Flipkart is getting more involved in the growing direct-to-consumer (D2C) scene in India. They’re starting Beauty Catalyst, a special event just for up-and-coming beauty and personal care brands.
This event, set for December 1, 2025, at Flipkart’s headquarters in Bengaluru, shows Flipkart’s dedication to helping new D2C brands in India grow. They plan to do this by providing mentorship, insights from their platform, and data to help these brands make smart choices.
Since beauty and personal care is one of the fastest-growing D2C areas in India, Beauty Catalyst wants to a chance for over 50 new brands in skincare, haircare, cosmetics, and wellness to expand.
Some of the D2C brands that will be there include Asaya, Tuco, Neude, Nisara, Brit Accent, Underrated, Tru Hair, Becalm, and Dermalist. This shows how much energy and new digital beauty startups are gaining ground in India, across online stores, fast-delivery D2C platforms, and traditional retail.
For many of these brands, this event will offer something they often lack early on: clear strategies, better understanding of the market, and knowledge of how online shopping works in India. This can really change how visible they are and increase their sales.
The Beauty Catalyst program is designed to fix real problems that D2C beauty startups face, like getting noticed, standing out, telling their story, and selling well. Through detailed sessions on the market, how customers act, and data-driven approaches that copy what the fastest-growing D2C brands in India do, Flipkart wants to strengthen the base on which these brands grow. They’ll share tips on getting customers interested, making the most of content, marketing effectively, and using an omnichannel D2C approach. This is all to give founders practical steps to improve their brand and grow their D2C business in India for the long term.
Kartheek Kanumuru, Senior Director – Beauty & Personal Care at Flipkart, said the event is meant to bring young entrepreneurs together to see the full power of the platform. He said that Flipkart wants Beauty Catalyst to become a key program that gives new D2C startups clear guidance, so they can make good decisions about growth on a platform that reaches millions of shoppers. This fits with the bigger picture of D2C trends in India in 2025, where platforms are forming stronger partnerships to help brands grow sustainably.
For founders, this advice is priceless. Anurag Kedia, co-founder of Pilgrim, talked about how Flipkart has helped them grow consistently. He said that Beauty Catalyst will give new brands the clarity they need to grow strategically. Chanakya, co-founder of Tuco, added that the program helps brands fine-tune their image, plan their visibility better, and use better insights into D2C customer behavior to approach omnichannel growth.
The event also shows Flipkart’s long-term goal to shape the future of D2C beauty in India. They want to do this by building relationships with brands early on that could become leaders in the market. As India sees more D2C product launches, funding for D2C, and private equity investment in D2C beauty, Flipkart’s Beauty Catalyst positions them as a key player in the D2C world in India, connecting technology, demand, mentorship, and ways to get growth capital.
With Beauty Catalyst, Flipkart is not just hosting an event. They are showing a shift in strategy: a commitment to building up the next generation of D2C beauty brands that are shaping the beauty and personal care market in India.
