Fix My Curls Expands to Quick Commerce, Boosts Sales

Indian haircare brand Fix My Curls has solidified its market presence through a strategic expansion into quick commerce channels. Founded in 2019, the company, which focuses on products for natural curly hair, has experienced substantial growth since it began offering its products via quick commerce services, such as Blinkit.

Quick commerce now accounts for nearly 70 percent of Fix My Curls' total sales. This growth channel has enabled the brand to reach a new customer base that makes more frequent, smaller orders. According to the company, its D2C website contributes around 25 percent of sales, with the remaining 5 percent coming from exports to several international markets.

Founder Anshita Mehrotra launched Fix My Curls after identifying a significant gap in the Indian market for curly hair products. The company quickly developed a popular product line free from harmful chemicals. During the pandemic, the brand focused on digital content creation, substantially growing its social media following.

The shift to quick commerce was initially challenging, as the marketplaces lacked established playbooks for this emerging channel. Fix My Curls utilized customer data and targeted ad campaigns to build awareness for the new distribution method. The brand recognized price sensitivity and responded by launching smaller, more affordable trial packs that better fit the context of quick commerce shopping carts.

Fix My Curls reported revenue exceeding ₹21.42 crore in FY25 and anticipates achieving an EBITDA margin of 2-5% by FY27. The company views quick commerce as an increasingly profitable channel moving forward.