Going to college, a party, an office or just hanging out, applying <keyword id="18727" type="General" weightage="20" keywordseo="kajal" source="Orion">kajal</keyword> to your eyes uplifts the whole look of your face. There are a variety of kajals available with different designs, colours and properties. A kajal is easy to apply and carry. While buying, one must look for a kajal that is smudge-proof, waterproof, long-lasting and has dense pigment. To ease down your research, we have curated a list from Amazon of some of the best smudge-proof kajals. <bulletContentEmbed name="B06WGZP21B" columns="1"><bulletContentHeading name="B06WGZP21B_head"><columnHead col="1"><columnHeadThumb><div type="image" title="Matte Finish" msid="88814418" hostid="261"></div></columnHeadThumb><columnHeadTitle>B06WGZP21B</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B06WGZP21B_body"><bulletContentRow name="B06WGZP21B_3638869339506479"><bulletContentRowHeading><bulletContentRowHead col="1">Maybelline New York Colossal Kajal, Black</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This kajal from Maybelline contains aloe vera to soothe the eyes. Suitable for everyday use, it gives a deep intense matte finish. To make it last longer, it is smudge-proof and waterproof.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B06WGZP21B_0068067595292312"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Its unique tip design makes it glide smoothly.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B01LNT83KK" columns="1"><bulletContentHeading name="B01LNT83KK_head"><columnHead col="1"><columnHeadThumb><div type="image" title="Smudge-Proof" msid="88562673" hostid="261"></div></columnHeadThumb><columnHeadTitle>B01LNT83KK</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B01LNT83KK_body"><bulletContentRow name="B01LNT83KK_0611082858182313"><bulletContentRowHeading><bulletContentRowHead col="1">Elle 18 Eye Drama Kajal, Super Black</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Dermatologically tested, this kajal from Elle 18 is safe to use. It features a twist-up design that helps to give a deep stroke. With a dramatic look, it lasts up to 12 hours. The kajal is smudge-proof and waterproof.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B01LNT83KK_5152142180133066"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Suitable for both day and night, it has an intense matte texture.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B00V8647R2" columns="1"><bulletContentHeading name="B00V8647R2_head"><columnHead col="1"><columnHeadThumb><div type="image" title="Smooth Glide" msid="88562694" hostid="261"></div></columnHeadThumb><columnHeadTitle>B00V8647R2</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B00V8647R2_body"><bulletContentRow name="B00V8647R2_3667417826205978"><bulletContentRowHeading><bulletContentRowHead col="1">Faces Canada Magnet Eyes Kajal, Black</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Enriched with the goodness of vitamin E and almond oil, this kajal from Faces Canada has a deep dark finish. It keeps the eyes nourished and has a smooth glide. With no synthetic fillers, it should be safe to use. Suitable to stay for 24 hours, the kajal is smudge-proof, waterproof and fade-proof.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B00V8647R2_7660379262299085"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">It glides easily and is highly pigmented.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B0798KV8S6" columns="1"><bulletContentHeading name="B0798KV8S6_head"><columnHead col="1"><columnHeadThumb><div type="image" title="Long-Lasting" msid="88562725" hostid="261"></div></columnHeadThumb><columnHeadTitle>B0798KV8S6</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B0798KV8S6_body"><bulletContentRow name="B0798KV8S6_3677355064869873"><bulletContentRowHeading><bulletContentRowHead col="1">Lakme Eyeconic Kajal, Black</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This twist-up pencil kajal from Lakme has a long-lasting finish. With its deep black finish, it uplifts the look. Suitable to last for up to 22 hours, the kajal is smudge-proof and waterproof.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B0798KV8S6_8730627434446837"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">It has a convenient twist-up design.