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In less than five years, BellaVita has become one of the biggest fragrance brands in India. This has given several others confidence to follow the same playbook and sell cheap perfumes disguised as luxury.

A little over a decade after it was founded, the company that introduced India to Greek yogurt has pulled off a turnaround. But competition is rising fast and Epigamia can’t afford to simply rest on its laurels.
The consumer electronics startup jumped through the ranks to become India’s top audio and smartwatch brand. Just as quickly, the IPO-bound company appears to be losing steam and its comeback looks uncertain.
The 10-minute house help startup has generated plenty of buzz. But its funding, valuation and founder dilution details suggest a complicated future.