Friday, January 19

Adwaita Nayar to SpearheadsNykaa's Offline Expansion with Nykaa On Trend


After launching a series of Nykaa Luxe (premium beauty products) stores across the country, Nykaa presents another format of offline stores titled "Nykaa On Trend" under the able leadership of Adwaita Nayar, Head of Retail at Nykaa.

Nykaa currently has 6 Nykaa Luxe stores and 5 Nykaa On Trend stores in India, along with 700 brands and 80,000 products offered online with a plan to launch 30 stores by 2020. The latest Nykaa On Trend store has opened at Skyzone North, the new retail destination at High Street Phoenix, Mumbai. The next Nykaa Luxe store will open at Chanakyapuri while the Nykaa On Trend store will open in Hyderabad and Coimbatore.

The Nykaa On Trend store offers a unique curatorial experience with best selling products chosen from over 100 beauty brands. This curation is a selection of products that are trending on based on sales, reviews and ratings. This store format brings together the best of online and offline shopping, offering best selling online data in a brick and mortar experience.

The launch of the store follows in-line with the e-commerce player’s omnichannel approach to beauty retail. The Nykaa On Trend Store presents a selection of best selling online brands including - Lakmé, Kama Ayurveda, Maybelline New York, Toni & Guy, The Face Shop, L. A. Girl, DearPacker, Kaya, Wella Professionals, Calvin Klein and Davidoff to name a few along with Nykaa Beauty, the in-house range of cosmetics giving the discerning beauty shopper a bouquet of brands and categories to choose from.Trained beauty experts will be present at the store to offer recommendations and makeovers to help customers make the right beauty choices. The tech-savvy store also allows customers to browse online reviews and ratings

“We believe in complete phygital experience for all our stores. Customers can scan a product not only to know the details but to also learn on the reviews posted on our online channel. We have digital interfaces to showcase trends etc as they are live on site. We encourage our customers to try products to understand what best shade, texture etc. work for them. With Nykaa’s omnichannel model we want to give our consumers a chance to shop at every touch point. Nykaa currently has two store formats – Nykaa On Trend and Nykaa Luxe. The On Trend format houses a wide selection of best-selling beauty products, with the Luxe stores focusing on prestigious beauty brands,” says Adwaita Nayar, Head - Retail,

Adwaita Nayar, daughter of Falguni Nayar, founder & CEO, has returned to the Nykaa
team after graduating from Harvard Business School to lead the offline retail team. After completing her B.A. in Applied Mathematics from Yale University, Adwaita worked with financial services in Bain Consultancy in New York. With the launch of Nykaa in 2012, she returned to Mumbai to help with the setup of the business, playing an instrumental role in developing strategy across technology, product and marketing. With the completion of her MBA from Harvard Business School, Adwaita joins Nykaa once again to lead the offline retail strategy with a focus on expanding the physical store offprint across the country.