mCaffeine CASE STUDY

About mCaffeine:

A personal care company called mCaffeine sells face, body, and hair care items that include caffeine.

Shampoos, face washes, shower gels, body lotions, and face masks are among its line of personal care products that contain significant amounts of caffeine.

Founder, Founding Year, and HQ Location:

mCaffeine was founded in 2016 in Mumbai by Tarun Sharma, the company's co-founder, and CEO.

Product Marketing countries:

India, the United Arab Emirates, Nepal, and the Maldives all have access to mCaffeine.

Business Model:

mCaffiene is a D2C personal care brand.

D2C is an acronym for direct-to-consumer. A company manufactures a product in its own facilities and distributes it through its own channels. These channels might include an e-commerce site, social media, and a physical store. It is applicable to practically every industry.

Growth:

At this point, it becomes difficult to carve out a niche for yourself in a field that is this fiercely competitive due to the size of the beauty and personal care market and the constantly shifting wants of consumers. However, mCaffeine has been able to differentiate itself as a brand thanks to its distinct strategy.

• The brand is currently present in four primary categories: face care, hair care, body care, and lip care. So far, the portfolio has around 55 goods, and the company intends to publish an additional 15-20 products during the next year. The brand's goods are accessible on all major shopping sites, including Amazon, Nykaa, and Flipkart, as well as through its e-commerce page.

  
  

• The brand is now available in 12,000 general and contemporary trade establishments. Large retailers such as Wellness Forever and Health & Glow are among those represented. It intends to open 25,000 stores in India by the end of the year, and 100,000 outlets over the next five years

  
  

• mCaffeine has just enhanced its famous Green Tea line with four distinct and brand-new additions. Green Tea Face Cleansing Butter, Green Tea Face Oil, Toner with Fruit AHA Mix & Green Tea, and Green Tea Toner-Serums are among the new products.

  
  

• Green Tea, which is high in antioxidants, aids in oil control, the reduction of dark spots, and the appearance of pores. Its anti-inflammatory properties aid in the fight against free radicals while also calming and soothing the skin. These Green Tea infused products, which include the superfood Caffeine at their heart, will be extremely useful to customers' beauty routines.

Investments:

Twelve investors are funding mCaffeine. The most recent investors are RPSG Capital Ventures and Sharrp Ventures.

Total Revenue:

Over the course of 7 rounds, mCaffeine has raised a total of $40M in investment. A Series C round of investment was received by them on March 29, 2022.

Marketing Strategies:

• Along with other tools on marketplaces, the firm is aggressively advertising its items on numerous social media sites like Instagram, Facebook, etc. It engages in influencer marketing as well.

  
  

• Also lately, the debuted its TV commercial, which starred Vikrant Massey, Radhika Apte, and Shruti Hassan. The brand film communicates mCaffeine's 'Addicted To Good' offer in an original yet approachable way, with the goal of inspiring the nation's Gen Z population.

  
  

• After recently appointing Alia Bhatt as its brand ambassador, the company is eager to begin additional product-focused influencer marketing efforts.

  
  

• Additionally, they'll be using Instagram to launch new campaigns using the most popular hashtag #AddictedToGood, and encourage list development among their socially active audience.

Future:

• With over $41 million received over three investment rounds, mCaffeine is profitable on every sale. The brand now has a GMV run rate of Rs 540 crore, and 90% of its sales are generated online, with the other 10% occurring offline.

  
  

• Our own D2C website generates about 45 percent of our online sales; the remaining 75 percent comes via e-commerce platforms. Over the next 4-6 years, the business wants to boost revenues and enhance its offline presence.