StartupTalky presents Recap’24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.
In 2025, the skincare market in India is projected to generate a revenue of $10.23 billion. This shows a growing demand for safe, effective, and innovative skincare solutions. Among the key players driving this growth is CITTA, co-founded by Akanksha Sharma, Monisha Sharma, and Tanay Sharma. Combining the wisdom of “Dadi Nani Ke Nuskhe” with modern scientific advancements, CITTA has established itself as a trusted brand in the baby and skincare industry.
In this edition of Recap’24, we feature CITTA, a brand celebrated for its natural ingredients, transparency, and innovation. Akanksha Sharma, CEO and Co-Founder of CITTA, shares insights into the brand’s journey, its most popular products like the Protecting Sunscreen SPF 70, and campaigns like #LetsThinkBeyondColour. She also discusses CITTA’s vision for the future, focusing on conscious consumption and personalised skincare solutions.
StartupTalky: What inspired you to start CITTA, and what was the vision behind the brand’s creation?
Ms. Akanksha Sharma: CITTA was born out of a deep respect for the wisdom of Indian traditions and the care passed down through generations in our family. Rooted in the time-honored wisdom of #DadiNaniKeNuskhe, CITTA combines trusted skincare remedies passed down through generations with the precision and advancements of modern science.
We realized that while the world is filled with skincare products, there was a gap in offerings that truly combined this rich heritage with the advancements of modern science. We set out to create CITTA – a brand dedicated to providing safe, natural, and transparent skincare solutions for babies, kids, and even adults. Our vision has always been to make every child feel the endless love of a grandmother through products that uphold the highest standards of quality and care.
StartupTalky: 2024 has been a year of impressive growth for CITTA. What were the key factors that contributed to expanding your team?
Ms. Akanksha Sharma: Our team’s expansion from 10 to over 80 employees was fueled by several factors. First, the growing demand for our high-quality, natural skincare products created the need for more hands on deck. Second, our focus on diversifying our product portfolio, such as expanding into adult skincare and launching new baby care products, necessitated additional talent.
Lastly, our efforts to establish CITTA as a recognized and trusted brand in the competitive skincare market required investments in marketing, product development, and operational support. We’ve built a team passionate about innovation, tradition, and excellence, and their commitment has been instrumental in our growth.
StartupTalky: Your #LetsThinkBeyondColour campaign was impactful. What prompted this initiative, and how do you ensure your marketing strategies align with your brand’s core values?
Ms. Akanksha Sharma: The #LetsThinkBeyondColour campaign was inspired by a pressing societal issue we couldn’t ignore: the deeply ingrained obsession with skin color, even for babies. Parents, under societal pressure, often search for ways to make their child’s skin fairer, perpetuating unrealistic and damaging beauty standards. We felt it was our responsibility to challenge this narrative. The campaign sought to encourage and empower parents to rethink these biases and celebrate the innocence and joy of their children, regardless of skin tone.
StartupTalky: CITTA expanded its baby care line in 2024. Which new products have been the most successful, and why do you think they resonated with your customers?
Ms. Akanksha Sharma: Among our new launches, the Protecting Sunscreen SPF 70 PA++++ has been a standout success. Parents appreciate the sunscreen for its high level of protection and baby-safe formulation. Besides, it is also enriched with humus extract, which stimulates skin immunity and restores skin microbiome. The common thread is that each product reflects our commitment to blending time-tested Indian skincare traditions with the safety and efficacy demanded by modern parents.
StartupTalky: You’ve ventured into adult skincare as well. How do you maintain the same commitment to safety and natural ingredients across both your baby and adult product ranges?
Ms. Akanksha Sharma: Our approach to adult skincare mirrors our philosophy for baby care: safety, natural ingredients, efficacy, and transparency are non-negotiable. Our team of R&D experts has conducted meticulous research and rigorous quality checks to ensure all our products meet the highest standards. For adults, we’ve drawn on traditional Indian nuskhes while addressing specific skincare needs with modern scientific advancements.
StartupTalky: What were the most significant challenges CITTA faced in 2024 and how did you overcome them?
Ms. Akanksha Sharma: One of our biggest challenges was navigating the competitive landscape of the skincare industry while staying true to our core values of safety and transparency. Educating customers about the importance of natural, effective ingredients over harsh alternatives required consistent efforts. Additionally, scaling our operations to meet growing demand was another hurdle. We overcame these challenges by staying focused on our mission, investing in a talented team, and leveraging customer feedback to refine our products and messaging.
StartupTalky: What trends or opportunities do you foresee for growth in the baby and skincare industry in the next 2-3 years?
Ms. Akanksha Sharma: We see a continued shift toward conscious consumption, with parents prioritizing safe and transparent products. Skincare solutions that blend traditional wisdom with modern science will likely remain in demand. Personalization is another key trend, with customers seeking products tailored to their specific needs.
Additionally, digital-first strategies and direct-to-consumer models will continue to be critical for brand growth. At CITTA, we aim to lead these trends by innovating our product offerings, expanding into niche skincare categories, and embracing technology to connect with our audience.
StartupTalky: How has customer feedback shaped the development of your products?
Ms. Akanksha Sharma: Parents often share their concerns, preferences, and ideas, which guide our product development process. Listening to our customers ensures we stay relevant and responsive to their evolving needs.
StartupTalky: How do you utilise social media in your overall marketing strategy, and which platforms have been most effective for growing CITTA’s presence? Are there any particular growth hacks that worked well for you?
Ms. Akanksha Sharma: Platforms like Instagram and Facebook have been particularly effective in building our community, while YouTube has helped us share educational content and campaigns like #LetsThinkBeyondColour. One growth hack that worked well was leveraging user-generated content – parents sharing their experiences with CITTA products have built trust and authenticity around our brand. Influencer collaborations and targeted ads have also helped amplify our reach.
StartupTalky: As a founder, what advice would you give to other founders in the skincare industry?
Ms. Akanksha Sharma: Stay true to your vision and core values, even as you scale. The skincare industry can be competitive, but building a brand rooted in authenticity and transparency will earn customer trust over time. Invest in research and prioritize quality as customers are becoming increasingly informed and discerning.
StartupTalky presents Recap’24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.
India’s fashion market is changing, with customers seeking a combination of traditional craftsmanship and contemporary design. Past Modern, founded by Shivang Chandna, is redefining fashion by merging India’s rich heritage with contemporary, ready-to-wear collections that emphasise sustainability.
In this edition of Recap’24, we feature Past Modern and its Founder, Shivang Chandna. He discusses how the brand blends traditional Indian crafts with modern design, its focus on transparency, and its mission to instill pride in Indian culture. With an eye on sustainability and craftsmanship, Past Modern is creating fashion that connects India’s past with its future.
StartupTalky: Give us a brief about Past Modern. What makes it unique in blending tradition with modern fashion?
Mr. Chandna: Past Modern’s intent is to absorb the rich past of our country and present it on a modern palette for the present-day customer. Stories of our country have immense value and they need to be re-packaged to inspire a wider audience. Our ability to tie the influences of the past with the demands of a modern lifestyle together, instill a sense of pride in our community, and design hot-sell products that are highly desirable makes us unique.
Brands must become an extension of their community’s identity and Past Modern is designed for people who are working every day to craft their future and seek to carry the beauty of their past with them, with pride. It is for the modern Indian who is ripe to take on the world.
StartupTalky: What was your motivation behind starting Past Modern? How has the vision evolved since then?
Mr. Chandna: I went to the United States for my college education and it was where I began embracing my Indian identity more so than ever. I believe you have to be removed from your environment at times to explore the depth of yourself and my time there was both an external and internal journey of discovery. I dived into Indian literature, studied the movies of Satyajit Ray and Shyam Benegal, consumed the art of Amrita Sher-Gil, Raza, and Souza, and learned about our country’s vivid past. I was instilled with a new sense of pride in my culture and felt the urge to share these stories with my peers back home.
Fashion has always been a part of my visual expression and while I was embracing my Indian self, I was also seeking new ways to express it through my clothing. I did not want to wear a dhoti to class because I felt it had no fixed form, no pockets, and did not align with my daily needs so the first garment I designed was a trouser that mimicked a dhoti’s silhouette but had the comfort of a sweatpant. That was the beginning of merging the past and the modern.
It was a powerful expression and wearing it to college every day brought attention to it. People began questioning what it was and expressing their desire to own one which made me realise the true power of fashion. If done correctly, fashion can intrigue viewers, and force them to pause, question, and learn; and that is how I knew what my calling was – to express my learnings through clothing. That is the intention of Past Modern – to educate consumers of our country’s glorious past, to instill a new sense of pride, and to weave the beauty of our culture with a modern expression.
To answer your question about evolving, I believe one should be stubborn on vision but flexible in approach so while the vision remains fixated on using clothing as a medium to encourage conversations about Indian creations and instill a sense of pride amongst a new generation of consumers, the approach is flexible.
Though a creative endeavour, fashion is a business and a rather tricky one because our job is to create new styles to allow consumers an extension of their personality on the assumption that they will desire the said product. Fashion is also not a one-person business and requires multiple people throughout the process who depend on us for their livelihood so the balance has to be maintained consistently. We really walk a tightrope every day.
StartupTalky: What new products, collections, or features did you introduce in 2024, and what inspired these designs?
