How Fix My Curls Built Its Quick Commerce Engine From Scratch
by Anirudh Trivedi · Inc42SUMMARY
- After building a brand in India's curly haircare category, Fix My Curls turned to quick commerce to drive deeper market penetration
- The brand built its quick commerce playbook from scratch by rethinking product sizes, pricing, inventory planning and logistics
- While quick commerce has helped Fix My Curls reach nearly 70 cities and emerge as a profitable channel, founder Anshita Mehrotra believes only the strongest brands will survive the sector's eventual consolidation
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For as long as Anshita Mehrotra can remember, conversations at her home were all about cosmetic formulations, ingredients, and consumer behaviour. For Mehrotras, beauty wasn’t just another industry but a family business.
Her mother, Shailey Malhotra, had built Fixderma into one of India’s trusted skincare brands, serving millions of consumers. And the obvious path for Anshita was to step into an already successful business.
Instead, she chose a road less trodden.
After graduating in Canada and returning to India in 2018, Mehrotra began exploring a gap in the beauty market that’s worth tapping into. And it didn’t take long to find one. Like millions of Indians with naturally curly hair, she knew the daily struggle of keeping her textured hair hydrated.
The products available in the market largely revolved around oils, which moisturised but often left hair greasy and difficult to manage. There was little available that could hydrate curls, style them, be used daily, and still feel light and smell good. The market was dominated by expensive salon-grade products that were not suitable for daily use.