Distinct growth strategies, mCaffeine's new investment
In the sixth edition, dive deep into selling strategies taken up by D2C brands in the post pandemic world, mCaffeine joining hands with actor Kriti Sanon, and more.
Good morning, folks!
Welcome to the world of D2C Insider.
In D2C Insider Digest’s sixth edition, we explore mCaffine’s collaboration with actor Kriti Sanon, Marico’s new digital brand acquisition, and GAP poaching Mattel’s executive, who was instrumental in reviving the Barbie franchise.
A few weeks ago, we also shed some light on the D2C startups’ distinct strategies to scale when online shopping demand is witnessing correction.
You would only need to spare about 4-5 mins to be all caught up.
Also, D2C Insider Digest has been growing stronger every week. That’s all thanks to you folks, our readers.
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But first, let’s dive into…..
D2C Startups’ Distinct Strategies to Scale in the Post Pandemic Age
Consumers are an ever changing being in the world of option-filled online shopping. If personal care brand Minimalist’s sunscreen seems expensive, they can always move on to the next website, and find a new brand offering a similar product at a slightly more affordable rate.
But as acquiring customers gets expensive and funding taps remain tepid, the second wave of new-age brands have been trying to figure out ways to retain their consumers. Having presence across physical stores for retaining and acquiring new consumers, is one of the prominent discussions among direct-to-consumer (D2C) brands. More insights here.
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Reads from last week you might have missed
mCaffeine owns majority stake in actor Kriti Sanon’s Hyphen
Actor Kriti Sanon launched Hyphen, a skincare brand, with mCaffeine.
The Pep Technologies-run caffeine-based personal care brand would invest ₹30 crore in Hyphen becoming the majority stakeholder. Vaishali Gupta, mCaffeine’s co-founder and chief growth officer, will join Sanon in the new skincare venture.
The brand has currently launched three skincare products including sunscreen and face cream, and would use mCaffeine’s existing logistics network.
Sanon is the latest entrant in the celebrity-led brand space where actors including Deepika Padukone, Parineeti Chopra, and Alia Bhatt have already created and invested in consumer product start-ups.
After Beardo & Just Herbs, Marico acquired majority stakes in Plix
Marico Ltd. has acquired upto 58 percent in Plix for ₹369 crore. Run by Satiya Nutraceuticals, Plix is a plant-based brand operating in supplements, skincare and haircare among other categories.
This move comes at a time when Marico’s strategy is to accelerate product diversification, according to Saugata Gupta, managing director and chief executive officer (CEO), Marico Ltd.
Marico has previously acquired controlling stake in mens grooming player Beardo, Just Herbs, ayurvedic beauty and personal care player, and food brand True Elements.
Barbie’s success pushes GAP to poach Mattel’s executive
Richard Dickson, the president and chief operating officer at Mattel, has been poached by GAP. The erstwhile popular clothing retailer is betting on Dickson to bring GAP back in vogue just like the executive revived the Barbie franchise.
Dickson, who has spent much of his career at toymaker Mattel, also gained apparel experience at Bloomingdale. The executive will end GAP’s year-long search for the next chief executive.
Over the years, the clothing player has lost ground to many old as well as upcoming fast-fashion brands including Zara and Shein.
Suyash Saraf, co-founder of Dot & Key, talks about the different stages of a founder’s journey. “My first life-changing journey was when I went to the US for my undergraduate studies,” Saraf said in a post.
During his BSc (Bachelors of Science) days at Indiana University Bloomington, the 18-year-old Saraf went through a drastic culture and lifestyle transitions. These include cold 21-degrees celsius winter mornings, and rigorous study schedule while writing 3 exams on the same day on some days.
"The education I received shaped me into the person I am today. Those four years taught me invaluable lessons and made me an independent person.
Here are the three lessons that have helped me since:
I learned how to handle pressure, from managing multiple tests and projects to knowing what to prioritize. Today I feel like I can weather a storm if I have to," said Saraf. Read more here.
This week, D2C Insider’s women’s group couldn’t stop buzzing. Consisting of more than 1,000 female founders, the group saw conversations and idea exchanges on Everyday packaging, last-mile delivery and operating across marketplaces.
A conversation around personal digital branding caught our attention. Garima Juneja, co-founder of Praush Beauty, and TeaFit’s Jyoti Bharadwaj, among others, shared tips on building an audience across Linkedin and Instagram.
What are your thoughts on building a personal brand on Instagram or LinkedIn?
This week, we would like to give a shout out to SuperBottoms.
Pallavi Utagi, founder of the cloth-based diaper brand, started the firm in 2018. Super Bottoms claims to have collected Rs 40 crore in net revenue in FY22.
Utagi, who is also a part of D2C Insider’s Titans cohort, recently on-boarded actor Alia Bhatt as an investor and brand ambassador. This move has brought the company in the celebrity invest and endorse brands.
D2C Insider’s #FRIENDSOFBRANDS
Apart from this, brands in D2C Insider’s community are also offering exclusive deals to fellow members. Under the #FRIENDSOFBRANDS initiative:
Purvina is offering a 10% discount with no minimum purchase.
So is World of Mart (WOM). On a minimum purchase of Rs 500, the firm is offering a 5% discount.
Aaj Pakao is taking the crown though by offering a 50% discount on no minimum purchase amount.
Want to work in the ever-growing D2C ecosystem?
D2C Insider’s job portal could help you out. Till date, we have received:
Jobs : 96
Job Seekers : 112
Also, the following companies are hiring:
Deals of the week
Shoe brand Flatheads was acquired by Styched.
Read of the week
Seems like Elon Musk’s decision to change Twitter’s logo to ‘X’ was not in vain. The billionaire founder of Tesla and SpaceX wants to build a super app. But unlike China, super apps have not taken off in the west.
Also, Twitter’s rival Threads is witnessing a dip in its user base.
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