Pilgrim had a great year in FY25, with sales jumping to ₹408.3 crore—more than double the ₹198.7 crore from the year before. This crazy 105.4% increase shows they’re really taking off in the Indian beauty and personal care scene, even while they’re still putting money into growing, marketing, and getting their products everywhere.
Their total income for FY25 was ₹417.7 crore, up from ₹204.3 crore. Besides what they made from selling stuff, they also got about ₹9.4 crore from things like bank interest and gains from selling mutual funds. All this shows how they’ve gone from being a new D2C startup to a pretty big consumer brand in India.
Anurag Kedia and Gagandeep Makker started Pilgrim in 2019, and they sell all sorts of stuff—skincare, haircare, makeup, and fragrances. They like to say their stuff is made with ingredients from around the world, and that it’s clean, vegan, and doesn’t have any bad stuff in it. This is what a lot of Indian shoppers want these days. Over the past year, Pilgrim has seen more people wanting personal care brands that are all about the ingredients, backed by science, and doing things the right way.
Pilgrim is selling their products everywhere they can—on their own website and app, on big online stores, and on quick delivery apps. They’re also opening actual stores and have reached five of their own stores and over 300 partner stores all around India. Lots of online brands in India are doing this to get their name out there, build trust, and get people to buy from them again. Also, in April, Pilgrim started selling to salons, which is a whole sales channel for them.
To keep growing like this, Pilgrim has been raising money. They got ₹200 crore in March 2025, which valued the company at ₹3,000 crore before the money came in. They’re planning to use that money to open more stores and build their brand for the long haul. So far, Pilgrim has raised about $54 million from some serious investors.
Even though they’re growing fast, Pilgrim is more focused on getting big than on making a profit right away. Their losses went up to ₹68.7 crore in FY25, from ₹26.3 crore the year before. This is mostly because they’re spending a lot on marketing, hiring people, and stocking up on products. They spent over twice as much overall—₹486.4 crore—as they’re trying to get people to remember their name and grab market share in the crazy competitive personal care world.
Marketing was their biggest expense, taking up almost half of all the money they spent. They dropped ₹234.5 crore on ads and promotions in FY25, which is a 115% jump from the year before. They’re really going after online ads, getting influencers to talk about their products, and trying to be seen everywhere. They also spent more on employee salaries—₹42.6 crore—and on buying products to sell—₹137.2 crore—because they’re selling more.
Even with the losses, Pilgrim’s FY25 numbers look good. Passing ₹400 crore in sales puts them up there with the best D2C beauty and skincare companies in India. Everyone’s talking about how important it is for D2C companies to be sustainable, and Pilgrim’s fast growth, store openings, and support from investors make them a brand to watch in India’s D2C market.
