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No skin in the name: Kaya struggled with a business ahead of its time. Will rebranding help reverse the blemishes?

From a high-end skincare business, Kaya is now rejigging its value proposition to include more affordable options. The company, which dropped ‘Skin’ from its name late last year, is betting big on brand repositioning.
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soumyagupta
22 Mar 2019 8 Mins Read 0 comment
Kaya products on display at a Kaya Clinic; courtesy of Kaya
Kaya products on display at a Kaya Clinic; courtesy of Kaya
Sanditi Gargya and Amulya Vanga are Delhi residents. They had recently picked up a few Kaya sheet masks, branded as Derma Naturals. Sheet masks are the latest hit in India’s beauty and personal care market, and the 26-year-old working women wanted to try them out. As Gargya puts it, “sheet masks are a fun way to spend a girls’
of India’s finest promoter groups with a track record of wealth creation. Kaya is worth a bet,” Veliyath says. But given Kaya’s financials, not many investors will be able to sit tight like Veliyath. It has to prove that the beauty in this business isn't skin deep. ( Graphics by Sadhana Saxena) ( Research support: Rochelle Britto)
Sanditi Gargya and Amulya Vanga are Delhi residents. They had recently picked up a few Kaya sheet masks, branded as Derma Naturals. Sheet masks are the latest hit in India’s beauty and personal care market, and the 26-year-old working women wanted to try them out. As Gargya puts it, “sheet masks are a fun way to spend a girls’ of India’s finest promoter groups with a track record of wealth creation. Kaya is worth a bet,” Veliyath says. But given Kaya’s financials, not many investors will be able to sit tight like Veliyath. It has to prove that the beauty in this business isn't skin deep. ( Graphics by Sadhana Saxena) ( Research support: Rochelle Britto)

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