Over the past decade, the Indian startup ecosystem has grown into a powerhouse of innovation and growth, with the ecommerce sector leading the charge. Not to mention, this sector is expected to breach the $400 Bn mark by 2030.
Notably, a key driver for the growth of this sector has been the beauty and personal care (BPC) segment, projected to become a $28 Bn+ market opportunity by 2030, expanding on the back of a spurt in the number of BPC brands entering the space each year.
However, amid this rise in the number of BPC players, it often gets difficult for users to separate the wheat from the chaff. Simply put, it is not easy in this era of social media flamboyance and clutter to find quality products, especially when the internet has become a breeding ground for fly-by-night brands that offer substandard quality products to make quick gains.
It is precisely this issue that Worthy Cart plans to combat, all while disrupting the market with its lab-tested and expert-validated folio of beauty, health, and personal products to re-establish trust in the sector.
Launched on Tuesday (December 11, 2024) by Varun Suri and Sonya Sahni, Worthy Cart is an AI-powered ecommerce platform that aims to offer a curated selection of beauty and wellness products.
At the launch, the startup boasted its partnership with 214 brands and featured 800+ products on the platform. It leverages a four-step product validation system to ensure that its products qualify for the highest standards of safety and effectiveness. The startup claims that each of its products is rigorously validated by doctors and quality-checked by experts.
The platform’s catalogue of products runs across categories like beauty, skincare, haircare, and wellness, which makes it a direct competitor of brands such as Plum, Bella Vita, Just Herbs, GUBB, Clensta, Hyphen, Minimalist, and Sugar.
Is Your Brand Worthy For Worthy Cart?
Currently, the startup leverages a four-step product validation system for quality checks, which includes decoding ingredients, conducting a physical examination, verifying legal compliance, and performing a thorough quality check.
Based on these parameters, the brand has reviewed almost 12,000 products for safety and quality checks, out of which only 7% were listed on its platform.
“The idea is simple—whatever is listed on our platform won’t stay forever. If we find a product with a better formulation, we will replace it. That’s our proposition,” Sahni said.
As per the founders, it’s about starting a movement focussed on quality and clean products. “Our aim is not to shame any brands but to raise awareness about quality and ensure that someone is checking. We want to raise consciousness around the fact that someone is looking at these products, and if they don’t meet the standards, they’ll be replaced,” Sahni added.
Moving on, the platform’s key USP is its AI-driven shopping comparison tool, WorthyAI, which offers personalised product recommendations based on individual needs.
In its beta phase, WorthyAI is a conversational shopping assistant that combines advanced AI technology with expert-curated selections to provide tailored health and beauty products. The AI assistant ensures smooth product recommendations and precise customer engagement.
What’s Next In The Cart?
Going forward, the Gurugram-based startup aims to scale its business through both B2B and B2C channels. It plans to launch a retail store in Delhi by the end of 2025.
The goal, as per Sahni, is to have 100 stores (400 to 1,000 sq ft) in the next three years, particularly in Tier II and III cities. The startup also aims to strengthen its online presence and plans to launch its mobile app next year.
As of now, the biggest challenge before the newly launched startup is raising funds and keeping its operations frugal. “What we are trying to do is extremely process-driven, which costs money, especially with the kind of experts we have brought in. So, we have to be mindful and frugal with our funds while managing our vision,” the founders said.
The startup is currently in talks with a few investors to raise $10 Mn in Pre-Series A funding. On the financial front, it is projecting a revenue of INR 20 Cr by FY25.
Worthy Cart has been launched at a time when the BPC and wellness market is witnessing immense growth. However, running a quality-check movement against established brands can pose a challenge, as rands may not be willing to list on the platform, fearing damage to goodwill.
What may further hurt Worthy Cart going forward is its plan to remove products on account of finding better quality formulations. This approach, too, can offend many, in turn impacting Worthy Cart.
Come as it may, the ecommerce platform’s play seems fascinating so far, and it will be interesting to see how it navigates its quality movement going forward.