The Indian market is starkly different compared to the rest of Asia as well as the US and Chinese ones (the first and second worldwide respectively).“India’s average spend on beauty or cosmetic products in a year is less than $8, whereas South Korea’s is $35.

Metro cities have more offline options too.

But consumer behaviour gave Purplle its USP.Indians are generally reluctant to have conversations with strangers, including beauty store experts. Lakme is still the most popular brand here. The trio had debated between furniture and fashion, before settling on beauty. With the next 100 million online shoppers expected to come from tier-2 and tier-3 cities, Purplle has a clear advantage. With AI entering the market, it may not be long before online becomes the primary channel to buy your lipstick.Search for what you want, categories, tags, keywords, authors, events, anything under YourStory[Startup Bharat] This Udaipur-based jewellery startup’s silver accessories are worn by Madhuri Dixit, Mouni RoyFlipkart launches startup accelerator programme with 16-week mentorship, $25,000 grantAmazon Prime Day sale sees record participation from SMBs this yearThis on-demand vehicle service and repair startup registered Rs 4 Cr revenue in first year of operationHow Omnivore is making agritech startup funding coolAmazon Prime Day sale sees record participation from SMBs this yearABB India forays into ecommerce with launch of marketplace for electrification productsSoftBank’s net profit rises by 12 pc to touch $11.5BCisco LaunchPad’s Cohort 6 graduates underscore value proposition amid challenging environment[Funding alert] Public transit focussed payments startup CityCash raises $1M from Orios Venture Partners[Funding alert] Agritech startup BigHaat raises over $2M in pre-Series A round from Ankur Capital, Beyond Next Ventures

In fact, Purplle claims to have broken even operationally last year and states that it would be EBIDTA positive by December 2017.For Manish Taneja, Founder and CEO, Purplle was his second attempt at entrepreneurship. On the other hand, But there is hope in social media’s impact on the rising Indian middle-class and millennials’ increasing purchasing power. “We have put it on the backburner for now and focus only on products. We do the logistics ourselves,” Manish says.The one common factor for all B2C ecommerce firms is their focus on discounts more than customer service. The consumer base will expand with larger internet penetration. It will take a long time for India to get there,” Manish says.The premium products’ market is still miniscule in India. But in Purplle’s case, it’s just the opposite. When a customer visits Purplle’s app or website, it pops up a questionnaire to understand the user’s needs, by asking about skin tone, type, and specific problems like pigmentation or dry skin. Although he did not reveal the current number of orders per day, Manish stated that their plan is to hit 10,000 orders a day by mid-2018. Omnichannel beauty and lifestyle retailer, Nykaa, has raised ₹100 crore from existing investor Steadview Capital, as primary investment. Gaurav Sachdeva, Partner at JSW Ventures, recollects their first meeting: “They were building a supply which is very contextual to the consumers – unlike traditional inventory-led businesses.”Purplle had initially included salon bookings in its portfolio. The investment in this round has been led by TPG Growth, from the TPG Capital stable. Times have changed for the average Indian woman whose “makeup” used to be just talcum powder, In late 2011, three men joined the startup bandwagon by taking a plunge into ecommerce. It gives the best margins – about 90 percent in luxury brands and 75-80 percent in the budget category, Manish says.About the beginning, Manish recollects, “In 2011, there was no Sephora in India. But over a period they realised that they had stretched themselves too much. ... With all these achievements in its cap, Nykaa also promoted the careers of many YouTube beauty gurus thereby portraying their talent and promoting the career path to the fullest. Since customers already have a certain comfort level with horizontal marketplaces due to electronics, footwear and apparels, they tend to go to more categories on the same platforms like Amazon and Flipkart.While the Indian ecommerce industry is still in its pre-teens, this early beginner continues to be the top player in the sector. Some luxury brands have seen a 30-40% surge in sales of these subsets on Nykaa, whose website has a dedicated section for ‘luxe minis’. After all, her job is just pushing products and her product knowledge may not be great.” So, due to lack of knowledge, most Indian women use foundation two shades lighter than their face.Due to physical constraints, offline stores cannot stock a lot of products; they push certain brands without knowing anything about the customer. Apart from Lakme, Maybelline and Colorbar, the rest of the brands cater to hardly 10 crore women, he says.Private label and offline stores will help Purplle to position their business at a different scale, with no need to compete with Amazon and Flipkart.“In China, Alibaba rules with 80 percent market share, but Vipshop also has 5-10 percent market share. Nykaa said on Tuesday it raised has raised an investment of ₹100 crores from the current investor hedge fund Steadview Capital.. Falguni Nayar, a former investment banker with Kotak Investment Banking, began as an online beauty store in 2012, and today Nykaa also has offline stores across the country.

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