Minimalist ₹3000 Cr acquisition breakdown | Case Study | Sahil Khanna
Imagine a skincare brand that launched with a single Instagram post, never used a celebrity endorsement, avoided flashy events, and yet scaled to a ₹3000 Crore valuation in just 4 years. While the market was busy selling "fairness in 7 days," Minimalist used reverse psychology and radical transparency to win.In this video, we dive deep into the incredible business journey of Rahul Yadav and Mohit Yadav, the brothers from Jaipur who disrupted the Indian D2C skincare space.
We break down the "Minimalist Secret" into actionable business lessons:
The Pivot: How the failure of their first startup, 'Free Will,' led to the creation of Minimalist.
The Power of Honesty: Why being a "Science-first" brand worked better than being a "Natural/Organic" brand.
Marketing Without Ads: How they cleared their first stock with just 200 followers and why word-of-mouth is their biggest asset.
Controlling the Narrative: The bold move to build an in-house factory instead of outsourcing (Quality vs. Asset-light).
The HUL: Decoding the ₹3000 Crore acquisition deal with Hindustan Unilever.
D2C Metrics: Analyzing their insane 60% customer retention rate and 4x ROAS.
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Timestamp-
00:00 – The ₹3000 Crore Secret: Scaling with 0 Celebrity Endorsements
01:26 – Meet the Founders: From CarDekho to Entrepreneurship
02:06 – The Pivot: Why their first startup 'Free Will' failed to scale
03:04 – Identifying the Gap: Exposing the "100% Natural" Skincare Lie
04:43 – The Birth of Minimalist: Philosophy of Radical Transparency
06:05 – The Controversy: Is Minimalist a copy of 'The Ordinary'?
07:15 – Marketing Strategy: Why they chose Micro-Influencers & UGC
08:44 – The Power of Honesty: Using Negative Reviews to Build Trust
10:13 – Decoding the Numbers: 60% Retention Rate & 4x ROAS
11:15 – The Boldest Move: Why they invested in an In-house Factory
12:44 – Funding & Growth: Series A and HUL’s Surprising Entry
14:08 – Global Reach: Expanding to the US, UK, and Middle East
15:20 – The ₹3000 Crore All-Cash Exit: How HUL acquired the brand
17:06 – Key Learnings: Identifying Market Gaps & Strategic Quitting
18:38 – Branding Beyond Packaging: Selling the Ingredient, Not the Hype
20:29 – Mindset Matters: Why a Long-Term Vision is Essential
21:22 – Conclusion & Final Thoughts
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