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A Mumbai-based Ayurvedic personal care brand (hair oils, face creams, body wash using traditional Indian botanicals) wanted to build EU brand presence. They had strong India domestic brand and USD 2M US Amazon revenue. EU Amazon was identified as the next expansion. Challenges: EU product compliance (cosmetics regulation 1223/2009), EU VAT/IOSS, multi-language listings, and local EU warehousing for Prime delivery.
AJG designed a systematic EU Amazon expansion. EU Cosmetics Regulation compliance: product safety assessment by a qualified EU Person Responsible for cosmetics, CPNP (Cosmetics Products Notification Portal) notification for each product, ingredient INCI name compliance. IOSS registration for direct-from-India parcel shipments under EUR 150. Amazon FBA EU: inventory sent to Amazon' Swiebodzin (Poland) and Dortmund (Germany) fulfilment centres. Multi-language product listings (German, French, Italian) created by native-speaker translators with SEO keyword research. Amazon brand registry enrolled.
EU Cosmetics Regulation CPNP notifications obtained for 24 products at month 5. FBA inventory in EU warehouses from month 6. Amazon EU brand store launched month 7. Year 1 EU Amazon revenue: EUR 2.2M (Germany 45%, UK 22%, France 18%, Italy 15%). Year 2: EUR 4.5M. Top-selling products: Amla hair oil, Kumkumadi face serum, Neem face wash. Amazon Vine programme used for initial EU review generation.
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