In the past three years, India’s leading beauty marketplace, Purplle has recorded 51% higher revenue growth in non-metro cities like Bardhaman as compared to its revenue growth from seven Metro cities. As a result, Purplle’s Non-metro revenue share is now about 70%. Smaller cities have led the aggressive growth between 50% to 150% faster than the overall India beauty ecommerce demand. Skincare, Make-up and Haircare are the largest volume drivers in Beauty shopping online contributing to 35%, 31% and 26% of overall volumes respectively. Purplle is funded by Goldman Sachs, Verlinvest, Blume Ventures, IvyCap Ventures and JSW Ventures.
The online beauty product shoppers in non-metro cities like Bardhaman place over 80% more orders than the Metro-based online shoppers. In-fact Non-Metro shoppers have more than doubled the number of times they shop for beauty products over last three years. Health & Hygiene products as well as weight management products are also emerging categories in Beauty ecommerce with 65% volume contribution from non-metro markets like Bardhaman. Shoppers in these non-metro cities like Bardhaman spend most on hair care products followed by make-up and Skincare products every month. The amount of money shoppers in non-metro cities like Bardhaman spend on various brands differ. Beauty products based on ingredients like Vitamin C & E, Aloe Vera, Green tea, Rose, Neem, Papaya, Almond, Lemon & Cucumber are very popular, with Non-Metro cities accounting for nearly 70% of these transactions.
From August 4 to August 8, Purplle is launching India’s largest online beauty sale. The five-day sale festival will offer more than 15,000 beauty products across 500 Indian and International brands on Purplle.com, making it India’s largest online sale of beauty products across skincare, haircare and makeup categories. The online sale festival will be offering products from Purplle’s exclusive beauty brands as well as renowned global brands. During this Online Sale festival, Purplle will enable its sellers to offer up to three times deeper discounts as compared to normal days. Purplle expects a five-fold increase in customer traffic during the Online Sale Festival days as compared to normal days. This is expected to increase Purplle’s daily transactions volume six times during the festival days. The company also expects 75% of its orders during this festival from Tier 2 & Tier 3 markets. Increased consumer aspirations and better awareness of personal care have increased online shopping for beauty and cosmetic products on Purplle during the last couple of years.
