Prabhkiran Singh and Siddharth Munot decided to flip the script in traditional fashion. They launched their D2C brand Bewakoof on April Fool’s Day and turned ‘quirky’ into a full-blown business strategy.
With bold designs, meme-worthy marketing campaigns, and unbeatable prices, this homegrown D2C powerhouse raked in INR 147.1 Cr in FY23.
🔥 10 Mn+ Total Customer Base
🔥 2 L+ New Customers Added Each Month
🔥 6.1 Mn+ Followers On Social Media
🔥 65% Repeat Customer Rate
These numbers are stunning, considering Prabhkiran and Siddharth set up the Bewakoof shop in 2012 with just 30 grand.
Bewakoof’s growth story is anything but foolish; it’s a masterclass in connecting with millennials and Gen Z through authenticity, humor, and sheer audacity.
So, how did this self-proclaimed quirky brand stand tall in an industry dominated by giants?
The answer lies in its fearless innovation, digital-first approach, and an uncanny knack for knowing exactly what its audience wants—even before they do.
Let’s unravel the growth playbook of Bewakoof 👇
Bewakoof’s meteoric rise as a digital-first fashion brand is rooted in a winning combination of SEO mastery, social media dominance, and content marketing brilliance.
Bewakoof has built an SEO strategy as quirky as its brand identity. The website is optimised to rank high for trendy keywords, from quirky t-shirts to affordable streetwear. This isn’t just about keyword stuffing—it’s a comprehensive effort that includes:
Localised Targeting (tapping into Tier II and III cities)
A Mobile-First Design (seamless navigation, fast load times, and intuitive design)
The payoff? Organic traffic drives a significant chunk of website visits, helping Bewakoof reduce reliance on paid ads while nurturing long-term brand discovery.
Bewakoof doesn’t just exist on social media—it thrives. With over 6.1 Mn followers across platforms, the brand has mastered the art of blending relatable content with strategic product promotion.
Engaging Visuals: High-quality images and creative videos showcase products in a way that grabs attention without feeling overly commercial.
Moment Marketing: By tapping into trending topics, cultural moments, and memes, Bewakoof keeps its content fresh and highly shareable. For instance, their posts during cricket matches or Bollywood releases create instant buzz.
UGC and Community Building: The brand encourages customers to share their Bewakoof looks, fostering a sense of community and trust. UGC campaigns not only boost engagement but also act as social proof for potential buyers.
Bewakoof’s brand tone is its biggest asset. They’ve built a social personality that’s fun, cheeky, and approachable. Whether poking fun at themselves or making sly cultural references, their captions amplify engagement.
The brand treats its audience like friends, often engaging in banter in the comments section—a move that humanizes the brand and deepens loyalty.
💠 A 4x return on YouTube ad spend, thanks to smart targeting and shoppable video content.
💠 Over 8,000 conversions directly linked to social media campaigns using YouTube Shopping Cards.
💠 30% of traffic is driven organically through their SEO strategy, lowering customer acquisition costs and maximising ROI
Bewakoof’s influencer-driven campaigns combine creativity and engagement with tangible business impact. By strategically involving 750 fashion influencers, the brand successfully generated a wave of user-centric, relatable content that resonated with its target demographic of millennials and Gen Z.
The campaign began by empowering influencers to select and style three outfits from the Bewakoof collection, giving them creative freedom to design engaging reels, carousels, and DIY videos.
With wallets recharged with INR 2,000, the influencers received a personal stake in creating high-quality content that resonated with their followers.
The choice of collaborators was no accident. The team focused solely on fashion-forward influencers who could align with the brand’s ethos of quirky yet stylish casual wear. Factors like follower count, city demographics, and audience engagement ensured that the content hit the right notes across urban and Tier II audiences.
Bewakoof’s journey from a quirky startup idea to a INR 147 Cr powerhouse is a masterclass in understanding and catering to the aspirations of young India. Their ability to blend humor with strategy, affordability with quality, and online dominance with offline ambitions makes them a brand to watch in the years to come.
For brands looking to emulate their success, the message is clear: Be bold, be relatable, and most importantly, never underestimate the power of being a little ‘Bewakoof’
Until the next one!
What do you get when two IIT graduates ditch the tech tropes and deep dive into the world of dry fruits and nuts? A snacking brand that dominates—Farmley.
When Akash Sharma and Abhishek Agrawal laid the foundation stone of Farmley, they had a clear objective – redefine the Indian snacking space. And, so they did!
If you think they’re just making nuts, think again! By 2023, they hit an ARR of INR 300 Cr, boasting a 400% growth in just two years.
