Back in 2015, if you walked into a store looking for men’s grooming products, you’d be met with an aisle dominated by women’s beauty products and maybe a handful of razors and aftershaves.
Beardo changed that.
What started as a passion project for Ashutosh Valani and Priyank Shah became one of India’s biggest men’s grooming brands, setting the benchmark for the category.
India’s men’s grooming market was barely a ₹3,200 Cr industry in 2016. Today, it has crossed ₹10,000 Cr—and Beardo played a key role in making that happen.
Beardo saw what others didn’t.
Men were beginning to take grooming seriously.
Beards were a fashion statement, and yet, there were no dedicated products for them.
So, Beardo went all in. They created a full-stack beard care routine—beard oils, washes, balms, waxes — and made bearded men their tribe.
They weren’t selling beard oils. They were selling #HairyMasculinity—an unapologetic, rugged, stylish identity.
And the results? A cult-like following.
When Beardo launched, their biggest challenge wasn’t demand—it was fulfillment.
Problem #1: No real-time stock visibility. Orders were flowing in, but they had no way to track inventory efficiently.
Problem #2: A single warehouse. Delivering nationwide with one hub meant high shipping costs, order delays, and customer drop-offs.
Problem #3: High order cancellations. Limited warehousing and inefficient logistics meant delayed deliveries, increasing cancellations and customer dissatisfaction.
So, they streamline their backend operations.
✅ Multiple Warehouses → Orders routed from regional warehouses for faster fulfillment
✅ Real-Time Stock Visibility → No more stockouts, no more manual tracking headaches
✅ Optimized Shipping → Automated carrier selection based on location & order type, reducing shipping costs by 34%
💰 Impact? 150% growth in order volumes.
This operational efficiency paved the way for a massive liquidity event.
This operational efficiency paved the way for a massive liquidity event.
Marico’s Big Bet on Beardo
Marico first acquired a 45% stake in Beardo in 2017. They saw the potential.
By 2020, Beardo was profitable. Marico wasted no time and acquired the remaining 55%, making Beardo a 100% Marico-owned brand.
Estimated exit for the founders? ₹150-180 Cr.
Returns for early investors? 7X-10X their investment.
A textbook example of scaling profitably before cashing out.
Beardo didn’t just pick brand ambassadors. They picked icons.
🔥 Hrithik Roshan. KL Rahul. Yash. Suniel Shetty. Bhuvan Bam.
Every face of Beardo represented different versions of masculinity—rugged, stylish, sporty, and charismatic.
The campaign #HairyMasculinity wasn’t just about beard oil. It was a statement that led to:
▶️ Instantly relatable for urban men
▶️ Became a symbol of style & self-expression
▶️ Amplified reach across digital and TV audiences
Beardo dominated Instagram & YouTube.
Their pages weren’t flooded with ads. Instead, they built engagement-driven content—memes, trends, UGC, and influencer collabs.
💡 Key Tactic? They made having a beard aspirational.
Their #Movember campaigns, quarantine beard challenges, and music videos were viral hits.
📈 Engagement rates? 2X the industry average.
Unlike many D2C brands that struggle with pureplay online sales, Beardo cracked a multi-channel approach.
📍 40% of sales from their own website (high margins)
📍 60% from Amazon, Nykaa, Flipkart, Myntra, and modern retail stores (mass reach)
Beardo mastered niche positioning, influencer marketing, and operational scaling.They built an aspirational brand, sold it at a massive valuation, and still continue to dominate.
But, they reported a net loss of ₹6.1 Cr in FY23.
Why?
1️⃣ ₹41.3 Cr spent on marketing (35% of total expenditure)
2️⃣ Scaling operations, new product lines, international growth
3️⃣ ₹12.6 Cr spent on workforce expansion
With Marico’s distribution and offline retail muscle, profitability will soon bounce back.
Back in 2015, men’s grooming was an afterthought.
Shampoo? Borrowed from the women’s aisle.
Face wash? A luxury, not a necessity.
Beard oil? Unheard of.
Serial entrepreneur, Hitesh Dhingra, saw this massive opportunity as a goldmine.
Enter The Man Company—a brand that didn’t just sell grooming products, but redefined the conversation around self-care for men.
Today, The Man Company is a ₹150+ Cr brand, leading the charge in premium male grooming with a 360-degree omnichannel presence and an unshakable brand identity built around modern masculinity.
Let’s break down how they cracked the D2C playbook for men’s grooming 👇
Back then, men weren’t buying grooming products proactively—they were learning how to use them.
So, The Man Company didn’t just push products; they started with educating their audience.
Their first breakout product wasn’t just marketed—it was explained. Customers received multi-language leaflets on how to use it, tackling the biggest challenge—awareness.
