Deconstruct—its growth story
Origins: Science Meets Simplicity
Founded in April 2020 by Malini Adapureddy, an IIT Kharagpur alumna with extensive FMCG experience, Deconstruct was born from a desire to simplify skincare without compromising efficacy. The brand focuses on gentle, science-backed ingredients tailored for Indian skin, using insights from over 500 interviews to inform R&D efforts. Its early hero products included mattifying gel sunscreens, Vitamin C serums, and lip balms.
Traction & Growth
FY 2023–24 (Mar 2024):
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Revenue surged from ₹6.67 cr to ₹15.46 cr—an impressive 2.3× growth, while reducing losses by 33% to ₹4.9 cr.
FY 2025 (Mar 2025):
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Achieved 10× revenue growth, reaching an annualised net revenue of ₹130–200 cr, and locked in EBITDA profitability.
Distribution & Channel Strategy
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D2C & Marketplaces: Core sales via website + Amazon, Nykaa, Flipkart, etc.
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Quick Commerce Boom: Early 2024 entry into Swiggy Instamart, Zepto, Blinkit—now contributing 10–15% of revenues, with 200% MoM growth in some channels.
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Offline Pilots: Deconstruct is piloting retail formats in Bengaluru, scaling through kiosks and shop-in-shop.
Product & Marketing DNA
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Focus on gentle actives like niacinamide, hyaluronic acid, AHAs.
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Transparency-first content, ingredient education, and community-building elevate trust.
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Hero products anchored strategy—marketing spend and distribution aligned around best-sellers to optimize ROI and CAC.
Growth Outlook & Ambitions
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Targeting ₹500 cr annualised revenue in FY 2026, backed by new funding and profit momentum.
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Key pillars: R&D in core categories, quick‑commerce dominance, offline rollout, and international markets (UAE, SEA).
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Diversifying portfolio beyond sunscreen and serums, potentially entering body/hair care and new skincare categories.
Why Deconstruct's Story Matters
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1M+ beginners reached—brand resonates in remote pin codes.
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Thrives at the intersection of science, simplicity, and accessibility—a strong value proposition in India’s evolving skincare scene.
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Profitability before scale—unusual traction that garners investor confidence.
The Road Ahead
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Achieve ₹500 cr—will test scalability across offline and global markets.
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Expand product range—especially in gentler active formulations and new categories.
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Scale quick commerce and offline—to maintain growth velocity.
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Sustain profitability—even at higher scale, focusing on efficiencies.
Deconstruct is a stellar example of a modern D2C brand: founded on insight, propelled by science-backed efficacy, and scaled through channel-savvy distribution. With ₹200 cr under its belt, EBITDA positive, and ₹65 cr funding in tow, FY 2026 looks pivotal. It’s poised to redefine skincare in India—and beyond.
