MINOR PROJECT REPORT

ON

“To study the rise of the vegan cosmetics industry in India”

SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE AWARD OF

THE DEGREE OF BACHELORS IN BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF:

Ms./ Mr./ Dr./ Prof. : Bhawna Deewan

Assistant Professor/ Associate Professor/ Professor, RDIAS

SUBMITTED BY:

Name of the Student: Prince Kumar Jha

Enrolment No: 02415901721

BBA Semester II

Batch 2021-24

RUKMINI DEVI INSTITUTE OF ADVANCED STUDIES

An ISO 9001:2015 Certified Institute

NAAC Accredited: A+ Grade (2nd Cycle), Category A+ Institution (by SFRC, Govt. of NCT Delhi)

(Approved by AICTE, HRD Ministry, Govt. of India)

Affiliated to Guru Gobind Singh Indraprastha University, Delhi

2A & 2B, Madhuban Chowk, Outer Ring Road, Phase-1, Delhi-110085

 TABLE OF CONTENTS

Student Declaration……………………………………………………………………………
Certificate from Faculty Guide……………………………………....…..................................
Acknowledgement.....................................................................................................................
Executive Summary…………………………………………………………………………...
List of Tables, if any ………………………………………………………………………….
List of Graphs, if any ………………………………………………………………………….
List of Abbreviations, if any……………………………………………………………………

Chapter1: Introduction
Chapter 2: Literature Review
Chapter 3: Research Methodology
Chapter 4: Data Analysis
Chapter 5: Conclusion

REFERENCES
ANNEXURES (if any)
 List of Tables

TITLE
S.NO
1. Table I: Word frequency Query Result
 LIST OF GRAPHS

TITLE
S.NO
1. Do you use cosmetics on regular basis

2. Are you aware of Vegan Cosmetics available in market

3. Do you think Vegan cosmetics save countless lives from test labs

4. Do you think Your body knows how to process natural ingredients better

5. Do you think Vegan beauty products contains more nutrients

6. Do you think environmental factors plays major role in our skin type

7. Would you recommend vegan cosmetics for person with Malt intolerance

8. The prices compared to non-vegan products are

9. Do you think there are only a handful of suppliers for vegan products at present

10. Do you wish to up-take the habit of vegan cosmetics in near future
 STUDENT’S DECLARATION

This is to certify that I have completed the Project titled “ To study the rise of the vegan cosmetics industry in India

-” under the guidance of “Bhawna Deewan” in the

partial fulfillment of the requirement for the award of the degree of

“Bachelors in Business Administration” from “Rukmini Devi Institute of

Advanced Studies, New Delhi.”

It is also certified that the project of mine is an original work and the same has

not been submitted earlier elsewhere.

Prince Kumar Jha

02415901721

BBA Semester II
CERTIFICATE FROM FACULTY GUIDE

This is to certify that the project titled “To study the rise of the vegan cosmetics industry in India” is an academic work done by
“Prince Kumar Jha” submitted in the partial fulfillment of the requirement for the award of the degree of “Bachelors in Business
Administration” from “Rukmini Devi Institute of Advanced Studies, New Delhi.” under my guidance and direction.

To the best of my knowledge and belief the data and information presented by him / her in

the project has not been submitted earlier elsewhere.

Ms. Bhawna Deewan

Assistant Professor

RDIAS
ACKNOWLEDGEMENT

I would like to express my sincere thanks and gratitude to my mentor ‘Ms. Bhawana Deewan’ for letting me work on this project. I
am very grateful to him for his support and guidance in completing this project.

I am thankful to my parents as well. I was able to successfully complete this project with the help of their guidance and support.
Finally, I want to thank all my dear friends as well .

At the end, I want to thank all the respondents who devoted their time and

gave valuable inputs that helped in completion of my project.

