"Biotique: Navigating Beauty's Green Frontier - A Case Study On Ayurveda, Biotechnology, And Sustainable Growth In The Personal Care Industry"

Abstract

Purpose: In the dynamic landscape of the beauty and personal care industry, marked by the dominance of traditional advertising, Biotique emerges as a distinctive player, achieving remarkable success through unconventional means. Founded in 1992 by Vinita Jain, Biotique has carved its niche as a household name, showcasing the efficacy of Ayurveda and biotechnology in the realm of beauty and skincare. This article delves into the unique strengths, weaknesses, and future opportunities of Biotique, emphasizing its exceptional organic growth, strategic digital transformation, and the challenges it confronts in the swiftly evolving market.

Design/Methodology/Approach: This qualitative research study relies on secondary data gathered from research papers in reputable journals, accessed through platforms such as Google Scholar and ResearchGate. Additionally, information is drawn from newspapers, books, and articles to provide a comprehensive analysis.

Findings/Result: The key findings underscore Biotique's need to enhance its digital presence, especially in the retail sector, and explore collaborations to elevate its global standing. The study reveals a potential focus on customer-centric services, recommending surveys to discern consumer needs. Despite its success, Biotique could consider diversifying its product range and targeting a broader demographic segment.

Originality/Value: This paper accentuates the overall performance analysis of Biotique, shedding light on its pioneering green initiatives for environmental sustainability. Biotique's distribution of organic products through digital channels underscores its commitment to eco-friendly practices.

Paper Type: Research case study