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  • Lenskart Marketing Strategy: Making Eyewear Essential, Affordable, and Fashionable

    Today, every 3rd person in India has something in common – spectacles. With the growth and excessive utilization of technology, there has been a jump in sales for laptops, desktops, and mobile phones. Thanks to our sedentary lifestyle and constant gazing at a screen, most people suffer from some form of eye problems.

    But, for people with eyesight issues, buying glasses was more of a hassle than living without them. You first need to visit an optician, get your eyes checked, and then select the right frame to suit your face and budget. Currently, more than 15 lakh spectacles are made and sold in the Indian market.

    All of this changed with the emergence of Lenskart in 2010. The founders of the brand wanted to not only make eyewear fashionable but also within the reach of people. The idea all started in a garage, and today it is one of the fastest-growing multinational eyewear chains with brands such as Lee Cooper, John Jacobs, and the infamous Ray-Bans vying for the top spots.

    This has all been possible thanks to Lenskart’s marketing strategy and campaign that helped them grow from a simple 30 customers a day to over 3000 today. So, put your glasses on, and let’s explore!

    Lenskart’s 4Ps of Marketing 
    Business and Marketing Strategy of Lenskart
    Best Marketing Campaigns of Lenskart

    Lenskart’s 4Ps of Marketing 

    Lenskart’s 4Ps of Marketing
    Lenskart’s 4Ps of Marketing

    Product: 

    Lenskart is one of the only eyewear brands in India that utilizes robotic technology to not only develop but also deliver accurate glasses. With special machines imported from Germany, you can expect perfect eye checkups. To tackle the problem of limited options, Lenskart provides a large range of frames in various designs and styles. Their main positioning is that glasses are not just for functioning but can also be a fashion statement. The platform also sells relevant items such as:

    • Contact lens: Lenskart sells contact lenses for daily, monthly, colored, and even toric lenses for astigmatism.
    • Prescription glasses: They have a variety of frames from different sizes, shapes, materials, and colours – that suit multiple preferences. It also has a large number of lenses – single vision, bifocal, and progressive – with features such as anti-glare, scratch-resistant coating, and UV protection.
    • Sunglasses: The platform offers various styles of sunglasses with multiple lens options such as mirrored, polarized, and UV-protected sunglasses.
    • Kids eyewear: Lenskart understands that children need eyewear as much as adults. Their explicit section for children is made from durable material that is both stylish and comfortable for kids.
    • Accessories: The brand has multiple accessories that are related to eyewear care and maintenance, cases, and even microfiber cleaning cloths.
    • Smart eyewear: Recently, the brand ventured into the realm of intelligent eyewear with products that integrate traditional eyewear with audio options.
    • Home eye check-up options: Lenskart has services such as home check-ups, where customers can try their selected frames at home before making a purchase.

    Pricing: 

    Lenskart follows a value-based pricing strategy where customers are charged according to the value of the products. The brand has grown at a rate of 150% in just a single year, with gross merchandise of INR 3000. As the platform caters to a wide customer base with multiple income levels, it provides products in premium, luxury, and cost-efficient segments. Some of its pricing and distribution strategies are:

    • Value-based pricing: The central line to Lenskart’s pricing strategy – providing value for money. The price of products they offer is based on the perceived value to the customer, affordable, and quality.
    • Tiered Pricing: The brand has a tiered pricing model that ranges from economically priced eyewear to premium options. Such a segmentation is important for Lenskart to cater to diverse customers.
    • Competitive pricing: Lenskart aligns its price with or charges slightly lower than its competitors. This means that they not only become a constant for customers but also provide them with a competitive edge over others.
    • Dynamic pricing online: Thanks to their online presence, Lenskart product prices are based on inventory levels, current promotions, and even demand.
    • Discounts and offers: Lenskart has frequent promotional pricing options that include loyalty programs, discounts, and seasonal offers. These help encourage customers to make repeat purchases and retain customer loyalty.

    Place: 

    Lenskart follows a hybrid distribution model – they sell both online and offline. Their website and app let customers browse and try the glasses via 3D. Not only that, they can also upload their prescription and make a direct purchase online. For those who prefer going to a physical shop, Lenskart also has physical stores across India where you can walk in for a free check-up and choose your glasses there directly. One of their first outlets was opened in Chandigarh in 2014, and then more than 250 stores opened across multiple cities such as Kolkata, Mumbai, Delhi, Bangalore, Rourkela, Patna, and Chandigarh.

    • Large online presence: Lenskart has a large online presence with its comprehensive eCommerce portal where customers can browse, virtually try on, and in the end buy glasses. This online approach helps them expand their reach.
    • Physical store: With over 3000 physical stores across multiple cities in India, Lenskart offers customers a firsthand experience of checking products, getting their eyes tested, and even getting personal support.
    • International growth: Lenskart has also grown internationally with stores in Singapore. This means that they are now working towards capturing the international market as well.

    Promotion: 

    Lenskart follows a multi-channel marketing strategy that includes social media distribution, SEO, content marketing, and influencer marketing to help connect with the present audience and even capture new ones. It also provides regular coupons and discounts to help retain customers and to keep them shopping with them. Some other promotion strategies include:

    • Lenskart Digital marketing and social media campaigns : The brand invests heavily in online marketing by using social media and digital ads to reach its large audience and connect with them through targeted campaigns.
    • SEO: Lenskart for their website uses keywords such as eyewear, computer glasses, and sunglasses, among others, to rank higher on search engines. The website is also optimized for all mobile, tablet, and desktop devices. As of August 2023, Lenskart had over 14.6 million visits to its website.
    • Celebrity collaborations: It frequently collaborates with influencers and customers to appeal to the young, trend-hopping crowd.
    • Customer engagement: With multiple customer engagement programs such as loyalty rewards, referral bonuses, and personalized email marketing, Lenskart can encourage customer loyalty and get repeated business.
    • Email marketing: By collaborating with netCore, an email marketing specialist, Lenskart has harnessed the power of email marketing. Their well-crafted campaigns keep customers informed about the recent updates in eyewear.

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    Business and Marketing Strategy of Lenskart

    Business and Marketing Strategy of Lenskart
    Business and Marketing Strategy of Lenskart

    Lenskart follows an inventory-based business model, where they reach their customers using social media campaigns to check their inventory of over 5000+ options. Let’s take a look at some of its strategies:

    Inventory-based business model

    With over 5000+ frame designs and over 45+ quality lens options, Lenskart stands at the helm of the eyewear industry in India. While developing its eyewear, the company focuses more on durability, quality, innovation, and services like 3D testing. By using German robotic technology, the brand makes Indian eyewear accurately up to 3 decimal points.

    Google ads are some of the most powerful forms of marketing in today’s digital era. Lenskart utilizes Google Ads to target popular keywords such as sunglasses, eyeglasses, and more. It also promotes its products via Google Shopping ads, but it does not stop there. Lenskart also uses display ads, app download ads, virtual ads, and more.

    Social Media Marketing Campaigns

    Lenskart Marketing Startegy - Social Media Marketing
    Lenskart Marketing Startegy – Social Media Marketing

    The brand is constantly running Facebook and Instagram ads along with conventional advertising options like email marketing, newspaper ads, TV ads, and more.

    SEO

    With a well-optimized and user-friendly platform, Lenskart makes it easier for customers to not only find their website (thanks to the keywords they target) but also order from it as well. With their strong SEO game, they have over 1.8 million visitors per month.

