How a decade in FMCG along with a personal need led Anupama Malhotra to launch her own brand: Vert
Anupama Malhotra earned her Honours in Economics and an MBA from Delhi University after which she went on to work in the FMCG sector for more than a decade. She worked with VLCC personal care, Twinings India and SC Johnson which gave her the exposure to manufacture and market FMCG products. Anupama personally had over-sensitive skin, and always felt a void in the personal care segment.
“I was always on the hunt for natural, fresh and safe products but somehow I never had a satisfactory option,” says Anupama. And hence the ides of Vert (which means green) came about. The company was formed in 2011 and the brand launched in June 2013. She single handedly led the way – first with the formulation of the product, then infrastructure, followed by Licensing and then the Brand launch.
“We want to be known for our high quality ethical products which are made from natural ingredients in innovative ways to produce traditional concepts with contemporary twists,” says Anupama. Vert’s natural bath & body care products are made by hand, using time honored methods. “They are individually hand cut, hand poured & hand wrapped, ensuring our natural products are of high quality through all stages of the manufacturing process,” adds Anupama.
The products are also manufactured in smoke free environment at a plant in the Bawana Industrial Area and are 100% vegetarian which contains no animal fat. The products are made using the fine oils, herbs & botanicals which are sourced from across the world. Vert also has a focus on packaging and keeps is recyclable.
Vert has an eCommerce store apart from which it has other distribution channels like the Taj Hotels Delhi, The Kirana shop, Meherchand market and other spas. Anupama also revealed that a 2 days online campaign results in business worth INR 1.5L.The distribution will remain a healthy mix of online and offline channels. And Anupama is looking at opening up franchisees to grow quickly. A rather audacious effort, Anupama has had a good start and with a noteworthy background in the area, Vert can become a brand to be reckoned with.
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