Crafting Massagers in India: Libertee’s Bet on Quality

Bangalore, India, July 18, 2024: “Yesterday, I was at the factory. Today, I drink coffee with you, and then I have to run to a photo shoot. At least, every day is a different story!” exclaimed Michael, Libertee’s founder, between two sips of coffee. Being a founder is an eclectic job. Selling body massagers might be the next level. “It has a lot to do with the quality of the massagers we deliver. We must be hyper-vigilant!”. 

Throughout the conversation, countless notifications, orders and enquiries dropped in. “Of course, we have a team, but it’s important to stay in the loop”, explains the founder. 

The global personal wellness market crossed $35.2 billion last year and is set to grow exponentially, even double, by 2030. 

In India, this market is booming, driven by a heightened awareness of health and self-care. As consumers become more discerning, safety standards have become a critical aspect, influencing everyone’s purchasing decisions. This shift is particularly evident in the intimate personal massager segment, where a brand like Libertee.in sets new standards for excellence and is known for the trustworthiness of its products. 

Market Change and Customer Awareness

“A body massager, it’s silicone, plastic and electronics”, summarises Libertee’s founder. “Most companies just import final products from neighbouring countries, and they don’t know what they end up selling.” It was probably a paying strategy, at least initially, when consumers were not particularly aware of the industry.

But like everything that becomes popular, brands rival to show their unique selling points. Michael adds, “Marketing doesn’t do everything. The product, the experience, the packaging and what the brand stands for: this is what makes a difference now. In India, body massagers are not products you buy in a dark alley anymore”. To ensure customer satisfaction, Libertee took a relatively uncommon approach: crafting everybody massager in India. 

“We know what we sell.”

“Most of the time, people are surprised. But yes, body massagers can be crafted in India. We made it”, explains the founder of Libertee. It’s not the direction that most companies choose. Across the country, there is no designated manufacturer. At least until Libertee came into the picture: “We created a structure. Our body massagers are assembled here, packed here. We know what we sell”. And it seems to work: despite hundreds of orders monthly, Libertee has a return rate close to zero. “It’s not rocket science: we pack our products for every order. Under medical conditions, we ensure everything works before shipping it”. 

When other companies import, typically from China, it is essentially to save on costs. With a research and development cost close to zero, they can launch new products often. Still, it comes with a downside: an increased dependency on imports and a lack of quality control, usually resulting in many returns and, ultimately, a loss of customers' trust in the brand. 

“The market is evolving,” Michael observes. “Consumers want better products, and we’re here to provide them.” Interestingly, Libertee endorses a limited product range: “We curated a few products. We craft them here. It’s not easy, but it’s worth it. Let’s be honest: when it comes to personal body massagers, you need three things: great standards, great reliability and a great experience. That includes the packaging. Indian customers refer great products to each other: we get a huge word-of-mouth factor. And we’re just getting started!”

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Libertee

personal wellness market

Body massager

personal wellness massager