Sugar Cosmetics

“Vinita and Kaushik of Sugar. We invested, we were the first lender to them from the Annika debt fund. And this was before the a-ninety-one round.”

“I think the last number exit they made, the most recent one, that was a 170 X on their investment.”

“If Shark Tank hadn't happened, would our numbers be any different? I don't think.”

“And then after that, when sugar also ke lihe nobody was ready to give us money, they loaned us. From their management fees.”

“If you're building a brand business in India, it is, brands are trust, right? Trust takes time to build. You cannot build trust on steroids. You cannot. You can acquire customers on steroids, but you can't build trust.”

“Like if you try controlling, we tried a lot to say, okay, we will draw this line here, whatever, create those boundaries, like balance and all of that. But we realized, you know, that's really not possible. And just fundamental premise. That like, you know, ha…”

“So yes, I think definitely, but we probably will wait for a couple of years. So maybe 20, 25 or so. And we're not burning us, you know, money. So I, that's what I think the board is aligned to right now.”

“But last couple of years, every year, like, 90%, 80%, apart from the FYI, we've been increasing.”

“What like in our own journey, we've seen that it's the biggest mistake is to try to build a business around what will be cool for a VC, because there is no way you can be the smartest person in the world, but to predict that, you know, at that time where, you …”

“At the end of the day, like, you know, in startups, you're taking decisions with 60% information. You can't ever wait for a hundred percent. It'll be too late. So at 60% information, if you make a decision, it is, it can go either ways. And in that to, you kno…”

“If you look at the data, no brand in any consumer sector that has become very, very big with the internet of that time and what you treat it to be, could be only a digital brand.”

“In India, I tell you this, the niche is tomorrow's market.”

“Back then we started optimizing for our logo size and positioning and placement on our packaging so that when people scroll through that on social media feeds, the logo pops. These sort of questions when you have nothing else you think are optimizing and that …”