Plum Goodness, a well-known vegan beauty brand from India, is moving into a growth phase by boosting its store presence and focusing on smaller cities. Started in 2014 with a small product range, the company has turned into a top local beauty and personal care brand. Now, it’s aiming for about 25–30% growth each year for the next three years. This growth plan shows the trend in India’s direct-to-consumer market, where leading brands are growing fast using multiple sales channels, new products, and a good understanding of what customers want.
Over time, Plum Goodness has kept its spot in the Indian direct-to-consumer market by prioritizing customers, using scientific research, and keeping product quality consistent. CEO Shankar Prasad said that to stay on top, brands need to really understand their customers. He believes improving product formulas is key to long-term success. This focus has helped Plum Goodness become one of the fastest-growing beauty and skincare brands in India.
The brand sells products through its website, online stores, quick commerce platforms, physical stores, and traditional retail. About 70% of its sales come from online channels, which shows the strength of the online direct-to-consumer market in India. Physical stores account for 30% of sales and are growing. Quick commerce is becoming a major sales channel, matching what consumers want.
Plum Goodness products are sold in nearly 20,000 stores in India. The company is planning to expand more in smaller cities. About 60% of its sales already come from these areas, so the brand wants to open more stores and expand its sales network beyond big cities. The company is also growing in traditional and modern retail, as more direct-to-consumer brands move from online-only to a multi-channel approach.
The brand is also selectively growing in Asian markets that are a good fit, like South Asia, West Asia (UAE and Saudi Arabia), parts of East Asia, and Africa. This cautious growth shows the rising international demand for beauty and skincare brands from India that focus on clean, vegan, and science-backed products.
When it comes to new products, Plum Goodness is sticking with skincare and body care, focusing on items like face washes, toners, serums, moisturizers, and creams. New products are based on science and customer needs, which appeals to millennials and Gen Z, who are the brand’s main customers.
The company’s work on sustainability, like using recycled plastic in bottles and a take-back program, strengthens Plum Goodness’s image as a responsible brand.
With a clear plan and strong customer trust, Plum Goodness wants to grow in a sustainable way while providing a great experience to customers. As direct-to-consumer brands in India grow and aim for growth through multiple channels, Plum Goodness is a strong and forward-thinking brand.
