Tag: 🔍Insights

When Selena Gomez launched a makeup brand named Rare Beauty back in 2019, some expected it to become one of the most talked-about beauty brands in the world. However, in just a few years, Rare Beauty has grown into a company worth around $2 billion. The specialty of this makeup brand was that instead of chasing flawless perfection, Rare Beauty celebrates the quirks and individuality that make people unique.

Its tone is calm, real, and inclusive, mirroring Selena herself. From a wide shade range to social media posts that feel personal rather than polished, Rare Beauty feels like a safe space in a world obsessed with filters and likes.

This article explains how Selena Gomez transformed her personal experiences and values into a global movement, and how Rare Beauty has become the rarest thing of all in the beauty world, a brand that genuinely makes people feel good about being themselves.

How Rare Beauty Became the Brand Gen Z Can’t Stop Talking About?

How Rare Beauty Became the Brand Gen Z Can’t Stop Talking About?

Rare Beauty has built around self-acceptance, inclusivity, and mental health; the brand speaks directly to a generation that values authenticity over perfection. But creating meaningful connections requires more than just quality products. Rare Beauty’s marketing strategy focuses on building real relationships, celebrating individuality, and meeting customers where they are, especially on the platforms they love.

TikTok Engagement

TikTok plays a crucial role in catching the attention of potential customers for Rare Beauty. It’s where the brand laughs, listens, and connects directly with Gen Z in their own language.

Embracing Real Moments

Rare Beauty skips the glossy, overproduced ads that most beauty brands rely on. Instead, its videos feel spontaneous and honest, quick tutorials, fun reactions, or casual behind-the-scenes clips that make followers feel like part of the team.

The brand’s TikTok content revolves around four key ideas:

• Tutorials & How-Tos: Simple makeup tips that anyone can follow.
• Behind the Scenes: A peek into the making of products and campaigns.
• User Stories: Real people sharing real experiences.
• Product Highlights: Subtle, story-driven launches and demos.

It’s not just about views, it’s about building trust. By letting authenticity take the spotlight, Rare Beauty has created an online space that feels inclusive, kind, and genuinely fun.

Influencers Who Feel Like Friends

On TikTok, influencers aren’t just promoters; they’re community members. Rare Beauty collaborates with a mix of creators across skin tones, genders, and backgrounds. These partnerships amplify the brand’s reach while keeping its message of self-expression intact.

Each creator adds their own personality to the products, showing that beauty doesn’t have one look; it has many. That’s exactly the kind of message Gen Z wants to see.

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The Power of a Personal Connection

At the center of it all is Selena Gomez, not as a distant celebrity, but as the brand’s emotional anchor. She doesn’t just front Rare Beauty; she lives it. Her openness about mental health and personal challenges adds depth and humanity to everything the brand stands for.

Here’s what Rare Beauty teaches us about connection:

• Be genuine: Selena built the brand around her real beliefs, self-acceptance, kindness, and mental well-being. When customers see that authenticity, they connect emotionally.
• Be transparent: Selena has spoken openly about her mental health journey, which adds depth to the brand’s message. Sharing your challenges, not just your successes, makes your brand feel human and relatable.
• Influence Beyond Fame: You don’t need 400 million Instagram followers to build influence. Selena’s approach shows that connection matters more than scale. Sharing your story, your struggles, and your wins builds trust and relatability. Every entrepreneur has a story worth telling, and transparency can turn customers into loyal advocates.

Smart and Strategic Product Launches

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A post shared by Rare Beauty by Selena Gomez (@rarebeauty)

Rare Beauty doesn’t flood the market with endless releases. Instead, it’s thoughtful. Each new product gets its own spotlight, allowing customers to get excited, engage, and share feedback.

When the brand dropped its powder blush and followed it with an exfoliating body wash in May, each launch felt fresh and focused. This steady rhythm keeps Rare Beauty in the conversation year-round. And in 2025, they are back with their  NEW limited-edition, full-size Glass Effect Lip Liner & Gloss Duo.

Listening plays a big role, too. The team constantly refines formulas based on real customer reviews, showing that feedback truly shapes the brand.

Turning Browsers Into Buyers

Rare Beauty’s online experience is more than a digital storefront; it’s a personalized journey designed to make customers feel understood.

