Interview: Avni Sricharan & Dyuti Waghray, Co-founders of Defi beauty, a makeup brand

Interview with Avni Sricharan & Dyuti Waghray, Co-founders of Defi beauty, a makeup brand

In an insightful conversation with Ms. Avni Sricharan and Ms. Dyuti Waghray, the visionary co-founders of Defi Beauty, we uncover the driving forces behind their innovative makeup brand.

Their journey highlights a passion for inclusivity and cutting-edge beauty solutions, reflecting their commitment to empowering individuals through makeup. Through this interview, we explore the inspirations, challenges, and future aspirations that define Defi Beauty’s unique approach to the beauty industry.

Can you please share your story behind Defi beauty?

Avni Sricharan: The story behind Defi Beauty is deeply personal and rooted in a desire to bridge a gap in the beauty industry. As co-founder, my journey began with a clear vision: to create a makeup brand that truly resonates with modern Indian women in their late 20s and early 30s.

We saw a significant void—while the spotlight was often on Gen Z, millennials were yearning for products that matched their lifestyle, values, and vibrant personalities.

Defi Beauty was born from the belief that beauty should celebrate the fusion of languages, cultures, and styles.

Our aim was to craft products that are not only super pigmented and easy to use but also embody the essence of being unabashedly desi. We wanted to build something that reflected the realness and authenticity that millennials crave.

Nowadays makeup brands are booming so how is Defi beauty different and setting a benchmark in the makeup industry?

Avni Sricharan: Defi Beauty stands out in the booming makeup industry by focusing on what millennials truly want and need. Here’s how we differentiate ourselves and set a benchmark:

1. Tailored for Millennials: Unlike many brands that cater to Gen Z trends, Defi Beauty is designed with millennials in mind. Our products are crafted to fit the fast-paced, multifaceted lives of modern Indian women who seamlessly navigate between languages, cultures, and styles.

2. Authenticity and Realness: We pride ourselves on infusing authenticity into every product. Defi Beauty is not just about makeup; it’s about celebrating real beauty and creating products that genuinely reflect our values and lifestyle.

3. High Performance and Practicality: Our products are super pigmented, easy to use, and designed to keep up with an on-the-go lifestyle. We’ve prioritized both performance and convenience, ensuring our packaging is sleek and travel-friendly.

4. Community and Connection: Defi Beauty isn’t just a brand; it’s a community. We focus on building meaningful connections and fostering a sense of belonging among our customers. Our journey from concept to brand has always been about more than just products—it’s about creating a space where women feel seen and heard.

5. Affordability without Compromise: We offer high-quality products at prices that won’t break the bank. Defi Beauty is about making premium beauty accessible, ensuring that our products are within reach for those who want to look and feel their best without overspending.

As women entrepreneurs what advice you would like to give to our young women entrepreneurs?

Dyuti Waghray: Here are a few points I swear by and would love to share it with every woman, who has

decided to walk the path of entrepreneurship – 

• The most important thing is BELIEVE – believe in yourself, your vision and your abilities. 
  • Embrace challenges as opportunities for growth. Each setback is a chance to learn, adapt, and become stronger, hang in there, you got this!
  • Persistence and determination are key qualities that will propel you forward, even when the path ahead seems challenging.
  • Failure is not the end, just gather yourself back and restart. The failure is of the venture/ business not you as an entrepreneur.
  •  Prioritize self-care and well-being. As an entrepreneur, it’s easy to get caught up in the demands of building a business. However, taking care of yourself physically, mentally, and emotionally is essential for long-term success and fulfilment.
  • Celebrate your successes, no matter how small. Recognize and acknowledge your

achievements along the way, as they serve as fuel to keep you motivated and inspired on your entrepreneurial path.

What challenges did you face during the launch of Defi beauty?

Avni Sricharan: If I were to pinpoint one major challenge in building Defi Beauty as a direct-to-consumer (D2C) brand, it would undoubtedly be customer acquisition and retention. While the D2C model offers the advantage of direct access to our consumers, standing out in a crowded online marketplace is no easy feat.

Establishing Brand Awareness: One of our key challenges has been cutting through the noise to make Defi Beauty known. In a market teeming with options, creating a strong and recognizable brand presence requires strategic marketing efforts and compelling storytelling that resonates with our millennial audience.

Attracting an Initial Customer Base: Gaining the attention of potential customers and convincing them to choose Defi Beauty over competitors has been a significant hurdle. We’ve had to craft engaging content, leverage social media, and offer incentives to attract our first wave of customers.

Retaining Customers: Once we’ve captured their attention, the real work begins in keeping them engaged and loyal. It’s crucial to provide an exceptional customer experience, from seamless shopping to prompt support. We strive to maintain high standards in every interaction to foster lasting relationships.

Ongoing Engagement and Innovation: To retain customers over time, we need to continuously innovate and stay ahead of changing preferences. This involves regular updates to our product lineup, personalized communication, and staying attuned to our audience’s evolving needs.

Personal Touch: Maintaining a personal connection with our customers is essential. By communicating with a personal touch and understanding their unique preferences, we can build stronger bonds and ensure that Defi Beauty remains top of mind.

What is the inspiration behind Defi beauty?

Dyuti Waghray:The inspiration behind Defi Beauty is deeply rooted in celebrating the modern Indian woman’s dynamic lifestyle and diverse experiences. Our brand was created to fill the gap for millennials who felt overlooked in a market dominated by Gen Z trends.

We wanted to provide products that resonate with Indian consumers by blending global beauty standards without compromising on quality or value for money. Our commitment to real beauty and genuine connections reflects our dedication to serving a vibrant community of women who juggle multiple roles and styles.

Additionally, our personal inspiration to become an entrepreneur came from being raised by a remarkable mother who skillfully balanced work and family. Witnessing her success and dedication has fueled our passion for building a brand that reflects both our shared values and the vibrant essence of modern Indian women.

Ms. Avni Sricharan and Ms. Dyuti Waghray’s inspiring leadership at Defi Beauty reveals a brand deeply rooted in creativity and inclusiveness. Their commitment to redefining beauty standards and enhancing self-expression underscores the transformative impact they aim to achieve.

As Defi Beauty continues to evolve, their vision promises to make a lasting mark on the beauty industry, offering innovative solutions that resonate with diverse audiences and redefine what it means to be beautiful.

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