Honasa Consumer says consistency, community and AI discovery shape brand preference

Honasa Consumer business head Saahil Nayar says consumer attention is won through aligned product, communication and customer experiences—not visibility alone—with community validation and AI-enabled discovery increasingly influencing choice.

— Source publishedMon, 7 Sept, 2026, 09:03 IST·First seen Mon, 7 Sept, 2026, 10:04 IST·Source ET Brand Equity

What happened

Honasa Consumer business head Saahil Nayar argues that brands win consumer preference through consistent product, communication and customer experiences,

Key facts

  • Over 15 years of consumer-brand-building experience

Why this matters

Corporate development teams should prioritize partnerships or acquisitions that add creator-community credibility, customer-experience infrastructure and AI-search optimization capabilities.

What to watch

  • Major AI search platforms introducing shopping recommendations, citations or sponsored beauty placements in India.
  • Marketplace and quick-commerce platforms expanding structured beauty attributes, review verification or AI shopping assistants.
  • Rising referral, review-assisted and community-attributed conversion rates relative to paid social conversion.
  • Competitors increasing spend on dermatologists, estheticians, creator communities or user-generated-content programs.
  • Regulatory scrutiny or consumer backlash around exaggerated efficacy, ingredient or AI-generated claims.
  • Create AI-search-ready product pages with standardized ingredient, efficacy, skin-type, usage and safety metadata.
  • Audit claim consistency across marketplaces, quick-commerce listings, retail shelves, creator briefs, customer care and D2C channels.
  • Build an always-on community-validation engine using verified reviews, routine education, expert participation and rapid issue resolution.
  • Track recommendation visibility in AI assistants alongside conventional search rank, share of voice and conversion metrics.
  • Prioritize customer-experience fixes that generate fewer complaint signals, since negative review patterns can depress both human and AI-led discovery.

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