Direct Beauty Brands Hit a Wall. Here's Why.
Direct-to-consumer beauty in India is losing momentum. Platform-embedded brands—sold through Nykaa, Amazon, Flipkart—are capturing share faster. The math no longer favors standalone DTC.
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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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