Two-and-a-half years ago, when beautician Hema Balkrishna Baramate first came to work for Belita, she knew that the company was a new concept in beauty treatment and that customers wouldn’t come to her; instead, she would have to go visit them. What caught her off-guard, though, was that the 200-sq ft office at Chandivali, Mumbai, turned out to be much smaller than the Saki Naka branch of one of Baramate’s previous employers, VLCC. Amid the other storefronts in the area, Belita’s striking pink board stood out to Baramate. “I was shocked when I first walked in. It didn’t look anything like a beauty salon,” she says.