The QSR Hack That Gave Veeba Its First Wings To Fly

Starting with B2C can be brutal. Viraj knew this.

 

So, Veeba took the back door and targeted B2B first.

 

He focused on supplying high-quality sauces and condiments to QSR chains, targeting giants like Domino’s, KFC, Starbucks, and Pizza Hut. A strategic masterstroke!

 

This helped Veeba secure consistent cash flow, allowing the business to stabilise and scale.

 

Three wins here 👇

 

💠 Steady demand, giving the financial runway to grow without relying on retail sales

💠 Ramp up to international quality standards, which later became Veeba’s USP

💠 Invaluable insights into consumer preferences

 

Though B2B now contributes only 8% to Veeba’s total revenue today, it laid the foundation for the brand’s success.

 

 

 

Keeping Up With Consumer Preferences – The 2016 Shift!

This was the time when traditional tiffin boxes started getting replaced by quick, convenient meals like sandwiches, salads, and pasta.

 

Millennials and Gen Z, exposed to global cuisines and lifestyles, were driving demand for sauces and condiments that cater to these modern preferences.

 

Viraj was one of the first ones to identify this shift – remember the third point from the QSR section? 

 

He realised that condiments were no longer just side dishes; they were central to the dining experience.

 

Salad Dressing Market (INDIA)

 

 

The salad dressing market was growing leaps and bounds, and Viraj was at the right place at the right time.

 

He capitalised on this opportunity by creating sauces that combined global flavors with a desi twist—like Tandoori Mayo and Schezwan Chutney.

 

This marked the start of the Veeba revolution!

 

Crafting A Niche In The ₹5000 Cr Condiments Market

 

Viraj’s approach to product development is simple: don’t be a “me-too” brand.

 

The sauces are crafted to stand out, whether through unique flavors or health-focused formulations. This commitment to innovation has helped the brand maintain its competitive edge in a crowded market.

 

Products like eggless mayonnaise also appealed to India’s vast vegetarian population, cementing Veeba’s place in the category.

 

 

 

The Next Pitstop–Retail Domination

 

When Veeba entered the retail space, it didn’t follow the typical path of launching in metro cities first.

 

Instead, it began in Tier-2 towns like Chandigarh and Ludhiana, which allowed the brand to establish itself in smaller markets, where competition was less intense, and distribution was easier to manage.

 

The strategy paid off.

 

Today, Veeba generates 70% of its revenue from general trade, with modern trade and e-commerce accounting for the rest.

 

The brand has also expanded its reach to international markets, including the USA, Singapore, and Australia, positioning itself as a global player in the condiment industry.

 

Frugal Marketing Strategies For Hitting Homeruns

Veeba dedicates 20% of its revenue to marketing, with 80% of that budget going toward television campaigns.

 

Campaigns like Aaj Kya Khaoge? have made Veeba a household name, while cooking shows like Veeba Cook-Off have turned its products into kitchen essentials.

 

Social media also plays a crucial role in Veeba’s success.

 

The brand’s platforms are filled with engaging content, from recipes and tips to behind-the-scenes glimpses of its innovation process.

 

This multi-channel approach has helped Veeba build a loyal community of consumers who see it as more than just a sauce brand.

Veeba’s Secret Sauce For Exponential Growth

Viraj plans to invest heavily in R&D to drive product innovation and expand its footprint in both domestic and international markets.

 

New product launches are on the horizon, with a focus on categories like snacks, beverages, and even biscuits.

 

The goal isn’t just to grow—it’s to lead – and their growth clearly depicts so.

 

 

 

Veeba aims to set new benchmarks in the FMCG sector, redefining what it means to be a homegrown success story.

 

The next time you dip into a bottle of tandoori mayo or drizzle peanut butter on toast, remember this 👇

 

You’re not just tasting a condiment; you’re tasting the spirit of a brand that refused to give up.

 

Until the next one! 

 

 

FAE Beauty Turned Shark Tank Into A Launchpad For The Next Leap Of Growth

Karishma laid bare an ambitious vision: redefining beauty with inclusivity, authenticity, and sustainability at its core.

 

The sharks were hooked, and so was the nation. With bold campaigns, clean beauty formulations, and a commitment to serving every skin tone and type, FAE Beauty’s story resonated far beyond the boardroom.

 

 

 

 

Shark Anupam Mittal hailed FAE’s innovative approach, underscoring its massive market potential. But then Aman Gupta and Namita Thapar sealed the deal putting in INR 1 Cr at a valuation of INR 66.5 Cr.

 

An All-inclusive Playbook For D2C Success

FAE’s marketing doesn’t follow trends; it sets them.

 

Their #nosuchthingas campaign made waves by transforming labels like “too basic” into empowering product names. It wasn’t just marketing—it was a movement.

 

Unfiltered visuals challenge traditional beauty norms. Think untouched images, authentic skin tones, and models that reflect its audience. It’s beauty, raw and real, packaged for a generation fed up with filters.

 

 

 

A Magic Check Out That Dropped RTOs

FAE’s checkout process was once a bottleneck. It took 3 minutes to complete—far too long for today’s shoppers.

