As we witness the rising demand for skin and hair care in our country, there are a number of players who have been working on their brands to make it big in the Indian market. We explored and came across one of the most creatively named brand- True Frog in recent times, who runs on the concept of being true to their customers.
Being on the edge of innovation, True Frog claims to be the first to come up with advanced products that cater to the ever-changing demands of the personal care industry.
Subrata Nag, Co-Founder, Chairman & MD at True Frog shared some of the insights to understand the startup better.
What was the idea behind starting your venture True Frog?
All three founders have had very long stints with organisations of stature in their professional roles. Sarika is a veteran in the field of cosmetology and has relevant experience in product formulation and design and deeply understands consumer requirements. I and Mangesh have worked in senior leadership positions, build businesses, worked with start-ups, turned around companies, and have created institutions. After shaping and scaling businesses successfully, we joined forces to pursue our entrepreneurial journey with a personal care brand that is true to the fundamental belief that beauty can have integrity.
Can you briefly tell us more about your venture and products?
We realized that with increasing consumers’ awareness there is a need to offer skin and hair care products that are good, harmless, and are environmentally friendly. Together we worked on developing these products and banked on the booming e-commerce to take them to the end customers.
True Frog products reflect the health, beauty, and diversity of those who use them. We believe that we represent the new age skin and hair care brand which is completely true to itself, to its customers, and also understand the sustainability is the only way forward. We are steadfast to constantly thrive towards developing products that are effective and harmless.
Did you get any funding for your startup? What are your plans to attract funding in the near future?
We are currently bootstrapped and have used our funds to launch our first set of five products in the haircare range. We’re in the process of introducing more products in the skincare range and will look at adding 3 – 4 products every quarter.
We will look at investment in the near term to fund our expansion and growth.
How has been your entrepreneurship journey so far?
We have just started. All three of us always wanted to begin our entrepreneurial journey and finally pursued our dream by launching True Frog in early 2020. However, Covid-19 was a momentary scare but we continued with what we started. Starting and restarting again is a part of any entrepreneurial journey. You have to keep making progress in the right direction; it will not always come at the desired speed.
What business opportunities do you see particularly in the personal care industry?
We believe clean beauty will have a lot more to offer in the long run. We see an opportunity for an Indian Origin brand to go global and deliver world-class products to consumers. Being on the edge of innovation, we endeavor to be the first to come up with advanced products that cater to the ever-changing demands of the personal care industry. There is a huge demand for sustainable products and we are determined to offer products for every concern which our customers have.
How do you see the brand in the next 2 years from now?
We plan to diversify our product portfolio and are looking at introducing 20- 25 products for the next two years. We are also working on reducing the usage of plastic where ever we can and are looking for more sustainable packaging solutions and have products that are environmentally friendly and biodegradable. We will continue to focus on the e-commerce model till we gain a substantial volume. We are also eyeing geographical expansion and gain access to new markets even outside India.
(TrueSpeak Team will soon be sharing the product review of True Frog for the reader’s better understanding)
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