Prince Kumar Jha

02415901721

BBA Semester II
 ABSTRACT

This study proposes is to understand the impact of personal (health awareness and social
influence) and moral (environmental concerns and animal welfare) antecedents on attitudes towards veganism and their effects on
engagement with vegan products, along with their impact on purchase intention and word of mouth.
The study uses a structured questionnaire to gather data.
Results show that attitudes towards veganism do not only depend on personal causes, but rather on moral concerns. Motivations to
reduce animal consumption, protect nature, and respect animal life seem to be guided by ethical principles.
The purpose of this study is to understand & identify the cause behind the rise in vegan cosmetics products in India.
--------------------------------------------------------CHAPTER 1--------------------------------------------------------------------------
 STUDY regarding the fluctuation in the prices of petrol in India- CASE STUDY

1. INTRODUCTION:
1.1 ABOUT THE TITLE

The skin on your face, ears, neck, and chest is extremely sensitive to environmental changes and is the most common site
for skin cancer. These sections of skin also shed cells at a faster rate than other parts of the body, necessitating moisture to
repair itself, allowing younger skin cells to emerge. Cosmetics are used to enhance your appearance. Makeup has been
around for many centuries. The first known people who used cosmetics to enhance their beauty were the Egyptians. Now-a-
days makeup plays an important role for both men and women. That's right, even men have become more beauty conscious
and are concerned about their looks. Cosmetics can be produced in the organic and hypoallergenic form to meet the
demands of users. Makeup is used as a beauty aid to help build up the self esteem and confidence of an individual. The
importance of cosmetics has increased as many people want to stay young and attractive. Cosmetics are readily available
today in the form of creams, lipstick, perfumes, eye shadows, nail polishes, hair sprays etc.

The demand for Vegan cosmetics in India being due to—

Increasing awareness related to mistreatment of farmed animals and the widespread environmental degradation associated
with rearing animals for milk, meat and other products has led to the rise in demand for vegan alternatives.

Also, today’s modern woman is more aware about how cosmetic ingredients affect her skin, and they makes sure they reads
the label on the back of the product, and looks them up online for information on safety and ethics.

1.2NEED TO STUDY:

Veganism is a growing concept in the world that has caused a shift in our lifestyle, and for all good reasons. Today, there is
a growing sense of ethical responsibility amongst people in all. Aspects of their lives including their daily cosmetic
products. “REASON BECAUSE OF WHICH THEIR BEEN DEMAND OF VEGAN COSMETICS BE’’ Increasing
awareness related to mistreatment of farmed animals. Vegan Cosmetics Save Countless Lives(As non-veganism products
use animal fats). Because of changing environment it been seen cases of allergies due to chemical products and cosmetics
by products made of animal fats are harsh on skin. vegan beauty products is comparable to other products on the market.
---------------------------------------------------------------------------CHAPTER 2----------------------------------------------------------
 WORD CLOUD.

Figure 1 depicts a word cloud. This word cloud is significant because it reflects the important components as well as
the things affecting the rise in vegan cosmetics products in India. The larger the highlighted component, the greater
the frequency with which it is used in the cloud in previous researchers' research work

Figure 1.1

Table I: Word frequency Query Result

Word frequency query results represents the words used while preparing the project. The three most used words
were “VEGAN,ANIMAL,PRODUCTS”, which shows that the L.R taken are relevant.

Word Length Count Weighted Percentage (%)