• Geo-Targeted Popups: Shoppers see local promotions and delivery options tailored to their country or region.
• Best Sellers Up Front: Popular products are easy to spot, helping indecisive shoppers decide faster.
• User-Generated Content: Real photos and honest reviews build credibility and community.
• Smart Tools: Shade finders and product pairings make shopping simple and interactive.

Every element nudges visitors closer to a confident purchase, without ever feeling pushy.

Purpose-Driven Marketing With Real Impact

Rare Beauty’s success goes beyond great products; it’s built on purpose. Selena launched the Rare Impact Fund to support mental health resources worldwide, pledging a percentage of every sale to the cause. By 2023, the fund had raised over $7 million.

This isn’t a side campaign; it’s part of the brand’s DNA. For Gen Z, that commitment matters. They want brands that stand for something real.

Turning Purpose Into Loyalty

When a brand genuinely advocates for causes that matter, it builds emotional equity. Rare Beauty’s efforts around inclusivity, self-love, and mental health have turned customers into a global community.

And here’s the best part: any brand can do this. Aligning with a social cause that reflects your values doesn’t just make good PR; it builds lasting loyalty.

Payday Sales Campaign

Social media has been at the heart of Rare Beauty’s success. With over 4 million Instagram followers, the brand excels at creating authentic, suspenseful, and emotionally resonant content. Its campaigns go beyond promoting products; they connect with customers on a personal level.

#WeAreRare Forever Campaign

This campaign invited users to share stories of self-acceptance and empowerment, turning customer voices into a powerful movement. By celebrating individuality and rejecting unrealistic beauty standards, Rare Beauty reinforced its message of inclusivity and self-love.

Conclusion

Rare Beauty’s rise isn’t luck; it’s the product of authentic storytelling, mindful marketing, and genuine impact. From TikTok authenticity to purpose-driven campaigns, Selena Gomez has built a brand that feels deeply human in a digital world.

For entrepreneurs and creators, the message is clear: you don’t need perfection to win people’s hearts, you need honesty. Whether through small, consistent launches, transparent communication, or standing for a cause you believe in, authenticity will always be the most beautiful thing your brand can wear.

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FAQs

What makes Rare Beauty different from other makeup brands?

Rare Beauty, founded by Selena Gomez, focuses on individuality and self-acceptance rather than flawless perfection. The brand celebrates quirks, inclusivity, and mental health, offering a wide shade range and authentic content that resonates with Gen Z.

Who is the founder of Rare Beauty?

Rare Beauty was launched by Selena Gomez in 2019. She is not just the face of the brand but also its emotional anchor, reflecting her values of authenticity, kindness, and mental well-being.

What are some popular Rare Beauty products?

Rare Beauty’s notable products include powder blush, exfoliating body wash, and limited-edition items like the Glass Effect Lip Liner & Gloss Duo.

Ather Energy’s stock has quietly turned into one of India’s most surprising market stories, jumping over 66% since its debut in May 2025. Its rival, Ola Electric Mobility, has taken a different road altogether, losing nearly a quarter of its value since going public last year.

Both companies are now locked in a fierce battle to own India’s fast-growing electric two-wheeler market, but their sharply contrasting stock charts tell a deeper story. Moreover, investors and EV enthusiasts alike are asking the same question: which brand has the horsepower to lead India’s EV industry, and which one deserves a spot in your portfolio?

In this article, we will find the answer to that question, comparing Ather and Ola Electric across their technology, market share, growth strategy, and financial performance to understand who’s really powering ahead in 2025.

How Ather Energy Built Its Path to Consistent Growth?
Ownership Structure: Key Promoters and Their Stakes
How Ather Surpassed Ola in the EV Market Rankings?
From Underdog to Dominator: Ather’s Rise in India’s Electric Two-Wheeler Market
Diverging Fortunes: Stocks and Sales Tell the Story
The Psychology Behind the Price: Understanding Market Sentiment
Stock Price Trends: Short-Term and Long-Term Perspective
The Financial Face-Off: Ather Surges as Ola Struggles
Investor Confidence: Ather’s Market Cap Tops Ola
Technology and Product Updates Driving Growth
Ola Electric: Ambitious Scale Meets Operational Challenges
The Ather Advantage: Engineering as a Superpower

How Ather Energy Built Its Path to Consistent Growth?