    Endorsement options

    The products of Lenskart are not just for maintaining eye care. They are also used for creating style statements. So when brand endorsers are used, it helps attract the younger masses. One of the first brand ambassadors of Layton’s cart was Katrina Kaif. After that, it was followed by Bhuwan Bam, the YouTuber. The brand is also associated with multiple other brands such as Vogue, John Jacobs, Ray Ban, and more. This helps customers get access to a wider range of glasses under one single banner.

    B2C Model

    Lenskart follows a unique business model – the B2C version. This strategy means that the brand sells its products directly on its own website or mobile app. The Business-to-Customer e-commerce strategy eliminates the middleman to make the products affordable for all. The brand even has multiple collaborations with major logistics companies like Delhivery, BlueDart, DHL, and others for quick delivery services.

    German Robotics Technology Eye Testing

    Lenskart uses advanced German robotics technology that can give an accurate reading of up to 3 decimal points. Customers can opt to have an eye appointment at home or visit the nearest Lenskart store to get their eyes tested.

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    Best Marketing Campaigns of Lenskart

    Over the years, Lenskart has had some innovative marketing campaigns that not only generate brand awareness but also increase revenue. Some of them include:

    Shape Up Your Fashion

    Lenskart Marketing Campaigns – Shape Up Your Fashion Campaign

    This campaign was directly set up by Lenskart as a fashionable eyewear brand. With highly creative video and editing work, the black-and-white ad film with the glasses in multiple shapes and colours gave this ad a whole new vibe. The brand showcased that glasses, while a necessity, can also be highly fashionable.

    Pride 22 #seethelove

    Lenskart Marketing Campaigns – Pride 22 #seethelove Campaign

    This ad campaign targeted mainly Millennials and Gen Z, who are more open to accepting the LGBTQIA+ community. The campaign was launched during Pride Month (June 2022) and featured a group of individuals from the community who tell us their stories, all the while wearing Lenskart glasses made with the Pride flag and symbol in mind. Through this campaign, the company not only promoted its products but also showcased its stand for a cause that could affect millions.

    The war of fair pricing – #KaranvsPeyush

    Lenskart Marketing Campaigns – #KaranvsPeyush Campaign

    This campaign, featuring Karan Johar and Peyush Bansal, was created to showcase Lenskart’s fair pricing strategy. Both have a humorous conversation that showcases the USPs of Lenskart – quality eyewear at affordable rates. Karan Johar was the perfect fit for the bougie character for whom high prices mean quality.

    Lenskart Business Model | How Does Lenskart Make Money
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    Nazar Ghati Durghatna Ghati 2.0

    Lenskart Marketing Campaigns – Nazar Ghati, Durghatna Ghati

    Launched during IPL 2021, Lenskart’s humorous ad campaign highlighted the importance of clear vision. Using funny cricket mishaps—like fielders colliding or missing catches—it drove home the message: “Nazar ghati, dhurgatna ghati.” One standout ad featured a player mistakenly wearing a protective cup on his face, cleverly promoting Lenskart’s quality lenses.

    Conclusion

    Lenskart has revolutionized the eyewear industry with its robust marketing strategy. With their campaigns and ad positioning, they have showcased how eyewear is not only a necessity but can also be a fashion. With its customer-centric approach, the brand provides quality, value, and convenience to its customers at affordable rates.

    Thanks to their creative campaigns and multi-channel marketing strategy (both online and offline), Lenskart has now solidified its place in the eyewear industry. And their $4.5 billion revenue is proof of it. 

    FAQ

    What is Lenskart marketing strategy?

    Here is Lenskart marketing strategy:

    • Inventory-based business model
    • Google ads
    • Social media marketing campaigns
    • SEO
    • Endorsement options
    • B2C Model
    • German robotics technology eye testing

    What is the USP of Lenskart?

    Lenskart’s USP is its AI-driven eyewear customization, affordable pricing, and free home trials.

    What is Lenskart target audience?

    Lenskart targets millennials and Gen Z, focusing on tech-savvy, price-conscious consumers seeking stylish, affordable eyewear.

    Is Lenskart affordable?

    Yes, Lenskart is affordable with options for every budget, from low-cost to premium eyewear.

    Where are Lenskart eyeglasses made?

    Lenskart manufactures its eyeglasses in India. The company operates a major manufacturing facility in Bhiwadi, Rajasthan, with an annual production capacity of 5 crore glasses.

  • GST Collections Reach Record INR 2.36 Lakh Crore in April, Signaling Robust Economic Momentum

    India’s Goods and Services Tax (GST) collections in April 2025 touched an all-time monthly high of INR 2,36,716 crore. This is not only the first time collections have exceeded INR 2.2 lakh crore in a month; it also eclipsed the previous best of INR 2,23,305 crore collected in March this year. Moreover, we haven’t even seen the collections settle at these amounts; we are seeing the Gross GST Collections rising at a decent CAGR of 14.6%, hitting the INR 9.66 lakh crore mark in the FY ending March 2025. 

    Reason Behind Hike in GST Collections

    Well, the domestic consumption and import activity is really what accounts for this. Domestic consumption has really taken off, as goods and services are being consumed and demanded like never before, and that’s leading to ripple effects through the economy as well. GST accounts for a significant share of annual revenue, making up 16.5 percent of the total.

    This is because it is a tax that is paid by practically everyone, is collected in large amounts, and has a very even flow throughout the year. Still, it seems quite clear that there was also a spike in GST collection in the past month. The government collected 1.75 lakh crore in goods and service tax (GST) for April 2023, which is an unprecedented increase and certainly much higher than expectations.

    India’s economic fabric and the effectiveness of cooperative federalism are resilient. Tax specialists think that the uniformity of policy implementation and the error-free coordination of central and state governments have made conditions ripe for much better compliance and reporting. They say that the federal government is taking the right steps, especially digitalization and oversight that is more driven by analytics than by people, to make tax evasion less likely and tax revenue much more likely.

    Global Trade and Policy Measures Provide a Boost

    April’s top bright spot for collection performance was high-profile growth in export activity, especially U.S.-bound shipments. Those surged in advance of expected reciprocal tariffs. So not only was this good for overall business volumes, but it was also splendid for GST since the way the math works is that profit leads to payments that lead to nice settlements.

    The government has decided to expedite refunds of the GST , especially for exports and refunds to medium and small enterprises (MSMEs). This has relieved working capital pressures across many industries. Despite the rising outflows of refund money, these experts believe that the liquidity infused into businesses will help consumers.

    Growth in GST was seen all over, with most of the major producing and consuming states recording strong double-digit increases. States like Uttar Pradesh, Gujarat, Maharashtra, Karnataka, and Tamil Nadu, each with over 10 lakh GST registrations, drove collections in a big way.

  • Mahindra, Tata Overtake Hyundai in April Auto Rankings

    The Indian automobile market witnessed a big shake-up in April 2025, with Mahindra & Mahindra and Tata Motors surpassing Hyundai in car sales. While Maruti Suzuki remains firmly in the lead, the real news this month is that Hyundai dropped out of the top three. Mahindra, for its part, notched a healthy 28% increase in unit sales to a total of 52,330. SUVs continue to drive this automaker’s growth, with models like the ScorpioN and the brand’s other unibody SUVs, including the XUV lineup and the BE6. Meanwhile, the electric XUV9e is also maximizing momentum.

