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Meet the Husband-Wife Duo Who Built Dot & Key, an Indian Skincare Brand That Clocked Rs 198 Cr Revenue in FY24
- Dot & Key, an Indian skincare brand, was founded by husband-wife duo Anisha Agarwal and Suyash Saraf in response to a gap in the market for quality skincare products in India.
- Anisha's background in chemistry and food technology, along with Suyash's expertise in real estate finance, complemented each other, making them ideal co-founders.
- The couple bootstrapped the business with ₹1 crore initially and focused on niche skincare solutions like a swim spray and hand cream/sanitizer hybrid.
- Dot & Key differentiated itself with colorful packaging, clean formulations, and insights inspired by Anisha's skincare struggles.
- The brand's marketing strategy included performance marketing, influencer collaborations, and a strong visual identity, attracting millennial and Gen Z consumers.
- Dot & Key's revenue grew significantly, reaching ₹198 crore in FY24, with a focus on hero categories, new product launches, omni-channel expansion, and customer retention.
- In 2021, Nykaa acquired a majority stake in Dot & Key, providing strategic support while allowing the founders to retain autonomy and operational control.
- The brand fostered a loyal customer base through UGC, skincare education, and community-building efforts, creating a skincare companion experience for consumers.
- With a strong focus on product R&D and customer centricity, Dot & Key continues to innovate, expand into new categories, and explore international markets.
- Lessons from Dot & Key's journey include solving real problems, investing in brand early, bootstrapping with purpose, balancing data with instinct, and staying capital efficient.
- The founders emphasize the importance of clear mission, passion, and consistency for D2C success, highlighting the value of purpose-driven entrepreneurship.
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