Shankar Prasad, CEO, Plum in a conversation with IMPACT talked about how the brand continues to stand out in India’s crowded D2C beauty space by doubling down on two pillars, meticulous formulation and a deeply engaged community. With products like its Niacinamide range, Plum prioritises detailing, texture, and sensory cues while building a meaningful relationship with its consumers, whom it fondly calls 'Plumsters.'
Prasad believes that while Gen Z expresses its expectations more boldly, the fundamentals of what people want from brands, honesty, value, respect remain unchanged, and Plum’s focus on authenticity aligns well with this mindset. Sensory branding is a major strength for the company, with teams obsessing over textures, fragrances, finishes, and packaging to create distinct experiences across categories.
On the marketing front, Plum leans heavily on digital and CTV while staying away from traditional media until it expands distribution further. Channel performance varies by product lifecycle, with discovery-led categories thriving on social platforms and search-driven ones doing better on Google. While ingredient awareness is rising across India, Plum remains focused on metros and top-tier markets before exploring rural penetration. Over the next two years, the brand will continue sharpening its skincare leadership through innovation, stronger reach, and disciplined execution.