    Tata Motors took the third spot with 45,199 units, although it recorded a 6% dip in sales. Hyundai was not too far behind at 44,374 units, with its sales nosediving by 12%. This is not the first time Mahindra has come ahead of Hyundai; it notably surpassed the Korean company in sales back in February of this year.

    SUV Strategy Shields Mahindra from Broader Slowdown

    When the compact car and sedan segments push hard against the overall car market, it is Mahindra’s focus on SUVs that appears to be hyper-driving it into a parallel universe where it is totally unaffected by the slowdown weighing upon those other segments. Demand for rugged, off-road-capable vehicles that are also suitable for use in everyday life seems to be growing too strong for the company to ignore.

    Different from Hyundai and Tata, which have a much more varied range of products including hatchbacks, sedans, and SUVs, Mahindra has directed its attention almost entirely to the SUV segment. This high-demand SUV focus has proven to be more resilient lately, especially since sedans seem to be losing popularity with consumers. Market analysts that follow Mahindra say its product positioning and design strategies are bettering the brand’s chances of making a noticeable impression in the market.

    Ranking Volatility Expected to Continue

    Given the uncertain market conditions, automakers are being careful. With geopolitical tensions and potential developments over international tariffs affecting consumer sentiment, many companies are putting short-term volume gains behind their efficient inventory management priorities.

    April’s reshuffling may not be a one-off event, observers in the industry believe. The competitive terrain among Mahindra, Hyundai, and Tata Motors is set to remain fluid for the foreseeable future. Sales performance may see-saw as each contender adapts its strategy, rolls out new models, and reacts to market demand.

    Mahindra’s leadership underscores a clear strategic focus: It’s going after revenue market share in the SUV segment, which it defines as “adventure ready,” instead of overall passenger vehicle volume leadership. In the meantime, other automakers, including Toyota, Kia, Skoda, and JSW MG, saw gains in April, indicating that upward movement for specific brands is still achievable, even in what is an overall hesitant climate.

  • Starlink Sets Sights on India with Multi-Partner Strategy

    Starlink, Elon Musk’s SpaceX venture, which offers satellite broadband, is actively exploring partnerships in India with a range of players across the satcom, telecom, and broadband sectors. Companies like Hughes, Nelco (of the Tata Group), and BSNL are in talks with the company. According to people familiar with the matter, Starlink intends to pursue an India strategy that combines direct operations with partnerships.

    Starlink is employing a parallel strategy in India that has worked successfully in other international markets. It has sought out Indian telecom partners for distributing its service to customers that these companies can reach. India’s third-largest telecom operator, Vodafone Idea, has also expressed interest in engaging with satcom providers such as Starlink. This signals a growing appetite for satellite internet services to meet  the  demand for rural and remote connectivity.

    Infrastructure Plans and Market Readiness

    Starlink is all set to serve even as it awaits the last clearance from the regulators. It has, however, made a public show of setting up its infrastructure in India in a big way and has very much signaled its intent to begin service as soon as the licensing is in place. To that end, it has operational plans here that call for three gateway stations to be set up in Mumbai, Pune, and Indore, along with what it calls a point of presence in Mumbai to anchor its operations across the subcontinent.

    Starlink has a huge global capacity already because it has sent so many satellites into space. It has 30,000 second-generation satellites in the pipeline; these will beam down even better internet signals than the first-generation satellites. Starlink has a reassurance in internal assessments that its bandwidth capability and coverage in India far exceeds anything else from the other satellite companies currently in the Indian market.

    Regulatory and Security Challenges

    Although much of the regulatory groundwork is close to being finished, several sticking points remain. The Department of Telecommunications (DoT) wants companies that offer satellite services to set up monitoring across India’s borders, including in sensitive regions like Jammu & Kashmir and Ladakh. This isn’t something Starlink has committed to yet, and it has consequently slowed final approvals.

    The company, however, has consented to set up a control and monitoring center for the domestic network and certified it would not route data through gateways in countries that share a land border with India, in line with national security priorities. It has also furnished In-SPACe, the Indian space regulator, with the necessary paperwork and is said to be on the verge of obtaining the requisite licenses that come under the GMPCS umbrella. In India, Starlink is focused on bringing broadband to areas that have no access at all or only very poor access to the internet. Its main push is in the North-East and other remote terrains.

  • Kohl’s Sacks CEO Ashley Buchanan Over Policy Breach, Michael Bender Steps In

    Kohl’s Corporation, the huge U.S. department store operator, has ousted chief executive Ashley Buchanan after she was found to be in breach of company policy, according to an internal investigation. A regulatory filing revealed that Buchanan had been up to her neck in vendor conflicts that also involved some undisclosed interest on her part, violating corporate governance rules.

    Buchanan’s departure, though it came suddenly, was made clear not to be connected to Kohl’s financial results or its larger operational structure. The company stated that no other executives or staff were involved in the findings. Buchanan, who took on the role of CEO in November, has also been taken off the board of directors, and his re-nomination for election as a director at the upcoming shareholder meeting has been formally withdrawn.

    Michael Bender Takes Over as Interim CEO

    Taking over as interim CEO is Michael Bender, a retail and consumer goods industry veteran with executive experience that stretches back decades. Bender is a relatively recent addition to Kohl’s board, having joined in 2019, but he has been serving as its chair since May of this year. Since the news broke about Kohl’s plummeting performance over the last couple of quarters, Bender has taken on the task of serving both as a board member and as Kohl’s executive lead.

    Representatives of the board stressed that Bender’s appointment makes sure there is continuity in this transitional period. A formal search for a permanent CEO, who will succeed Bender, will be initiated shortly. Kohl’s has engaged a leading executive search firm to manage this process.

    Bender has a long track record of not just operational efficiency but also long-term profit growth, and the nominating and governance committee expressed full confidence in Bender being able to guide the company while leadership is being realigned.

    Retail Headwinds and Sales Forecasts

    Kohl’s is facing stiff competition from the e-commerce sector and consolidated big-box retailers like Walmart and Costco, as has the rest of the department store industry. Kohl’s core customer, women ages 25 to 54, has been walking through its doors less frequently, visiting the store an average of just 1.9 times a year in 2021. By comparison, those same women visited Kohl’s an average of 3.4 times a year in 2013.

    Early outcomes for the first quarter show a similar sales downturn between 4% and 4.3%. While these numbers are slightly better than the analysts’ predictions of a 6% drop, they nonetheless paint a picture of inadequate demand. Looking ahead, the company has forecast a first quarter loss between 20 and 24 cents per share. Indeed, this is a tighter range, and consequently a more favorable forecast, than the 52-cent loss analysts had been looking for.

    To boost profits, Kohl’s had previously declared that it would close 27 stores by April, cutting underperforming locations and “optimizing its retail footprint,” as the company put it.

    Investor Sentiment and Market Response

    Investor sentiment got a small boost from the Kohl’s episodes. The company’s stock went up 7% after the announcement but remains down 52% year-to-date. The uptick could be attributed to relief that the problematic internal issue was resolved in a relatively clean way and slight enthusiasm over better-than-expected sales figures.

    With eyes on Kohl’s leadership transition, interim leaders have an opportunity to assure stakeholders the company will remain on its current course. They can do this by presenting clear, convincing narratives about how the company plans to overcome today’s challenges and return to growth.

