Qaadu, a beauty and wellness brand focussing on developing clean beauty products has expanded its presence in India and UAE. The company has tied up with both offline pharmacies and hypermarkets as well as online retail platforms. Qaadu has been expanding its offline and online presence since its establishment in 2022. 

In India Qaadu products are available online on Tata 1Mg, Nykaa, Flipkart and Amazon India. In Dubai, the company is following a similar strategy. Offline, the company has a strong presence in over 200 locations, including major retailers like LuLu India and UAE, Aster Pharmacy and Life Pharmacy. To reach out to buyers who prefer to buy from big beauty retail, the products will be available in all the Lulu Hypermarts in Kerala, Lucknow, Bangalore and Dubai. In fact, to make its brand recall stronger in the minds of the consumers, Qaadu has also introduced a new website and e-commerce channel targeting customers in India.

The brand, founded by investment banker turned beauty and wellness marketer Shafin Kalathingal, has been created to cater to the wellness needs of entire family. In fact, the first set of products were gummies for kids. Currently, the company has over 18 products in the wellness, beauty care, mother & child categories.

Talking about the acceptance of the brand and the product in the market, Kalathingal said, “Sales in our first year of operation exceeded 15 million business. 80 percent of which were offline stores. Online stores accounted for 20 percent of the business.” This is expected to change with the launch of the new website with complete e-commerce capabilities.

Qaadu aims to capture 10 percent of the premium market within ten years with its over 18 premium and prestige personal care, wellness, and nutraceutical products. Kalathingal is now targeting to be in the top five positions in the premium category in the beauty and wellness market. “We became a part of the beauty and wellness industry, despite it being a competitive segment because we identified several gaps. The market lacked an all-inclusive brand with properly certified products. The vision and mission of Qaadu are to bridge this gap. Our products are certified by leading international quality standards organizations such as the USFDA and the Vegan Society of the UK. Our production processes follow GMP and ISO-certified factories,” he added.

The first products to be formulated by the brand were kid’s gummies. From there on Qaadu diversified its portfolio and created face, body, hair, wellness, kids and mother & child products. “We are thrilled to introduce our new products and website, and we are confident that our premium and prestige segment offerings will cater to the needs of our discerning customers. As our product gains prominence globally, we’re keen to enhance our customer engagement and fuel our growth to 110 million within the next three years,” Kalathingal said.

---