How did Farmley climb the ladder so fast? Buckle up, this is a snack-sized success story you don’t want to miss.
For Akash and Abhishek, the genesis of Farmley was simple but impactful: connect farmers directly with consumers while ensuring premium quality. With over 5,000+ farmer partnerships, Farmley sources its ingredients through a transparent supply chain.
The company’s five farm-gate processing units further enhance quality control by minimizing transportation and preserving freshness at the source. This model not only eliminates middlemen but also ensures fair pricing for farmers—a win-win for all parties.
Can’t be more true to the name, can it?
The best part is the associated farmers have seen a 35% rise in income as Farmley’s value chain has eliminated middlemen and incentivised farmers to grow better quality produce. Further, close to 60% of the workforce at the processing units are women, and the startup has generated over 2.5 L annual employment hours for them.
And, we Indians, love a brand that serves a purpose!
Farmley’s rapid rise in the snacking industry is built on a combination of robust distribution, strategic digital outreach, and relentless product innovation. Here’s a closer look at the pillars driving their success.
“Currently we are sold at over 5,000 retail outlets. We aim to expand our offline presence across 60,000-70,000 outlets. The online channel contributes a large chunk to our business. But, as we scale-up, we expect offline channels to contribute 50% to the overall business soon,” Akash said in an interview.
This extensive network has enabled the brand to penetrate Tier II and Tier III cities, meeting the increasing demand for healthier snacking options in underserved markets.
To support this expansion, Farmley is doubling down on partnerships with regional distributors, focusing on high-margin areas, and introducing smaller SKUs to cater to price-sensitive customers.
Farmley generates significant business from its D2C model, with 35% of repeat orders indicating strong customer loyalty. This is largely driven by a combination of seamless user experience and efficient last-mile delivery systems.
The brand also leverages analytics to target customers based on regional preferences and seasonal demands. For instance, high-value items like flavored almonds see increased demand during festive seasons, while staples like raw cashews are popular year-round.
Farmley’s R&D team works tirelessly to create hero products in each category that stand out in the crowded market. These products resonate strongly with millennials seeking alternatives to traditional fried snacks.
They’ve also ventured into superfood snacks, targeting customers looking for functional health benefits, such as improved immunity and energy. However, bestsellers like honey-coated almonds and masala cashews account for a significant chunk of revenue, reflecting the growing demand for flavored dry fruits.
Currently, the brand boasts 100+ SKUs.
In a strategic move, Farmley partnered with Rahul Dravid, one of India’s most admired cricketers, as a brand ambassador and investor. Known for his discipline and trustworthiness, Dravid aligns perfectly with Farmley’s ethos of authenticity and quality.
The partnership has been instrumental in enhancing the brand’s credibility and visibility, especially among Tier II and III markets.
“Rahul Dravid brings a legacy of trust, and that’s exactly what Farmley stands for.”
In December 2023, Farmley raised INR 50 Cr from Jindal Group with participation from DSG Consumer Partners, Omnivore, and Alkemi Partners to:
💠 Expand offline footprint to tier II and III cities and rural regions
💠 Enter international markets, planning to launch in Southeast Asia, the US, Canada, and Australia
💠 Drive profitability. By FY25, Farmley intends to achieve break-even through high-margin products and efficient operations.
India’s coffee market has long been dominated by instant blends, but Bharat Sethi saw a growing niche for specialty coffees driven by evolving consumer preferences.
“Coffee is no longer just a morning ritual; it’s a lifestyle.”
To capture this cultural shift, Bharat launched Rage Coffee in 2018. With its bold flavors and savvy marketing strategies, Rage Coffee has quickly become a fan favorite.
✴️ INR 24.9 Cr revenue in FY24
✴️ Presence in 5,000 retail outlets
✴️ 1,000+ HoReCa touchpoints
✴️ 7.5 L+ Customer Base
The key differentiator? Infusing coffee with plant-based vitamins for a functional kick that resonated with millennials and Gen Z consumers.
Rage Coffee’s growth trajectory is nothing short of phenomenal. In December 2023, the brand crossed INR 100 Cr in cumulative sales, a testament to its robust strategy and consumer loyalty. Over 7.5 L customers have tried its products, with 80% of that base coming in the last two years alone.
Let’s dive into how Rage Coffee cracked growth, why it chose Virat Kohli as its brand ambassador, and what the recent GRM Overseas acquisition means for its future.
Rage Coffee built its initial momentum through its website and social media channels, tapping into a digitally savvy audience. Over time, it expanded its footprint across e-commerce platforms, ensuring it remained accessible to consumers across India.
