They believe you can make heads turn wherever you go and wear your attitude on your sleeves. They believe in having your back when you’re short of a back-up plan. We believe you shouldn’t wear but own your personality. They know there is a lot that goes into looking glamorous, which is why they’ve introduced Sugar, that complements the sweet & sassy side of you. Their products look stunning while you’re on the go! That’s the power of Sugar which lasts really long. To not use data for your business in today’s age is the most stupid thing.” The launch was a major hit and today SUGAR boasts of its presence in 195 outlets in India.
With a team of 100-115 people, SUGAR has achieved impressive growth. But there is no stopping for this young warrior. “In the next 10 years, we want to grow 20 times and aspire to become a Rs 1000 crore business,” Kaushik beamingly mentions.
SUGAR does not have a brand ambassador as the brand defies the idea of selling ‘an ideal beauty’ with its products. In its early days, it did collaborate with Instagram and YouTube influencers to create a buzz for its products among millennials as well as urban Indian women. “This strategy saved a lot of money and has been effective,” shares Mukherjee. The company received a funding of Rs 70 crore from venture capital firm A91 expand its offline presence through multi-brand retail and exclusive outlets.
As Sweet As It Gets
In terms of packaging, a distinct look was created for Sugar using the triangulated illustration style with the quirkiness to appeal to a younger demographic. 10 percent of Sugar’s revenue is generated from the international market, 45 percent from online and 45 percent from retail.
Jet black matte eyeliner is one of its bestselling products. All Sugar products are made in six countries, namely, Germany, Italy, the USA, Korea, China, and India.