With nearly two decades of experience in the dermatology and cosmeceutical industry, Mr. Ajay Kakar, Founder and CEO of the Salve Group of Companies, has emerged as a driving force behind some of India’s most trusted skincare and wellness brands. Under his leadership, the company has launched over 200 products spanning dermatology, personal care, haircare, essential oils, and wellness solutions. Through innovative platforms like Shoprythm, he has helped bridge the gap between science-backed skincare and consumer accessibility.
In this exclusive interview, Mr. Kakar shares insights into his entrepreneurial journey, the evolution of the Indian skincare market, product innovation strategies, leadership principles inspired by Ratan Tata, and his vision for building globally respected Indian wellness brands. He also discusses the opportunities and challenges shaping the future of the rapidly growing derma and cosmeceutical industry.
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What inspired you to enter the dermatology and cosmeceutical industry?
My journey into the dermatology and cosmeceutical industry was inspired by a simple but powerful observation — people were becoming increasingly conscious about their skin, hair, and personal wellness, but there was still a significant gap between effective dermatological solutions and affordable accessibility. In India, especially during the early 2000s, quality skincare products were either extremely premium or not backed by enough scientific credibility.
I believed there was an opportunity to create products that combined science, innovation, and affordability. That vision eventually became the foundation of the Salve Group of Companies. Over the years, we have built multiple brands catering to skincare, haircare, wellness, essential oils, raw materials, and dermatology-focused products.
Our platform, Shoprythm, was also born from this larger vision of becoming a one-stop destination for skincare and wellness solutions. Today, the company offers essential oils, cosmetic raw materials, packaging solutions, dermatology products, and personal care brands across India and international markets. (shoprythm.com)
What continues to inspire me is the impact our products can create in people’s lives. When a customer gains confidence because a skincare solution genuinely worked for them, that becomes the real motivation behind innovation.
What was the first breakthrough product for the Salve Group of Companies?
One of our earliest breakthroughs came from identifying niche dermatology concerns that were not being addressed effectively in the mass market. Products related to dry skin care, anti-aging, sun protection, and haircare helped us establish trust among consumers.
Over time, brands such as Parasoft, Firmer, Hairvital, and Sunprotek gained strong consumer acceptance because they focused on practical skin and hair concerns while maintaining quality standards. Shoprythm’s expansion into essential oils and cosmetic ingredients also became a major growth driver because consumers increasingly started moving toward natural and ingredient-focused skincare.
The success of these products was not only about formulation but also about understanding changing consumer behaviour. Today’s customers are informed, ingredient-aware, and result-oriented. We were fortunate to identify this transition early.
How do you identify market gaps before launching a new skincare product?
For us, product development begins with listening. We closely monitor consumer feedback, dermatologist insights, digital search trends, marketplace reviews, and emerging global skincare movements.
A large part of identifying market gaps comes from understanding unmet consumer pain points. For example, there has been tremendous growth in ingredient-conscious skincare, preventive dermatology, anti-pollution skincare, scalp wellness, and therapeutic personal care products.
We also analyse international trends before they become mainstream in India. Consumers today are influenced by global beauty standards, Korean skincare trends, clean beauty movements, and clinical formulations. Our teams study these developments and adapt them according to Indian skin types, weather conditions, and price sensitivities.
Another major advantage for us is vertical integration. Since Shoprythm also deals in cosmetic raw materials, essential oils, and packaging solutions, we gain early visibility into ingredient trends and formulation demands across the industry. (shoprythm.com)
You have launched 200+ products. How do you maintain quality consistency across categories?
Maintaining consistency across a large product portfolio requires a strong process-driven culture. Quality cannot depend on individuals alone; it must be embedded into the system.
At Salve Group, we focus heavily on sourcing quality ingredients, maintaining manufacturing discipline, conducting stability testing, and ensuring compliance with industry standards. Every product category — whether skincare, essential oils, haircare, or cosmetic raw materials — follows strict quality checkpoints.
We also believe that transparency is becoming increasingly important in the skincare industry. Consumers now research ingredients, compare labels, and expect authenticity from brands. Therefore, maintaining trust is as important as maintaining quality.
Technology and customer feedback also play a major role. Marketplace reviews and digital feedback loops help us continuously improve formulations and user experience.
What qualities do you look for while building leadership teams?
I believe leadership is not just about expertise; it is about ownership and adaptability. The skincare and wellness industry evolves rapidly, so leaders must be capable of learning continuously.
