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Bla Bli Blu turns EBITDA-positive and hits Rs 250 crore annualised run-rate about a year after launch
Our read
Bla Bli Blu will more likely than not convert its early online traction into Reliance and D-Mart distribution by the end of 2026, but offline margins will test its EBITDA-positive position.
For operators
Bla Bli Blu's repeat purchases by month three are now above 35% (up from 25%) and it expects Reliance and D-Mart tie-ups before end-2026, so fragrance category buyers should weigh a proven fast-turning brand against their existing ranges.
Watch
A signed Reliance or D-Mart partnership before the end of 2026 would mean mass-retail shelves are opening, raising pressure on incumbent fragrance brands.
The report
Fragrance startup Bla Bli Blu turned EBITDA-positive about a year after its July 2025 launch, reaching an annualised revenue run-rate of Rs 250 crore, up from Rs 100 crore six months ago. It is expanding offline and expects Reliance and D-Mart partnerships before the end of 2026.
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Reported figures
From the report. Source details below
| Repeat purchase rate by third month: | more than 35 per cent |
|---|---|
| Earlier repeat purchase rate: | 25 per cent |
| Trial pack price: | Rs 399 |
Why it matters for the brand
Bla Bli Blu is EBITDA-positive and has taken its annualised run-rate from Rs 100 crore to Rs 250 crore in six months, a rare profitable-growth profile in Indian fragrance, though the run-rate is annualised rather than audited revenue.
What to track next
- Third-month repeat purchases against the 35% reported
- Next run-rate disclosure against the ₹250 crore reported
- Whether EBITDA stays positive once offline distribution costs show up
- Rival fragrance brands' price cuts or new launches in the same segment