Rang Dé is an Indian colour cosmetics brand by Netsurf that offers herbal, eco-friendly products to suit every Indian skin-tone and skin-type. Justifying their tagline — Exotically Indian — all products are designed keeping in mind Indian weather conditions, which makes it apt for Indian consumers. Sujit Jain, founder, chairman and managing director, Netsurf Communications Pvt Ltd, shares that all the ingredients for the products are sourced from across the length and breadth of India, and manufactured at Baddi, Himachal Pradesh. We speak to Jain to find out more:
Tell us about the details about the collaboration with tribal artists from across India for the packaging of the products, and what efforts are you making to end period poverty for them?
Rang Dé’s product packaging is beautified with Madhubani Art from the Mithila region in Bihar, Bhil art from the Jhabua district of Madhya Pradesh, Tikuli Art from Patna in Bihar and Warli art from Palghar, in Maharashtra. These paintings are done by tribal artists from the native regions. We provide a broader platform for these artists to showcase their art while it also serves as a medium of income for them. As gratitude, Netsurf has included a note in the packaging which gives the artists due credit.
In India, about 43 per cent of women suffer from period poverty as they do not have access to sanitary essentials. In this new age of beauty, for every Rang Dé product sold, Netsurf donates one pack of sanitary napkins to the deprived tribal women in need. In Feb 2019, Netsurf organised its first sanitary napkin distribution drive in the Haridpada area of Jawhar Taluka in Palghar District, Maharashtra. Team Netsurf associated with local NGOs to reach out to the needy women of the Warli tribe and donated around 1000 packets of sanitary napkins and conducted sessions on importance of menstrual hygiene and the usage of sanitary napkins. Further, in March 2019, Netsurf undertook its next sanitary napkin distribution drive in Andhratharhi block of Madhubani District for over 1000 women from the Madhubani tribe.
Why do you call this a women-centric brand?
In the Indian context of direct selling, over 58 per cent of the direct sellers are predominantly women. At Netsurf, we pride ourselves with our 4,52,000 Asmita (women) direct sellers who stand testimony to the fact that we encourage and provide multiple opportunities to women to join our business.
Rang Dé - Exotically Indian, is a premium range of herbal colour cosmetics made by women, for women. The brand has been artistically crafted to form an integral part of every woman’s daily regime for looking and feeling good, and not just meant for special occasions. Even the tribal art paintings on the packaging revolve around women, shringaar and nature impeccably engaged with each other.
What encouraged you to come up with a product line such as Rang Dé?
According to the Euro Monitor International Report, May 2018, the colour cosmetics industry in India is an INR 68.8 billion industry registering a current value growth of 17 per cent. Over the forecast period, colour cosmetics are expected to reach INR 121.8 billion in 2022.
The interesting part is that most of the colour cosmetics circulating in the Indian market contain harmful chemicals and are unsafe to use. While there is awareness about natural and herbal colour cosmetics, there is very little available. In order to bridge this gap of demand and supply, team Netsurf has artistically crafted Rang Dé, a herbal makeup products range, free from those skin irritants, skin penetrators, endocrine disrupters and carcinogenic synthetic ingredients.
At a time when most brands are coming up with various shades for various skin tones to make sure there’s something for every skin tone, you have come up with a one-for-all palette — why so?
According to Netsurf’s product philosophy, we believe in creating and offering quality products at affordable cost. Hence, the company offers maximum solutions at affordable costs and with minimum number of variants of the products. In this new age of DIY beauty, the brand celebrates individual creativity with its unique ability to mix and match lip colour shades and arrive at your own bespoke colour shade. We offer two concealer palettes covering all Indian skin tones in the light to medium skin tone range, and from medium to dark skin tone range, which are crafted with anti-clog and non-comedogenic features to allow your skin to breathe naturally.
Tell us about some products that are made with indigenous ingredients (such as desi ghee, etc)?
The Lip Colour Palette is enriched with olive oil, argan oil, peppermint oil and desi ghee,and is known best for its nourishing, anti-darkening, lip lightening and lip plumping features. With Rang De Lip Colour Palette, you can experience and enjoy the shade mixing play with non-toxic lip colours and invent a new unique shade, every day! The Concealer Palette is enriched with tea tree oil and known best for its moisturising, anti-clog and non-comedogenic features. Kajal Pencil is enriched with almond oil, baobab oil and desi ghee, known best for its smudge proof, easy glide and paraben-free properties. With Kajal Pencil, you can even outline your lower and upper lash lines and highlight your eyebrows for the perfect eye-look.
What are your bestselling products?
Amongst the four products in the range, Rang Dé Lip Colour Palette is predominantly the bestseller. You can experience and enjoy the shade mixing play with non-toxic lip colours and invent a new unique shade everyday. We have testimonies of women with sensitive lip skin, loving the gentle colours of Rang De Lip Colour palette.
What are your future plans as a brand for 2020?
Currently, our R&D team is working on product line extension to add new products such as BB cream, mascara, translucent powder, make up remover, eye make-up and more shades in kajal.
