The Indian beauty industry has seen quite a revolution in the past few years. From being a market with two to three leaders ruling the space to one with newer brands constantly emerging, it’s fair to say we’ve come a long way. While this can be attributed to an exponential hike in innovation and awareness, it is also due to an upsurge in the spirit of entrepreneurship. The last decade has witnessed a never-seen-before escalation in homegrown beauty start-ups, and a corresponding demand from Indian beauty enthusiasts. We asked the founders of some stellar homegrown beauty brands – Mira Kulkarni, founder of Forest Essentials; Vineeta Singh, co-founder and CEO of SUGAR Cosmetics; Vivek Sahni, CEO of Kama Ayurveda; Shankar Prasad, founder and CEO of Plum; and Rubeina Karachiwalla, founder of Ruby’s Organics – to decode the journey of their companies and, in the process, help us understand consumer behaviour towards Made in India beauty.
What was the impetus for setting up your brand?
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