“C-Beauty” noma “K-Beauty”? Ubani ozowina imakethe yobuhle yaseNdiya echumayo?

Ngomhlaka-21 kuJulayi, uK Venkataramani, i-CEO yesitolo esikhulu kunazo zonke sobuhle eNdiya i-Health & Glow (esibizwa nge-H&G), waya emcimbini othi “Active beauty in India” obanjwe yi-“Cosmetics Design”. Esithangamini, uVenkataramani waveza ukuthi imakethe yobuhle yaseNdiya “ikhanya ngamandla angakaze abonwe ngaphambili”.

Ngokusho kombiko weVenkataramani, ngokusho kwedatha ye-H&G ezinyangeni ezintathu ezedlule, ukuthengiswa kwemikhiqizo yezindebe kukhuphuke ngo-94%; kulandelwe yizigaba zezithunzi kanye nokufiphala, okukhuphuke ngo-72% kanye no-66% ngokulandelana. Ngaphezu kwalokho, umthengisi ubone ukwanda ngo-57% ekuthengisweni kwemikhiqizo yelanga, kanye nemikhiqizo yezimonyo eziyisisekelo kanye neyokugcoba amashiya.

“Akungabazeki ukuthi abathengi sebeqalile umkhankaso wokuzijabulisa ngokuziphindiselela.” UVenkataramani uthe, “Ngaphezu kwalokho, leli qembu labathengi bobuhle ngemva kobhubhane lizimisele kakhulu ukwandisa umbono walo futhi lihlole imikhiqizo emisha abangakaze bayizame ngaphambili. Imikhiqizo — ingase ivele eShayina, noma ingase ivele eNingizimu Korea.”

01: Kusukela emvelweni "obulalayo" kuya ekwamukeleni ikhemistri 

Isiko lobuhle ligxile kakhulu eNdiya, kodwa lapho, abesifazane bakhulela khona ngemithi yasendulo yaseNdiya. Bakholelwa ekubalukeni kwezithako zemvelo—amafutha kakhukhunathi ezinweleni ezibushelelezi neziqinile, kanye namamaski obuso e-turmeric esikhumbeni esikhanyayo. 

“Okwemvelo, okwemvelo! Abathengi bethu babevame ukulindela ukuthi yonke into emikhiqizweni yethu itholakale emvelweni, futhi babecabanga ukuthi ukwengeza amakhemikhali anoma yiluphi uhlobo kungaba yingozi esikhumbeni.” Uhleka uBindu Amrutham, umsunguli womkhiqizo wokunakekelwa kwesikhumba waseNdiya iSuganda “Mhlawumbe babephambili kakhulu emashumini eminyaka kunomkhuba womhlaba wonke (ebhekisela kumkhuba wamanje wobuhle ‘be-vegan’), kodwa ngaleso sikhathi, kwadingeka sikhuphukele phezulu esitolo ngesandisi-zwi bese simemeza: noma yini izithako zemvelo noma izinto zamakhemikhali kumele ziphumelele ukuhlolwa kokuphepha kuqala! Ungafaki ijusi yolwandle oluvutshiwe lwezinsuku eziyishumi ebusweni bakho!”

Okumjabulisayo uBindu ukuthi imizamo ayifakile yena nozakwabo ayilona ize, futhi imakethe yobuhle yaseNdiya ishintshe kakhulu. Nakuba abesifazane abaningi baseNdiya besathanda kakhulu imikhiqizo yobuhle eyenziwe ekhaya, abathengi abaningi bamukele ubuchwepheshe besimanje—ikakhulukazi ekunakekelweni kwesikhumba. Ukusetshenziswa kwemikhiqizo yokunakekelwa kwesikhumba eNdiya kuye kwanda eminyakeni emihlanu edlule, futhi inkampani yokubonisana ngemakethe i-Global Data ibikezela ukuthi lo mkhuba uzoqhubeka nokukhula esikhathini esizayo.

02: Kusukela “ekuzethembeni” kuya “ekuvuleni amehlo ukuze ubone umhlaba”

Ngokusho kwedatha evela kwi-National Bureau of Statistics of India, cishe amabhizinisi aseNdiya ayi-10,000 angena ngempumelelo esigabeni esiphakathi nsuku zonke, futhi iningi lawo ngabesifazane abasebenza ehhovisi eliphakathi, njengabesifazane abasebenza ehhovisi eliphakathi emhlabeni jikelele, abanezindinganiso zobuhle eziqinile. Lokhu futhi ubuhle beNdiya uqobo. Isizathu esiyinhloko sokukhula okusheshayo kwemakethe yezimonyo zemibala eminyakeni yamuva. I-Purplle, omunye umthengisi wobuhle eNdiya, naye ukuqinisekisile lokhu. 

Ngokusho kukaTaneja, okwamanje, imikhiqizo ethandwa kakhulu eNdiya phesheya kwezilwandle ayiveli eYurophu nase-United States, kodwa ivela ku-K-Beauty (izimonyo zaseKorea). “Uma kuqhathaniswa nemikhiqizo yaseYurophu naseMelika eyenzelwe kakhulu abamhlophe nabamnyama, imikhiqizo yaseKorea eqondiswe kubantu base-Asia ithandwa kakhulu ngabathengi bendawo baseNdiya. Akungabazeki ukuthi igagasi le-K-Beauty selifikile kancane kancane eNdiya.” 

