Ngubani oza kuphumelela kwimarike yobuhle yaseIndiya echumayo?

Ngomhla wama-21 kuJulayi, uK Venkataramani, i-CEO yevenkile enkulu yobuhle eIndiya iHealth & Glow (ebizwa ngokuba yi-H&G apha), waya kumgca othi “Active beauty in India” obanjwe yi-“Cosmetics Design”. Kwiforam, uVenkataramani ubonise ukuba imakethi yobuhle eIndiya “ikhanya ngamandla angazange abonwe ngaphambili”.

Ngokwengxelo yeVenkataramani, ngokwedatha ye-H&G kwiinyanga ezintathu ezidlulileyo, ukuthengiswa kweemveliso zelipstick kunyuke ngama-94%; kulandele iindidi zezithunzi kunye ne-blush, ezinyuke ngama-72% kunye nama-66% ngokulandelelana. Ukongeza, umthengisi ubone ukunyuka kwama-57% kwintengiso yeemveliso ze-sunscreen, kunye neemveliso ze-base makeup kunye ne-brow.

“Akukho mathandabuzo ukuba abathengi baqalise i-revenge consumption carnival.” UVenkataramani uthe, “Ukongeza, eli qela labathengi bobuhle emva kobhubhane lizimisele ngakumbi ukwandisa umbono walo kwaye lihlole iimveliso ezintsha abangazange bazizame ngaphambili. Iimveliso — zinokuvela eTshayina, okanye zinokuvela eMzantsi Korea.”

01: Ukusuka kwindalo "ebulalayo" ukuya ekwamkeleni ikhemistri 

Inkcubeko yobuhle igxile kakhulu eIndiya, kodwa apho, abafazi bakhulela khona ngamayeza amandulo aseIndiya. Bakholelwa ekuxabisekeni kwezithako zendalo—ioyile yekhokhonathi yeenwele ezigudileyo neziqinileyo, kunye neemaski zobuso ze-turmeric zolusu olukhazimlayo. 

“Yendalo, yendalo yonke! Abathengi bethu babelindele ukuba yonke into kwiimveliso zethu ivele kwindalo, kwaye babecinga ukuba ukongeza iikhemikhali zalo naluphi na uhlobo kuya kuba yingozi eluswini.” Uhleka uBindu Amrutham, umsunguli wenkampani yokhathalelo lolusu yaseIndiya iSuganda “Mhlawumbi babephambili ngeminyaka emininzi kunendlela yehlabathi (ebhekisa kwindlela yobuhle yangoku ‘ye-vegan’), kodwa ngelo xesha, kwakufuneka sinyuke siye phezulu evenkileni ngesandisi-lizwi size sikhwaze: nantoni na Izithako zendalo okanye izinto zeekhemikhali kufuneka ziphumelele uvavanyo lokhuseleko kuqala! Musa ukubeka ijusi yolwandle ebilisiwe yeentsuku ezilishumi ebusweni bakho!”

Okuvuyisayo kuBindu kukuba, imizamo ayenzileyo kunye noogxa bakhe ayilolize, kwaye imakethi yobuhle yaseIndiya itshintshe kakhulu. Ngelixa abafazi abaninzi baseIndiya besaxakeke kakhulu ziimveliso zobuhle ezenziwe ekhaya, abathengi abaninzi baye bamkela ubuchwepheshe banamhlanje—ingakumbi ekunyamekeleni ulusu. Ukusetyenziswa kweemveliso zokhathalelo lolusu eIndiya kuye kwanda kakhulu kwiminyaka emihlanu edlulileyo, kwaye ingcali yemarike iGlobal Data iqikelela ukuba olu hlobo lonyango luya kuqhubeka lukhula kwixesha elizayo.

02: Ukusuka “ekuzimeleni” ukuya “ekuvuleni amehlo ukuze ubone ihlabathi”

Ngokwedatha evela kwi-National Bureau of Statistics yaseIndiya, phantse abantu abangama-10,000 abasakhasayo baseIndiya bangena ngempumelelo kwizinga eliphakathi yonke imihla, kwaye uninzi lwabo ngabafazi abasakhasayo, njengabafazi abasakhasayo kwihlabathi liphela, abanemigangatho yobuhle engqongqo. Olu lukwalubuhle baseIndiya ngokwayo. Isizathu esiphambili sokukhula ngokukhawuleza kwemarike yezithambiso zemibala kwiminyaka yakutshanje. UPurplle, omnye umthengisi wobuhle eIndiya, naye uqinisekisile olu luvo. 

Ngokutsho kukaTaneja, okwangoku, iimveliso ezidumileyo zaseIndiya zaphesheya kwezilwandle aziveli eYurophu naseMelika, kodwa zivela kwi-K-Beauty (izithambiso zaseKorea). “Xa kuthelekiswa neemveliso zaseYurophu naseMelika ezenzelwe ikakhulu abamhlophe nabamnyama, iimveliso zaseKorea ezijoliswe kuma-Asia zithandwa kakhulu ngabathengi basekuhlaleni baseIndiya. Akukho mathandabuzo ukuba igagasi le-K-Beauty liye lafika kancinci kancinci eIndiya.” 

