The Investor’s Checklist: Essential Sales Metrics for Investment Evaluation

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November 18, 2023

In the dynamic landscape of business investment, success often hinges on the ability to make informed decisions. For investors seeking lucrative opportunities, a comprehensive understanding of a company’s performance is paramount. While financial statements offer a glimpse into the overall health of a business, a closer look at sales metrics can provide valuable insights into its growth potential and sustainability.

Sales metrics serve as a crucial component of an investor’s checklist, offering a quantitative assessment of a company’s sales performance and market positioning. As technology continues to reshape industries and business models evolve, investors must adapt their evaluation criteria to stay ahead. Here are the essential sales metrics that should be on every investor’s checklist:

1. Revenue Growth: The North Star Metric

One of the primary indicators of a company’s success is its ability to generate consistent revenue growth. Investors should closely examine a company’s historical revenue trends and assess its revenue growth over specific periods. Positive growth signals a healthy and expanding business, while stagnant or declining revenue may indicate underlying issues.

It’s crucial to differentiate between organic and inorganic growth. Organic growth stems from increased sales of existing products or services, demonstrating the company’s ability to capture a larger market share. On the other hand, inorganic growth results from acquisitions or mergers, indicating a strategic expansion plan. Investors should consider both types of growth and assess their sustainability over time.

2. Customer Acquisition Cost (CAC): Efficiency in Expansion

Understanding the cost of acquiring new customers is imperative for investors evaluating the scalability and efficiency of a business. The Customer Acquisition Cost (CAC) measures the average cost a company incurs to acquire a new customer. A lower CAC implies cost-effectiveness in acquiring new business, while a high CAC may raise concerns about sustainability and profitability.

Investors should compare CAC with the Customer Lifetime Value (CLV) to gauge the long-term viability of the business model. If the CLV outweighs the CAC, it indicates a healthy return on customer investment and a strong foundation for sustainable growth.

3. Sales Conversion Rates: Turning Leads into Revenue

The sales conversion rate provides insight into a company’s ability to turn potential leads into paying customers. By analyzing the different stages of the sales funnel, investors can identify bottlenecks and assess the effectiveness of the sales process. A high conversion rate signifies an efficient and persuasive sales strategy, while a low rate may indicate the need for optimization.

Investors should delve into the conversion rates at various stages, from lead generation to closing deals. This granular analysis helps identify specific areas for improvement and provides a comprehensive view of the sales pipeline’s health.

4. Average Revenue Per User (ARPU): Maximizing Customer Value

For businesses operating on a subscription or usage-based model, Average Revenue Per User (ARPU) is a vital metric. It measures the average revenue generated from each customer, indicating the company’s ability to maximize customer value over time. Investors should assess ARPU trends and compare them across different customer segments to identify potential growth areas.

A consistent increase in ARPU suggests effective upselling and cross-selling strategies, demonstrating the company’s capability to extract more value from its customer base. Conversely, a declining ARPU may raise concerns about customer retention and the competitiveness of the company’s offerings.

5. Churn Rate: Retaining Valuable Customers

While acquiring new customers is crucial, retaining existing ones is equally important. The churn rate measures the percentage of customers who discontinue their subscription or stop purchasing a company’s products or services. A high churn rate can erode the benefits of customer acquisition efforts and signal underlying issues in customer satisfaction or market competition.

Investors should scrutinize the churn rate alongside customer feedback and satisfaction metrics to understand the reasons behind customer attrition. A low churn rate indicates strong customer loyalty and satisfaction, contributing to the company’s long-term success.

6. Sales Efficiency Ratio: Balancing Growth and Resources

The Sales Efficiency Ratio evaluates the effectiveness of a company’s sales and marketing expenditures in generating revenue. By dividing the gross margin by the combined sales and marketing expenses, investors can assess how efficiently the company is converting its investments into profitable outcomes.

A high Sales Efficiency Ratio indicates that the company is achieving substantial returns on its sales and marketing investments, highlighting effective resource allocation. Conversely, a low ratio may suggest inefficiencies that could impact the company’s overall profitability and growth potential.

Final Thoughts:

In the ever-evolving landscape of business, investors must go beyond traditional financial statements to assess a company’s potential for growth and sustainability. By incorporating essential sales metrics into their evaluation checklist, investors can gain a comprehensive understanding of a company’s sales performance, market positioning, and growth prospects.

