There is no doubt about the immense imbalance in Pakistan's beauty market when it comes to male grooming products.
When I came to Pakistan from the US, a catch-up meeting with a high school friend ended up in us deciding to launch Dari Mooch in an attempt to balance the scale in some way.
We started by researching for locally available oil blends and products but nothing really hit the mark. However, through test and trial, we were soon able to develop our own formula and then came the time to test it.
Since test markets play a huge part in establishing marketing strategy, we did our research and imported a small batch from abroad. It sold out like wildfire. That was the moment we decided to pursue this further and developed a viable business plan. The majority of male population in Pakistan sports a beard and we want to accommodate all of them. We went on to engage the power of social media by reaching out to bloggers and instagrammers from various niches. PR packages were sent out and the response was phenomenal.
The beauty of e-commerce lies in the fact that our outreach is unlimited. We have customers from some of the most under-developed areas of Pakistan. There were times when it felt like all the odds were against us, but persistence kept Dari Mooch afloat. Dari Mooch is a customer centric brand. It’s not just a business; it’s a movement against the negative stereotyping associated with beards all over the world. So here’s to well-groomed men; may we know them, may we be them, may we ‘groom’ them!”- Mujtaba Waseem founder Dari Mooch.