Mars Cosmetics Going Guns

Expansion Spree

• Mars Cosmetics aspires to clock INR 400 crore while last year its revenue stood at INR 200 crore.
• Rishabh Sethia, Director and Business Administrator is set for deeper penetration in the online as well as offline space.
• Rishabh is geared up for an investment of INR 3.5 crore for launching new kiosks in states like Rajasthan, Uttar Pradesh, Gujarat and West Bengal.
• The director is aware of the current gaps in their general trade model and is confident of fixing the execution before they expand in South and Eastern part of the country. He is also planning to peg the number of kiosks at 30 across the country.
• In 2016, Mars Cosmetics began as an online direct-to-consumer (D2C) brand which contributes about 5 - 7% of the revenue and the remaining is equally distributed across the marketplaces. In the offline domain, general trade garners around 97% revenue and the company-owned kiosks manage to generate about 2-3% revenue.
• Rishabh aims to enhance the brand awareness in the social media industry. The makeup influencers ruling the reel world have a vital role to play.
• Representing the brand on a global map, MARS Cosmetics became Nancy Tyagi’s ‘Official Makeup Partner’ at the 77th Annual Cannes Film Festival, leaving an indelible mark in the world of fashion. Rishabh feels, this association is a step towards transformative makeup.

Uniquely Yours!

• With modest pricing, neat packaging and easy-to-read ingredients, Mars Cosmetics serves contemporary women with 100% vegetarian and cruelty free products.
• And what is the biggest USP of Mars range? It understands the value conscious Indian mind and have priced their products in the bracket affordable for all cutting across age, income bracket and usage pattern.
• Mars Cosmetics is an aware brand! The research and development team are constantly working on the changing trends in the industry. There was a time when people preferred powder-based blushes and highlighters, but now they prefer cream and liquid formulations. Accordingly, Mars Cosmetics deviated from preferring matte and full-coverage makeup look to the nuede trend.

The Breakout Star

• In 2014, Rishabh Sethia’s father, Mr. Manoj Sethia began retailing of cosmetics and his son, Mr. Rishabh Sethia is about to charter great growth in the Indian cosmetic market.
• Not only he plans to clock robust revenue, Rishabh is clear that the intuitive Indian woman and her affordability are the primary drivers of the growth.

Editor’s Note

Indian cosmetic market was valued at USD 8.1 billion in 2023 and is expected to touch USD 18.4 billion by 2032 at a CAGR or 3.2% during 2023-2032. The emerging trends of product innovation and the rise of organic cosmetics are driving the homegrown industry and Mars Cosmetics is one of the key players.