Super Smelly reports annual recurring revenue of Rs 12 crore
Youth-focused, non-toxic personal care brand Super Smelly has reported annual recurring revenue of Rs 12 crore ($1.8 million) in the span of two years, with a 200% year-on-year growth rate from April 2020 to April 2021.
The brand has also reported serving over two lakh customers from over 350 cities, mostly in tier 1 locations, it announced in a press release. Super Smelly is targeting a revenue total of between Rs 80 crore and Rs 100 crore in the coming few years, it added.
The personal care brand attributes its fast paced growth to video-based content campaigns and influencer marketing aimed at India’s Gen Z shoppers. It has worked with a wide range of over 1,000 influencers including Karan Tacker, Sanjana Sanghi, Alaya Furniturewala, and Harleen Sethi, among others.
Super Smelly is pursuing a ‘digital-first focus’, it said in a press release.
“During the lockdown, we produced engaging video-based content that focused on online distribution, as well as, building awareness around personal hygiene for Gen Z,” said Super Smelly co-founder, Dipali Mathur Dayal.
“It was very well received. Even though during the initial stages of lockdown, our operations got stalled logistically, our online distribution strategy eventually helped us grow and generate the kind of revenue and awareness that we were aspiring too.”
“We have always foreseen Super Smelly to be a market leader in this new category that we have created,” said the brand’s co-founder, Milan Sharma, in a press release.
“It is a movement that we have successfully triggered and we are happy to witness several interesting brands now talking about catering to this generation as well. It is heartening to see how much we have grown within a span of two years. In the next few years, we are targeting a turnover of Rs.80- 100 crore.”
Super Smelly launched in January 2019. The brand retails products including deodorants, pocket perfumes, face washes, lip balms, and face packs, among other products.
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