Campaigns like #TheManBehindTheBrand and #GroomingGoals weren’t just about sales. They built a community-driven narrative, making grooming an essential, not an afterthought.
From tackling toxic masculinity to promoting the modern gentleman, The Man Company shifted the discourse from superficial grooming to confidence and self-care.
This approach built customer loyalty and trust—critical in a category where retention is tough.
📍 30+ EBOs across India
📍 Modern trade presence in Shoppers Stop, Central, and Lifestyle
📍 35% revenue from offline sales—despite starting online
📍 65% revenue still driven by online channels (website + marketplaces)
Why does this matter?
D2C brands often struggle to scale offline profitably.
The Man Company, with its premium positioning and omnichannel expertise, is solving this with controlled retail expansion.
Scaling 1,000+ SKUs across 11 warehouses isn’t easy. The Man Company had to rethink its entire supply chain, inventory, and fulfillment strategy.
Today, they are thriving with 👇
💡 99.99% order fulfillment rate—ensuring customer trust stays intact
💡 7M+ live inventory count—with real-time sync across channels
💡 200K+ orders processed monthly—with peak efficiency
How? Automation.
They integrated ERP solutions to:
✔ Track inventory at the batch level for better demand forecasting
✔ Enable personalised gift boxes on Shopify for curated shopping experiences
✔ Offer real-time inventory sync, making bundling and cross-selling easier
What happens when an FMCG giant sees a D2C brand absolutely crushing it?
They buy it.
Emami first picked up a 50.4% stake in The Man Company in 2017. The goal? To test the waters in premium men’s grooming.
Six years later, they were convinced.
In 2024, Emami acquired the remaining 49.6% stake, making The Man Company a fully owned subsidiary.
Why?
📈 Men’s grooming is booming—expected to be a $5B market by 2030
🛍️ Omnichannel dominance—TMC cracked both online & offline distribution
🚀 Growth at scale—TMC’s unit economics are profitable and sustainable
Now, with Emami’s manufacturing muscle, distribution network, and deep pockets, The Man Company is set to explode.
Most D2C brands burn millions trying to acquire customers. The Man Company played smarter.
💡 The Power of a Gentleman: Their brand identity wasn’t about hyper-masculine stereotypes. Instead, they positioned themselves around modern-day sophistication—”Bring Out The Gentleman In You.”
🎥 Ayushmann Khurrana as Brand Ambassador & Investor: Instead of generic celeb endorsements, The Man Company made Ayushmann a strategic partner. His relatability made the brand feel real.
📲 Instagram & WhatsApp Commerce Domination: Their social game is 🔥. With over 3X sales growth on WhatsApp through AI-driven conversational commerce, they turned DMs into dollars.
🎁 Gifting & Bundling Mastery: Selling a ₹300 face wash is one thing. Selling a ₹2,500 “Ultimate Grooming Kit” is another. TMC nailed product bundling with custom gift boxes and curated sets.
🔁 UGC & Influencer-Led Growth: From beard oil tutorials to self-care memes, TMC’s audience did the marketing for them.
Getting customers is easy. Keeping them? That’s the real challenge.
Here’s how The Man Company drove retention and repeat purchases:
📲 3X uplift in WhatsApp sales by integrating an AI chatbot
📈 12% conversion rate on impulse WhatsApp shoppers—higher than traditional ads
💰 70% lower CPC—driving profitability at scale
By engaging customers directly on WhatsApp, they reduced drop-offs and improved LTV.
The Man Company isn’t just a grooming brand anymore.
It’s an experiential lifestyle brand that’s redefining what it means to be a modern man.
What a ride it’s been!
Over the last 74 editions, we’ve brought you inside the boardrooms, marketing war rooms, and scaling strategies of India’s fastest-growing D2C brands.
From cracking omnichannel strategies to decoding viral campaigns, The D2CX Newsletter has been your window to India’s D2C revolution.
And we’re just getting started.
Our deep dive into the inclusivity playbook of FAE Beauty garnered serious attention. Readers showed interest in learning about how founder Karishma Kewalramani broke even after the first 4 years of operation Read More
The 5-minute read on Atomberg struck a chord with our audience – how the brand is giving legacy electronic brands like Havells and Crompton a run for their money, and what’s the next trump card in their playbook. Read More
Readers found the growth playbook of Veeba to be an interesting read – especially the QSR hack in the early days, and B2B mastery. Read More
75 D2C playbooks already. As we move towards 100 editions, here’s what you can expect:
✨ More playbooks from high-growth, lesser-known D2C brands
📊 Data-backed insights on emerging D2C trends
🛠️ Tactical advice for early-stage founders on cracking new markets
🚀 Breakdowns of viral D2C marketing strategies
Got a brand, topic, or trend you want us to cover next?