Mr. Chandna: We paid homage to one of India’s most acclaimed modern artists – S.H. Raza through our craft. We developed ready-to-wear and artisanal offerings that built on the ethos of his artistic expression and combined our exquisite craftsmanship. A lot of our attention, as a design studio, is not just focussed on adding new crafts but also on enhancing our current medium. We went through multiple iterations of sequin embroidery to refine the gradient ombre effect achieved by placing each micro sequin with utmost care. The intent was to translate Raza’s color palette on fabric in a manner that provides a certain rhythm to it and it took a lot of hardship to accomplish.
We also built relationships with weavers and expert artisans across the country to build supply channels for hand-woven fabrics and other textile crafts which we seek to integrate into our product offerings next year. This was a rather slow but gratifying process as most of these weavers operate from remote areas and to build those partnerships we had to travel to them and convince them of our intent. It also allowed our design team to learn more about these processes – their intricacies, limitations, and ecological impact. A lot of time was spent consuming new information and working on ways to apply our design philosophy to them. We are very excited to present our offerings next year.
StartupTalky: What is the USP of Past Modern, and how does it stand out in today’s fashion industry?
Mr. Chandna: Past Modern stands out by placing itself right in the middle of the past and the modern. We are focussed on expressing a vision that stems from the past and finds a place in the future. We are constantly researching and exploring ways to modernise past practices of textile developments in India alongside effective communication channels to share stories of our country and its creatives.
Our USP is our ability to tie these influences together, instill a sense of pride amongst our community, and design hot-sell products that are highly desirable. We are a community-focused brand and that has allowed us to stand out because our ethos resonates with a certain audience and they want to connect their identities to the brand and what it represents.
StartupTalky: How has the fashion industry in India and globally evolved in recent years, and how has Past Modern adapted to these changes?
Mr. Chandna: Globally, fashion conglomerates have struggled to maintain consumer interest. New age, independent consumer brands have been able to communicate much more effectively. Consumers around the world appear to share a common sentiment. They are much more informed now and reject being convinced to pay a hefty premium for buying from a ‘heritage house’. They seek transparency and appreciate sincerity. They want to look behind the curtains and ask the right questions – who is designing products, what is the intention, what is the environmental impact, and how is the work environment?
To build a community that swears by the brand and its offerings, it has become quintessential for brands to welcome consumers with wide arms, and share their failures, aspirations, and practices.
At Past Modern, we did not have to adapt to these changes because we are in absolute agreement with these notions and are building our brand communication on the same principles. We showcase our new developments, the team, the studio, and every step of the process. Transparency is key to us and though we may not be perfect, we strive to improve every day and our community will join us on this journey.
StartupTalky: How important is Instagram for Past Modern’s marketing strategy, and how do you engage with your audience on the platform?
Mr. Chandna: Extremely important. As an online brand, we deeply rely on Instagram for our brand communication. It’s a great tool for us to connect with our consumers, showcase our developments, share our inspiration and ethos, and build a community around the brand. We share a lot of content expressing the stories of Indian creatives from the past to build more awareness. Our founder also hosts a podcast series wherein he engages with creatives from multiple fields and discusses myriad topics.
StartupTalky: Customer loyalty is key for any brand. How do you keep your customers engaged and ensure repeat purchases? Could you share any successful retention strategies or loyalty programs?
Mr. Chandna: There is a disbelief that repeat purchases are a result of discounting practices whereas the truth is that repeats occur based on product quality and service delivered. If a customer loves your product and appreciates the support provided from the point of purchase to delivery and after, they will come back to you. If it exceeds their expectations, they will become an ambassador and encourage others around them to buy from you. So the best approach to achieving a repeat customer is to refine the experience and quality consistently. Minor improvements may have a massive impact and minor negligence will have terrible repercussions.
StartupTalky: What tools or technologies do you use to manage your business and keep operations running smoothly?
Mr. Chandna: There are multiple tools we have integrated on our brand website that enhance the customer experience, for example – size finder based on previous purchases, delivery timelines derived from customer pin codes, and video clips of clients wearing our products to help customers better gauge the garment’s appearance. There are also backend tools that allow us to track raw material used, inventory consumed, and tracking software to pinpoint the exact status of an order.
StartupTalky: What challenges did you face in 2024, and how did you overcome them while staying true to your brand values?
Mr. Chandna: 2024 was our growth year. We grew our consumer base and order volume month on month. Hiring quickly and well became extremely crucial to meet operational demands and sustain growth without compromising on our brand commitments. I was the sole individual responsible for design until May but my growing responsibilities encouraged me to build a design team that can translate my vision to reality. This was our year of laying the foundation right for our business and that is extremely challenging because the future of our organization will be built on this and hence it must be laid out well.
We also took up the challenge of offering more ready-to-wear products and introduced a menswear line. As an artisanal brand, time and price are not major constraints but these become extremely crucial when designing for ready-to-wear. Fabric and samples also require more rigorous testing to gauge the impact of everyday wear.
It was a challenge to work with new fabrics, explore printing and embroidery techniques that can enhance garments, and not compromise on comfort but we came out victorious. Most of these styles became our most loved products, consumers were delighted to have the option to wear our brand more frequently, and we added a substantial male audience. This year made us appreciate the importance of chasing new challenges because on the other side of every hurdle lies a wonderful opportunity.
StartupTalky: What growth opportunities do you see for Past Modern in the Indian and global markets? Have you noticed any interesting differences in customer behaviour across Indian states?
Mr. Chandna: There is a greater interest and appreciation for Indian culture around the world. We are finally breaking free of the prejudices and preconceived notions imposed on us and forming a fresh identity. People around the globe are learning that there is more to India outside snake charmer, bullock carts, and spiritual gurus and they are eager to update their perspective. Indian brands across industries, fashion, cosmetics, furniture, and consumables, built on strong Indian ethos but packaged with a modern flair are witnessing tremendous demand.
At home too, consumers are replacing Western brands with Indian counterparts and this is not solely driven by the Swadeshi movement but also because Indian brands are offering better products, tailored better to consumer needs coupled with effective and transparent marketing. Consumers are more self-aware than ever and it is amazing to witness them challenging the status quo. It would be biased to say that Indian brands and businesses are primed to lead the charge in disrupting global market dynamics but I am wholeheartedly rooting for us.
StartupTalky: Looking ahead, what are your goals for expanding Past Modern’s product range, customer base, and presence in the fashion industry?
Mr. Chandna: Past Modern is a mission, before a brand, driven with the intention to revive our rich cultural past through a modern expression. Though clothing is a great medium to express these influences, it would be beautiful to apply the same ethos to other products like perfume, footwear, jewellery, handbags, home textiles, and furniture to name a few. The expression stems from a myriad of influences and hence, it would be terrible to confine it to clothing.
Our foremost desire is to instill a sense of pride for our culture in our consumers without forcing them to compromise on their preferences. If we can achieve that, they will yearn for more products from us that achieve the same objective. We do not necessarily aspire to mark a presence in the fashion industry. Past Modern’s presence should be in the minds of all individuals who love their identity and seek a means to express the maximum version of it. The future is exciting.
StartupTalky: As a founder, what advice would you give to young designers or D2C founders looking to build a unique brand like Past Modern?
Mr. Chandna: Most answers we seek to find lie within ourselves if we have the intrigue and courage to ask the right questions. Do not pay heed to any advice. Take time to discover yourself, find what motivates you, and dedicate your energy to expressing it. To make a mark, you must have a unique offering and you cannot create anything more distinct than yourself.
StartupTalky presents Recap’24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.
Men’s ethnic wear is a growing industry, and a name that is making a significant mark of its own in this industry is Vanshik. The brand combines modern designs with traditional craftsmanship, redefining men’s festive and wedding fashion.
In this edition of Recap’24, we feature Vanshik, a brand known for its sherwanis, bandhgalas, kurtas, and bundi sets. Vikas Jaggi, Founder of Vanshik, shares the inspiration behind creating the brand, its popular collections like Lucknowis and Pashminas, and its plans for growth in the men’s ethnic wear market.
StartupTalky: What inspired the creation of Vanshik, and how did you identify a gap in the men’s ethnic wear market that your brand addresses?
Mr. Jaggi: Men were raising their style quotient considerably and wanted to break away from the mould of the plain, boring look. Getting married in a suit or wearing a shirt and trousers for festivals and weddings felt so unauthentic. This realization helped us identify the market gap and ultimately inspired the creation of Vanshik.
StartupTalky: What are Vanshik’s key categories of ethnic wear?
Mr. Jaggi: The main categories of ethnic wear offered by Vanshik include Sherwanis, Bandhgala, Luxurious Kurtas, and Bundi Sets.
StartupTalky: Could you highlight your most popular designs or collections?
Mr. Jaggi: Lucknowis, Paschminas, and Kashmiri collections are the most popular collections of Vanshik.
StartupTalky: How do you ensure that Vanshik products blend traditional craftsmanship with modern style preferences?
Mr. Jaggi: Our silhouettes are sleek and slender, combined with fine, intricately blended craftsmanship on the garments. This approach renders the desired sharp and sophisticated look.
StartupTalky: Festive seasons are big for ethnic wear. What marketing strategies have proven effective for Vanshik during these times?
Mr. Jaggi: During festive seasons, the market looks for cheerful and easy silhouettes that are both fun and comfortable. All our campaigns are designed to promote these looks.
StartupTalky: Given the rise of online shopping, how does Vanshik create a unique and engaging customer experience on its e-commerce platform?
Mr. Jaggi: To create a unique and engaging customer experience, we focus on several key features:
Easy-to-navigate website
Color options
Customization windows
Smooth payment gateways
Order follow-up and updates
After-sales follow-up
StartupTalky: What strategies have you found to be most effective in driving online sales?