vegan 5 31 2.76
animal 6 17 1.51
products 8 17 1.51
cosmetics 9 14 1.24
market 6 13 1.16
veganism 8 12 1.07
skin 4 11 0.98
free 4 10 0.89
consumers 9 9 0.80
ingredients 11 9 0.80
animals 7 8 0.71
beauty 6 8 0.71
cruelty 7 8 0.71
consumer 8 7 0.62
ethical 7 7 0.62
india 5 7 0.62
cosmetic 8 6 0.53
friendly 8 6 0.53
tested 6 6 0.53
towards 7 6 0.53
also 4 5 0.44
concept 7 5 0.44
definition 10 5 0.44
food 4 5 0.44
indian 6 5 0.44
natural 7 5 0.44
report 6 5 0.44
study 5 5 0.44
testing 7 5 0.44
based 5 4 0.36
consumption 11 4 0.36
demand 6 4 0.36
effect 6 4 0.36
hair 4 4 0.36
however 7 4 0.36
industry 8 4 0.36
new 3 4 0.36
purchase 8 4 0.36
research 8 4 0.36
shift 5 4 0.36
term 4 4 0.36
ban 3 3 0.27
body 4 3 0.27
brands 6 3 0.27
care 4 3 0.27
chemicals 9 3 0.27
choosing 8 3 0.27
cruel 5 3 0.27
environment 11 3 0.27
evolving 8 3 0.27
factors 7 3 0.27
harmful 7 3 0.27
helps 5 3 0.27
human 5 3 0.27
increasingly 12 3 0.27
intention 9 3 0.27
level 5 3 0.27
long 4 3 0.27
material 8 3 0.27
mica 4 3 0.27
provides 8 3 0.27
respect 7 3 0.27
respondents 11 3 0.27
riding 6 3 0.27
rise 4 3 0.27
safe 4 3 0.27
sales 5 3 0.27
sourcing 8 3 0.27
states 6 3 0.27
tea 3 3 0.27
trends 6 3 0.27
used 4 3 0.27
using 5 3 0.27
vitamin 7 3 0.27
work 4 3 0.27
yet 3 3 0.27
2019 4 2 0.18
accepted 8 2 0.18
according 9 2 0.18
acne 4 2 0.18
activities 10 2 0.18
affect 6 2 0.18
aloe 4 2 0.18
altruism 8 2 0.18
analysis 8 2 0.18
argue 5 2 0.18
asking 6 2 0.18
attitude 8 2 0.18
awareness 9 2 0.18
banned 6 2 0.18
becoming 8 2 0.18
beeswax 7 2 0.18
big 3 2 0.18
boost 5 2 0.18
business 8 2 0.18
carmine 7 2 0.18
cited 5 2 0.18
 companies 9 2 0.18
consumerism 11 2 0.18
contemporary 12 2 0.18

According to the results of this query, the top three words are research, appraisals and performance which actually sums up and
reinforces the central idea of the literature studied. The ‘auto-code’ function of NVivo 11 has been used to identify the emergent
themes in the studies. NVivo allows users to auto code based on theme or sentiment. For these automated insights into data,
software uses linguistic processes and a specialized sentiment dictionary to produce results. The following table summarises the
themes identified by Auto coding query of NVivo 11.

Table II: Themes identified by NVivo 1

Figure-2 shows the tree map of L.R and its crucial associated components. This is derived using Nvivo 12 quality research papers

Figure 3: Horizontal Dendrogram

---------------------------------------------CHAPTER3------------------------------------------------------------------------------------

