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Indian Laws Let Chemical Brands Use “Natural” Tag: Minimalist Founder

In a Figuring Out episode, Mohit Yadav, co-founder of Minimalist, shared how it grew to 100 crore revenue in 8 months. Mohit highlighted weak Indian laws, which some companies exploit to mislead customers.

By Rashaad Ather
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Mohit Yadav: Co-Founder At Minimalist

Mohit Yadav: Co-Founder At Minimalist

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In a recent episode of Figuring Out, Mohit Yadav, co-founder of Minimalist, shares the brand's startup journey from starting to achieving a revenue of 100 crores in just 8 months. 

The conversation covers the brand's rapid growth, social media strategy, top-selling products, and insights into Indian consumer behaviour.

The founder of a new skincare brand shares his experience of growing the company from 0 to 100 crore revenue in 8 months. 

According to the company's website, Minimalist was founded in 2020 with the belief that the beauty industry needs a revolution in terms of transparency. 

The company aims to create hard-working, clean, easy-to-understand, and affordable skincare for all, emphasizing the importance of science in their products.

Weak Indian Laws:

During the interview, Mohit revealed that laws in India are weak, and smarter companies dupe customers by prioritizing the labelling of effective ingredients, disclosing details like pH and suppliers, and misleading customers with terms like "natural."

Talking about building trust among the audience, he revealed that Minimalist responds to customer messages, gathers feedback to improve products, and prioritizes customer needs over marketing tactics.

He also shared that Minimalist relies on user-generated content and avoids paid endorsements. Customers who are happy with the results promote the brand organically.

Emphasising the importance of product quality, Mohit told Shamani that they invest more in the product itself and less in marketing, resulting in a lower gross margin but a higher quality product.

This approach stands in contrast to traditional beauty brands that exploit insecurities and focus on marketing over quality. The founder believes this customer-centric approach with a high-quality product will be increasingly successful as consumers become more informed.