Mr. Jaggi: Online promotions, as per the season’s flavor—such as festivals and weddings—have proven to be highly effective in driving sales.
StartupTalky: What has been the most successful marketing strategy for Vanshik?
Mr. Jaggi: Our most successful strategy is creating a diverse range of categories to cater to a wide demographic and effectively promoting them.
StartupTalky: As the ethnic wear market continues to grow, what is Vanshik’s vision for the next 2-3 years, and how do you plan to scale in terms of product range, geographic reach, or customer base?
Mr. Jaggi: We see Vanshik solidifying its base in the coming years as a brand to reckon with in the men’s ethnic wear segment. Our plan to scale includes increasing production and promoting the brand both domestically and globally.
StartupTalky: What advice would you give to aspiring entrepreneurs looking to start their own ethnic wear brand, and what key lessons have you learned in your journey?
Mr. Jaggi: Hang on to the unique quality of your brand and work on that sincerely. Don’t try to do what the market is doing just to get numbers. Instead, focus on building your concept and slowly and steadily take off from there. The key lessons I’ve learned are that patience, persistence, and passion can help you climb any mountain.
StartupTalky presents Recap’24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.
Eyewear is no longer just a necessity—it has become a statement of style, identity, and self-expression. Abdus Samad, the visionary founder of Sam & Marshall Eyewear, has redefined this perspective by creating a brand that merges functionality with fashion. Inspired by his deep connection to eyewear and passion for innovation, Samad has turned eyewear into more than a utility—making it a lifestyle accessory.
In this edition of Recap’24, Samad shares the journey behind Sam & Marshall Eyewear, its unique collections like the “Perspective: India Birthday Launch,” and how the brand stays ahead in a competitive market. From facing challenges in 2024 to exploring trends like smart glasses and AR, Samad offers insights into the future of eyewear and valuable lessons for aspiring entrepreneurs.
StartupTalky: What inspired you to start Sam & Marshall Eyewear, and how does it reflect your vision for eyewear fashion?
Mr. Samad: The foundation of Sam & Marshall Eyewear is deeply rooted in my personal connection to eyewear. Growing up in an environment where my father’s eyewear business was a constant influence, I developed an innate appreciation for the craft. As a child, I was always seen with sunglasses, which evolved into a personal obsession with how eyewear could shape identity and elevate style. This passion, paired with a desire to break free from conventional eyewear, inspired me to create a brand that doesn’t just offer glasses but aims to make eyewear a true expression of individuality. At Sam & Marshall, we are committed to redefining the way eyewear is perceived—where style meets practicality, and design meets self-expression.
StartupTalky: Can you share the key products and features you’ve introduced recently to meet customer expectations?
Mr. Samad: We’ve been working hard to keep up with what our customers want. Our product range now includes everything from sunglasses to prescription eyewear, and even sports sunglasses. One of the most exciting things we’ve done recently is the “Perspective: India Birthday Launch” collection. It’s our way of saying thank you to India for supporting us over the past five years. This special collection is inspired by the beautiful landscapes across India, and each pair reflects a unique perspective. It’s a way for us to blend style with meaning while showing our gratitude for the incredible journey we’ve had so far.
StartupTalky: What factors do you consider when designing and curating new collections to stay relevant in the evolving eyewear market?
Mr. Samad: When designing new collections, our primary focus is on blending timeless aesthetics with current trends. We aim to create pieces that don’t just follow fleeting fads but offer long-lasting appeal. Customer feedback plays a huge role—whether it’s through reviews, direct feedback, or social media interactions, we take every input seriously to ensure we’re meeting their expectations.
We also consider functionality and lifestyle needs, designing eyewear that’s versatile and practical for everyday use, whether it’s for work, sports, or leisure. Materials are another key factor—we prioritize sustainable and durable options like bio-based acetate and tinted metal to ensure our products align with modern values.
StartupTalky: With over 100,000 happy customers, how do you keep them engaged and ensure repeat purchases as an e-commerce brand? Can you share specific customer retention initiatives or loyalty programs that have proven successful for your brand?
Mr. Samad: In the early days, we took a very personal approach to customer engagement by calling them directly to gather feedback. This not only helped us improve but also built strong, trusting relationships with our customers. As we’ve grown, we’ve continued to prioritize that personal touch, even as we scale. We’re currently working on launching a loyalty program that will reward our most loyal customers with exclusive benefits, and it will tie in with a new product line we’re preparing to release. We believe these initiatives, along with consistently offering high-quality products and excellent service, will help keep our customers engaged and ensure repeat purchases.
StartupTalky: What are the main strategies you use for marketing your products? Tell us about any growth hack that you pulled off.
Mr. Samad: Our marketing success lies in being consistent with our content and staying ahead with innovative approaches. We focus on creating visually appealing, relatable, and informative content that highlights our products’ quality and style. Whether it’s introducing new collections or engaging with trends, we ensure our messaging stays fresh and relevant.
One of our most effective growth hacks has been leveraging seasonal sales and exclusive launches to create excitement and drive traffic. By aligning product drops with customer demand and timing them strategically, we’ve been able to boost visibility and sales significantly. It’s about understanding what our audience wants and delivering it consistently in a way that keeps them engaged.
StartupTalky: What tools or technologies do you use in your e-commerce operations to improve the customer shopping experience and streamline business processes?
Mr. Samad: We rely on a range of tools and technologies to ensure a seamless shopping experience and efficient operations. For logistics and order fulfillment, we use platforms like Logisy to optimize shipping, track deliveries, and manage returns efficiently. Our website is built to prioritize user experience, with features like easy navigation, secure payment gateways, and clear product categorization to help customers find what they need quickly.
StartupTalky: What were the biggest challenges Sam & Marshall faced in 2024, and how did you overcome them?
Mr. Samad: One of the biggest challenges we faced in 2024 was finding the right partners in procurement who could align with our vision for quality and innovation. It was crucial to work with suppliers who understood our commitment to delivering high-quality products that meet our customers’ expectations.
This mismatch initially caused procurement issues and delays, but we took proactive steps to address it. By refining our partner selection process, prioritizing communication, and establishing clear quality benchmarks, we were able to overcome these challenges.
StartupTalky: What opportunities do you see for scaling your brand, and how do you plan to grow your products, customers, and team?
Mr. Samad: We see tremendous opportunities for growth by diversifying our offerings and expanding our reach. One of our key focuses is stepping into offline retail to complement our strong online presence. This will allow us to connect with customers directly and enhance the overall brand experience.
We’re also committed to continuous product innovation, ensuring we stay ahead of market trends while delivering better quality with every launch. Expanding into new categories and improving our existing lines will help us cater to a wider audience. As we scale, we also plan to invest in building a stronger, more skilled team that shares our vision and passion. These steps will allow us to grow our customer base while staying true to the quality and values that define Sam & Marshall.
StartupTalky: How has the eyewear space evolved in recent years, and what trends or opportunities excite you most about its future?
Mr. Samad: The eyewear space has evolved significantly in recent years. What was once considered just a functional product has now become an essential lifestyle accessory. People are no longer just buying glasses for vision correction but for personal style, comfort, and self-expression. This shift in perception has opened up exciting opportunities for brands to innovate and offer eyewear that combines both fashion and functionality.
Looking ahead, one of the biggest opportunities is to position eyewear as a tech product that can serve even broader purposes for the masses. With the rise of smart glasses, augmented reality, and enhanced lenses, there’s great potential to integrate technology into eyewear to make it more useful and versatile for everyday life. This is an exciting direction for the industry, and it’s something we’re eager to explore.
StartupTalky: What’s one piece of advice you’d like to give to other founders from your journey so far?
Mr. Samad: Stay consistent, and if you truly believe in something, take action—just start doing it. The journey won’t always be easy, but progress comes from persistence and effort. Don’t wait for the perfect moment or overthink every detail; the key is to keep moving forward. Trust in your vision, put in the work, and things will start to align over time. Momentum builds success.
StartupTalky presents Recap’24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.
As workplaces evolve, HR technology has become essential for simplifying operations and improving employee experiences. Leading this change is greytHR, an HRMS platform supporting over 27,000 businesses in 25+ countries. With a mission to provide a complete hire-to-retire HR solution, greytHR is helping HR professionals tackle modern challenges.
In this edition of Recap’24, Sayeed Anjum, Co-founder and CTO of greytHR, shares greytHR’s journey, insights into the HRMS industry, and how the platform stays ahead with innovation. From key industry trends to customer success strategies, this interview is packed with lessons for SaaS founders and HR leaders.
StartupTalky: What service does greytHR provide? What was the motivation/vision with which you started greytHR?
Mr. Anjum: greytHR is a full-suite HRMS platform offering comprehensive ‘Hire-to-Retire’ solutions for managing people operations. The platform simplifies every aspect of HR, including recruiting, onboarding, engaging, paying, appraising, retaining, and retiring employees ‒ all seamlessly integrated into a single solution.
When we started greytHR, the vision was clear: to address the everyday challenges faced by HR professionals with a simple and scalable solution.Over time, this vision has evolved into a mission to create a global HR ecosystem that helps organizations build thriving, people-first workplaces. At greytHR, we believe businesses succeed when their people succeed, and everything we do is focused on enabling that success for our customers.
StartupTalky: How has the HRMS industry changed in recent years, and what trends do you see for the future?
Mr. Anjum: The HRMS industry has evolved significantly, shaped by the rise of remote work, shifting workplace models, and advancements in technology. Cloud-based platforms are now the norm, providing businesses with the flexibility to scale while ensuring security and compliance. HRMS tools have also become more employee-focused, offering mobile-first, self-service options that make it easier for employees to manage tasks on their own.