LITERATURE REVIEW

1.If India’s economic growth story were a Bollywood movie, the Indian consumer would be the movie’s superstar. Even as
the Indian consumer’s love affair with mainstream consumerism roars on, there’s a small, but important sub-plot that’s
taking shape. That’s the story of the informed consumer, or the thoughtful consumer. From choosing environment-
friendly alternatives such as eco-friendly vehicles, organic, pesticide-free foods, water/ electricity-saving appliances and
using less packaging, to opting for cruelty-free cosmetics, there’s a growing body of consumers who are asking questions
and finding answers to the issues they have come to care about.The beauty market as well, is seeing early, but definite,
signs of consumers thinking hard and asking tough questions, before buying. And an evolving preference for vegan beauty
products is just one such example of changing consumption trends. The term ‘vegan’ essentially refers to a product that is
entirely plant-based, and free from animal ingredients or animal-derived ingredients such as beeswax, honey, albumen,
carmine, gelatine, keratin and lanolin. Also, the products should not have been tested on animals. At the core of veganism
lies thoughtfulness – towards other living beings with feelings, and towards the environment. Today, more than ever,
compassionate consumers are choosing products that have not used animals for ingredients or for testing. Although
vegetarianism is a widely accepted and practised way of life in India, veganism is relatively new. 2.Made from natural
components, vegan products have minimal effects on your skin. Invest in cruelty free products as they are not tested on
animals and are safe from harmful chemicals, say experts.Shikhee Agrawal, Head Trainer at The Body Shop, Ragini Mehra,
Founder at Beauty Source and Nina Lekhi, Chief design curator at Baggit, have listed reasons to opt for cruelty free
products:* Following a vegan beauty regime helps you gain a healthy skin. Vitamins B and Vitamin E regenerates the skin
cells making your skin appear more soft and radiant and also enhances the natural radiance of the dull skin.* Thick and
long hair is all conceivable with vegan products. Natural extracts such as green tea and banana in shampoo, hair scrubs
and conditioner helps in eradicating impurities and clearing the scalp, as a result in thicker, longer and stronger hair.*
Natural ingredients such as seaweed, tea tree oil, vitamin E, aloe vera, chamomile and vitamin C, adds energising abstract
to these vegan products. Camomile, aloe vera, seaweed and tea tree purifies the skin and gives a silky soft feel to the skin
and are popular for removing excess oil and impurities, thus helps in treating acne.* Safe from harmful chemicals, vegan
products are safe for skin and hair. Choosing only vegan products will save you from harmful chemicals and cruel
cosmetics and lowers the chances of skin problems such as rashes, allergies, eczemas, acne, skin inflammation and other
skin diseases.* Vegan beauty products are never tested on animals and therefore are 100 per cent cruelty free. The
animals used in experiments are not only kept in small cages and put through inhumane conditions, but they're also
subjected to tests that are cruel.* Vegan products are free from beeswax, collagen, gelatin, honey, carmine, cholesterol
and other animal derived ingredients.3. The country research report on India vegan cosmetics market is a customer
intelligence and competitive study of the India market. Moreover, the report provides deep insights into demand
forecasts, market trends, and, micro and macro indicators in the India market. Also, factors that are driving and
restraining the vegan cosmetics market are highlighted in the study. This is an in-depth business intelligence report based
on qualitative and quantitative parameters of the market. Additionally, this report provides readers with market insights
and detailed analysis of market segments to possible micro levels. The companies and dealers/distributors profiled in the
report include manufacturers & suppliers of vegan cosmetics market in India.4. Given the rising global concerns regarding
the production and consumption of cosmetics featuring syntheticingredients, consumers are increasingly embracing
plant-based substitutes, which in turn, is favoring marketexpansion. At a macro level, emerging raw material (vegan
ingredients) sourcing destinations worldwide significantly contribute to the product demand as consumers seek
innovative cosmetic products with considerable health benefits. In this respect, vegan-based cosmetic manufacturers are
likely to source ingredients from South Korea (yuzu citrus fruit), Australia (kakadu plum), and Indonesia & Malaysia
(rambutan) in the near future. Furthermore, evolving vegan lifestyles across countries are expected to boost the demand
for vegan cosmetics in the near term.5. Animal testing is becoming a major consumer concern worldwide, most notably in
North American and European countries. While animal tested cosmetics are banned in Europe, an increasing number of
U.S. states have been considering a ban on the-import and distribution of such cosmetics over the years. In this respect,
Illinois, Nevada, and California were among the U.S. states that implemented a ban on importing or selling animal-tested
cosmetics in 2020. Furthermore, various animal-rights groups, including the Humane Society and Cruelty-Free
International, strive to get more U.S. states to implement such bans. From a vegan cosmetics manufacturing standpoint,
ban on animal testing will positively affect the demand for cruelty-free products throughout the forecast period.6.
Veganism is the subject of an increasingly diverse body of social scientific research, yet it remains relatively understudied
in geography. Meanwhile, contemporary cultural commentaries note how veganism has gone mainstream, with critics
