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Nykaa's Strategy for Engaging Generation Z: Driving Growth Through Innovation, Omnichannel, Influencer Marketing, and Customer Focus
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Author(s): A. B. Mishra (International Institute of Management Studies, Pune, India)and Prashant Kumar Darshi (International Institute of Management Studies, Pune, India)
Copyright: 2025
Pages: 16
Source title:
Organizational Risks, Challenges, and Barriers in Developing Sustainability Start-Ups
Source Author(s)/Editor(s): Kyla Latrice Tennin (College of Doctoral Studies, University of Phoenix, USA)and A. B. Mishra (International Institute of Management Studies, Pune, India)
DOI: 10.4018/978-1-6684-9872-9.ch009
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Abstract
Nykaa has successfully established itself as leading beauty and lifestyle retailer by adopting innovative strategies tailored to Generation Z by its digital nativity and demand for authenticity. The company's hybrid inventory model ensures a wide selection of authentic and trending products while leveraging data analytics for personalized experiences. Nykaa's omnichannel strategy integrates seamless online and offline shopping, offering accessibility and convenience. Through influencer marketing, the brand engages Gen Z with relatable, authentic campaigns and a strong social media presence. Additionally, its customer-centric approach, including community engagement and a focus on sustainability, aligns with Gen Z's values and preferences. This combination of innovation, technology, and customer focus has driven Nykaa's growth and solidified its appeal among young, discerning consumers. This case study examines how Nykaa increased customer satisfaction, enhanced operational efficiency, and saw notable growth by utilising a unique combination of inventory models.
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