Lead Story

Birthing Unicorns and Brand-Building

The democratisation of choice, content and commerce and its impact on direct-to-consumer start-ups

In 2016, new parents Ghazal and Varun Alagh launched Asia’s first MadeSafe-certified baby care brand Mamaearth, now a leading personal care brand with 120 products and a business size of over Rs 5 billion per year. A recent fundraise saw the direct-to-consumer (D2C) company valued at about Rs 54 billion. This comes in an intensely competitive market where global giants such as L’Oréal, Unilever and P&G play.