She's from DPS RK Puram. Raised $85 mn. Competing against big fmcg players.
Maneesh Konkar
Driving Sales & Marketing Business Growth | Sales, Facebook & Google Ads Trainer | Online Courses | 75+ clients | 25k+ Trained | Contact me for Corporate Training & 1 to 1 Coaching
She's from DPS RK Puram.
IITM 2005. IIMA 2007.
Raised over $85 mn in four funding rounds.
She is holding her own against competitors like Marico Limited Procter & Gamble Lakme India Maybelline New York .
Who is she?
You guessed right. Vineeta Singh of
Here are key highlights of the SUGAR Cosmetics success story.
1. SUGAR Cosmetics is the third business venture that she and her Co-founder husband Kaushik Mukherjee have started.
The first two ventures both failed.
Leaders bounce back from failure.
2. Strong understanding of the Consumer:
SUGAR Cosmetics is one of the most followed brands on social media with 2.9 mn followers on Instagram & 1.82 mn on YouTube .
This helps in building content & community & becomes a "moat" in the highly competitive market that sugar operates in.
Leaders stay close to customers.
3. SUGAR Cosmetics is now profitable from Dec 2023.
Thus greater financial stability.
Less dependence on investor money, greater freedom.
Current year revenue run rate >Rs 500 cr.
IPO on reaching Rs 1000 cr with profits in next 2-3 years.
72% gross margin.
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Startup Business leaders drive profitable growth, not growth at all costs.
This also ensures less need for continuous funding rounds & lower dilution of equity.
4. Multiple #distribution strategies for growth.
The company set up its own Shopify store in 2015 & started selling thru marketplaces like Amazon & Nykaa .
Current focus is now to expand retail distribution from 50,000 outlets (The Economic Times Jan 2024) plus 200 odd own stores.
Target in CY is 60k retail outlets.
Own stores & the retail app enable faster product innovation & customer feedback.
#Marketing leaders drive business growth through wider #distribution #reach .
5. Category expansion for Growth.
Currently only in colour cosmetics which is a Rs 10,000 cr category.
With Kareena Kapoor coming on as an investor for the Quench skincare brand, that's a Rs 25k cr category to play in.
Great #marketing involves identification of different #categories for market expansion.
6. Dynamic #digitalmarketing #strategy.
Over the last 12 months, as performance marketing has become more expensive, they have reduced their spends on #performancemarketing & increased #brandspends .
This includes TV, #contentcreation & using #socialmediainfluencers .
Strategy is to build #brandawareness & increase #distribution reach to reduce #customeracquisition costs.
50% of the revenue now comes from offline.
Do mention additional points in the comments.