Abstract: A Study on Marketing Strategies in E- Commerce Cosmetic Industry with Reference to Nykaa

by | Sep 30, 2023 | Research

A Study on Marketing Strategies in E-Commerce Cosmetic Industry with Reference to Nykaa
Dr. Himani Raval, Assistant Professor, Department of Business Management
Vedantam Rishith Anand, Student, Department of Business Management
St. Mary’s College, Hyderabad

Originally published in the International Journal of Advances in Engineering and Management (IJAEM), Volume 5, Issue 9 Sep 2023, pp: 460-466 www.ijaem.net ISSN: 2395-5252


This study investigates the marketing tactics used by Nykaa, a significant e-commerce company in the Indian cosmetics business. E-commerce has grown in importance as a means for companies to connect with customers as a result of the development of the internet and mobile technology. As people increasingly prefer online purchasing for their aesthetic requirements, the cosmetics business has seen substantial growth in the e-commerce space. This study tries to pinpoint the crucial elements that have fueled Nykaa’s success in the online cosmetics sector through a thorough review of the company’s marketing tactics. Data collection for the study uses both primary and secondary sources. According to the report, Nykaa has used numerous marketing platforms, including social media, email marketing, and influencer marketing, to build brand awareness, engage clients, and boost sales. The business has also made significant investments in technology and customer service to stand out from rivals and give customers a flawless online shopping experience. Overall, the research’s conclusions offer insightful advice for marketers and companies engaged in the e-commerce cosmetics sector, emphasizing the necessity of using a multi-channel marketing strategy and making investments in customer service and technology to thrive in the digital era.

See original publication: https://ijaem.net/issue_dcp/A%20Study%20on%20Marketing%20Strategies%20in%20E%20Commerce%20Cosmetic%20Industry%20with%20Reference%20to%20Nykaa.pdf 

Author Bio

Dr Himani Raval

Dr Himani Raval is an Assistant Professor of Management, and currently, the Head of the Department of Business Management at St Mary's College. She has over a decade of experience in teaching management students at UG and PG level. Prior to joining St. Mary’s College, she taught Business Management and held administrative positions at reputable colleges in Bangalore and Rajkot.