  • Nykaa Business Model: How Nykaa Wins the Beauty Game | How Does Nykaa Make Money

    Are you aware of any lucrative eCommerce platforms from the last ten years? Technically, no. As they were either bought, as Walmart did with Flipkart, or they were categorized as Infibeam. However, none of them succeeded on their own. In the last decade, over 20 online stores have attempted their fortune in India, but none had succeeded until Nykaa, a retail label that sells cosmetics, wellness, and fashion items, entered the fray. This firm has developed so much that it extended from an internet label to an omnichannel approach in 2015, which has enabled Nykaa to become a market leader.

    About Nykaa
    How Was Nykaa Founded?
    Nykaa Business Model
    What Is Unique About Nykaa | USP Of Nykaa
    How Does Nykaa Make Money | Nykaa Revenue Model

    About Nykaa

    Nykaa is an Indian eCommerce firm that offers cosmetics, wellness, and fashion items through its portals, apps, and over 100 physical locations in India. Falguni Nayar, a senior managing director at Kotak Mahindra Capital Firm, started it in 2012 as a billion-dollar firm. It offers items made in India and those made elsewhere in the world.

    The firm transitioned from a web-based to an omnichannel business in 2015 and started selling things other than beauty products. It introduced Nykaa Pro in 2020, and Nykaa Fashion Limited began operating in Delhi in December 2020, with the goal of making its fashion company omnichannel. It also began selling over 2,000 labels and 200,000 items through its multiple networks. Several women who desire to begin their own eCommerce firms can draw ideas from this company.

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    How Was Nykaa Founded?

    Nykaa’s triumph is encouraging to us since few people over 50 have the confidence to resign and create a business from the ground up, yet Falguni Nayar did just that and founded Nykaa. She grew up in Mumbai and earned a finance degree from IIM Ahmedabad. She accepted a strategy consulting role after her MBA and served in a fine position at Kotak Mahindra Bank. However, in 2012, she launched the “Nykaa” label.

    She once visited a Sephora store in another country and was astounded by the diversity of beauty merchandise under one dome. There were also complimentary samples, makeovers, and a bunch of discourse about beauty going on around the store. It was a woman’s fantasy come true.

    This level of beauty diversification, expertise, and impartial advice was not offered to Indian women. For them, purchasing makeup meant a trip to the local pharmacy or a cosmetics boutique with untrained employees. High-end products were usually accessible in malls and high-street retail stores, giving customers few options. Falguni spotted a chance. At the stroke of 50, she left her senior management post at Kotak Mahindra and started Nykaa.com. The rest, as they say, is history.

    Nykaa’s in-house brands consist of:

    Nykaa Subsidiary Description
    Nykaa Cosmetics & Naturals In-house personal brand offering makeup, body care, and skincare products
    Nykaa Fashion Provides apparel, bags, accessories, and more
    Nykaa Man Offers men’s skincare, haircare, and grooming products
    Nykaa Pro Grants beauty and makeup professionals access to multiple brands
    Nykaa Network An interactive beauty forum for users to engage and share beauty tips, tricks, and recommendations

    Nykaa Business Model

    Nykaa Business Model Canvas
    Nykaa Business Model

    Let’s explore Nykaa business model and the key factors that have contributed to its success.

    Its inventory-driven business model for the BPC (Beauty and Personal Care) category is one of its key benefits. While it faces the risk of expiration and incurs inventory costs, it enables the firm to provide identification for all its items and ensures availability and prompt delivery. Its solution enables fungible stock across traditional and digital channels, making stock management easier.

    Online BPC buyers are concerned about the increasing availability of counterfeit goods. As a result, a guarantee of legitimacy provides buyers with peace of mind.

    Omni-Channel Strategy

    Nykaa has a strong omnichannel marketing strategy that includes various touchpoints to engage with customers. This includes email marketing, social media marketing, influencer marketing, and offline events. By leveraging these various touchpoints, Nykaa has been able to reach a wider audience and create a strong brand presence.

    It also has a geographic footprint in over 45 cities. It aims to expand its physical storefronts.

    The function of retail stores is twofold:

    • They give customers the opportunity to try out things before making a decision.
    • They build a more resilient distribution network that will allow for potential hyperlocal delivery.

    Shops also provide face-to-face encounters with experts and, in the case of some multinational premium brands, play a key role in personal branding.

    Affiliate Program and Content-First Strategy

    Nykaa is capable of promoting broad brand and influencer-led learning through innovative and engaging content across video and textual forms, thanks to a team of over 3000 influencers and 12.6 million fans across prominent social media sites. The Nykaa army generates and shoots the bulk of Nykaa’s material in-house.

    Furthermore, the Nykaa Affiliate programme uses influencers on a wide scale, allowing external creators to create material on their part across multiple digital channels. The support of well-known influencers adds to the platform’s credibility.

    Focus on Beauty and Wellness

    The business model of Nykaa is focused exclusively on the beauty and wellness industry. By narrowing its focus to a specific niche, it has been able to establish itself as a specialist in this area. This has helped Nykaa create a unique brand identity and gain the trust of its customers.

    Exclusive Product Range

    Nykaa has a range of exclusive products that are not available on any other e-commerce platform. This has helped Nykaa create a unique selling proposition and differentiate itself from its competitors. The exclusive product range includes its own in-house brand, Nykaa Cosmetics, as well as other exclusive beauty and wellness products.

    Tech-Enabled Operations

    Nykaa has a strong focus on technology, which has helped it to optimize its operations and enhance the customer experience. Nykaa has invested in various technologies, including artificial intelligence and machine learning, to personalize the customer experience and offer customized recommendations.

    What Is Unique About Nykaa | USP Of Nykaa

    Nykaa’s BPC offering is extensive, with about 200K stock-keeping units (SKU) spread across a range of nearly 2500 worldwide, local, premium, and niche brands. It also sells things under its own label.

    The consumer experience starts with a one-of-a-kind approach to product research that includes handpicked pieces and keyword or aesthetic look searches. Buyers may then search for merchandise using ratings, testimonials, how-to videos, and influential material, and interact with product specialists. This enables an immersive element, with the quality of the suggestions constantly increasing based on each client’s unique retail habits.

    Tech Supremacy

    It’s constantly improving its digital platform, not just to meet today’s difficulties but also to ensure future flexibility. The company’s data crew can use large volumes of data to offer dynamic, hyper-personalized customer experiences throughout their platform trips.

    A Step Into the Glamour

    Nykaa Fashion, a selected and supervised Taobao, started in 2018. It houses 1350 labels and over 1.8 million SKUs with fashion items across 4 customer segments: women, men, juniors, and home merchandising, which covers clothing, accessories, jewelry, and housewares. It selects designer labels and evaluates them for design and content. It has a customer base of less than 2% in the online fashion business, which is projected to be valued at INR 439 billion.

    How did Nykaa BEAT Amazon & Flipkart in e-Commerce War?

    How Does Nykaa Make Money | Nykaa Revenue Model

    Nykaa holds items bought directly from manufacturers in its warehouses, where they are supplied whenever there are online or offline purchases. Buying straight from the manufacturers results in larger profit margins and increased market rivalry. It serves as an overarching brand for its health and cosmetics goods, which are sold through its stores and online. It also guarantees delivery within 1-4 days of the order being placed.

    Nykaa’s revenue model encompasses a diverse range of strategies, including product sales, B2B sales, advertising and promotions, influencer marketing, and premium product offerings. By capitalizing on these revenue streams, Nykaa has cemented its position as a key player in the Indian eCommerce industry.