Reply & let us know! We’re always listening.
Here’s to many more stories, strategies, and D2C wins ahead.
Stay tuned. Stay growing.
#TheD2CXNewsletter 🚀
Back in 2015, buying fresh meat online in India was a gamble.
You either trusted your local butcher or settled for frozen supermarket packs.
Hygiene? Traceability? Consistency? Non-existent.
That’s where Deepanshu Manchanda and Shruti Gochhwal saw an opportunity.
They built Zappfresh—a farm-to-fork model that redefined fresh meat delivery in India. Today, it’s not just growing—it’s thriving.
🚀 ₹90.4 Cr revenue in FY24, up 60% YoY
🚀 ₹4.7 Cr net profit, up 70% YoY
🚀 Delhi NCR dominates, contributing 35.7% of revenue
🚀 IPO-bound, leading the charge in D2C meat
In a category where most brands are bleeding cash, Zappfresh is making money.
Let’s break down their growth playbook 👇
Before Zappfresh, the Indian meat industry was a fragmented, unregulated mess.
❌ Unhygienic wet markets
❌ Antibiotic-laden meat
❌ No cold chain, no traceability
❌ No premium, standardised experience
Zappfresh changed the game by owning the entire supply chain.
They partnered directly with farmers, ensuring meat was free from antibiotics and artificial growth boosters.
They set up state-of-the-art processing units and a temperature-controlled cold chain—so every order is stored at 0-4°C and delivered chilled, never frozen.
This farm-to-fork model didn’t just create a superior product—it created trust.
The Numbers Tell The Story 👇
🥩 Chicken dominates → ₹51.1 Cr in revenue, growing 61.7% YoY
🐐 Mutton is scaling fast → ₹18.5 Cr in revenue, growing 50% YoY
🐟 Seafood is booming → ₹20.8 Cr in revenue, growing 68% YoY
With quality locked in, Zappfresh built a loyal, high-retention customer base—the real secret behind their profitability.
Most D2C brands are burning cash on deep discounts and expensive customer acquisition.
Zappfresh flipped the script.
They turned profitable in FY23 with a ₹2.7 Cr net profit and grew it by 70% in FY24—a rare feat in Indian D2C.
This isn’t just about top-line growth. It’s about smarter operations, disciplined cost control, and high retention.
Instead of chasing unprofitable expansion, Zappfresh focused on:
✅ Premiumisation → Charging a premium for quality & hygiene
✅ Efficient Cold Chain → Reducing wastage, maintaining freshness
✅ Customer Stickiness → Loyalty-led growth, not heavy discounting
And, their bet paid off.
Zappfresh isn’t just expanding city by city—they’re buying their way into growth.
Two major acquisitions—Dr. Meat and Bonsaro—are helping them scale strategically.
🛒 Dr. Meat → Strengthens sourcing & processing infrastructure, ensuring higher quality at scale in Bengaluru.
🚛 Bonsaro → Expands last-mile delivery, improving order fulfillment across pin codes around Mumbai.
With these acquisitions, Zappfresh is gaining market share before going public.
They’re investing in logistics, tech, and supply chain efficiencies, laying the foundation for an IPO-ready business.
And they’re doubling down on Bengaluru, aiming to scale revenue 5X from the current ₹13.8 Cr in the region.
Zappfresh isn’t just scaling—it’s preparing to go public.
They’ve filed their Draft Red Herring Prospectus (DRHP) for an IPO.
📈 IPO comprises a fresh issue of 59.06 lakh shares
📉 No existing investors are exiting—showing confidence in future growth
💰 Proceeds will fuel geographic expansion & deeper cold chain infra investments
But going public isn’t the goal. Scaling profitably is.
They’re betting big on:
🔥 Expanding Tier 2 & 3 footprint → More cities, more pin codes
📦 Deeper supply chain investments → Efficiency-driven scaling
📊 Tech-driven demand planning → Smarter inventory & pricing strategies
With the right playbook, Zappfresh is on track for ₹400 Cr annual revenue in the next 3 years.
Back in 2012, accessories were an afterthought.
You could buy a premium phone but finding a stylish, functional case? Nearly impossible.
Pankaj Garg and Saurav Adlakha saw the gap.
They built DailyObjects to bring design, quality, and functionality to everyday accessories.
What started with phone covers is now a ₹130 Cr ARR lifestyle powerhouse.
Today, DailyObjects sells bags, wallets, laptop accessories, home-office gear, and more—all designed in India, for India, with global appeal.
It’s not just growth. It’s profitable growth.
