Mumbai: RSH Global Pvt. Ltd. was established in 1988 in Kolkata, materialising the single, strong vision of its makers - “To be recognised as one of the leading personal care companies that will deliver the best of consumer hygiene and personal grooming for both for men & women globally." The organisation strives to provide a complete personal care product range under its brands, Joy, X-Men and Karis, which offer innovative, quality personal care products at affordable prices. RSH provides the best quality product to the customers, depending on consistent quality improvement at every step of product development through international tools like Consumer Safety, 4P, 5S, HACCP, TPM, etc.

Poulomi Roy is an experienced professional with 16+ years of experience in marketing and communication, advertising, strategic planning, and key account management. As a Chief Marketing Officer at RSH Global, the sixth-largest skincare company in India, she has been instrumental in changing the audience perception towards beauty standard. She is currently responsible for drafting strategies for revenue generation and business growth, managing marketing operations and strategizing communication for the flagship brand Joy Personal Care.

Roy has been instrumental in revamping the strategy for the brand Joy and creating a unique brand identity by leading the company’s mission to empower women and drive holistic growth. To reiterate this, she has spearheaded various purpose-driven marketing campaigns, which have empowered Transgender, Sex Workers and Acid Attack Saviours, helping the brand become one of the largest Indian origin skincare brands.

In an email interaction Indiantelevision.com spoke to Poulomi Roy, CMO of RSH Global on the growth of the brand YoY, their association with WPL, recent campaigns highlighting acid victims and much more…..

On the brand growing stronger by the day, YoY growth in this cluttered market and the market share in this category

The industry is estimated to be growing at 10-12 per cent, our company is growing at around double that rate. We expect to grow at an approximate rate of 20-25 per cent annually to reach the target of Rs 1000 crores in the next three years.

On the recently launched a few campaigns, #JustEmpowerOne, highlighting the challenges faced by acid attack survivors and response from your consumers

Our campaign #JustEmpowerOne is a cause-based campaign that was ideated to empower acid attack survivors. #JustEmpowerOne has been a campaign that has been curated to demonstrate our belief in equality. Empowerment of acid attack survivors is our way of supporting and contributing to the cause of equality at large.

This cause-based campaign has empathy, not sympathy at its core. Our purpose is to not only financially support these women but also to inspire other organizations and individuals to join us in this cause. We believe that through collective action, we can make a significant impact and create an equal world for all.

We at Joy have hired Pampa Das an acid attack survivor as a working professional.

In addition to leveraging social media platforms MOJ & ShareChat, we launched a microsite with a support button for the campaign. Our thought was to donate rupee 1 for every 1 click of support to the NGO 'Atijeevan Foundation' who in turn will utilise this either for education or for setting up small businesses for women with acid attack survivors. We have handed over a cheque of Rs. 2 lakhs to the NGO.  

Our campaign on ShareChat & Moj reached 32Mn+ people with views & shares of more than 102.2 Mn & 181K+ respectively.

While the campaign may evolve, the underlying goal of empowering these survivors and adding them to the RSH team will remain unchanged. This is a cause that we strongly believe in and will continue to support year after year, in our unique way.

On sponsoring the WPL, and the strategy behind it

The strategy behind sponsoring WPL is to commit to empowering women and breaking the glass ceiling. We believe that by supporting and sponsoring women in sports, we can inspire more women to participate in sports and challenge societal norms that restrict their growth.

We understand the importance of creating a lasting impact on the world and driving forward the gender-neutral movement, and this partnership is one of the ways we can contribute towards that. We are honoured to be a part of this journey of women in sports and are committed to empowering them in their pursuit of excellence.

On the strategy behind selecting Delhi Capitals and the advantages of this association in terms of market reach for Joy in the northern region

The northern region has been our key market for Joy since its inception. We expect to leverage our association with Delhi Capitals to strengthen our presence in the northern market & engage new customers. We have designed social media content featuring players of the Delhi Capitals. Our goal was to communicate brand messages to our target audience.

On women fighting for equity and not equality

The distinction between equality and equity is an important one. While equality implies that everyone is given the same opportunities, equity goes further by recognizing that some individuals may require additional support to overcome systemic disadvantages.

In the case of women, equity acknowledges that they have historically faced unequal opportunities and discrimination. Therefore, to truly level the playing field, women need not only equal opportunities but also targeted support and resources to overcome the effects of systemic oppression. We must support and uplift women in their fight for equity so that they can access the same opportunities and achieve their full potential.

On few women in the C Suite and empowering women in the organisation

Firstly over the years, the first thing I did was to ensure I work a lot on myself now for better understanding and look at life with more empathy. Now when I stand at this juncture of time when I do have the ability to impact or influence a handful of individuals I feel I should rightfully do it. At RSH it so happens that the senior leadership have similar core values. All I had to do is be the catalyst to some key subjects like that of parity and inclusivity and the outcome of the same is here for the world to see.

I lead a team which is 90% female as an organization we took on challenges like the recruitment of acid attack survivors which has a lot to do with the work we give her, her health conditions, ensuring safety and health hazards etc. What I have been able to do at RSH is embed this culture that equality, inclusivity, parity etc. is not an option, is the need of the hour.

On Disha Patani as the latest brand ambassador for Joy Personal Care (for the Sunscreen category), and the strategy behind signing her on

Disha Patani is a versatile and dynamic actress, with her unmatched energy and enthusiasm, we believe she will be the perfect partner to bring our range of Sunscreen to life and create an engaging campaign that resonates with our customers. As a brand committed to providing quality skincare products at affordable pricing, we are confident that Disha's association with our innovative range of Sunscreen products will elevate the brand's positioning in the market and help us reach a wider audience. We look forward to this partnership and are excited about the possibilities it presents.

On digital being the go to platform and the current media activity heading towards digital

Yes, in today's digital age, we recognize the importance of having a strong digital presence. While traditional media plays a role as effective, we have increased our focus on digital media as it allows us to reach a wider audience and engage with them effectively.

We have been investing in various digital marketing initiatives such as social media marketing, influencer marketing, and targeted advertising to reach our target audience where they spend a majority of their time - online. Additionally, we have been creating engaging content to enhance our brand's online visibility and to provide value to our customers through informative and entertaining content.

On the way forward

In the year 2023, our company aims to elevate our commitment towards sustainability, innovation, and digitalization.

The Brundtland Report from the World Commission on Environment and Development, 1987, defines sustainable development as “development that meets the needs of the present generation without compromising the ability of future generations to meet their own needs.”  Based on this, the three main components of sustainable development are economic growth, environmental protection, and social equality. Therefore, social equality and environmental growth will be at the forefront of all marketing and business endeavours. Also as environmental concerns gain momentum among consumers, we are working on measures to be plastic-neutral in the next couple of years in our production processes and packaging.

Innovation is the key to staying relevant in the market and catering to evolving consumer preferences. To achieve this, we will channel our resources towards extensive research and development, collaborating with trusted suppliers and partners, and bringing new and innovative products that resonate with emerging trends.

We expect to strengthen our latest focus markets- West Bengal & Maharashtra. We would focus on entering new markets in India. We would also focus on growing online sales of our products. We also acknowledge the growing importance of e-commerce and will embrace digital platforms to optimize our supply chain management and distribution networks.