Revenue growth, CAC, sales conversion rates, ARPU, churn rate, and the Sales Efficiency Ratio collectively paint a detailed picture of a company’s health and trajectory. Successful investors recognize the interconnected nature of these metrics and leverage them to make informed investment decisions.

As technology continues to reshape industries and business models evolve, the ability to navigate the intricacies of sales metrics becomes increasingly crucial. By staying vigilant and adapting their evaluation criteria, investors can position themselves to identify and capitalize on lucrative opportunities in an ever-changing market. In the world of investments, knowledge truly is power, and the investor armed with a robust checklist of sales metrics stands poised for success in the pursuit of thriving and sustainable businesses.

ZOFF Foods announces plans for IPO, anticipates major revenue growth

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November 17, 2023

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ZOFF Foods, a prominent brand specializing in Indian spices, has announced its intention to go public through an initial public offering (IPO) within the next 4-5 years, according to Akash Agrawal, Co-Founder of ZOFF Foods.

Having achieved INR 53 crore in revenue in the previous fiscal year, the brand now has its sights set on reaching a revenue of INR 100 crore in the current fiscal year.

“We aim to be a INR 300 crore brand by 2025-26. Currently, our EBITDA profitability stands at 12-13 per cent and net profitability at 3-4 per cent. We have been able to gain a significant market share as the spices market is constantly growing and second, it is shifting from being an unorganised market to an organised market,” he stated.

“Apart from this, in the next 3-4 years, we are also eyeing to become the 3rd biggest national player in the spices category,” he further added.

Being an e-commerce-first brand, ZOFF Foods has established its presence across all major e-commerce platforms. Additionally, in the realm of general trade, the brand has permeated 10,000 GT stores spanning 10-15 states in India.

Currently, the brand generates 60% of its revenue from e-commerce, 20% from General Trade (GT), and the remaining 20% is attributed to institutional sales and wholesale channels.

“Going ahead, as we plan to expand our presence in GT and take the total count to 15,000 GT stores by this fiscal end and 50,000 stores by the next fiscal end, we are eyeing to raise INR 50 crore in series A at the valuation of upto INR 500 crore and we are looking at diluting 15 per cent of our equity as per the valuation,” he asserted.

“Along with the expansion, we will also be using these funds for marketing,” he further added.

Before this, the brand secured INR 1 crore for a 1.25% equity stake at a valuation of INR 80 crore during its appearance on Shark Tank India – Season 2.

In October, the brand expanded its product range to include dry fruits, and by February 2024, it intends to venture into the seasonings and condiments category.

“We do not manufacture dry fruits. We have tied up with a third-party vendor. We just procure, pack, and sell dry fruits and we will be following the same strategy for seasonings and condiments,” he stated.

For the current fiscal year, the brand anticipates that 15% of its revenue will be derived from the dry fruits category.

ZOFF Foods possesses a 3-acre spice manufacturing facility located in Raipur, Chhattisgarh.

“We have utilised just 40 per cent of the total capacity of our manufacturing capacity currently and it has the potential to do business of INR 300-400 crore,” he asserted.

In October, the brand expanded into the international market by establishing a partnership with Amazon USA.

Moving forward, with a comprehensive understanding of international markets, the brand intends to expand its presence into countries such as Canada, Australia, and Europe.

Nykaa shares reach 11-month high, surging 11% in intraday trading on BSE

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November 17, 2023

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Nykaa, a prominent player in the beauty and fashion ecommerce sector, experienced a notable surge, with its shares rising by as much as 11% to reach INR 170.10 in Friday’s intraday trading on the BSE, marking an 11-month peak. Despite some retracement later in the day, the stock closed with a 9.5% gain at INR 167.75.

Unlike many new-age tech stocks that have seen substantial gains this year, driven by optimistic paths to profitability, Nykaa tells a different story. The stock faced subdued gains in the current year due to sluggish growth in its beauty and personal care (BPC) vertical and a decline in the fashion segment.

After the significant increase on Friday, Nykaa’s shares have entered positive territory for the year and have recorded an 8.4% year-to-date (YTD) gain.