Unlike Ola, Ather scaled gradually, focusing on South India initially and expanding thoughtfully. Its strong demand for the 450 series and mass-market Ather Rizta helped maintain consistent sales growth. This methodical approach has also translated into stronger investor trust, with Ather’s stock more than doubling since its May 2025 IPO.

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Ownership Structure: Key Promoters and Their Stakes

At the end of June, Ather’s promoters owned 42.09% of the company, with co-founders Mehta and Jain holding 11.19%, and Hero MotoCorp Ltd. owning 30.9%. This strong backing provides both financial stability and strategic support for future growth.

How Ather Surpassed Ola in the EV Market Rankings?

The latest quarterly sales numbers highlight the shift in market leadership:

• July–September 2025: Ather sold 52,597 scooters, surpassing Ola’s quarterly total amid a 47% year-on-year drop in Ola’s sales.
• September 2025 Rankings: TVS Motor topped the list with 69,195 units, Ather claimed second place, Bajaj followed with 51,120 units, and Ola slipped to fourth with 13,371 units sold, a stark fall from its earlier dominance.

This change in pecking order signals a turning tide in India’s EV market, reflecting both execution and market perception.

From Underdog to Dominator: Ather’s Rise in India’s Electric Two-Wheeler Market

Ather Energy, founded in 2013 by Tarun Mehta and Swapnil Jain, spent its early years quietly building a reputation for engineering excellence. It began delivering scooters in 2018, three years before Bhavish Aggarwal’s Ola Electric entered the market.

Ola, launched in 2017, made a splashy entry with its “Futurefactory” in Krishnagiri, Tamil Nadu, and began delivering its first scooters in December 2021. Backed by global investors like SoftBank, Ola’s scale and aggressive marketing quickly helped it capture over 50% of India’s EV two-wheeler market at its peak.

While Ola prioritized volume and nationwide reach, Ather focused on gradual expansion, customer satisfaction, and engineering innovation, creating a loyal and steadily growing user base.

Diverging Fortunes: Stocks and Sales Tell the Story

Shares of Ather Energy extended a six-day bull run, closing 1.6% higher at INR 639, while Ola Electric fell 2.57% to INR 51.27, reflecting growing investor caution. Ather’s stock signals confidence in sustainable growth and operational discipline, whereas Ola’s volatility highlights concerns over profitability, service, and execution.

This market sentiment mirrors their operational performance:

• Ola Electric: Sold 3.44 lakh scooters in FY2025, but sales plunged this year despite expanding stores from 800 to 4,000 and launching a new electric motorbike. Persistent service issues and integration of in-house battery cells have yet to offset negative sentiment.
• Ather Energy: Sold 1.3 lakh units, with consistent growth driven by the 450 series and Ather Rizta, reflecting steady execution and strong customer demand.

The combination of rising stock confidence and growing sales momentum positions Ather ahead, while Ola faces challenges in regaining investor trust and market leadership.

The Psychology Behind the Price: Understanding Market Sentiment

The market has taken note of this turnaround. Since its IPO in May 2025, Ather Energy’s shares have more than doubled, closing at INR 542.55 on September 12, up from a listing price of INR 326.05.

Ola Electric, on the other hand, has seen its stock slip over 31% below its August 2024 listing price, mirroring the dip in investor confidence as operational challenges mount.

Stock Price Trends: Short-Term and Long-Term Perspective

Investor sentiment has mirrored operational performance:

Ather Energy

• The stock surged over 94% in just three months, a remarkable gain reflecting strong market confidence.
• Listed on BSE and NSE on April 23, 2025, with a 52-week high of INR 678.50 (October 8, 2025) and a 52-week low of INR 287.30 (May 7, 2025).
• Current valuation has nearly doubled from its IPO price band, indicating robust investor faith in Ather’s strategy.

Ola Electric

• Shares rose over 25% in three months, but still trade below the IPO price band of INR 76.
• IPO launched in August 2024, with a year-to-date valuation decline of over 40%, highlighting persistent investor caution.
• High short-term volatility reflects market concerns over operational execution, margins, and customer satisfaction.