warning of veganism’s corporate nature – expressed in the rise of what we term ‘Big Veganism’. We argue that food
geographers are well placed to examine these trends. We first review vegan studies work beyond geography that
examines and critiques the mainstreaming of veganism. We focus on literature that explores multiple contested modes of
veganism, veganism as praxis in place and the rise of corporate veganism as useful foundations for geographers to build
on, particularly in light of currently unfolding developments in vegan cultures and practice. Taking this work forward, we
identify four conceptual traditions from research in food geographies – following foodways, alternative food networks and
the cultural and material politics of eating – to develop a ‘vegan food geographies’ programme that aims to advance
critical geographic work on veganism and the emerging implications of its contemporary mainstreaming.7. In 2014, India
banned the testing of cosmetic products on animals, becoming the first South-Asian country to do so. In 2016, the Indian
Mica industry came into the limelight for employing children as young as 5 years old, in mica mining industry. Several big
cosmetic giants like Estee Lauder, Unilever, Procter and Gamble were found sourcing mica from these mines. This gave
rise to a new label called ‘Ethical Makeup’. However, there are no laws yet that require ethical sourcing of ingredients,
making companies “cruel” towards their employees or the environment. Through this research, the level of awareness of
Indian Consumers about ‘cruelty-free’, ‘ethical’, ‘vegan’ cosmetics and their likeliness to shift towards newer, ‘ethical’
cosmetic brands was aimed to be established. After studying 309 respondents, it was found that 52.4% of the respondents
had no clue that the brands they currently used tested on animals and/or were unethical. This proved that an average
Indian Consumer has little to zero level of awareness about the dark secrets of the cosmetic industry. However, not
everything is disheartening as 67% of the respondents strongly believed they would shift towards ethical cosmetics while
12.6% were neutral about it.8. Ethical consumerism is no longer a niche market and consumers are increasingly aware of
the power they have when purchasing ethical and believe they can make a change. Most corporations have realized the
importance of being ethical and incorporate it into their business strategies. Therefore, it is important to study
consumers’ ethical purchasing patterns and which factors affect their intentions to purchase.Both factors, attitude and
environmental knowledge had a direct positive effect on consumers purchase intention towards cruelty-free cosmetics.
The study provides empirical support for an indirect effect of altruism on purchase intention since the analysis showed
that altruism had a direct effect on attitude. However, social media and financial constructs did not show any significant
support for its positive effect on purchase intention in the empirical findings in this study.9. At the outset of the crisis,
consumers focused on the essentials (in beauty and personal care and consumer products more broadly), with dampened
discretionary spending activity. Sustained operations at retailers deemed essential (mass market retailers, drugstores,
etc.) and a shift to online supported sales in the category, but did not compensate for the loss of in-store sales that were
4X or greater beauty E-commerce sales pre-pandemic. A shift to local brands, boost in masstige offerings and a
newlyredefined channel mix / retail landscape has happened – it remains to be seen how these shifts will play out over
the long run. Beauty routines are evolving and focusing more on self-care to provide a sense of normalcy during these
anxiety-ridden times.10. Veganism is still a new and continuously growing concept over recent decades. The concept of
veganism was invented in 1944 by Donald Watson, the founder of the Vegan Society in the United Kingdom to end the
exploitation of animals for human and by human. (‘History of The Vegan Society’, cited 01 Apr 2019) This concept does
not only tackle food consumption but also extends in all goods categories, testing on the animal, transportation,
entertainment or leisure activities such as horseback riding, animal circus, husky/reindeer riding, etc. Santa Claus and
Christmas time would not be vegan-friendly activities, under this term. Many traditional races with an animal contestant
could not be considered vegan-friendly either, according to the definition of vegan. However, not all vegans are agreed on
this definition. Many vegans argue that if they respect the animal and do not stress nor physical abuse, such as not using
metal shoes for horse or using vegan saddles and bridles for them, then the idea of living in harmony with the animal
should be accepted (‘10 Reasons Not to Attend an Animal Circus’, n.d.; ‘How Does PETA Feel About Horseback Riding?’,
n.d.; Vegan Life, 2017). Hence, there is not yet an absolute definition of vegan as the concept is rather new, comparing to
the long history of human dominance over the natural world. And as the simplest definition of vegan, according to
Cambridge English dictionary, the 2 (‘vegan-friendly | Definition of vegan-friendly in English by Oxford Dictionaries’, cited
18 Mar 2019) 13 concept of “a person who does not eat or use any animal products, such as meat, fish, eggs, cheese, or
leather” is rather hard to be followed as, still, it is impossible to trace all the animal origin in our daily consumption, such
as crushed animal bones as a replacement material in concrete is construction industry (Bhat, Qasab, & Dar, 2012).
------------------------------------------------------------------------CHAPTER 4-------------------------------------------------------------

