Beauty is skin deep

TRAIL BLAZER/ MAKES A MARK

Most people attend parties and partake in conversations as mere social rituals. However, there are some who take insights out of these to make their fortune. S C Sehgal, managing director, Ozone Ayurvedics, for instance, took his entrepreneurial inspirations from precisely such conversations that were constantly articulated at social events.

I often heard women exchange notes on ways to remove scars and pimple marks on their faces. That set me thinking about some viable solution. I got together with an old friend of mine, Dr Joshi, who was the head of department at Banaras Hindu University and was involved with Ayurvedic research. That apart, my wife has a doctorate in immunology and her suggestions helped us as well. One thing led to another, we set up a full-fledged R&D unit and year 2001 saw the launch of Nomarks skin-care cream in the market.

Six years down the line, Nomarks has single-handedly managed to create an Rs 102-crore category in the Indian skin-care market. The success of this innovative brand compelled many established MNCs to aggressively market their own products to serve the tremendous demand Nomarks created. I started with a simple idea and a need where women are constantly seeking solutions for fair and scar-free skin. And today, thanks to our success, the segment has become the most aggressive category in the skin-care market, with a growth rate of 20 per cent.

The real turning point for me came in 2003 when I received recognition for my efforts from various fronts. The AC Nielsen survey in 2003 reported us as the "most preferred brand" in the anti-marks category. Today, we have around 40 per cent market share and we are fairly well distributed. And in the same year, I was conferred the 'Rashtriya Ratan Award' by the Golden Economic Forum in 2003. This was followed by the 'Pride of India Award' that presented to me by the Governor of Punjab and I also became a finalist in the Ernst & Young Entrepreneur of the Year Award, 2003. Such recognition has encouraged me and has never allowed me to rest on my laurels.

Today, Nomarks has achieved a CAGR growth of 45 per cent as compared to the growth of skin-care industry at 7.5 per cent and mark-removal category at 20 per cent. I have also forayed into the global market with entry into UK and Canada. Already I have achieved a turnover of Rs 114 crore and am looking at doubling my turnover to Rs 200 crore by the end of this financial year.

I am further looking at a fixed investment of Rs 25 crore as we have already launched our Nomarks soap brand and are also considering the launch of other variants along with Nomarks lotion, scrub and face-wash. I am also working towards introducing ayurvedic cosmoceuticals this year.

I think my biggest innovation as well as challenge has been in venturing into a completely uncharted terrain. As in, the mark-remover skincare sector had to be initiated with great documentation and clinical work to offer right formulation of the product. And since it was an entirely new concept, I had to work doubly hard at establishing credibility of the product by consistently maintaining a continuous dialogue with the consumer, backed with research findings on efficacy "� to increase awareness about the quality and benefits of the product. And having done that, I had to alongside at creating a pan-India distribution network to make sure our products reached the consumer at the same time, across the country. Although the task of putting in place a satisfactory distribution network around the country has, by and large, been achieved (we have around 2000 distributors), we are endeavoring to expand the system further.

I think our biggest strength is that we are not obsessed with our 'correctness'. instead, we are open to learning. I have recruited more 70 fresh MBAs who are managing our field operation and we are constantly seeking and promoting young talent. Sure, my family has been very supportive and my children respect my achievements and are working towards carrying the flag further.