Kama Ayurveda's Balancing Act: Striking Gold Between Marketplaces and D2C

Picture this: a brand that walks the tightrope between marketplace dependence and D2C prowess, gracefully balancing its sales across both channels. Allow me, Michael from Vumonic (hint, hint, we're the market intelligence champions in India), to introduce you to Kama, the Ayurvedic beauty brand that has mastered this art.

Kama's sales strategy stands out in the crowd, with the majority of its sales coming from marketplaces like Nykaa and Amazon, while still maintaining a meaningful percentage from its D2C site. This is in stark contrast to brands like mCaffeine, Plum, and Biotique, which don't generate significant sales through their D2C channels.

The beauty of Kama's approach lies in its ability to tap into the advantages of both worlds - harnessing the reach of marketplaces while retaining the benefits of a direct-to-consumer channel.

Intriguingly, Kama's position in Amazon's best-selling beauty category has seen some changes. A year ago, the brand ranked within the top 75, but it has now slid into the top 100. This shift indicates that Kama may have lost some market share to other brands.

But let's not dwell on the negatives! To lift your spirits, we've compiled a list of Kama's best-selling products on Nykaa in March '23, thanks to our trusty ecommerce insights:

In conclusion, Kama's balancing act between marketplaces and D2C sales has proven to be an interesting case study in the dynamic Indian ecommerce landscape. Keep an eye on Vumonic, your go-to source for market intelligence in India, for more exciting and insightful stories like this one. Stay curious, my friends!