despite this, consumer equity for O.P.I remains strong, as evidenced by our success in the e-commerce channel. With Streamline, we aim to address issues like customer service and nail tech training, ensuring a comprehensive portfolio is available for salon professionals.”

The collaboration between O.P.I and Streamline promises to significantly enhance O.P.I’s market presence in India. “By leveraging Streamline’s established relationships and expertise, we expect O.P.I to become the number one salon nail brand in India over time,” Saha affirmed.

WHAT THE FUTURE HOLDS

The future plans for this partnership are ambitious. “We are operationalising the deal now, and salon partners will soon experience improved customer service and a broader portfolio. Streamline’s strong in-store marketing capabilities will elevate the brand at the first moment of truth. Additionally, with increased business size, we can introduce new products from our global portfolio and customise offerings for the Indian market,” Saha explained.

One of the initial initiatives to kickstart this partnership includes offering exclusive products like Infinite Shine, a long-lasting lacquer, and a new summer collection from the US. “These efforts, combined with Streamline’s robust market strategies, will drive O.P.I’s growth and visibility in India,” he concluded.

Streamline’s immediate focus will be on improving product availability, enhancing customer service and providing nail tech education. “We aim to create strong loyalty at the operator level, making every pedicurist an O.P.I brand ambassador,” Aroraa explained. This strategic partnership aims to establish O.P.I as the number one nail brand in India. The aim is to do so by leveraging Streamline’s extensive network and marketing prowess. Hence, ensuring the brand reaches its full potential across the country.

The collaboration between O.P.I and Streamline is poised to revolutionise the nail industry in India. With Streamline’s expertise and network, combined with O.P.I’s prestigious brand reputation, the partnership is set to address key challenges. It will also improve market presence and ultimately establish O.P.I as the leading salon nail brand in India.