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Case View with Amit Sarda and Natasha Tuli - Organic Aromatherapy Brand, Soulflower: Segmentation by Star Signs and Spreading Happiness by Spreading Aroma

Case View with Amit Sarda and Natasha Tuli - Organic Aromatherapy Brand, Soulflower: Segmentation by Star Signs and Spreading Happiness by Spreading Aroma
case view, BRAND MANAGEMENT
ET Cases, 10 Pages
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Product code: BM-1-0018B

Abstract

Amit Sarda, Managing Director, Soulflower

Amit Sarda (Sarda) is credited with pioneering the concept of natural skin and hair care in India. At a time when aroma, natural soaps and oil blends for hair and skin were considered to be an upper class indulgence, he launched the Soulflower brand which became immensely popular among a growing section of the society that was becoming conscious of wellness and personal care. Sarda came out with a bevy of indulgence products at competitive prices. And with a distribution strategy that relied on large format stores like Shoppers Stop, Soulflower within a short time gained market leadership.

Sarda, started an apparel brand ‘Ruf & Tuf’ with Arvind Mills at the age of 16 and holds the unique distinction of being one of the youngest CEOs of a BSE listed company. Other than running Soulflower, Sarda is an active proponent of enterprise and is presently the President of ‘Young Entrepreneurs’ Society (YES)’.

Natasha Tuli, CEO, Soulflower

Natasha Tuli (Natasha), Soulflower girl and CEO at Soulflower, is a qualified Architect who chose to translate her passion into a viable and robust business and heads the design and conceptualization at her company. An alumnus of ISB, her love for aromas and flavors inspires her to discover unique natural ingredients and come up with solutions that improve everyday life. Natasha is now focused on achieving her goal of providing the women that she employs with clean happy working environments, enabling, them to achieve greater economic independence.

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