Nykaa GTM Research: Basket Strategy Recommendation at Takshashila
Researched Nykaa's go-to-market strategy across store formats and segments, recommending a basket-selling approach to improve average order value.
Priyansha Sharma
Associate at JPMorgan Chase & Co.
From their time as
Live Project
Takshashila Consulting • 2022 - 2022
Overview
Priyansha joined this live consulting project at IIM Shillong as part of a team tasked with evaluating and enhancing Nykaa's go-to-market strategy. Her contribution was the research layer: understanding what Nykaa was doing in market and where the gaps were.
The Story
Priyansha joined this live consulting project at IIM Shillong as part of a team tasked with evaluating and enhancing Nykaa's go-to-market strategy. Her contribution was the research layer: understanding what Nykaa was doing in market and where the gaps were.
She mapped Nykaa's presence across its store formats and brand segments, covering the full range from kiosk placements to standalone stores and from mass-market to luxury positioning.
Her primary research surfaced a specific customer pain point: Nykaa's product range was so broad that customers struggled to make decisions. Rather than converting, they were leaving without purchasing because the choice set was overwhelming.
From this finding, she developed a recommendation: shift from single-product selling to basket selling, bundling complementary grooming products together. The logic was that a basket approach would reduce customer acquisition cost, optimize delivery economics, and increase average order value by anchoring the purchase around a complete grooming set rather than a single item.