Plum brand has been opened for restoring the skin and maintaining a person's natural beauty. They do not believe in ‘treating’ or making skin 3x perfect with the application of certain cosmetics. Thus, it provides 100% vegan beauty that is all about “being good” to one’s skin. They believe in retaining a person's natural skin and protecting and nourishing them well. They have curated all their products which are always paraben-free, cruelty-free and vegan. Dhannay has been helping the company deal with its financial issues and concentrating mainly on flourishing its business.

It was founded by Shankar Prasad in 2002, Director of Goodness, gold medalist, IIT company engineer and award-winning product formulator. According to the brand, it is not hard to make decisions if one is aware of its values. Values help us to get a proper direction and get a sense of what exactly we are willing to do. They give us the power and responsibility to question and decide, The four values that shape Plum goodness can be explained below:

• Respect for human capability diversity and hard work
• Customer delight is the primary focus. They believe in customer satisfaction as their primary concern.
• They believe in the concept of transparency with their customer so that they can maintain a good rapport.
• It believes in sustaining and preserving the goodness we have been blessed with.

They provide a range of products starting from head to body and come with various products associated with changing the repaired skin. They have indulged in curating products for all skin types and provide new serums and solutions separately for dry, combination and oily skin. They also believe in gently repairing the skin with good products without producing any side effects. Apart from daily natural care products, they also come up with beauty and make-up products like lipsticks, eyeliner, Kajal, compact and so on. Customers had been greatly satisfied with the quality of the product as they have consistently seen a changing pattern in their skin and a good output. They have rich antioxidant green tea products which help skin fight a lot of sensitivity and acne issues and leave it clearer. They also have glycolic acid and soft cellulose beads which gently help in exfoliating skin and brighten up the results. Being 100% vegan and a safety measure for the planet had earned them great results.

They have been also indulging in avocado-based products which greatly nourish hair and skin. Loaded with argan oil, avocado oil and shea butter, it gently manages frizzy and dry hair along with a good level of protection with protein. They have also satisfied customers with their little hamper of body care which comes in a well-presented package and various items needed to moisturize one’s body from the dry, sore winter effects. It goes through rigorous tests and is a sulfate free moisturizing kit. This is the beauty of the product as it is even suitable for kids of various ages.

The company has been working hard to gain a reputation and a good rapport with their customers and with the right strategies they have been successful in doing the same. As a D2C brand, it has been bringing a smile to customers’ faces and constantly reinventing methods of impressing them. This is backed by Dhaanay who systematically deals with their GST return and filing techniques and encourages them to perform better with each passing day.