Asaya plans offline expansion after reaching Rs 50 crore ARR

Skincare brand Asaya plans to expand into the offline retail market after it hits an annual recurring revenue of Rs 50 crore. The business is targeting Rs 13 crore in revenue in the 2025 financial year after reporting Rs 96 lakh in total sales during the 2024 financial year, in which it completed its first eight months of operation.

Launched in 2023, Asaya has grown swiftly since its inception and specialises in performance skincare and alleviating hyperpigmentation. The brand retails through its World of Asaya direct to customer e-commerce store and is part of Wellspring Consumer Private Limited, according to its website.
 
“Our team of cosmetic chemists and dermatologists, who specialise in melanin-rich skin care, guide R&D and product development to create researched, dermatologically and clinically tested, high-performance skincare that’s rooted in giving the melanin-rich skin the extra love,” said Asaya’s co-founders Neeraj Biyani, Eeti Sharma, and Mandeep Singh Bhatia in a joint statement, India Retailing reported.
 
Asaya continues to expand its skincare offering and its latest product launches include its Oil Free Barrier+ Crème to fight acne-causing bacteria and its Sunscreen Mist, the brand announced on Facebook. One of the brand’s signatures is its ‘MelaMe’ complex which is formulated to combat hyperpigmentation, a common skin concern in India.