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Falguni Nayar (Falguni), an alumnus of the Indian Institute of Management, Ahmedabad founded an e-Commerce multi-brand store for beauty products named as Nykaa.com (Nykaa) in April 2012. Falguni had an excellent career graph at Kotak Mahindra, but she decided to leave the job with an inspiration to start her journey as an entrepreneur. Initially, Falguni faced many hiccups but soon found her way in retailing beauty and wellness products of various brands on her website. In October 2015, Nykaa raised an investment of INR600 million through private investors and planned to expand into the omni-channel retail space. The company decided to use the funding to support Nykaa's approach to connect with the online and offline space in beauty and e-Commerce industry. Nykaa opened a luxe store at Delhi at the Chanakya Mall. Along with this, Nykaa procured INR1.65 billion in its Series D round of investment in 2018. Nykaa focused on technological innovations with omni-channel personalisation. As part of this, the company planned to come up with services like nail bars and hair bars. The company also decided to launch products in its 'Naturals' portfolio in order to strengthen its position in the Indian natural care market. Nevertheless, players like Amazon gave stiff competition to the company in the luxury segment. Amazon partnered with luxury Ayurveda brand Kama Ayurveda and introduced its skin care range in order to retain the customers. Amidst this backdrop, it remained to be seen whether Nykaa's multi-pronged business strategy would continue to help the brand to win over the customers in the coming years?