    According to unaudited financial statements from the Bombay Stock Exchange (BSE), Nykaa’s revenue increased to INR 1,874.74 crore in Q2 FY25, compared to INR 1,507 crore in Q2 FY24. Its revenue from operations grew by 24.4% in the quarter ending September. Its profit also jumped by 66.3%, reaching double digits.

    Nykaa Financials FY23 FY24
    Operating Revenue INR 5144 crore INR 6386 crore
    Total Expenses INR 5136 crore INR 6346 crore
    Profit/Loss Profit of INR 21 crore Profit of INR 40 crore
    Nykaa Financials FY24
    Nykaa Financials FY24

    Nykaa Marketing Strategy to Reach The Target Audience
    Nykaa is one of the leading seller of wellness and beauty product marketplace. Read to know the market strategy of Nykaa that made it successful.
    StartupTalkySandhya Raju

    Conclusion

    Nykaa has become a prominent player in India’s e-commerce industry with its unique business model that focuses on providing high-quality beauty and wellness products, excellent customer service, and innovative marketing strategies. The company’s strong online and offline presence, personalized customer experience, and diverse product range have enabled it to differentiate itself from its competitors and establish itself as a leader in the Indian beauty and wellness market.

    Moreover, Nykaa’s success is not just limited to its business model, but also in its commitment to customer satisfaction, employee engagement, and corporate social responsibility. The company’s initiatives to empower women entrepreneurs and promote gender equality in the workplace have been widely recognized and lauded.

    FAQs

    What is Nykaa?

    Nykaa is an Indian beauty and wellness e-commerce platform offering cosmetics, skincare, and personal care products online and in stores.

    What is the revenue model of Nykaa?

    Nykaa is an eCommerce company that sells its products and products of its partnered brands through its online and offline stores.

    What does Nykaa do?

    Nykaa, headquartered in Mumbai, is a prominent Indian eCommerce company specializing in beauty, wellness, and fashion products. It distributes its diverse range of offerings through its website, mobile app, and an extensive network of over 100 physical stores across the country.

    What type of business model is Nykaa?

    Business model of Nykaa is an inventory-based model. The company purchases the products directly from the manufacturer and stores them in its warehouse.

    What is unique about Nykaa’s business model?

    Nykaa’s business model is unique in that it focuses on providing high-quality beauty and wellness products, excellent customer service, and innovative marketing strategies. The company has also diversified its product range and services through strategic acquisitions, allowing it to offer a more comprehensive beauty and fashion experience to its customers.

    Who is the CEO of Nykaa?

    Falguni Nayar is the current CEO of Nykaa.

    Does Nykaa manufacture its own products?

    Yes, Nykaa makes its own beauty products under in-house brands but uses third-party manufacturers.

    How has Nykaa differentiated itself from its competitors?

    Nykaa has differentiated itself from its competitors through its focus on providing high-quality products, excellent customer service, and innovative marketing strategies.

    Who are Nykaa competitors?

    Nykaa’s competitors include Purplle, Sephora India, Myntra, Amazon, Flipkart, Tata CLiQ, Tira (Reliance Retail), SUGAR Cosmetics, Mamaearth, and Plum.

    What is USP of Nykaa?

    Nykaa’s USP is its focus on beauty and wellness, exclusive product range, strong influencer network, and tech-driven personalized shopping experience.

    Is Nykaa a marketplace?

    Yes, Nykaa is a marketplace for beauty and personal care category.

  • Forget MBAs! Anupam Mittal Reveals the Only 2 Skills You Need to Be a Successful Entrepreneur

    “What skills should I build as a student if I want to be an entrepreneur?” This is a question Anupam Mittal, Founder of Shaadi.com and Shark Tank India judge, is often asked. His answer, shared in a recent LinkedIn post, was simple yet powerful: Master the ability to sell and the ability to build.

    While there’s no single playbook for entrepreneurial success, Mittal believes that these two skills are non-negotiable, not just for founders but for anyone who wants to be successful in a fast-changing world.

    Selling: The Most Underrated Superpower

    According to Anupam Mittal, the ability to sell is about much more than moving products. It’s about selling your vision, your ideas, your dream — first to yourself, then to others.

    “You’ll need to convince people to join you, convince investors to fund you, convince customers to try you… and sometimes, convince yourself to keep going,” he explains.

    This means learning to pitch, persuade, hustle, and repeat. Mittal is clear that sales isn’t something to shy away from, it’s the foundation of survival in entrepreneurship.

    He reminds us, “Sales isn’t sleazy. It’s survival.”

    Whether you’re raising funds, recruiting talent, or attracting users, if you can’t sell your story, your journey becomes a lonely one.

    Building: The Power of Focused Problem-Solving

    The second superpower Mittal highlights is the ability to build, not necessarily by coding, but by becoming obsessed with solving a real problem. This includes staying focused on one goal for a long period, even when everyone around you thinks you’re wrong.

    “It’s being okay with being misunderstood,” he writes.

    It also means staying committed when progress is unclear and momentum seems stalled. The ability to keep building in such conditions, Mittal says, is what makes you unbeatable.

    Entrepreneurship isn’t a sprint; it’s a marathon that demands mental resilience, sharp execution, and patience, all of which come from a builder’s mindset.

    Skills Beyond Startups

    What makes Mittal’s advice more relatable is that he doesn’t restrict it to startup founders.

    “🎓 Students — these are life skills, not job titles.
    👨‍💼 Professionals — being able to sell and build can unlock every door,” he writes.

    In today’s world, where career paths are no longer linear, these skills serve anyone, whether you’re launching a side hustle, managing a corporate team, or switching industries.

    These two skills, once developed, offer the ability and confidence to thrive across roles, industries, and economies.

    Start Now, Not Later

    Mittal closes his post with an important reminder: “There is no ‘right time.’ You start Learning. You Start Selling. You Start Building. The rest will follow 🚀”

    This reflects his long-held belief that action beats perfection. Instead of waiting for the ideal plan or moment, just start. Learn by doing. Improve as you go.

    This aligns with another post he had shared earlier, where he spoke about career growth and skill-building for the modern workforce, covered here on StartupTalky. He has consistently engaged his audience with practical, real-world advice drawn from his own entrepreneurial experiences.



    To sum up

    If you’re looking to build a career, whether as an entrepreneur or not, focus on mastering just two things: Sell with purpose. Build with obsession. That’s the starting point, and as Anupam Mittal says, “The rest will follow.”

    List of Anupam Mittal Investments: Companies Funded by Shark Tank India’s ‘Gyan Nath Ji’
    Anupam Mittal, Founder and CEO of People Group is known for Shaadi.com and his angel investments. Check out the list of Anupam Mittal’s investments here. Anupam Mittal portfolio companies list.
    StartupTalkyMuskaan Kapoor

  • Top 10 High-Income AI Skills to Learn in 2025 to Boost Your Salary & Career

    In 2025, artificial intelligence is not just transforming industries, it’s also amplifying career paths. In an era when Artificial Intelligence is projected to boost annual incomes by up to 47%, mastering the right competencies can have a crucial impact on your salary and job prospects.

    But here’s the catch: AI is rising faster than most professionals can keep up. New tools, frameworks, and breakthroughs emerge almost weekly, making it crucial to stay ahead of the curve. Whether you’re a developer, data scientist, business analyst, or even a non-technical professional, learning the right AI skills in 2025 could be the key to doubling your salary, securing high-paying remote jobs, or even launching your own AI-powered startup.

