Rivpra Formulation, an integrated pharmaceutical company, has announced its entry into the D2C segment with the launch of its latest venture, a premium skincare brand, Oteria. Built on the concept of ‘circadian rhythm,’ Oteria is a gender-neutral brand providing holistic skincare solutions for both men and women. With a comprehensive approach to skin, hair, and body care, Oteria has launched 19 products and plans to launch 30 more by 2026.
Following its debut, all skincare products will be available on e-commerce platforms like Amazon, Flipkart, and Oteria's direct-to-consumer (D2C) platform. The company is also planning to launch the products on Nykaa, Foxy, Tira Beauty, and quick-commerce platforms such as Zepto and Blinkit.
Vibhor Rastogi, Director, Rivpra Formulation Pvt. Ltd., said, “Amidst the backdrop of the COVID-19 pandemic, there has been a notable surge in online shopping that reflects an increasing comfort level among consumers towards e-commerce platforms. This trend underscores a significant shift in consumer behaviour towards digital retail channels. Keeping that in mind, for Oteria, our primary focus is to connect directly with consumers by bringing our products to their doorsteps by partnering with e-commerce and quick-commerce platforms while educating them about the importance of understanding one’s rhythm for the holistic benefits of their skin."
All of Oteria’s product line is manufactured at Rivpra Formulation’s independent manufacturing unit located in Sidcul, Haridwar, which spans over 1,00,000 sq. ft. through its subsidiary Medisch Lifesciences (distribution channel).
Rivpra Formulation is a pharmaceutical company with a state-of-the-art infrastructure set up in compliance with WHO-cGMP standards. Rivpra Formulation tests and develops products in line with the human body’s circadian rhythm and follows the same standards as Oteria, as per a company statement.
