Mohit and Rahul Yadav had long admired The Ordinary, a Canadian beauty brand known for its science-backed, ingredient-first approach. Meanwhile, in India, brands were pushing the ‘organic’ narrative while still using harmful ingredients. So in 2020, Mohit and Rahul launched Minimalist, a literal copy of The Ordinary, making it a Rs 3000 crore brand. Check out the strategies used by these two brothers to create a Rs 3000 crore giant from scratch in episode eleven of Business Uncovered.