🚀 10 Mn+ products sold
🚀 29,000+ pin codes served
🚀 5% EBITDA margin
But how did they get here? Let’s break it down 👇
A laptop sleeve isn’t just for protection—it’s a fashion statement.
A phone cover isn’t just functional—it’s a piece of art.
This approach has made DailyObjects a design-forward brand that thrives on both style and substance.
And customers love it.
10 million+ products sold.
2 million+ app downloads.
And a growing cult following among young, style-conscious consumers.
Their catalog expanded fast.
From sleek leather wallets to minimalist bags, from wireless chargers to artist-collaborated phone cases—each product is a balance of trend and function.
With in-house manufacturing and 500+ artisans, they ensure quality control, fast innovation, and seamless fulfillment.
Most D2C brands chase aggressive spending.
DailyObjects took another approach—profitable scaling with strong unit economics.
Early on, they made bold decisions.
They stopped cash-on-delivery orders, pulled back from low-margin categories, and cut their SKU count from 72 to 35—focusing only on the bestsellers.
As a result, sales jumped from ₹50 lakhs per month to ₹2 Cr. This was in 2022.
Even today, 65% of sales come from their own website and app, ensuring higher margins and complete control over customer experience.
Their customer acquisition cost (CAC) is ₹425, while their average order value (AOV) is ₹2,000—one of the best ratios in the industry.
Instead of deep discounting, they invest in retention, engagement, and design-driven differentiation.
D2C brands expanding offline is no longer news. But DailyObjects is not just opening stores—it’s rethinking retail.
Their first offline store, Playground, launched at DLF CyberHub, Gurugram is nothing like a traditional store.
There are no billing counters. No pushy sales reps. Just a seamless blend of online and offline shopping—where customers can browse, scan, and order at their convenience.
It’s more than a store—it’s an experience hub, designed for community-driven engagement, artist meetups, and exclusive launches.
Next? DailyObjects is gearing up for 100+ Apple reseller store partnerships, ensuring its premium accessories reach a tech-savvy, design-conscious audience.
DailyObjects doesn’t just post ads. They tell visual stories that resonate.
Instagram feed? Aesthetic, design-led, and product-focused.
Pinterest strategy? 35K+ followers engaging with curated mood boards.
Short-form video content? Utility-driven, showcasing how products simplify life.
They don’t chase celebrity endorsements. Instead, they partner with micro-influencers—authentic voices who align with the brand’s core philosophy of self-expression.
UGC plays a massive role. Their customers are their biggest marketers.
With a repeat rate of 47%, DailyObjects leverages real reviews, user testimonials, and content that feels genuine, not forced.
DailyObjects isn’t just coasting on past wins. They have big plans ahead.
They’re expanding deeper into Tier 2 and Tier 3 cities, and growing their global presence aggressively.
But most importantly, they’re staying profitable while doubling revenue every year—a rare feat in the D2C world.
With design at its core, a loyal customer base, and a smart omnichannel approach, DailyObjects is shaping the future of lifestyle accessories in India.
It all started with a UTI in 2013.
A painful experience during a road trip led Vikas and Srijana Bagaria to a glaring problem—public restrooms were a nightmare for women.
So, they decided to make this their headache.
The following year, they launched India’s first toilet seat sanitizer spray. This was the beginning of Pee Safe.
What started as a single product in 2014 has now scaled into a full-fledged hygiene and wellness empire, covering intimate hygiene, menstrual care, sexual wellness, and personal grooming.
Today, Pee Safe is
🚀 A ₹100+ Cr ARR brand
🚀 Selling across 20,000+ offline stores and aiming for 50,000
🚀 Expanding globally across 23 countries
🚀 On track for ₹500 Cr topline revenue by 2025
This growth can be attributed to a bold, strategic, and category-defining growth playbook.
Pee Safe didn’t stop at sanitizers. They built a house of brands that took on everything hygiene-related.
First, Raho Safe—affordable hygiene essentials like handwashes, disinfectants, and sanitary pads.
Then came Domina—India’s first female condom brand, entering the untapped pleasure economy.
Furr followed, disrupting women’s grooming with gentle, skin-friendly products.
Every launch was calculated. Every category was carefully chosen to solve an underserved problem.
This multi-brand strategy helped Pee Safe dominate retail shelves with products across multiple price points.
From a single product to five full-fledged sub-brands, Pee Safe is selling agency and choice.
Pee Safe played the long game.
They weren’t just selling products. They were changing consumer behavior. And that required education, content, and bold marketing plays.
