{"title":"Nykaa: A Keen Contest in Beauty Products Retailing","authors":"M. Krishna, S. Arora","doi":"10.1177/09728201221139948","DOIUrl":null,"url":null,"abstract":"In 2019, Nykaa was recognized as India’s undisputed beauty product sales queen. Since its inception in 2012 as a niche e-commerce website, Nykaa has evolved rapidly. By 2019, Nykaa opened its 50th retail store, with plans for another 150; it had expanded into new customer segments (salon owners and men) and forged new partnerships (e.g. with Bollywood celebrities). In a manner reminiscent of a judo player, Nykaa had outmanoeuvred much larger sellers, such as Amazon, and was close to a one-billion-dollar valuation by the end of 2019. Nykaa now faced an even more exciting set of opportunities and challenges. Nykaa’s recent decision to ramp up a new business-fashion faced scepticism. Sceptics questioned whether Nykaa’s omnichannel model could work in India’s fiercely contested fashion market in 2019. Nykaa also faced a growing challenge in its core market from purplle.com—an online marketplace for beauty products. While tracing the causes for Nykaa’s success in the beauty market, the case highlights the need for senior management to re-evaluate and evolve the company’s strategy.","PeriodicalId":41247,"journal":{"name":"Asian Journal of Management Cases","volume":"1 1","pages":""},"PeriodicalIF":0.1000,"publicationDate":"2022-12-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asian Journal of Management Cases","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/09728201221139948","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"MANAGEMENT","Score":null,"Total":0}
引用次数: 0
Abstract
In 2019, Nykaa was recognized as India’s undisputed beauty product sales queen. Since its inception in 2012 as a niche e-commerce website, Nykaa has evolved rapidly. By 2019, Nykaa opened its 50th retail store, with plans for another 150; it had expanded into new customer segments (salon owners and men) and forged new partnerships (e.g. with Bollywood celebrities). In a manner reminiscent of a judo player, Nykaa had outmanoeuvred much larger sellers, such as Amazon, and was close to a one-billion-dollar valuation by the end of 2019. Nykaa now faced an even more exciting set of opportunities and challenges. Nykaa’s recent decision to ramp up a new business-fashion faced scepticism. Sceptics questioned whether Nykaa’s omnichannel model could work in India’s fiercely contested fashion market in 2019. Nykaa also faced a growing challenge in its core market from purplle.com—an online marketplace for beauty products. While tracing the causes for Nykaa’s success in the beauty market, the case highlights the need for senior management to re-evaluate and evolve the company’s strategy.
期刊介绍：
Asian Journal of Management Cases is a peer-reviewed journal that aims at providing high-quality teaching material to academics, consultants, and management developers, through cases on management practices in the socioeconomic context of developing Asian countries. The journal covers all administrative disciplines including accounting and finance, business ethics, production and operations management, entrepreneurship, human resource management, management information systems, marketing, organizational behaviour, strategic management, and managerial economics. Each issue of Asian Journal of Management Cases comprises four to five original case studies. Teaching cases should be accompanied with a Teaching Note (TN). Even though the TN will not be published, it is necessary for the review process and can be obtained by contacting the authors directly. Please refer to the online submission guidelines for details on writing a teaching note. AJMC does not publish pure research or applied research based on field studies (not case studies). The journal is published in March and September every year with thematically focused issues occasionally.
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