By partnering with 75+ distributors and 5000+ offline touchpoints, Rage ensured a seamless omnichannel experience!
Onboarding Virat Kohli as an investor and brand ambassador was a game-changing move. Kohli’s association gave the brand credibility and amplified its visibility, especially among millennials and Gen Z.
As Sethi noted, “The deal was structured to ensure mutual value, and Kohli’s alignment with our vision made the partnership seamless.”
With 35% of its D2C website orders coming from repeat customers and 70% of revenue generated by loyal buyers, Rage Coffee has built a community of “Ragers” who swear by its products. Over 7.5 L customers have experienced the brand across different platforms, solidifying its position in the market.
Rage’s 30,000 sq. ft manufacturing facility in Manesar allowed them to maintain quality control and scale efficiently. This operational backbone supported the rapid rollout of products, including cold brew bags, frothers, and gluten-free snack bars.
Rage Coffee adopted a hyper-targeted marketing approach, leveraging influencers and social media campaigns. With periodic new product launches, the brand keeps consumers engaged and curious. Today, they have 18+ SKUs across categories.
▶️ Entry into High-Growth Markets: GRM sought to expand its portfolio beyond staples into high-margin, lifestyle products like coffee. Rage Coffee’s strong brand equity and innovative approach offered the perfect entry point.
▶️ Revenue Synergy: GRM expects its investments in digital-first brands like Rage Coffee to contribute 20% of its overall revenue in the coming years.
🔥 Infrastructure Boost: GRM’s operational expertise and resources will support Rage Coffee’s rapid expansion into new markets, including North America, Saudi Arabia, and Europe.
🔥 Increased Capital: This infusion will fuel Rage Coffee’s ambitious retail expansion and product innovation plans.
🔥 Retail Dominance: The partnership accelerates the rollout of Rage Coffee-branded retail outlets in India.
Rage Coffee’s journey is a masterclass in how a D2C brand can disrupt a legacy category with innovation, grit, and a finger on the pulse of its consumers. From being a bootstrapped startup to clocking INR 100 Cr in sales and attracting a powerhouse like GRM Overseas, the brand has consistently punched above its weight.
As it heads toward its INR 500 Cr dream, Rage Coffee is more than just a caffeine brand—it’s a movement. Whether it’s the flavor, the functionality, or the sheer audacity to innovate, Rage Coffee is a reminder that sometimes, all it takes is the right brew to stir up a market.
Here’s to brewing bigger dreams, one cup at a time.
So many brands have tried to carve a niche in the highly-commoditised market of kitchenware and appliances. But only a handful have been successful!
Co-founded by serial entrepreneur Ravi Saxena and culinary icon Sanjeev Kapoor, Wonderchef has cooked up a winning recipe for success. With a laser focus on innovation, premium quality, and a D2C strategy that resonates with modern Indian households, the brand isn’t just surviving—it’s thriving.
A staggering revenue of INR 700 Cr in FY24 underscores its relentless growth and market appeal. And the story doesn’t stop there. Setting sight on the INR 820 crore mark by FY25, the brand is poised to redefine the Indian kitchen experience even further.
At the heart of Wonderchef’s success are its signature products that promote non-toxic and oil-free cooking.
🔹Nutri-Blend: A multi-functional blender that has become a household name
🔹Cold Press Juicers: Catering to the growing demand for clean, nutrient-rich juices
🔹Smart Cookware: Designed with non-toxic coatings and elegant aesthetics
“Wonderchef stands for quality, elegance, and health in the kitchen. Every product we offer reflects this ethos,” shared Ravi in an interview.
Reportedly, Wonderchef spends a lean 4-5% of revenue on marketing, proving that impactful campaigns don’t have to be extravagant.
Wonderchef leverages engaging cooking tutorials, product demonstrations, and influencer collaborations across Instagram and YouTube. But, what drives more traffic is the endorsement of Chef Sanjeev. His presence amplifies the brand’s credibility and reach. The brand has 525K+ followers on instagram as of today!
Demonstrations at retail outlets allow customers to experience the product benefits firsthand, driving conversion rates and trust.
Wonderchef’s 82,000-strong Ladypreneur Network is a powerful sales engine, contributing to 70% of its offline revenue. These women serve as brand ambassadors in local communities, selling products directly to consumers and reinforcing Wonderchef’s connection with its customers.
While many legacy brands lean on traditional distribution channels, Wonderchef embraced the D2C model early, a move that has proved instrumental in its growth and around, reportedly, 30% of Wonderchef’s revenue comes from online channels, including its robust website and app.
Wonderchef keeps some of its premium or limited-edition products exclusive to its D2C platform, driving repeat visits and brand loyalty.
