AnupamaMalhotra, Vért, Founder-India


Anupama Malhotra

Vért (French for ‘green’) was started in 2011 by Anupama Malhotra, who came up with the idea of creating pure, natural body care products after a hunt for suitable cosmetics for her own sensitive skin yielded no result. Today the brand has a growing domestic & international conscious-choice oriented clientele. What makes Vert different is the fact that all the products are manufactured in smoke-free environment and are 100 per cent vegetarian with no animal fat, and they are not tested on animals either. Vert uses the finest oils and herbs sourced from all over the world that also have a long lasting fragrance. Add to it the packaging which is at all times kept simple, minimal and recyclable to avoid clogging up dustbins and the environment at large. We at Vért are manufacturers, retailers & wholesalers of Fresh & Handmade natural soaps, toiletries, and bath & body products. Our natural bath & body care products are carefully made by hand, using time honoured methods. They are individually hand cut, hand poured & hand wrapped, ensuring our natural products are of high quality through all stages of the manufacturing process. We also have pretty gift boxes for corporate and personal gifting, of course organic!

A brief on Anupama

Anupama Malhotra earned her Honours in Economics and an MBA from Delhi University after which she went on to work in the FMCG sector for more than a decade. She worked with VLCC personal care, Twinings India and SC Johnson which gave her the exposure to manufacture and market FMCG products. Anupama personally had over-sensitive skin, and always felt a void in the personal care segment. She has done the entire research and development before starting the venture and is also formally trained in Europe. “I was always on the hunt for natural, fresh and safe products but somehow I never had a satisfactory option,” says Anupama. And hence the ides of Vert came about. The company was formed in 2011 and the brand launched in June 2013.

 What are the product lines available under your brand?
Apart from the scrubs and soaps we also offer hair colour, shampoo, conditioner, hair mask, lip balm, vegan makeup, body souffle, foot care, face mask, and under eye cream among others.

What is your brand activation mode and your marketing strategy?
Word of Mouth has helped a lot. Apart from this, we participate in trade fairs and regular Melas. We have a very simple strategy; we give our customers excellent quality products which translate into value for money for them.

Is there any idea of reaching out to Skin clinics and spas/salons or retailing through them?
Yes, we would love to do that.Currently we are available in few boutique, hotels spas and salons.

What is your retail operations conduct?
We have a retail flagship showroom in J-15, Qutub Plaza, DLF Phase 1 Gurgaon, Haryana and available online at

How do you plan your expansion through beauty expos and retail events?
We would love to be associated with well known retail events and expos.

What is your target audience of customers?
Our target audience is anybody from 16-60 years, also we soon plan to come out with a range for children.

Your future plan for 2015
We are planning to open more flagship stores by 2015.


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