The things that matter in this country have been reduced in choice, there are two political parties, there are a handful insurance companies, there are six or seven information centers...but if you want a bagel there are 23 flavors. Because you have the illusion of choice!

BoP consumer problems cannot be solved with old technologies.

Since then, consumers from the old age group are also buying beauty products, but the initial success was from millennials

If we stop thinking of the poor as victims or as a burden and start recognizing them as resilient and creative entrepreneurs and value-conscious consumers, a whole new world of opportunity can open up.

We launched Nykaa Fashion to meet two key market needs: the vast potential of the fashion industry and a growing consumer desire for a trend-focused, premium shopping experience. We've stayed true to this vision, focusing on curating a high-quality assortment and enabling discovery