Aaranyaa is a product of Vedic Natural Care Pvt. Ltd. The company was incorporated in 2011 in New Delhi, with the objective of manufacturing and selling high quality skincare products in national as well as international markets under the brand name Aaranyaa. The name has been derived from a Sanskrit word meaning forest. Signifying nature, Aaranyaa’s products are outcome of extensive research on the efficacy of skin care products based on amino acids derived from nature and blended with herbal extracts, essential oils and other organic ingredients.
Aaranyaa upholds a synergistic fusion of modern skincare technology combined with ayurvedic system of skincare to develop products using natural and organic ingredients. The products are predominantly water-based which can be quickly absorbed in skin. The combination of natural and organic ingredients has proven efficacy and has been accepted worldwide.
Aaranyaa promotes high quality products and strives to sustain and improve the product quality and efficacy regularly. It uses mild preservatives while avoiding all known allergens. The company values the feedback and suggestions from its customers and strives to continuously improve the products without any unrealistic claims about the product. As a key brand differentiator, Vedic Natural Care went a step ahead by providing the personal mobile numbers of its co-founder and Director, Nagendra Pal Singh, on each and every product of Aranyaa instead of an outsourced call centre number which helped the brand make a connect with all its discerning users on a personal note. The brand aims to bring in its fold all the discerning users who are aware that ‘beauty is not skin deep but buried deep inside their skin’.
Aaranyaa has a wide range of products in hair care, face care, and body care categories. It has several therapeutic products for treatment of acne, dark spots, pigmentation and stretch marks. These products have been designed taking care of different skin types.
The company adopted a mixed approach of selecting target segments and marketing of Aaranyaa in its initial three to four years. The products were first launched in Delhi and NCR using retail marketing channels in selected stores with focus on winning the confidence of consumers.
The target segment was expanded by registering the brand with e-retailers and advertising products in selected magazines. As the awareness about Aaranyaa grew, the products were introduced in institutional marketing channels such as central police canteens and chain of stores of known brands such as Dabur and Faces Cosmetics India Pvt. Ltd.
Aaranyaa is now poised to enter the export market and expand its reach further in the indigenous market through thousands of khadi outlets spread all over the country.
The growth strategy is enshrined in the philosophy of the company and its brand Aaranyaa. Simply stated, the strategy focusses on growing continuously and steadily by winning and sustaining the confidence of consumers.