One of the biggest changes has been the integration of AI, which is transforming how HR teams operate. From automating routine processes to offering predictive insights and personalized employee experiences, AI is helping businesses stay ahead.
Looking ahead, the industry is expected to further embrace AI and machine learning, leading to hyper-personalized employee interactions and more intuitive self-service platforms. Furthermore, the integration of advanced people analytics will provide deeper insights into workforce trends, enabling organizations to make proactive decisions about talent management and development.
In essence, the future of HRMS lies in its ability to combine advanced technology with a deep understanding of evolving workplace dynamics, fostering environments that are both efficient and employee-focused.
StartupTalky: What key metrics do you track to monitor greytHR’s growth and performance?
Mr. Anjum: As a SaaS company, we focus on metrics that reflect both business growth and customer success:
Customer Metrics
Customer Growth: Serving 27,000+ customers in 25+ countries, we track acquisitions to measure market reach.
Net Promoter Score (NPS): Gauges customer loyalty and identifies improvement areas.
Customer Satisfaction (CSAT): Currently 95%+ reflecting excellent support.
Response and Resolution Time: Ensures timely, effective problem-solving.
By monitoring these metrics, we stay data-driven, focused on improving our product, and committed to delivering exceptional value to our customers.
StartupTalky: What opportunities do you see for future growth in the HRMS industry, both in India and globally?
Mr. Anjum: The HRMS industry is witnessing significant growth, both in India and globally. In India, the market is expanding beyond metropolitan areas into Tier-I and Tier-II cities, with businesses actively seeking tools to streamline their people operations, ensure compliance, and boost productivity.
At greytHR, we are proud to be trusted by over 27,000 businesses and to support more than 2.5 million users across 25+ countries.
Our growth strategy is multi-faceted. Domestically, we aim to deepen our presence in cities across India. Globally, we are expanding our reach into Southeast Asia. Furthermore, we are well-equipped to support larger clients, including enterprises with over 1,000 employees, through our comprehensive full-suite HRMS. The future of HRMS is promising, and we are excited to be at the forefront of this transformation!
StartupTalky: What new features have been added in 2024 to greytHR?
Mr. Anjum: At greytHR, we focus on delivering value through an evolving ecosystem of accessible and cost-effective solutions. Over the past two years, we’ve introduced a variety of features and enhancements tailored to meet the diverse needs of businesses. Here are some of the key modules launched recently:
Performance Management System (PMS): A comprehensive module to manage employee goals, track progress, and conduct appraisals seamlessly.
greytHR Recruit: An all-in-one recruitment solution designed to streamline the hiring process.
Unite Marketplace: A hub for third-party apps, enabling businesses to integrate and expand their ecosystem effortlessly.
Pan-Aadhar Link Validation: Bulk validation of Pan-Aadhar link status for compliance needs.
Multiple Attendance Cycles: Enhanced management of varied attendance cycles within the organization.
Request Hub: An upgraded support ticketing system for efficient resolution tracking.
GTPro: A specialized solution to help Payroll Service Providers (PSPs) manage multiple clients effectively.
StartupTalky: What are the unique selling points (USPs) of your HRMS?
Mr. Anjum: Our focus has always been on delivering a platform that is versatile, user-friendly, and future-ready. Here’s what makes greytHR stand out:
Scalability: Whether you’re a team of 5 or 50,000, greytHR adapts effortlessly to your needs, making it suitable for organizations of any size.
Compliance-Friendly: Our platform is designed to stay ahead of statutory requirements and changes, helping businesses remain compliant without effort.
Comprehensive Coverage: greytHR handles every aspect of HR and payroll, from onboarding to offboarding, offering a truly all-inclusive solution.
Mobile-First Design: Critical HR tasks can be performed on the go using the greytHR app, ensuring accessibility and convenience.
Intuitive UX: With a user-friendly interface, greytHR is easy to navigate, even for those with low technical expertise.
By combining innovation with a customer-first approach, greytHR continues to deliver solutions that simplify HR operations and empower businesses to focus on what they do best.
StartupTalky: Customer success has become more important than ever. How do you ensure that your clients, particularly CHROs and CFOs, are engaged and satisfied?
Mr. Anjum: Ensuring that CHROs and CFOs are engaged and satisfied starts with truly understanding their goals and challenges. A B2B HRMS needs to go beyond being a product ‒ it must deliver real, measurable value that aligns with their strategic priorities. At greytHR, we focus on being a partner that CHROs and CFOs can depend on to drive success. Here’s how we do it:
Solve their biggest challenges: For CHROs, success often hinges on improving employee engagement, simplifying HR processes, and gaining better workforce insights. CFOs, on the other hand, prioritize controlling costs, ensuring compliance, and maintaining financial clarity. A great HRMS like greytHR tackles these challenges head-on by automating compliance, optimizing payroll, and providing data-driven workforce analytics that aligns with these priorities.
Deliver an intuitive and reliable platform: HR platforms handle critical operations like payroll, compliance, and employee management. That’s why we ensure greytHR is easy to use and reliable, minimizing friction for both HR teams and employees. With a mobile-first design and self-service capabilities, we empower CHROs and CFOs to stay connected and informed — anytime, anywhere.
Build a thriving customer success ecosystem: Engagement doesn’t end with implementation. We’ve built an entire ecosystem that includes a dedicated support team, community, and expert-led resources like training programs and webinars. Our webinar series, Parichay, invites CHROs from across industries to share best practices and expertise, creating a space for collaboration and learning. Similarly, our award-winning podcast series, greytFM, brings thought leaders together to inspire and educate HR professionals.
StartupTalky: What are the different strategies you use for marketing greytHR? Tell us about any growth hack that you pulled off.
Mr. Anjum: At greytHR, our marketing is rooted in the philosophy that the best marketing comes from delivering exceptional value. Our deep, feature-rich HRMS, coupled with robust compliance capabilities, ensures that our product becomes our strongest advocate.
We’ve created a vibrant HR ecosystem that goes beyond software. It includes greytFM, our award-winning podcast, where industry leaders share actionable insights, and Parichay webinars, led by CHROs and experts, to explore best practices. Through the greytHR Community, we connect HR professionals to share knowledge and collaborate. Our extensive compliance resources and tools further empower businesses to stay ahead of regulations with confidence.
With platforms like greytHR Academy, offering training and certifications, we ensure our customers and prospects are equipped to succeed. This value-driven approach makes greytHR more than a product ‒ it’s a trusted partner dedicated to the growth and success of businesses.
Parichay Webinar by greytHR
StartupTalky: What advice would you give to other SaaS founders looking to build successful products in the HR tech space?
Mr. Anjum: The HR tech space is an exciting domain to build in today because we’re not just creating tools — we’re shaping how people work, grow, and thrive.
The most successful products are those that are built with the customer at the center of everything they do. In the HR tech space, this means deeply understanding the evolving needs of HR professionals, employees, and organizations.
Start with trust. Whether it’s data security, compliance, or reliability, your customers need to know they can depend on you. Trust is the foundation of every great SaaS product, and in HR, where you’re handling sensitive employee data, it’s non-negotiable.
Innovate relentlessly, but with purpose. Technology should be a force for good ‒ something that simplifies processes and enhances people’s lives. Focus on delivering solutions that not only solve today’s problems but also anticipate the challenges of tomorrow. AI, automation, and analytics are powerful tools, but their true value lies in how they empower people.
Finally, adaptability is key. The tech landscape is constantly changing. What works today might need to evolve tomorrow. Therefore, stay curious, listen to your users, and be ready to adapt when necessary.
StartupTalky presents Recap’24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.
India’s skincare market is expected to grow by 2.57% from 2024 to 2029, driven by the demand for personalized and sustainable products. People want skincare that fits into their self-care routines and reflects their values. Trends like clean beauty and technology-driven solutions are shaping the future of this industry today.
In this edition of Recap’24, we feature Purple Pompa, a brand focused on balanced, natural aging and tech-driven skincare. We connected with Rohit Rao, Co-Founder and CEO of Purple Pompa, who shared insights into the brand’s journey, its AI-powered skin analyzer, and its commitment to transparency and sustainability in the skincare market.
StartupTalky: What inspired you to start Purple Pompa, and how did you identify the market need?
Mr. Rohit Rao: Purple Pompa was born out of a desire to redefine how skincare is perceived. We noticed a market gap where most brands focused on anti-aging rather than embracing natural, balanced aging. Drawing from a three-decade-old testing lab’s expertise, we envisioned creating a line that empowers individuals to feel confident at every stage of life. The market need was clear: consumers wanted effective, transparent skin care products aligned with their self-care and sustainability values.
StartupTalky: How has Purple Pompa’s product line evolved since its launch, and what new features or products have you introduced in 2024?
Mr. Rohit Rao: Since our launch, Purple Pompa has remained committed to innovation and agility. We’ve expanded our product line to include solutions tailored to specific skin concerns under the Vegan Biomarine and scientific range, thereby expanding our market coverage. We also introduced an AI-powered skin analyzer on our platform, offering personalized recommendations based on skin type and goals. This feature has deepened customer engagement and reaffirmed our commitment to technology-driven personalization.
StartupTalky: What trends and opportunities do you see for growth in the skincare industry in the next 2-3 years?
