Started in 2012, Mumbai-based Nykaa is an online retailer for stocking and selling multiple brands. Bringing on multiple brands has allowed the Nykaa store to be comprehensive both in terms of products and in terms of pricing. As it expands into new categories, we thought it would be interesting to see how Nykaa has built its engagement with its customer base.
Over the past 90 days (the duration of our listening exercise), Nykaa reached 8.3 Million of its TG through social posts. While most brands were quiet during the lockdown, Nykaa returned on social media very strongly, in conjunction with its sale.