Copyright © 2026 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{189573,
        author = {Miss. Vishakha Patel and Dr. Rajesh Kumar Pandey},
        title = {EVOLVING INDIAN MARKET TOWARDS BEAUTY PRODUCTS WITH SPECIAL REFERENCE TO NYKKA’S OFFERINGS: A CASE STUDY},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {7},
        pages = {6200-6204},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=189573},
        abstract = {The Indian cosmetic industry is exploring its wings through improvised offerings and catering augmented demands of consumers. Cosmetics Industry is an industry that is involved in manufacturing and distributing beauty and personal care products. The Indian cosmetic industry is mainly categorized into skin care, hair care, oral care, fragrances, and colour cosmetics segments. Nykka is one such organisation in the Indian Cosmetics industry with its wings expanding in the international market. Nykka was established in 2012 by Falguni Nayar, and in 2015, it expanded from an online-only model to an omnichannel model, beginning to sell products beyond beauty. Nykaa has been able to maintain consistent growth because of its unrelenting concentration on the requirements of its customers and its close working relationships with other companies, which are helping it to face the challenges. This case highlights the journey of Nykka, its offering and discussed around the dilemma associated with Nykka & overall cosmetic Industry.},
        keywords = {Nykka, Indian Market, Beauty Products, Dilemma in Cosmetic Industry.},
        month = {December},
        }