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B00GX7AISS" columns="1"><bulletContentHeading name="B00GX7AISS_head"><columnHead col="1"><columnHeadThumb><div type="image" title="Intense Colour" msid="88562760" hostid="261"></div></columnHeadThumb><columnHeadTitle>B00GX7AISS</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B00GX7AISS_body"><bulletContentRow name="B00GX7AISS_7575370485519412"><bulletContentRowHeading><bulletContentRowHead col="1">L'Oreal Paris Kajal Magique, Supreme Black</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Suitable to wear with contact lenses, this kajal from L'Oreal is easy to use. The goodness of vitamin E, cocoa butter, vitamin C and olive oil esters soothes the eyes. To give a deep intense colour, it contains mineral pigments. The kajal stays for up to 12 hours and is waterproof and smudge-proof.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B00GX7AISS_5721944068278347"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">It is also suitable for sensitive skin.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B093H9RF9F" columns="1"><bulletContentHeading name="B093H9RF9F_head"><columnHead col="1"><columnHeadThumb><div type="image" title="Ergonomic Design" msid="88562785" hostid="261"></div></columnHeadThumb><columnHeadTitle>B093H9RF9F</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B093H9RF9F_body"><bulletContentRow name="B093H9RF9F_8718399893231268"><bulletContentRowHeading><bulletContentRowHead col="1">SUGAR Cosmetics Intense Kajal, Black</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">With no touch up required, this kajal from Sugar Cosmetics lasts for up to 12 hours. To ensure flawless application, it smoothly glides on. It features an ergonomic design that is easy to twist and open. Also, the kajal is resistant to smudge and transfer.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B093H9RF9F_2549371075702517"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Available in six different shades, it is long-lasting.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed>

Best kajals for women and girls in India

<ul><li>The e-commerce giant Amazon has revealed discounts across categories on its platform. </li><li>The Amazon Great Freedom Festival sale is will be live till August 10. </li><li>Check out the deals below on fashion and beauty products. </li></ul>The e-commerce giant is hosting the <a href="https://www.businessinsider.in/business/ecommerce/news/amazon-great-freedom-festival-sale-offers-deals-discounts/articleshow/93365404.cms">Amazon Great Freedom Festival </a>sale, which will be live for five days till August 10, today. Like every time, the prime members were given the privilege to avail the sale benefits one day before the non-prime members. The sale has announced exciting offers, discounts and deals across categories to help you make your festive shopping experience happy and cost-saving. This time Amazon is offering a special instant 10% discount for the SBI bank credit and debit card holders. Also, the customers purchasing for the first time will get 10% cashback. Get ready to surf the e-commerce platform for all five days through all the categories and make the most out of the sale. <div type="Article" hostid="261" msid="93370532" title="Best Amazon deals on large appliances - AC, TV, Fridge, Washing machine, Dishwasher" mstype="2" mssubtype="0"></div> <table style="border-width: initial; border-style: none;" class="redcator-table-advance"><colgroup></colgroup><col /><tbody><tr><td style="border-left:solid #000000 0.6000000000000001pt;border-right:solid #000000 0.6000000000000001pt;border-bottom:solid #000000 0.6000000000000001pt;border-top:solid #000000 0.6000000000000001pt;vertical-align:top;background-color:#000000;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Our top picks </td></tr><tr><td style="border-left:solid #000000 0.6000000000000001pt;border-right:solid #000000 0.6000000000000001pt;border-bottom:solid #000000 0.6000000000000001pt;border-top:solid #000000 0.6000000000000001pt;vertical-align:top;background-color:#d9d9d9;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"><a href="https://www.businessinsider.in/tech/news/best-amazon-great-freedom-festival-deals-on-laptops-from-asus-msi-lenovo-dell-and-more/articleshow/93368479.cms">Best deals on laptops</a> </td></tr><tr><td style="border-left:solid #000000 0.6000000000000001pt;border-right:solid #000000 0.6000000000000001pt;border-bottom:solid #000000 0.6000000000000001pt;border-top:solid #000000 0.6000000000000001pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"><a href="https://www.businessinsider.in/tech/article/best-deals-on-gaming-accessories-like-monitors-keyboards-headphones-and-more/articleshow/93059149.cms">Best deals on gaming accessories</a> </td></tr><tr><td style="border-left:solid #000000 0.6000000000000001pt;border-right:solid #000000 0.6000000000000001pt;border-bottom:solid #000000 0.6000000000000001pt;border-top:solid #000000 0.6000000000000001pt;vertical-align:top;background-color:#d9d9d9;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"><a