In this clip, Mohit Yadav, Co-founder of Minimalist, shares a counter-intuitive insight they discovered while building the brand.
Skincare knowledge today is global.
A consumer in a Tier-3 town can follow US dermatologists, understand ingredients, and know exactly what should go into a product — even if they’re not a buyer yet.
When Minimalist dug into their data, they were shocked:
👉 50% of their sales were coming from Tier-3 cities and villages.
In this conversation with Karthik Reddy on The Blume Podcast, Mohit explains why respecting the consumer’s intelligence — not income — became Minimalist’s biggest growth unlock.
🎧 Watch the full episode for more insights on building trust-led consumer brands in India.