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S Shanthi Profile picture
@sshanthi3
Sep 2, 2020 • 5 tweets • 3 min read • Read on X
“Beauty is freedom – from being judged. Freedom to experiment. To be. Some beliefs are beyond targets and numbers,” Vineeta Singh @runophilia, CEO at SUGAR Cosmetics tell us

@kaushikmkj #beauty #D2C
Vineeta had always felt strongly about building something with women as the core target audience and that’s how SUGAR Cosmetics was born in 2015, with just two products, one of which became a bestseller and paved the way for expanding its stable to 450 SKUs today! @trySUGAR
SUGAR was digital-only till 2017, but cofounders always believed that a retail play is imperative to build a large business. Since then, the company has added over 40 exclusive outlets or kiosks with a presence in over 1,750 retail touchpoints.
#D2C #ecommerce #cosmetics
With consumers showing high engagement in smart content, SUGAR has expanded to longer videos and long-form articles. It now clocks 60% of all online sales on its app and this was just 10% in Feb. So, for this startup at least, Covid-19 has proven to be a D2C catalyst!
More on our conversation with the brand here:
inc42.com/features/for-t…

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More from @sshanthi3

S Shanthi Profile picture
Sep 22, 2020
For Zoho Corp, one of the biggest SaaS players in the Indian startup ecosystem, its people are its biggest asset. Is it why 59 former Zoho employees, according to @Inc42 Plus analysis, have launched 41 startups and secured a total funding of $493 Mn+? @zoho #SaaS
“The primary way we nurture our culture is by avoiding micromanagement and avoiding drowning people in corporate-speak, metrics, processes, KPIs and so on. We do not worship metrics,” @svembu told us in a conversation about former zoho employees turned founders
"We have just enough structure for us to stay organised and be productive, but not so much that people feel suffocated. I personally intensely dislike micromanaging anyone, and I transmit that to the company. This promotes a lot of autonomy," @svembu added
Read 8 tweets
S Shanthi Profile picture
Aug 8, 2020
The new-age #D2C brands are going beyond #marketing gimmicks. The focus is more towards delivering a product with a purpose and communicating the same through different marketing strategies and tools.
#D2Cmarketing #ecommerce
inc42.com/features/heres…
India's consumer brands are not only skipping the third-party retailers and distributors by going #D2C, they are looking at offering authentic brand experiences. The direct feedback gained through the D2C model helps them develop a strong brand narrative and build brand value!
“We focus on dissemination of information on hygiene through our social media campaigns and our products regularly get organically promoted by more than 8K social media influencers on platforms like Instagram,” says @vikkivik, founder, Pee Safe
Read 5 tweets
S Shanthi Profile picture
Aug 5, 2020
The rise of ecommerce platforms like @magento @WooCommerce, @ecwid, @BigCommerce @Shopify, others has made it simple for India's consumer brands to move online quickly and go the D2C way.
#ecommerce #ecommercebusiness #directtoconsumer #d2ctrends

inc42.com/playbooks/indi…
“Brands now want a scalable agile platform wherein they can launch their stores within a short span of time. They want platforms that support automation tools, innovative customer engagement tools and lower running costs,” says @Anuroof, Head of Marketing at @Shopify
For many #D2C brands, Shopify seems to be the go-to option as it offers a simple interface. However, few others have found a different fit for their businesses as well. For instance, for @Melorra_com, @magento as a backend platform solves the problems of scale and automation
Read 4 tweets
S Shanthi Profile picture
Aug 1, 2020
Despite the long-term vision of most D2C brands being autonomy in operations and vertical integration, why most brands in India have adopted an omnichannel approach? #d2c
"To go totally D2C, you have to be a well-funded startup with deep pockets and you should be betting on building a long term ecommerce #D2C business, or it becomes impossible to sustain,” The Man Company founder @hiteshdhingra
Relying on online marketplaces such as Amazon, Flipkart is key to achieving pan-India scale and then bringing the existing customers to native platforms. Some exceptions would be brands like Country Delight where 98% business comes from native platform chakrigade
Read 5 tweets
S Shanthi Profile picture
Jul 16, 2020
Animated content, VFX and mixed media are making a comeback in 2020. Will Covid-19 finally take animation to more audiences in India and go beyond kids’ stories? #animation
inc42.com/playbooks/atte…
“You have to start step by step. Before jumping completely into animation, which will be too expensive, we can try it as a background or to fill in gaps,” @Uday Sodhi, former business head of SonyLIV told @Inc42
The dragons on the global phenomenon were created by around 800 animators in an Indian subsidiary of LA-based @PranaStudios, in Mumbai’s Goregaon suburb. Can India, with its great animation talent, move beyond being only an outsourcing hub? @GameOfThrones
Read 4 tweets
S Shanthi Profile picture
Jul 11, 2020
In our analysis of electric vehicle space before the pandemic, industry leaders shared that the target of a 30% transition to EVs by 2030 is achievable. Does it still hold true?
inc42.com/features/missi…
“There has been tremendous progress in terms of the policy framework in terms of OEMs coming about, energy investments and tier-one suppliers. For the first time, we are seeing a big movement towards this area,” said @MainiChetan, cofounder, vice chairman, SUN Mobility
According to Datalabs by Inc42+ EV‌ ‌Market‌ ‌Outlook‌ ‌Report,‌ ‌2020‌, the capital inflow in electric vehicle startups has grown exponentially between 2014 and 2019.
Read 4 tweets

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