Dug into Paras Pharma after a founder told me. OTC pharma market was crowded but most products were general use. They targeted very specific problems & built a 500cr co Moov - back relief Krack - foot cracks Itchguard - rashes Ring Guard - ringworm
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His point was how there is still so much scope for innovation & market capture in beauty & personal care industry. Btw, Sequoia was an investor in Paras. Exited when RB bough Paras in 2010
Another interesting tidbit - One of the brothers at Paras has now started Vini Cosmetics and is doing the same thing with brands like Fogg & GlamUp. Fogg especially since it came into a crowded deo market & stole away market share with a completely different positioning