Nykaa’s shares have been experiencing a robust upward trend since the previous week, triggered by the release of its Q2 FY23 earnings on November 6. Despite the modest growth in the company’s Beauty and Personal Care (BPC) business, the market has turned optimistic due to a resurgence in Nykaa Fashion.

In a year-on-year (YoY) comparison, Nykaa saw a 50% increase in net profit to INR 7.8 Cr in Q2, and sequentially, it rose by 44.4%.

In the quarter, the company’s overall gross merchandise value (GMV) rose by 25% year-on-year (YoY) to reach INR 2,943.5 Cr, with the fashion vertical outpacing the growth in the Beauty and Personal Care (BPC) segment.

Since the release of its results for the September quarter, the shares have surged by more than 19% in the past two weeks.

Following the publication of Nykaa’s results, there was a division of opinion on the Street, primarily due to the increasing competition in the Beauty and Personal Care (BPC) sector.

Certain analysts perceive the entry of Reliance and Tata into the market as a potential challenge to Nykaa’s growth trajectory. In contrast, JM Financial asserts that Nykaa is likely to maintain its competitive advantage as the favored platform for brand launches.

Despite broader market pressure on Friday, Nykaa’s shares experienced a rally. The increase in risk weights for unsecured loans by the RBI negatively impacted banking stocks and temporarily disrupted the broader indices’ resurgence, according to Vinod Nair, Head of Research at Geojit Financial Services.

‘No Sleep’ gin makes a grand comeback in Goa and international markets

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November 17, 2023

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Greater Than Gin is launching its second limited-edition coffee-infused gin, named “No Sleep,” available exclusively in Goa and for export to international markets.

The coffee-infused gin is set to make a comeback in stores across Goa and is now accessible in the United Kingdom, Germany, Italy, Singapore, and Taiwan.

Anand Virmani, Co-Founder, and Master Distiller at Nao Spirits underscores that in the craft spirits domain, uniqueness arises from a combination of creativity and unwavering commitment to achieving excellence.

In accordance with this philosophy, NAO Spirits’ distillers turned a cocktail experiment from 2017 into this refined limited-edition gin.

This iteration of No Sleep Gin is meticulously crafted, incorporating a dark roast cold brew made from 100% Arabica Coffee sourced from Chikmagalur and Coorg in Karnataka, India.

It’s worth mentioning that this gin is devoid of any added sugar or flavorings. No Sleep gin is best enjoyed with tonic water and an orange wedge, and it also serves as a versatile base for cocktails like the Negroni or the Espresso Martini, among other possibilities.

“The No-Sleep gin was only our second limited edition ever. It is one that has remained close to our hearts not only because it’s really good, but because it was our very own Jay Dhawan who came up with the idea. Since we stopped production, we have received numerous messages from across the country asking us to bring it back, and I’m happy to report that we have relented. It’s going to be exciting to see No-Sleep back on shelves in shops and at our homes,” said Anand Virmani, Co-Founder and Distiller of Nao Spirits.

Greater Than Gin is available in 11 states and 3 union territories across India and has expanded its presence to 11 other countries worldwide, with ongoing plans for further growth.

Since 2020, they have annually unveiled a limited edition gin, with the latest addition, Broken Bat Gin, being revealed in 2022 and currently available in Maharashtra, Goa, and Karnataka.

Also Read: Broken Bat Gin by Nao Spirits hits a home run, named ‘Best Gin in Asia’ at The Gin Guide Awards 2023

Italy becomes first EU country to prohibit cultivated meat production

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November 17, 2023

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On Thursday, Italy prohibited the manufacturing and commercialization of lab-grown meat, citing health worries and a desire to protect its livestock sector, despite the fact that the European Union has not yet authorized its sale.

By enacting this law, Italy has become the first European Union member state to prohibit the production of cultivated meat, commonly known as lab-grown meat, derived from animal tissue cells.

After securing approval from the Senate and subsequently gaining the green light from the lower house of parliament, the law also prohibits the labeling of plant-based proteins as meat, imposing fines ranging from 10,000 to 60,000 euros ($10,900-$65,000) per violation.

Companies worldwide are seeking to commercialize plant-based meat alternatives, driven by ethical concerns surrounding industrial livestock farming and increasing awareness of environmental issues.

Livestock farming significantly contributes to the emissions of greenhouse gases on a global scale.

