How Fix My Curls Built Its Quick Commerce Engine From Scratch

Fix My Curls, a beauty brand founded by Anshita Mehrotra, emerged from her family's skincare business, Fixderma. After graduating from Canada and returning to India in 2018, Mehrotra recognized a gap in the market for curl-friendly hair care products. She developed the first leave-in curl cream and hair gel for the Indian market, free from sulfates, silicones, parabens, mineral oils, and drying alcohols.

In 2019, Mehrotra launched Fix My Curls via its website and Amazon, but faced a halt during the pandemic. She turned to educational content, which led to over 12,000 active Instagram followers within the first lockdown. In 2021, Fix My Curls expanded through beauty-focused marketplaces like Nykaa, Vanity Wagon, and Sublime Life.

The brand then entered the quick commerce market in the second half of 2023, with a limited rollout across Blinkit pin codes. Blinkit's lack of historical data on product sales and consumer behavior posed challenges, but Fix My Curls leaned on its customers' performance metrics and Meta campaigns to build awareness and drive sales. By January 2024, Blinkit expanded the brand's presence nationwide, contributing significantly to the company's sales.

Quick commerce now accounts for nearly 70% of Fix My Curls' total sales, while its D2C website contributes around 25%. The remaining 5% comes from exports to Nepal, Switzerland, Malaysia, and Romania. The company reported revenue of over ₹21.42 Cr in FY25 but has yet to become profitable. Mehrotra expects to achieve EBITDA profitability of 2-5% in FY27. Over the past three years, she's learned valuable lessons about building in quick commerce, including focusing on cart behavior, pricing, and replenishment rhythm.