    In this guide, we’ll break down the top 10 highest-income AI skills to master in 2025, complete with real-world applications, salary insights, and resources to help you get started.

    Why Learning AI Skills in 2025 Is a Smart Career Move?
    Future-Proof Your Career – Top 10 Lucrative AI Skills for 2025

    Why Learning AI Skills in 2025 Is a Smart Career Move?

    The AI wave is not only a hype, but it has become a new trend. Furthermore, it is changing job markets fast. Let’s break down exactly why now is the time to upskill in AI.

    • 3 in 4 employers are already using Generative AI tools to streamline operations, automate tasks, and enhance productivity. This includes everything from content generation to customer service and data analysis.
    • 62% of companies expect their employees to have at least a basic understanding of AI tools and concepts by 2025. That means AI literacy is becoming the new digital literacy.
    • According to the same AWS report, 92% of global businesses plan to adopt AI solutions by 2028, and many have already begun investing heavily in the necessary infrastructure.
    • 22% of hiring managers have already updated job descriptions to include AI knowledge or GenAI experience. That number is growing every month as more teams adopt AI tools like ChatGPT, Claude, Midjourney, and GitHub Copilot.
    • A 2025 Higher Ed Dive report shows that 73% of employers say hiring AI-skilled talent is a top priority, yet 75% of them struggle to find qualified candidates.

    The result? Salaries are getting a serious boost. Data from Indeed and AWS shows that GenAI skills can increase your salary by up to 47%, especially in high-value roles like:

    • Sales & Marketing: +43%
    • Finance: +42%
    • Business Ops: +41%
    • Legal & Compliance: +37%
    • Human Resources: +35%

    How Generative AI & Microsoft Copilot Will Be the Next Game Changer in Transforming Business
    Learn how Generative AI and Microsoft Copilot are all but set to turn around the way businesses work across a range of industries, advancing innovation and increasing efficiency.
    StartupTalkyMuskaan Kapoor

    Future-Proof Your Career – Top 10 Lucrative AI Skills for 2025

    Whether you’re a developer, data analyst, product manager, or just AI-curious, upskilling in the right areas can kickstart new opportunities. But with the AI world moving at lightning speed, which skills are worth your time in 2025? We have sifted through the latest tech trends, industry demands, and job market signals to bring you the top 10 high-income AI skills you should invest in this year.

    Generative AI (GenAI)

    The buzz is going to stay for a long time. From ChatGPT to Midjourney to GitHub Copilot, Generative AI is revolutionizing industries from content creation to software development and customer interaction. As enterprises race to integrate GenAI into their workflows, the need for developers who can build or fine-tune these models has skyrocketed.

    Key Tools to Learn: GPT-4/5 APIs, LangChain, Hugging Face, DALL·E, Stability AI, Claude

    Prompt Engineering

    Crafting effective prompts is now a legitimate and lucrative skill. The better your prompts, the better the results from large language models, whether you’re generating legal documents, product ideas, or debugging code. Prompt engineering mixes creative thinking with technical insight. It’s crucial in roles like AI-assisted content creation, legal research, coding, tutoring, and even customer support automation.

    Interesting Fact: Some prompt engineers earn a range from $200k to more than $300k per year.

    Machine Learning Engineering

    ML engineering continues to be a cornerstone AI skill. Companies are now moving beyond prototypes and need professionals who can deploy scalable ML systems in production. In 2025, MLOps (Machine Learning Operations) will be in especially high demand. It involves automating the lifecycle of ML models from development to monitoring and retraining. According to a report published by Gartner, there will be 2.3 million jobs for Artificial Intelligence and Machine Learning. 

    Trending Frameworks: TensorFlow 2.0, PyTorch Lightning, MLflow

    Natural Language Processing (NLP)

    The heart of all language-based AI, from search engines to chatbots. With multilingual models, sentiment analysis, and summarization gaining traction, NLP experts are more relevant than ever. NLP is critical for healthcare tech, legal tech, and finance, where document-heavy workflows need intelligent parsing.

    Key Libraries: spaCy, Hugging Face Transformers, NLTK

    Top AI Training Courses to Boost Skills in 2025 | Best AI Courses Online
    Explore the best AI training courses of 2025, covering machine learning, deep learning, and AI fundamentals to advance your career.
    StartupTalkyRishi Mundra

    Computer Vision (CV)

    From self-driving cars to facial recognition to AR/VR experiences, Computer Vision is unlocking what machines can “see” and understand. CV engineers are especially sought after in retail (visual search), healthcare (X-ray diagnosis), agriculture (crop monitoring), and surveillance.

    Tools to Master: OpenCV, YOLOv8, TensorFlow Object Detection API

    AI in Cybersecurity

    With rising cyber threats, AI-driven threat detection and prevention tools are being prioritized. If you can blend AI with cybersecurity, you’re entering a niche with huge demand and few experts. Roles like AI Security Analyst or ML Security Engineer are becoming hot titles, especially in defense and fintech.

    Tip: Start with anomaly detection algorithms and AI-based intrusion detection systems.

    AI Product Management

    Not everyone needs to code. If you understand AI and can communicate its value, AI product managers are some of the most in-demand professionals in tech. Your role: bridge the gap between developers, customers, and business stakeholders, while steering the roadmap of cutting-edge AI products.

    Must-know concepts: ML lifecycle, A/B testing, user-centric design for AI

    Best AI Courses for Product Managers in 2025 | Learn In-Demand Skills
    Discover the top AI courses for product managers in 2025. Learn how to integrate AI into product strategy, enhance decision-making, and future-proof your career with cutting-edge skills.
    StartupTalkyVivek Dev Jacob

    Data Engineering for AI

    AI is only as good as its data. That’s why data engineers who can clean, organize, and pipe high-quality data for ML models are critical players in any AI team. With the rise of real-time ML and data pipelines, roles like ML Data Engineer and AI Infrastructure Specialist are commanding 6-figure salaries globally.

    Popular Tools: Apache Airflow, Snowflake, DBT, Kafka

    Ethical AI 

    As AI becomes more powerful, the call for ethical development grows louder. Experts in AI fairness, bias detection, model explainability, and privacy are becoming crucial hires, especially for regulated sectors like finance and healthcare. Governments and corporations alike are setting up internal AI ethics teams in the USA, UK, and UAE.

    Learn about: Explainable AI (XAI), differential privacy, AI regulations (like EU AI Act)

    AI for Edge & Embedded Systems

    AI is going beyond the cloud. Think wearables, IoT devices, and smart cameras, where models run locally to reduce latency and improve privacy. If you learn to deploy lightweight models on edge devices using frameworks like TensorFlow Lite or NVIDIA Jetson, you’ll carve out a niche in AI-powered hardware development.

    Ideal For: Autonomous drones, fitness trackers, industrial IoT

    Conclusion

    AI has moved from optional to essential; it’s the skill that will bloom your career’s prospects. Whether your strengths lie in technical development, creative innovation, strategic leadership, or ethical governance, there’s an AI niche where you can thrive. The key? Focus. You don’t need to learn it all, just choose the skills that resonate with your ambitions and dive deep. Stay curious. Build, experiment, collaborate. The future belongs to those who can harness AI with purpose and expertise. The world is transforming, one algorithm at a time. Your opportunity to shape that change starts now.

    Best Free AI Certification Courses for 2025
    Discover the top free AI certification courses in 2025 to enhance your skills, covering key AI concepts, tools, and industry-relevant knowledge.
    StartupTalkyRishi Mundra

    FAQs

    What are some of the top high-income AI skills to focus on in 2025?

