The Ledger
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Singh: Building for VC trends is a mistake due to saturation
“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 …”
Singh: India Quotient loaned Sugar Cosmetics capital from management fees
“And then after that, when sugar also ke lihe nobody was ready to give us money, they loaned us. From their management fees.”
Vineeta Singh: Customer acquisition can be accelerated, but brand trust cannot
“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.”
Singh: Enforcing strict personal-work boundaries is impossible for married co-founders
“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…”
Mukherjee: Sugar Cosmetics aims to delay IPO until around 2025
“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.”
Mukherjee: No consumer brand achieves massive scale purely online
“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.”
Mukherjee: India Quotient achieved a 170X return on recent Sugar Cosmetics exit
“I think the last number exit they made, the most recent one, that was a 170 X on their investment.”
Singh: Sugar's numbers would not be different without Shark Tank
“If Shark Tank hadn't happened, would our numbers be any different? I don't think.”
Singh: Startups must make decisions with only 60% information
“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…”
Mukherjee: In India, today's niche is tomorrow's mainstream market
“In India, I tell you this, the niche is tomorrow's market.”
Mukherjee: Sugar Cosmetics grew 80% to 90% annually in recent years
“But last couple of years, every year, like, 90%, 80%, apart from the FYI, we've been increasing.”
Mukherjee: Optimizing packaging logo size made Sugar standout on social feeds
“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 …”