Nourishing The Curly Hairs
Name & Designation: Anshita Mehrotra, Founder and CEO
Company: Curls And More LLP
Age: 23
Sector: Hair Care
The huge gap in the hair care market which was overlooked and underestimated was the major hook that led to the inception of the venture. That market was the curly hair market. Anshita Mehrotra, Founder and CEO started Fix My Curls in 2019 for the sole reason that there was a complete lack of representation for my hair type, whether it be pop culture or actual products in the hair care industry, she described.
Fix My Curls is the D2C-first brand which caters to curly hairs and aims to foster a community that embraces their natural hair texture. It offers hair care products which claim to be cruelty-free, toxins and paraben-free and free from other harsh chemicals. Products are specialised for curly and wavy hair as Anshita Mehrotra realised that one solution for all kinds of hair cannot work well. Her entrepreneurial journey started from her personal problem as she also has curly hair and resonated with the problem many Indians can be facing.
Creating a brand in a segment which is highly niche can be a great challenge and it really was. The brand dealt with a range of complexities but the biggest was the lack of information for customers. “In the beginning, we spent most of our time educating our customers about curly hair care and why it was so important,” Mehrotra said.
She foresees the market evolving in the next four to five years, the segment of curly hair may seem small or niche, but in reality, around 60 per cent of the world's population has textured hair. The company grew from five people in 2021 to twenty people in 2022. The scope for market growth is massive and absolutely liaising with the D2C segment, the sector will slowly evolve. The brand aims to be in salon chains all over India, as well as present in over 20 countries all over the world. It also plans to raise Series A in funding this year.
Mehrotra candidly expresses that she feels successful in moments when her customers genuinely feel that the product had changed their life in some ways, and still do to this day.
