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From Happily Unmarried To Ustraa: How Men’s Grooming Brand Had A Digital Makeover To Tap Into $1.2 Bn Market

SUMMARY

As Happily Unmarried completes 18 years, a look inside on how it has evolved and grown

Unable to see a huge growth potential in the gifting business, the company started men’s grooming business Ustraa in 2015, making a foray into the D2C segment quite early

Leveraging Shiprocket, a third-party logistics company, Ustraa caters to a consumer base in 1300 tier 1, tier 2 and below cities and is on it’s way to touch INR 100 Cr in revenue in FY21-22

The year was 2003. Ecommerce was taking baby steps in India, but there was no dearth of intriguing concepts in the offline space. So, a small brick-and-mortar business in Delhi targeted young people and started selling quirky products, raising a few eyebrows and increasing consumer interest. “The biggest learning for us from our Happily Unmarried years was that you don’t need to spend a lot in ad campaigns to build a customer base. Happily Unmarried was built on word-of-mouth marketing. We also learnt the pitfalls of an offline-only business, including geographic limitations and the huge capital expenditure to serve a wider audience,” said Tuli.“We realised that we already had a target audience that was primarily men. So, we sat down and mulled over the next best strategy (which would help us leverage the existing customer base) and that was when the idea of men’s grooming products came about,” recalled Tuli.“Shiprocket has helped us in shipping orders to 28,000+ pincodes and reaching a large set of customers. They have also helped in adding to our post-purchase experience by updating the customers about the shipment while in transit,” says Tuli.

Nine years later, the business embraced a digital makeover and entered ecommerce marketplaces for hassle-free operations and wider reach. Next came the bold pivot. In 2014, the company made a foray into the men’s grooming market, largely underserved but rarely explored by new consumer brands as legacy players used to rule that space. 

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