While Oriflame India is providing a level playing field and rigorous training to its cadre of around 2.5 lakh consultants, it is also positive
about the company’s growth prospects in the country.
Founded in 1967, Oriflame is a Direct Selling Company dealing in beauty products in more than 60 countries. Its wide portfolio of Swedish, nature-inspired, innovative beauty products is marketed through approximately 3 million independent Oriflame Consultants, generating annual sales of around €1.5 billion. Respect for people and nature underlies Oriflame’s operating principles and is reflected in its social and environmental policies. Oriflame supports numerous charities worldwide and is a Co-founder of the World Childhood Foundation. Oriflame Cosmetics is listed on the Nasdaq OMX Nordic Exchange.
Vivek Katoch, Director – Corporate Affairs, Oriflame India Pvt. Ltd, explaining the company’s vast reach says, “We have over 3 million consultants worldwide.” As regards the India operation, the company has over 2.5 lakh consultants in its network, says Mr Katoch, adding, “We use Direct Selling as our distribution network with our independent consultants, as Direct Selling brings us closer to our consumers/customers, which in turn gives us a better understanding of their needs and choices.” In February 2015, in a media report, Niklas Frisk, Vice-President and Head, South Asia and Managing Director for India, Oriflame, had said that the Swedish beauty giant in the Direct Selling Industry was sure that in the next 10 years, India would become the largest market for Oriflame. India currently is in list of Top 10 largest market by revenue for the Company and Russia is the top selling region, according to reports. The company that sells around 500 products across six categories in India plans to take it up to 600 products adding 100 products over 2016. Across the world, Oriflame has a vast portfolio of over 1,000 products. The Company that has been synonymous with cosmetics, had introduced its line of wellness products globally a decade back in 2005 and this year wellness products has been launched in India. The Company has registered a double digit growth compared to last year by launching its world class nature inspired products including wellness range. In October last year, the company appointed budding actor Huma Qureshi as the Brand Ambassador of its colour cosmetics range and she launched the innovative ‘The One’ range of cosmetics on the occasion. In April 2015, it launched a range of hair styling products for professionals and at the onset of monsoon in June, Oriflame came up with a body odour solution.
Oriflame is very much aligned with the Government of India’s vision Make in India. Oriflame India produces 80 per cent of its products in India through its two own factories and by engaging 13 sub-contractors. What has sustained the company’s worldwide growth in a highly competitive market for the last more than 45 years is quality of its innovative products at affordable price and business model which is resilient and growth oriented in both mature and emerging markets.
The Company’s policy to let the consultants be their own bosses, set their own goals and an emphasis on no barriers has proven the training grounds for a cadre of independent entrepreneurs who have flourished and grown productively. In the process, they have helped the company grow its bottom line. Though reasons for joining Oriflame may vary from consultant to consultant, the company has kept the entry bar low deliberately to make it easy for the low qualified to find a secure means of employment with them. As Mr Katoch says, “It is very easy to join Oriflame. Anyone above 18 years can join Oriflame. All you need is the will to fulfill your dreams.” To enable this untrained workforce, Oriflame holds regular trainings and recognition programs. “We provide business trainings and impart leadership skills at different levels. Right from a consultant level to the top management, we ensure that each one is instructed on the roles and responsibilities, how to develop a core team, ways on building up the business and leadership development, etc. Our leadership academies at different levels help the
team in core issues and provide assistance for the team’s growth,” Mr Katoch elaborates on the rigorous in-house skilling done at Oriflame.
The company that touches more than 2 lakh lives across India, currently presents an enabling business proposition and opportunity to individuals by evoking aspirations and bringing about financial stability and freedom. For many who would normally not be found qualified for a job, “Oriflame stands for fulfilling dreams,” as says Mr Katoch.