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The Financial Face-Off: Ather Surges as Ola Struggles

Ather’s focus on efficiency and product engineering is beginning to pay off. In FY2025, the company’s revenue from operations rose 29% to INR 2,255 crore, while its losses narrowed to INR 812 crore, compared to INR 1,060 crore the previous year.

Ola Electric, in contrast, saw its revenue fall 10% to INR 4,514 crore, and its losses widened to INR 2,276 crore from INR 1,584 crore in FY2024. Ather’s promoters currently hold 42.09% of the company, with co-founders Mehta and Jain owning 11.19% and Hero MotoCorp holding 30.9%.

Investor Confidence: Ather’s Market Cap Tops Ola

Investors have rewarded Ather’s steady approach. On a recent trading day, Ather’s shares surged 4.78%, lifting its market capitalization to INR 23,601 crore, while Ola Electric fell 2.54% to INR 23,200 crore. This marks the first time Ather’s market value has surpassed its larger rival, highlighting growing investor confidence in the Bengaluru-based startup.

Technology and Product Updates Driving Growth

Ather:

• Launched the next-generation EL scooter platform, enhancing manufacturing efficiency and reducing component costs.
• Plans to expand dealership presence to 700 outlets by FY26 and introduce lower-priced models for mass adoption.

Ola:

• Introduced a rare-earth-free ferrite motor, reducing dependency on imported materials.
• Focused on operational restructuring and workforce optimization to improve efficiency.

Despite technological advances, Ola continues to face challenges with profitability and cost management, whereas Ather’s innovations are supporting steady growth and investor confidence.

Ola Electric: Ambitious Scale Meets Operational Challenges

Ola Electric has demonstrated impressive ambition but faces a more turbulent path:

• Recovery in Stock Price: Recent upticks are attributed to favorable policy tailwinds and improved production scale.
• Technology Innovation: Introduction of rare-earth-free ferrite motors to reduce dependence on costly imported materials and improve long-term sustainability.
• Operational Restructuring: Workforce optimization and efficiency measures are underway, signaling a focus on reducing operating costs.

Key Concerns:

• Ola continues to grapple with consistent losses, high input costs, and weak margins.
• Profitability remains uncertain despite technological upgrades, meaning investor confidence is highly sensitive to execution and future product launches.

Analyst Insight:

“While operational improvements are positive, near-term valuation and execution risks remain key. Upcoming launches and cost structure improvements will be critical to regaining investor trust,” — Kalp Jain, INVasset PMS.

The Ather Advantage: Engineering as a Superpower

For Ather CEO Tarun Mehta, the company’s strength lies in engineering discipline, not just scale.

“Volume has played a minimal role in unit economics over the years,” Mehta explains. “There’s a ton of value engineering, process optimization, and technology improvement, that’s our superpower.”

That engineering-first philosophy seems to be resonating with both customers and investors, a stark contrast to Ola’s volume-driven approach that now faces pressure from declining sales and mounting expectations.

Conclusion

Both Ather Energy and Ola Electric are set on ambitious paths in India’s rapidly growing EV market, but their strategies differ markedly. Ather Energy has taken a steady and disciplined approach, emphasizing engineering excellence, operational efficiency, and sustainable growth. Ola Electric, on the other hand, has pursued aggressive expansion and scale, though this approach has exposed the company to profitability pressures and execution risks. 

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FAQs

Which is better: Ather Energy or Ola Electric in India?

Ather Energy currently leads in market share, consistent sales growth, and investor confidence. Ola Electric faces operational challenges and declining sales despite its aggressive expansion strategy.

What are the key differences between Ather and Ola’s growth strategies?

Ather Energy follows a disciplined, gradual expansion focused on customer satisfaction and engineering excellence. Ola Electric emphasizes aggressive scale and nationwide reach but struggles with profitability.

What technology innovations are driving Ather Energy’s growth?

Ather launched the next-generation EL scooter platform to enhance manufacturing efficiency, reduce component costs, and expand its dealership presence to 700 outlets by FY26.

Cricket lovers often argue that the spirit of the game matters more than the scoreboard, and Royal Challengers Bangalore (RCB) might just be the best proof of that. For many years, the team became a synonym of hope and disappointment, a franchise that promised the world but often fell short of the IPL trophy. Yet somehow, it built one of the most popular, most profitable, and most loved brands in Indian sports history.