At present, cultivated meat is permitted for sale in Singapore and the United States, but not within the European Union, despite European companies actively securing funds for research in this emerging scientific field.

The European Union classifies lab-grown meat as a “novel food,” and therefore, any new product in this category would be subject to marketing authorization by the bloc.

The Italian legislation aims to “safeguard the national livestock heritage,” acknowledging its cultural, socio-economic, and environmental significance, while also ensuring a high standard of human health protection.

Furthermore, the legislation asserts its intent to safeguard the interests of consumers and their right to information regarding the food they consume.

On Thursday, Francesco Lollobrigida, the Agriculture Minister and a member of Prime Minister Giorgia Meloni’s far-right Brothers of Italy party, stated that cultivated meat “disrupts the virtuous relationship between land, man, and labor that has accompanied us for millennia and enabled us to sustain the land.”

The president of Coldiretti, Italy’s primary agricultural lobby, subsequently engaged in a physical altercation with two members of the More Europe party outside parliament, referring to them as “clowns” during their protest against the bill.

Coldiretti, the advocate for livestock farmers, has criticized what it labels as “Frankenstein” meat and contends that the law reflects a dedication to safeguarding the Mediterranean diet.

The lobby urged farmers to gather in front of parliament before the vote to “prevent a perilous deviation that jeopardizes wholesome eating and the future of Made in Italy food.”

However, opposition members accused the government of engaging in political maneuvering ahead of next year’s European elections and criticized it for hindering innovation and limiting consumer choice.

Stefano Vaccari, the head of the Democratic Party on the agricultural commission, criticized Lollobrigida, stating that he was involved in “propaganda” and asserting that the law did not align with the necessity to globally ensure healthy and nutritious food from sustainable and high-quality agricultural activities.

The Italian nonprofit, the International Organization for the Protection of Animals, condemned the law as futile.

“This ban is completely useless today, since cultured meat has not yet been approved for human consumption in Europe and therefore cannot be marketed,” it said, adding that if it is allowed in the bloc, Italy will not be able to prohibit it.

According to the Good Food Institute, 159 cultivated meat companies are currently operating in 32 countries. Investment in the sector has reached $2.8 billion worldwide, with 120 million euros raised in Europe last year, it said.

Domino’s to revolutionize pizza delivery with e-bike featuring integrated pizza oven in Singapore

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November 17, 2023

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Domino’s Pizza Enterprises (Domino’s) is gearing up to introduce an e-bike equipped with an integrated pizza oven in Singapore.

The company stated that the recently developed Domino’s dxb e-bike has been meticulously crafted and designed to offer the “hottest, smoothest, and safest” experience for pizza deliveries.

Domino’s clarified that the pizza pod, equipped with temperature control, maintains the meals at 68°C to ensure optimal freshness.

The e-bike is set to debut in Singapore and will be progressively introduced in specific locations across Domino’s 12 markets.

Domino’s Pizza Singapore and Cambodia CEO Michael Chick said, “We are constantly seeking ways to elevate our delivery and customer experience. We know that it is also a food industry issue where customers often compromise on the quality of food for delivery convenience.

“We are thrilled that our latest Domino’s innovation will enable our customers to enjoy the freshest pizza dining experience in our store but in the comfort of their homes.”

Through the introduction of the new e-bike, Domino’s seeks to diminish its carbon footprint and play a part in initiatives aimed at fostering a greener and cleaner future.

Domino’s Group managing director and CEO Don Meij said, “For us, delivering the perfect pizza is more than just a job – it’s our core purpose and runs deep within our DNA.

“The dxb is the next exciting milestone in our quest to ensure your pizza reaches you in record time without compromising on quality or taste.”

Fast-growing Donatos Pizza announces new locations in Louisville and Orlando

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November 17, 2023

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Donatos Pizza, a fast-casual restaurant chain, has recently inked two development agreements for the establishment of new eateries in Louisville, Kentucky, and Orlando, Florida.

As an integral component of the company’s strategic expansion initiative, these new agreements will signify Donatos Pizza’s inaugural entry into the Louisville market and a noteworthy extension of its footprint in Orlando.

Under the first deal, Donatos will be establishing two restaurants in Middletown and Jeffersontown in Louisville.