 

They incorporated Razorpay’s Magic Checkout!

 

Pre-filled forms now cut the time to under 30 seconds. COD intelligence blocks high-risk orders, reducing unfulfilled deliveries.

 

RTO rates? Down by a third.

 

This is just one instance. With resilience, grit, and perseverance, Karishma has been scaling FAE since 2019 and incrementally.

Tugging Heartstrings—And Pursing Strings 

The Desi Drink Lip Balm range, with shades like Noice Nimbu and Real Nariyal, blends fun with flavor.

 

Every product feels like a memory wrapped in modernity. Customers don’t just buy lip balm; they buy a slice of their childhood.

 

 

 

Inclusivity Isn’t A Buzzword At Fae Beauty

For FAE, inclusivity isn’t a trend. It’s a promise. Every product, campaign, and message is crafted to make everyone feel seen and celebrated.

 

From featuring queer representation to designing gender-neutral packaging, FAE ensures that beauty truly is for all.

 

Campaigns feel personal, thanks to influencer-driven user content. It’s beauty that belongs to everyone—exactly as they are.

 

But it isn’t just inclusivity that’s propelling FAE forward. A lot has to do with building relativity and creativity.

 

 

 

A Big, Bold, Beautiful Future For FAE Beauty

Expansion is inevitable. FAE plans to enter 10+ international markets by 2025. The focus? Makeup that’s inclusive, high-performing, and trendsetting.

 

Pop-up stores will bring the brand closer to customers, turning digital loyalty into offline experiences.

 

Karishma Kewalramani’s vision remains unchanged: to make beauty safe, accessible, and genuinely inclusive.

 

Until the next one!

 

 

Driving Relentless Innovation To Lead The Competition Curve

In-House Formulations: Unlike many brands, Earth Rhythm develops its products in-house with trained chemists, ensuring efficacy backed by scientific research.

 

Clinical Transparency: As the first Indian beauty brand to invest in independent clinical trials, Earth Rhythm assures customers of its claims.

 

ECOCERT & PETA Approvals: Each product is certified organic, cruelty-free, and eco-friendly, reflecting a commitment to quality and ethics.

 

 

 

 

“Our labels tell the full story because we believe consumers deserve to know what they’re using on their skin,” said Harini in an interview.

 

A Logistical Superpower In Disguise For Earth Rhythm

Running a D2C beauty brand is no cakewalk, especially when navigating the labyrinth of logistics. From managing inventory to ensuring seamless last-mile delivery, the challenges can pile up fast. But Earth Rhythm turned these hurdles into opportunities.

 

Here’s how 👇

 

Centralised Operations At The Core

 

By centralising production, packaging, and shipping operations, the brand minimises errors and ensures consistency in delivering the premium experience that customers expect.

 

Smart Warehousing: Getting Closer To The Consumer

 

Earth Rhythm has strategically set up multiple city-based warehouses. These hubs act as regional distribution centers, enabling quicker deliveries to urban metros and even Tier II and III cities.

 

Amazon Integration For The Win

 

Leveraging Amazon’s state-of-the-art logistics infrastructure, Earth Rhythm transitioned from 3-day deliveries to next-day shipping and, in some cases, same-day delivery.

 

Predicting Demand Surges

 

One of the biggest challenges in logistics is handling sudden demand surges, especially during peak sales seasons. The brand addresses this by outsourcing overflow to third-party delivery partners during high-demand periods.

 

 

 

How Earth Rhythm Does Marketing That Educates, Not Just Sells 

Transparency isn’t just a value for Earth Rhythm—it’s their winning strategy. From influencer collaborations to ingredient education, the brand ensures customers are always in the loop.

 

Collaborating with bloggers and wellness experts, the brand uses relatable, user-generated content to demystify its products. Think beauty tips that make the Ultra Defence Sunscreen feel like a personal recommendation, not a sales pitch.

 

Ingredient transparency sets the brand apart. Labels and online platforms detail every active component—like niacinamide or shikakai—explaining exactly what they do and why they matter. It’s skincare meets education, building trust at every turn.

 

 

 

The Acquisition Plot: Why Earth Rhythm Was A Must-Have For Nykaa

Nykaa’s acquisition of a majority stake in Earth Rhythm wasn’t just business—it was strategic. Here’s why Nykaa placed its bets:

 

Sustainability Matters: Earth Rhythm’s plant-based, 99% plastic-free ethos aligned perfectly with Nykaa’s commitment to responsible beauty

 

Differentiated Offering: With clinically-backed formulations and unique positioning, Earth Rhythm stood out in a crowded market

 

Rapid Growth Potential: Nykaa first acquired an 18.6% stake in 2022, followed by an additional 39% stake for INR 44.5 Cr in 2024, making Earth Rhythm a subsidiary.

 

“Earth Rhythm has a very differentiated positioning that complements Nykaa’s portfolio. It’s sustainable, inclusive, and designed for today’s conscious consumer,” said Falguni Nayar, CEO of Nykaa.