href="https://www.businessinsider.in/tech/news/best-amazon-sale-deals-on-kitchen-products/articleshow/93059833.cms">Best deals on kitchen products</a> </td></tr><tr><td style="border-left:solid #000000 0.6000000000000001pt;border-right:solid #000000 0.6000000000000001pt;border-bottom:solid #000000 0.6000000000000001pt;border-top:solid #000000 0.6000000000000001pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"><a href="https://www.businessinsider.in/tech/news/amazon-great-freedom-festival-sale-2022-best-deals-on-high-end-headphones/articleshow/93367376.cms">Best deals on premium headphones</a> </td></tr><tr><td style="border-left:solid #000000 0.6000000000000001pt;border-right:solid #000000 0.6000000000000001pt;border-bottom:solid #000000 0.6000000000000001pt;border-top:solid #000000 0.6000000000000001pt;vertical-align:top;background-color:#d9d9d9;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"><a href="https://www.businessinsider.in/tech/news/amazon-sale-best-deals-on-apple-products-iphone-ipad-airpods-pro/articleshow/93369286.cms">Best deals on Apple products</a> </td></tr><tr><td style="border-left:solid #000000 0.6000000000000001pt;border-right:solid #000000 0.6000000000000001pt;border-bottom:solid #000000 0.6000000000000001pt;border-top:solid #000000 0.6000000000000001pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"><a href="https://www.businessinsider.in/tech/news/amazon-great-freedom-festival-sale-2022-deals-on-mobile-phones-and-tablets/articleshow/93384542.cms">Best deals on mobiles and tablets</a> </td></tr><tr><td style="border-left:solid #000000 0.6000000000000001pt;border-right:solid #000000 0.6000000000000001pt;border-bottom:solid #000000 0.6000000000000001pt;border-top:solid #000000 0.6000000000000001pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"><a href="https://www.businessinsider.in/business/ecommerce/news/amazon-sale-best-deals-on-smart-led-tv-television/articleshow/93059258.cms">Best deals on TVs</a> </td></tr><tr><td style="border-left:solid #000000 0.6000000000000001pt;border-right:solid #000000 0.6000000000000001pt;border-bottom:solid #000000 0.6000000000000001pt;border-top:solid #000000 0.6000000000000001pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"><a href="https://www.businessinsider.in/tech/news/best-amazon-great-freedom-festival-deals-and-offers-on-speakers-headphones-soundbars-and-more/articleshow/93384828.cms">Best deals on audio products</a> </td></tr><tr><td style="border-left:solid #000000 0.6000000000000001pt;border-right:solid #000000 0.6000000000000001pt;border-bottom:solid #000000 0.6000000000000001pt;border-top:solid #000000 0.6000000000000001pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"><a href="https://www.businessinsider.in/tech/news/best-deals-on-fitness-products-gym-equipment-fitness-trackers-treadmill-and-more/articleshow/93385296.cms">Best deals on fitness products</a> </td></tr><tr><td style="border-left:solid #000000 0.6000000000000001pt;border-right:solid #000000 0.6000000000000001pt;border-bottom:solid #000000 0.6000000000000001pt;border-top:solid #000000 0.6000000000000001pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"><a href="https://www.businessinsider.in/tech/news/best-amazon-deals-on-large-appliances-ac-tv-fridge-washing-machine-dishwasher/articleshow/93370532.cms">Best deals on home appliances</a> </td></tr><tr><td style="border-left:solid #000000 0.6000000000000001pt;border-right:solid #000000 0.6000000000000001pt;border-bottom:solid #000000 0.6000000000000001pt;border-top:solid #000000 0.6000000000000001pt;vertical-align:top;background-color:#d9d9d9;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"><a href="https://www.businessinsider.in/business/ecommerce/news/best-deals-and-offers-on-smartwatches-smart-bands-and-other-wearable-devices/articleshow/93059424.cms">Best deals on smartwatches and smart bands</a> </td></tr><tr><td style="border-left:solid #000000 0.6000000000000001pt;border-right:solid #000000 0.6000000000000001pt;border-bottom:solid #000000 0.6000000000000001pt;border-top:solid #000000 0.6000000000000001pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"><a href="https://www.businessinsider.in/news/best-deals-on-furniture-on-amazon/articleshow/93376508.cms">Best deals on furniture</a> </td></tr><tr><td style="border-left:solid #000000 0.6000000000000001pt;border-right:solid #000000 0.6000000000000001pt;border-bottom:solid #000000 0.6000000000000001pt;border-top:solid #000000 0.6000000000000001pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"><a href="https://www.businessinsider.in/tech/news/check-out-best-deals-on-smart-led-tvs-in-amazon-festival-sale-2022/articleshow/93363340.cms">Best early access deals on smart