Start-up Stars: Proudly ‘Made for India’ - Rishabh Sethia, Director, MARS Cosmetics

Adgully has been turning the spotlight on the entrepreneurs who fought against all odds to bring their dreams to fruition in our special series – START-UP STARS. We at Adgully wholeheartedly support the ‘Vocal for Local’ movement and have been featuring numerous local/ homegrown businesses, brands, and Apps in the country.

MARS Cosmetics was founded in India to offer budget-friendly makeup that resonates with Indian skin tones and maintains international standards of quality while ensuring affordability. The brand’s product range includes face, eyes, and lips, catering to diverse Indian beauty preferences. The brand's identity encapsulates inclusivity and versatility, catering to a wide range of consumers, from beginners to professionals, catering to various beauty styles and budgets.

Sustainability and ethical practices are crucial to MARS’ ethos, with fair treatment and favourable working conditions for all involved. The brand also promotes its vegetarian and cruelty-free status, reflecting a conscientious approach to beauty. MARS’ relevance in the ever-evolving cosmetics industry stems from its close connection with its customer base, who actively listen to customer feedback to drive product improvements and innovation.

In an interaction with Adgully, Rishabh Sethia, Director, MARS Cosmetics, speaks about catering to the diverse beauty preferences of Indian consumers, focus on ‘Made for India’, collaborating with beauty influencers, and more.

What inspired the founding of your start-up, and what problem did you set out to solve?

MARS, a renowned name in the traditional cosmetics market, went digital just a few years back. Our mission is to provide affordable and easily accessible makeup products that cater specifically to the diverse beauty preferences of India. We were inspired by the need for a makeup brand that truly understands and celebrates the beauty diversity of India, and we set out to solve the problem of limited options for makeup products that suit the Indian market. As we continue to expand, we’re dedicated to embracing all facets of our digital presence and continually enhancing our product formulations to cater to the unique needs of Indian consumers.

Could you provide an overview of your product/ service and its unique features or benefits?

Our product line is exceptionally diverse, offering a wide range of beauty solutions – from essential hydrating lip balms to top-tier professional makeup brush sets and more. What truly distinguishes MARS is our unwavering dedication to tailoring our offerings to resonate with the unique needs of the Indian audience. We meticulously formulate our products to complement a variety of Indian skin tones and cater to the specific preferences of our customers, ensuring they can embrace and enhance their beauty journey with products tailored exclusively for them.

For instance, our City Paradise palette is a prime example of our commitment to diversity and inclusivity. It features eight distinct variants, each inspired by the vibrant colors that define iconic Indian cities such as Mumbai, Delhi, Chandigarh, Lucknow, Bengaluru, Jaipur, Ahmedabad, and Kolkata. This means that whether you’re in the fast-paced metropolis or the culturally rich heartland, our palette provides shades that harmonise with the essence of your city, making your beauty routine a truly personalised and enriching experience.

How does your start-up differentiate itself from competitors in the market?

While many other makeup brands strive for a global identity, our focus is on reinforcing our brand as one that draws inspiration from India, is thoughtfully designed for Indian consumers, and are proudly ‘Made for India’. We stand out by being hyper-focused on understanding and meeting the unique beauty needs of the Indian population, which is a significant differentiator in a market where one-size-fits-all products often prevail.

What milestones has your company achieved so far, and what are your future growth plans?

We’re experiencing rapid growth, doubling in size every year. Our milestones include expanding our product range, building a strong online presence, and gaining a loyal customer base. In the future, we plan to continue this growth trajectory by further diversifying our product offerings, increasing our market presence, and expanding into physical retail stores to reach a wider audience.

How has the start-up evolved since its inception, and what challenges have you overcome along the way?

The start-up has evolved significantly since its inception. We have expanded our product assortment, refined our product designs, and executed more targeted marketing initiatives. The biggest challenge that we’ve overcome is keeping the value chain cost-effective, given that our commitment to affordability is at the core of our brand identity. This required meticulous planning and resource allocation to maintain our product quality while keeping prices accessible.

How does your start-up contribute to the industry or community you operate in?

MARS is part of the beauty movement that supports self-expression through affordable, Indian-inspired makeup. We contribute to the industry by offering products that reflect the cultural diversity and unique beauty needs of India. Our commitment to accessibility and affordability makes quality makeup products available to a wider audience, thus empowering individuals to express their unique styles and personalities.

What problem does your start-up solve?

Our mission is to make cosmetic products accessible to the masses. We address the problem of limited choices for makeup products that truly resonate with the Indian market, ensuring that everyone has access to affordable, high-quality makeup options.

How much funding has the company raised, and from which investors?

We are a bootstrapped company, meaning we have not raised external funding and have grown our business using our own resources and revenue generated from sales.

Who are your target customers, and how are you acquiring them?

Our target customers are individuals in the age range of 18-35+ years in India who use makeup. We acquire them through a combination of online marketing, social media engagement, and collaborations with beauty influencers to build brand awareness and loyalty.

What are the major challenges that the company faces currently?

Our major challenges include building and maintaining brand loyalty in a competitive market and increasing brand awareness, especially among the diverse population of India. These challenges require strategic marketing efforts and continued product innovation.

What is the background and expertise of the founding team?

Our founding team is quite versatile. One of them is a marketing expert who is also driving new product development, with a deep understanding of consumer behaviour and beauty trends. The other is a tech enthusiast with a keen eye for design, responsible for ensuring our digital presence and product aesthetics are top-notch.

What is the company’s growth plan and vision for the future?

Our growth plan involves being more visible online and in physical stores, expanding our product range, and finding new ways to connect with our customers. Our overarching vision for the future is to make a positive difference in people’s lives by helping them feel more confident through beauty, while continuing to tailor our products to the unique preferences of the Indian market.