The first restaurant site is anticipated to commence operations in 2024, while the opening of the second location is planned for a later stage.

Donatos Pizza president Kevin King said, “We are thrilled to reveal these new development deals, which mark a momentous step in our journey to bring the Donatos Pizza brand to more communities throughout the country.

“Entering the Louisville market and enhancing our presence in Orlando is a testament to the strength of our brand and the appeal of our unique pizza experience. We look forward to providing our famous Edge to Edge toppings and warm hospitality to these communities.”

Under the second agreement, Donatos is set to enhance its footprint in Orlando by introducing new restaurants in the Clermont or Hunters Creek area.

Donatos Pizza franchise development vice-president Jeff Baldwin said, “It’s an exciting chapter in the Donatos Pizza story as we continue our growth momentum, expanding into two great American cities.

“These cities are not only focus markets for growth but also share a deep appreciation for community and great food, which makes them strong additions to our brand’s ever-growing reach.”

Donatos Pizza currently operates more than 460 locations across 29 US states.

Kalyan Jewellers teams up with Amitabh Bachchan for exclusive men’s jewellery line launch

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November 17, 2023

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In celebration of International Men’s Day, Kalyan Jewellers has introduced its exclusive men’s jewellery line, Senhor. The launch campaign prominently features the renowned Amitabh Bachchan showcasing exquisite pieces from the newly unveiled men’s collection in a uniquely crafted presentation.

Derived from the Portuguese term for ‘sir’ or ‘gentleman,’ the Senhor collection skillfully combines contemporary style with classic design. This distinctive line caters to the modern man’s preference for meaningful accessories, effortlessly blending affordability with elegance. Positioned as an accessible range, the collection seamlessly integrates into the lifestyles of today’s consumers. It accentuates the growing trend of selecting men’s jewelry as cherished gifts, particularly during the ongoing wedding season in India.

Ramesh Kalyanaraman, Executive Director – Kalyan Jewellers said, “The new exclusive men’s jewellery collection redefines elegance and strength for the modern Indian male. Each design in the Senhor collection is a testament to the modern Indian male’s dynamic spirit and unique style. With an unwavering commitment to craftsmanship and quality, we continue to create timeless treasures that resonate with the bold and discerning consumer. Senhor unveils a new era of sophistication, where every piece tells a story of excellence and every jewel echoes the essence of masculinity.”

The Senhor collection showcases enduring pieces that celebrate the distinctiveness and fortitude of the modern man. It presents a varied array of textures, encompassing dual-tone elements and understated patterns. Ranging from gold to platinum, rose gold to white gold, and featuring diamond embellishments, the collection includes an assortment of neckpieces, chains, rings, and bracelets. Meticulously crafted, these designs aspire to achieve a harmonious blend of strength and style.

Guaranteeing quality and authenticity, the jewellery available at Kalyan Jewellers carries the BIS hallmark and undergoes rigorous purity testing. Customers are provided with the 4-Level Assurance Certificate, ensuring purity, complimentary lifetime maintenance, comprehensive product details, and transparent exchange and buy-back policies. This underscores the brand’s dedication to delivering the highest standards for its loyal clientele.

Anthm raises the bar in Hyderabad’s culinary scene, redefining luxury dining with unparalleled innovation

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November 17, 2023

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Anthm, the recently unveiled upscale bar and lounge, represents the pinnacle of culinary indulgence, providing a dining experience that flawlessly fuses inventive gastronomy with lavish surroundings. Encompassing a vast 45,000 square feet in Gachibowli, Hyderabad, Anthm establishes itself as a sanctuary for discerning food enthusiasts amid the lively streets of the city.

Established by Harsha Vadlamudi and Vidhatha Annamaneni, who serve as Co-Founders of Ironhill Hospitality, and crafted by the talented Architect Aamir and Hameeda Sharma from AANDH, the lounge embodies the reimagined concept of luxury envisioned by Tarun Chitturi, Sandeep Krishna Padala, Karthik Rao Vempati, Avaneendra Upadrasta, Vishal Reddy Mandadi, and C. Pruthvish Reddy.