TVs</a> </td></tr></tbody><tbody></tbody><tbody></tbody><tbody></tbody></table> Zaveri Pearls Kundan Choker Necklace Earring &amp; Ring Set <a href="https://www.amazon.in/Crystals-Multistrand-Necklace-Earring-Women-ZPFK11246/dp/B09JZHDCYJ?ref_=Oct_DLandingS_D_04127fc7_78&amp;smid=A1JFLV2BUSJ5AK"><cmsannotation type="cmsannotation" annotationid="B09JZHDCYJ" comment="amazoncard" text="B09JZHDCYJ">B09JZHDCYJ</cmsannotation></a> Zaveri Pearls is offering a huge discount of 90% on this Kundan Choker Necklace Earring &amp; Ring Set. Originally priced for ₹3,495, you can get this at ₹333 only. This can be a great option to buy and complement with traditional outfits. YouBella Jewellery Handmade Earrings <a href="https://www.amazon.in/YouBella-Jewellery-Celebrity-Inspired-Handmade/dp/B08NHGKCCZ?ref_=Oct_DLandingS_D_04127fc7_79&amp;smid=A1JFLV2BUSJ5AK"><cmsannotation type="cmsannotation" annotationid="B08NHGKCCZ" comment="amazoncard" text="B08NHGKCCZ">B08NHGKCCZ</cmsannotation></a> YouBella has dropped the price for these earrings to ₹186 from ₹1,299 during the sale. Plated with high-quality polish, it gives an elegant look and long-lasting finish. The skin-friendly material makes it a perfect option to buy at this price. Lino Perros Faux Leather Handbag <a href="https://www.amazon.in/Lino-Perros-Womens-Handbag-White/dp/B07L4PTRVQ?ref_=Oct_DLandingS_D_10404732_67&amp;smid=A1WYWER0W24N8S"><cmsannotation type="cmsannotation" annotationid="B07L4PTRVQ" comment="amazoncard" text="B07L4PTRVQ">B07L4PTRVQ</cmsannotation></a> If you were waiting for the prices to drop for Lino handbags, this sale can be a great time to buy. Lino Perros is offering a discount of 69% on this handbag. It comes with ample space and zipper closure to ensure the convenient carrying of belongings. You can get this bag for ₹1,393 only. Lavie Marma zigzag dome Sling for Women <a href="https://www.amazon.in/Lavie-MARMA-Womens-Sling-Bag/dp/B07KMBNKXZ?ref_=Oct_DLandingS_D_10404732_60&amp;smid=A1WYWER0W24N8S"><cmsannotation type="cmsannotation" annotationid="B07KMBNKXZ" comment="amazoncard" text="B07KMBNKXZ">B07KMBNKXZ</cmsannotation></a> Available at a discount of 67%, you can get this sling bag from Lavie at ₹888 only. It is designed to provide both style and functionality. During the sale, you can get extra savings with bank offers and more on this bag. Vedix Customized Hair Fall Control Regimen <a href="https://www.amazon.in/Vedix-Customized-Control-Regimen-Normal/dp/B092QDXWGZ/ref=sr_1_5?keywords=vedix&amp;qid=1659703701&amp;s=apparel&amp;smid=A1D6QRN4UBIOP0&amp;sr=1-5"><cmsannotation type="cmsannotation" annotationid="B092QDXWGZ" comment="amazoncard" text="B092QDXWGZ">B092QDXWGZ</cmsannotation></a> Vedix is offering a 53% discount on its hair fall control regimen. This sale is the right time to buy products from Vedix based on your concern. You can get this kit which comprises Anti Hair Fall Oil, Anti-Hairfall Shampoo and Hair Growth Serum at ₹1,280 only. Formulated with Ayurvedic ingredients, it is a good option to use. Maybelline New York Lash Sensational Waterproof Mascara <cmsannotation type="cmsannotation" annotationid="B071KWYKR4" comment="amazoncard" text="B071KWYKR4">B071KWYKR4</cmsannotation> Available at a discounted price during the sale, you can get this mascara from Maybelline at ₹322, which is 37% less than the MRP. It gives a perfect length to the lashes without forming any clump. The waterproof formulation makes it last for a long duration. Faces Canada Magnet Eyes Kajal <cmsannotation type="cmsannotation" annotationid="B00V8647R2" comment="amazoncard" text="B00V8647R2">B00V8647R2</cmsannotation> Pay ₹127 and save ₹52 on this kajal from Faces Canada. Infused with the goodness of almond oil and vitamin E, the kajal is dermatologically tested and is safe to use. It offers smooth gliding and gives an intense bold look to the eyes. NIVEA Waterlily and Oil Shower Gel, Pack of 3 <a href="https://www.amazon.in/Nivea-Waterlily-Shower-250ml-Pack/dp/B07PC43B3Z/ref=lp_17486198031_1_5?smid=A15APWRK6P7LBV"><cmsannotation type="cmsannotation" annotationid="B07PC43B3Z" comment="amazoncard" text="B07PC43B3Z">B07PC43B3Z</cmsannotation></a> Originally priced at ₹597, you can get this set of three body washes from Nivea at ₹315 only. It gives a refreshing feel to your skin and makes it soft and supple. NIVEA Men Body Wash <a href="https://www.amazon.in/Nivea-Active-Clean-Shower-250ml/dp/B00XRJBOBA/ref=lp_17486198031_1_8?smid=A15APWRK6P7LBV"><cmsannotation type="cmsannotation" annotationid="B00XRJBOBA" comment="amazoncard" text="B00XRJBOBA">B00XRJBOBA</cmsannotation></a> Available at a discounted price of ₹135, you get to save ₹64 on this body wash for men from Nivea. Formulated with activated charcoal, it effectively cleanses the