{"id":41968,"date":"2024-08-09T18:05:59","date_gmt":"2024-08-09T12:35:59","guid":{"rendered":"https:\/\/www.equentis.com\/blog\/?p=41968"},"modified":"2024-08-09T18:07:04","modified_gmt":"2024-08-09T12:37:04","slug":"failed-business-to-4100-cr-vineeta-singhs-sugar-cosmetics","status":"publish","type":"post","link":"https:\/\/www.equentis.com\/blog\/failed-business-to-4100-cr-vineeta-singhs-sugar-cosmetics\/","title":{"rendered":"From Failed Business to \u20b94100 Crores: Vineeta Singh\u2019s Sweet Entrepreneurial Journey"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div>\n<p><\/p>\n\n\n\n<p>How often have you walked into a fancy store with a heart full of hope and a wallet ready to open? But as you browse, you find nothing seems quite right. The colors don&#8217;t match, the prices are outrageous, and it feels like the products were designed for someone else entirely. You&#8217;re not alone. Millions of Indian women have faced this dilemma.<\/p>\n\n\n\n<p>Well, until recently, it was. <br>That\u2019s when she entered and challenged the beauty giants. She transformed the frustration of countless women into a thrilling journey of self-discovery. Against all odds, she built a \u20b94100 crore empire, proving that homegrown brilliance can outshine <a href=\"https:\/\/www.equentis.com\/blog\/key-global-events-that-can-influence-the-stock-market-this-week-3\/\">global<\/a> giants. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Want to know how she did it? Read on <\/h2>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block Cool-Content-Timeline\"><div class=\"cool-timeline-block-7f238c72-27c8-4fff-ba71-cae2ba98cf0f\"><style>.cool-timeline-block-7f238c72-27c8-4fff-ba71-cae2ba98cf0f .cool-vertical-timeline-body .story-time p{color: #333;}.cool-timeline-block-7f238c72-27c8-4fff-ba71-cae2ba98cf0f .cool-vertical-timeline-body .story-details .timeline-block_desc p{font-size: 16px;}.cool-timeline-block-7f238c72-27c8-4fff-ba71-cae2ba98cf0f .cool-vertical-timeline-body::before{background: linear-gradient(to bottom, rgba(230, 230, 230, 0) 0%, #D91B3E 10%, #D91B3E 90%, rgba(230, 230, 230, 0) 100%);}.cool-timeline-block-7f238c72-27c8-4fff-ba71-cae2ba98cf0f .cool-vertical-timeline-body .timeline-content::before{background: #D91B3E;}.cool-timeline-block-7f238c72-27c8-4fff-ba71-cae2ba98cf0f .cool-vertical-timeline-body.left .story-details::after{background: #D91B3E;}.cool-timeline-block-7f238c72-27c8-4fff-ba71-cae2ba98cf0f .cool-vertical-timeline-body.right .story-time::after{background: #D91B3E;}.cool-timeline-block-7f238c72-27c8-4fff-ba71-cae2ba98cf0f .cool-vertical-timeline-body .timeline-content.icon-true .timeline-block-icon{background: #D91B3E;}.cool-timeline-block-7f238c72-27c8-4fff-ba71-cae2ba98cf0f .cool-vertical-timeline-body .timeline-content.icon-false .timeline-block-icon{background: transparent;}.cool-timeline-block-7f238c72-27c8-4fff-ba71-cae2ba98cf0f .cool-vertical-timeline-body .timeline-content.icon-false .timeline-block-icon svg{fill: #D91B3E;}.cool-timeline-block-7f238c72-27c8-4fff-ba71-cae2ba98cf0f .cool-vertical-timeline-body.both-sided .timeline-content .position-right .story-details::before{border-right-color: #D91B3E !important;}.cool-timeline-block-7f238c72-27c8-4fff-ba71-cae2ba98cf0f .cool-vertical-timeline-body.both-sided .timeline-content .position-left  .story-details::before{border-left-color: #D91B3E;}.cool-timeline-block-7f238c72-27c8-4fff-ba71-cae2ba98cf0f .cool-vertical-timeline-body.one-sided.left .timeline-content  .story-details::before{border-right-color: #D91B3E;}.cool-timeline-block-7f238c72-27c8-4fff-ba71-cae2ba98cf0f .cool-vertical-timeline-body.one-sided.right .timeline-content  .story-details::before{border-left-color: #D91B3E;}.cool-timeline-block-7f238c72-27c8-4fff-ba71-cae2ba98cf0f .cool-vertical-timeline-body .timeline-content  .story-details{border-color: #D91B3E !important;}.cool-timeline-block-7f238c72-27c8-4fff-ba71-cae2ba98cf0f .cool-vertical-timeline-body .timeline-content  .timeline-block-icon{border-color: #D91B3EFF !important;}.cool-timeline-block-7f238c72-27c8-4fff-ba71-cae2ba98cf0f .icon-true .timeline-block-icon span.timeline-block-render-icon svg{fill: white;}<\/style><div class=\"cool-vertical-timeline-body both-sided left\"><div class=\"cool-timeline-block-list\">\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-right ctl_timeFalse\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-image\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1400\" height=\"650\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-02-1.jpg\" alt=\"\" class=\"wp-image-42180\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-02-1.jpg 1400w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-02-1-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-02-1-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-02-1-1024x475.jpg 1024w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/div><div class=\"story-content\"><h3 class=\"timeline-block_title\"><strong>Of A Small Town Girl<\/strong><\/h3><div class=\"timeline-block_desc\"><p>Vineeta Singh is more than another familiar face on your TV screen. Behind the sharp suits and witty remarks lies a captivating and inspiring story.<br>\u00a0<br>Growing up in Gujarat, this young entrepreneur-to-be made a profit when her friends still played with dolls. At age ten, she was knocking on doors selling homemade magazines. Talk about starting young!