By creating a seamless online shopping experience, Wonderchef has built a direct relationship with its customers, cutting out middlemen and improving margins.
And numbers don’t lie!
Wonderchef has consistently positioned itself as a pioneer in bringing futuristic innovations to Indian kitchens, blending technology with functionality to redefine cooking experiences.
A prime example is the Chef Magic, an IoT-enabled smart appliance that comes pre-loaded with over 200 recipes curated by culinary experts, making it easier for users to explore diverse cuisines with guided precision.
Wonderchef isn’t stopping there. Plans are underway to launch a range of smart ovens and IoT-ready cooktops designed to sync with smartphones for customised cooking settings, temperature control, and remote operation.
With over 10,000 retail touchpoints, including modern trade, general trade, and exclusive outlets and a growing e-commerce presence, Wonderchef is gearing up for its IPO by 2026, and deeper penetration into Tier II and III cities.
India’s consumer tech landscape has seen a surge in homegrown champions, especially in the hearables and wearables space.
After the flag bearers – Boat and Noise, if there’s one brand that comes to mind, that’s Boult Audio!
Founded by brothers Varun and Tarun Gupta in 2017, Boult has already grabbed a 6.9% market share in the smart wearables segment, as reported by The Weekend Leader.
Highlight → Boult Audio hasn’t raised any funds from external investors yet!
With a product portfolio spanning over 100 SKUs and a focus on providing high-quality yet affordable tech, Boult Audio is growing leaps and bounds.
✅ INR 20 Cr Profit in FY23
✅ INR 750 Cr Revenue in FY24
✅ 10.7% market share in TWS (Truly Wearable Stereo)
✅ 25 Mn+ Customer Base
The secret sauce? Laser-sharp focus on Market-Centric Innovation.
Let’s dive into the growth strategies that have powered Boult’s rapid ascent!
Boult’s journey in the smart wearables market has been all about staying close to its consumers, ensuring that each product is tech-savvy, affordable, and accessible.
Varun shares that Boult’s innovation engine is powered by deep consumer insights.
“The Indian consumer wants tech they can trust without overspending. Our job is to meet that need, ensuring we bring high-quality, high-performing products to everyone, regardless of budget. Our products start from INR 999.”
This focused approach has allowed Boult to continuously enhance each category with features that matter most to Indian consumers.
From its fast-charging technology (Lightning) that offers 100 minutes of playback on a quick 10-minute charge, to ultra-low latency features and enhanced bass in its TWS earbuds, Boult has built its product line on real consumer needs.
But that’s not it – Boult keeps its portfolio comprehensive by focusing on high-demand products like TWS, smartwatches, and neckbands—wearable categories that saw a combined growth of more than 75% in 2023, as per IDC data.
And, by giving consumers what they need, Boult outgrew its competitors in 2023.
With over 20 million units sold by 2023 and a reported presence in 2,500 offline stores across 13 states, Boult has most certainly cracked the code of appealing to Indian masses!
Boult’s partnerships play a pivotal role in scaling its reach and ensuring that its products resonate with consumers, especially in Tier 2 and Tier 3 cities and beyond.
This focus on the larger Bharat market is not surprising, as Tier 2 and Tier 3 cities account for 26% and 49% of Boult’s revenue, respectively. In 2022, Boult formed an alliance with Simpl, a Fintech soonicorn and one-click checkout network, to further its reach in this demographic.
Guess, what?
Simpl’s pay-in-three option made it even easier for consumers to purchase Boult products, boosting Boult’s overall prepaid orders by 60 to 80%
Nitya Sharma, Simpl’s founder, explains, “Boult has emerged as a popular brand among Indian youth, and its focus on affordability and quality has paid rich dividends. By partnering with us, Boult has seen an increase in conversion rate and top line.”
With India’s dominance in the smartwatch market and global demand for wireless audio devices projected to reach INR 15,60,000 Cr by 2027, Boult’s timing is impeccable.
While Boult’s growth story has centred on India, the brand is setting its sights on international markets, with plans to expand into the UK, US, and the EU.
Here’s something that will make you scratch your head 👇
Boult has ambitious plans to create a cohesive IoT ecosystem, connecting Boult devices seamlessly and enhancing the user experience.
Imagine answering a call on your Boult smartwatch without needing Bluetooth or controlling music playback across Boult’s product lineup with a single tap—this is the future Boult is working toward.
As Varun puts it, “We’re here to build a brand that evolves with our consumers’ needs, and the IoT ecosystem is the next logical step in that journey. The possibilities are endless, and we’re just getting started.”
Ancient – that’s what India’s spice legacy is to the world!