skin and provides long-lasting freshness. Himalaya Purifying Neem Face Wash <a href="https://www.amazon.in/Himalaya-Purifying-Neem-Face-Wash/dp/B07XS46Q73/ref=sr_1_2?qid=1659703314&amp;s=beauty&amp;smid=A15APWRK6P7LBV&amp;sr=1-2"><cmsannotation type="cmsannotation" annotationid="B07XS46Q73" comment="amazoncard" text="B07XS46Q73">B07XS46Q73</cmsannotation></a> Suitable for all skin types, this face wash from Himalaya purifies your skin and helps control oil. Currently available at ₹244, you save 30% from the MRP during the sale. Colorbar Nail Polish Remover <a href="https://www.amazon.in/Colorbar-Nail-Polish-Remover-110ml/dp/B00791DYTC/ref=lp_13829835031_1_3?smid=A15APWRK6P7LBV"><cmsannotation type="cmsannotation" annotationid="B00791DYTC" comment="amazoncard" text="B00791DYTC">B00791DYTC</cmsannotation></a> Looking to buy a nail polish remover? Colorbar is offering a discount of 32% on its remover. Originally priced for ₹145, you get to pay only ₹99 during the sale. Dermatologically tested, the remover is safe to use and is also suitable to strengthen the nails.

Best deals on fashion and beauty during Amazon Great Freedom Festival

<ul><li>In the last few years, Indian skincare start-ups and conglomerates have been focusing on ‘Clean Beauty.’</li><li>Plum was one of the first boot-strapped home-grown start-ups to bring veganism to the beauty and skincare industry in India.</li><li>As the focus on sustainability, clean beauty and veganism increases in our country, we speak to Shankar Prasad, CEO and Founder at Plum about upcoming trends in the skincare and beauty industry, and Plum’s goals for 2022 in India.</li></ul>The ‘clean beauty’ and skincare industry has seen the entry of several new brands. Mamaearth, Taavi, Wow Skin Sciences, Clovia Botaniqa and Lotus Botanicals. One of the first start-ups to bring veganism to the beauty industry in India was Plum. Launched in 2014, boot-strap start-up Plum caught consumers’ attention for its Kajal in a year and last year, the D2C brand launched its first Exclusive Brand Outlet (EBO) in Mumbai. It now reaches over 225 towns and cities in India through 850+ assisted outlets and over 10,000 unassisted outlets. The new-age beauty brand has been focusing on bolstering its product portfolio and brand expansion in India and across US, Middle East and South Asia. It recently launched bath and body products and added new products to its skincare line. Based on this new portfolio and existing product range, the brand is aiming to achieve Rs 300 crore annualised revenue run rate by the first quarter of FY23. A lot of the brand’s growth has come from word-of-mouth and Performance Marketing. However, now after onboarding Mithila Palkar as its first brand ambassador, the brand will start focusing on traditional B2C marketing. Advertising and marketing get about 30-45% of its annual revenue share, which was Rs 225 crore-plus in December 2021, with digital continuing to take the bigger chunk of the pie. In recent times, consumers have started looking for clean-beauty products that are made using natural products and brands that make a case for sustainability, whose growth is further fuelled by Direct-to-Consumer channels. Globally, as per Brandessense Market Research, the Clean beauty market was estimated to be $5439.6 Million in 2020 and is expected to reach $ 11558.5 Million in 2027, growing at a CAGR of 12.07% from 2020 to 2027. And in India, as per a Statista report, the Natural Cosmetics segment amounts to US$853.9m in 2022. The market is expected to grow annually by 2.90% (CAGR 2022-2026). As Plum further drives the vegan movement in the beauty segment in India, we speak to Shankar Prasad, CEO and Founder at Plum about upcoming trends in the skincare and beauty industry, and Plum’s goals for 2022. Excerpts: Q. From performance marketing to B2C communication, how has your marketing strategy changed over the years? Initially, like all brands, we also started with performance marketing. We only bothered about how much we were selling through the ads that we were running and the communication was completely product-focused. Then, as we evolved, we looked at influencer marketing, launch marketing, launch events, social media marketing, creating a buzz around the brand with fresh new ideas and content marketing. Now, a very important piece is also being added, which is community. I think Plum is one of those few brands which stands for something more than just a product to people, it's almost a way of thinking about being good as a philosophy. And we want to leverage that to build a community of like-minded people who are here not just for the deals, offers and products but also are united by a certain view of life. That’d be one of our