Mr. Rohit Rao: The Indian skincare market, valued at approximately USD 1.3 billion, is poised for further growth, and we believe that the brands that will thrive are those that innovate while remaining committed to sustainability and consumer well-being. The industry is gravitating toward holistic skincare solutions and sustainability. Consumers increasingly value safe, transparent, and ethical practices, and there’s a growing demand for personalized, tech-enabled solutions. Opportunities lie in leveraging technology, clean beauty innovations, and expanding into untapped markets for holistic wellness – that is on a threshold of rapid growth.
StartupTalky: What key metrics or KPIs do you focus on to measure Purple Pompa’s growth and success?
Mr. Rohit Rao: We prioritize metrics that capture both growth and customer satisfaction. These include customer retention rates, channel efficiency metrics, our AI analyzer’s adoption, and the volume of positive feedback. Sales growth and penetration in new markets are essential, but they are complemented by tracking our sustainability efforts, such as the adoption of eco-friendly practices in our supply chain.
StartupTalky: What were the most significant challenges Purple Pompa faced IN 2024, and how did you overcome them?
Mr. Rohit Rao: One challenge was ensuring agility in a rapidly evolving market. To address this, we implemented an active feedback loop with customers, which helped us refine our offerings. Additionally, supply chain disruptions required us to strengthen partnerships and explore alternative sourcing strategies, ensuring both quality and sustainability remained uncompromised.
StartupTalky: How does Purple Pompa ensure customer loyalty and engagement, and what initiatives have been particularly successful?
Mr. Rohit Rao: Our customer-centric approach drives loyalty. Initiatives like our AI skin analyzer and personalized skincare plans have resonated deeply with our customers.
StartupTalky: What main channels do you use to connect with your audience, and what role do social media and content play in your strategy?
Mr. Rohit Rao: Social media is a cornerstone of our strategy, enabling direct engagement with our audience. Platforms like Instagram and LinkedIn showcase our philosophy and educate customers on age-balance skincare. Thoughtful content, from tutorials to blogs, not only builds trust but also reinforces our positioning as a brand that values knowledge and empowerment.
StartupTalky: As Purple Pompa grows, how do you plan to scale your business in terms of customer base, product offerings, and team expansion?
Mr. Rohit Rao: We aim to scale by entering new geographies, enhancing our product portfolio with innovative solutions, and building a strong distribution network. Internally, we are building a culture of creativity and collaboration, empowering our team to drive the brand’s vision forward.
StartupTalky: As a founder, what advice would you give to new entrepreneurs entering the skincare industry based on your experience?
Mr. Rohit Rao: My advice is simple: stay true to your values and listen to your customers. The skincare industry is dynamic, and success requires constant innovation and adaptability. Prioritize transparency, build a team culture of creativity, and embrace sustainability—it’s not just a trend but the industry’s future.
StartupTalky presents Recap’24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.
India’s women’s health and wellness market is expected to reach $1.325 billion by 2030, growing at a compound annual rate of 7.8%. This growth highlights the increasing need for personalised wellness solutions among women. Nutrizoe supports this with its range of products designed to enhance women’s health at every stage of life.
In this edition of Recap’24, we connected with Ms. Richa Pendake, Founder and CEO of Nutrizoe, who shared insights about her journey of addressing women’s unique wellness needs. From launching Lactobites, India’s first lactation bar, to introducing SnackEasy, a pregnancy snack designed after extensive research, Richa discussed how Nutrizoe blends modern science with traditional wisdom to empower women through every stage of life.
StartupTalky: What inspired you to start Nutrizoe, and how did your personal experiences shape the brand’s vision?
Ms. Richa Pendake: As a mother and a woman, I faced several nutrition-related challenges throughout different stages of my motherhood. These personal experiences highlighted a significant gap in the market for tailored nutrition solutions for mothers. Especially when they take care of everyone else in the family except themselves. I wanted to create products that truly cater to the unique needs of women, providing them with the nourishment they need to thrive. This inspiration led me to start Nutrizoe, with a mission to support women through every phase of their lives.
StartupTalky: What products does Nutrizoe offer to address the unique wellness needs of women at different life stages?
Ms. Richa Pendake: At Nutrizoe, we support a mother’s wellness journey right from pregnancy, to breastfeeding and beyond with our science-backed nutrition.
For pregnancy, we offer SnackEasy, India’s first pregnancy snack, formulated after 15 months of research and development. Made with wholesome ingredients like millets, makhana, nuts, and seeds and fortified with folic acid, calcium, and Vitamin D2 to support mother and baby.
During breastfeeding, our flagship product, Lactobites Bars, naturally enhances lactation while supporting mothers’ recovery. It is now clinically tested and proven to increase breastmilk supply by up to 12x! The study has been published under CTRI Reference No.: REF/2023/09/073117.
In the postpartum recovery journey, we provide:
Momix Kheer: A nourishing Kheer premix inspired by traditional wisdom to support recovery.
Supermumz: A hazelnut chocolate-coated bar enriched with herbs and nutrients to support fat loss, energy, and hair growth.
At Nutrizoe, we’re committed to empowering women with tailored nutrition every step of the way.
StartupTalky: What is your outlook on the growth and opportunities in the women’s wellness industry in the next 2-3 years?
Ms. Richa Pendake: There is growing attention around this category as families are increasingly recognizing the importance of women in the household whether as a wife, mother, or sister. Many new brands are emerging with unique solutions tailored to women’s needs. By creating this niche, we have the opportunity to contribute to building a healthier generation, which is indeed very important.
StartupTalky: How did you identify the specific gaps in the wellness market for women, and what was the process behind developing Nutrizoe’s unique product offerings?
Ms. Richa Pendake: Fuelled by the vision of a brand that truly understood a mother’s unique needs, Saanket and I surveyed over 10,000 women to understand their nutritional challenges and needs. We collaborated with leading gynecologists, lactation experts, nutritionists, dieticians, and food technologists to research, test, and refine their products.
After 12 months of rigorous development, we introduced our first product: Lactobites, India’s first lactation bar, empowering new mothers with the nourishment they needed.
StartupTalky: Looking back at 2024, what milestones has Nutrizoe achieved, and how has the brand evolved in terms of product offerings, sales, and customer engagement
Ms. Richa Pendake: After months of back-and-forth, hard work, and overcoming numerous challenges, we finally launched SnackEasy. It was a long journey, but the dedication and perseverance paid off. This year, we’ve celebrated some significant milestones, including surpassing 1 million bars sold. We also completed our clinical trials and published it this year, which is a big achievement. Additionally, we expanded our product lineup with the launch of another exciting product Momix Kheer, marking the next step in our journey of delivering innovative, nutritious, and convenient options for mothers. We’re excited to continue empowering moms with solutions that truly make a difference.
StartupTalky: What have been the key challenges in building Nutrizoe, and how have you overcome them?
Ms. Richa Pendake: We launched the product in March 2020 through Actress Sameera Reddy and received a positive response. However, after a fortnight, the COVID national lockdown was announced. Despite the fact that the proposition was very good and effective we continued seeing an increase in sales. In fact we were happy to be part of a new moms’ journey in such crucial times when they did not have much help and support at home.
The initial challenges included fulfilling orders and creating awareness through doctors, as it was the COVID period. We tackled these challenges by listing ourselves on Amazon and leveraging social media, collaborating with healthcare professionals, collaborating with the CAPPA lactation expert body, and participating in events focused on postpartum. Pricing was also a consideration, and we ensured our products were competitively priced while maintaining high quality.
StartupTalky: How did being part of Amazon’s Launchpad Program and receiving recognition from the Times of India impact Nutrizoe’s growth and credibility?
Ms. Richa Pendake: We launched Lactobites during the peak of COVID-19, and at that time, we were figuring out the best ways to reach out and deliver our products to families. Being a part of Amazon’s Launchpad Program was well-timed, allowing us to connect with the right audience when they needed it the most. In the same year, we received the TOI award, which helped build confidence and trust with mothers, as well as establish credibility with the target audience, doctors, and hospitals. This recognition played a key role in solidifying our brand’s reputation and trustworthiness.
StartupTalky: What strategies have been most effective in raising awareness about Nutrizoe and connecting with your target audience to drive growth?
Ms. Richa Pendake: Word of mouth has played a significant role in our growth, as we’ve focused on making our product a true solution that is genuinely effective. We’ve built both offline and online awareness through events, collaborations with hospitals, and partnerships with doctors. For us, it’s not just about business; it’s about creating an ecosystem that supports mothers. Our lactation program was also designed to provide the guidance, support, and education that a mother truly needs during her breastfeeding journey.
StartupTalky: As a founder and mother, how do you manage the balance between running a business and addressing the wellness needs of your own family?
Ms. Richa Pendake: I’ve been a multitasker from the very start, and my mother-in-law has been my biggest inspiration. Seeing her manage her personal and professional life has inspired me a lot. One of the key lessons I’ve learned is the power of delegation—both personally and professionally. There’s no harm in asking for help when you need it, and reaching out to others is crucial for managing multiple responsibilities effectively.
StartupTalky: What are the next steps for Nutrizoe, and how do you plan to keep innovating in women’s wellness?
Ms. Richa Pendake: In the next 5-10 years, we at Nutrizoe have a vision of creating effective and high-on-taste solutions from planning your pregnancy to having a toddler. Partnering in the beautiful journey where they can leave their worries on us. Becoming a category creator in these phases. We aim to expand our product line to address more specific needs of women at various life stages and to reach a global audience. Our goal is to empower women everywhere with the nutrition they need to live healthier, happier lives. Ultimately, happy moms mean a happy nation!
