 Hello and welcome to DTC revolution with exchange for media. Today we are in conversation with Manish Chaudhary co-founder of Vowskin Science. Hi Manish, how are you doing? Hi, how are you? I'm great. I would like to dive right in. I was researching about your brand and I got to know your I'm 1000 crore revenue by the end of FY26. What is the blueprint in your mind to achieve the same? Yeah, so obviously you need your co-brand to do well and obviously your umbrella brands to fire along with it. So I can't say it's keep it simple, but that's your blueprint towards achieving our interim target of 1000 crores. Okay, and you've already gone global in the US. Over time, I'm sure your brand must have done a lot of R&D about it. What do you think? How different is the Indian consumer from that of the American consumer, especially when it comes to the niche that you cater to? So obviously, different geographies have different consumers. A lot of people think out of India, that's the India diaspora which is buying your products there. It's American, Latin consumers who are buying your products. And do remember that the way how we have presented our packaging, our branding, it has a very international touch and feel. So just give a little bit, consumers are too, it's a global brand today, whichever brands you use, even in India are global. So there's nothing, the playbook continues to remain the same, though you continue to have different kind of consumers you are reaching out to. There's little or slight changes on formulation in each markets, but just give you a little bit of a notice that they're kind of similar on the consumer trends. Today globally consumers want natural, safe as a starting point and that's something what we are offering to our customers. Okay, great. And there's also rising demand for new age screen kept brands in tier two and tier three cities if we speak specifically to India. Is there a shift that you are noticing too and what kind of dynamic have you seen there? So remember a brand like us which is D2C, we cater to 28,000 pin codes, obviously in those pin codes will be tier two, tier three. Tire two, tier three consumers are those consumers who are starving or have less option of good brands, which can buy online. So you're targeting them. Also, we realize that T2, T3 cities have much more loyalty because of less options at their end. Loyalty is a lot more, more stronger in these cities. Okay, makes sense. And coming back to the American consumer part, can you explain to us that how earlier the brand that you were just telling me how earlier the brand was earning through indirect source and now it's going to be selling directly under the same name. So I would love to know that. Yeah, so we, our previous arrangements was that the revenues were not collected in India, it was different entities serving it. Over the last couple of months, the international business falls into the India entity, so that also increases our revenues over time. So that's our arrangement what we are building into. Okay, understood. And what is your media mix like when it comes to India, specifically to marketing and branding, how much is digital print or H&T? So, I would say that we are just about increasing our ATL budgets, but we predominantly are still very large on online spends as the company. But remember that we have got a large offline business too, which requires a different medium of advertising, which is ATL television, which is also a pretty significant amount of spends at our end. Makes sense. Moving forward to the festive World Cup election, there's a lot of going around in India these days, all the brands are leveraging the most of it during this time in their own way. G20 just got done. How is your brand making the most of the festive World Cup election season that's going on? So obviously, we have had a phenomenal first phase of sales on digital through Flipkart, Amazon. I think we had an exceptional first phase. I think there are another two, three more phases left. Let's see how that goes. But, you know, in our category, we are a personal care brand festive is all festive does give you a bump. But it's a consumption story where right throughout the year, consumers like it, they'll keep buying it. But though the festive does give you a bump, we are relying completely on e-commerce for our growth this year. So just giving you a little bit, there's nothing which we're doing. Obviously, I'm not too sure whether you've seen our latest campaign on Vitamin C, which we aired. That's running on television as well as on digital, YouTube and other channels. That is something what we are doing. But obviously, we're relying a lot on e-commerce growth at our end from the marketplaces to come from. I'm sure, but you must have seen some kind of jump in the amount of orders that you get during the festive season and how much would that be in case you can give me an idea? So some marketplaces, we saw a growth of around more than 3x than normal BAE, somewhere around 5x. So it's been a pretty interesting first phase. As I told you, there are another two more phases that go so early to say, but the initial has been pretty promising. Okay. Just the last question. One entrepreneurial tip that you would believe that you would have known as a younger self? Tough one for me to think of the fly. I've always believed in fail fast, fix fast, learn fast as a mantra. I continue to believe in that. If you fail, you should really know why you are failing and then try to go and fix it quickly. So it's not a mantra. It's something what I follow. Okay. So that is something you would also tell other young entrepreneurs to follow? I think if you learn to fail fast, fix fast as something that would be important. Without failing, you won't reach where you want to. Well said. And how do you see 2024 for BAE's concerns? So 2024 should be a very interesting year. We've had a year of consolidation last year where we wanted systems, processes, people to come in place but looking at getting a high double digit growth back at our end. We've got an interesting brand called NatureDerma which we just launched, looking at how do we ensure we get growth there. So it's going to be an interesting time at our end. So that's something which is there. Want to do it properly then take any shortcuts but build something which is solid for the future. Great. I think that was short and sweet. We wouldn't keep you long for this. Thank you so much for this delightful conversation and stay tuned to D2C Revolution People. We will be coming up with more co-founders from D2C startups next week. Thank you.