Delhi-based Antinorm is moving forward with its D2C plans. They just scored a ₹1.03 crore investment on Shark Tank India Season 5. Aparna Saxena, who is the founder of this beauty and personal care brand, made a deal with Anupam Mittal. This greenlights their idea of creating a simple but strong beauty brand for Indian women today.
Antinorm came to the show asking for ₹1.03 crore for 1% of their company, which they value at ₹103 crore. After talking about their brand ideas, whether their products work in the market, and if they can grow in the Indian D2C area, Anupam Mittal said yes. He’s supporting the brand at the price it asked and will give business help for the next steps.
Antinorm started with the goal of making beauty routines easy. It’s an online-first Indian brand that sells beauty and personal care items that do many things at once. Their main idea is less product, bigger impact. They want to help busy women who want good, clean products without having to use tons of stuff. Their items are made for Indian skin and weather, which is something missing in the Indian D2C beauty market.
Right now, Antinorm sells important, helpful products like dry shampoo, styling cream, and lip stuff. Each item is made to take the spot of many products you’d normally use. By selling items that do a lot, the brand is in well place in India’s growing D2C personal care world, where people want things that are easy to use, work well, and are clean, instead of using too many products.
This investment comes as news shows that India’s D2C world is doing great in beauty, skincare, and personal care. With how shoppers are changing and wanting simple, strong products, Antinorm fits right in with what’s going on in the D2C market. The brand cares about making useful, easy-to-use products, which shows how Indian D2C brands are trying to meet what people really need, instead of following short trends.
With this new money and Anupam Mittal on their side, Antinorm should grow their D2C plans, make better products, and put more money into building their brand online. The money will also go towards getting more customers and talking more with their group of women who want easier beauty stuff.
Antinorm’s success on Shark Tank proves that investors trust D2C brands led by founders that fix problems with smart products. As the Indian D2C world becomes bigger, brands like Antinorm, which focus on being clear, getting repeat customers, and being fresh, are becoming long-term leaders instead of quick trends.
With clear brand ideas, a good line of products, and business support, Antinorm is ready to make it big in India’s D2C beauty world and make a lasting personal care brand for years to come.
