We’ve Significantly Increased Our Investment In Influencer Partnerships: Ragini Hariharan, Himalaya Wellness

In an exclusive conversation with BW Marketing World, Ragini Hariharan, Marketing Director for Beauty & Personal Care at Himalaya Wellness, reflected on her 14-year journey at Procter & Gamble and her current role at Himalaya. She shares her key career moments, her approach to tackling consumer skepticism around 'natural' and 'organic' claims and the importance of DEI in marketing.

Excerpts:

14 years in P&G and now with Himalaya Wellness Company, what would you say attracted you to the marketing landscape and the turning point of your life in the industry?  

My journey into the marketing landscape was driven by a deep fascination with the power of brands to influence and shape consumer behaviour. During my 14 years at Procter & Gamble, I had the privilege of working across diverse product categories and markets, which allowed me to see firsthand how strategic marketing could drive growth and create lasting brand equity. 

The turning point in my career was when I led the digital transformation for Gillette in the Asia-Pacific region. Establishing direct-to-consumer and ecommerce channels in markets like Australia and Southeast Asia not only expanded our reach but also fundamentally changed how we connected with customers. This experience solidified my belief in the importance of adaptability, innovation and consumer-centric strategies in marketing. 

DEI is what the industry is assertive about nowadays. Can you tell us about how you approach this in your team and work?  

Diversity, Equity and Inclusion (DEI) are essential pillars in fostering innovation and creating a dynamic work environment. At Himalaya Wellness Company, we are deeply committed to these values.

We have built an environment where every team member, regardless of background or role, feels valued and heard. Through our flat hierarchy and open-door policy, we ensure that everyone has equal access to leadership and can freely share their ideas and concerns. This not only enriches our creative process but also leads to more thoughtful and inclusive decision-making. 

Leading by example is crucial in promoting DEI. We make it a point to actively listen to our team members, understand their unique perspectives and address any challenges they face. By focusing on inclusive leadership, we cultivate a culture where everyone feels respected, supported and empowered. This approach has been instrumental in driving our team’s performance and ensuring that our marketing strategies genuinely reflect the diverse communities we serve. 

Ultimately, by embedding DEI into our everyday practices, we not only enhance our team's cohesion and creativity but also create marketing campaigns that truly connect with and reflect the diverse communities we serve. 

From your experience, how do you believe marketing helps businesses up their game in times of continuous evolution of consumer behaviour?  

I believe marketing plays a pivotal role in helping businesses navigate the continuous evolution of consumer behaviour. By prioritising consumer satisfaction, we, at Himalaya Wellness Company ensure that our high-quality, effective products are available at various price points, fostering trust and loyalty through transparency and consistently meeting product promises. 

Our approach is deeply rooted in understanding consumer needs and behaviour. We leverage market research, consumer feedback and data analytics, to stay ahead of changing preferences. Recognising that consumers quickly adapt to new trends, we prioritise innovation and responsiveness. For example, the development of our natural soap bar range addressing skin care needs such as freshness, moisturising, beauty and protection was directly driven by consumer insights. This strategy allows us to resonate with various consumer segments and meet their high expectations for efficacy. 

Our goal extends beyond merely promoting products. We strive to contribute positively to our consumers' lives and society at large, ensuring that our marketing efforts align with the values and expectations of our audience. In this way, marketing not only helps us stay relevant but also empowers us to make a meaningful impact in a rapidly evolving market landscape. 

With the skyrocketing use of digital media and the resurgence of traditional media, especially in the last 2-3 years, in what ways has the shift affected the budget allocation of marketers and overall marketing strategy? 

The surge in digital media usage, coupled with the resurgence of traditional media has significantly impacted budget allocation and overall marketing strategies in the Beauty and Personal Care space.

One of the most notable shifts in Himalaya's marketing strategy has been the expansion of our digital footprint. We’ve significantly increased our investment in influencer partnerships to reach new and relevant audiences.

Additionally, events like the Flipkart Glam Up Fest have provided Himalaya with a unique opportunity to directly engage with customers and strengthen our relationships with influencers. These interactions allow the brand to gather valuable feedback, understand consumer preferences and create a more personalised experience. 

Moreover, collaborations with creators from diverse backgrounds enable us to tailor our messaging to specific markets and cultures. This approach makes the brand's storytelling more relatable and authentic, fostering a deeper connection with consumers. 

By focusing on partnerships and digital initiatives, we have been able to increase brand visibility, drive engagement and build a community of like-minded consumers.

Your niche is in beauty and grooming. With Himalaya Wellness Company, how do you adapt to the marketing strategies to address growing consumer skepticism towards 'natural' and 'organic' claims, eyeing the scrutiny other brands have faced for spreading misinformation? 

At Himalaya, sustainability is the cornerstone of our philosophy, influencing every aspect of our operations, from product development to packaging. We understand the growing consumer skepticism. To address this, we are committed to transparency and authenticity in our marketing strategies. 

We ensure that our products are not only effective but also genuinely natural. We have taken steps to reinforce this commitment, including leasing farms where we grow and source the raw ingredients used in our products. This ensures complete traceability of our raw ingredients, reinforcing our claims of natural and organic products. We also use 100 per cent recyclable packaging and are actively transitioning to more eco-friendly materials. Additionally, we source herbs from farms practicing regenerative agriculture, ensuring our ingredients are as sustainable as possible. 

By prioritising both environmental well-being and consumer health, we aim to set a new standard for sustainable wellness. 

Any recent campaigns that you are particularly proud of? 

One of our most recent and impactful campaigns is Muskaan, an initiative to raise awareness about cleft lip and palate and provide free cleft surgeries to underprivileged children. Through our partnership with Smile Train, we've been able to transform the lives of countless children by giving them the gift of a smile. 

The campaign has not only raised awareness about the facial birth difference but has also generated donations and support. We've successfully conducted numerous cleft repair surgeries, providing these children with the opportunity to live more fulfilling lives. Our focus on early intervention ensures quicker healing and a brighter future for these children. 

Reema Bhaduri

BW Reporters The author is the Editorial Lead at BW Businessworld. Majorly writes on marketing, advertising, experiential marketing and retail. She closely looks upon the vertical of BW Marketing World and BW Retail World.