focus areas this year. Q. What does your media plan look like now? How has your marketing budget changed this year? As a percentage of revenue, marketing spend varies anywhere between 30% to 45% of the overall revenue. While that percentage stays constant, as we continue to grow and scale the absolute number being spent on marketing is going up. There, we are finding a new mix to deploy the budget. Traditional media will get included now as part of our plan, as early as this quarter or early next quarter. But we continue to be overweighted on digital media because the majority of our sales is still online and a majority of our customers are also online. Also, the measurability of it is very attractive. Therefore, we will continue to focus on digital media first, and then non-traditional media. Slowly, as distribution expands further, we will start looking at more traditional media. Q. You were one of the first platforms to bring veganism to the beauty industry. How important do you think veganism is to consumers of today? The popularity of veganism has picked up in the last decade and a half. To us, veganism is an interesting subset of our overall philosophy. When we go out and ask people, ‘What do you think Plum is about?’ The answer is almost unanimously that it stands for real goodness. And veganism is a subset and I feel people make a lot of hue and cry about it. In my understanding, veganism is a simple philosophy where you can get by without interfering with other living beings. That to me is the most simplistic view of veganism. And when it comes to beauty, for example, what you will realise is that compared to foods where it's more difficult to let go of dairy or eggs or meat, in the case of beauty, it is relatively easy to do so. Therefore, I am not saying being vegan as a skincare brand is a technical challenge. It's more sort of a philosophy, a way of life, that is a subset of our overall message of Be Good as a brand. And along with that, veganism, particularly in beauty is a no-brainer to be following. And because vegan formulations are modern formulations, by default, they end up being clean, which is avoiding some ingredients that are not completely safety clear, or where there are doubts about. So, in effect vegan also becomes a proxy for clean in many ways. Q. Has the trend caught on in Tier II and III markets? It is very popular in Tier II and III. I was surprised at some of the numbers. The top six metros or cities account for less than 30% of our overall sales. I would have expected that number to be closer to 50. The remaining 70% is a very, very long tail of cities and towns. So there is no particular concentration in any of these geographies. If any, the skew is very profoundly towards the smaller cities and towns. Most of the early adopters tend to come from large cities. But I also noticed that even five-six years ago we were getting orders from places where none of the couriers are available. So to service them, we used to speed post it to them. Now, of course, we have courier services to most cities and towns. Q. Are more brands taking the cruelty-free movement seriously? Today, by sheer market pressures that have come on brands, most brands are cruelty-free. Also, from a regulatory perspective, it has become mandatory to be cruelty-free. So by definition, almost everybody in the market uses cruelty-free products. Having said so, vegan is still a subset of the market. I think about less than 10% of the market today talks about being vegan or care about being vegan. But the good news is that the remaining 90% of people who may or may not care about veganism, understand that it is a good thing. So, overall, it's a good place to be. And one can only see the concern for clean beauty or any form of conscious beauty, growing. It is only going up and that is a definite trend that we’ve seen. Q. What kind of changes are you bringing about to make your business more eco-friendly? Sustainability is sort of baked into our core values. So to begin with, 1% of every sale goes towards wildlife protection. As habitat shrinks, and as we continue to develop as a nation somewhere, I think it's important for us to understand that we are also willy-nilly destroying the biodiversity that has naturally existed, which sustains a lot more species than we can imagine. Second is your recycling program. We are, in fact, the first brand in India to have started a online recycling program, wherein we pick up empties for free and for every bottle empty bottle that you send us, we'll give you shopping credits. The program has been quite successful. The third thing is minimizing the use of packaging; where we don't need a mono carton, we don't put them on a