New Delhi: Marking a significant landmark in its business journey, Gurugram-based fragrance start-up Bla Bli Blu has turned EBITDA-positive. Achieved barely a year after the company’s July 2025 launch, the latest milestone also marks a major upturn in its already-impressive growth trajectory; the company has achieved an annual run rate of ₹250 crore, up from the ₹100 crore it reported just six months ago.
A key pillar of Bla Bli Blu’s success has been its founding team of Rajat Khullar, Durgesh Agarwal, and Kushal Aggarwal. With successful tenures with top beauty, fragrance, and consumer businesses in leadership positions under their belt, the trio launched Bla Bli Blu to address a glaring gap in India’s fragrance market: shoppers’ options were limited to buying indistinguishable mass-market perfumes or paying a steep premium for international labels. Their quest for better consumer experience has manifested in Bla Bli Blu’s extensive, growing range of premium perfumes built around personalities and moods.
Speaking on the profitability milestone, Rajat Khullar, Founder – Bla Bli Blu, said, “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.”
The route to profit was also driven by quick-commerce channels complementing the more traditional e-commerce sales. “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,” added Kushal Agarwal, Founder – Bla Bli Blu. “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.”
Bla Bli Blu’s unique go-to-market strategy has further consolidated its strong market presence with differentiated consumer experiences. The brand offers first-time buyers the opportunity to purchase a ₹399 trial pack, redeemable 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, Founder – Bla Bli Blu 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.”
“Our individual fragrances now outnumber searches for the Bla Bli Blu name itself,” Rajat Khullar added. “We take it as validation that our products are building market recognition and consumer recall ahead of the label.”
To sustain growth and capture greater market share, Bla Bli Blu is also building its offline business. The company already has tie-ups with offline retail chains and kiosk chains, as well as modern trade partners such as Walmart and Nykaa. It expects partnerships with Reliance and D-Mart to follow before the year ends. Gifting is another major opportunity Bla Bli Blu expects to tap into for accelerated business growth in the near term.
International market expansion and consolidation also remain on the horizon for the brand. Bla Bli Blu’s US business has already earned around ₹1 crore, largely through TikTok and Amazon. The company plans to expand to other international markets, such as the UK, soon.
About Bla Bli Blu:
Founded in 2025, Bla Bli Blu is an Indian fragrance and lifestyle brand headquartered in Gurugram, Haryana. Built on the belief that fragrance is an expression of personality, mood, and identity, the brand combines quality ingredients, distinctive scent profiles, and thoughtful design to make premium fragrance experiences more accessible to a new generation of consumers. With a focus on self-expression, contemporary culture, and social-first storytelling, Bla Bli Blu is expanding its omnichannel presence in India and international markets, with the vision of building an Indian fragrance and lifestyle brand with a global identity.