In 2025, when RCB finally got the IPL trophy after 17 long seasons, it became the crowning moment of a billion-dollar brand story. According to a 2025 report by Houlihan Lokey, IPL’s business value rose by 13% in 2025 to $18.5 billion, which is nearly INR 1.6 lakh crore. At the same time, the brand value of the league increased by 14% to nearly $4 billion, or about INR 33,000 crore.

But how did a team known for its near misses turn into a marketing and business powerhouse? In this article, we will discuss the business journey of Royal Challengers Bangalore (RCB) in detail.

How Vijay Mallya Bought the RCB Franchise?
RCB’s Branding Strategy: How a Cricket Team Turned into a Global Brand?
The Early Years: Signing Virat Kohli and Rahul Dravid
Glamour, Parties, and the Making of a Lifestyle Brand
Changing Hands: The Diageo and United Spirits Era
The Business Powerhouse: Sponsorships and Brand Value
Women’s Premier League Expansion: The RCB-W Legacy
RCB Finally Breaks the 18-Year Curse

How Vijay Mallya Bought the RCB Franchise?

In a podcast appearance, Vijay Mallya opened up about how he became the owner of the Royal Challengers Bangalore franchise back in 2008. Interestingly, Mallya revealed that he had actually bid for three IPL teams, including the Mumbai Indians, which was ultimately bought by Mukesh Ambani.

“I was very impressed with Lalit Modi’s pitch about the IPL,” Mallya shared. “He called me and said the teams were going to be auctioned. I bid for three franchises and lost Mumbai by a very small amount. Eventually, I bought RCB for $112 million, which was about INR 600–700 crore at that time, the second-highest bid of the auction.”

According to Mallya, he saw the IPL as a game-changer for Indian cricket, and he wanted RCB to reflect the vibrant, cosmopolitan spirit of Bangalore.

RCB’s Branding Strategy: How a Cricket Team Turned into a Global Brand?

Vijay Mallya’s vision for RCB was never limited to cricket. He wanted to build a lifestyle brand that matched the city’s energy, modern, glamorous, and full of flair.

“I wanted RCB to embody Bangalore’s essence; vibrant, dynamic, glamorous,” Mallya said. “That’s why I tied it to Royal Challenge, one of our top-selling liquor brands. I wanted a bold, confident identity, one that stood for excellence on and off the field.”

This branding strategy made RCB one of the most recognizable franchises in the league, even when the team wasn’t winning trophies. With Kingfisher and Royal Challenge as major sponsors, every match felt like a celebration, an event that extended far beyond the cricket ground.

The Early Years: Signing Virat Kohli and Rahul Dravid

Mallya also shared how he played a crucial role in bringing Virat Kohli into the RCB family. During the 2008 U-19 World Cup, Kohli had caught Mallya’s attention with his passion and leadership. While many expected Delhi Daredevils (now Delhi Capitals) to sign him, they instead chose Pradeep Sangwan, giving RCB the chance to grab the young talent.

“I handpicked players who could make RCB a powerhouse,” Mallya said. “My biggest pride was spotting Virat Kohli. My instinct told me he was special. Getting Rahul Dravid as our icon player was obvious; he was Bangalore’s pride. Then we brought in global stars like Jacques Kallis, Anil Kumble, and Zaheer Khan. My dream was to bring the IPL trophy to Bangalore, and I built the team for that purpose.” Eighteen years later, that dream finally came true, with Kohli still at the heart of RCB’s journey.

Glamour, Parties, and the Making of a Lifestyle Brand

RCB’s early days under Mallya were marked by glitz, glamour, and legendary after-match parties. These weren’t random indulgences; they were part of a deliberate branding strategy to make RCB the most exciting and talked-about franchise in the IPL.

“I wanted RCB to be more than just a cricket team. It was about creating a lifestyle experience,” Mallya revealed. “The after-parties, cheerleaders, fan engagement, all of it was designed to make RCB stand out. Some called it flashy, but it was strategic. Bangalore loved it, and RCB became the city’s heartbeat.”

With Kingfisher as the headline sponsor, the RCB brand quickly became synonymous with energy, entertainment, and elite cricket culture, a combination that made it one of the IPL’s most valuable franchises.