carton, where we can do glass we do glass. See, plastic at the end of the day is a useful material, but one has to be careful with its use. One has to make sure that it is as recyclable as possible, enable that recycling and make it as circular an economy as possible. It's not possible to make it entirely so. But as a brand, we are doing everything we can to make it as sustainable as possible. Sustainability is a journey. It's not as if anybody can raise their hands and say I'm totally sustainable. At the end of the day, we all consume resources. It's really about how thoughtfully and how frugally you consume the resource, and how much you put back into what you're consuming. To that, end of this year, we not just want to do things ourselves, but involve our customers in this quest for sustainability. And the packaging task is ongoing. Until and unless you're able to completely get into recycled mode -- for every single piece of plastic that we use, we can't also say that we are being very sustainable. So that's another thing that's going to be done. Lastly, in terms of the shipping of our DTC orders, that consumes quite a lot of paper and a lot of cushioning material. So efforts are being done there so that we are able to reach order safely to people yet minimize the usage of resources. Q. Considering that your online recycling program has done well, do you think a brand's ecological footprint is a big decision-making factor for consumers today? What else are consumers expecting from brands of today? Sustainability in India is not that big on people's minds right now. It is there for a very small subset of people. But it's growing thankfully. Most people today are worried about what ingredients are we using and how proven are those ingredients. Simply saying it is natural is not cutting ice with a lot of people nowadays. So they need proof that it works and is safe. They need somebody trustworthy to come and tell them that this is good on your skin, and it does good things for you. So India is still on this journey toward ‘clean beauty.’ I think sustainability is the next horizon topic. Again, we are a little ahead of our time in talking about sustainability. But believe it or not, it's going to dawn on people sooner than later that it's in our own larger interest that we move towards sustainability. Government regulations, and evolving sort of landscape there is also going to have an impact on how brands and consumers look at sustainability but that to me is some time away. Q. What do your expansion plans look like? Are you planning to go deeper into the country since a majority of your revenue comes from Tier II and III towns? So we are currently in about 250-270 cities which we expanded from around 200 at the beginning of the year, so 50% growth there. Not only are we looking to expand this to 320 to 350 but more importantly, deepen our presence in these cities because in most of the cities, I'll probably have one or two outlets whereas the market can support many more. In terms of the number of outlets, we are present at close to 850 assisted points of sale and close to 10,000 unassisted points of sale, we want that number to increase to about 1200 assisted points of sales and about 15,000-20,000 unassisted points of sale sooner than later this year. EBOs, we have one operational and three under fitout. I think by December, we should be looking at at least 15 to 20 operational EBOs. So, there's a good flow of properties that we see and we're moving fast wherever we find a good fit with the brand or the demographic. Q. What are some of the trends that you're expecting to see in the beauty and skincare industry? Number one, the movement towards cleaner formulations. Number two, I think I'm expecting consolidation to pick up this year. It already started last year, it will pick up this year, where many more smaller brands will become part of larger agglomerations of brands. Also, from a consumer point of view, people will start gravitating towards more established and proven concepts rather than too much experimentation. I think 2020, as well as 2021, led to a lot of experimentation with people. But at least the top layers of the crowd that have been experimenting a lot, I'm expecting them to start a little bit more of consolidating around fewer brands and fewer concepts as opposed to wildly experimenting. And therefore that will further accelerate this process of consolidation. All the categories that we operate in, whether it is skin, makeup, hair, bath, and body, male grooming, all of them are going to see good growth prospects. Q. What is your larger vision for the brand? The larger vision is to be India's most loved, and globally recognized Clean beauty brand.

