Published Paper Details:

Unprecedented growth of wellness and beauty e- commerce of Nykaa steams from its well-crafted meticulously designed marketing mix. Nykaa marketing mix has been carefully integrated into an effective marketing strategy. The inherent benefits and promising attributes of Nykaa's marketing mix arise from its careful and balanced integrations into an effective marketing strategy. It provides competitive advantages to Nykaa's wellness and beauty e- commerce and tends to combat the fierce competition prevailing in wellness and beauty e- commerce. The component of marketing mix can change firm's competitive positions. Marketing mix has been developed through times from one element to multi elements. The reasons for the exponential growth of wellness and beauty e- commerce are raising disposable income, changing lifestyle, increased purchasing power and changing demography. Hence the, robust understanding of marketing mix is pivotal to the success of wellness and beauty e- commerce of Nykaa. Marketing mix of wellness and beauty e-commerce of Nykaa can be considered as the most effective strategy which helped company meteoric ascent to the pinnacle of success. The applications of hypothesis testing in the marketing mix continue with more ingenuity to accomplish the thwarted ambition of marketer's. The present work is on testing of hypothesis of marketing mix of Nykaa's e- commerce to identify and seize the opportunity in this sector. Karl's Pearson Chi square test has been used for hypothesis testing.