Beauty and personal care brand Pilgrim has lately announced the onboarding of popular Bollywood actress Rashmika Mandanna as the new brand ambassador for its hair care range. The Animal star is expected to leverage her star power and charm to boost the brand’s growing presence in the market.
As Pilgrim expands its offline footprint by entering more general and modern trade stores and opening exclusive brand outlets (EBOs), it aims to increase offline business from 22% to 35% by the end of the calendar year.
At present, Pilgrim sports 4,000 offline stores across 200 cities, 1,100 beauty advisor counters, and five exclusive brand outlets (EBOs) in key cities like Mumbai, Nashik, Chennai, Hyderabad, and Mohali, and poised for further growth, according to Anurag Kedia, co-founder and CEO.
“By this CY end, we eye to have a presence across 10,000 outlets across GT and MT outlets and will take the total EBO count to 15,” said Kedia
The brand has a diverse portfolio spanning skincare, haircare, and colour cosmetics, and invests approximately INR 10 lakh to launch a single EBO, which covers an area of 64 square feet.
Currently, the brand boasts a portfolio of 170 SKUs, comprising 50 SKUs in colour cosmetics, 50 SKUs in haircare, and 70 SKUs in skincare, offering a diverse range of products across its three core categories.
By the end of this CY, the brand anticipates that colour cosmetics will account for 20% of its portfolio, with the remaining 80% equally split between haircare and skincare categories, at 40% each.
“Currently, 40 per cent of our revenue comes from haircare, 45 per cent from skincare, and the remaining 15 per cent is contributed by colour cosmetics,” Kedia continued
In addition to its domestic presence, Pilgrim also has a significant international footprint, exporting its products to countries such as the UAE, the US, and Canada. Furthermore, the brand has successfully established an omnichannel presence in Nepal, catering to a wider audience across various platforms.
“This CY will be launching in countries like Indonesia and Malaysia. At present, the contribution from international markets stands at 3-4 per cent,” Kedia added
Pilgrim’s latest brand campaign, “The Secret is in the Mix,” starring Rashmika Mandanna, showcases the brand’s core philosophy of expertly blending premium ingredients to craft products that deliver remarkable results. This campaign highlights the brand’s commitment to quality and efficacy, positioning Pilgrim as a trusted name in the beauty and personal care industry.
“This campaign is truly special because it highlights that while trends come and go, the real magic lies in how ingredients are expertly combined to deliver results. I look forward to a great association with Pilgrim and can’t wait to share these remarkable hair care secrets with everyone,” said Rashmika Mandana
Backed by esteemed investors like Fireside Ventures, Vertex Ventures, and the Narotam Sekhsaria Family Office, Pilgrim boasts a robust monthly customer base of 700,000, fueling its ambitious goal to reach INR 1000 crore in annual recurring revenue (ARR) by 2025.
