Launched by sisters Grishma and Mauli Teli, the line is said to have been launched following an investment of Rs 5 Crore, which has now led to the introduction of 60 products bearing the brand name.
The company was started up two years ago, but the new line of Halal certified products was launched after the sisters realised that there was demand for a comprehensive line of products catering specifically to Muslim women.
No alcohol or pig fats
The line has been certified by Chennai-based certification body Halal India, and according to the COO Muhamed Meeran Ecotrail is the first in India to get certification specifically for cosmetics.
India is set to hold the world’s second largest Muslim population after Indonesia, and the Teli sisters are aiming to tap into the fast-growing income amongst this population, which is now leading to a spike in demand for products that meet the beliefs of this segment of the population.
The Telis sisters say they aimed to launch a product line that avoids commonly used ingredients derived from either pig fat or by products, or else alcohol – both of which are not permitted to be used by strict practitioners.
Vegetarian-friendly
Because the line is also free of animal fats, it is also said to appeal to the sizeable portion of the Indian population that is vegetarian.
The plan is to expand the business both in India and into markets worldwide where there are also a higher percentage of the population that identifies as Muslim.
The sisters say that in India, the strategy will be to expand through the development of a comprehensive retail and distribution that will include two company stores in Ahmedabad, which will later be complimented by up to 20 more stories within the first year and plans for an online presence.
Halal cosmetics holds great potential
A recent report from market research firm TechNavio has highlighted the rise of cosmetics able to make halal claims, noting it expects the category to see growth at a CAGR of 11.08% over the period of 2014 – 2018.
The projected growth will follow two key consumer trends: the growing number of Muslim consumers, and increasing customer concern surrounding halal cosmetics.
“There is an increase in the demand for cosmetics and personal care products which adhere to Islamic law,” analysts for the report firm note.