Three reasons why new consumer brands are hitting the 'J-Curve'
Many new brands are focussed on a new sort of consumer - the millennial. Many start-ups target the top 100 million millennial consumers.

- Oct 22, 2019,
- Updated Oct 22, 2019 5:37 PM IST
India's new consumer brands are taking much less time to scale and become Rs 100 crore brands than five years ago. There are many reasons underpinning this trend. Recently, Business Today chatted up with Kanwal Singh, Founder & Managing Partner at Fireside Ventures, an early-stage investment fund focussed on consumer brands.
He explained the 'J Curve' many start-ups hit - that is, if these companies get the foundation right such as the product, the market-fit, and the right channel mix, they can hit a growth curve that is far more exponential versus linear.
Also Read:India's new consumer brands are taking much less time to scale and become Rs 100 crore brands than five years ago. There are many reasons underpinning this trend. Recently, Business Today chatted up with Kanwal Singh, Founder & Managing Partner at Fireside Ventures, an early-stage investment fund focussed on consumer brands.
He explained the 'J Curve' many start-ups hit - that is, if these companies get the foundation right such as the product, the market-fit, and the right channel mix, they can hit a growth curve that is far more exponential versus linear.
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