 

 

 

Building On The Rhythm For A Radiant Future

Earth Rhythm’s journey from a personal quest to a global skincare contender is a testament to the power of passion, innovation, and transparency. With a commitment to clean beauty, backed by rigorous R&D and a customer-first approach, the brand is not just redefining skincare—it’s setting new standards.

 

And, the brand’s growth numbers speak volumes.

 

 

 

 

Whether it’s through pioneering ingredient transparency, leveraging tech-driven personalisation, or fostering inclusivity, Earth Rhythm proves that beauty can be both ethical and effective.

 

Until the next one!

 

 

 

 

 

Combo Kills: The Perfect Stitches For A Mass Appeal

Shivam calls India’s Tier II-IV cities the brand’s “core market,” and for good reason.

 

By understanding regional preferences, leveraging localised marketing, and offering value-for-money products, Beyoung has tapped into an audience largely ignored by traditional fashion players.

 

Their legendary 4 t-shirts for INR 1,000 offer continues to intrigue customers.

 

But that’s not all – customers can mix and match sizes and colors to create their own combos.

 

Add to this their emphasis on plus-size inclusivity, customisable options and aggressive social media push, you have a recipe for mass appeal.

 

 

 

 

This strategy paid off, helping Beyoung:

 

💠 Build a customer base of 3 Mn+ with 90% of revenue coming from male shoppers

💠 Generate over 40,000 transactions per month

 

The Tech Behind Beyoung’s Growth Leaps

Behind every successful D2C brand is a solid tech backbone, and Beyoung is no exception.

 

Custom-Built Platform: Moving away from Magento, Beyoung now operates on a proprietary platform that ensures a seamless shopping experience

 

Data-Driven Decisions: Advanced analytics enable hyper-localised marketing, helping the brand decode regional preferences

 

AR On The Horizon: Plans to integrate Augmented Reality for allowing customers to visualize products before buying

 

This blend of innovation and customer-centricity has been instrumental in reducing returns and increasing conversions.

 

A Royal Touch Validated The Global Dream & Fueled Omnichannel Expansion For Beyoung

In 2024, Beyoung received a major boost with an INR 40 Cr funding round led by Klub and the Abu Dhabi royal family.

 

This strategic investment isn’t just about financial backing—it’s a seal of approval for Beyoung’s global potential. It paves the way to enter the GCC and MENA regions.

 

“This partnership will help us scale exponentially, reaching new heights domestically and internationally and touch base on our vision of launching 300 stores and achieve a GMV of INR 650 Cr by FY27,” said Shivam in an interview.

 

 

 

 

Starting with Bhilwara, Beyoung plans to open experience stores in Tier III cities while maintaining an online-first strategy for Tier I audiences.

 

“Our omnichannel approach is about balance—online for convenience, offline for experience,” says Shivam.

 

 

 

‘Ab Bano Roz Stylish’ With Bhuvan Bam

If there’s one thing Beyoung gets, it’s how to speak the language of its audience.

 

Enter YouTube superstar Bhuvan Bam, who joined as the brand’s inaugural ambassador in 2024.

 

With the campaign ‘Ab Bano Roz Stylish,’ Beyoung is hitting all the right notes to connect with its vibrant, trend-loving audience. Bhuvan’s quirky style and massive following are a perfect match for Beyoung’s mission of making everyday fashion accessible and fun.

 

Bhuvan echoed the sentiment, saying, “From basic styles to the latest fashion, Beyoung has it all. They’ve become my everyday fashion partner—now it’s your turn!”

 

 

It’s Just The Beginning For Beyoung

From a family-led startup in Udaipur to a national fashion powerhouse, Beyoung is proof that ambition, strategy, and execution can create magic.

 

With its eye on the future and its roots in affordability and inclusivity, this brand is not just selling clothes—it’s rewriting the playbook of growth for fashion brands in India.

 

Until the next one!

 

 

Their first venture, Waterwala, sought to streamline the delivery of water cans, but it failed to address deeper issues like contamination and quality.

 

Realising the market was crying out for disruption, the duo pivoted to launch DrinkPrime—a subscription-based service offering IoT-enabled water purifiers tailored to each locality’s water quality.

 

From its humble beginnings in 2016 to becoming a go-to solution for over 1 lakh subscribers, DrinkPrime has turned a personal struggle into a scalable, impactful business.

 

Let’s deep dive into how the brand cracked its subscription model and continues to grow with innovative tech, customer-centric strategies, and a mission to democratise safe drinking water.

 

Solving For Water Crisis Through A Subscription Model

DrinkPrime’s subscription model flips the traditional water purifier market on its head.

 

Instead of customers spending upwards of INR 20,000 on a device and an additional INR 4,000–5,000 annually on maintenance, DrinkPrime offers plans starting at just INR 339 per month, including free installation and lifetime servicing.

 

❇️ INR 339/month for individuals

❇️ INR 424/month for smaller households

❇️ INR 509/month, catering to families of four or more

❇️ INR 764/month, offering unlimited water for larger households

 

Unused water? It rolls over to the next month, ensuring value for money.

