In the ever-evolving beauty industry, Nish Hair has emerged as a leading name in premium hair care solutions. Nish Hair is a brand that brings high-quality hair extensions to both women and men, offering not just extensions, but also a variety of hair tools, accessories, and even a collection of evil eye jewelry.
The Beginning
The story behind Nish Hair is deeply personal, born from a moment of frustration experienced by Parul Gulati, an actor and entrepreneur. In 2016, Parul was preparing for a shoot that required a wig, but when she tried to get reimbursement for it, she was turned away because of her short hair. This setback was the spark that led her to a realization – there was a significant gap in the market for premium, accessible hair extensions that could cater to both the fashion world and everyday people. In 2017, Parul launched Nish Hair, driven by the desire to help others feel confident and beautiful, no matter their hair type or length.
Gulati began by crafting hair extensions in her living room with her mother’s help. Despite slow initial sales, she persisted, using social media to build a customer base and eventually gaining traction.
Hair Extension Industry in India
The hair extension industry in India is thriving, driven by both domestic demand and international exports. India is the world’s largest exporter of human hair, with major production centers in Chennai, Tirupati, and Jaipur. The Indian hair wigs and extensions market was valued at USD 219.1 million in 2021 and is projected to reach USD 478.9 million by 2030, growing at a CAGR of 9.1%.
The demand for hair extensions has increased due to the growing trend of hair styling and fashion.
According to Vinit Desai is the CEO of Alchemane Hair Extensions, the reason behind the popularity of Indian hair is purely because of hair’s texture and structure.
He says, “People are now more open towards things like these, initially it was only the Bollywood celebrities and the glamour world who were into hair extensions. The second reason is because of the social media exposure. Third reason is purely because, after the Covid vaccination, a lot of women have started losing hair, and that has become very, very common. Hence, they use toppers and permanent extensions for natural-looking volume and coverage.”
Nish Hair offers a Wide Variety
Nish Hair offers a wide variety of hair extensions and accessories, catering to diverse needs and preferences. Here are some of the key offerings:
- Hair Types and Styles: Nish Hair provides a range of hair types, including silky smooth straight hair and bouncy voluminous curls, ensuring there’s something for all hair types.
- Products: They offer everything from single strands to full-volume wigs, along with accessories. This includes clip-in hair toppers, which were the first DIY option available in India.
- Customization Options: Customers can add volume, length, texture, or even a temporary fringe without damaging their natural hair. Colored strands and fringes are also available for styling versatility.
- Special Collections: Nish Hair has specific collections like the “Shaadi Collection” for brides and bridesmaids, showcasing their ability to cater to special occasions.
- Quality and Material: All extensions are made from 100% human hair, hand-selected and stitched to perfection, ensuring premium quality and durability.
Nish Hair’s Strategies
- Engaging Content Creation: She consistently posted engaging video content on platforms like Instagram, showcasing Nish Hair’s products and educating viewers on how to use them. She used Content Creation as a way to connect with the audience. The reels on her account feature education related to hair extensions, USPs of her brand, and the consumer will get when they buy Nish Hair. This authentic content-driven approach helped build a loyal customer base organically without relying on expensive advertising campaigns.
- Influencer Marketing: Parul leveraged her own popularity on social media to promote Nish Hair. Her posts about the brand’s products attracted attention and increased brand awareness, helping Nish Hair reach a wider audience. Celebrities like Triptii Dimri, Komal Pande, Barkha Singh and Priyanka Chopra are seen wearing Nish Hair.
- Customer Interaction: Social media was used to gather feedback and insights from customers, which helped in adapting the product offerings to meet changing demands. This customer-centric approach allowed Nish Hair to expand its product line and remain relevant in the market.
- Digital Presence During Lockdown: During the COVID-19 lockdown, when the film industry was halted, Parul used social media to establish herself as an influencer and effectively promote Nish Hair. This resulted in significant sales growth, with monthly sales reaching millions of rupees.
Nish Hair on Shart Tank India
During the finale episode of ‘Shark tank India 2’, Parul pitched her brand on the show and got an investment of Rs 1 crore for 2 percent equity in `Nish Hair` from Amit Jain, CEO and co-founder of CarDekho Group.
Pitcher Parul shared details about her hair extension brand and said that it caters to the diverse needs of women who suffer from hair problems, such as hair loss, damaged hair, hair thinning, and restricted growth, or who love to experiment with their hairstyles.
“Being on Shark Tank has been one of my life’s top three moments. I always dreamed of pitching my ideas to the sharks and when the opportunity came, I jumped at it. I followed my gut and went with Amit Jain’s offer, which was the most appealing and I have immense respect for him. With the funds and learnings from the show, I aim to make Nish Hair more accessible, expand our product line to cater to men, and reach our goal of normalizing hair loss globally.”
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