Imfresh: Revolutionizing Personal Care with Fragrance-Focused Deodorant

30 SEC SUMMARY

Discover how imfresh, a Delhi-based startup, has revolutionized the personal care market by introducing a fragrance-focused deodorant that addresses skin sensitivity issues. Founded in 2022, the company has seen exponential growth, with revenue increasing from ₹2 crores in FY25 to ₹14.7 crores in FY26.

TABLE OF CONTENTS

1. Introduction
2. The Founders' Journey
3. Product Innovation and Market Strategy
4. Growth and Expansion
5. Future Plans
6. FAQs

Introduction

In the personal care market, most consumers focus on fragrance and its longevity. However, for founders Astha Jain, Tanishq Pandey, and Pawanjot Kaur, the challenge was different. Tanishq experienced skin irritation from traditional deodorants. This led them to explore the possibility of creating a deodorant that not only offers fragrance but also cares for the skin. This initiative led to the inception of imfresh in June 2022.

The Founders' Journey

Astha Jain's entrepreneurial journey began much before founding imfresh. During her engineering studies at Punjab Engineering College, Chandigarh, she started small businesses and took on leadership roles. Post-graduation, she worked with startups, gaining insights into digital marketing, consumer branding, and business strategy.

With Tanishq Pandey, she co-founded Innovatia Marketing & Technology Solutions. It was during this period that the issue with traditional deodorants became apparent. They realized that the problem was not just skin irritation but also included issues like skin sensitivity, underarm pigmentation, and short-lasting fragrance.

Product Innovation and Market Strategy

Imfresh decided to enter the market with a deodorant cream. The formulation includes Alpha Arbutin, designed to address underarm pigmentation and body odor. However, the real challenge was introducing a new format to consumers who were accustomed to sprays and roll-ons.

Astha Jain explains, “When we launched the deodorant cream, we had to educate people that deodorants are not just sprays or roll-ons. Building trust in the new format was crucial, so we focused on understanding customer feedback and improving the product accordingly.”

Growth and Expansion

Starting with a bootstrapped investment of ₹5 lakhs, imfresh has not sought external funding. The founders have relied on internal cash flow, reinvesting business revenue into research, manufacturing, team expansion, and marketing.

According to the company, revenue grew from ₹2 crores in FY25 to ₹14.7 crores in FY26, driven by product innovation, customer feedback, and both online and offline distribution. Bootstrapping has helped the company maintain control over its operations, but it also means that resources for expansion primarily come from internal cash flow. Balancing inventory, marketing expenses, and customer acquisition costs will be key.

Future Plans

Impress has gained significant visibility after appearing on Shark Tank India, which helped reach a broader audience. The company now sells through its website, e-commerce platforms, quick commerce apps, and offline retail. According to Redseer’s May 2026 analysis, quick commerce app sales increased from 9% in FY25 to 18% in FY26, with BPC sales rising by over 120% in FY26.

Astha Jain emphasizes, “The Shark Tank experience was not just about visibility; it was about reaching a large audience. However, sustaining a long-term brand requires continuous innovation and maintaining customer trust.”

Impress is now expanding its product line to include body mists, roll-ons, and other personal care items, aiming to build a comprehensive personal care brand centered around fragrance. Astha Jain states, “We don’t want to limit imfresh to just a successful deodorant cream. Each new product will solve a real customer problem. Our goal is to create the right product, not just to launch more products.”

FAQs

What is imfresh's main product?

Impress's main product is a fragrance-focused deodorant cream.

How has imfresh grown since its inception?

Since its launch in 2022, imfresh has seen significant growth, with revenue increasing from ₹2 crores in FY25 to ₹14.7 crores in FY26.

What challenges does imfresh face in the market?

Impress faces the challenge of establishing its brand identity and customer trust in a competitive market that includes established brands like Vini Cosmetics, ITC, Nivea, Reckitt, and others.

Conclusion

Impress has made a remarkable journey from addressing a personal issue to revolutionizing the personal care market with its innovative deodorant cream. With a revenue of ₹14.7 crores in FY26, the company's next challenge will be to sustain this growth and establish a strong presence in the competitive personal care market.

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