 

By removing hefty upfront costs and maintenance hassles, DrinkPrime made clean drinking water accessible to everyone—from urban millennials to tier-II households.

 

 

 

Scaling With IoT: Smart Purification For Smart Cities

What sets DrinkPrime apart from generic RO purifiers is its IoT-enabled tech. By mapping the water quality in each locality, DrinkPrime ensures its smart purifiers reduce contaminants without stripping essential minerals.

 

Real-time data analytics allow the system to adapt to changing water conditions, ensuring consistent quality

 

 

 

 

Subscribers can manage everything through the DrinkPrime mobile app:

 

💠 Monitor water quality in real-time

💠 Recharge, renew, or cancel subscriptions with a few taps

💠 Track water usage and access 24/7 support

 

This seamless tech integration builds trust and convenience, making DrinkPrime a preferred choice for over 72,000 installations and 1 crore liters of water dispensed.

 

The Secret To Drink Prime’s Affordability

DrinkPrime’s operational brilliance lies in its revenue-sharing agreements with hardware manufacturers. By avoiding upfront manufacturing costs, the company maintains affordability while scaling rapidly.

 

Additionally, IoT sensors collect real-time usage and maintenance data, enabling predictive servicing to avoid downtime.

 

This data-driven approach helps optimise supply chains, reduce wastage, and provide proactive maintenance, minimising customer churn.

 

No Marketing Jargon, Just Trust: The DrinkPrime Formula

In a market crowded with technical jargon and confusing specifications, DrinkPrime’s marketing strategy is refreshingly simple: Promise safe drinking water.

 

Deliver it affordably.

 

Key messaging revolves around:

 

🔥 The dangers of plastic water cans (microplastics and health risks).

🔥 Comparisons to traditional RO systems in cost and efficiency.

🔥 Stories of real users and their journey to clean water with DrinkPrime.

 

The brand’s clear, relatable communication has turned it into a household name in metros like Bengaluru, Mumbai, and Delhi-NCR.

 

 

What D2C Brands Can Learn From DrinkPrime

Build For A Pain Point, Not A Trend

 

DrinkPrime’s journey began with solving a genuine consumer problem—access to affordable clean water. Understanding customer pain points has fueled its sustained growth.

 

Leverage Tech As An Enabler

 

IoT, real-time data analytics, and predictive servicing have positioned DrinkPrime as a leader in the watertech space.

 

Think Long-Term Affordability

 

Subscription models work when customers see consistent value. By eliminating upfront costs and maintenance fees, DrinkPrime keeps customers loyal.

 

Align Business with Impact

 

From its CSR campaigns to sustainable practices, DrinkPrime proves that doing good can also be good for business. Its #DonatewithDrinkPrime CSR campaign provides safe drinking water to students in Bengaluru’s government schools.

 

DrinkPrime Is Quenching India’s Thirst, One Subscription at A Time

DrinkPrime’s story isn’t just about clean water; it’s about the power of innovative thinking and relentless execution. From overcoming operational hurdles to building a scalable subscription model, the brand has emerged as a shining example of how D2C businesses can deliver impact alongside profits.

 

 

 

With less than 10% of Indian households owning water purifiers, the market potential is enormous. The founders believe investor interest in watertech reflects a broader trend of innovation and sustainability driving the sector.

 

Startups like DrinkPrime, armed with technology and consumer-first models, are poised to lead this transformation.

 

Until the next one!

 

 

 

Armed with quirky taglines like #RAHOSAADAA #PEHNOSAADAA and with the goal of hitting INR 100 Cr ARR in FY26, SAADAA stands out as a beacon of simplicity and sustainability.

 

Till date, they’ve served over 1,30,000 customers with a remarkable 93% fit accuracy.

 

Why Settle For Almost When You Can Have The Perfect Fit?

Finding pants that fit well, feel great, and look stylish is no small feat—especially for Indian men, whose body types vary widely. Off-the-rack options often force customers to compromise on size, comfort, or style. 

 

The Pant Project disrupted the status quo with custom-fit pants that offer unbeatable comfort and style. 

 

From workwear formals to weekend-ready chinos and ultra-comfy joggers, their range spans over 250 styles, made with premium fabrics sourced globally and tailored to perfection.

 

The Pant Project’s Winning Formula 👇

 

♦️ Custom Fit: Customers can choose their waist size, inseam length, rise preference, and fit—slim, tapered, or relaxed

 

♦️ Power Stretch Fabric: Designed for comfort and durability, with a blend of spandex and elastane

 

️♦️ Advanced Customisations: From pleats and hem roll-ups to personalized monograms, every pant is designed to reflect the wearer’s individuality

 

️♦️ Free Alterations Policy: The brand’s hassle-free policy ensures each pant fits perfectly, with free reverse pickups for alterations—reinforcing customer trust and loyalty

 

 

 

Even The Sharpest Pants Can’t Shine W/O Smooth Backend Operations

The Pant Project faced the all-too-common struggles of growing D2C brands. Manual tracking processes relying on excel sheets led to delays, missed deadlines, and operational inefficiencies. 

