Why SUGAR wants to win the offline game

SUGAR also managed to raise $21 million funding in February 2021, which reinforces its strong fundamentals backed by its investors, who are pushing for more retail presence during the pandemic.
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While most cosmetic brands in India were struggling during the pandemic, SUGAR Cosmetics claims to have recorded its highest sales of more than 60 percent in November 2020 compared to its pre-COVID-19 sales by focusing on ecommerce.

The brand saw 70-80 percent of its sales coming from online channels, as malls and retail stores across the country continue to remain shut. 

In fact, SUGAR’s retail sales have been down to less than 10 percent. But Vineeta Singh, CEO and Co-founder of SUGAR Cosmetics, says that SUGAR’s focus on retail will continue to dominate the sales channel over the next few years.

The startup also managed to raise $21 million funding in February 2021, which reinforces its strong fundamentals backed by its investors, who are pushing for more retail presence during the pandemic.

With more than 10,000 retail touchpoints, including a presence across modern trade stores and kiosks, SUGAR strongly believes that it gets good brand visibility due to its offline presence.

In a conversation with YourStory, Vineeta talks about having a strong retail presence, building a brand, taking care of her employees during the pandemic, and the vision to become one of the top three makeup brands in India in the next five years.

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Before you go, stay inspired with… 

Vineeta Singh

“We have to now fight harder to get customers. But at the same time, the average order value has gone up for us because of new customers.”

Vineeta Singh, CEO and Co-founder, SUGAR Cosmetics


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