Building a Rs. 180 Cr Skin Care Brand in 3 Years | Pilgrim ft. Anurag Kedia

The Indian Dream

If you're building a D2C Brand or want to build one, do NOT miss this episode! Take my word for it, this will be time well spent!
In the last 5-7 Years, we've seen some great D2C Brands scale up to become large profitable businesses. One such brand is Pilgrim, that operates in the Beauty and Personal Care segment, which is estimated to be $25 Billion Dollar Market in India.
I speak to Anurag Kedia, Co-Founder at Pilgrim, to talk about how the scaled to Rs. 180 Cr Annual Revenue Run-rate in 3 Years.
Anurag shares his insights very candidly and goes deep in topics such as Core Pillars to build D2C brand, Brand vs Performance Marketing, Retention, Scaling up a D2C Brand.
Episode Chapters:
00:00 - Intro to India's Beauty and Personal Care Market and Anurag
03:25 - Core Pillars to Build a D2C Brand
06:40 - Growth Hacking for D2C brands, Optimizing Different Marketplaces
12:34 - Finding a white space in Beauty and Personal Care segment in 2019, Brand Positioning
20:45 - Understanding Customer Preferences using Research
26:15 - Brand Positioning for D2C Brands
36:30 - Performance Marketing vs Brand Marketing for D2C Brands, how to evaluate Brand Marketing invesment
44:35 - How Pilgrim looks at Retention
53:47 - Working with Contract Manufacturers as a D2C Brand
58:25 - How D2C Brands have to change between 0 to 1, 1 to 10 and 10 to 100 Journey.
1:08:00 - Entering Offline - Omnichannel Strategy
1:12:00 - What kind of investments are right for D2C Brands