Kaytra : Interesting case of co-branding

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Brand: Kaytra
Company: AVA Group

Brand Analysis Count: #583

Kaytra is an interesting brand story. The brand is from the AVA Group which is the owner of the famed Ayurvedic brand Medimix. Kaytra is a brand jointly created by AVA Group and the celebrity hairstylist and makeup artist Ambika Pillai. 

This is an example of co-branding and if you observe the logo, you can see the name of Ambika Pillai along with the Kaytra brand. It is not a unique case since Indian market has witnessed many such co-branding exercises. 
As a professional, Ambika Pillai commands a lot of respect in the market. Kaytra’s brand promise is that it is created using the expertise of Ambika Pillai. The brand is positioned as a premium product with the personal endorsement from the celebrity hairstylist. 

The brand is now testing the waters in the Kerala market and according to media reports, the brand will be launched in other markets soon. Having said that, I have not seen the products in any of the supermarkets so far. Probably the brand is very selective in the distribution.

The advantage of Kaytra is that AVA Group has expertise in FMCG market and through Medimix has sufficient distribution reach. The second factor is that Ambika Pillai is personally vouching for the brand which adds a lot of power to the authenticity of the brand. The source of the brand equity for Kaytra is Ambika Pillai and her reputation.
On the promotion side, the creator has been able to get the endorsement from many of her celebrity clients and the brand is generating content about personal care in social media. Ads featuring Ambika Pillai is also aired on various television channels.

According to the brand website, Kaytra is the Sutra of good skin and good hair. Interestingly there is no tagline for this brand.

For a product in the hair-care space, the survival of the product solely lies on the tangible performance. Hope that the brand will live up to the expectations set by the creator.