India’s North East region has a population of about 50 millions. People here take good care of personal hygiene and sanitization. Bath Soap market in this region is about INR 200 Crores and is growing at 7% per year. Popular brands like Vivel, Dettol, Lux, Lifeboy, Cinthol, Margo etc are the major players in this market. Covid pandemic has established one fact in the minds of North East people that Soap is critical for staying away from various diseases. This realization will lead to further market growth in this segment. It is rare to find a local player in this segment. North East being a remote region, there is plenty of gaps where a local player can penetrate and make space for itself.

Ayurveda is considered to be the oldest healing science. Ayurveda means “Science of Life” and the knowledge stems from ancient Vedic culture. Principles of many of the popular natural healing systems have their roots in Ayurveda, including Homeopathy and Polarity Therapy. Ayurvedic herbs cleanse the body, boost defense against diseases and gives a glowing skin.

People here are educated and health conscious. Social media and easy access to Internet have made people more aware of the harmful sides of Chemicals. Ayurvedic product is all about natural ingredients. Herb extracts add natural goodness to the formulation and that makes a Bath Soap more skin friendly. Fresh Herbs are readily available in this region. With these herbs, Bath Soaps made here are more natural and will attract people towards it.

SFG’s target market is the sub-urban & rural areas of North East and it will utilize existing distribution network and also direct marketing through retailers and door to door deliveries. SFG plans to utilize print media, local radio and television media wherever found beneficial. It will be active in various social media platforms as well. SFG also intends to go for online marketing.