On 11 November 2018, Alibaba’s 10th annual Singles Day generated an impressive record, generating more than $30.8 billion in sales during the 24-hour shopping event.
Included in this event were many Australian businesses, including a comparatively small company in the Sydney suburb of Bella Vista. With only 15 employees, they achieved a massive $2.5 million in sales during the 24-hour event.
Du’it is the registered brand of Orbis (Australasia) Pty Ltd which was formed by the husband-and-wife team of Pynith Char and Zina Richter in 1998 to create a range of innovative skin care products. Their vision is simple:
“We believe that health and wellbeing is the foundation of our happiness. It underpins everything”.
Zina was working in a hospital where many patients suffered from dry, cracked skin on their heels and foot skin. So, with Pynith, they decided to find a solution. Zina asked her friend to formulate a treatment cream that would not only help people with dry skin problems but also assist people with Diabetes.
They started the business in their garage, where they spent the first five years packing boxes, calling on retail stores, doing face-to-face promotions, and celebrating every sale, regardless of size.
As with most start-ups, cash flow and funding were in short supply. They engaged the grants specialists, Pattens Group Pty Ltd, who successfully identified and claimed a range of government grants to help fund their development.
Pattens Group provided their services for a success fee. They have over 30+ years of experience successfully claiming over $ 2 billion from a vast range of grants with a 99% success rate. It was a partnership which made a valuable difference.
The many long years of research and development, working with pharmacists and specialists were supported by the R&D Tax Incentive scheme funds.
The R&D Tax Incentive provided a tax-free reimbursement of 43.5% of eligible funds spent on approved projects. The Du’it claims resulted in over $350,000 being provided to fund their product development.
Finally, they developed a winning product, which they “experimented” with on their family and friends. They were so thrilled with the results, receiving nothing but positive feedback. The product became DU’IT Feet & Hand Balm, the first in their range.
While the Australian market provided initial sales, their focus was the huge Chinese market. With financial support from the Export Marketing Development Grant (EMDG), they were able to visit prospective distributors and customers in China. Provide samples, attend trade shows and provide marketing material, including a dedicated China website.
Since entering the Chinese market over ten years ago, Du’It has grown by 900 per cent, requiring a new factory to cope with the demand. Last year, Du’It sold more than 1.5 million tubes of its Tough Hands in China, or one tube every 20 seconds.
Having unique products that work, are Australian and are made with high standards and quality active ingredients has made the company successful in China.
In China, Du’it is known as the dry skin specialist. For heel balm, they are ranked number one on Alibaba; in the hand care category, they are just a couple of thousand units off the number one spot behind a Chinese domestic brand.
Today, DU’IT products are available in Australia in all the leading pharmacies, including Chemist Warehouse and Priceline, and in the grocery chains Woolworths and Coles.
Their products are also available internationally in the USA, United Kingdom, New Zealand, Singapore, Malaysia, Turkey, Middle East, Hong Kong and China. Ranked as the top hand care and foot care brand in China, DU’IT has a solid presence on all the major platforms.
The dynamic duo of Pynith and Zina are still working in the business with their children and a dedicated professional team. They are still involved with the ongoing product development of innovative new innovative skincare products.
