Strategic Fit:
Vietnam offers a great fit to the mission of the Sugandha Beauty to offer natural, ethical, and sustainable skincare. The cultural value of the country with regard to purity and wellness as a whole supports the Ayurvedic brand positioning.
Cultural Fit:
The adaptation is easier due to common values of community, mindfulness, and respect to nature. Combining with Hasaki.vn, Sugandha will be able to access genuine local knowledge and authority with the Vietnamese customers.
Operational Advantage:
The joint venture form is more effective in market entry- balancing local agility and control. The digital retail infrastructure provided by Hasaki enables it to scale fast whereas Sugandha has a well-established supply chain that guarantees quality and cost-effectiveness.
Sustainability and Social Impact:
The partnership helps to empower women by employment, sourcing responsibly, and environmentally friendly packaging programs, reinforcing the social license of the brand.
Long-Term Positioning:
By its transnational strategy, Sugandha can develop into a local contender into a well-known Asian beauty brand, the one which would combine Indian tradition and Southeast Asian culture echo without any dissonance.
