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
Primus Partners appoints Akasa Air co-founder Neelu Khatri as independent director
Veteran aviation and defence professional joins as independent director
NEW DELHI: Primus Partners has appointed Neelu Khatri, a founding member of Akasa Air, as an independent director, strengthening the consulting firm’s board as it prepares for its next phase of growth.
Khatri brings more than three decades of experience across defence, aviation, aerospace technology and consulting. She was part of the core team that helped build Akasa Air from concept to launch, contributing to what has been widely described as one of the fastest airline scale ups in recent aviation history.
At Primus Partners, she will provide strategic guidance on corporate governance and help steer the firm’s long term growth plans. Her experience of building a start up into a full scale organisation is expected to support the consulting firm as it expands its footprint.
Primus Partners co-founder and chairperson Davinder Sandhu, said the appointment brings valuable expertise to the board. “Neelu’s journey across defence, aviation and consulting brings a rare blend of operational insight and strategic thinking. Her experience in rapidly scaling Akasa Air will be invaluable as we continue to grow while maintaining a strong focus on corporate governance,” he said.
Primus Partners, an India headquartered management consulting and solutions firm, has emphasised governance and board oversight since its early days. The company has also taken an unconventional approach by inviting its Gen Z employees to attend board meetings so that younger perspectives can contribute to discussions.
Speaking on her appointment, Khatri said the consulting sector is entering a transformative period shaped by emerging technologies. “The industry is evolving rapidly with the rise of AI. This is an exciting moment for an Indian origin consulting firm like Primus Partners to expand its product offerings and strengthen its presence globally,” she said.
She added that as the firm pursues ambitious expansion plans, her focus will be on ensuring strong governance frameworks and effective risk management as the organisation scales.
