Japanese cosmetic company Kose Corporation made its entry into India with the launch of its skincare brand Spawake, made specially keeping in mind the skincare needs of Indian women. The company said it is making an investment of about ₹40 crore.

Takashi Nomura, Director & CEO, Kose Corporation India said, “Our global strategy has been to take the same brands that we sell in Japan to international countries. But in China, we launched a brand exclusively made for China. Similarly in India, we have decided to launch a range of products under brand Spawake, which has been made exclusively for the Indian market.”

He said these products were made after extensive surveys on the needs and expectations of Indian women. The products price will range from ₹69 to ₹249, basically premium category.

The company had earlier announced a joint venture with Elder Pharmaceuticals in 2012 to manufacture and sell cosmetics. But the partners decided to amenably part ways. Now, the company has entered the country with a wholly-owned subsidiary.

Nomura said that the company has partnered with an OEM to manufacture its range of products in India. “We are starting with the launch of our products in Delhi-NCR and build a stable business and awareness about our brand. After that, we will look at launching in other cities,” he added.

e-commerce strategy

At the same time, the company will also have a strong e-commerce strategy and to begin with has tied up with Myntra. For now, the company’s products are available across 120 outlets in the Delhi-NCR region and plan to expand it to 300 outlets in the next three months. It has also roped in actor Aditi Rao Hydari as its brand ambassador.

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