I burnt 300Cr to teach you this | 6 Powerful Steps to Build a 1000 Cr Beauty Brand.mp4

**Ganesh** (0:01)
Ladies and gentlemen, if you're a D2Z founder, this episode is worth 300 crores to you. You know why? Because Tarun made a mistake that cost him 300 crores while building M caffeine and Hyphen. And today, he's here to teach you step by step on how to build a beauty and personal care brand in India so that you don't make the same mistakes as him.
Today, his brands generate over 1000 crores in revenue, and this is a Harvard level lecture disguised as a podcast. And in this class, you will learn how to find the perfect gap in this hyper competitive market using the BPC pyramid, how to use the six-step framework to beat your competition, what should be your pricing strategy to grow profitably, what are the traps that every BPC founder needs to avoid, and most importantly, Tarun also teaches you when should you kill your best selling product. So grab a chair and a notebook because the class is in session.
People, while I was talking to Tarun, I realized something very important. Every founder at some point hits the same wall. Your product is ready, your brand looks great, but the moment you try to sell it online, it gets completely overwhelming. You are figuring out which platform to use, how to set up your store, who builds your product pages, and how to manage your catalog as your business grows.
And suddenly, instead of building your brand, you are stuck managing tech problems. And that is the worst thing that can happen because your business is growing, but you end up solving the wrong problems.
And this is when it hit me that launching an e-commerce store should not be this complicated. And this is exactly where Oddo comes in to help you. Oddo lets you launch your e-commerce store in no time. Their website configurator takes you through very very simple steps from defining objective and color palette to setting up your store and product page. You need no technical experience to set up your store. Everything can be customized with drag and drop, blocks, animations, font styles, background designs and more. And once your store is live, adding products is just as simple. You enter the product name, price and image and the product is listed and live. You can also add variants like size, color or styles and your customers can choose exactly what they want in just a few clicks. And as your catalog grows, Oddo helps you organize everything effortlessly with a clean shop page template and easy filters so that your customers always find what they are looking for. And you know what's the best part? Oddo e-commerce also comes with upselling and cross-selling features and an integrated AI to help you write content, an SEO optimizer and a direct linking to social media and Google Merchant Center. All of it is inside a single platform. And cherry on the cake is that you can get started with Oddo for free today. And as your business scales, you can access the full suite for just 580 rupees per user per month. So if you're ready to take your brand online right away, click the link in the description and get started with Oddo today. Hi Tarun, welcome to the Indian Business Podcast. But today I am very excited to talk to you because this is perhaps the most exciting category for most D2C founders. First of all, tell me what are you here to teach us today?

**Tarun Sharma** (3:14)
I can tell you one and a half hour version of mistakes which has costed us 300 crores.

**Ganesh** (3:19)
Mistakes that have costed you 300 crores.

**Tarun Sharma** (3:21)
We have burnt overall 300 crores in the last 10 years or so. Now, we are profitable, we are cash flow positive. So obviously, the business doesn't require capital from here on. But it took us about 300 crores in 10 years to reach here.
So maybe that can be the concise outcome of this podcast.

**Ganesh** (3:37)
Beautiful. My question to you is, before we talk about your story, what do most people misunderstand about beauty and personal care as a category?

**Tarun Sharma** (3:46)
So first of all, beauty and personal care is an incredible category to be in, right? It's been 10 years, it's been cagering about 25%. For the next 10 years, it's being forecasted for about 15%.
The new age brands, and we can see around ourselves, the brands which were not present maybe five years or 10 years back, are contributing close to about 14-15,000 crores in terms of revenue. That 14-15,000 crores is going to be 50,000 crores in the next 10 years. So incrementally, 35,000 crores is going to be added all by new age brands. Maybe that brand is still not born yet. So BPC is super, super exciting. It continues to deliver returns to investors. Over the last 10 years, what we have realized and we are still humble about it, is that capital doesn't build a good BPC brand.