For decades, women’s activewear in India was broken. These brands had one strategy: shrink it & pink it.

Fit & functionality were ignored.

Most brands shrunk men’s designs and called it “women’s activewear.” But a woman’s body moves differently. Indian women needed high-rise waists, stretchable fabrics, moisture-wicking materials, and deep pockets.

Fitness had the wrong narrative.

Every fitness brand pushed “lose 5 kgs,” “get abs,” “burn calories.”
But Indian women weren’t just gym rats. They were walkers, dancers, yoga lovers, busy moms, everyday movers.

This was the white space for Minu Margeret 💡

When no one was building activewear for Indian women, Minu did.

She flipped the script with BlissClub – India’s homegrown Lululemon!

And, what a blissful ride it has been so far!

BlissClub Prints Money While Others Burn It

✅ 75% Revenue from D2C Website → They owned their audience instead of relying on Amazon & Myntra.

✅ 3X YoY Growth → Hyper-targeted expansion, no wasted CAC.

✅ 40% Revenue from Repeat Customers → Strong LTV from an obsessed community.

✅ 200,000+ Paying Customers → Without discounting themselves into a loss.

Most brands throw money at ads and pray.

BlissClub engineered growth differently.

Let’s break it down.

Build The Category, Not Just The Brand

BlissClub wasn’t just selling leggings.

They were creating a new category—Indian women’s performance activewear.

How? They made their customers part of the process.

🔹 Community-Driven Product Development

Every product—from leggings to sports bras—was co-created with real customers. They crowdsourced design feedback before launching.

The first product? The Ultimate Leggings. Sold out instantly.

🔹 Content That Educates, Not Just Sells

BlissClub doesn’t market products—they educate.

They talk about sweat-wicking fabrics, body-inclusive fits, and functional pockets.

Omnichannel Expansion Done Right

D2C got them to ₹50 Cr.

But real scale needed retail expansion.

Instead of rushing into marketplaces (like most D2C brands that bleed out), BlissClub played it smart:

🔹 Amazon, Myntra, Nykaa & Ajio → Expansion Without Discounting

They entered marketplaces strategically—not for volume, but for brand awareness.

No deep discounts. No eroded brand value.

🔹 Retail Stores → Trust + Experience

BlissClub launched flagship stores in Bangalore & Mumbai.

Why? Because touching the product converts better than any ad.

🔹 Retail Growth Without Killing Margins

Most brands lose money when they go offline.

BlissClub ensured profitability before scaling offline.

The Marketing Playbook That Doesn’t Burn Money

Most brands are at the mercy of Meta & Google.

BlissClub built marketing channels they own.

🔹 Influencer & UGC-Led Growth

They don’t do boring ads. They turn real women into brand ambassadors.

Instagram, YouTube, LinkedIn—content that educates and entertains.

🔹 Retention-First Marketing

WhatsApp & Email are not just sales channels—they’re relationship builders.

They nurture, engage, and turn one-time buyers into lifelong fans.

🔹 AI-Powered Personalisation

They use first-party data to predict what customers want next.

Customised recommendations = higher conversion, higher AOV.

This ₹100 Cr Growth Playbook Isn’t Just About Revenue

It’s about building a category, owning the brand-consumer relationship, and scaling profitably without playing the discount game.

The takeaway for D2C founders? Category leaders don’t just sell products—they build culture.

BlissClub’s journey proves that in the age of hyper-competition and skyrocketing CACs, brand love, retention, and deep community connections are the real growth levers.

Until the next one 🚀