Bamboo-zled🎋

Growth Genie, Protein Water, Clean Movement & Bamboo Industry in India

Feb 21, 2022

👋 Hey Goodmorning!

GlobalBees D2C Pulse is back with exciting new content on the direct-to-consumer ecosystem in India.

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What’s in the news?

Mamarath is a growth genie 🚀

Mamaearth has acquired the 18-year-old salon and hair products brand BBlunt from Godrej Consumers for INR 134 cr. (approx). Under the terms of the deal, BBlunt’s hair styling products business will be managed by Mamaearth, while the salon business (with 19 country-wide salons) will operate as an independent entity.

Since the beginning, Mamaearth has been writing its own D2C playbook, starting with the niche babycare category, moving on to becoming a complete personal care brand and now a unicorn house of brands with Derma Co, Aqualogica, Ayuga, Momspresso. Its babycare vertical contributes barely 20% of its revenues today. Dayum that’s some growth hacking!

We’ve got one more shocking update on new-age David acquiring a Goliath: Cult-fit has acquired a majority stake in Gold’s Gym India.

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Aquatein’s water is infused with macros and money 💰

Sunil Shetty has joined Aquatein, maker of whey protein-infused water as an investor and brand ambassador. Aquatein, touted to be a fitness company claims that its product (water developed in EU labs) meets daily life nutrition needs, is keto-friendly, gluten-free, lactose-free.

Has the market for meal-replacing nutrition products reached a tipping point that could spur widespread adoption? Read more here.

Winning by playing clean 🏆

Sublime Life, a curated clean beauty platform listing brands like Arata and BOHECO, secured INR 15 cr. in financing from Roots Ventures and others. Sublime Life is a clean beauty platform and a house of brands with strong plug-and-play capacity when it comes to product development, production, and supply chain.

The ‘clean’ movement has gained momentum over the last few years. But, what does ‘clean’ really mean? We feel what happens often now is: one chemical with ‘bad press’ (e.g. Paraben and BPA ) is replaced by a new chemical with fewer data and referred to as ‘Clean’. Read the detailed article by Washington Post here.

Quickies ⏲️

Couture-inspired and consciously made jewellery brand Aulerth raised INR 7 cr. as seed money from the industry big wigs.
Partners facilitating distribution for D2C brands: GoQii (also a wearable brand) and Deal Share raised INR 375 cr. and 336 cr., respectively.

Trivia Time 👩‍🏫

Napoleon's wife hired a person named ______ to make box covers and pack her luggage.
Established in 1945 initially a steel trading company and today an Indian automotive giant Mahindra and Mahindra was originally known as _____.

Brands that caught our eye!

Anatomicals just wants to be loved 💕

Britain’s cheekiest bath and body brand Anatomicals, now in India, is approaching skincare with a whimsical attitude. It manufactures the world’s funkiest toiletries with popping color packaging, witty slogans on labels. Contrary to the approach typically taken by skincare brands these days, Anatomicals does not boast its ingredients in a serious manner but with a wry frivolity. Spiffy or silly?

Naso, an olfactory luxury 👃

NASO is an artisanal perfumery brand with distilleries in North India. They use extracts from indigenous herbs and spices to design their perfumery. Natural Indian 'attar' is the base of all their essences with a blend of modern floral oils.

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Trend of the week: Bamboo Industry 🎋

In the last few years, brands have started exploring ways to reduce their plastic waste and water consumption. Many have hopped on the bamboo train in this attempt: Bamboo grows really fast, needs less water, is durable, which makes it a good alternative material for apparel and house essentials. Here are a few Indian start-ups selling Bamboo towels, toothbrushes, furniture, etc.