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Home > Brand Media Stories > Business And Services Stories > Article > In Conversation with Kanikka Dewanii founder of Mintree talking about her journey in the industry and Shark Tank experience

In Conversation with Kanikka Dewanii, founder of Mintree talking about her journey in the industry and Shark Tank experience

Updated on: 23 April,2024 08:34 PM IST  |  Mumbai
BrandMedia |

Mintree's vision is to achieve this milestone within the next 5 years, aiming to be on the shelf of every 5th consumer globally.

In Conversation with Kanikka Dewanii, founder of Mintree talking about her journey in the industry and Shark Tank experience

Kanikka Dewanii

Congratulations on your successful pitch on Shark Tank India? Can you share the story behind Mintree and what inspired you to bring the brand to market?

I come from a family deeply rooted in entrepreneurship, and I've always harbored the desire to become one myself. Creating has always been a source of immense joy for me, and I believe that crafting something from scratch offers an unparalleled sense of satisfaction. Thus, my aspiration has always been to be a creator and an entrepreneur, channeling my creativity primarily through design, as it has long been my inclination.

I am drawn to finer things in life, and I aim to amalgamate all my passions and interests into a business venture where I can craft luxury fine design products. Waking up every day with the purpose of making the world more beautiful and instilling confidence in others is a dream job for me.

With this vision in mind, I ventured into the beauty industry, working at LVMH in the makeup sector for a year and a half, specifically focusing on Benefit makeup, and later at L'Oréal for three years as a product manager. Beauty has always been my calling, although I have also worked in the fashion industry. However, my enthusiasm for beauty propelled me in that direction.

Observing that there was a notable absence of serious luxury brands originating from India, with the exception of Forest Essentials, which itself dedicated 17 years before being acquired by ST, I recognized a significant opportunity. As perceptions evolve and India gains recognition for its commitment to quality, I believe there is ample space for luxury products beyond Indian borders.

What sets Mintree apart from other brands in the market, and how does it address a unique need or gap in the industry?
Mintree is a brand that simplifies skincare. In a market flooded with products containing ceramides, peptides, vitamin C, retinol, and more, Mintree stands out by combining all these beneficial ingredients into one, making skincare effortless. Our products are designed to make you feel good, with a focus on simplicity and certified organic ingredients that seamlessly integrate into any skincare routine. They are gentle yet effective, suitable for all without disrupting existing routines.

We specialise in products tailored for dry skin, offering exceptional results. Our forte lies in body care products, boasting an impressive range. Additionally, our packaging is sustainable and luxurious, making our products perfect gifts for any occasion. As the trend shifts towards self-care, Mintree is at the forefront, providing an alternative to traditional gifts like chocolates, offering indulgent self-care products instead.

How has your experience on Shark Tank India impacted Mintree's growth and visibility, and what key takeaways did you gain from the experience?
We've experienced a significant uptick in our business, and the mentorship we've received from Piyush and Azar has proven invaluable. The credibility we've gained has completely transformed our relationships with vendors who previously didn't take us seriously. Now, we're being invited to numerous podcasts and speaking engagements, which has greatly enhanced our visibility. This newfound recognition has even opened up international markets for us, with inquiries pouring in from Dubai, Canada, the US, and Australia. Indians settled abroad are also showing interest in launching products with us. We're eager to continue expanding and growing our business further.

As Mintree continues to expand, what are your future plans for the platform, and how do you envision it evolving in the coming years?
It's a dream to build a brand and scale it like Forest Essentials did, eventually getting acquired by a major skincare giant such as Estee Lauder or L'Oreal, and becoming a global beauty brand, featured on the shelf of every 5th consumer worldwide. Mintree's vision is to achieve this milestone within the next 5 years, aiming to be on the shelf of every 5th consumer globally. That's the trajectory we aspire to pursue for our growth.

Future plans and marketing strategy at Mintree?
This year, our focus is on enhancing our customer experience. We aim to create such an amazing user experience that we're prepared to venture into physical stores. Our goal is for people to not only try our products but also experience them firsthand. We envision stores equipped with wash basins, allowing customers to test our products through hand washes or body washes, experiencing the scent and feel firsthand. Our plan is to establish physical stores within the next year. During this time, we'll work on refining our systems and experiences to ensure they are robust enough for a successful transition to physical retail. Additionally, we aim to secure placement in stores like Nykaa, Sephora, and Tira, so we're eager to begin our physical retail journey as soon as possible.

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