'Aur, kya chal raha hai?' , 'Fogg chal raha hai!'
If you're living in India chances are you've heard this not just in the TV or digital media but someone actually telling this to you in a conversation.
Fogg went after a cluttered deodorant market dominated by Axe and Engage and disrupted it.
The man behind Fogg is Darshan Patel.
Darshan Patel may not be known to a lot of people.
He was a part of his family-run enterprise Paras Pharmaceuticals which was co-owned by his three brothers.
He sold his 24% stake in Paras to a Private Equity entity which in turn sold it to Reckitt Benckiser (RB).
Darshan had been instrumental in bringing the following brands to life - Move, Crack, Dermi Cool, Set Wet, Zatak and Livon. In 2012, RB sold Set Wet, Livon and Zatak to Marico.
Patel incorporated Vini right after Paras was sold to RB in '07 and faced backlash from his brothers.
In 2019, Vini Cosmetics closed the financial year with ~Rs. 900 Cr. + revenues putting itself on the run rate to achieve Rs. 1,000 Cr.+ threshold for 2020.
Darshan and his brother own a 63% stake in Vini. Sequoia & WestBridge Capital owns 17% and 20% respectively.
With a capital raise of ~Rs. 1,210 Cr.+ since '07, Vini was valued at ~Rs. 5,000 cr. in 2017. (A 143x jump on '07)
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