StartupTalky: As a founder, what advice would you give to aspiring entrepreneurs looking to create a brand that serves a niche but essential market like women’s wellness
Ms. Richa Pendake: It’s crucial to understand that the problem you’re addressing is real. To do this, speak to the masses, plan thoroughly, conduct surveys, and engage with as many people in your target group as possible. Once you have that understanding, focus on providing solutions that are forward-thinking, combined with the right packaging, efficacy, and format. That’s what will ultimately win the game. Building a niche takes time; it’s like a runway where growth happens gradually. You’ll need to invest a lot of education and awareness to take off, but with the right approach, the results will follow!
StartupTalky presents Recap’24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.
The hair extension industry in India is growing pretty fast with increasing demand for high-quality products. This growth has opened up opportunities for brands to stand out by offering trusted, natural hair extensions that meet customer expectations.
In this edition of Recap’24, we explore the journey of Gemeria Hair, a brand that has set new standards in the market with its premium hair extensions and transparent sourcing practices. We connected with Mr. Shashi Kant Tyagi, Director of Gemeria India Pvt. Ltd., who shared insights into the brand’s beginnings, its achievements, and exciting plans for the future.
StartupTalky: What inspired you to start Gemeria Hair, and how did you ensure ethical practices in sourcing hair from South Indian temples?
Mr. Tyagi: The inspiration behind starting Gemeria Hair came from a desire to celebrate the beauty of natural hair while addressing the gap in the market for high-quality, ethically sourced hair extensions. I was passionate about creating a brand that would not only offer premium products but also reflect values of authenticity and sustainability.
We source all our hair from South Indian temples where hair donation is a sacred tradition. This is deeply rooted in the cultural and spiritual fabric of the region. By partnering with these temples, we maintain complete transparency and ensure that the proceeds from the hair benefit the temple communities, supporting local infrastructure and livelihoods.
StartupTalky: Gemeria has grown from zero capital to a turnover of INR 50 crores. Can you share the key milestones that contributed to this remarkable growth?
Mr. Tyagi: The growth of Gemeria Hair from a bootstrap startup to a thriving business with a turnover of INR 50 crores has been a journey of dedication, perseverance, and strategic vision. In the early stages, building trust with our customers was critical. By focusing on authenticity and superior quality, we were able to establish a loyal customer base.
Global expansion was another significant milestone. This allowed us to enter markets in the U.S., Europe, and the Middle East, scale up our operations, and get international recognition. Innovation also played a major role as we were constantly developing ready-to-wear clip-ins and keratin-bonded tips to meet emerging customer needs. Our strong D2C strategy, with e-commerce and social media, helped us reach a wider population and create a community around the brand.
StartupTalky: How has 2024 been for Gemeria Hair in terms of growth, challenges, and key achievements?
Mr. Tyagi: The year 2024 has been transformative for Gemeria Hair. We witnessed significant growth, especially in international markets like Dubai, where we expanded our D2C presence. This growth, however, was not without challenges. Global supply chain disruptions tested our resilience, and rising competition pushed us to innovate and adapt continuously.
Despite these challenges, the year was full of some achievements. We launched new product lines targeting diverse hair types and further cemented collaborations with salons and stylists across the globe. We also emphasized improving customer engagement by offering consultations tailored to the individual needs of customers and virtual try-ons, which raised the entire experience for customers.
StartupTalky: What makes Gemeria’s hair products, like your I-Tips and keratin-bonded tips, unique compared to others in the market?
Mr. Tyagi: Gemeria’s I-Tips and keratin-bonded tips differ from others in the market because of their unique quality and versatility. Made from 100% virgin Indian hair, these products give a natural look and unmatched durability. The sourcing process ensures that the hair retains its original texture and strength, making it a preferred choice for both professionals and consumers.
What truly sets these products apart is the attention to detail. They are designed for seamless application, whether by experienced stylists or individuals experimenting at home. Furthermore, the range of customization options in terms of color, length, and texture ensures that our products can cater to a wide array of preferences and styles.
StartupTalky: How has your focus on empowering women shaped the design and development of your products?
Mr. Tyagi: Empowering women has been at the core of Gemeria’s mission since the beginning. It is our belief that every woman should feel confident and beautiful and that our products help support that feeling of confidence. This philosophy affects every bit of product development: ensuring comfort and ease of use while creating styles that celebrate individuality.
Our commitment to empowerment extends beyond our customers to our team. A significant majority of our workforce comprises women who bring their skills, creativity, and attention to detail to every product we create. That is part of what makes them integral to the quality and craftsmanship that define Gemeria.
StartupTalky: As a D2C brand, what challenges did you face in scaling globally to markets like Dubai, and how did you overcome them?
Mr. Tyagi: Scaling a D2C brand globally comes with unique challenges, and our entry into markets like Dubai was not an exception. There were logistic barriers in terms of navigating regulatory requirements and optimizing supply chains to meet rising demand. Furthermore, entering such a competitive market called for differentiation of the brand and trust among new customers.
We addressed these issues by entering into agreements with local distributors to help streamline operations and ensure timely deliveries. Our marketing strategy focused on local preferences, highlighting the authenticity and quality of our products. Customer support localized to the market also was an important component in building a seamless experience and earning trust in new markets.
StartupTalky: With a portfolio of 1,600 product variants, how do you ensure quality control and customer satisfaction across such a diverse range?
Mr. Tyagi: Quality across this kind of portfolio is a challenge, but also a priority. We have put in place at Gemeria a multi-step quality assurance process that commences with sourcing and carries on through production, packaging, and delivery. That is a very thorough approach to ensuring every product meets our standards.
Customer satisfaction is equally important. We actively seek feedback and use it to improve our offerings. Our dedicated customer support team addresses concerns promptly, reinforcing trust and loyalty. This meticulous attention to detail and commitment to customer care have been instrumental in maintaining our reputation for excellence.
StartupTalky: How has the hair extension industry evolved over the years, and what latest trends do you foresee in the future as opportunities?
Mr. Tyagi: The hair extension industry has transformed significantly. It has moved towards more personalization, inclusivity, and sustainability. The demand is growing for products that can cater to unique hair types and lifestyles. Eco-conscious consumers are also driving brands to be more sustainable.
Opportunities will lie in moving towards the development of eco-friendly product lines and packaging. AI-enabled virtual try-ons will revolutionize the customer interface, creating a more responsive and personalized experience. The inclusion of varied needs of global consumer demands, including different textures and varieties, will continue to power growth in the industry.
StartupTalky: What’s your approach to marketing and customer engagement, especially for building brand loyalty?
Mr. Tyagi: At Gemeria, our marketing and customer engagement strategies revolve around authenticity and community. We use storytelling to connect with our audience, showcasing real transformations and the impact our products have on their lives. Social media plays a pivotal role, allowing us to interact directly with customers and create a sense of belonging.
It extends beyond just selling products. We’re here to teach customers about hair care and styling so they can make better choices for themselves, and our loyalty programs and special perks help drive the customer experience for long-term relationships.
StartupTalky: What role does innovation play at Gemeria, and what are some upcoming products or services customers can look forward to in 2025?
Mr. Tyagi: Innovation is the backbone of Gemeria’s success. We are always on the lookout for new technologies and materials to enhance our product offerings. This commitment to innovation ensures that we stay ahead of trends and consistently exceed customer expectations.
There, in 2025, I can expect to see many environment-conscious boxes; also, the variety will be more textured extensions targeted according to hair types. Some exciting work is being done: the inclusion of virtual styling tools, helping customers try out different kinds of looks and finding suitable products.
StartupTalky: As a founder, what advice would you give to aspiring entrepreneurs looking to build ethical, family-driven businesses?
Mr. Tyagi: My advice to aspiring entrepreneurs is to stay true to your values and let them guide your decisions. Building an ethical, family-driven business requires a deep commitment to transparency, integrity, and community. Focus on creating value for your customers and fostering trust through consistent quality and service. Surround yourself with passionate individuals who share your vision, never lose focus on your core mission, embrace innovation, but always remain anchored in the principles that define your brand. Success built on such foundations is not only sustainable but deeply fulfilling.
StartupTalky presents Recap’24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.
The skincare industry in India is booming, with the market projected to grow by 2.57% annually from 2024 to 2029, reaching a volume of USD 11.31 billion by 2029. This growth shows the increasing demand for effective skincare solutions, with consumers becoming more conscious of the products they use.
In this edition of Recap’24, explore the journey of Fixderma, one of the leading names in the skincare industry. We had the privilege of connecting with Ms. Shaily Mehrotra, CEO and Co-founder of Fixderma India Pvt Ltd, where she shared the story behind the brand, its products, marketing strategies, and what’s next for the future.
StartupTalky: What inspired you to start Fixderma, and how did you identify the gap in the skincare industry that your brand addresses?
Ms. Shaily Mehrotra: When we started Fixderma in 2010, the skincare landscape in India was still emerging. While there was a wide range of skincare products available in the Indian markets, very few of them prioritized clinical efficacy and dermatologist-backed formulations.
The gap was clear to us, existing products lacked innovative, problem-solving formulations and often had a very clinical, pharma-like presentation. There were also limited solutions for issues like anti-aging, acne management, and scar treatments.
Our mission was simple to create products that genuinely fix skin concerns while maintaining the highest standards of quality and efficacy. This commitment has been the cornerstone of Fixderma’s journey. It’s why we reached out to dermatologists early on, building trust in a nascent market, and established our own manufacturing unit in 2013 to ensure complete control over quality. Today, this focus continues to drive us forward, as we aim to bring meaningful solutions to our consumers globally.
