A Bold Brand
In the beauty industry tall claims are common, where manufacturers often promise magical transformations from using a beauty product. The Deconstruct is different, because the brand substantiates its claims with evidence.
The Deconstruct Founder and CEO Malini Adapureddy says, “We are not into triggering customers' emotional impulses, instead we believe in winning their trust and so our skincare range is born to exhibit a simple and innovative beauty formula backed by science.”
Expansion
Expanding on the company’s growth strategy Adapureddy emphasises that as an organisation The Deconstruct was committed to remaining sharp and agile in adapting and refining its value proposition.
The Deconstruct is at present in the process of expansion. The company's monthly recurring revenue (MRR) stands at Rs 3 crore, with a month-on-month increase of 25 per cent to 30 per cent, according to its CEO. Adapureddy stresses that the happy financial performance places the company in a responsive market dynamic, enabling it to ensure “consistent delivery of meaningful value” to its customers.
The Success Mantra
Sharing her formula for a successful business, Adapureddy says that for any entrepreneur, it is important to believe in the concept of execution rather than just relying solely on ideas. One needs to take decisive action and not simply plan without taking any concrete steps, she says.
The 35-year-old businesswoman urges aspiring business enterprisers to unlock the significant key to success. She says “Execution is the Key” that separates an idea from a startup, a thinker from a leader and an aspiring business person from a company founder. The formula, she points out, did not only apply to business owners but was also applicable to employees aiming for big achievements. By implementing ideas into action, a good employee could be transformed into an indispensable member of the workforce, emphasises Adapureddy.
The Deconstruct’s USP
The Deconstruct is significantly breaking down the conventions set by the big beauty and skincare brands. When businesses are offering the illusion of ‘organic and natural’ care, The Deconstruct has chosen to be candid about the fact that it was using chemicals in its beauty products.
Adapureddy claims that chemicals were without a doubt, good for skincare. Flaunting this transparency, the skincare brand not only discloses the ‘science and research’ behind the ingredients used in its products, but also mentions the proportions used on its packs.
The company underscores the fact that its unique selling proposition (USP) was its transparency. The Deconstruct positions itself as an honest and straightforward brand, with formulations centred around ‘actives’ which means delivering actual skin results. The Deconstruct provides comprehensive details about its products, both the pros and the cons, enabling customers to make choices based on their skin type and condition.
