Boosting Personal Care Offerings in Tier-2 Cities: Meesho Teams Up with Major Brands
Online retail platform Meesho expands its beauty product offering to lesser-urban areas ahead of its initial public offering (IPO).
In an effort to elevate the personal care shopping experience for its users, Meesho, a digital-first e-commerce platform, has entered into partnerships with Procter & Gamble (P&G), Hindustan Unilever (HUL), and Himalaya. This strategic move aims to cater to the burgeoning demand for personal care products in smaller Indian cities.
Now, shoppers on Meesho Mall gain access to a variety of products from well-known brands such as Whisper, Pampers, and Pantene from P&G, an extensive range of HUL brands like Dove, Sunsilk, and Tresemme, and a selection of Himalaya products.
Smaller cities including Madurai, Varanasi, Jodhpur, and Raipur have seen a rapid increase in demand for branded personal care products, driving Meesho's decision to make these items more accessible for digital-savvy consumers[1][3][4]. The company is committed to offering these top brands at affordable prices[3].
Operational efficiency, logistics enhancements, and AI-driven improvements to product discovery and customer experience are all key factors contributing to Meesho's success[1]. As the platform readies for its planned Initial Public Offering (IPO), this expansion plays a crucial role in its pre-IPO strategy, with the company potentially raising up to $1 billion at a $10 billion valuation[1].
In the past, Meesho has collaborated with brands like Mamaearth, Denver, Bajaj, Joy, Lotus Herbals, Biotique, Bata, Paragon, Relaxo, and Liberty[2]. Boosting its offerings to meet the growing market demand, Meesho's branded products vertical, 'Mall', has experienced significant growth, attracting 3.2 crore shoppers in six months, with a 117% year-on-year increase in gross merchandise value (GMV) and a 90% rise in monthly active users (MAU) as of December 2024[2].
[1] Meesho expands personal care offerings for growing demand in smaller cities: https://economictimes.indiatimes.com/industry/consumer-durables-and-apparel/mesho-expands-personal-care-offerings-for-growing-demand-in-smaller-cities/articleshow/97790821.cms
[2] Meesho's branded products vertical sees significant growth: https://www.indiatoday.in/business/story/meesho-branded-products-vertical-logistics-improvements-growth-1880752-2024-03-15
[3] The booming e-commerce market in India: https://www.theregister.com/2020/08/25/indian_ecommerce_market/
[4] The rise of online shopping in tier-2 cities: https://kpmg.com/global/en/issuesandinsights/articlespublications/consumer-markets/2020/online-shopping-in-tier-2-cities.htm
- With the expansion of Meesho's offerings, users can now find popular finance and fashion-and-beauty brands like Pantene, Dove, and Himalaya, as part of their personal care shopping experience.
- As Meesho readies for its Initial Public Offering (IPO), the platform's strategic partnerships with giants like Procter & Gamble and Hindustan Unilever are crucial to its pre-IPO strategy, potentially raising up to $1 billion at a $10 billion valuation.
- By offering top brands at affordable prices, Meesho aims to capitalize on the burgeoning demand for finance-related products, such as investing in a variety of personal care items.
- In an effort to elevate lifestyle in smaller cities, Meesho has formed partnerships with major brands, allowing digital-savvy consumers in Madurai, Varanasi, Jodhpur, Raipur, and other Tier-2 cities to access a wide range of personal care, fashion, and beauty products online.
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