Beauty in Tier 2: Why Rural India Rewrites the Category
India's beauty market is ₹1.3 lakh crore, but metro-centric narratives miss structural shifts. Tier 2/3 cities and rural areas are growing 2.5x faster than metros, driven by UPI, YouTube, and first-time buyers entering the category.
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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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