Bangalore,
India : “Yesterday, I was at the
factory. Today, I drink coffee with you, and then I have to run to a photo
shoot. At least, every day is a different story!” exclaimed Michael, Libertee’s
founder, between two sips of coffee. Being a founder is an eclectic job.
Selling body massagers might be the next level. “It has a lot to do with the
quality of the massagers we deliver. We must be hyper-vigilant!”.
Throughout the conversation, countless
notifications, orders and enquiries dropped in. “Of course, we have a team, but
it’s important to stay in the loop”, explains the founder.
The
global personal wellness market crossed $35.2 billion last year and is set to
grow exponentially, even double, by 2030.
In India, this market is booming, driven
by a heightened awareness of health and self-care. As consumers become more
discerning, safety standards have become a critical aspect, influencing
everyone’s purchasing decisions. This shift is particularly evident in the
intimate personal massager segment, where a brand like Libertee.in sets new
standards for excellence and is known for the trustworthiness of its products.
Market Change and Customer
Awareness
“A body massager, it’s silicone, plastic
and electronics”, summarises Libertee’s founder. “Most companies just import
final products from neighbouring countries, and they don’t know what they end
up selling.” It was probably a paying strategy, at least initially, when
consumers were not particularly aware of the industry.
But like everything that becomes popular,
brands rival to show their unique selling points. Michael adds, “Marketing
doesn’t do everything. The product, the experience, the packaging and what the
brand stands for: this is what makes a difference now. In India, body massagers
are not products you buy in a dark alley anymore”. To ensure customer
satisfaction, Libertee took a relatively uncommon approach: crafting everybody
massager in India.
"We know what we
sell."
“Most of the time, people are surprised.
But yes, body massagers can be crafted in India. We made it”, explains the
founder of Libertee. It’s not the direction that most companies choose. Across
the country, there is no designated manufacturer. At least until Libertee came
into the picture: “We created a structure. Our body massagers are assembled
here, packed here. We know what we sell”. And it seems to work: despite
hundreds of orders monthly, Libertee has a return rate close to zero. “It’s not
rocket science: we pack our products for every order. Under medical conditions,
we ensure everything works before shipping it”.
When other companies import, typically
from China, it is essentially to save on costs. With a research and development
cost close to zero, they can launch new products often. Still, it comes with a
downside: an increased dependency on imports and a lack of quality control,
usually resulting in many returns and, ultimately, a loss of customers' trust
in the brand.
“The market is evolving,” Michael
observes. “Consumers want better products, and we’re here to provide them.”
Interestingly, Libertee endorses a limited product range: “We curated a few
products. We craft them here. It’s not easy, but it’s worth it. Let’s be
honest: when it comes to personal body massagers, you need three things: great
standards, great reliability and a great experience. That includes the
packaging. Indian customers refer great products to each other: we get a huge
word-of-mouth factor. And we’re just getting started!”
Libertee,
personal wellness market,
Body massager,
personal wellness massager,