 

Customers were left in the dark about order statuses, while the complexities of managing mass customization strained the supply chain. 

 

Jumping Over Operational Roadblocks

 

A state-of-the-art CRM analyses customer behavior, enabling hyper-personalized campaigns tailored to individual preferences.

 

On the factory floor, a proprietary ERP system tracks each pants’ journey through every stage of production, reducing errors, minimizing defects, and providing customers with real-time updates on delivery timelines. 

 

 

 

❇️ QR Code Tracking: Each pant order now came with a unique QR code, enabling real-time tracking from cutting to finishing.

❇️ Bottleneck Identification: Workflow templates identified process inefficiencies, streamlining operations.

❇️ Customer Delight: Real-time updates and transparency built trust, improving customer loyalty.

 

A ‘Mobile’ Team Driving 65% Sales 

In an era where 90% of shoppers browse on mobile, The Pant Project has invested heavily in creating a frictionless digital experience.

 

User-Centric Design: A San Francisco-based 3P partner optimises their mobile site with intuitive navigation and quick load times.

 

A/B Testing: Constant iterative experiments ensure that every click leads customers closer to checkout.

 

Shoppable Content: Clean, detailed product descriptions and photos inspire confidence in every purchase.

 

 

 

Tailoring The Perfect Fit With 100K+ Followers On The ‘Gram

Relatable reels that humorously capture the universal struggle of finding pants that fit perfectly have struck a chord with millennials and Gen Z alike.

 

Behind-the-scenes glimpses into the tailoring process foster transparency, making customers feel like part of the journey.

 

 

 

 

Interactive campaigns such as polls, Q&A sessions, and shoutouts to loyal customers keep followers engaged, turning casual viewers into dedicated fans. 

 

An Italian Designer Delivers Finnesse

To elevate its position in the market, The Pant Project collaborated with legendary Italian designer Guido Bertagnolio. Together, they launched a premium workwear collection that seamlessly marries style with comfort.

 

This exclusive collection is 👇

 

🔥 Made with super-fine merino wool, lycra, and recycled polyester.

🔥 Available in core colors and patterns, perfect for every occasion.

🔥 Designed to make Indian men feel stylish and confident year-round.

 

This luxury collection has solidified The Pant Project’s position as a leader in high-end custom wear.

 

Pants That Fit, Stories That Stick

From QR codes to luxury fabrics, The Pant Project isn’t just changing how we shop for pants—it’s changing how we think about them. 

 

And, customers are loving it. 

 

 

 

 

As The Pant Project looks to the future, its plans are as ambitious as its growth story. The brand is set to expand its product lines with waterproof and performance-oriented pants, catering to the evolving needs of its customers. 

 

Until the next one!  

 

 

Surprise!

 

This noon newsletter is our way of saying goodbye to 2024 and greeting 2025 with bold plans and bigger dreams. Don’t get used to it—we’re back to 8 PM on Thursday!

 

What happens when two Jaipur-based entrepreneurs combine their love for sustainability and fashion? A revolution in Indian retail is born.

 

Back in 2020, Akshay Shivpuri and Mahesh Tekwani turned their conversations about consumerism into a D2C brand that’s as minimalist as its name – SAADAA.

 

Their mission? To deliver fashion that’s affordable, durable, and eco-conscious—all without the guilt tax.

 

What started in a 100 sq. ft. garage with a handful of karigars (tailors) has become a sustainable powerhouse. Today, 200+ artisans craft SAADAA’s timeless basics, blending sustainability with style.

 

Armed with quirky taglines like #RAHOSAADAA #PEHNOSAADAA and with the goal of hitting INR 100 Cr ARR in FY26, SAADAA stands out as a beacon of simplicity and sustainability.

 

 

 

 

But what truly sets SAADAA apart isn’t just its product line—it’s how the brand has seamlessly leveraged tech-driven solutions, social media storytelling, and a strong commitment to sustainability.

 

Let’s unpack SAADAA’s remarkable growth story.

 

Sustainability That’s Chic, Not Cliché!

SAADAA is built on the philosophy that great fashion shouldn’t come at the planet’s expense.

 

From using breathable natural fabrics like cotton and linen to crafting eco-friendly packaging from recycled materials, sustainability isn’t just a buzzword for SAADAA—it’s at their core.

 

Zero-Waste Practices: Tags and visiting cards are made from plantable seed paper, adding an innovative touch to their eco-commitment.

 

Durability Over Trends: SAADAA’s “Better Basics” line focuses on timeless designs that prioritize longevity over fleeting trends, making them inherently sustainable.

 

Beyond the products, SAADAA’s impact extends to the people who make them. The brand focuses on upskilling and promoting micro-enterprises within its supply chain.

 

And, who doesn’t love a brand that drives impact?

 

This brand ethos coupled with timeless designs are key to SAADAA’s impeccable revenue rush to INR 28 Cr.

