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.
Ola has a new voice. The ride-hailing giant has appointed Shirsha Majumder as senior manager for PR and communications, bringing in a seasoned hand to sharpen its brand narrative and media relations.
Majumder arrives from Acko, where she spent close to four years playing a central role in shaping the insurance company’s communications strategy. Before Acko, she built her credentials across a string of well-regarded organisations including HDFC Life, Adfactors PR and Edelman, accumulating over nine years of experience across reputation management, media relations, strategic messaging and stakeholder engagement.
At Ola, she is expected to bring that breadth of experience to bear on the company’s communications function at a time when the brand is navigating an increasingly competitive and scrutinised market.
For a company that has rarely been far from the headlines, getting the communications right matters. In Majumder, Ola has picked someone who knows how to manage a narrative under pressure.
