Vi-John Group

Client Overview:

Vi-John Group is a heritage men’s grooming brand with over three decades of leadership in general trade. Known for its robust portfolio across shaving, hair removal, fragrance, and body care, the brand sought to redefine its market presence and enter the modern trade landscape with a premium product offering.

Objective:

Vi-John aimed to modernize its consumer approach by launching a premium portfolio in the men’s grooming and fragrance categories. The goal was to expand its footprint in pan-India modern retail, gain value share in modern trade, and foster brand love among a new-age audience.

Solution by Growthmate:

Growthmate collaborated with Vi-John Group to strategize, launch, and scale its premium offerings across modern trade channels. The partnership included the following initiatives:

1. Sharpening Assortment:

• Optimized existing SKUs into sharper assortments and introduced value packs to align with market demand.

2. Premium NPI Offerings:

• Planned and activated new premium products in shaving and grooming categories, enhancing Vi-John’s appeal in modern retail.

3. High-Value Packs for B2B & B2C:

• Curated high-value product bundles with purchase value offerings, resulting in a 20% increase in average selling price (ASP).

4. National Key Account Launches:

• Successfully launched and managed Vi-John’s premium portfolio across leading modern trade platforms, including:
• D-Mart
• Reliance Smart
• Flipkart Best Buy
• Nykaa e-Retail
• Tata 1mg

5. Market Share Gains:

• Secured significant value share in premium shaving foam and after-shave lotion categories.

6. End-to-End Operations Management:

• Managed the complete sales-to-collection process, including:
• Centralized order processing.
• Appointment-based deliveries to modern retail outlets.
• Fill rate optimization.
• Three-month rolling forecasts.
• Finance reconciliation across channels, significantly improving cash flow and reducing market exposure risks.

7. Strategic Terms of Trade:

• Negotiated long-term, strategic terms of trade with key accounts, enabling Vi-John to establish Joint Business Plans (JBPs) for sustained growth.

Results:

Through Growthmate’s strategic intervention and execution, Vi-John successfully:

• Entered and scaled operations in pan-India modern trade.
• Enhanced brand equity and consumer engagement with premium offerings.
• Improved operational efficiency and cash flow management.
• Achieved measurable growth in value share within targeted categories.

Conclusion:

This collaboration highlights Growthmate’s expertise in driving transformation for legacy brands. By blending strategic planning, operational efficiency, and innovative product offerings, Growthmate empowered Vi-John to seamlessly transition into modern retail and achieve sustainable growth.