Anthm aspires to establish a fresh benchmark in the industry by presenting patrons with a diverse fusion of culinary delights, an elegant ambiance, and top-tier spirits. Positioned as the foremost destination for food enthusiasts in search of a distinctive and elevated dining experience, Anthm boasts a meticulously curated menu crafted by a team of globally acclaimed chefs. The establishment captivates palates with a harmonious blend of flavors that transcend conventional cuisine boundaries.

Sandeep Krishna Padala, Co-Founder of Anthm said, “Our goal is to redefine the dining landscape by offering an unparalleled experience that transcends traditional boundaries. With a start in Hyderabad, we plan to take the Anthm concept and experience to several other cities in the next 12 months. Our commitment to culinary excellence for discerning patrons positions Anthm as a distinctive and sought-after brand in the evolving gastronomic landscape.”

From meticulously designed appetizers to indulgent main courses and luscious desserts, each dish at Anthm is a work of art, presenting a fusion of global culinary influences using the finest, freshest ingredients. The ambiance mirrors a seamless mix of modern aesthetics and timeless elegance, providing a sophisticated setting for a memorable dining experience. The lounge offers plush seating, ambient lighting, and tasteful décor, making it perfect for both celebratory occasions and intimate evenings.

Whether you’re a seasoned food enthusiast or an individual eager to venture into new culinary realms, Anthm welcomes you to indulge in the extraordinary.

Happie Curves secures INR 20 Lakhs in angel funding, plans strategic expansion to redefine plus-size fashion in India

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November 17, 2023

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Happie Curves, the Gurugram-based startup renowned for its expertise in plus-size innerwear and comfort clothing, has achieved a significant milestone by securing an angel funding of INR 20 Lakhs. This successful funding round resulted in a 30 percent equity dilution and was made possible through the support of two distinguished angel investors: Rikant Pittie, Co-Founder of EaseMyTrip, and Aparna Thyagarajan, Co-Founder and Chief Product Officer of Shobitam Inc. The initiation of this equity deal followed Happie Curves’ active participation in ‘Indian Angels,’ the pioneering OTT angel investment show.

Operating on a bootstrap model from its inception, the startup plans to deploy the recently acquired capital with a strategic approach. The primary objectives include expanding business operations, elevating brand value, and extending its reach to a broader audience throughout India. Happie Curves envisions establishing itself as the premier and most coveted brand in the plus-size/curvy category.

Sonal Somani, Founder, Happie Curves said, “I am thrilled to get the backing of two renowned Angels for my venture, whose investments in Happie Curves not just validates the huge promise and potential of my business idea, but also reaffirms and strengthens our belief that every woman deserves to be happy, and deserves to feel good from outside and within. And to enable that, diverse body type inclusive clothing is, of course, the way to go. Beyond the funding support, the immense experience and knowledge of these Angels will help us to learn valuable entrepreneurial lessons, grow, and be able to scale the brand rapidly and efficiently in the upcoming months and years. Getting support from these big stalwarts of the startup world itself is a huge achievement, and marks a significant milestone in our journey of taking Happie Curves to the next level of phenomenal growth.”

“Our biggest achievement to date is the widespread acceptance and love received by the brand amongst the country’s plus-size women – for so many of whom Happie Curves’ comfortable and trendy bralettes and lingerie items have emerged as a game-changer. Going forward, we will endeavor to reach out with our inclusive and stylish offerings to the TAM entirely by scaling the brand, and in the long run, ultimately striving to make it the numero uno brand in India for the curvy-plus-size community. In the process of doing that, Happie Curves will continue to innovate constantly, and we will never cease to embrace and celebrate ‘curves’ as we attempt to expand into new forms of comfort clothing and athleisure shortly,” added Somani.

The notable hurdle in the Indian plus-size intimatewear market is the scarcity of sizes, as many existing brands tend to overlook the plus-size segment. Happie Curves is committed to bridging this gap by presenting stylish fits tailored for curvy individuals. The brand offers a diverse selection of intimate wear, beachwear, swimwear, and more – all crafted in India using high-quality fabrics.

Spearheading Happie Curves as a solo force, Sonal Somani has steered the brand towards heightened acceptance and success. Leveraging her expertise in finance and law, combined with her background as a digital marketer, she has played a pivotal role. Initially focusing on metro cities and tier-II cities, the startup has organically garnered acclaim in numerous smaller cities across India, signaling a positive trajectory for the brand’s expansion.

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Final Thoughts: