D2C ayurveda brand Vedix to launch month-long beauty festival

Customised Ayurveda brand Vedix said it is launching a month long beauty festival, the first direct to consumer brand to do so as part of its strategy to offer discounts, flash sales and limited edition products starting next week. As part of the initiative, the brand has on-boarded 300 influencers to promote its campaign – Tyoharon Ki Khushi With Vedix – which will feature its customers with stories of celebrating festivals of India since the pandemic started.

“This festive season will be a special one as all of us step into the post-pandemic world. We wish to share and bring cheer to our one million customers by doing something special for them. We have brought our 5,000 years old dharohar as a gift for our customers and the deals and offers we have in store for you, will make festivals more special,” said Jatin Gujrati, business head – Vedix.

The beauty festival will include deep discounts, flash sales on nearly half a dozen festival days such as Durga Pooja, Karwachauth, Dussehra, Diwali, Samvat New Year, Bhai Dooj and Chhath.

Founded in 2017 as part of Incnut group, Vedix has raised series A funding of $4 million from RPSG ventures. With an annual revenue run rate of Rs160 crore it is adding close to one lakh new customers every month. Vedix, that sell products on marketplaces such as Amazon, Flipkart, Purplle, competes with the likes of Dabur, Patanjali and more recent Colgate in the natural space.

Sales of naturals products across personal care categories have grown at nearly twice the rate of regular consumables during the year ended June, as the spread of Covid-19 led to an increased consumer interest, awareness and demand for ayurvedic brands, according to Kantar.