Special Report
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Wakefit: Going beyond the bedroom
After disrupting the sleep industry by selling mattresses online, Wakefit is now transforming into a home solutions company. Can it move from the bedroom to all rooms?
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How Beardo disrupted the men's grooming market
Founded in 2015, the direct-to-consumer brand began with serving up products for beards, before evolving into a full-stack men's grooming company. Its pace of growth caught attention, leading to an eventual buyout by Marico
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Rebel Foods: On cloud nine
How Rebel Foods found a silver lining in cloud kitchens, and is churning out a battery of ₹100-crore online-only food brands
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Mamaearth: A baby care brand grows up
After carving a niche in the baby care segment with toxin-free products, Mamaearth has quickly evolved as a personal care brand
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Direct to millennials, in Bharat
The growth of online-first brands is coming from outside top metros, and is driven by millennials
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Here's to the crazy ones
How a clutch of online-first brands has disrupted the traditional way of doing business by shunning the herd mentality and listening to their heart