3 .Objectives:
1. To study the rise of the VEGAN Cosmetics industry in India
2. To identify the reasons behind the rise in vegan cosmetics products consumption in Indian market.
RESEARCH DESIGN:

Research design is the framework of research methods and techniques that the researcher
chooses to conduct the study. Design allows researchers to hone in on research methods
appropriate to the issue at hand and set their studies up for success.
Creating a research topic explains the type of research (experimental, exploratory research,
correlational, semi-experimental, survey) as well as its subtype (experimental design, research
problem, descriptive case study).

There are three main types of research proposals:

- Data Collection
- Measurement
- Analysis
The research design in my case was exploratory research design, which is also known as
Formulative Research Design.
Explanatory Research: Explanatory design uses the researcher's ideas and thoughts on a topic
to further explore their theories. Research explains unexplored aspects of a subject and details
the what, how and why of research questions.

3.2

DATA COLLECTION SOURCE:

Tools of data collection are very important as these help as guiding posts to the study and at the same
time eliminate wasteful expenditure of time and concurring in the study. Methodology adopted here
in process of project work consists of PRIMARY DATA through self-structured questionnaire.

SAMPLING METHOD:
 Sampling is a technique of selecting individual members or a
subset of a population to draw statistical inferences from them
and to estimate the characteristics of the entire population.
Various sampling methods are widely used by market research
researchers so that they do not need to survey the entire
population to gather useful insights.
It is also a time-efficient and cost-effective method and therefore
forms the basis of any research design. Sampling techniques can
be used in research survey software for optimal inference.

Types of sampling methods:

Simple Random Sampling: It is a reliable method of

obtaining information where each individual member
of the population is selected at random, by chance
alone.

Cluster Sampling: Clusters are identified and sampled based on

demographic parameters such as age, gender, location, etc. This
makes it very simple for the survey creator to draw effective
conclusions from the feedback.

Systematic Sampling: Researchers use the method of

systematic sampling to select sample members of a
population at regular intervals.

Stratified random sampling: Stratified random sampling is a

method in which the researcher divides the population into
smaller groups that do not overlap but represent the entire
population.
Sampling method plays an important role in any research design.
Respondents are from random sampling of employees in an
organization.

Convenience Sampling: Convenience Sampling also known as grab

sampling is a type of non- probability sampling that involves the
sample being drawn from that part of the population
that is close to hand.
3.3

POPULATION:

I will study about the sudden rise of vegan cosmetics in India.

SAMPLE SIZE:

We have sample size of 50-55 respondents.

3.4

TIME PERIOD OF STUDY:

3 months.
----------------------------------------------CHAPTER
4---------------------------------------------------
ANALYTICAL TOOL:

The collected data will be analyzed using Nvivo/Excel Inferential Statistics.

SECTION I

Frequency=51 Percentage (%)

Gender

Masculine 32 56.1

Feminine 19 33.3
6 10.5
Neuter

Age

Below – 18 18 17.5

18-30 32 56.1

30-45 10 17.5
Above - 45 5 8.8

Profession

Student 14 24.6

Part time 9 15.8

Fixed term 10 17.5

Casual Worker 12 21.1

Seasonal Worker 9 15.8

Ninja 1 1.8

Business 1 1.8

Labour 1 1.8
Dietary Instruction

Vegetarian 13 22.8

Non-Vegetarian 23 40.4

Eggetarian 12 21.1

Vegan 8 14

Option 5 1 1.4

Section II

Do you use cosmetics on regular basis?

