The Grover sisters have built a multi-crore company selling hair extensions and wigs in India
Hyderabad entrepreneurs Raina and Richa Grover turn a family legacy into a ₹30 crore success story. (Image by arrangement)
Being a successful entrepreneur is all about identifying a gap in the market, and the Grover sisters from Hyderabad have done just that. Raina and Richa Grover started ‘1 Hair Stop India’ in 2019 and started creating awareness about hair extensions.
Their father, Lalit Grover, had been manufacturing hair products since 2008, but the sisters realised that the majority of the customers were from abroad. To tap this niche market in India, they created a brand, and today, they boast of a `30 crore turnover.
Building a brand
“While it’s a well-known fact that India is the world’s biggest exporter of hair, many in India do not realise the potential here. My dad has been in the business for the past 18 years and he was mainly exporting hair extensions across the globe. Since our base was in India, we were not able to generate as much output for the international market as we would have liked. And that's why we decided to venture into the Indian market. We started our Instagram page right before the pandemic,” says Raina.
The sisters purchased the products from the manufacturing unit owned by their dad, and sold them on their e-commerce platform, building the brand by themselves.
Speaking about their father’s influence, the sisters say, “Since my dad started the business, we were involved in it. At the end of the day, he would share his lessons with us. Therefore, we always understood the product and what he was getting into.
Breaking the taboo
Since its inception, 1 Hair Stop has attracted thousands of clients and sells products like hair toppers and patches, hair powder, volumizers and wigs. A chunk of the human hair is sourced from the Tirumala Tirupati temple and other temples across south India.
People grappling with hair thinning stemming from different illnesses might feel apprehensive about buying the products ‘sight unseen’ online. To address this, the Grovers opened a brick-and-mortar store in Hyderabad, and have recently started one in Bengaluru. “Now, people can come and try on the products and see the difference they make. Once the ‘in-person’ connect is established, we run clients through the different products we offer and the various customisations we can do to make the piece seem as natural as possible,” explains Raina. “When we started out, there was a lot of taboo regarding wearing these pieces and not everybody was comfortable. But we are seeing a change slowly,” she adds. “I believe that the type of content we have been able to produce has led people to reach out to us, expressing their realisation that they were not alone in their struggles. For them, this provides a profound sense of comfort,” says the sisters.
Luxury Marketing
The Grovers say they focus more on product quality than playing the price point range. “We use 100 percent virgin human hair which has been untouched by any sort of dye, including henna. We also have Remy hair, which means that all the hair cuticles are aligned in one direction. That makes the lifespan of the hair extensions longer,” add the sisters.
Client Base
“I would say our largest base would be women in the 25 to 35 age range. Anyone who wants resolution to hair thinning or loss problems is a customer,” they sign off.
Building a brand
“While it’s a well-known fact that India is the world’s biggest exporter of hair, many in India do not realise the potential here. My dad has been in the business for the past 18 years and he was mainly exporting hair extensions across the globe. Since our base was in India, we were not able to generate as much output for the international market as we would have liked. And that's why we decided to venture into the Indian market. We started our Instagram page right before the pandemic,” says Raina.
The sisters purchased the products from the manufacturing unit owned by their dad, and sold them on their e-commerce platform, building the brand by themselves.
Speaking about their father’s influence, the sisters say, “Since my dad started the business, we were involved in it. At the end of the day, he would share his lessons with us. Therefore, we always understood the product and what he was getting into.
Breaking the taboo
Since its inception, 1 Hair Stop has attracted thousands of clients and sells products like hair toppers and patches, hair powder, volumizers and wigs. A chunk of the human hair is sourced from the Tirumala Tirupati temple and other temples across south India.
People grappling with hair thinning stemming from different illnesses might feel apprehensive about buying the products ‘sight unseen’ online. To address this, the Grovers opened a brick-and-mortar store in Hyderabad, and have recently started one in Bengaluru. “Now, people can come and try on the products and see the difference they make. Once the ‘in-person’ connect is established, we run clients through the different products we offer and the various customisations we can do to make the piece seem as natural as possible,” explains Raina. “When we started out, there was a lot of taboo regarding wearing these pieces and not everybody was comfortable. But we are seeing a change slowly,” she adds. “I believe that the type of content we have been able to produce has led people to reach out to us, expressing their realisation that they were not alone in their struggles. For them, this provides a profound sense of comfort,” says the sisters.
Luxury Marketing
The Grovers say they focus more on product quality than playing the price point range. “We use 100 percent virgin human hair which has been untouched by any sort of dye, including henna. We also have Remy hair, which means that all the hair cuticles are aligned in one direction. That makes the lifespan of the hair extensions longer,” add the sisters.
Client Base
“I would say our largest base would be women in the 25 to 35 age range. Anyone who wants resolution to hair thinning or loss problems is a customer,” they sign off.
( Source : Deccan Chronicle )
Next Story
