A glimpse into the incapsulating history of Lakmé
Whenever one thinks about quality and affordable makeup, be it some lip gloss to get through the day or a statement winged eyeliner, one name that everybody swears by is Lakmé. ?
But how many of us know the story behind its origins? ?
You must have a notion that maybe a visionary woman who wanted to revolutionize makeup in India would have introduced this brand. ?
But NO! You are about to get the shock of your life when you read ahead and get to know about the history of your favourite brand. ?
THE IDEA?
After independence in 1947, the Indian economy was still stabilising and getting accustomed. At that time, Prime Minister Nehru was concerned about the extent of money outflowing the country when Indian women splurged on imported cosmetics. So, India's first Prime Minister, Jawahar Lal Nehru became the catalyst behind the launch of Lakmé. He persuaded his close friend J.R.D. Tata, to set up a company to manufacture cosmetics in India, and, in turn, save precious foreign exchange. And finally, Lakmé took birth in 1952, a company that manufactured fine cosmetics tailored for the Indian skin and Indian climate.?
THE INITIAL FORAY ?
Lakmé was set up as a subsidiary company of Tata Oil Mills Company (TOMCO) under the chairmanship of J.R.D. Tata. The brand started operations in a small, hired premises at Peddar Road and entered the market with an extensive range of personal care products for women.
In 1953, TOMCO tapped into the opportunity present due to the lack of indigenous cosmetics in the Indian market, and launched Lakmé in collaboration with two reputed French firms Robert Piguet and Renoir. Although the foreign collaborators contributed towards the know-how about their closely guarded perfume bases for a fee, it was a 'Make in India' mission from the word go!?
HOW WAS THE BRAND NAMED ?
Most of us are not aware but there’s a very interesting name-play in the word Lakmé. Lakmé is the French word for Lakshmi. It carries connotations of both countries - the Indian flavour and the French touch. Interestingly, the name Lakmé is also inspired by an opera that was quite the rage at the time in Paris, besides meaning the Goddess Lakshmi, who is the Hindu goddess of wealth and an epitome of beauty.?
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SHIFTING OF GEARS SINCE 1961?
The company tasted success year after year. And Simone Tata, Naval H.Tata's wife, stepped in as the managing director of the company in 1961, took on the Herculean task of redefining beauty and contributed greatly to making Lakmé an iconic brand, due to her aesthetic sense and business acumen. Lakmé soon set up a network of branded beauty salons, with the first one opening in 1980. The salons offered
women a complete range of beauty treatments administered by qualified beauticians. Simone then became the chairperson in 1982. ?
A robust and creative team and their?aggressive marketing strategies, ensured that Lakmé did exceedingly well in urban markets across India as well as internationally.?
THE HURDLES ?
Things got tricky in the 1980’s, when the government levied a 100 per cent excise duty on cosmetic products, including the domestically manufactured ones, which led to a drop in margins. Simone met the then finance minister, Dr Manmohan Singh, to solve the issue, who asked her to bring signatures of people who felt such a high excise duty was unfair. And she did. In the succeeding Union Budget meet, the excise duty was reduced.?
THE HUL MERGER?
In 1993, TOMCO merged with Hindustan Unilever (erstwhile Hindustan Lever) in a strategic deal. Lakmé divested its 50% stake in the joint venture with HUL, and sold its brands to Hindustan Unilever in 1998.?
Concludingly, in spite of the cut-throat competitions from homegrown as well as international cosmetic brands, Lakmé has managed to thrive in the industry over the years and corner a major market share. It is probably one of those brands that have transformed society in more ways than one.