Earthraga harnesses technology for growth in beauty space, plans international expansion

Direct to customer skincare brand Earthraga plans to continue to expand its use of technology to grow in India’s beauty and personal care market. The business is also widening its product selection in the haircare segment and planning international expansion.

“At Earthraga, our vision is to disrupt the market with our product portfolio,” Earthraga’s co-founder and CEO Ganesh Kamath told India Retailing in an interview. “In today’s D2C landscape, technology plays a very important role in not just reaching the consumer but also achieving operational efficiency. We are investing both time and money in research to find new and better ways to incorporate plug-ins and AI-based tools to ensure operational efficiency and an enhanced customer experience. We are continuously exploring new channels and technologies, such as augmented reality and virtual reality, to work on creating immersive experiences that resonate with consumers and differentiate our brand in a competitive landscape.”
 
With a predicted revenue growth of 100% in the 2025 financial year, Earthraga plans to focus its expansion on West and South India in areas including Maharashtra, Gujarat, Karnataka, Tamil Nadu, and Kerala. The business also plans to enter international markets in the next few years.
 
Earthraga is also continuing to expand its product selection to offer a comprehensive beauty solution and has launched a new haircare range. “Introducing our Onion Hair Care Combo, a rejuvenating trifecta to nourish and revitalise your locks from root to tip,” announced the brand on Facebook. “Unleash the potential of your hair with the strength of onions. Discover our Onion Hair Oil today for stronger, healthier locks.”
 
Earthraga’s products include face care, body care, haircare, and lip care goods, according to its website. The brand’s products are priced between Rs 300 and Rs 1,200 and are designed to appeal to a broad spectrum of age ranges.