Brands
Sotrue partners Swiggy Instamart to expand beauty delivery across India
Quick commerce tie up aims to bring skincare and makeup to users faster
MUMBAI: Sotrue has partnered with Swiggy Instamart to expand the availability of its beauty and skincare products across India, strengthening the brand’s omnichannel retail strategy.
Through the partnership, Sotrue products will be accessible to millions of Instamart users seeking quick and convenient delivery of everyday essentials, including last minute makeup buys, skincare refills and impulse beauty purchases.
The collaboration gives Sotrue access to Instamart’s wide network across major metropolitan centres and emerging tier one markets. This reach allows the brand to connect directly with urban, digitally savvy consumers who are increasingly turning to quick commerce platforms for speed and convenience.
For Sotrue, the move also complements its existing direct to consumer and marketplace presence. The brand expects improved visibility through in app discovery, search results and category browsing on Instamart’s platform.
Sotrue founder Gautam Khosla, said the partnership marks an important step in expanding the brand’s footprint. “We are excited to launch Sotrue on Instamart. Speed, convenience and reliability are critical for today’s beauty buyer, and quick commerce is becoming a key part of that experience. Instamart allows us to deliver beauty solutions to consumers exactly when they need them,” he said.
Beyond wider reach, the partnership is also expected to drive more frequent purchases among quick commerce shoppers. Faster access to products could encourage higher trial rates for new launches, shorter repurchase cycles and larger basket sizes.
Instamart’s network of dark stores also allows the brand to reach residential clusters and urban neighbourhoods rapidly, reducing the logistical hurdles typically associated with expanding through traditional retail.
The beauty category has been gaining traction on quick commerce platforms as consumer buying habits evolve. Impulse purchases, social media driven discovery and experimental shopping are increasingly shaping how customers explore skincare and cosmetics online.
Positioned as an affordable premium brand with a focus on ingredient transparency and dermatologist inspired formulations, Sotrue aims to strengthen its presence in the quick commerce ecosystem while making high quality beauty products easier to access for consumers across India.
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
