A Comprehensive Analysis of Top Indian Cosmetic Company : LAKME
International Journal of Case Studies in Business, IT, and Education (IJCSBE), 3(2), 79-90. ISSN: 2581-6942, 2019
11 Pages Posted: 19 Dec 2019
Date Written: November 15, 2019
Lakme is one of the leading cosmetic brands with headquarters in Mumbai, India, owned presently by Unilever. The idea of establishing Lakme in the year 1952 surged into existence because Prime Minister Jawaharlal Nehru came to know that Indian women were splurging on imported cosmetics and spending precious foreign exchange on beauty products. In this case, he requested JRD Tata to start the beauty sector in India. Lakme then became a100% affiliate of Tata Oil Mills (TOMCO), a part of the TATA group. Later it became a unique company as it goes by its tagline ‘Lakme Reinvent’ after it has been acquired by Hindustan Unilever, ‘On Top of the World’ which now continuously innovates and offers a wide variety of cosmetics of the world class, skincare product, and beauty salons to the customers around the world. This article illustrates different elements of the organization, its company sections, marketing strategies, corporate structure, management, and structure operations while providing beauty and wellness services. The secondary data were obtained from various scholarly journals, websites, and books. We have analysed financial performance, corporate social responsibilities of the company and examined their strategies using the SWOC framework as a research case study.
Keywords: Lakme Reinvent, Marketing Strategies, SWOC Framework, Corporate Social Responsibility
Suggested Citation: Suggested Citation