Brands
Minimalist crosses Rs 500 crore mark with 48 per cent growth
Skincare brand posts strong revenue jump in FY25, though rising costs lead to a Rs 31.5 crore net loss
MUMBAI: Beauty might be skin deep, but the latest balance sheet for Minimalist shows some serious muscle underneath. The Jaipur-based skincare disruptor has officially crossed the Rs 500 crore milestone, reporting a 48 per cent jump in operating revenue to Rs 514.8 crore for FY25.
While the top line is glowing, the bottom line tells a slightly more complexion story. Despite the sales surge, the brand slipped into a net loss of Rs 31.5 crore, a sharp pivot from last year’s profit.
Growing a brand in the crowded D2C (Direct-to-Consumer) aisle is rarely cheap. Minimalist spent heavily to stay in the spotlight, with advertising and promotional costs climbing 28 per cent to reach Rs 154 crore. That means nearly a third of their total spending went toward making sure their serums and toners ended up in your digital shopping cart.
Other key expenses included materials, which rose 57 per cent to Rs 146.7 crore as the company worked to keep up with growing demand. Distribution costs, including marketplace commissions, reached Rs 84.3 crore, reflecting the brand’s push to expand its presence across platforms.Staffing expenses also grew, with employee benefits climbing 29 per cent to Rs 36.8 crore to support the team behind the rapid growth. Overall, total expenses rose by 51 per cent to Rs 504 crore. On a unit level, the company spent Rs 0.98 for every Rs 1 it earned in operating revenue. Even though the company had Rs 18 crore in positive Ebitda (its core profit), a one-time expense pushed it into a loss.
A one-time expense of Rs 46 crore, likely linked to the brand’s upcoming marriage with Hindustan Unilever Limited (HUL), pushed the final numbers into the negative. HUL is currently in the process of acquiring a 90.5 per cent stake in the brand at a valuation of Rs 2,955 crore (about $350 million).
Despite the temporary dip into loss, the brand remains a powerhouse. Founded only in 2020 by Mohit and Rahul Yadav, it has quickly scaled via its own website and giants like Amazon, Nykaa, and Flipkart.
With Rs 48 crore in the bank and the backing of a global giant like HUL expected to close by early FY26, Minimalist seems well-positioned to turn its high-growth momentum into long-term stability.
Brands
DeVANS sparks buzz with self-chilling beer can April Fools campaign
Godfather stunt racks up 7 million impressions, blending humour with hype
NEW DELHI: DeVANS Modern Breweries has stirred up the marketing pot with a playful yet high-impact campaign teasing a futuristic “self-chilling beer can” under its flagship Godfather label.
What began as a seemingly bold product innovation quickly turned into one of the most talked-about brand moments online, before being revealed as an April Fools’ Day prank. The reveal, however, did little to cool the buzz.
The campaign clocked over 7 million organic impressions across platforms including LinkedIn, Instagram, Facebook and X, with users debating whether the concept was a genuine breakthrough or clever marketing theatre. Thousands of shares and comments turned the idea into a full-blown conversation, drawing in both consumers and industry insiders.
The hook was simple but effective. A self-chilling can positioned as an on-the-go convenience product tapped into the imagination of younger, urban audiences. Add the timing around April Fools’ Day, and the campaign struck the perfect balance between curiosity and scepticism, keeping audiences guessing.
Marketing experts have pointed to the campaign as a case study in leveraging cultural moments. By leaving just enough ambiguity, the brand invited audiences to participate rather than simply observe, turning passive viewers into active contributors to the narrative.
“Godfather has always been an iconic brand, but iconicity must evolve to stay meaningful,” said DeVANS Modern Breweries chairman and managing director Prem Dewan. “The ‘Self-Chilling Can’ was our way of showing up in a cultural moment with confidence and a sense of humour.”
Beyond the numbers, the campaign signals a broader repositioning for Godfather. Long seen as a legacy beer brand, it is now leaning into youth culture, digital-first storytelling and topical engagement to stay relevant in a crowded alcobev market.
In a space where attention is fleeting, DeVANS has shown that sometimes the coolest idea is the one that keeps people guessing.