 

 

Building A Strong Customer Base Through The ‘Gram

With over 261K followers, SAADAA’s Instagram presence reflects its brand ethos: minimalism, sustainability, and authenticity.

 

Engaging Storytelling: Through relatable posts and quirky taglines like #RAHOSAADAA and #PEHNOSAADAA, SAADAA has successfully connected with its millennial and Gen Z audience.

 

Interactive Campaigns: The brand leverages polls, Q&A sessions, and customer testimonials to foster engagement, turning followers into brand advocates.

 

Shoppable Posts: By integrating Instagram Shopping, SAADAA has shortened the path from discovery to purchase, boosting direct conversions.

 

 

 

 

This approach has driven not just sales but also deep emotional resonance, with customers identifying SAADAA as a brand that aligns with their values. As of today, SAADAA has catered to 5L+ women, fulfilling 500K+ orders.

Navigating Logistics Wasn’t As Simple For SAADAA!

Every business faces growing pains, but for SAADAA, the challenge was clear: navigating the complexities of logistics and customer experience while scaling rapidly. Enter Shipway and GoKwik, two solutions that became the bedrock of SAADAA’s operational success.

 

The Shipway Effect

 

When SAADAA onboarded Shipway, their logistics went from chaotic to seamless.

 

❇️ 95% Drop in RTO Rates: Shipway’s AI-powered NDR (Non-Delivery Report) management flagged potential return orders early, allowing SAADAA to address issues proactively.

❇️ 55% Boost in Productivity: By automating processes like order fulfillment and customer tracking, SAADAA could focus on scaling its operations.

❇️ Enhanced Customer Experience: With white-label tracking and instant notifications, customer queries dropped by 80%

 

The GoKwik Advantage

 

SAADAA also turned to GoKwik to tackle cart abandonment

 

🔥 Improved Conversion Rates: GoKwik’s intelligent checkout flow reduced friction, leading to a 3X uplift in completed transactions.

🔥 Optimised COD Orders: By offering COD with fraud detection, GoKwik ensured SAADAA’s profitability wasn’t compromised by fake or failed deliveries.

 

Thanks to GoKwik’s checkout flow, 65% of SAADAA’s orders are now prepaid, all the way up from 30% in 2022.

 

Together, these partnerships didn’t just improve SAADAA’s bottom line—they created a smoother, more reliable shopping experience for customers, cementing the brand’s reputation.

 

 

 

Why Is SAADAA A Case Study In Resilience For D2C Brands

SAADAA’s story is one of grit, adaptability, and vision. Starting in a garage, the brand has scaled to a 3X YoY revenue growth and a 200+ team in just five years.

 

1️⃣ Leverage Tech for Efficiency: Platforms like Shipway and GoKwik are not just tools but growth enablers.

2️⃣ Build a Brand, Not Just a Product: SAADAA’s quirky messaging and eco-friendly ethos have turned customers into loyalists.

3️⃣ Go Where the Customers Are: A balanced omnichannel approach ensures maximum reach and engagement.

 

As SAADAA continues its journey, it’s clear that the future of fashion in India is simple, stylish, and sustainable.

 

What do you think?

 

Until the next one!

 

For Yushika Jolly, coloring hair was a way of life. Growing up in Gujarat, she experimented with vibrant shades using dye powders from her father’s factory. Her time in London exposed her to easily accessible bold hair colors, and this is when she realised there was a gap in India’s beauty market. 

 

Returning home, she and Siddharth Raghuvanshi set out to create Paradyes in 2021 and smash through traditional beauty norms with vibrant, semi-permanent hair colors designed for self-expression. From DIY kits to salon-quality shades, they made bold colors accessible for every Indian.

 

In 2021, they clocked a total revenue of INR 2.5 Cr, and this number went up to INR 3.5 Cr in the first two quarters of 2022. In 2024, they are raking in INR 5 Cr in monthly sales.

 

Let’s dive into the growth playbook of Paradyes.  

 

The Shark Tank Feature That Made India Dare To Dye

Shark Tank India was the real game-changer for Paradyes. The founders secured an INR 65L deal for 2% equity from Aman Gupta and Vineeta Singh, and gained immense publicity. 

 

🔥 Average Order Value: INR 1,100

🔥 Cost Of Raw Materials: INR 160

🔥 Cost Of Packaging: INR 40

🔥 CAC: INR 250

🔥 EBITDA: INR 240 per order

🔥 Gross Margin: 70-75%

🔥 Net Profit: 19%

 

 

Establishing A Clear Product Moat With Glossy Hair Tints

For three years, Paradyes offered bold shades that required bleaching—a significant barrier for many Indian consumers. Glossy Hair Tints, launched in March 2024. These ammonia-free, paraben-free, and cruelty-free tints catered to dark Indian hair without requiring bleaching.

 

The impact was immediate:

 

❇️ Revenue tripled during the festive season

❇️ Paradyes claimed the #1 bestseller spot in Nykaa’s hair color category

❇️ Sales stabilised at festive season levels in December 2024

 

The B1G1 Sale: A Case Study In Perfect Execution

Paradyes’ recent Buy 1 Get 1 sale broke all previous records, generating ₹47L+ in a single day.

