Priyanka Chopra’s hair care line Anomaly, which debuted in India on Nykaa in August, intends to introduce a few additional stock keeping units (SKUs) before the end of the next year. By the following year, we would add several SKUs.
Chopra stated that the decision to debut Anomaly with only seven SKUs was deliberate because she wanted to test the market, but now that the company is among the top 10 sellers out of more than 450 hair care items on Nykaa, adding more SKUs makes sense.
Anomaly would not, however, be entering the market for style aids like hair sprays, according to Chopra.
Anomaly’s distributor and retailer, Nykaa, is aiding the brand’s entry into the Indian market. Given the pricing point it is planned for, Anomaly’s target market currently consists of tier 1, 2, and 3 cities. The price of Anomaly products, which starts at $750 for a 325 ml shampoo bottle, suggests that they are reasonably priced yet not mass-produced. Our ideal client is someone who is conscious of what they are putting into their body, said Chopra, adding that the test is already underway to spread awareness and accessibility to smaller areas. To improve accessibility, the brand will be added to other beauty retailers by September of the following year.
