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Sector Thesis·3 min read·Week 25

Beauty in India Runs on WhatsApp Groups, Not Ads

India's beauty market grew 9.2% in 2023, but centralized advertising fails. Community-led distribution through WhatsApp, micro-influencers, and trust networks scales faster. The playbook is already live—founders just aren't seeing it.

ByAmit Tyagi·Fitoor Capital
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Amit Tyagi

Founder, AletheiaAI & GP, Fitoor Capital

Veteran of India's startup ecosystem. Writing about fundraising, investor psychology, and what it takes to build fundable startups in India.

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#beauty-personal-care#community-led-growth#india-startups#unit-economics

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Beauty in India Runs on WhatsApp Groups, Not Ads · Aletheia Insights