Njengoko uTaneja etshilo, iimpawu zokuhombisa zaseKorea ezifana ne-Innisfree, iThe Face Shop, iLaneige kunye ne-TOLYMOLY zijolise ngamandla kwimarike yaseIndiya ukuze zandiswe kwaye zityale imali. I-Innisfree ineevenkile ezibonakalayo eNew Delhi, eKolkata, eBangalore nakwiidolophu ezinkulu kumantla-mpuma eIndiya, kwaye iceba ukwandisa ngakumbi indawo yayo ngeevenkile ezintsha ezenziwe ngezitena kunye nodaka kwizixeko ezisemazantsi eIndiya. Ezinye iimpawu zaseKorea zihlala zisebenzisa indlela yokuthengisa edibeneyo ekwi-intanethi kwaye yongezwa yi-intanethi. Ngokwengxelo ye-INDIA RETAILER kwiNykaa, elinye iqonga le-e-commerce yobuhle baseIndiya, ukusukela oko inkampani yasayina isivumelwano sobambiswano nezinye iimpawu zokuhombisa zaseKorea (ezingachazwanga yiNykaa) ukuzisa kwimarike yaseIndiya, ingeniso iyonke yenkampani ikhule kakhulu.

Nangona kunjalo, uSharon Kwek, umlawuli ocebisayo kwicandelo leMintel's South Asia Beauty and Personal Care, uphakamise inkcaso. Ukhankanye ukuba ngenxa yexabiso, ukufika kwe-“Korean Wave” kwimarike yaseIndiya kusenokungabi lula njengoko wonke umntu ebecinga. 

“Ndicinga ukuba iK-Beauty ibiza kakhulu kubathengi baseIndiya, kufuneka bahlawule iirhafu zokungenisa ezibizayo kunye nazo zonke ezinye iifizi zezi mveliso. Kwaye ngokwedatha yethu, ukusetyenziswa komntu ngamnye kwabathengi baseIndiya kwizinto zokuthambisa yi-12 USD ngonyaka. Kuyinyani ukuba udidi oluphakathi eIndiya lukhula kakhulu, kodwa banazo nezinye iindleko kwaye abachithi yonke imivuzo yabo kwiimveliso zobuhle,” utshilo uSharon. 

Ukholelwa ukuba i-C-Beauty yaseTshayina lukhetho olungcono kubathengi baseIndiya kune-K-Beauty. “Sonke siyazi ukuba amaTshayina anobuchule ekucwangciseni kwangaphambili, kwaye phantse zonke izixeko zaseIndiya zinemizi-mveliso eTshayina. Ukuba iinkampani zezithambiso zaseTshayina ziceba ukungena kwimarike yaseIndiya, kusenokwenzeka ukuba ziya kukhetha ukuvelisa iimveliso zazo eIndiya, nto leyo eya kuzinceda kakhulu kubathengi. Nciphisa iindleko. Ukongeza, kwiminyaka yakutshanje, ishishini lobuhle kunye nezithambiso laseTshayina liye laphucuka rhoqo, linobuchule ekufumaneni ugqozi kwiimveliso ezinkulu nezaziwayo zamazwe ngamazwe, kwaye lizilungelelanise ukuze zivelise iimveliso zazo, kodwa ixabiso liyinye kwisithathu kuphela seempawu ezinkulu. Yile nto kanye abathengi baseIndiya abayidingayo.” 

“Kodwa ukuza kuthi ga ngoku, i-C-Beauty ibilumkele kakhulu imakethi yaseIndiya, kwaye izimisele ngakumbi ukujonga kwiimakethi zaseMpuma-mpuma Asia, ezifana neMalaysia, iIndonesia neSingapore, ezinokunxulunyaniswa neengxabano ezixhaphakileyo phakathi kwala mazwe mabini.” Intatheli ye-“India Times” u-Anjana Sasidharan ubhale kwingxelo, “Thatha umzekelo we-C-Beauty standers i-PerfectDiary kunye ne-Florasis, zombini ezinabalandeli abaninzi kwi-intanethi kwimidiya yoluntu, nto leyo ebancedileyo njengoko bengena kwiimakethi ezintsha eMzantsi-mpuma Asia. Ubungakanani busekwe ngokukhawuleza. Kwi-TIKTOK eIndiya, ungabona nokuba ividiyo yokukhuthaza i-Florasis ifumene izimvo ezingaphezu kwe-10,000 kunye nee-retweets ezingaphezulu kwama-30,000. Ngaba umgangatho wezithambiso uphantsi?', ama-75% abantu baseIndiya abasebenzisa i-intanethi bavote 'hayi' kwaye ama-17% kuphela avote 'ewe'.” 

U-Anjana ukholelwa ukuba abathengi baseIndiya bayayiqonda imigangatho ye-C-Beauty, kwaye baza kwabelana kwaye bathumele iividiyo zokukhuthaza izithambiso zaseTshayina, bekhala ngobuhle bazo, nto leyo eya kuba lithuba lokuba i-C-Beauty ingene kwimarike yaseIndiya. Kodwa ukwathe ukuba xa umbuzo othi “Ndingazithenga phi iimveliso ezinophawu lwe-C-beauty?” kwimidiya yoluntu, kusoloko kukho izimvo ezifana nokuthi “Lumka, zivela kwiintshaba zethu.” “Ngokwemvelo, abalandeli baseIndiya bePerfectDiary kunye neFlorasis baza kuzikhusela iimveliso zabo abazithandayo, ngelixa abachasi beza kuzisa amanye amaqabane ukuzama ukuthulisa amazwi abo – kwimpikiswano engapheliyo, iimpawu kunye neemveliso ngokwazo ziyalityalwa. .Kwaye kumbuzo obuza ukuba ungathenga phi izithambiso zaseKorea, awufane ubone imeko enjalo,” ugqiba u-Anjana.