• Toshit Nagar

The internet has become a popular alternative to traditional storefronts for consumers and businesses alike. Having a website is important for retailers as it serves as a hub for all aspects of the business, including advertising, direct marketing, sales, customer service, and pr. Branding is the process of marketing a concept or image so that more and more people recognize it and associate it with a certain service or product. Consumer behavior research examines how consumers choose, acquire, and discard goods, services, experiences, and ideas to meet their wants and requirements. Relationship marketing seeks to rediscover the actual purpose of marketing by reaffirming the significance of the client or buyer. Brand awareness refers to the degree to which consumers are familiar with and appropriately link a given brand with a certain product. Marketing in the digital age entails getting one's wares in front of as many people as possible in a way that's efficient and inexpensive. Increasing the public's familiarity with a brand is crucial to making it successful in today's cutthroat marketplace. This report examines the results of Nykaa's corporate expansion plan, which focuses on two primary pillars: new products and new markets. Nykaa's product development has resulted in the introduction of additional shopping options, including apparel, home furnishings, and accessories. Private label cosmetics and health supplements are among the offerings from the company's new private label. Nykaa's sales climbed by 40% in the fiscal year 2020-21, hitting in 2,100 crores. The establishment of Nykaa's private label in 2015 has also been instrumental in the company's rapid expansion. Nykaa's development and improved financial performance may be attributed to the company's focus on expanding its operations. Data from different internet consumers was gathered through an electronic survey and both primary and secondary sources were used to compile information for this study. Indirect evidence was gathered from preexisting sources, such as published journals, studies, and government or company statistics.

"AN ANALYSIS OF NYKAA’S BUSINESS EXPANSION STRATEGY ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 5, page no.b56-b67, May-2023, Available :http://www.jetir.org/papers/JETIR2305107.pdf

"AN ANALYSIS OF NYKAA’S BUSINESS EXPANSION STRATEGY ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 5, page no. ppb56-b67, May-2023, Available at : http://www.jetir.org/papers/JETIR2305107.pdf