• Anagha R

At the end of 20th century all the hype came to an end that created practical and pragmatic environment and have given more stable picture of fashion business. During 50s, 60s, 70s Indian fashion was not so colourless but it was stylish and graceful. There were no designers, models that a country could show off. The value of garment was just judged by fabric but not by who made it. Nykaa was founded in 2012 by former managing director of Kotak Mahindra Company Falguni Iyer. She converted the store into e – commerce portal and she added all the necessary cosmetics and skin care products. For providing services to clients, they use inventory based methodology. There are two offline retail layouts. They are Nykaa Luxe and Nykaa on – trend. They are available for purchase online and also at physical stores. Digital marketing strategies like YouTube marketing, through website, E – mail marketing, social media marketing etc. Nykaa is investing more in content marketing and digital marketing efforts for attracting and retaining customers. Also, they use community approach to help their audiences get value even before they have converted into customers.

Search Engine Optimisation, Influencers, Digital marketing, youtube marketing

"Nykaa - Digital Marketing Strategies", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 1, page no.e408-e415, January-2024, Available :http://www.jetir.org/papers/JETIR2401449.pdf

"Nykaa - Digital Marketing Strategies", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 1, page no. ppe408-e415, January-2024, Available at : http://www.jetir.org/papers/JETIR2401449.pdf