Njengoba uTaneja eshilo, imikhiqizo yezimonyo yaseKorea efana ne-Innisfree, i-The Face Shop, i-Laneige kanye ne-TOLYMOLY ihlose ngamandla imakethe yaseNdiya ukuze ikhule futhi itshale imali. I-Innisfree inezitolo ezibonakalayo eNew Delhi, eKolkata, eBangalore nasemadolobheni amakhulu enyakatho-mpumalanga ye-India, futhi ihlose ukwandisa indawo yayo ngezitolo ezintsha ezithengisa izinto ezithengiswayo emadolobheni aseningizimu ye-India. Ezinye izinhlobo zaseKorea zivame ukusebenzisa indlela yokuthengisa ehlanganisiwe etholakala kakhulu ku-inthanethi futhi ehambisana nokungaxhunyiwe ku-inthanethi. Ngokusho kombiko we-INDIA RETAILER ku-Nykaa, enye ipulatifomu yezobuhle ye-e-commerce yaseNdiya, selokhu inkampani yasayina isivumelwano sokubambisana neminye imikhiqizo yezimonyo yaseKorea (engazange idalulwe yi-Nykaa) ukuze izilethe emakethe yaseNdiya, imali engenayo yenkampani ikhule kakhulu.

Kodwa-ke, uSharon Kwek, umqondisi oqondisayo wesigaba seMintel's South Asia Beauty and Personal Care, uphakamise ukuphikisa. Uveze ukuthi ngenxa yentengo, ukufika kwe-“Korean Wave” emakethe yaseNdiya kungenzeka kungabi lula njengoba wonke umuntu ecabanga. 

“Ngicabanga ukuthi i-K-Beauty ibiza kakhulu kubathengi baseNdiya, kufanele bakhokhe intela yokungenisa ebizayo kanye nazo zonke ezinye izimali zale mikhiqizo. Futhi ngokusho kwedatha yethu, ukusetshenziswa komuntu ngamunye kwabathengi baseNdiya ezimonyweni kuyi-USD eyi-12 ngonyaka. Kuyiqiniso ukuthi isigaba esiphakathi eNdiya sikhula kakhulu, kodwa futhi banezinye izindleko futhi abachithi yonke iholo labo emikhiqizweni yobuhle,” kusho uSharon. 

Ukholelwa ukuthi i-C-Beauty evela eShayina iyindlela engcono kubathengi baseNdiya kune-K-Beauty. “Sonke siyazi ukuthi amaShayina anekhono elihle lokuhlela kusenesikhathi, futhi cishe wonke amadolobha ase-India anezimboni eShayina. Uma izinkampani zezimonyo zaseShayina zihlose ukungena emakethe yaseNdiya, cishe zizokhetha ukukhiqiza imikhiqizo yazo eNdiya, okuzozisiza kakhulu kubathengi. Nciphisa izindleko. Ngaphezu kwalokho, eminyakeni yamuva nje, imboni yezimonyo nezimonyo yaseShayina ibilokhu ithuthuka njalo, inekhono lokuthola ugqozi emikhiqizweni emikhulu nedumile yamazwe ngamazwe, futhi iyilungise ukuze ikhiqize imikhiqizo yayo, kodwa intengo iyingxenye eyodwa kwezintathu kuphela yemikhiqizo emikhulu. Yilokhu kanye abathengi baseNdiya abakudingayo.” 

“Kodwa kuze kube manje, i-C-Beauty ibilokhu iqaphile kakhulu ngemakethe yaseNdiya, futhi izimisele kakhulu ukubheka ezimakethe zaseNingizimu-mpumalanga ye-Asia, njengeMalaysia, i-Indonesia neSingapore, okungenzeka ukuthi zihlobene nezingxabano ezivame ukuba khona phakathi kwala mazwe amabili.” Intatheli ye-“India Times” u-Anjana Sasidharan ubhale embikweni, “Thatha isibonelo se-C-Beauty ezivelele i-PerfectDiary ne-Florasis, zombili ezinabalandeli abaningi ku-inthanethi ezinkundleni zokuxhumana, okuzisizile njengoba zingena ezimakethe ezintsha eNingizimu-mpumalanga ye-Asia. Isikali sesisungulwe ngokushesha. Ku-TIKTOK eNdiya, ungabona futhi ukuthi ividiyo yokukhangisa kaFlorasis ithole imibono engaphezu kwe-10,000 kanye nama-retweets angaphezu kuka-30,000. Ingabe ikhwalithi yezimonyo iphansi?', ama-75% abantu baseNdiya abasebenzisa i-inthanethi bavote ngokuthi 'cha' kanti ama-17% kuphela avote ngokuthi 'yebo'.” 

U-Anjana ukholelwa ukuthi abathengi baseNdiya bayaliqaphela ikhwalithi ye-C-Beauty, futhi bazokwabelana futhi badlulisele amavidiyo okukhangisa ezimonyo zaseShayina, bekhala ngobuhle bazo, okuzoba yinzuzo ku-C-Beauty ukungena emakethe yaseNdiya. Kodwa uphinde waveza ukuthi uma umbuzo othi “Ngingayithengaphi imikhiqizo enophawu lwe-C-beauty?” ezinkundleni zokuxhumana, kuhlale kukhona imibono efana nokuthi “Qaphela, ivela ezitheni zethu.” “Ngokwemvelo, abalandeli baseNdiya be-PerfectDiary kanye ne-Florasis bazovikela imikhiqizo yabo abayithandayo, kuyilapho abaphikisi bezoletha abalingani abaningi ukuze bazame ukuthulisa amazwi abo - ekuxabaneni okungapheli, imikhiqizo kanye nemikhiqizo ngokwayo kuyalibaleka. .Futhi embuzweni obuza ukuthi ungathenga kuphi izimonyo zaseKorea, awuvamile ukubona isimo esinjalo,” kuphetha u-Anjana.