StartupTalky: What do you think has been the main reason behind Fixderma’s growth? What key metrics do you track to check the company’s growth and performance?
Ms. Shaily Mehrotra: The key driver behind Fixderma’s growth is its continual commitment to developing clinically effective, high-quality skincare products that address real and unmet skin concerns. From the start, conducting clinical trials, developing and releasing proven, safe, and innovative products has enabled us to establish confidence among our consumers and dermatologists. So, this confidence we have earned, as well as the capacity to meet the fluctuations of the market while remaining unchanged in quality has played a crucial role in our growth journey.
Another significant factor has been our emphasis on education and awareness. Our association with IPL helped us reinforce the importance of ‘Har Din Sunscreen,’ encouraging daily sunscreen use among a broad audience. Additionally, through partnerships with Splitsvilla and college activations, we promote the early adoption of skincare routines among young consumers, making skincare education both engaging and impactful. We have worked to bring consumers closer to scientifically proven skincare to enable them to make choices wisely. Through collaborations with dermatologists and leveraging platforms like social media, we’ve created meaningful engagements that not only promote our products but also establish Fixderma as a reliable authority in skincare.
With regard to gauging the company’s development and performance, we focus on metrics that reflect both consumer satisfaction and market expansion. Our revenue growth, particularly across domestic and international markets, is a key indicator of our progress. We also pay close attention to how effectively we’re penetrating new regions and gaining traction in key markets. Customer loyalty is another critical factor, and we regularly evaluate repeat purchase rates and customer feedback to ensure our offerings meet and exceed expectations.
StartupTalky: As a dermatologist-prescribed brand, how do you ensure the efficacy and safety of your products?
Ms. Shaily Mehrotra: At Fixderma, ensuring the efficacy and safety of our products is at the core of everything we do. We work closely with dermatologists, to create practical solutions for real, everyday skin issues. In fact, the majority of our products are prescribed by dermatologists because the quality and performance of our formulations are trusted by them. This dermatologist-prescribed model has been built over years of research, testing, and feedback and this is how we have developed products that are effective.
Additionally, we invest in our own state-of-the-art manufacturing facilities at Neemrana, where we have full control over the production process. This allows us to guarantee the quality of the ingredients used in each product and conduct strict quality control at every stage of production. We also use an extensive process of clinical trials and patch tests to determine the client’s skin and the safety of the products. The continuous feedback loop from dermatologists and consumers is key to our product development.
StartupTalky: How has Fixderma managed to expand to over 30 countries, and what challenges did you face in international expansion?
Ms. Shaily Mehrotra: Fixderma’s expansion to over 30 countries across the globe has been an exciting but challenging journey. One of the major hurdles we faced was meeting the varied regulatory standards in each market. The skincare industry is one that is heavily regulated and as such has strict guidelines that must be followed which varies from country to country.
To this end, we made sure that our manufacturing plants met worldwide standards, and I am proud to say that our factory meets the standards set forth by the USA FDA. This certification not only attests to our quality but also makes it easier to penetrate regulated regions. We also work closely with local teams in every country we enter. Understanding the nuances of each market whether it’s consumer behavior, cultural preferences, or local regulatory norms is critical to success.
StartupTalky: Can you tell us more about Fixderma’s commitment to ‘Make in India’ and how it helps contribute to local employment?
Ms. Shaily Mehrotra: At Fixderma our effort towards the ‘Make in India’ campaign is one of our primary principles and business strategy. We strongly believe in contributing to India’s growth by promoting domestic production, creating employment, and supporting the economy.
Our principle of selling ‘Make in India’ largely indicates all of our current products have been made in India using the best possible ingredients available in the local and international markets. This enables us to maintain strict quality control standards as well as reduce our dependence on imports, making it easy for us to stay price competitive yet not compromise on quality.
Due to manufacturing locally, we are able to create jobs in various departments such as assembly line, research and development, quality assurance, packing, and shipping. We have an extensive and reliable network of local suppliers and vendors, reducing our carbon footprint and enriching the Indian ecosystem. This creates even more jobs in the areas surrounding our manufacturing unit and helps develop skills in the healthcare and skincare industries.
The ‘‘Make in India’’ campaign does not only stop at manufacturing but extends to R&D as well. We put focus on groundbreaking R&D facilities in India enabling us to create cutting-edge skincare products tailored to both Indian and global markets.
StartupTalky: With over 130 SKUs, how do you manage product innovation while keeping customer needs and market trends in mind?
Ms. Shaily Mehrotra: At Fixderma, with more than 130 SKUs, handling product innovation is quite an intricate but exciting process. The key element in our strategy is to keep on understanding the changing customer needs and market dynamics so that we remain proactive and continue to develop products in line with what the consumers want.
We place a strong emphasis on R&D. Our dedicated team of dermatologists, scientists, and product developers are assigned the task of actively tracking the developments in the wellness and skincare markets and consumer trends. This means studying the patterns of international markets, doing a lot of market research about the consumers, and being updated about the latest improvements in dermatology and skin care. We also closely observe feedback from our existing customers, particularly the issues they face with their skin and how our products can offer solutions.
We firmly anchor our innovations on the needs of the customer through our products which target acne, pigmentation, anti-aging, sun protection, and pigmented skin among others. Interactions with dermatologists, influencers, and experts in the field help us to ensure that our products are scientifically backed, safe, and effective. This allows us to develop solutions that truly resonate with the market and cater to evolving customer needs.
StartupTalky: How does Fixderma empower underprivileged communities, and why is this cause important to you as a brand?
Ms. Shaily Mehrotra: One of my primary goals has always been to work together and help the poor and disadvantaged people in society. I have always felt a responsibility to give back to society, and this commitment is deeply embedded in Fixderma’s business ethos. For us, corporate social responsibility is not just another add-on activity; It is an integral part of our brand attributes.
For children and women from poor and marginalized communities, we have established an NGO called the Fix My Life Foundation, located in Varanasi, and through this NGO, we strive for the betterment of these individuals. This initiative started with a simple rational idea that every person is worthy of living a good life irrespective of the situation he or she is born into. We emphasize making a positive difference through various components such as educational programs, vocational programs, and health care programs aimed at addressing the most basic needs.
StartupTalky: What were some of the biggest challenges and achievements for Fixderma in 2024 and how did they shape the company’s direction?
Ms. Shaily Mehrotra: Fixderma witnessed remarkable milestones in 2024 while also navigating significant challenges that shaped the company’s growth. One of the high points of the year was the launch of our new moisturizing range Durave. Fixderma has always been driven by clinical expertise, and we identified a strong opportunity in the marketplace for an effective moisturizing solution that appeals to consumers. Our Fidelia range, which is part of our prescription-led RX portfolio, continued to cater to a niche medical audience.
Another significant triumph was the incorporation of Exosome technology in our products, once again emphasising our inclination towards technology and introducing modern, science-based, and effective skin-care products. We also made a huge step forward with the launch of our flagship store, which allowed us to bring the Fixderma experience closer to our customers. Also, a particularly exciting launch was our underarm roll-on. This product was aimed at pigmentation and dark patches in the underarm area.
However, along with these accomplishments, Fixderma enjoyed a fair share of challenges too. The biggest one was transitioning from being a dermatologically recommended brand to achieving significant success in the commercial and online skincare market. While our strong credibility among dermatologists provided a robust foundation, moving into the competitive digital landscape required a different approach. Educating consumers about the clinical expertise behind products like Shadow, Durave, Salyzap, and Skarfix was key.
StartupTalky: What are the different strategies you use for marketing? Tell us about any growth hack that you pulled off.
Ms. Shaily Mehrotra: At Fixderma, our marketing strategies are a hybrid of traditional and innovative approaches which allows us to maintain a good brand reach, engagement, and value for our customers. There has been a huge emphasis on developing brand campaigns that capture the attention of those we aim to reach and build long-lasting relationships.
One of our most groundbreaking initiatives in 2024 has been striking major sponsorship deals which remarkably improved our brand visibility. We created our high-profile partnerships with entities such as the Delhi Capitals in the IPL and MTV Splitsvilla. These sponsorships enabled us to take the Fixderma brand to a much wider and more varied audience whilst also promoting the brand in exciting endeavours that appeal to our target audience. Such a strategic measure not only increases our brand credibility but also increases further our hold within the already crowded skincare market.
In addition to sponsorships, we also took a leap into the digital space by creating our mobile application. This app is designed to enhance the overall customer experience while shopping on our app by making it easy for them to navigate through our product assortment, get tailored skincare advice, and enjoy different offers. The app was an important milestone in our digital evolution and was designed to help us engage more closely with our customers through a seamless and friendly user interface.
StartupTalky: What are the future plans for Fixderma? How do you plan to expand the Customers, SKUS, and team base in the future? What will be your growth strategy for the next 2-3 years?
Ms. Shaily Mehrotra: We at Fixderma are committed to providing effective and innovative skincare solutions. Our growth plan is centred around new product development (NPD). We’ll continue to invest in our R&D capabilities to introduce new product categories and ranges. In 2025, we are excited to introduce our new baby care range along with product extensions in existing categories. With this, I intend to expand our customer base by implementing sharp data-driven targeting, fostering stronger relationships with customers at the back of dermatologists’ credibility, and leveraging various customer touchpoints.
StartupTalky: As a female founder, what advice would you give to aspiring entrepreneurs looking to build a brand in the highly competitive skincare industry?
