Abstract
The Indian ethical beauty and organic personal care market has witnessed rapid growth in recent years, driven by increasing consumer awareness about sustainability, ingredient transparency, and responsible sourcing. Among the many emerging brands, Deyga Organics and Vilvah have established themselves as prominent players in the natural skincare segment. While both brands promote eco-friendly values, their sustainability approaches, business strategies, and market positioning differ significantly.
This study comparatively analyses the sustainability practices of Deyga and Vilvah using SWOT analysis, PESTEL framework, and Porter’s Five Forces model. Primary data was collected through a structured questionnaire to understand consumer perception regarding sustainable beauty brands. The study identifies key strategic differences, competitive advantages, consumer priorities, and growth opportunities within the Indian ethical beauty market. The findings highlight that sustainability is not just an ethical choice but a strategic tool for differentiation and long-term competitive advantage.
Keywords: Sustainable Beauty, Ethical Branding, Deyga, Vilvah, Consumer Perception, Competitive Strategy