Three people, one warehouse, 2,000+ products. We started in 2022 because we couldn't find a cosmetics store in Mumbai that kept popular items in stock and didn't charge a marketplace markup.
Priya was working at a major cosmetics company when she noticed a pattern: customers kept complaining that their favourite products were out of stock at local retailers. The popular shades sold out fast. Niche brands never got shelf space at all. And online marketplaces charged 20-30% more than MRP.
She quit in late 2021 and opened a 400 sq ft shop in Antop Hill. The idea was dead simple — stock everything people actually buy, price it at MRP, and keep it available. No flashy interior, no beauty consultants on commission. Just shelves full of product.
Rohan joined six months later to handle logistics when the daily order count passed what one person could pack. Ananya came on in 2024 to run the website and answer customer calls. That's still the entire team today.
We track what sells and reorder before it runs out. If something shows as available on the site, it's physically in our warehouse. When we're out, we say so. No pre-orders, no "ships in 7-10 days" games.
Every product on our site is priced at the manufacturer's maximum retail price. We make our margin from buying in volume at distributor rates, not from charging customers more than what's printed on the box.
Sounds basic, but try calling most online stores. We pick up between 10am and 7pm, six days a week. If Ananya's on another call, Rohan answers. If he's packing orders, Priya picks up. Someone always does.
