RSH Global, the Calcutta-based FMCG firm known for its Joy range of personal care products, is witnessing strong growth from the online channel, with the gross merchandise value (GMV) expected to jump almost three times to Rs 100 crore in this fiscal and nearly double in the next fiscal.

“We were doing revenues of not even Rs 1 crore two years ago when Covid stuck. This financial year we will do a GMV of Rs 100 crore. Such a kind of growth has been beyond our expectations. This strong traction comes even as we are not investing a huge amount in platform advertising. Customers who have bought Joy know that it is not only a good quality product but also provides the affordability that they are looking for. That is helping us to grow in a strong manner,’’ Sunil Agarwal, chairman, RSH Global told The Telegraph.

Agarwal said another factor behind its success has been the high rate of repeat orders, even as going online has helped it to reach the most distant customer. RSH Global is now serving customers from around 26,000 pin codes in the country. In 2021-22, GMV from this route stood at nearly Rs 35 crore. This is expected to rise to Rs 280-300 crore in 2023-24.

While Joy remains a mass brand, offering various products at affordable prices, Agarwal said that most of its earlier launches are in the market. Moreover, the company has followed this up with new launches.

“Over the last two-and-half years we have launched more than 50 products and a lot of them are selling online. We also went into new categories such as shower gels, body oil, face syrups, face toners, and lip care over the last two years. We continue to be a mass brand but we are becoming more aspirational for our customers and now we have good traction among the millennials as well’’, he added.