Producing 75 of the 109 spice varieties listed by the International Organization for Standardization (ISO), India is the world’s largest producer, consumer, and exporter of spices with exports hitting an all-time high of INR 36,000 Cr in FY24.
Despite this, the domestic spice market largely remained unorganized and ripe for innovation.
Siblings Akash and Ashish Agrawal tapped into this massive opportunity in 2018, launching Zoff Foods.
Unlike legacy brands that manufacture, package & distribute using conventional methods, Zoff employed new-age technologies such as cold grinding and advanced zip-locking!
The result? A swift rise to prominence in India’s INR 1,80,760 Cr spice market, that’s growing at CAGR of 11.2%
Zoff’s growth trajectory has been nothing short of phenomenal!
💧 INR 93 Cr revenue in FY24, a 4x increase from FY21
💧 INR 1 Cr net profit in FY24, from INR 11.86 Cr losses in FY21
💧 100+ SKUs across categories
💧 65:35 revenue split (online:offline)
💧 60–70% repeat purchase rate (projected) by FY25
The company’s state-of-the-art manufacturing facility in Raipur is fully automated, almost eliminating human intervention and ensuring stringent quality control. Key features include:
🔺In-House Lab Testing: Every batch undergoes rigorous testing for purity and safety
🔺Temperature-Controlled Warehousing: A 10,000 sq. ft. facility ensures freshness and long shelf life
🔺FSSAI Standards: Adherence to the highest food safety guidelines
These initiatives have built consumer trust, allowing Zoff to scale effectively even in a market dominated by legacy brands.
Zoff has another major ace up its sleeve, a big advantage!
Cool Grinding Technology. Unlike traditional hammer mills that overheat and strip spices of their oils and nutrients, cold grinding ensures consistency, a superior texture, high nutritional value, and optimal taste, aroma, and nutrition.
With air-tight ziplock packaging, Zoff’s products boast top-notch quality.
Zoff’s pivot to e-commerce from general trade marked a defining moment in its growth story. After two years of battling high costs and complexities in GT, the pandemic forced the startup to rethink its approach.
With an INR 60 Cr investment in infrastructure, and losses piling up from an INR 30 Cr general trade push, Zoff had to let go of its 350-member sales team in 2020.
E-commerce offered the agility and scalability Zoff desperately needed, helping Zoff break even with just four core team members.
When general trade didn’t pan out, Zoff pivoted to e-commerce—and never looked back.
▶️ E-Commerce Power Play: Today, 65% of Zoff’s revenue comes from online platforms like Amazon, Flipkart, and BigBasket.
▶️ Quick Commerce Wins: Partnerships with Blinkit and Zepto have made their products accessible in under 20 minutes in urban markets.
▶️ Website-Exclusive Products: Exclusive products are sold directly on Zoff’s site, boosting brand loyalty.
Their strategy? Combine the convenience of marketplaces with the exclusivity of direct sales to hit the sweet spot.
In FY22, e-commerce sales alone brought in an INR 2.5 Cr turnover, helping the brand recover from initial challenges in general trade.
February 2023 saw Zoff take the spotlight on Shark Tank India, securing INR 1 Cr from boAt’s Aman Gupta.
The impact? A massive uptick in brand recognition and sales. Monthly turnover hit INR 5-6 Cr right away, fueled further by marketing on platforms like CRED and innovative paid sampling campaigns.
In 2024, Zoff secured INR 40 Cr in Series A funding, led by JM Financial Private Equity. This financial backing will be pivotal in:
❇️ Launching ready-to-cook meals, condiments, and seasoning kits
❇️ Moving into neighboring states like Maharashtra, Odisha, Telangana, and Jharkhand
❇️ Establishing a robust presence in general trade and modern retail outlets
With increasing demand for clean-label food products, Zoff is well-positioned to capture a significant market share. But it will be interesting to see how Zoff does that, considering 90% of the spice trade in India is attributed to general trade.
Meanwhile, these should be some takeaways from the Zoff story 👇
➡️ Tech integration is key to giving you a distinct competitive edge
➡️ Make your value proposition clear to the consumer
➡️ Diversify channels to reach broader audiences
Zoff isn’t just grinding spices—it’s grinding out the competition.
Taran Chhabra almost missed a train in Spain in 2016. Why?
Well, he was overpacked – he was travelling with 5 pairs of shoes, one for running, another for lounging, and the rest, just in case!
How convenient would it be if I would have one versatile shoe for all these activities?
With this thought, Taran embarked on a global learning journey to shoe manufacturing hubs and was struck by the industry’s reliance on synthetic, non-eco-friendly raw material.
