kindlife, the global beauty platform focusing on health, beauty, and wellness categories, is entering the offline space through a strategic collaboration with NewU stores, operated by H&B Stores Limited, a 100 per cent subsidiary of Dabur India Ltd, Radhika Ghai, founder and CEO at kindlife told ETRetail.

By powering NewU's established offline retail presence of 100+ stores pan India, kindlife aims to extend its curated selection of Korean and Japanese beauty brands to a broader audience.

"Currently, NewU runs 156 stores spread across 36 cities and to begin with, we will be available at the 20 stores of the brand. Most of these stores are in tier I and metro cities," she said.

"At present, we are only launching the around 25 most popular brands at NewU and going ahead, we will be rotating the brands at the store and will also be indulging in some exclusive launches of brands in India with NewU," she further added.

Currently, the e-commerce marketplace has 800 brands listed on its website and out of these 100 are international brands.

"We already work exclusively with about 25 Korean brands and 3 Japanese brands," she stated.

"Going ahead, we are planning to launch 2 more Japanese brands, and we are working to get some more brands from Europe, UK and the US," she further added.

Currently, 40 per cent of the orders of the e-commerce marketplace comes from tier I and metro cities, and the remaining 60 per cent is contributed by tier II and beyond.

"At present our average order value stands at Rs 2,500," she said.

When asked about exploring the quick commerce space, she said, "We have no plans to go full blown on quick commerce, however, we are looking forward to list afew brands on the quick commerce."

"Apart from this, in larger towns and cities, we have a solid 3PL partnership and we do deliver within 12 to 24 hours and that's where we continue to be," she further added.

In the next quarter, the e-commerce marketplace is planning to launch its own offline store in Delhi and Hyderabad. These stores will offer immersive experiences like housing a Korean beauty salon and more.

"Our flagship store will be spanning across 2,500 sq.ft and the smaller format stores will spread across 600-1,000 sq.ft. By this CY end, we plan to open 5-6 stores," she asserted.

"Apart from this, we are also planning to launch private label brand and we are working with a celebrity for that. It will be manufactured in Korea," she urther added.

The brand, which closed the last fiscal with Rs 20 crore in revenue, is currently running on a GMV ARR of Rs 140 crore.

"Right now, at the bottom line, we are not profitable, but we expect to be profitable by this calendar year end," she said.

The e-commerce marketplace, which raised a total funding of $12 million over 3 rounds, is planning to raise Series B in the next quarter.