MAM
Balance Hero India gets Victor Choi as new CEO
MUMBAI: Balancehero India Private Limited(BHI), the wholly owned subsidiary of Balancehero Co. Ltd., Korea which runs and operates mobile App True Balance has appointed Mr. Victor Choi as its new CEO. Choi has 18-year rich and diverse global experience in the business and mobile value-added sector. In his new role as the CEO, he will help drive growth and increased penetration for the company in a market that has significant untapped potential.
"I am looking forward to this association with Balance Hero India. We have a huge possibility to make a mark here because of the tremendous untapped potential which we are excited about. The company’s strong brand recognition represents a compelling opportunity, both globally and in the Indian market. Having spent most of my career in the marketing sector, I believe strongly in the value proposition of the model and its relevance in emerging economies. I look forward to working with the team to capture these opportunities,” said Choi.
Before he came on board Balance Hero, Choi worked in the Argentina, Seoul, and Singapore offices of LG Electronics and has also served as managing director for PT. Access Mobile Indonesia. In addition to holding key roles across regions handling functions including R&D, product planning and marketing, Choi’s core competency lies in managing skills at the corporate level and establishing strategy and managing organisation while also identifying skills for new opportunities.
Brands
Sotrue crosses Rs 100 crore ARR, rides digital-first growth in beauty market
Lean marketing and ‘glow-first’ products help brand scale fast across Bharat
MUMBAI: Sotrue, a fast-rising player in India’s beauty and personal care space, has crossed the Rs 100 crore annual recurring revenue mark, underlining the growing appetite for consumer-first, digital-led brands in the country.
The milestone comes within a relatively short period since launch, positioning the brand as one of the quicker success stories in a crowded and competitive category. Its rise has been fuelled by a tight focus on product simplicity, efficient capital deployment, and a sharp understanding of evolving consumer needs, particularly in non-metro markets.
At the heart of Sotrue’s strategy is a clear, almost minimalist insight: deliver visible “glow” without the burden of complex routines. That thinking translated into early wins, with its strobe cream quickly gaining traction and becoming a breakout product for the brand.
Speaking on the milestone, Sotrue founder Gautam Khosla said, “Reaching Rs 100 crore ARR so quickly is a reflection of staying true to one clear vision, building for real women with real needs. We focused on creating products that deliver instant results while being rooted in authenticity and trust. As we scale, our mission remains the same: to build India’s most loved glow-first beauty brand without compromising on what makes us relevant to our consumers.”
Unlike many peers that rely heavily on big-budget campaigns, Sotrue has taken a leaner route. Its marketing playbook leans on authenticity, working with influencers to create relatable, experience-led content rather than high-gloss advertising. This approach has helped the brand build both acquisition and retention without overspending.
A digital-first engine has further powered its growth, with nearly 90 percent of revenue coming from online channels. Offline retail plays a supporting role, helping the brand extend its reach while maintaining a strong e-commerce backbone.
Product development, meanwhile, has been closely tied to consumer feedback, particularly from Tier 2 and Tier 3 cities. Insights gathered from these markets have shaped everything from formulations to shade ranges, allowing the brand to stay relevant and differentiated in a segment often criticised for one-size-fits-all offerings.
Looking ahead, Sotrue is setting its sights higher. The company is targeting Rs 200 crore in revenue in the coming fiscal year, alongside plans to expand into adjacent categories across face, eyes, lips and body.
As India’s beauty market continues to evolve, Sotrue’s rapid climb suggests that brands built on clarity, consistency and consumer insight may well have the brightest glow.