This year, we want to involve consumers in our quest for sustainability: Shankar Prasad, Plum

<ul><li>The Indian government will honour melody queen <keyword id="31278" type="PERSON" weightage="20" keywordseo="Lata-Mangeshkar">Lata Mangeshkar</keyword> with ‘Daughter Of The Nation’ award on her birthday on 28 September. </li><li>Her song ‘aye mere watan ke logon’ dedicated to the martyrs of the Sino-Indian war moved the then Prime Minister Jawahar Lal Nehru to tears. </li><li>She was awarded with the status of most recorded artist in the history of Indian music in Guinness Record in 1974. </li><li>Lata Mangeshkar was also honoured with Bharat Ratna, the highest civilian award in 2001.</li></ul>The Indian government is celebrating melody queen Lata Mangeshkar’s 90th birthday by bestowing a special honour — ‘Daughter Of The Nation’. Her birthday celebration will include the <a href="https://timesofindia.indiatimes.com/entertainment/hindi/music/news/lata-mangeshkars-birthday-to-be-celebrated-with-a-special-event/articleshow/71275034.cms">launch</a> of the book ‘Lata’ and a day-long session of 91 Hindi-Marathi songs. She also sang the patriotic song ‘Ae mere watan ke logon’ in 1963 during the Indo-China war, which moved India’s first Prime Minister Jawaharlal Nehru to tears. Miracle of God The Indore-born singer hails from a family of musicians and artists, has no plans of slowing down. She has been singing for the last seven decades and famously claimed to sing until her last breath. Popularly known as didi or sister, Mangeshkar kicked off her music career with a Marathi song ‘NaachuYaa Gade, Khelu Saari Mani Haus Bhaari’ at the age of 13, five years before independence. Soon, her mellifluous voice mixed with talent brought her immense popularity also for being the singer who is “never off-key”. Famous actor Dilip Kumar once said that Latha’s voice is as spectacular as a God’s miracle. Her work spans across historic films like Mughal-E-Azam to popular hits like Dilwale Dulhaniya le Jaayenge, singing playback for actors from Madhubala to Kajal. She has been awarded with Bharat Ratna, the highest civilian award in 2001. Her other achievements include <keyword id="100507" type="PERSON" weightage="20" keywordseo="Padma-Bhushan">Padma Bhushan</keyword>, <keyword id="15575" type="PERSON" weightage="20" keywordseo="Padma-Vibhushan">Padma Vibhushan</keyword>, and <keyword id="54010" type="ENTERTAINMENT" weightage="20" keywordseo="Dadasaheb-Phalke-award">Dadasaheb Phalke Award</keyword>. Social media controversy The singer who resides at Peddar Road in Mumbai, has also been a part of her share of controversies. She was heavily trolled for her comments on the video of Ranu Mondal — a poor lady who sang on a railway platform to earn her living, saying she should be “original.” Lata who was known as a good luck for many decades in the industry, also shares a turbulent relationship with her equally famous sister, <keyword id="6441118" type="PERSON" weightage="20" keywordseo="Asha-Bhosle">Asha Bhosle</keyword>, who is also a prolific singer. For one, Bhosle broker Lata’s Guinness record as most recorded artist in the history of Indian music, which she held since 1974. In 2011, Bhosle took over the mantle. The rift first started when Asha married Ganpatrao Bhosle, a man 15 years older to her. Lata once claimed that Bhosle stopped the two sisters from meeting. However, the marriage ended in a divorce but Lata and Asha’s relationship remained strained. During Asha’s struggling times in the industry, Lata also disapproved of Asha’s relationship with music director O P Nayyar. So much so that Lata stopped singing for Nayyar altogether. Movie producer Singing is her first love, but Lata has many other talents too. She had composed music for Marathi movies but was too conscious of giving her name to it, and chose to keep it under wraps, under a pseudonym. But the secret came out when the movies she composed for won an award for Best Music, requiring her to receive the recognition on stage. She told the story in a book called ‘Lata in her own voice’, adding that she was too busy recording that she could not focus on composing. She had also produced three Hindi films and a Marathi film. Lata who has never married, likes to read Hindi writer Maithili Sharan Gupt in her free time. See also: <a href="https://www.businessinsider.in/lata-mangeshkar-to-be-honoured-with-daughter-of-the-nation-title-as-she-turns-90-this-month/articleshow/71006645.cms">Lata Mangeshkar to be honoured with 'Daughter of the Nation' title as she turns 90 this month</a> <a href="https://www.businessinsider.in/here-are-the-5-richest-families-in-india-who-together-hold-a-fortune-of-922600-crore/articleshow/71323921.cms">Here are the 5 richest families in India — who together hold a fortune of ₹9,22,600 crore</a>

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