Amazon-backed Indian D2C beauty brand MyGlamm raises $71 million

MyGlamm, a direct-to-consumer beauty brand in India that sells most of its merchandise by way of its personal web site, app and retail contact factors, mentioned on Monday it has raised $71.3 million in a financing spherical because the Mumbai-headquartered agency seems to be to scale its enterprise throughout the South Asian market.The startup had raised $23.5 million in its four-times subscribed Series C financing spherical from Amazon, Ascent Capital and Wipro in March this yr. On Monday, it mentioned it has added an extra $47.8 million as a part of the spherical — which is now closed.Accel led the funding within the new tranche whereas present MyGlamm traders — Bessemer Venture Partners, L’Occitane, Ascent, Amazon, Mankekar household, Trifecta and Strides Ventures — additionally participated, Darpan Sanghvi, founder and chief govt of MyGlamm, advised TechCrunch in an interview.Sanghvi began MyGlamm in 2017 after pivoting his earlier enterprise. He recalled the wrestle he confronted elevating cash for a direct-to-consumer brand, which weren’t as widespread on this planet’s second-largest web market simply 5 years in the past. To make issues worse, MyGlamm was additionally among the many final direct-to-consumer startups to kick off its journeys on the time.MyGlamm web site. Image Credits: MyGlammThe startup at present operates as a home of manufacturers within the beauty and private care areas. “We function throughout make-up, skincare, haircare, bathtub and physique, and private care. Unlike different manufacturers, we’ve got been capable of efficiently construct a grasp brand throughout classes,” he mentioned over a video name.“The motive we’ve got been capable of construct it’s because we’re really direct to shoppers. This permits us to speak very immediately with them,” he mentioned, including that the majority different corporations within the trade are too reliant on third-party marketplaces for his or her gross sales.He attributed the latest progress of the startup, which sells over 800 SKUs throughout classes (up from 600 in March), to its newfound consumer acquisition technique. In August, the startup acquired POPxo, a startup that has constructed a group round content material, influencers and commerce and serves over 60 million month-to-month lively customers.Story continues“The content material to the commerce engine has turn into our largest moat,” he mentioned. “We are buying 250,000 new customers every month with out spending any actual cash.”POPxo, which is run by Priyanka Gill, engages with almost 300,000 customers every month, gathering their suggestions and concepts for brand new merchandise. Gill mentioned in a video name that “on this line of enterprise, CAC (price of buyer acquisition) is the sport and POPxo has solved this downside,” she mentioned, including that POPxo, which is run like a reasonably unbiased enterprise, is on observe to succeed in over 100 million customers by March subsequent yr.The startup additionally has 15,000 point-of-sale contact factors within the bodily world throughout India. The bodily presence, which accounts for 40% of the income it generates at present, “has been essential to scale within the nation,” Sanghvi mentioned.“We imagine that the time is ripe for constructing out digital-first CPG manufacturers with a deep give attention to content-to-commerce,” mentioned Anand Daniel, companion at Accel, in a press release.“COVID has solely cemented this perception. The distinctive mixture of content material coupled with a compelling product line gave us the conviction to steer this spherical in MyGlamm. We are excited to companion with Darpan, Priyanka and the MyGlamm group and look ahead to constructing out the next-generation CPG big,” he mentioned.The startup plans to deploy the recent funds to develop its product growth, information science and expertise analysis groups. It can be working to develop its offline presence and broadening the digital attain of POPxo.The new funding comes at a time when Indian startups are elevating file capital and a handful of mature corporations are starting to discover the general public markets. Last week, Tribe Capital’s funding topped BlackBuck as India’s sixteenth unicorn this yr, in comparison with 11 final yr and 6 in 2019. Food supply startup Zomato made a stellar inventory market debut final week and monetary companies corporations MobiKwik and Paytm have additionally filed for his or her IPOs. Insurance aggregator service PolicyBazaar and on-line beauty e-commerce agency Nykaa are additionally anticipated to file their paperwork for an IPO within the coming weeks.

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