 YES
 NO
 Maybe
 Figure 5.1

The report represents here the use of cosmetics on regular basis and we can see as a
graph illustrate the major of the population use the cosmetics on regular basis and a
few population of the respondents tend to not use the cosmetics on regular basis and
some of them or not sure they are in a maybe category

Are you aware of Vegan Cosmetics available in market?

 YES
 NO
 Maybe
 Figure 5.2

The given graph illustrates the respondents aware of vegan cosmetics available in
market and as we can see the number of respondents who are aware about the vegan
cosmetics available in market is more than double the people who aren’t aware of it as
we can clearly see that people in market are getting aware about vegan products on
offer.

Do you think Vegan cosmetics save countless lives from test labs?

 YES
 NO
 Maybe
 Figure 5.3

In 2014 govt. of India prohibited test on animals as their sampling. The given graph
illustrates the belief of people and their thinking in this motion.

Do you think Your body knows how to process natural ingredients better?
  Yes
 No
 Maybe

Figure 5.5

The population of 50.9% believe that chemicals free products made from natural
ingredients are reciprocated by their skin in better way.

Do you think Vegan beauty products contains more nutrients?

 YES
  NO
 MAYBE

Figure 5.6

While preparing this report I considered various factors why people be opting for the
vegan products over the non-vegan ones or why there is sudden rise in the vegan
cosmetics product market in India due to which I put on the question to our
respondents. Do they think vegan beauty products contain more nutrients and more
than 50% of respondents believe that these products doo.

Do you think vegan products be in upper choice towards sensitive skins?

 YES
  NO
 Maybe

Figure 5.7

The given graph illustrates respondents what they believe about the vegan cosmetics
products for the sensitive skin like do they are in upper hand or not and as you can see more
than 50% of answer have came in vegan side. Respondents believe that vegan product be
their upper choice if it comes to sensitive skin cause its made of natural ingredients.

Do you think environmental factors plays major role in our skin type?
  YES
 NO
 Maybe

Figure 5.8

It is vital to know that more than 50% of people believe that environmental factors
plays major role in our skin type, this can be boon for cosmetics company so that they
make their products suitable to specific type of environmental condition
Would you recommend vegan cosmetics for person with Malt intolerance?

 Yes
 No
 Maybe

Figure 5.9

When asked in a survey, if people would recommend vegan products to person with
malt intolerance only 47% respondents believe shows. Which clearly shows people still
aren’t aware of vegan products to that vey extend.
The prices compared to non-vegan products are?

 Costly
 Cheap
 Neutral

When asked majority of our respondents believe that vegan products are cheaper
compared to non vegan ones. Which shows lack of awareness. Extracting natural
goodness is expensive process rather than cloning it through chemicals.
Do you think there are only a handful of suppliers for vegan products at present?

 YES
 NO
 Maybe

The given graph illustrates the buyers concerned about what they believe about the
suppliers of the vegan products and it is clearly visible that there are very less number
of vegan product supplier in Indian market due to which there is no monopoly game
and rates of vegan products are quite high & its even hard to buy for customers.
Do you wish to up-take the habit of vegan cosmetics in near future?

 Yes
 NO
 Maybe

When asked through questionnaire that do they wish to take up the habit of vegan
cosmetics in near future 36.8% of the people have answered that they will 17.5% they
won’t and 45.6 are not sure so it clearly shows that Indian market is quit bifurcated
when it comes to option so which shows that there is great opportunity for the cosmetics
products company in Ind
----------------------------------------------CHAPTER 6-------------------------------------------------
CONCLUSION