💥 Instagram for GenZ → Pushing menstrual cups, period kits & female condoms
💥 Facebook for Millennials & Gen X → Driving awareness for adult diapers & maternity care
💥 YouTube for Education → How-to videos on menstrual hygiene, intimate care & safe sex
💥 Quora for Search Domination → Answering real hygiene queries to build trust
💥 Influencer Strategy → From micro-influencers (500–3,000 followers) to celebrities like Jacqueline Fernandez promoting period care & intimate hygiene
💥 Content That Converts → No fear, no shame—just relatable, empowering conversations around hygiene, pleasure & body autonomy
They answered real consumer questions about menstrual health, intimate hygiene, and period care—building trust before selling.
Pee Safe did something unconventional—offering discounts in exchange for reviews, even negative ones.
For decades, sexual wellness products were male-focused.
Condoms? Made for men. Lubes? Marketed for him.
Pee Safe flipped the script.
Domina wasn’t just a product—it was a statement. The brand introduced female condoms, massagers, and intimate wellness products in a way that was sensual but not explicit, empowering but not awkward.
And here’s what made it even more revolutionary.
Domina’s R&D and marketing team was led by 21-23-year-old women.
Real women designing for real women.
The result? A new category, a new conversation, and an untapped market finally being served.
In 2017, they started selling on Amazon India. What happened next was unexpected.
For every customer buying on their website, three customers were purchasing Pee Safe products on Amazon.
So they doubled down.
Amazon offered trust, convenience, and scale—allowing Pee Safe to reach 19,000+ pin codes in India.
Today, Pee Safe:
🔥 Sells over 2 Mn panty liners monthly on Amazon
🔥 Ranks No. 1 in India for panty liners, ahead of legacy brands
🔥 Has expanded to 23 global markets, with 10 countries served via Amazon
And it wasn’t just luck. Pee Safe’s strategic playbook for global expansion included:
Amazon Propel Accelerator: Learning inventory, brand protection, and account management at scale.
Product Rationalisation: Cutting SKUs from 72 to 35, focusing on high-performing categories.
Localised Strategy: Understanding regulatory compliance, packaging norms, and consumer behavior across different markets.
All of this resulted in 5X growth in exports within a year.
Pee Safe isn’t slowing down.
They’re bringing local production to Europe to scale faster and reduce costs.
And they’re gearing up for ₹500 Cr topline revenue by 2025—with a possible IPO on the horizon.
And they’re just getting started 🚀
Meghana Narayan wasn’t always in the food business.
She was a national-level swimmer, with 400+ gold medals.
But life had other plans.
When she became a mother, she faced a new challenge—finding healthy, tasty, and convenient food for kids.
Everything on the shelves was ultra-processed or filled with sugar. So, she and co-founder Shauravi Malik dug into their grandmothers’ kitchens.
The rediscovered millets.
And, decided to build a brand that made this supergrain delicious, easy, and fun for kids.
This was the foundation stone of Slurrp Farm.
Fast forward to today, Wholsum Foods (the parent company of Slurrp Farm) is making waves in the food industry.
🔥 ₹168 Cr Revenue Projected in FY25
🔥 Selling across India, UAE, UK, and the US
🔥 5,000+ retail touchpoints
🔥 Aiming for ₹500 Cr in FY26
Let’s break it down. But first 👇
In just three years, they doubled revenue every year while staying CM3 positive (a rarity in D2C).
Here’s their growth blueprint:
Started online, built trust, then scaled offline.
60-70% of revenue now comes from quick commerce & marketplaces, with the rest split between their website and retail stores.
Their best-selling pancake mix? A mom’s idea.
High-protein pasta? Inspired by diabetics using Slurrp Farm as a healthy alternative.
58+ SKUs.
No waiting around—just launching, iterating, and scaling.
They didn’t just expand to the US & UK.
They won the Amazon Global Accelerator, proving they could dominate international markets.
Their secret weapon? 50% of users keep coming back for more.
💬 Live WhatsApp chats, Instagram stories & personalised engagement
🔍 AI-powered insights to track customer preferences
📈 Data-backed product innovation—every new SKU is shaped by customer feedback
When Anushka Sharma came on board as an investor and brand ambassador, it wasn’t just about celebrity endorsement.
It was about authenticity.
Their “Yes Ka Time Aa Gaya” campaign struck a chord with moms everywhere.
The insight?
💡 Moms are tired of saying NO to junk food.
Slurrp Farm finally gave them a reason to say YES.
With viral impact across YouTube, Instagram & Facebook, and 2,500+ influencers amplifying the message, Slurrp Farm continued to spike in new customers & stronger retention rates.
Food is physical. And in India, 80% of grocery shopping still happens offline.
Slurrp Farm is betting big on retail:
✔ Expanding to 13,000 stores in the next 18 months
✔ Targeting Tier 1 & Tier 2 cities where millets are already familiar
✔ Working with advance-payment distributors for profitable offline growth
Unlike most D2C brands burning cash in offline expansion, Slurrp Farm has strong repeats and demand-driven scaling.