Moved, Taran decided to pelt 2 birds with one stone (his D2C footwear brand, in this case) – Neeman’s.
🔷 Offer comfort, versatility, and style
🔷 Do some good for the planet
Taran cracked product moat using Merino Wool, a natural, renewable Australian fibre that’s soft, breathable, and perfect for use year-round. And this simple move turned out to their trump card – comfort delivered on the consumer’s doorstep.
As a result, Neeman’s has made some long strides (you would expect nothing less from a footwear brand)
🔥 INR 270 Cr valuation (as of Oct ‘24)
🔥 INR 69 Cr in FY23, a ~50% increase from FY22
🔥 80K+ pairs of shoes sold monthly
🔥 4.65 rating (average) on marketplaces
Let’s take a deeper dive!
Neeman’s is an aspirational brand – standard SKUs cost anywhere between INR 1,999 and INR 6,999.
That’s comparable with the discounted fares of mid-range sneakers by Adidas, Puma, and even Nike. This was the biggest challenge – finding a place (amidst global brands) in shoe cabinets.
What made it even more tricky was the mindset of the Indian consumer. People wouldn’t wear their shoes by Neeman’s even after paying top dollar. In short, it would be left in their shoe drawer. Seldom, people choose comfort over the typical Nikes!
Honest confession – we like to flaunt our Nikes as well!
The Solution: Dopamine Hit 🗝️
A dopamine hit at the following 3 consumer touchpoints, and all of a sudden they become your brand ambassadors.
❇️ Purchase
❇️ Delivery
❇️ First Experience
Taran made sure the website and mobile application are optimised to the core and deliver an unforgettable buying experience.
Next was delivery – plastic free wraps and customised messages did the trick here!
But the most significant part was to make sure consumers tried the shoes within 2 weeks of purchase, or they would simply forget about it!
So, Neeman’s reached out to new consumers within a week of purchase to inquire about their satisfaction or any encountered issues. For unresponsive customers, re-engagement efforts were focused.
This approach didn’t just solve the drawer problem but also boosted cross-sales!
The Result: 30% Boost In Repeat Orders!
Neeman’s observed a pattern – although the primary customer base was predominantly male, within 20-30 days, a significant portion made repeat purchases, albeit in smaller sizes—possibly for women or children.
Capitalising on this insight, the company engaged customers during this period, encouraging them to share their experience with others post-purchase, and catapulted repeat rates by close to 30%
Neeman’s started out as India’s first sustainable footwear brand and this positioning helped them acquire their first consumers. Turns out this wasn’t just a marketing gimmick – the brand truly cares for the planet – just their way of CSR, maybe?
But the numbers are incredible:
♻️ 3.2 Mn+ plastic bottles recycled
♻️ ~50K Kgs of tyres recycled
♻️ 5 Mn+ plastic bags avoided with paper packaging
We love when brands do good for the planet, don’t we?
These numbers turned out to be the secret fuel that propelled the growth story of Neeman’s! Coupled with the comfort quotient of shoes, this sustainability angle helped Neeman’s get that much-needed edge in the highly-commoditised footwear segment in India.
Numbers don’t lie, do they?
Few D2C brands have cracked the storytelling code quite like Nish Hair, the brainchild of actress-turned-entrepreneur Parul Gulati.
With a compelling backstory and relentless focus on innovation, Nish Hair’s journey is a lesson on how D2C brands can combine authenticity, powerful storytelling, and strategic digital campaigns to achieve explosive growth.
🔥 INR 17 Cr In FY24
🔥 692K Followers On Instagram
🔥 4X Growth In Sales Since FY23
Here’s an inside look at the brand’s growth story, driven by social media mastery, Shark Tank India fame, and an unwavering commitment to customer-centric innovation 👇
According to a report by Grand View Research, When Nish Hair was gaining momentum in 2020, the global hair extension market was valued at INR 15,000 Cr and is projected to grow at a 7.5% CAGR till 2030.
Nish Hair is perfectly poised to capitalise on this trend:
❇️ 300% growth in the demand for human-hair wigs
❇️ Nish Hair now offers everything from single strands to full wigs
But, Parul had her fair share of challenges – starting from scratch wasn’t easy. Parul recalls juggling logistics, sourcing, and marketing with little expertise.
“My mother and I handled everything. We built the brand brick by brick.”
One of Nish Hair’s biggest challenges was debunking myths around hair extensions—especially concerns about their durability and usability. Through targeted social campaigns and educational content, Parul was able to transform customer skepticism into trust.
