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Case Study of Naturals (mini pack) Introduction Naturals, founded in 2000 by C.K. Kumaravel and Veena Kumaravel, transformed Indiaโs salon industry. From a single outlet in Chennai, it expanded to 750+ salons using a franchise model, empowering women entrepreneurs and making professional grooming accessible nationwide. 1. Identifying a Market Gap - Before Naturals, salons in India were mostly unorganized. - Women had few premium yet affordable options. - Naturals introduced high-quality, standardized services at mid-range prices. 2. The Franchise Model: Key to Rapid Growth - Allowed scalability without heavy investments. - 90% of salons are franchise-owned, creating 600+ women entrepreneurs. - Focused on Tier 2 & 3 cities, tapping into untapped markets. 3. Branding & Positioning - Affordable luxury between high-end salons and local parlors. - Celebrity endorsements(Kareena Kapoor, Genelia DโSouza). - Standardized services across all outlets for a premium experience. 4. Innovation & Expansion - Introduced Naturals Lounge (luxury salons) and Naturals W (women-exclusive salons). - Partnered with LโOrรฉal, Lakmรฉ, Schwarzkopf for premium services. - Adopted digital booking & social media marketing for customer engagement. 5. Overcoming Challenges - Competition from brands like Lakmรฉ Salon & Jawed Habib โ Expanded aggressively in smaller cities. - Maintaining service quality across 750+ outlets โ Introduced training programs & audits. - COVID-19 impact โ Launched home beauty services & strict hygiene protocols. 6. Future Plans - Expand to 3,000 salons by 2030. - Enter Middle East & global markets. Conclusion Naturalsโ franchise-driven model, focus on women entrepreneurs, and customer-centric innovation made it Indiaโs largest salon chain. Itโs a perfect case study in scaling a business while maintaining quality and impact. From Only Buziness Follow for more
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