We’ve Implemented Video Sessions & E-Learning Courses In 41 Markets Including India: Frederic Widell, VP & Head Of South Asia, MD India
Oriflame entered India in 1996 as a high fashionable cosmetics brand. With an aim to grow the brand to another level, targeting a double digit growth, Frederic Widell, VP & Head of South Asia, MD India spoke to BW Businessworld on how he would continue to build sustainable business in India.
Widell heads the operations in India and is responsible for business growth in the South Asian region. Speaking on his appointment, Widell said, “My heart has always belonged to Oriflame and it’s quite impressive to see how the brand has established its position keeping alive its core values. Much of the brand’s vital philosophies are reflected in its business success. I am looking forward to steering the India business ahead and making this iconic brand further achieve its full potential. We have recently launched skin routine for men last month and you will see a lot of newness in terms of products and launches in the times to come.”
Working in the Indian market, Widell has seen a transformation in the society especially women from the middle class that have truly emerged in India. “The Indian woman is ready to take on challenges and be independent. We have invested substantially in India and view the country as one of the strongest emerging markets in Asia,” he said.
According to Widell, direct marketing in India is big. “Oriflame has two diverse offerings – one is natural Swedish cosmetics and the other is income opportunity. We have inculcated a strategy to first educate the consumers regarding the benefits they can derive from both the products and then influence them to buy our products,” he said.
Speaking on how the beauty and wellness as a service sector offers great scope for employment and entrepreneurship for women, Widell remarked, “Beauty & Wellness as an industry is growing at a double digit in India and that is a positive sign for employment as well as entrepreneurship for women. As a direct selling beauty company, one of the key pillars of our business is to sell our innovative products through our consultants. As one of our Consultants you can choose to save money on the beauty products you buy for yourself and your family, earn money on your own sales or invite others to join your team and earn money on the total group sales.”
More than 3 million consultants globally are associated with Oriflame and it has distributed about EURO 390 million in 2017, directly to consultants through bonuses and other forms of recognition.
Skill development is an integral part when it comes to beauty and wellness. To have the right knowledge about the products and their usage helps one choose the right product and also understand the ingredients or the research that goes behind creating those products. “We provide our consultants the best of training by trained professionals and the most updated tools to grow their businesses. We also invite potential consultants to our open training programs. In 2017 itself, approximately 2,25,000 consultants participated in Oriflame Business and Beauty Academy trainings globally, learning business skills as well as more about our products. We even rolled out open e-learning platforms and have continued with the development of new video sessions and micro e-learning courses. A total of 41 markets including India have now implemented the e-learning platform,” he informed.
Oriflame offers natural Swedish cosmetics at an affordable price to Indian consumers. “We believe that positive word of mouth and education of target consumers can drive their purchase decisions more than advertising,” he concluded.
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