 

 

 

 

Hero Products Shined

 

They didn’t shy away from including bestsellers in the sale. Result? Hero products contributed over 70% of revenue, with 70% of customers being first-timers.

 

Targeted Campaigns Championed Sales

 

The in-house team delivered 10 static ads and 2 videos with clear, engaging messages like, “One for you, one for your bestie!” Relatable, fun, and visually captivating, the creatives drove a surge in traffic.

 

Unlike traditional fears of cannibalizing regular sales, Paradyes hyped the sale days in advance, leading to a 15X increase in sales on the big day.

Loyalists? They accounted for 30% of repeat orders.

 

Dynamic Ad Budgets

 

With demand soaring, Paradyes dynamically adjusted ad spends, achieving a 7 ROAS and a 12% conversion rate.

 

 

 

How Paradyes Found Its Paradise In Gen Z

For Gen Z, hair color is more than a beauty product—it’s a medium of self-expression. Paradyes taps into this by evoking nostalgia and creating emotional connections:

 

Crowdsourced Colors: Engaging their audience through polls and feedback on Instagram to decide new shades, fostering a sense of community.

 

DIY Hair Makeovers: By promoting relatable and unfiltered transformations, Paradyes turns every customer into a brand ambassador.

 

Content-Led Campaigns: Their campaigns reflect the ethos of embracing imperfections, resonating deeply with younger audiences.

 

User-Generated Content (UGC): Encouraging real users to share their hair transformations builds trust and authenticity.

 

Instagram Polls: Engaging followers to crowdsource decisions for new shades and product launches.

 

This strategy isn’t just about building a following—it’s about creating a community of bold, confident, and expressive individuals.

 

 

 

A Shiny Future Ahead For Paradyes

Paradyes isn’t just transforming hair colors—it’s redefining personal expression in India. With bold marketing strategies, a product-first approach, and a growing D2C footprint, this brand is setting a new standard for creativity and authenticity in the beauty space.

 

At Paradyes, vibrant hues meet a future brimming with potential!

 

Until the next one!

 

 

The journey of R for Rabbit began with a personal challenge. In 2014, first-time parents-to-be Kinjal and Kunal Popat were navigating the vast, overwhelming market of baby products in India. Frustrated by the lack of safe, innovative, and accessible options, they saw a gap—a gap that they would fill with R for Rabbit.

 

This humble beginning in Ahmedabad led to the creation of a brand that has grown exponentially over the past eight years, becoming a household name in the baby products industry.

 

Today, R for Rabbit is a trailblazer in the direct-to-consumer (D2C) space 👇

 

💠 INR 172 Cr revenue in FY24 

💠 450+ SKUs

💠 2.5 Mn+ customers

💠 2000+ offline channel partners

💠 60:40 split between online and offline sales

 

 

It Wasn’t A Cakewalk For R For Rabbit! 

One of the key challenges R for Rabbit faced in its early-stage journey was managing an efficient supply chain. Initially reliant on imported products with long lead times (90-150 days), the brand struggled with inventory management and responsiveness to market demands.

 

However, with strategic partnerships like Streamline, R for Rabbit optimised its supply chain. By integrating cutting-edge demand forecasting and inventory planning solutions, they have reduced lead times and ensured seamless product availability.

 

The use of predictive algorithms increased forecast accuracy by 20%, minimising stock-outs and overstock situations.

 

Automation of planning processes eliminated manual errors and reduced planning cycle times by 40%.

 

Innovating For Tomorrow: Beyond Baby Gear

While R for Rabbit started out as a brand focused on baby gear, they have innovated and expanded into essential categories such as:

 

❇️ Compact Baby Wipes: Lightweight, travel-friendly, and eco-conscious solutions

❇️ Diaper Subscription Models: Offering convenience and substantial discounts to parents on everyday essentials with a seamless return and refund policy

❇️ Sustainability Initiatives: With a focus on ‘Make in India’, R for Rabbit now sources locally, supporting Indian manufacturers while ensuring high-quality standards

 

 

 

 

These initiatives have cemented their position as a brand focused on safety, quality, and sustainability.

 

Retention 101: Engage With Customers On A Personal Level

The brand’s success wouldn’t be complete without the story of its customers. R for Rabbit has cultivated a strong community of over 2.5 Mn happy parents. Their approach to customer engagement blends innovation with empathy:

 

🔥 City-Specific WhatsApp Groups: For parents from Delhi, Mumbai, Bangalore, and more

🔥 Loyalty Programs: Turning happy customers into brand ambassadors with cashback and exclusive offers

🔥 Interactive Content: Parenting tips, product launches, and engaging social media campaigns keep parents hooked

 

The Result? 25% Repeat Customers 

 

The Final Leap For R for Rabbit

R for Rabbit’s journey is one of transformation—from a personal struggle to an industry leader in baby products. With a customer-first approach, relentless innovation, and strategic growth, the brand has shown that with the right vision, a startup can revolutionise a sector and build a community that truly resonates.