Slurrp Farm started with kids. But Mille is for everyone.
The insight? Adults were already eating Slurrp Farm products for health reasons.
So, Mille was born—a millet-powered brand for all age groups.
And it’s scaling fast. Available online now, but expanding aggressively.
Slurrp Farm is reviving India’s lost supergrains. Millets, once forgotten, are now back in the spotlight, thanks to their mission to make healthy eating effortless and delicious.
Scaling rapidly, they’re expanding from 5,000 to 13,000+ stores, with global markets growing 30-40% YoY.
Product innovation drives their momentum, making millets convenient and tasty for modern consumers. The ₹500 Cr milestone isn’t a dream—it’s within reach.
What started as a solution for kids is now transforming the way India eats.
Meghana and Shauravi are just getting started!
It all started with Romita Mazumdar’s frustration as a consumer.
Growing up, her mother ingrained in her the importance of healthy skin over makeup. But when she returned to India after studying in the U.S., the skincare products she had relied on didn’t work in India’s climate.
Romita spent years searching for alternatives, only to find brands pushing fleeting trends—be it Korean “glass skin,” ubtans, or green apple extracts—without delivering real results.
Working as a venture capitalist, she noticed the same issue: brands were more focused on marketing than on creating effective products.
That’s when the idea for Foxtale was born.
In 2021, amidst a wave of D2C startups in Beauty & Personal Care, Foxtale emerged with a bold mission: to demystify and democratise skincare for Indian consumers.
Three years later, the numbers speak for themselves:
🔥 ₹83 Cr revenue in FY24
🔥 50% sales from its own platform
🔥 ₹250 Cr raised in Series C funding
🔥 Plans to expand to 50,000 offline stores
But how did Foxtale scale so fast in an industry dominated by legacy players and fleeting trends?
Let’s dive into their growth playbook 👇
Foxtale’s growth has been nothing short of meteoric.
The secret? Customer obsession.
Romita personally interviewed 1,000 women before launching Foxtale to understand their needs. Their biggest complaints?
▶️ Products weren’t delivering visible results.
▶️ Skincare felt like a luxury, not a necessity.
Foxtale answered these concerns with products designed for consistency, affordability, and efficacy.
From identifying product formulations to finalizing packaging, consumer feedback shaped every step.
Foxtale products boast a 50% repeat rate, ensuring that every new SKU becomes a favorite.
Domination was the goal.
This wasn’t reckless spending. It was a calculated risk, designed to build nationwide awareness, stand out in a crowded market, and drive
exponential growth.
And the results speak for themselves.
Revenue grew by 6X in FY24 🚀
Their biggest marketing wins came from precision targeting 👇
☑️ Foxtale audited every campaign, refining their Google Ads strategy to target the right audience.
☑️ ROAS (Return on Ad Spend) jumped to 3, a 65% improvement in efficiency.
Revenue from these campaigns grew by 120% in just three months.
Foxtale’s sales strategy is a masterclass in balance.
50% of sales come from their website.
Another 40% comes from platforms like Amazon, Nykaa, Flipkart, and Myntra.
This digital-first approach has been key to reaching India’s digitally savvy millennials.
Guided by a land and expand strategy, Foxtale has focused on dominating one platform before moving to the next, ensuring sustainable growth.
Makeup and skincare are tactile experiences. Customers want to see, touch, and try before buying. Foxtale understood this and began its offline journey strategically.
❇️ Currently present in 10+ cities across general trade
❇️ Plans to scale to 50,000 stores in 30 cities
❇️ Offline revenue already contributes 10% of total sales and is growing steadily
n 2024, Foxtale announced a ₹250 Cr Series C funding round, led by Japanese beauty giant KOSÉ Corporation.
This partnership is more than just an investment. It’s a strategic alliance to blend Foxtale’s understanding of the Indian market with KOSÉ’s advanced R&D capabilities and global expertise.
The funding will enable Foxtale to:
💠 Scale faster: Expand offline, increase product SKUs, and strengthen their supply chain.
💠 Innovate deeper: Develop cutting-edge skincare solutions tailored for Indian consumers.
“This collaboration is poised to redefine beauty standards in India, a multi billion-dollar market,” says Romita.
Foxtale isn’t afraid to be bold, and their collaborations reflect that.
From working with relatable influencers to crafting campaigns that celebrate authenticity, their brand voice is confident, fearless, and empowering.
With innovation as its core and customer delight as its compass, Foxtale is poised to lead the next chapter of India’s D2C skincare revolution.