<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-left ctl_timeFalse\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-image\"><img decoding=\"async\" width=\"1400\" height=\"650\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-03-1.jpg\" alt=\"\" class=\"wp-image-42181\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-03-1.jpg 1400w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-03-1-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-03-1-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-03-1-1024x475.jpg 1024w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/div><div class=\"story-content\"><h3 class=\"timeline-block_title\"><strong>A Leap of Faith<\/strong><\/h3><div class=\"timeline-block_desc\"><p>With brains, beauty, and business acumen, Vineeta stormed through IIT Madras and IIM Ahmedabad. While most would&#8217;ve jumped at a \u20b91 crore offer from Deutsche Bank, she had other plans. <br><br>First up? A lingerie line! But even superheroes need a cape (or funding, in this case), so that idea took a backseat. Fast-forward to 2007, Vineeta launched her first <a href=\"https:\/\/www.equentis.com\/blog\/why-startup-investments-are-booming-a-startup-investors-guide\/\">startup<\/a>, Quetzal. It was a good idea\u2014background checks for recruiters\u2014but the market wasn&#8217;t quite ready. <br><br>Unfazed, she teamed up with her husband, Kaushik Mukherjee in 2012 to create Fab Bag, a monthly beauty box subscription. Little did she know this was just the beginning of something truly special.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-right ctl_timeFalse\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-image\"><img decoding=\"async\" width=\"1400\" height=\"650\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-04-1.jpg\" alt=\"\" class=\"wp-image-42179\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-04-1.jpg 1400w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-04-1-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-04-1-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-04-1-1024x475.jpg 1024w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/div><div class=\"story-content\"><h3 class=\"timeline-block_title\"><strong>A Brand with a Purpose<\/strong><\/h3><div class=\"timeline-block_desc\"><p>While curating products, Vineeta noticed Indian women didn&#8217;t want shades that washed them out and products that melted under the scorching sun. She saw an opportunity to change the game and fill in the gap. <br><br>Armed with knowledge from serving over two lakh women, she set out to create a makeup range made in India for Indians. This idea became the spark that created the SUGAR Cosmetics revolution.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-left ctl_timeFalse\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"650\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-05-1.jpg\" alt=\"\" class=\"wp-image-42193\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-05-1.jpg 1400w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-05-1-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-05-1-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-05-1-1024x475.jpg 1024w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/div><div class=\"story-content\"><h3 class=\"timeline-block_title\"><strong>Why The Name? \u00a0<\/strong><\/h3><div class=\"timeline-block_desc\"><p>Vineeta and Kaushik brainstormed and tested five potential names with an online poll. Sugar emerged as a clear favorite among millennials, but the unexpected feedback sealed the deal. <br><br>People felt a strange familiarity with the name as if they&#8217;d known it forever. A new name would have been a major risk in a market dominated by established giants. Sugar, however, felt like an old friend.<br>\u00a0<br>With a name and tagline, &#8220;<strong>Rule the World One Lipstick at a Time,<\/strong>&#8221; Sugar Cosmetics positioned itself as more than just a makeup brand; it was a lifestyle choice.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-right ctl_timeFalse\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"650\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-06-1.jpg\" alt=\"\" class=\"wp-image-42192\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-06-1.jpg 1400w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-06-1-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-06-1-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-06-1-1024x475.jpg 1024w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/div><div class=\"story-content\"><h3 class=\"timeline-block_title\"><strong>The Road to Sugar High<\/strong><\/h3><div class=\"timeline-block_desc\"><p>The early days were bumpy. With limited cash and market giants like Lakme, L&#8217;Oreal, and Maybelline, building SUGAR Cosmetics from scratch was no cakewalk.<br>\u00a0<br>Balancing a growing family and a startup was like juggling chainsaws with the added hurdles of being a woman in a male-dominated world. She was often told &#8220;no&#8221; simply because she was a woman.<br>\u00a0<br>Starting small with just three products, Sugar Cosmetics was short on cash but big on ambition. A smart move to import their now-famous lip crayon from Germany was a game-changer. Sales exploded, and they quickly became a household name. By 2020, they were raking in a whopping \u20b9105 crores.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-left ctl_timeFalse\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"650\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-07-1.jpg\" alt=\"\" class=\"wp-image-42191\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-07-1.jpg 1400w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-07-1-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-07-1-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-07-1-1024x475.jpg 1024w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/div><div class=\"story-content\"><h3 class=\"timeline-block_title\"><strong>Sweet Spot in the Market<\/strong><\/h3><div class=\"timeline-block_desc\"><p>SUGAR Cosmetics hit the sweet spot with its pricing. While other brands were stuck in the <a href=\"https:\/\/www.equentis.com\/blog\/union-budget-2024-which-sectors-does-it-favour\/\">budget<\/a> or luxury lane, SUGAR carved out a space in between. Imagine getting a taste of luxury without the hefty price tag. <br><br>That&#8217;s exactly what SUGAR offered\u2014affordable products with top-notch quality. Don&#8217;t forget the packaging. SUGAR made its most budget-friendly products feel like a million bucks. <br><br>Over 65% of the brand&#8217;s revenue is derived from its lipstick range, with bestsellers like &#8216;Nothing Else Matters,&#8217; &#8216;Matte as Hell,&#8217; and &#8216;Seal the Show driving sales.