Changing Hands: The Diageo and United Spirits Era

After 2016, following Vijay Mallya’s legal troubles, the ownership of RCB shifted. United Spirits Limited (USL), the liquor giant originally co-owned by Mallya, came fully under the control of Diageo India, a subsidiary of the global beverage powerhouse Diageo PLC.

From there, the focus of RCB’s leadership shifted from extravagance to structured brand building. Under the guidance of Mahendra Kumar Sharma (Chairman) and Anand Kripalu (MD & CEO), RCB became a professionally managed sports business with a clear commercial roadmap.

USL, which owns brands like Johnnie Walker, Smirnoff, and Black & White, rebranded RCB as part of its “Royal” portfolio, aligning it with its flagship liquor brand, Royal Challenge. This gave RCB strong corporate backing and a global identity under the Diageo umbrella.

RCB Shake-Up: Diageo Plans to Sell Iconic IPL Franchise

The well-liked Indian Premier League (IPL) team Royal Challengers Bengaluru (RCB) might soon have a new owner. According to a media report, Diageo Plc, the British corporation that controls RCB through United Spirits Ltd., its Indian subsidiary, is looking into selling all or a portion of its franchise. A person

StartupTalky- Business News, Insights and StoriesNitin Konde

The Business Powerhouse: Sponsorships and Brand Value

In recent years, RCB has transformed into a marketing magnet. The franchise’s partnership roster features some of the biggest global and Indian brands, Qatar Airways, Happilo, KEI Wires & Cables, Hindware Homes, Jio, PUMA, boAt, Bira 91, Nippon Paint, and DNA Networks.

Each partnership isn’t just about money; it’s about co-branding synergy. PUMA and boAt, for instance, have launched exclusive RCB merchandise lines that fuel fan loyalty and online engagement.

According to CricketOne, RCB’s brand value now stands at around $117 million (INR 1,013 crore), one of the highest among IPL franchises, a demonstration of the team’s consistent visibility, player charisma, and business partnerships.

Women’s Premier League Expansion: The RCB-W Legacy

RCB has also expanded its empire to the Women’s Premier League (WPL), launching the Royal Challengers Bangalore Women (RCB-W) team. This move not only strengthened its inclusivity stance but also broadened its brand footprint across genders and markets.

With growing fan support and a young, marketable squad, RCB-W has become a key part of RCB’s modern identity, signaling that the brand’s future goes beyond men’s cricket.

RCB Finally Breaks the 18-Year Curse

After 18 years of heartbreak, grit, and unshaken fan loyalty, Royal Challengers Bengaluru (RCB) finally lifted the Indian Premier League (IPL) title in 2025. The moment came at the Narendra Modi Stadium in Ahmedabad, where RCB triumphed over Punjab Kings in a thrilling final.

For a franchise that’s always been among the most followed teams in the IPL, this victory was more than just a trophy; it was redemption. Over the years, RCB saw several cricketing legends come and go, but one man remained constant: Virat Kohli. As soon as the final ended, all eyes turned to Kohli, the man who had carried the team’s hopes for nearly two decades.

The occasion also brought back memories of Vijay Mallya, RCB’s original owner, whose flamboyant style helped shape the franchise’s identity in its early years.

Conclusion

RCB’s journey proves a powerful truth: winning isn’t the only way to build a legacy. Through visionary branding, star power, fan loyalty, and smart corporate management, the franchise turned its narrative of near misses into a story of lasting business success.

From Vijay Mallya’s audacious vision to Diageo’s disciplined execution, Royal Challengers Bangalore stands as one of India’s most valuable sports brands, a perfect blend of passion, business, and belief.

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FAQs

Who was the original owner of Royal Challengers Bangalore (RCB)?

Royal Challengers Bangalore (RCB) was originally owned by Vijay Mallya, who purchased the franchise in 2008 for $112 million (around INR 600–700 crore). It was the second-highest bid during the first IPL auction.

What role did Virat Kohli play in shaping RCB’s identity?

Virat Kohli joined RCB in the inaugural IPL season of 2008 and became the face of the franchise.

Which brands sponsor RCB in the IPL?

RCB’s sponsorship roster includes top global and Indian brands like Qatar Airways, PUMA, boAt, Happilo, KEI Wires & Cables, Hindware Homes, Jio, Bira 91, Nippon Paint, and DNA Networks.