Why We Doubled Down On Our Partnership With Nuguru: Backing a Global Initiative in Revolutionizing Healthy Eating

At DSG Consumer Partners, we have been tracking the evolution of health and wellness since we started in 2012. Our conviction in the category led us to invest in Nuguru in early 2020 when Vikram Rupani (co-founder of Redmart, a DSGCP portfolio company acquired by Lazada) started working on the idea for a new chapter in his entrepreneurial journey. We love to partner with visionary founders even at the inception stage on Day 1. Over the past three years, the DSGCP team has been privileged to accompany Nuguru on its journey of incorporation, transformation, and international growth. We are pleased to support and collaborate with Vikram and a fully built ace team to pivot the business model from its initial foray with the “Clean-in-15” program to today's harmonized approach to wellness.

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.