How a Mumbai Fruit Vendor Boosted Vineeta Singh’s SUGAR Cosmetics Sales
How a Mumbai Fruit Vendor Boosted Vineeta Singh’s SUGAR Cosmetics Sales
Entrepreneur Vineeta Singh, co-founder and CEO of SUGAR Cosmetics, initially had concerns about opening a store on Colaba Causeway due to the street stalls that might block visibility. However, after a year of seeing a significant increase in sales, her opinion changed. The real reason behind the success of her store surprised her.
Vineeta’s LinkedIn post revealed a fascinating trend: Arab women visiting Mumbai for medical tourism are driving SUGAR Cosmetics’ growth. They’re drawn to Indian makeup because it complements their warm skin tones and is perfect for the hot climate.
Vineeta’s initial concern about street stalls blocking her Colaba Causeway store’s visibility turned out to be unfounded. In fact, the bustling street scene actually became an asset. After a year of booming sales, she uncovered a surprising reason: a local fruit vendor named Suraj had been subtly promoting SUGAR to Arab women. Suraj, who had learned Arabic, would recommend “Kahaal Al Hindi” (Indian kajals) to the women, leading them to the store and driving significant sales.
Suraj and his father have a long-standing tradition of selling fruit in front of Vineeta Singh’s store. Arab women, who favor local fruits over imported ones, are frequent customers. Suraj, fluent in Arabic, takes advantage of this connection by offering them “Kahaal Al Hindi,” or Indian kajals. This simple suggestion entices the women to step into the store, try the makeup, and often make large purchases, buying 15-20 items in various colors, as they don’t plan to return.
Vineeta’s team fostered a strong connection with Suraj and his father, going beyond mere business transactions. They shared tea and learned basic Arabic phrases, including makeup-related terms. This gesture of goodwill allowed Megha, a staff member, to communicate with Arab customers in basic Arabic and even suggest they try Indian fruits. Vineeta’s experience reinforced her belief that India is a land of entrepreneurs, where even those outside the formal business system can make a significant impact.
The heartwarming story of Suraj, his father, and Vineeta’s team resonated with many on LinkedIn, highlighting the power of human connection. Comments praised the story’s message of inclusivity and the magic of Indian retail, emphasizing the natural networks, street-smart entrepreneurship, and the importance of human connection.
Vineeta’s own experience as a co-founder with her husband, Kaushik Mukherjee, reveals the challenges of working closely with loved ones. She acknowledged that disagreements at work sometimes carried over into their personal lives, a common struggle for co-founders, regardless of their relationship.
