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https://tier2-3-spark.vercel.app/#

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Approach & Framework:-

This is a market expansion business growth problem, The real challenges are trust, budget, acceptance, Logisc/Delivey. I will use circle framework with the deep focus on tier 2/3 cities user reality.

Clarifying Questions:-

1. Are we doing it for specific cities or all tier 2/3 cities?
2. What is the business goal here :- Growth, Retention, Revenue or Acquisition
3. Do we have any existing data of tier 2/3 cities users, their behaviours and purchasing will?
4. What is stopping people from target cities purchasing from nykas is it budget, trust, awareness etc.

Understand User Reality:-

Type of users in tier 2/3 cities are quite different from user from big cities. here its what actually true on the ground.

1. Trust Deficit

Tier 2/3 users are skeptical of unfamiliar/D2C brands sold on Nykaa — they're used to trusted local names (Lakme, Ponds) or shop-owner recommendations, not curated online catalogs.

2. Price Sensitivity (not just "budget")

It's not that they can't spend — it's that every purchase is evaluated on "is this worth it?" rather than impulse buying. Price needs to feel justified, not just low.

3. Value Perception

Even if they buy, they're unsure if a ₹600 serum actually outperforms a ₹150 alternative from a local store — no easy way to compare "is the premium worth it."

4. Choice Overload / Product Confusion

Too many options, filters, and unfamiliar brand names create decision fatigue — big-city users are used to filtering by brand/preference, but Tier 2/3 users may not know what to look for, leading to drop-off before purchase.