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BW Businessworld

We As A Brand Ensure Sustainable Approach: Amritha Gaddam, Founder, The Tribe Concepts

In an interview with BW Businessworld, Amritha Gaddam, Founder of sustainable eco-friendly beauty brand The Tribe Concepts, talks about how a new beauty brand can sustain in an established market and more

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When most of the businesses/startups called for closure, what made you launch The Tribe Concepts?

When the urban tribe had spent better part of the decade experimenting with chemical peels, shampoos and cleansers loaded with chemicals, which yielded little results- they are now looking back to what they left behind- the secret recipes of ages handed down generation after generation for one purpose and one purpose only- Solving Skin and Hair issues.

I would say it’s the “need of the hour” that actually paved way to creating The Tribe Concepts. The motive of starting this clean and organic skincare brand is majorly to take the benefits of natural products and age old recipes to today’s millennials. More than a business “The Tribe Concepts” for me was an initiative we wanted to take forward to take people back to their roots and realise the value of Indian ingredients and simple clean sustainable natural alternatives for everyday skin and hair care. 

The market is already flooded with numerous beauty brands, how will The Tribe stand tall amongst all?

In a market where natural products contains 90% added chemicals and 10% of the real natural ingredient, The Tribe Concepts is the real 100% natural brand where our ingredients are our product. We as a brand ensure a sustainable approach right from our product to packaging. 

We are aiming to build a holistic, sustainable global tribe by propagating a "back to roots" lifestyle and bring ancient wisdom into the modern world through innovative natural products backed by truck loads of research. 

We believe that pure organic extracts from plants and roots can be equally effective alternatives to skin and hair care products if used in right combinations and proportions and thus most of our products are in pure organic powder forms or cold-pressed oil forms. We believe in our ethos, our products and our principles to drive us forward amongst all the beauty brands.

How are you different from the existing competitors?

When I won an elocution competition in my 10th grade, I still remember my teacher congratulating and telling me “Winners don’t do different things but they do the same things differently” That thought stuck with me and through the journey of The Tribe Concepts. Our products are not different; they are the same things done in a different way. We have face cleansers, hair cleansers, overnight oils (all products that are available easily in the market). What is different is that they are without additives, colors, preservatives, water, cream or fragrance. We have the same skin care products but in their most purest forms. We have exotic, beautiful and potent Indian ingredients that target different skin and hair issues. Some of our proud ingredients include Organic Sandalwood, Saffron, Manjistha, Tunga Musta, Kachuralu, Bavanchalu, Fenugreek, Sun Dried Rose Petals, Wild Turmeric Root, Holy Basil Leaves, Neem Leaves, Vetiver & Sugandi Root.

What challenges are you facing in running your business?

Everything with being natural is difficult. Right from curating the products to packaging it. Markets run on Demand and Supply. When the world is running on ease with single use plastic and preservative loaded skincare leading the game it is definitely difficult to anyone who comes with an out of the box requirement like a steel tin, glass bottles or no preservative ingredients. Right from procuring these to storing these it comes with its own challenges.
How has been the people's response so far?

Everyone who have got their hands on The Tribe Concepts products have only said good things right from packaging to the product. We are proud to have more than 60% of returning customers month on month. Our products may take additional 2 minutes to use than its peers but it is those 2 minutes that will be worth it when you see visible changes and we are proud that majority of our customers have identified that and are enjoying the benefits of natural ingredients for everyday skincare.

What is your marketing strategy? Please explain about the campaigns

We started small as a homegrown social media focused brand and today our customers have played a major role in spreading a positive word of mouth about our brand. Performance of our natural products have been the major drive of customer repurchase. And of course collaborating with real and right influencers has majorly helped us in driving the brand forward.

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Amritha Gaddam The Tribe Concepts