As Romita puts it, “Entrepreneurship isn’t about numbers—it’s about creating something people love. And we’re just getting started.”
The revolution in Indian skincare has another feather to the hat. And that’s Foxtale.
A hush-hush industry.
A stigma nobody wanted to talk about.
And a tiny brand daring to break the silence.
It all began as a small idea when lingerie shopping was more of a whispered secret than a fun outing. One day, the founding team realised that Indian women deserved better than ill-fitting bras and awkward conversations at male-run shops.
They had no intention of being just another undergarment brand; they wanted to give women the joy of choosing styles, colors, and fits that felt downright exciting. And so, in 2013, a bold little startup from Noida set out to rewire an entire industry.
Meet Pankaj Vermani, Founder & CEO of Clovia, the D2C lingerie brand that’s sending shockwaves through a ₹50,000 Cr Indian market.
Clovia’s approach was radical.
Instead of pushing the same old beige and black, they said, “How about polka dots, bright florals, and special cuts for every body type?”
While skeptics muttered about taboo topics, Clovia marched ahead and launched an online store that invited women from every nook and cranny of India to shop minus the discomfort.
The pandemic forced everyone indoors, but that only amplified the need for comfortable, reliable clothing.
Clovia capitalised on the moment by focusing on loungewear, activewear, and cozy nightwear. Women who once endured underwires all day suddenly wanted a bralette they could lounge in.
Clovia’s online sales soared.
By FY20, they had already recorded a 50% growth over the previous year, and 85% of their sales were coming from digital channels.
As physical stores shut doors, Clovia’s website and mobile app kept rolling. Shoppers discovered the joys of having intimate-wear delivered discreetly at home.
The brand’s D2C model looked like pure genius.
And it didn’t hurt that they also built an agile supply chain that let them churn out new styles in small batches, cutting down waste and capital risk.
An absolute game-changer. Clovia has been thriving since then, and how?
Over 5 Mn women have tried Clovia. They aim to reach 50 Mn in the next four years.
Take a look below.
Most of this growth is driven by e-commerce.
About 65-70% of sales come from online channels, thanks to a strong digital presence and user-friendly interface.
But offline is catching up too.
They operate over 70+ exclusive brand outlets (EBOs), and have a presence in 2,000+ multi-brand outlets (MBOs) and around 600 large format stores (LFS).
Now, they move between 600,000 to 700,000 pieces every single month, which is about 1 item sold every 3 seconds.
Clovia built in-house algorithms to predict demand, manage inventory, and even guide sizing.
A standout is the Bra Fit Test.
Five quick questions about body shape, comfort preferences, and usage, and voilà—the perfect bra size is recommended.
This has a 70% conversion ratio and leads to 5X customer LTV compared to direct product browsing.
Behind the scenes, Clovia crunches over 1,000 data points—fabric types, color trends, raw materials, return rates, and user feedback.
Their intelligence system then suggests what to produce next.
As a result, 75% of their inventory is under 30 days old. That means fresh designs hit the store almost every week.
From raw material sourcing to final packaging, Clovia tracks each step digitally.
Factory partners use a custom app to update real-time production data.
Their teams can spot bottlenecks in minutes.
This approach keeps costs lower, margins higher, and customers happier.
India is more than just its metros.
Clovia recognised that.
They discovered an underserved market in tier-2 and tier-3 cities, where women had limited access to trendy intimatewear.
By focusing on online channels and strategic offline pop-ups, they captured these regions.
Almost 65% of their revenue now comes from non-metro areas.
Interestingly, the average order value from smaller cities is 20% higher than from metros.
Why? Because customers there love to buy in bulk once they trust a brand.
Clovia has always been about ‘joy.’
To amplify that message, they roped in youth icons like Shraddha Kapoor and Manushi Chhillar.
These ambassadors embody confidence, fun, and a sense of authenticity that resonates with the brand’s core audience—women who value comfort, style, and happiness all at once.
On social media, Clovia stands out by turning everyday problems into lighthearted jokes. Their “let’s talk bras!” approach is direct.
They focus on real bodies, real stories, and real solutions.
This authenticity has amassed a loyal following of 444K+.
In March 2022, Clovia found a powerful partner: Reliance Retail.
Reliance acquired an 89% stake in Clovia’s parent company, Purple Panda Fashions, through a combination of primary investment and secondary share purchase.
This deal catapulted Clovia into a new league. It joined the ranks of Zivame and Amante, other intimatewear brands Reliance had snapped up.
Now, with Reliance’s operational might and extensive retail network, Clovia has the resources to scale faster.
They’re exploring more product categories and also eyeing expansions into global markets.
Given the synergy between their in-house tech, predictive analytics, and ongoing product expansions, the goal of acquiring 50 Mn customers isn’t a pipe dream.
