Beauty scale

How India’s Best Unicorns Reinvented Themselves


In recent years, India has become a hub for a record number of unicorns that have disrupted traditional business models. These billion-dollar-valued companies face a unique challenge: how to create a differentiated product or service while ensuring they are discovered by millions of their potential customers. This is where partnering with platforms like Meta makes the difference. Meta helps simplify a customer’s journey from “discovery to purchase”.
The group Good Glamm, for example, is a good example. The content-to-commerce conglomerate is South Asia’s first beauty unicorn. He leveraged a wide assortment of products on Meta platforms such as Facebook and Instagram to improve reach through scalable and personalized advertising campaigns. Today, with over 88 million mostly female users on Facebook, Instagram and other Meta platforms, the startup has over 1.5 billion monthly impressions.
Good Glamm Group’s personalized targeted campaigns across all of its digital media platforms have “reached unprecedented scale,” says Darpan Sanghvi, co-founder and CEO of the group. Reels, stories, live interactions and other content formats on platforms like Instagram make it entertaining for both content creators and consumers. The establishment of such partnerships is crucial in industries where the customer must be informed of the offer.
Similarly, PharmEasy, in the healthcare sector, has also benefited enormously from its partnership with Meta. “We had to build a brand and get people to believe in us, and I think that’s where Meta Technologies came in,” says Siddharth Shah, CEO of API Holdings, owner of the PharmEasy platform. “Platforms like Facebook have been crucial in increasing scale and performance at lightning speed for us.”
NoBroker has also reinvented the traditional and fragmented real estate market by cutting out the middleman, partnering with platforms like Meta to accommodate multiple categories. This allowed him to be discovered by the right target audience in a timely manner.
Today, the service saves a staggering Rs. 3,000 crore ($380 million) per year in brokerage fees in six metropolitan cities. Saurabh Garg, co-founder, credits his platform with an “extremely simple, seamless and intuitive user experience”. It was equally important to spread the word to introduce customers to the new service. “Naturally, Meta was the first platform of choice,” Garg says.
Today, 18 million customers are connected to the NoBroker platform and a fifth of the company’s paid listings have been driven by Meta. “We just started with a simple idea and a problem that we had encountered ourselves. The magic happened when we were discovered by the right audiences through platforms like Facebook and Instagram.
What distinguishes these unicorns from others is that they offer a differentiated product or service by shaking up traditional models. Another common thread that ties them all together is their partnership with platforms like Meta who will continue their efforts to help these outfits connect with their audience from diverse demographics, build communities and grow their business.
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