Fixderma’s low-key, high-growth strategy defies D2C playbook

Lotus Herbals-supported brand, sales of 2024-25% of 2024-25% and 2025-26’da said an increase of 55%, he said.

Instead of high marketing expenditures or quick category expansion, the Pride -based company doubles on the leadership of Dermatology and controlled channel growth. “We don’t want to be everywhere or do anything. Mint.

Skin care company Fixderma adopts a significant different approach from the most directly -oriented brands focusing on operational profitability, export and limited offline expansion.

Lotus Herbals-supported brand, sales of 2024-25% of 2024-25% and 2025-26’da said an increase of 55%, he said.

Instead of high marketing expenditures or quick category expansion, the Pride -based company doubles on the leadership of Dermatology and controlled channel growth. “We don’t want to be everywhere or do anything. Mint.

Lotus Herbals Pvt. Ltd with 30-32% shares in the company LaIn 2021, 38 Crore investment continues to be a non -operational partner. “No daily participation. We report the numbers every three months,” he said. Roughly La16 crore funds were used to clean the debts; The rest was slowly deployed, there was no more financing plan at this stage.

Lean operations, no retail accumulation

Fixderma India Pvt. LTD operates two intravenous production units (established in 2012 and 2019) that provide better control over cost and production timelines. Most of the new era brands use outdoors, while Mehrotra said that direct installation supports healthier margins and quality consistency.

The brand remained away from large -scale retail. He operates a single store positioned as an experience center in Gurigram and does not think of scaling this model. “The economy is not added to our ticket size,” he said.

However, retail sales are growing through pharmacy chains. Fixderma expanded its distribution with Apollo Pharmacy, TATA 1MG and other medical retailers in North East and West Bengal. In general, it accounts for approximately 5% of retail sales.

Export and Derma Drive Sales

Fixderma’s work is divided between D2C (40%), Derma sales (30%), export (25%) and retail. Sales through the distributor channel containing export and Derma, the highest level of all time in 2024 touched $ 10 million.

Vietnam continues to be the most powerful international market and follows Malaysia, Cambodia and Nepal. “Vietnam has become a high -performance market for us, Meh Mehrotra said that the company will participate in the upcoming trade fairs in Jakarta, Moscow and Bangkok to establish a more distributor relationship.

Bangladesh sales slowed down due to an upright import tax of 120%, and Indonesia continues to be a white area.

No diversification for now

Mamaearth, Mcaffeine, Wow Skin Science and The Moms Co. Unlike many other D2C players such as, Fixderma does not fall into adjacent categories such as makeup, supplements or baby care. It does not fall into adjacent categories such as fixerma, makeup, supplements or baby care. “There is still room to grow in our current portfolio. Our focus remains on products based on skin concerns,” he said.

The company also works on a mass market body, inspired by a formulation it provides to the Australian government within a special label agreement. The product will be sold with pharmacies and will target regular use segments such as diabetic patients or rescue patients.

The company selectively spends digital marketing and the highest investments go to D2C. Mehrotra remained largely away from its famous approval, blocking a small campaign with Vaani Kapoor and instead focusing on impressive content about skin problems.

In 2024, the company faced a Reddit thread that accused of not explaining the SPF test results. Mehrotra said the brand tested the sunscreen in 2013 and re -tested in 2023 with international laboratories. “The SPF test is not widely available in India and costs are high, but this does not mean that it is ignored,” he added.

Fixderma also engaged in counterfeit products on e-commerce platforms such as Meesho and Snapdeal. The company is now watching the lists more actively and found that Amazon was more sensitive to the implementation of IP rights.

A former distributor also issued allegations of unpaid dues online. Mehrotra attributed this to the routine difficulties of doing business in regions. “We work with more than 450 stockists and 18 cfa. In a case, a distributor disappeared excessively La2 Crore in the inventory. We saved the goods, but such events take place, “he said.

Conservative

The company does not plan to create more capital or list more capital in the near term. Mehrotra said, ık We built it in our own speed, we kept the costs tight and we remained profitable.

Fixderma was previously rejected by corporate investors because it was “very cautious”. Mehrotra said that several funds passing through the brand later lost money during other high -burn D2C initiatives. “We weren’t suitable for this growth style. And it’s okay.”

Fixderma operates in India’s skin care market, led by rapid growing dermatology. La12,000 crore in 2024. Market, acne, eczema, pigmentation and sun protection for conditions such as medicated and anxious products.

According to IMARC Group, the segment is expected to grow at 8.7% CAGR by 2033, with the increase in demand for functional skin care.

Fixderma, Derma Co. (Honasa Consumer LTD), Minimalist, Bioderma, Cetaphil and La Roche-Posay and D2C and Premium Skincare category Erik, Aqualogica, Re’equil and Foxtale.

However, in contrast to most D2C brands, it has Fixderma production and does not work in colorful cosmetics or supplements, which is definitely focused on products based on skin concerns.