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-right ctl_timeFalse\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"650\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-08-1.jpg\" alt=\"\" class=\"wp-image-42190\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-08-1.jpg 1400w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-08-1-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-08-1-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-08-1-1024x475.jpg 1024w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/div><div class=\"story-content\"><h3 class=\"timeline-block_title\"><strong>More Than Just Makeup<\/strong><\/h3><div class=\"timeline-block_desc\"><p>SUGAR isn&#8217;t just about looking good; it&#8217;s about inclusivity. While the brand was born out of a desire to cater to women, they&#8217;ve always welcomed everyone to the SUGAR family. <br><br>Their products are gender-neutral, proving that beauty knows no boundaries. Moreover, they are cruelty-free and vegan, which resonated with a market hungry for authentic brands. <\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-left ctl_timeFalse\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"650\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-09-2.jpg\" alt=\"\" class=\"wp-image-42195\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-09-2.jpg 1400w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-09-2-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-09-2-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-09-2-1024x475.jpg 1024w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/div><div class=\"story-content\"><h3 class=\"timeline-block_title\"><strong>Digital Dominance<\/strong><\/h3><div class=\"timeline-block_desc\"><p>The key factor in Sugar&#8217;s success has been its digital-first approach. While traditional beauty brands relied heavily on celebrity endorsements and television commercials, Sugar leveraged the power of social media and influencer marketing.<br>\u00a0<br>The company fostered a direct connection with its target audience by building a strong online community. It let them understand consumer preferences better to tailor their products.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-right ctl_timeFalse\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"650\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-10-1.jpg\" alt=\"\" class=\"wp-image-42188\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-10-1.jpg 1400w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-10-1-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-10-1-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-10-1-1024x475.jpg 1024w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/div><div class=\"story-content\"><h3 class=\"timeline-block_title\"><strong>Amplifying the message<\/strong><\/h3><div class=\"timeline-block_desc\"><p>Sugar Cosmetic&#8217;s standout campaign featured Anmol Rodriguez, an acid attack survivor, in a powerful video that resonated deeply with the audience.<br>\u00a0<br>Their commitment to inclusivity became one of the cornerstones of Sugar&#8217;s success. With over 5M followers on Instagram, Sugar has outshone competitors like Colorbar. <br><br>Another masterstroke was the #BoldAndFree campaign, starring the charismatic Tapsee Pannu. It leveraged the power of influencers, with 600 creators spreading the word. The campaign was a symphony of media, from television and outdoor advertising to social media.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-left ctl_timeFalse\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"650\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-11-2.jpg\" alt=\"\" class=\"wp-image-42187\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-11-2.jpg 1400w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-11-2-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-11-2-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-11-2-1024x475.jpg 1024w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/div><div class=\"story-content\"><h3 class=\"timeline-block_title\"><strong>The Beauty Rules<\/strong><\/h3><div class=\"timeline-block_desc\"><p>When the market was flooded with glossy eyeliners, Vineeta anticipated a demand for more practical eyeliners, so they introduced a matte eyeliner that resonated with her customers. It was the beginning of her product innovation journey.<br><br>Fast-forward to August 2023, and Sugar broke new ground again, launching Sugar Play. This vibrant makeup range, designed specifically for preteens and teens, showed the brand&#8217;s understanding of evolving beauty needs. <\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-right ctl_timeFalse\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"650\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-12-1.jpg\" alt=\"\" class=\"wp-image-42186\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-12-1.jpg 1400w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-12-1-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-12-1-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-12-1-1024x475.jpg 1024w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/div><div class=\"story-content\"><h3 class=\"timeline-block_title\"><strong>On Market Trends<\/strong><\/h3><div class=\"timeline-block_desc\"><p>Sugar&#8217;s success can be attributed to its strategic positioning at the intersection of a booming beauty market and the rapid growth of e-commerce. <br><br>With a focus on digital marketing and a strong emphasis on customer feedback, Vineeta has managed to carve a niche for the brand. The company has raised \u20b9100 crore in funding to fuel its expansion plans.