💎 70% of website traffic originates from Instagram campaigns
💎 350k+ views per reel, boosting brand recall among beauty enthusiasts
💎 10% increase in cart recoveries and retention rates
With over 690K+ Instagram followers, Parul Gulati turned Nish Hair’s account into a storytelling hub.
Reels That Resonate: Tutorials showcasing how to use clip-ons, transformation videos, and relatable humor garnered an average of 350K+ views per reel.
UGC Magic: Customers flaunting their hair makeovers fueled credibility and engagement.
Data-Driven Insights: Understanding that women aged 18–35 were the primary audience, Nish Hair focused on targeting beauty-conscious millennials and Gen Z users.
Parul’s personal YouTube channel also became an extension of the brand, where her honest product explanations attracted a dedicated fanbase, driving substantial website traffic as a result.
Parul’s appearance on Shark Tank India wasn’t just a business opportunity—it was a marketing goldmine. From viral memes about her confidence to buzz around her ‘pretty privilege,’ Parul leaned into the conversation, ensuring Nish Hair stayed top-of-mind with a significant brand recall.
The moment Parul pitched Nish Hair on Season 2 of Shark Tank India, the brand witnessed an unprecedented spike in visibility and trust.
❇️ Funding Win: Nish Hair secured INR 1 Cr from Amit Jain for a 2% equity stake, valuing the company at INR 50 Cr
❇️ Sales Explosion: Orders jumped by 500% in just three months, driving annual revenue to INR 10 Cr in FY23
❇️ Partnerships: Armed with newfound funding, Nish Hair is now exploring offline opportunities, including salon partnerships and marketplace expansion
With plans to expand internationally and launch men’s hair extensions, Nish Hair is gearing up for its next chapter.
The future looks bright, and Parul’s mission remains steadfast: to transform lives with every product sold. As she puts it, “It’s not just about selling extensions; it’s about giving people confidence.”
Since the last 41 editions of The D2CX Newsletter, we’ve been juggling between the growth playbook of prominent D2C brands and industry deep-dives.
How about we break the pattern?
This one is about a 2-decade-old offline-first business that is metamorphosing into a D2C model. Let’s break down Colorbar Cosmetics!
The seed of Colorbar sowed in the mind of Samir Modi back in 2003, when he directly managed operations of Modicare’s cosmetics vertical.
The idea of a home-grown cosmetics brand outpacing the likes of Revlon, L’Oreal, and Unilever, sparked the lightbulb for Samir.
The journey of Colorbar has been nothing short of a roller-coaster ride – first scaling to INR ~250 Cr, a 40% topline reduction during the pandemic, and now coming back stronger, raking in INR 530 Cr in FY24.
🔥 3rd largest cosmetic brand in India
🔥 100+ exclusive stores
🔥 1200+ multi-brand outlets
🔥 AI-powered D2C website
A pureplay offline brand for 15 years, Colorbar made inroads into the D2C model in 2019 with the launch of its website.
But, creating an online presence wasn’t as simple as swiping on a new lipstick shade.
With limited search volumes on brand keywords and stiff competition for generic terms, Colorbar had to fight for digital visibility in a crowded market. The goal was to engage an untapped pool of online buyers, and turn clicks into conversions and browsers into buyers. and grow revenue.
Keyword Precision: Identified top brand, generic, competitor, and behavioural keywords for tailored campaigns.
Data-Driven Campaigns: Analysed top-viewed and best-selling products to create focused campaigns by geography and user behaviour.
Audience Expansion: Used Display Ads and YouTube Discovery Ads to grow audience pools for remarketing efforts.
Smart Solutions: From Dynamic Remarketing to Smart Shopping Campaigns, Colorbar left no stone unturned.
Creative Variety: From carousels to catalogue ads, each audience segment got personalised content to spark interest.
Brand Ambassadors: Leveraged celebrity endorsements to add allure and credibility.
Remarketing Power: Nudged cart abandoners with SMS, browser notifications, and exit intent campaigns.
Implementing these digital marketing strategies, Colorbar was able to gain substantial momentum for its online arm in a year of website launch.
🔹105.67% revenue growth
🔹98.86% boost in online transactions
🔹63.79% surge in website visits
🔹48.32% rise in new customers
🔹21.41% lift in ecommerce conversion rates
The revenue split of Colorbar is 80:20 offline to online, and while their online arm is picking up momentum (INR 106 Cr is a job well done), it is still far off from what Samir had envisioned.
According to a Statista report, the cosmetics market in India will hit the INR 57,000 Cr mark by 2029, with 2.62% CAGR.
It was only natural for new players to enter the market, vying for the lion’s share! And these brands, with their new-age strategies for online expansion, are giving Colorbar a run for its money!