Veganism is a growing trend with a lot of business potential for new ingredients. In preparing for the
vegan cosmetics market, the Arctic Berry Wax needs to prepare to fulfil the market requirements.
Due to the lack of understanding of the veganism consumer, this thesis work aims to discover the
motivators and barriers in daily life. The main subjects are young female (18 – 35 years old) vegan,
vegetarian and flexitarian consumer in India (n=8). The research method is combined semi-
structured interview, non-experimental observation, questionnaire and narrative background story
to provide a more comprehensive perspective about the consumer experience. The framework of
the Theory Planned Behaviour and Emotion has been applied to provide a deeper understanding of
veganism consumer behaviour and their intention to use vegan cosmetics. In general, a veganism
consumer still has a lot of barriers due to the lack of understanding of veganism in social interaction
and an official vegan standard in the consumer goods sector. The core of veganism is still mainly
applied in daily meal practice, where the family is a strong influence on subjects’ adolescence diet.
The social relationships have an important influence on subjects’ emotion and attitude toward their
perception of their diet and other diet groups. In reading the product label, the participants tend to
search for a vegan indicator and use their brand belief to give the conclusion of whether the product
is vegan suitable. Their ability to detect original animal ingredients is limited. Among the self-
proclaimed vegan indicators and a certificated vegan indicator, the certificated indicator proves the
strength of a familiarity indicator. The result shows the role of vegan indicator in the vegan product
label. Based on these findings, a marketer in cosmetics companies may apply this insight of vegan
consumers to enhance their shopping experience by consumer-centric label design, consider the
need to register their product with a reliable vegan certification organisation and proceed further
consumer research in the vegan market segment.
ANNEXURE
To study the rise of the VEGAN Cosmetics
industry in India
 

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 Section I

* Required

the rise of the VEGAN Cosmetics industry in

India
 

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* Required

Name*

Your answer

E-mail

Your answer

Gender*
Masculine
Feminine

Neuter

AGE*
Below - 18
18-30

30-45

Above - 45

Profession*
Student
Part-time

Fixed-term

Casual worker

Seasonal worker

Other:

Dietary Restrictions*
Vegetarian
Non-Vegetarian

Eggetarian

Vegan

Option 5

SECTION II

Do you use cosmetics on regular basis*

Yes
No

Maybe

Are you aware of Vegan Cosmetics available in market*

Yes
No
Maybe

Do you think Vegan cosmetics save countless lives from test labs?*
Yes
No

Maybe

Do you think Your body knows how to process natural ingredients better?*
Yes
No

Maybe

Do you think Vegan beauty products contains more nutrients?*

Yes
No

Maybe

Do you think vegan products be in upper choice towards sensitive skins?*

Yes
No

Maybe

Do you think environmental factors plays major role in our skin type?*
Yes
No

Maybe

Would you recommend vegan cosmetics for person with Malt intolerance?*
Yes
No

Maybe

The prices compared to non-vegan products are*

Costly
Cheap

Neutral

Do you think there are only a handful of suppliers for vegan products at present?*
Yes
No

Maybe

Do you wish to up-take the habit of vegan cosmetics in near future?

Yes
No

Maybe

----------------------------------------------CHAPTER 7-------------------------------------------------
References

1. Shankar Prasad(2017) The Rise Of The Vegan Cosmetic Industry In India.

2. IANS(21 JAN 2018) Reasons to use vegan, cruelty free product.

3. (March 2020) India Vegan Cosmetics Market: Prospects, Trends Analysis, Market Size
and Forecasts up to 2025
4. Dr Prateek Gupta Rising Popularity of Plant-based Products Paired with Emerging
Veganism Trend to FAVOUR THE MARKET EXPANSION
5. Implementation of Bans on Animal-tested Cosmetics is Triggering Consumer
Preferences for Vegan Products
6. January 2022 Vegan food geographies and the rise of Big veganism
7. Sakshi Yadav(11 November 2020) Cruelty In Cruelty-Free Cosmetics: Is An Indian

Consumer Contributing Towards Cruel, Unethical Cosmetic companies

8. Dr. Rambhagat(2018) Factors Driving Purchase Intention for Cruelty-free Cosmetics

9. July 2020 IMPACT OF COVID-19 ON BEAUTY & WELLNESS

10. VEGAN TREND IN CONSUMER BUYING BEHAVIOUR