    Key high-income AI skills include Generative AI (GenAI), Prompt Engineering, Machine Learning Engineering, Natural Language Processing (NLP), Computer Vision (CV), AI Product Management, Data Engineering for AI, Ethical AI , AI for Edge & Embedded Systems and AI in Cybersecurity.

    What is the best way to learn high-income AI skills?

    The best way to learn AI skills include online courses, university programs, bootcamps, certifications and hands-on projects to build a strong portfolio.

  • How MobiKwik Outsmarted Bigger Rivals: The Psychology Behind MobiKwik’s Marketing Success

    In the high-stakes world of digital payments, where Paytm, PhonePe, and Google Pay battle fiercely for the top spot, MobiKwik has set its benchmark. It was founded in 2009 by Bipin Preet Singh and Upasana Taku. MobiKwik began with a simple mission: to build a digital wallet that made storing and spending money effortless. So, how does a relatively smaller player survive and thrive in the cutthroat digital payments battlefield?

    Let’s dive into MobiKwik’s marketing master plan, exploring how branding, partnerships, performance marketing, and customer loyalty programs have made this impressive journey and set it apart from the crowd.

    The Marketing Mix – 4Ps that Power MobiKwik’s Strategy
    MobiKwik Marketing Strategy – How the Digital Wallet is Powering its Growth?

    The Marketing Mix – 4Ps that Power MobiKwik’s Strategy

    MobiKwik Marketing Mix
    MobiKwik Marketing Mix

    MobiKwik has aligned its marketing mix to serve both urban fintech adopters and the underbanked Bharat population, positioning itself as more than just a payments app.

    • Product: What started as a digital wallet is now one of the renowned fintech platforms offering MobiKwik Zip (Buy Now, Pay Later), insurance, gold investments, and digital credit lines. The app supports multiple regional languages, making it more inclusive.
    • Price: Instead of aggressive discounting, MobiKwik promotes smart loyalty tools like SuperCash, encouraging users to return for future transactions. Premium offerings are affordably priced to appeal to India’s middle class and new-to-credit users.
    • Place: As a digital-first product, MobiKwik is accessible via Android, iOS, and web platforms. Strategic integrations with platforms like Uber, BookMyShow, and IRCTC make MobiKwik part of users’ daily routines.
    • Promotion: MobiKwik uses data-driven promotions from regional influencer campaigns to performance marketing. Influencers like Manoj Bajpayee and digital creators such as Harpriya Bains and Sharan Hegde have helped amplify brand trust and drive app installs through storytelling and financial literacy.
    MobiKwik's Partnership with Manoj Bajpayee
    MobiKwik’s Partnership with Manoj Bajpayee

    MobiKwik Marketing Strategy – How the Digital Wallet is Powering its Growth?

    Building a “Trust First” Brand Image

    When money’s involved, trust is everything. MobiKwik realized early that users wouldn’t adopt digital payments unless they felt safe. Instead of going for flashy ads promising unrealistic rewards, the brand stayed consistent with a security-first image:

    • Encrypted transactions and robust KYC norms were front and center in campaigns.
    • Highlighted achievements like PCI DSS certification and ISO 27001 compliance to assure users of world-class security.

    This methodical emphasis on trust helped MobiKwik quietly build a loyal base, even without the aggressive blitz seen from competitors.

    MobiKwik Success Story: Business Model | Founders | Startup Story | IPO | Net worth | Revenue Model
    MobiKwik is one of the largest mobile wallets in India. Read about MobiKwik’s owners, founder, valuation, history, business model, revenue, IPO, launch, shareholding, parent organization, revenue model, net worth, and competitors.
    StartupTalkyShubham Kumar

    Laser-Focused Target Audience

    While many competitors in the digital payments space cast a wide net, hoping to capture everyone with a smartphone, MobiKwik chose a more focused approach. Instead of spreading their resources thin, they strategically honed in on specific customer segments that presented the most potential for growth and long-term value. This laser-focused targeting allowed MobiKwik to craft hyper-relevant campaigns, design user-centric features, and deliver personalized communications that resonated with their core audience.

    They zoned in on:

    • Tier 2 and Tier 3 city users who were newly coming online.
    • Young salaried professionals are looking for simple credit solutions.
    • New-to-credit individuals who were financially underserved by traditional banks.

    This clarity helped MobiKwik design campaigns, features, and communication specifically tailored to these personas.

    Smarter Cashback with SuperCash

    Smarter Cashback with SuperCash
    Smarter Cashback with SuperCash

    SuperCash is a reward mechanism where users earn credits for every transaction made on the MobiKwik platform. However, here’s the twist: Unlike regular cashback that can be immediately withdrawn or used, SuperCash can only be redeemed for future transactions within the app. This strategic move not only helped MobiKwik reduce its marketing burn rate but also ensured repeat usage and continued customer engagement.

    Instead of offering direct cashback, users received SuperCash, which could only be used for future transactions, ensuring repeat behavior.

    • This reduced burn rates.
    • Increased repeat engagement has dramatically increased.

    Performance Marketing

    In an industry where user acquisition costs are high, MobiKwik has stood out by adopting a performance-driven marketing strategy, ensuring that every marketing dollar spent contributes to tangible, measurable results. Rather than relying on traditional blanket advertising or spending heavily on top-of-the-funnel awareness campaigns, MobiKwik has focused on smart, data-driven marketing to convert interest into action, optimize ad spend, and engage users more effectively.

    • Install and activate campaigns to convert interest into action.
    • Retargeting dormant users with personalized nudges.
    • Hyper-personalized push notifications based on past transactions.

    They optimized every rupee spent, ensuring higher returns on marketing investments.

    Strategic Partnerships – Being Where the Money Flows

    In the highly competitive digital payments landscape, one of the most effective ways to build traction without reinventing the wheel is by forming strategic partnerships. Instead of asking users to change habits, MobiKwik embedded itself into existing user journeys:

    • Tie-ups with platforms like BookMyShow, IRCTC, and Uber.
    • Co-branded promotions with merchants where people were already transacting.

    By being “invisible but indispensable,” MobiKwik increased its usage organically.

    Bharat-Focused Regional Strategy

    MobiKwik's Festival Specific Ads
    MobiKwik’s Festival Specific Ads

    While India’s urban metros like Delhi, Mumbai, and Bangalore have long been the epicenters of digital payments, MobiKwik recognized early on that the real growth story lay beyond these metros. With Tier 2 and Tier 3 cities rapidly embracing digital payments, MobiKwik tailored its strategy to connect with the underserved and emerging markets. Recognizing the real growth story lies beyond metros, MobiKwik:

    • Localized app interfaces in regional languages.
    • Ran festival-specific ads during Onam, Baisakhi, and Pongal.
    • Collaborated with regional influencers for grassroots trust-building.

    This “Bharat-first” approach paid rich dividends in expanding MobiKwik’s footprint.

    Influencer Marketing

    In a crowded digital payment space where users are bombarded with offers daily, trust and education were MobiKwik’s differentiators. MobiKwik has collaborated with several influencers and celebrities to enhance its brand presence and connect with a diverse audience. Here are some famous personalities who have endorsed MobiKwik:​

    • Manoj Bajpayee: In 2023, MobiKwik launched a four-film digital campaign featuring acclaimed actor Manoj Bajpayee. The campaign humorously highlighted the platform’s credit card bill payment solutions, including instant settlements, timely reminders, and real cashback offers.
    • Harpriya Bains: For Mother’s Day in 2023, MobiKwik partnered with stand-up comedian Harpriya Bains for the #SaveLikeAMom campaign. The initiative aimed to strike an emotional chord with the audience by sharing financial wisdom passed down from mothers, positioning MobiKwik as a trustworthy savings platform.