With Reliance fueling offline growth, and the brand’s consistent digital traction, Clovia has carved itself a prime seat at India’s retail table.
At the core of it all is a simple principle: if you solve real customer problems—such as poor lingerie fittings—and add a splash of joy, people will pay attention.
Clovia’s story is living proof that sometimes, the quietest corners of an industry are where the loudest success echoes.
Now, with one foot firmly in Indian hearts and the other stepping into new geographies, Clovia seems poised to keep that momentum going for a long time to come.
Ever wondered how those oh-so-delicious dips, sauces, and juices find their way to your kitchen?
Well, buckle up, because today we’re diving deep into the story of Wingreens World – a tale of flavor, innovation, a whole lot of heart, hundreds of crores in revenue every fiscal year.
Anju Srivastava, founder of Wingreens World, embarked on her entrepreneurial journey serendipitously in 2009.
After returning to India from a stint in the US, she sought a challenging venture that would contribute to the country.
Anju began by renting a small plot of land and experimenting with various herb varieties. This was the beginning of Wingreens.
Today, Wingreens is a house of brands thriving with exponential growth 🔥
The products were launched, but not moving from shelves.
The brand sought to expand its market reach and optimise its sales operations.
However, challenges arose:
▶️ limited visibility into sales performance across a vast network of kirana stores,
▶️ inefficient manual processes hindering sales productivity, and
▶️ the need for a flexible solution to navigate the complexities of a diverse market
To address these challenges, Wingreens partnered with a leading third-party sales force automation platform. This collaboration proved to be a game-changer.
🔥 A 160% jump in outlet coverage.
🔥 A 105% increase in Unique Productive Calls.
🔥 A 170% increase in Average Order Quantity.
🔥 A 219% increase in Retailing Time
By leveraging the cutting-edge platform, Wingreens empowered its sales force with real-time visibility into sales performance, inventory levels, and market trends and optimised sales strategies and drove sustainable growth across its expanding portfolio.
Built on the premise and promise of quality, Wingreens was winning hearts. And there could not have been a better time to expand their product portfolio. So, they did!
With acquisitions and an NPD framework, they ventured into new product lines.
Wingreens Farms: The OG. Creamy dips, zesty sauces, and crunchy snacks that will make your taste buds sing. This is where it all began.
Raw Pressery: Raw Pressery brings you the finest cold-pressed juices, almond milks, and more.
Wingreens Harvest: To enter into breakfast cereals and snack bars. Made with ancient grains and wholesome ingredients.
Saucery: Culinary creations with exquisite sauces, dips, and spreads.
The goal now was to elevate digital presence with a robust D2C platform.
And now the challenge was accommodating a growing portfolio of brands – including Raw Pressery and Monsoon Harvest.
Recognising the limitations of their existing e-commerce platform, Wingreens embarked on a journey to create a truly exceptional digital experience.
They sought a solution that could seamlessly integrate with their expanding brand portfolio, providing a unique and personalised shopping experience for each.
The team embarked on a comprehensive platform overhaul, leveraging the power of a leading enterprise-grade e-commerce platform. They embraced a headless architecture, decoupling the frontend from the backend, enabling greater flexibility and faster development cycles.
✅ A Multi-brand Experience: Each brand within the Wingreens family now enjoys a unique online presence, reflecting its distinct identity and product offerings
✅ Lightning-fast Performance: A PWA (Progressive Web App) ensures a seamless and engaging user experience, with blazing-fast load times and offline functionality
✅ Zipcode-based Availability: The platform leverages sophisticated algorithms to ensure accurate product availability based on customer location
This cutting-edge platform has empowered Wingreens to boost conversions, enhance customer satisfaction, and solidify its position as one of the front-runners in the category.
Wingreens understands the importance of building strong relationships with its customers.
Through engaging social media campaigns, interactive content, and personalised experiences, the brand fosters a loyal community of food enthusiasts.
Social Media Engagement: Wingreens actively engages with its audience on social media platforms, sharing recipes, tips, and behind-the-scenes glimpses into the brand’s journey.
Customer Feedback: The company actively seeks and incorporates customer feedback to continuously improve its products and services.
Community Building: Wingreens participates in various community initiatives, demonstrating its commitment to social responsibility and building strong relationships with its stakeholders.
With a strong foundation, a commitment to innovation, and a passionate team, Wingreens World is poised for continued growth and success.
The future holds the promise of international expansion, reaching new markets and captivating a wider audience. Furthermore, the company will continue to innovate, introducing a stream of exciting new products that cater to evolving consumer preferences.
And, unwavering in its commitment to sustainability, Wingreens will prioritise environmentally conscious practices throughout its operations.