Mumbai-based beauty ecommerce unicorn Purplle has secured INR 99.88 Cr (approximately $11.43 Mn) from its parent company, Manash E-commerce Private Limited. This internal cash transfer, revealed through regulatory filings, is not fresh funding but rather an internal capital movement. The development comes amid growing speculation that Purplle is gearing up for an IPO between late 2025 and early 2026.
Credits: The Economic Times
Regulatory documents from the Registrar of Companies (RoC) indicate that Manash E-commerce issued 1,13,200 shares to its subsidiary, Manash Lifestyle Private Limited, at an issue price of INR 8,824 per share. Purplle’s board approved the rights issue allotment on February 28, 2025.
While this move does not involve new funding from external investors, it signals Purplle’s intent to strengthen its financial position. Internal capital restructuring is often a precursor to major corporate moves, and given Purplle’s IPO ambitions, this could be a strategic step towards streamlining its balance sheet ahead of public listing.
Founded in 2012 by Manish Taneja and Rahul Dash, Purplle has established itself as a dominant force in India’s beauty ecommerce space. Unlike competitors Nykaa, Meesho, and Tata Cliq, which focus on premium beauty brands, Purplle has carved a niche in the mass and mid-tier segments, catering primarily to Tier-II and Tier-III cities such as Mysuru, Coimbatore, Kochi, Ernakulam, Kozhikode, and Siliguri.
The company’s private-label strategy has played a crucial role in its success. Through acquisitions of D2C brands like Faces Canada, Carmesi, Good Vibes, and NY Bae, Purplle has built a strong in-house product portfolio. This model allows for better margins and customer loyalty, differentiating it from competitors reliant on third-party brands.
Purplle’s financial trajectory has been on an upward climb. In the financial year 2023-24 (FY24), the company’s revenue surged 43% to INR 679.6 Cr, up from INR 475 Cr in FY23. Simultaneously, it significantly reduced its consolidated net loss by 46%—from INR 230 Cr in FY23 to INR 124.1 Cr in FY24.
In October 2024, Purplle closed its Series F funding round at INR 1,500 Cr, led by the Abu Dhabi Investment Authority (ADIA). The round also saw participation from existing investors Premji Invest, Blume Ventures, and new investors such as Sharrp Ventures. With deep-pocketed backers like Goldman Sachs, Peak XV Partners, and Kedaara Capital, Purplle is well-positioned for future growth.
Purplle operates in an increasingly competitive market. While Nykaa remains a formidable rival with its premium brand partnerships and offline expansion, new players like Reliance Retail’s Tira, Flipkart’s Myntra, and Tata Cliq are aggressively expanding their footprint in the beauty and personal care (BPC) space. Additionally, quick commerce platforms like Blinkit and Zepto are now selling beauty products, further intensifying competition.
The Indian BPC market is projected to reach $30 Bn by 2027, growing at an annual rate of 10%, making it the fastest-growing beauty market among large economies. This growth potential has attracted numerous investors and businesses vying for a share of the lucrative segment. Just last month, Mumbai-based D2C skincare brand Foxtale raised $30 Mn in a Series C round led by KOSÉ Corporation, underscoring the investor interest in the sector.
Credits: Inc 42
Purplle is well-positioned for an IPO in the upcoming years thanks to its solid financials, extensive market penetration in smaller cities, and successful private-label strategy. The infusion of internal capital signifies its readiness for the subsequent stage of expansion. Purplle’s successful IPO might increase investor value and solidify its place in India’s rapidly expanding cosmetics e-commerce market.
To keep up with the competition, Purplle will need to keep coming up with new ideas, growing its brand alliances, and perhaps bolstering its physical presence. As the business prepares for a possible public debut, the upcoming quarters will be critical.
Purplle’s internal capital transfer of INR 99.88 Cr is a noteworthy action that supports its overarching strategic goals. The unicorn’s long-term future will depend on its capacity to scale effectively and maintain profitability as the Indian beauty e-commerce market continues to heat up. In the always changing beauty and personal care industry, Purplle is definitely a company to keep an eye on, whether it decides to go public or continue expanding into new verticals.