    The strategy helped in education-driven acquisition rather than shallow discount-driven downloads.

    Storytelling Around the IPO Journey

    When most startups go public, the spotlight usually focuses only on the numbers, valuation, price bands, and oversubscription rates. But MobiKwik approached its 2024 IPO very differently.

    For them, the IPO wasn’t just about raising funds; it was a once-in-a-lifetime branding opportunity to cement emotional loyalty among users, partners, and the larger fintech community.

    Here’s how MobiKwik turned its IPO into a masterclass in human-centric storytelling:

    • Shared authentic founder stories of grit and resilience.
    • Highlighted their vision of financial inclusion for Bharat.
    • Built an emotional connection rather than just financial hype.

    This human-centric storytelling made MobiKwik relatable to the average user.

    Upasana Taku Success Story: India’s First Female Fintech Leader | MobiKwik Co-Founder | Biography | Education |
    Upasana Taku, Mobikwik Co-Founder & CFO, is the first Indian woman to lead a payments company in India. Read more about Upasana Taku’s success story, her education, career, challenges, awards, date of birth, and her success mantra. Upasana Taku wikipedia | Upasana Taku Biography
    StartupTalkyYash Gupta

    Gamification for Fun and Loyalty

    By incorporating gamification right into its app experience, MobiKwik broke that stereotype, and users absolutely loved it. In addition to discounts, MobiKwik created attractive game mechanics that made everyday transactions feel rewarding and exciting:

    MobiKwik integrated gamified elements:

    • Spin the Wheel rewards after transactions.
    • Referral games offering bonuses.
    • Monthly challenges like “Complete 5 bill payments to win rewards.”

    Result? Increased app engagement and stickiness without heavy discounting.

    Hyper-Personalization with AI/ML

    Using Artificial Intelligence and Machine Learning, MobiKwik:

    • Offered custom credit lines based on behavior, not just CIBIL scores.
    • Sent contextual insurance offers right when users needed them.
    • Approved small loans in under 2 minutes!

    Smart personalization made users feel seen and increased conversion rates significantly.

    Financial Literacy Campaigns


    MobiKwik didn’t just sell products; it educated users:

    • Ran free webinars on savings, credit scores, and investments.
    • Partnered with content creators for finance education videos.
    • Built a “Learn” section in the app for bite-sized money lessons.

    Helping users become smarter with money builds long-term loyalty and upselling opportunities.

    Pioneering the BNPL Wave with MobiKwik Zip

    Tapping into the booming “Buy Now, Pay Later” trend:

    • Launched MobiKwik Zip, offering instant credit lines up to INR 60,000.
    • Marketed it as “Pay Later, No Worries,” targeting millennials facing mid-month cash crunches.
    • Bundled exclusive offers for Zip users to drive adoption.

    Today, BNPL is one of MobiKwik’s fastest-growing revenue streams.

    MobiKwik Business Model | How MobiKwik Makes Money | USP | SWOT Analysis |
    Explore MobiKwik’s business model and learn how it generates revenue through payments, lending, subscriptions, and partnerships.
    StartupTalkyNitin Konde

    Conclusion

    In MobiKwik’s marketing journey, we see an important lesson for all Indian startups: you don’t need to outspend your competition to outsmart them. The industry got swept up in flashy discounts and cash-burning battles, while MobiKwik kept its focus on smarter, more sustainable strategies. MobiKwik built something more lasting than just a payment app by deeply understanding user psychology, focusing on underserved Bharat markets, personalizing every interaction, cultivating loyalty through innovations such as SuperCash, and facing crises transparently.

    FAQs

    What is MobiKwik?

    MobiKwik is one of the largest mobile wallets in India. It allows Indian consumers to store money in a virtual wallet and then to use it across channels (mobile, desktop, tab, SMS, IVR) to pay utility bills and shop using a wallet with registered merchants.

    What does MobiKwik do?

    MobiKwik is a digital payment and financial services company that offers mobile wallets, UPI payments, loans, and Buy Now Pay Later (BNPL) services.

    What is MobiKwik launch date?

    MobiKwik was launched in 2009.

  • Global Procurement Startup Zinit Invests $2 Million in India to Expand its AI-Led B2B Platform

    SaaS player targets India’s $500 billion procurement market with smart, scalable solutions for tail spend and supplier diversity.

    Zinit, a global SaaS startup transforming procurement with AI-driven solutions, today announced a $2 million investment in its Indian operations. The company’s move aims to capitalize on India’s $500 billion procurement market with the introduction of its AI-powered B2B procurement platform, offering smarter, scalable solutions to streamline the country’s inefficient, legacy procurement systems.

    Despite projections for India’s B2B e-commerce market to reach $200 billion by 2030, a significant portion of India’s procurement processes still rely on outdated, manual systems. Zinit plans to disrupt this space by focusing on tail spend — the neglected portion of procurement that accounts for 30% of procurement value but 80% of the transactions.

    Zinit’s platform combines AI-led automation with a dedicated customer success team to deliver real-time value. It enables 1-click cross-border tendering with smart supplier matching and real-time translation, reduces tendering time by up to 80%, and follows a success-based pricing model, allowing businesses to pay only upon results. The platform also fosters supplier diversity, with 50% of new suppliers winning bids, making procurement more inclusive and transparent.

    “India is a key market for Zinit’s global expansion. The country’s procurement sector is ripe for innovation, and we’re excited to bring our AI-powered solutions to help businesses drive efficiency, save costs, and foster supplier diversity,” said Anton Buzdalin, Co-Founder, Zinit. “This $2M investment will strengthen our local operations, fuel job creation, and deepen partnerships with Indian businesses looking to modernize procurement.” he added.

    Zinit’s entry into India is backed by a strong global foundation. The team behind Zinit previously built Bidzaar, a procurement platform in Eastern Europe that scaled to over $15 billion in GMV and onboarded 150,000+ suppliers. This success forms the backbone of Zinit’s approach — adapting proven innovation to meet the needs of complex, fast-growing markets like India.

    Companies including Uflex, Vinati Organics, and Compass Group are already using Zinit as a tender platform. More than 40 companies, including L&T Financial Services and Verkko Group , have already placed tenders on Zinit in just six months of operation in India. The platform has facilitated more than 300 tenders in a variety of industries, including manufacturing, logistics, pharmaceuticals, and retail. Looking ahead, Zinit plans to continue its momentum by further investing in talent acquisition, customer success, and product innovation throughout 2025. 

    About Zinit

    Zinit is a global SaaS startup transforming the procurement landscape with AI-driven solutions. The platform helps businesses automate procurement processes, optimize tail spend, and enhance supplier diversity. Committed to transparency and efficiency, Zinit’s technology enables companies to reduce costs, streamline workflows, and make data-driven decisions. The company is rapidly expanding in high-growth markets worldwide, including India, Eastern Europe, Indonesia, Malaysia, and the Middle East. Zinit was named First Runner-Up at AIM Congress 2025, selected from over 3,200 startups globally by the UAE Ministry of Economy, and recognized as a future unicorn under the ‘We the UAE 2031’ initiative.