Board of Advisors
Darshan Patel is the Founder & Chairman of Vini Cosmetics, one of the fastest growing personal care companies in India. Formerly, the Managing Director at Paras Pharmaceuticals, he was instrumental in conceptualizing and launching successful household brands like Moov, Krack, Itchguard, DermiCool, Ring Guard, D’Cold, Livon, SetWet and many more. He exited Paras in 2006-07 and the company was eventually acquired by Reckitt Benckiser for USD 726mn.
Every brand launched by Darshan Patel has had a far-reaching effect on the market due to the deep foundations laid for its launch - be it product formulation, study of consumer behaviour, packaging, communication or distribution. Other aspects where Darshan Patel has sought innovation and has adopted innovative practices are - brand naming (names that are simple, memorable and convey the product's core benefit), packaging (eye-catching, visible, distinctive, novel and having a personality), distribution (saturating chemist outlets and then branching out into other outlet types) and inventory management. The special emphasis however, has been on branding and marketing. He believes in brands and brand power. In his opinion, a strong brand is the best asset that can be owned by a company. He believes that strong, conceptually sound marketing enhances brand planning and creation. Therefore, Darshanbhai's marketing approach is strongly laid on the foundations of brand management.
Heavy emphasis on focussed consumer research has been the winning key for his brands. Another important issue that he keeps in mind while planning on brands is that the brand must be endowed with such a strong identity that it's aura should be able to create strong consumer pull. Therefore, he places enormous value on brand planning and management.
At Vini Cosmetics, he continues to launch innovative brands like FOGG Body Spray, FOGG Scent and Glam Up. FOGG in the deodorant segment has created history by becoming the market leader in a short span of 3 years.