To keep up with immediate competitors and upcoming players, Colorbar is banking on AI and revamping its website with state-of-the-art features, such as:
🔸Find It Right: A feature that helps customers choose the right foundation for their skin tone
🔸Skincare Diagnostics: A feature to help customers assess their skin condition, and then suggests suitable products
🔸Virtual Try On: A feature that allows customers to virtually try different shades and tones
The Idea → Give customers a delectable purchasing experience!
We will keep an eye on how the addition of these new AI features impact the online sales of Colorbar. Will you?
It was 2013 and pop culture had been gaining momentum in India; teenagers had their chamber of secrets (just like Harry Potter did) and millennials were mimicking Chandler Bing’s one-liners from FRIENDS!
Vedang Petal was no different, but he thought to himself – ‘how fun would it be to wear t-shirts with pop culture references?’
The light-bulb sparked brighter than Tony Stark’s arc reactor. With Aditya Sharma, Rohin Samtaney and Harsh Lal, he launched The Souled Store.
Cut to today, The Souled Store is thriving!
🔥 INR 1300 Cr Valuation
🔥 INR 236 Cr Revenue in FY23
🔥 70 L+ Lifetime Customers
🔥 2.5 L+ Online Orders Every Month
🔥 1.5 Mn+ Followers On Instagram
🔥 5 Mn+ Registered App Users
The Souled Store was one of India’s first brands to bring in licensed merchandise. The idea was to design, manufacture, and retail a wide range of apparel products from pop-culture themes like superheroes, movies, TV shows, and cartoons.
But, it was Sheldon Cooper’s Bazinga that got the first t-shirt impression!
The Souled Store stands tall as one of the rare pure-play D2C brands that seized a first-mover advantage and ran with it. Back in 2014, the founders invested a modest INR 20,000 to set up a dedicated website for online sales.
For the first five years, 100% of the brand’s revenue flowed through the website. They only stepped into Amazon’s marketplace and opened offline stores in 2019—proving that a strong D2C foundation builds lasting momentum.
Fast forward to today, 64% of the company’s annual revenue comes through its website and apps, with 21% from offline stores and 15% from marketplaces like Amazon and Myntra.
This is a stark contrast to most D2C brands, which often rely heavily on marketplaces and struggle to convert web traffic into direct sales.
From Superheroes to Minimalist Staples
With the solid backing of a loyal fanbase, The Souled Store has steadily expanded its horizons.
What started as a hub for quirky, fandom-driven merchandise has evolved into a lifestyle brand offering something for everyone. From bold superhero graphics to clean-cut, minimalist staples, the brand now draws over 40% of its sales from non-fandom collections.
Like most D2C brands, The Souled Store also increased their marketing budget in the post pandemic era and dedicated a major chunk to influencer marketing. But after spending about INR 8 Cr+, they realised this kind of promotion did not work for their product range.
This increase in budget, coupled with high discounts, led to significant losses – to an excess of INR 26.72 Cr in FY22. However, the founders recalibrated their strategies, cutting discounts from 20% to 7%, reducing ad spend, and focusing on customer retention strategies.
Also, their collaboration with logistics partner Emiza enabled faster order processing (from 24 hours to 12 hours) and improved customer experience, especially in Tier II and III cities.
The Souled Store thrives on social media, leveraging meme culture, nostalgic references, and celebrity collaborations to stay relevant. Their creative campaigns, like recreating the Brooklyn Nine-Nine theme song, resonate with their audience.
Partnerships with Sara Ali Khan and Hardik Pandya amplify brand reach and engagement.
In FY23, the company focused on reducing product return rates and improving customer retention through:
▶️ High-Quality Products: Ensuring superior quality to reduce returns to single digits
▶️ Customer Feedback: Direct calls with customers post-purchase to identify and address pain points
▶️ Optimized CAC: Customer Acquisition Cost stabilised at INR 100 per order
The decision to launch offline stores was strategic. While billboards cost upwards of INR 2 Lakh per month, retail spaces showed more promise in terms of both visibility and sales at a cost of just 1.5 times more.
From 22 stores currently, the brand plans to grow to 40 stores in 2024 and 200 in the next three years.
With a sharp focus on quality, innovation, and customer experience, The Souled Store is well-positioned for future growth. Plans include category expansion into sneakers and women’s wear, an aggressive offline rollout, and a potential IPO.
The Souled Store’s journey offers invaluable lessons for D2C brands: Build a loyal community, stay true to your brand, and prioritise sustainable growth.
Is your brand ready to make a splash in the D2C space?
Let’s hear your thoughts!
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