Shaily Mehrotra, CEO and Co-founder of Fixderma India Pvt Ltd
Ms. Shaily Mehrotra: As a female founder in the highly competitive skincare industry, I would recommend being true to oneself and the challenge that comes with building a brand. First and foremost, know your ‘why.’ This is the foundation of your business model, be it an unwavering commitment to providing safe and effective skincare, or to conducting business ethically.
I also believe that customers have become more educated and choosy in the products that they buy – which makes the authenticity of the brand imperative. It helps if you are very clear about your objectives, say if you want to create new and unique skincare products or environmentally friendly solutions, as this helps the audience relate to you and build their trust in you, time and again, over time.
StartupTalky presents Recap’24, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2024 and discuss their vision for the future.
The Indian fashion market in India is expected to grow by 10.65% from 2024 to 2029, reaching a market volume of USD 24.35 billion by 2029. This growth is the result of changing consumer preferences, with an increasing demand for versatile and accessible ethnic fashion that blends tradition with contemporary styles.
In this edition of Recap’24, we highlight a brand that is making its mark in the ethnic jewellery and saree industry, Teejh. Teejh offers high-quality, everyday wear that celebrates both heritage and modernity. StartupTalky had the privilege to connect with Ms.Maya Varma, Co-founder and Chief Brand and Product Officer of Teejh, who shared how the brand started with oxidised jewellery and has since expanded into a complete lifestyle brand. Varma discussed Teejh’s focus on creating products that reflect the modern Indian woman’s style while staying rooted in tradition. She also shared the brand’s expansion into new categories and its plans for continued growth in the years ahead.
StartupTalky: Teejh started with a focus on oxidised jewellery. Can you tell us what inspired this decision and how it reflects your vision of blending traditional Indian aesthetics with modern wear?
Ms. Maya Varma: Teejh is an ethnic jewellery and saree brand that celebrates the spirit of the modern Indian woman who effortlessly fuses tradition with contemporary style. Teejh was born from a deep-rooted connection to heritage and self-expression. Today’s progressive Indian woman confidently embraces both her roots and modernity.
Teejh began its journey specializing in oxidized jewellery, addressing a gap in the market where most Indian brands primarily focused on occasion-specific pieces. Recognizing the need for jewellery that blends traditional aesthetics with everyday wear, we set out to create pieces that carry the essence of Indian heritage into daily life. Most brands focus on providing heavy, blingy pieces that work well for festive occasions. We, on the other hand, wanted to create a brand where Indian elements in jewellery and sarees could be seamlessly incorporated into our customer’s everyday life. Our focus was to create products that are subtle, lightweight, easy to wear even with Western outfits, or can be worn regularly without any hassle.
StartupTalky: What new products have you added to your collection in 2024, and how do they align with your brand’s philosophy?
Ms. Maya Varma: We have added 2000+ products to our collections in 2024. From being an oxidized jewellery brand, we have evolved into Indian jewellery and saree brand that has simplicity and everyday wearability at the core of our design philosophy. This year we launched 10-12 jewellery collections across oxidised and gold plated jewellery, 12-15 saree collections across different materials, expanded our clutches and dupatta range, and introduced saree belts as a new category. We added multiple pitaara styles (jewellery sets) to our collections which do very well for gifting.
This year one of our main focuses was to build our saree category as we strongly believe sarees should not only be an occasion wear attire, it has to be seamlessly integrated into our everyday wardrobes. Easy-to-wear block prints, soft comfortable mulmul sarees, flowy georgettes, and ready-to-wear sarees have become particularly popular in our range. This year we also forayed into light festive jewellery and sarees as well and received a very good response from our customers.
StartupTalky: What sets Teejh’s oxidised jewellery apart, and how has your unique selling point evolved with the addition of new categories?
Ms. Maya Varma: We do a very curated selection of the styles we launch in every category. Every style is personally checked and selected by me keeping in mind the brand language and philosophy. Teejh’s oxidised jewellery stands apart because of our aesthetic designs, focus on details, indo-western appeal, and exceptional quality.
Every year we launch 5-6 in-house designed oxidised jewellery collections that are inspired by Indian history, culture, and craft but can easily fit into an indo-western wardrobe. Simple, wearable, versatile India-inspired traditional yet contemporary styles are what we believe our USP is. With the addition of new categories and varied collections, we have evolved into a more comprehensive lifestyle brand that completes the ethnic wear needs of any modern Indian woman.
StartupTalky: How has the jewellery and fashion industry changed in recent years, and how has Teejh adapted to these shifts in trends?
Ms. Maya Varma: Fashion is an ever-evolving industry and being a fashion brand we’ve always had to constantly evolve with the trends, customer demands, and market opportunities. We started with oxidised jewellery as we realized there was a gap in the market for simple everyday designs that blur the lines between traditional and contemporary. Stacking and layering have been globally popular jewellery trends in recent years and we implemented the same in our collections too through layered oxidised necklaces, stacked bracelet sets, stacked rings, etc.
In the past 5 years, we have seen customer spending patterns change and willingness to pay more for the right quality, leading us to explore different price segments of products. In the last few years thanks to Instagram and social media influencers, Indian women have been openly embracing sarees and Indianwear, which lead us to explore the opportunity and foray into the saree category.
StartupTalky: Can you share an example of how staying ahead of trends has shaped your product offerings or marketing strategies?
Ms. Maya Varma: Indian jewellery is generally very trend-agnostic from a design perspective so instead of trying to build the brand based on trends, we usually focus on customer demands and creating the right product range for a modern Indian woman’s ethnic sensibilities. Having said that in terms of products, our stacked bracelets and pre-curated Pitaara sets are one-of-a-kind offerings that evolved from the layering trend. We also offer Tjori sets which are stylized saree, jewellery and clutch sets that define a complete look.
In terms of marketing strategy, in 2020 we started a series on our Instagram page & website called #IAmTeejh, which is an attempt to celebrate and talk about the Untold Success Stories of Modern Indian Women following their passion and chasing their dreams.
It’s about their will and determination, their struggles, their achievements, and experiences that made them who they are. It’s an attempt to understand their inspiring journey and how they are blurring the lines between their modern lifestyles and traditional roots. We have shared stories of 25 inspiring women, worked with numerous Indian influencers, and built a very strong close-knit community of people who identify as #womenofteejh.
Basket Size, Average Order Value, Average Selling Price
Repeat Buying Rate
Customer LTV (Lifetime Value)
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Active Customers Growth Rate YoY
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StartupTalky: What were the biggest challenges Teejh faced in 2024, and how did you overcome them?
Ms. Maya Varma: One of the biggest challenges we faced this year was longer supplier lead times owing to increased order volumes in both jewellery and saree categories. Some of our suppliers had to double their workforce to meet the growing volumes. Though a good problem to have, this led to untimely product stockouts and sales impact. We were quick to realize this and onboarded new manufacturers to split the load and kept introducing new styles so that customers have more options and sales don’t drop.
StartupTalky: How do you ensure repeat purchases and customer loyalty? Are there any retention strategies that have worked well for your brand?
Ms. Maya Varma: Our Retention strategy is broken down into 3 parts:
Study and analyze customer profiles through internal data points and 3rd party tech tools such as Quickpass, Hotjar, etc, and build focused customer segments.
Targeting customer segments with personalized communication and proposition via retargeted Google and Meta Ads as well as through Whatsapp API bots and promotions.
Automated email and WhatsApp campaigns built around customer activity and engagements.
We will be launching Teejh’s Mobile app in Jan 2025, post which we will aggressively use the App as a focal source to drive stronger engagements and stickier retention.
StartupTalky: What marketing strategies have been most effective for Teejh, and did you implement any growth hacks that worked well for you?
Ms. Maya Varma: Our performance marketing strategy is quite effective in terms of lucid communication, pleasing creatives, focused targeting, and high-yielding advertising placements. We strongly focus on the following key areas:
Acquisition strategy that focuses on Bottom-of-the-funnel with above-par industry ROAS.
Strong bias towards Instagram placements.
Dynamicity of creatives and ad copies through Meta’s AI and Advantage+ engines.
Usage of Influencer and creator fraternity collaterals to drive brand awareness and digital campaigns.
StartupTalky: How has Instagram, contributed to Teejh’s growth?
Ms. Maya Varma: Instagram has contributed immensely to Teejh’s growth as we have been able to create a very strong community of Indian fashion lovers and enthusiasts who have been loving and constantly supporting us over the past years. For any fashion brand, visual representation of products and the brand’s identity is very important and Instagram has made this possible and accessible to a wide audience. Instagram ads also helped us reach millions of people and lead them to our website.
StartupTalky: What growth opportunities do you see in the jewellery and fashion industry, both in India and globally?
Ms. Maya Varma: The fashion accessories market in India is estimated to reach about US$ 10.6 billion by 2025 and to hit about US$ 20 billion by 2030 on account of the growing young population and rapid urbanization. We believe there is a huge demand for Indian jewellery and sarees globally as well thanks to a huge NRI population.
We aspire to become an Indian Fashion & Lifestyle brand emerging out of India with a global presence in the next 5 years. Tapping into adjacent product categories, adjacent customer segments, and adjacent markets is something we intend to do. We plan to go omni channel and strengthen our online marketplace presence, explore the offline retail space, and initiate International shipping in the next 1 year.
StartupTalky: As a founder, what advice would you give to other entrepreneurs starting a D2C brand based on your experiences with Teejh?
Ms. Maya Varma: As a founder, my advice to new entrepreneurs would be to trust your passion, be on top of your numbers, and be resilient and perseverant as true success takes time and a lot of hard work.
Preeti Karna