The qualities I value most are integrity, long-term thinking, resilience, and execution capability. I also look for people who can balance creativity with discipline. Innovation is important, but sustainable business growth requires operational excellence.
Another important quality is customer obsession. The best leaders understand that every business decision ultimately impacts the consumer experience.
I also encourage entrepreneurial thinking within teams. Even inside a growing organisation, individuals should think like builders and problem-solvers rather than just employees.
How has Ratan Tata influenced your leadership philosophy?
Ratan Tata has been one of the most inspiring business leaders for entrepreneurs across India. What stands out most about him is the balance between ambition and humility.
His leadership philosophy demonstrates that businesses can scale globally while still maintaining ethics, compassion, and social responsibility. He built institutions, not just companies.
One lesson I deeply admire is his long-term approach to trust and reputation. In today’s fast-moving startup ecosystem, many companies focus only on short-term valuation growth. But sustainable success comes from credibility, consistency, and customer trust.
I also appreciate how he encouraged innovation while staying grounded in Indian values. That balance has influenced my own approach toward building brands that are globally relevant but deeply connected to Indian consumers.
What are the biggest mistakes skincare startups make today?
One of the biggest mistakes is prioritising marketing over product quality. In today’s digital era, it is easy to create visibility through social media, but long-term success depends on whether the product actually delivers results.
Another mistake is blindly copying international trends without understanding Indian consumers. Indian skin types, climate conditions, and affordability expectations are very different from Western markets.
Many startups also underestimate the importance of compliance, quality testing, and formulation stability. Skincare is a trust-based industry, and one poor-quality product can damage brand credibility permanently.
Finally, many founders focus only on rapid scaling without building operational strength. Sustainable businesses require strong supply chains, customer support systems, and long-term brand positioning.
How do you see the Indian derma and cosmeceutical market evolving in the next five years?
The Indian derma and cosmeceutical market is entering a very exciting phase. Consumers are becoming more aware about preventive skincare, anti-aging solutions, ingredient transparency, and wellness-focused lifestyles.
I believe the future will be driven by science-backed formulations, personalised skincare, AI-led skin analysis, clean beauty, and therapeutic wellness products. Ingredient awareness will continue growing rapidly.
There will also be strong growth in categories such as scalp health, men’s grooming, essential oils, nutraceutical beauty, and dermatologist-recommended skincare.
India also has a massive opportunity to become a global manufacturing and innovation hub for skincare and wellness products. With increasing digital penetration and e-commerce adoption, Indian brands now have the ability to scale internationally much faster than before.
Is global expansion part of Salve Group’s long-term vision?
Absolutely. Global expansion is a very important part of our long-term vision.
Today, Indian skincare and wellness brands are gaining global recognition because international consumers are increasingly appreciating Ayurveda-inspired wellness, essential oils, herbal ingredients, and value-driven innovation.
As a group, we already have international brand visibility and presence across multiple markets. Shoprythm itself mentions operations and brand presence beyond India, including the USA. (shoprythm.com)
Our goal is not just to export products but to build globally respected Indian wellness brands. We want to combine Indian ingredient heritage with modern dermatological science.
What does success mean to you beyond revenue growth?
For me, success is about creating long-term value. Revenue is important because it reflects business health, but real success is measured by impact.
If customers trust your products, employees grow with the organisation, and the company contributes positively to society, then the business has achieved meaningful success.
I also believe success means building systems and institutions that can sustain beyond individuals. Creating opportunities for teams, partners, manufacturers, and future entrepreneurs is equally fulfilling.
Personally, I value reputation more than scale. A respected brand built with integrity creates lasting legacy.
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What advice would you give to first-generation entrepreneurs in India?
India is currently one of the best places in the world for entrepreneurship because digital access, manufacturing capabilities, and consumer demand are all growing rapidly.
My advice to first-generation entrepreneurs would be:
- Start with solving a real problem.
- Focus on quality and customer trust from day one.
- Build patiently instead of chasing shortcuts.
- Learn financial discipline early.
- Do not underestimate execution.
- Surround yourself with people who challenge and improve you.
Entrepreneurship is not a sprint; it is a long journey filled with uncertainty, failures, and learning. Resilience becomes one of the most important competitive advantages.
Most importantly, never stop evolving. Markets change, consumer behaviour changes, and technology changes. Entrepreneurs who remain adaptable and continuously learning are the ones who build enduring companies.
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