The creators of SUGAR are an IIM Ahmedabad alumni Vineeta Singh and Kaushik Mukherjee and it was introduced at a time when the market was run by brands like Lakmé and L’Oréal.
The aim was to provide a more compatible and affordable range that is suited for the Indian complexion. SUGAR was built targeting the new-age millennial woman.
To convey worth to its customers and put resources into those business areas that permit them to deliver those values.
SUGAR is also gaining the interest of customers with its packaging by putting efforts in the little details like having a mirror and cushion in the loose powder tub.
A lot of companies end up spending money on acquiring customers, but SUGAR decided to balance brand marketing with content marketing.
Apart from online sales, the brand is available in brick & mortar stores such as Pantaloons, Lifestyle as well as its own exclusive stores.