Why We Acquired bback: Building Beyond the Hangover

Building India's First Clean Perfume Brand – Why we partnered with Secret Alchemist

Fragrance is the last unregulated category in personal care. No ingredient disclosure. No safety certification requirements. Consumers have no idea what they're spraying on their skin. That is changing. The clean beauty revolution that shaped skincare brands like Mamaearth, Plum, and Minimalist is now entering fragrance. We are excited to announce our investment in Secret Alchemist, India's first clean perfume brand, founded by Ankita Thadani, Akash Valia, and Samantha Ruth Prabhu. Full ingredient transparency. IFRA-certified formulations. Every batch tested and published. The brand is not selling 'clean' as a marketing claim, it is building the infrastructure of trust that the category lacks.

Why we partnered with WanderOn: Building India’s Most Loved Experiential Travel Platform

Travel in India has undergone a fundamental shift. For Gen Z and millennials, travel is no longer an occasional indulgence. It is a recurring discretionary investment, driven by social discovery, shared experiences, and a desire to step away from increasingly screen-led lives. This shift is durable and observable across domestic and outbound travel behaviour. Yet the industry remains misaligned with this consumer.