For E - Commerce Business

Introduction
• Nykaa is an online platform that allow users to shop for cosmetics, fragrances, skin
and hair care products for women and men.

• it's largest Omni- channel beauty destination.

• Nykaa has 33 physical stores/outlets categorized under two formats namely Nykaa on
trend and Nykaa Luxe.

• It has over 850+ curated brands and 35,000 products.

• Nykaa is headquartered in Mumbai, Maharashtra, Falguni Nayar is the Founder &

CEO of Nykaa.
 Value Chain
• The value system of Nykaa is big part of the market that includes both
distribution and the suppliers at upstream and downstream levels.

• Porter's value chain model is highly popular in the business world.

• The first step of value framework is to identify the importance of activities

according to their role in products/ services delivery process.

• So let see the primary and support activities value chain.

E- Commerce Supply Chain Flow
 Primary Activities Value Chain

Nykaa has 5 categories of primary value chain activities

that are :-

• Inbound Logistics
• Operations
• Outbound Logistics
• Sales and Marketing
• Services
• Inbound Logistics
• These logistics are associated with disseminating, storing and receiving product inputs.
• This includes warehousing, handling materials and architecture to maintain consumer
database for the company.

2. Operations
• Operation is the process of transforming raw materials into the finished products.
• It involve collected consumer data from nykaa's database to build company's new
strategies based on consumer buying behaviour.
3. Outbound Logistics

• It is about distribution of final products to the buyers and the

channel partners.
• They includes wholesalers, distribution channels, retailers etc.

4. Sales and Marketing

• This activity focuses on creating a sales medium where Nykaa's

potential customers can buy its products.
• Selecting channels, pricing strategies , ad campaigns,
promotional activities etc.
 5. Services
• Nykaa needs an activity that can keep track of post-sale
data information.

• And maintain it for further successful usage in terms of the

progress of its products.
Revenue Model of Nykaa
 Support Activities Value Chain
• Nykaa's support value chain activities are those that supports
its primary activities.

• There are four such as activities namely....

• Firm Infrastructure
• Human Resource Management
• Tech- development
• Procurement activity
Thank You