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Plush targets Rs 170–180 crore revenue this fiscal, nearly double last year, as it widens distribution and localises production
Our read
Plush will grow close to double on quick commerce but is more likely to land at or below the low end of Rs 170–180 crore than above it.
For operators
Plush is adding cities (8–12 by fiscal-year end) and three launches next quarter on top of ~3,000 touchpoints, so rival beauty brands and retail partners should expect more competition for shelf and quick-commerce visibility.
Watch
Launch timing and early quick-commerce rankings of the three products due next quarter
The report,
Plush, with revenue of around Rs 98 crore last year, plans to grow from six-seven cities to 8–12 by the end of this fiscal. It will raise D2C's share of sales to 15–17 per cent and launch three products next quarter.
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Reported figures
From the report. Source details below
| Current touchpoints: | around 3,000 |
|---|
Why it matters for the brand
The Rs 170–180 crore target against ~Rs 98 crore last year is steep growth, but with quick commerce at around 60% of sales, delivery depends on one channel until D2C reaches the planned 15–17% and local manufacturing is in place.
What to track next
- Announcement of an Indian manufacturing partner or a dated timeline for the production shift
- Reported touchpoint count rising above about 3,000 and the number of cities moving toward 8–12
- Mid-year revenue run-rate compared with the Rs 170–180 crore target
- D2C share moving toward 15–17% while quick commerce falls from around 60%
The source
First seen