 

 

 

 

As R for Rabbit looks to the future, its focus is on continued innovation and market expansion. They are set to deepen their presence in Tier 2 and Tier 3 cities. Moreover, their aggressive retail and marketing strategy aims to penetrate new categories, further strengthening their D2C footprint.

 

With a clear vision of becoming an “Amazing Baby Company,” R for Rabbit is a brand to watch out for.

 

Until the next one!

 

 

What do you get when two food-loving entrepreneurs mix bold flavors and a dash of entrepreneurial grit? You get MasterChow, a ready-to-cook (RTC) Asian cuisine brand that’s transforming Indian kitchens one bottle at a time.

 

MasterChow’s story began in 2016 with Wok Me, a QSR founded by Vidur Kataria and Sidharth Madan. Their goal was to offer premium, customisable Asian meals inspired by Subway’s “build-your-own-meal” model.

 

Within a year, Wok Me had fulfilled 60,000 orders, thanks to their signature sauces that kept customers coming back.

 

But the pandemic turned their growing restaurant business on its head. With dining out no longer an option, Vidur and Sidharth faced a crossroads.

 

The breakthrough came when Wok Me customers began asking for their beloved sauces to recreate meals at home. 

 

Seven days and a micro-factory later, MasterChow was born.

 

In just over three years, MasterChow has scaled from a modest INR 8.1 Cr in FY23 revenue to a staggering INR 40 Cr in FY24.

 

 

 

Scaling With Spice: What Sets MasterChow Apart?

MasterChow isn’t just selling convenience—it’s delivering authenticity. While competitors focus on generic offerings, MasterChow’s bold, handcrafted flavors have carved a niche.

 

Here’s what makes them a standout:

 

🔥 Diverse Product Range: From ready-to-cook sauces like chili garlic and chowmein to specialty noodles, condiments, and meal kits, they’ve redefined Asian home cooking.

🔥 A Bestseller Backstory: Their chili oil, inspired by social media trends, became an instant hit by offering convenience without compromising on flavor.

🔥 Tailored to Indian Palates: Bold, spicy, and flavorful, their products resonate with India’s love for zest in every bite.

🔥 Meal Kits with Recipes: They’ve taken the guesswork out of cooking, making it easier for even novice chefs to whip up restaurant-quality meals.

 

A ‘Saucy’ Marketing Strategy That Works

MasterChow’s marketing strategy is as flavorful as its products, blending authenticity, relatability, and creativity.

 

Instagram Mondays

 

MasterChow’s MasterChow Mondays is a hit among their followers. Every week, Vidur posts recipe videos using their sauces, fostering a sense of community and trust. With an entirely organic Instagram growth strategy, they’ve engaged audiences without spending heavily on ads.

 

 

 

 

Chef Ranveer Brar’s Stamp of Approval

 

In April 2024, MasterChow roped in Chef Ranveer Brar as their brand ambassador. The partnership adds credibility and reinforces their positioning as the go-to brand for “Asli Indo-Chinese” flavors.

 

 

 

 

Sampling To Drive Sales

 

Extensive sampling campaigns across grocery stores have turned curious tasters into loyal customers. “Once they try our sauces, they’re hooked,” said Vidur in a podcast.

 

A Business That’s Always Cooking

MasterChow’s growth isn’t just a happy accident—it’s backed by deliberate, strategic moves.

 

Omnichannel Distribution

 

You’ll find MasterChow everywhere. From major e-commerce platforms to quick-commerce marketplaces, and 2,500+ offline retail points, MasterChow is acquiring customers across all channels. They are planning to scale to 10,000 touchpoints within a year.

 

Rapid Production Scale-Up

 

From a humble home-based operation, MasterChow now produces 10,000 bottles daily at its state-of-the-art facility, ensuring quality and consistency at scale.

 

Constant Innovation

 

MasterChow is always iterating, with a product line that now spans 36 SKUs, including gluten-free noodles, versatile sauces, and condiments. Their focus on filling market gaps ensures they stay ahead of the curve.

 

 

 

What’s Cooking Next?

MasterChow’s future is as ambitious as its present. Here’s what’s on their plate:

 

Preservative-Free Commitment

 

MasterChow is doubling down on clean eating, aiming to eliminate preservatives while maintaining superior taste.

 

Expansion Into New Categories

 

Co-branded products, additional meal kits, and international markets are all part of the roadmap.

 

Why MasterChow Is A D2C Success Story In The Making

MasterChow’s meteoric rise isn’t just about selling sauces—it’s about selling a lifestyle and a story. Here’s what other D2C brands can learn:

 

✴️ Pivot boldly: MasterChow turned a pandemic setback into a thriving business by responding to customer needs.

✴️ Leverage storytelling: Engaging content, relatable branding, and authentic communication have built trust and loyalty.

✴️ Scale strategically: With a focus on infrastructure, product innovation, and market penetration, they’ve achieved rapid, sustainable growth.

As Vidur sums it up: “We’ve gone from 12 bottles a day to 12,000—and we’re just getting started.”

 

Until the next one!