Windchimes wins social and digital duties of Jafra Ruchi Cosmetics

By Satrajit Sen , afaqs!, Mumbai | In Digital | March 07, 2014
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The Mumbai-headquartered agency will handle the social media presence for the company and work towards creating buzz for its products in the digital space.

Jafra Ruchi Cosmetics, the global direct selling cosmetics company in India, has tied up with Windchimes Communications with an objective to enhance its brand presence through social media marketing.

Windchimes Communications

Jafra Ruchi Cosmetics

Nimesh Shah

The Mumbai-headquartered agency will handle the social media presence for the company and work towards creating buzz for its products in the digital space, and also build stronger relationships with the audiences via engagement on social media platforms like Facebook, YouTube and Twitter.

Jafra is a part of the Vorwerk Group, Europe's largest direct selling company and a multi-billion-dollar family enterprise present in 70 countries. Jafra, in India, is in partnership with Ruchi Group, the food and steel conglomerate of Central India with a turnover of US$6 billion.

Jafra Ruchi Cosmetics has a product portfolio across categories including skincare, nail colors, fragrances and toiletries.

Windchimes, as a part of its scope of work, will work closely with the Jafra Ruchi Cosmetics team on consolidating the online presence for Jafra Ruchi Cosmetics across the nation. Windchimes will also serve as a key moderator for the organisation on digital marketing and social media initiatives and will work to build and execute social media strategies that will help the brand to enhance its brand presence and reach out to a much wider audience in the online space.

Speaking about the development, Shilpa Ajwani, joint managing director, Jafra Ruchi Cosmetics India, states, "Social Media, nowadays stands as a dominant marketing tool offering businesses and brands a great potential to grow. Social media functions as a crucial source of information, greatly influencing the buying decisions of the consumers. The reach of social media is also quite vast, making it a must have in the strategy of every organisation."

"We are planning to leverage digital space to communicate with our consultants and also enrol many more into our fold. Partnering with Windchimes, which comes with a standing reputation, gives us an assurance that we will be able to leverage our social reach effectively," states Harish Singla, joint managing director, Jafra Ruchi Cosmetics India.

Nimesh Shah, head maven, Windchimes, says, "We are extremely proud to associate with and be the social media partners to such a reputed brand. Our objective will be to use digital marketing and social media effectively for the brand to meet their business objectives. Working closely with the team will surely enhance Jafra Ruchi Cosmetics' social media and brand presence in India."

US-based Jafra entered India in 2010 by forming a joint venture with Ruchi Group with the American firm holding 70 per cent stake in the JV. Currently, its skincare range is priced between Rs 700 and Rs 4,000. Other direct selling firms likes Amway and Oriflame have products ranging between Rs 20 and Rs 2,999 catering to the mass segment.

Windchimes caters to local, outstation and international clients and has executed social media strategies for brands and companies like HDFC Bank, Lotus Herbals, Delhi Airport, Classmate, ITC Hotels, Lakme Absolute Salon, Lakmé Salon, Reliance Energy, ITC Classmate, Ambuja Cements and many others.

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