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-left ctl_timeFalse\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"650\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-13-1.jpg\" alt=\"\" class=\"wp-image-42185\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-13-1.jpg 1400w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-13-1-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-13-1-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-13-1-1024x475.jpg 1024w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/div><div class=\"story-content\"><h3 class=\"timeline-block_title\"><strong>From Online to Offline<\/strong><\/h3><div class=\"timeline-block_desc\"><p>To cater to a wider audience and increase reach, Vineeta decided to venture into the offline market. Today, Sugar Cosmetics boasts a presence in over 10,000 retail outlets in over 130 cities, a testament to its growing popularity. <br><br>The brand&#8217;s ability to seamlessly integrate its online and offline presence has set it apart from competitors.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-right ctl_timeFalse\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"650\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-14-2.jpg\" alt=\"\" class=\"wp-image-42184\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-14-2.jpg 1400w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-14-2-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-14-2-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-14-2-1024x475.jpg 1024w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/div><div class=\"story-content\"><h3 class=\"timeline-block_title\"><strong>Beyond the Sugar Coating<\/strong> <\/h3><div class=\"timeline-block_desc\"><p>The brand&#8217;s product portfolio has evolved to include a wide range of makeup products, catering to different occasions and skin types. <br><br>From lipsticks to eyeshadows, Sugar Cosmetics offers a wide range of products that have resonated with consumers, allowing it to capture a significant market share.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-left ctl_timeFalse\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"650\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-15-1.jpg\" alt=\"\" class=\"wp-image-42183\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-15-1.jpg 1400w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-15-1-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-15-1-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-15-1-1024x475.jpg 1024w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/div><div class=\"story-content\"><h3 class=\"timeline-block_title\"><strong>Strategic Partnerships<\/strong><\/h3><div class=\"timeline-block_desc\"><p>Renowned celebrities like Ranveer Singh and Kareena Kapoor Khan have endorsed Sugar Cosmetics and invested in the brand, recognizing its immense potential. <br><br>Their association has significantly elevated Sugar&#8217;s brand visibility and credibility.<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-right ctl_timeFalse\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"650\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-16-1.jpg\" alt=\"\" class=\"wp-image-42182\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-16-1.jpg 1400w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-16-1-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-16-1-768x357.jpg 768w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/08\/Story-of-The-Sugar-Storytelling-00-16-1-1024x475.jpg 1024w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/div><div class=\"story-content\"><h3 class=\"timeline-block_title\"><strong>Building a Sweet Future<\/strong><\/h3><div class=\"timeline-block_desc\"><p>With Sugar Cosmetics, Vineeta has set her sights on future growth and expansion. <br><br>The plan has been to build a strong foundation and achieve profitability before considering larger ventures. They intend to file for an IPO in a few years and make their offline stores profitable by 2025. <\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n<\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>How often have you walked into a fancy store with a heart full of hope and a wallet ready to [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":42143,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[948,1411],"tags":[],"class_list":["post-41968","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-stock-market-news","category-saga"],"_links":{"self":[{"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/posts\/41968","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/comments?post=41968"}],"version-history":[{"count":0,"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/posts\/41968\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/media\/42143"}],"wp:attachment":[{"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/media?parent=41968"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/categories?post=41968"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/tags?post=41968"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}