Gurugram-based fragrance start-up Bla Bli Blu has turned EBITDA-positive barely a year after its July 2025 launch. Its annual run rate has risen to Rs 250 crore, up from Rs 100 crore six months ago.
The company was founded by Rajat Khullar, Durgesh Agarwal and Kushal Agarwal, who previously held leadership roles at beauty, fragrance and consumer businesses. They say they started the brand because Indian shoppers had two choices: indistinguishable mass-market perfumes or expensive international labels. Bla Bli Blu sells premium perfumes built around personalities and moods.
“When we launched Bla Bli Blu, we knew we wanted to achieve profitability, as soon as possible, without compromising on growth. Our team has built revenue streams and lined up marketing and channel partners to bring this vision to fruition. Becoming EBITDA-positive is a moment of great pride for us and shows the strength of our distinctive approach to marketing, sales, and business growth,” Khullar said.
Quick commerce a big driver
Quick-commerce platforms, alongside traditional e-commerce, helped the company reach profit. “Given the shift in digital shopping trends, we focused on building a healthy mix of quick-commerce and e-commerce channels. Old Money, our lead fragrance, is the category leading seller on Blinkit and ranks No. 2 on Amazon, shipping around 4,000-5,000 bottles every day,” Kushal Agarwal said.
“We are also seeing good traction on Zepto for select SKUs, while Flipkart, Myntra, and Meesho are also growing as key sales channels for us. Through this differentiated mix, Bla Bli Blu reaches customers in every city across India,” he added.
Trial packs and repeat buying
First-time buyers can purchase a Rs 399 trial pack, which can be redeemed against a full-sized 100ml bottle.
“Consumers buy a fragrance after testing its scent, but online shopping cannot readily deliver on that experiential aspect of decision-making,” Durgesh Agarwal said. “Our trial pack addresses that by allowing our customers to wear a scent before fully committing to it. Each new fragrance is also extensively tested, internally and with potential customers, before its market launch. This dedication to product differentiation and customer satisfaction is the reason why our repeat purchases climbed from 25% to above 35% by month three.”
Khullar said searches for individual fragrances now outnumber searches for the brand name. “Our individual fragrances now outnumber searches for the Bla Bli Blu name itself,” he said. “We take it as validation that our products are building market recognition and consumer recall ahead of the label.”
Offline and international plans
The company is also building an offline business. It already has tie-ups with offline retail chains, kiosk chains, and modern trade partners such as Walmart and Nykaa. It expects partnerships with Reliance and D-Mart before the year ends. It also sees gifting as a major growth opportunity in the near term.
Its US business has earned around Rs 1 crore, largely through TikTok and Amazon. The company plans to expand into other international markets, such as the UK, soon.
