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Boosting B2B, Delhivery's Seamless Network Fuels SUGAR Cosmetics' Retail Expansion

Perfect Partnership, Delhivery’s Network Accelerates SUGAR Cosmetics' Expansion

24 May 2024

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Kunal Tyagi

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  • Delhivery and SUGAR Cosmetics have renewed their partnership to spearhead SUGAR's pan-India B2B logistics operations, leveraging Delhivery's extensive network and innovative logistics solutions.

  • Since its founding in 2015, SUGAR Cosmetics has become India's third-largest colour cosmetics brand, with over 45,000 retail touchpoints in 550+ cities, transitioning from a D2C e-commerce model to an omnichannel strategy.

  • Delhivery's comprehensive logistics services, including PTL and TL freight, automated sorters, and quick turn-around of tractor-trailers, ensure swift stock replenishment and enhanced product availability, supporting SUGAR Cosmetics' rapid growth and market presence.

In a strategic move that underscores the symbiotic relationship between logistics and retail, Delhivery, India’s largest fully integrated logistics services provider, announced a renewed partnership with SUGAR Cosmetics. The partnership aims to spearhead SUGAR Cosmetics’ pan-India B2B logistics operations. Delhivery has been a reliable partner for SUGAR Cosmetics’ direct-to-consumer (D2C) express parcel shipping for many years, facilitating the brand's significant online sales and distribution channels. This collaboration highlights the essential role logistics plays in the fast-paced world of beauty and cosmetics retail.


Founded in 2015 by Vineeta Singh and Kaushik Mukherjee, SUGAR Cosmetics has quickly ascended the ranks to become India’s third-largest colour cosmetics brand. Initially launched as a D2C e-commerce brand, SUGAR Cosmetics has transitioned to an omnichannel model, which includes a substantial B2B shipment strategy. This evolution has enabled the brand to establish over 45,000 retail touchpoints in more than 550 cities across India, amplifying its reach and accessibility to consumers nationwide.


Delhivery’s innovative logistics solutions have been instrumental in supporting SUGAR Cosmetics’ growth. "Our unique mesh network design, integrated linehaul for both B2B and B2C, automated sorters, and quick turn-around of tractor trailers give us a significant competitive advantage," stated Varun Bakshi, Head of Delhivery’s Express Part Truckload (PTL) business. These capabilities are particularly beneficial for brands with an omnichannel strategy like SUGAR Cosmetics, ensuring swift stock replenishment and enhancing the availability of products across their extensive retail network.

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Financially, Delhivery has shown resilience and growth, narrowing its net loss in the March quarter to ₹68.4 crore from ₹158.6 crore in the same period the previous year. The company's revenue for the quarter increased by 12% to ₹2,075 crore. Despite extending losses due to depreciation, these figures reflect Delhivery’s robust operational framework and its ability to adapt to market demands. The company’s extensive network, covering over 18,600 pin codes, and a broad spectrum of logistics services, position it as a leader in the industry.


Delhivery's comprehensive logistics services extend beyond express parcel transportation to include part truckload (PTL) and truckload (TL) freight, cross-border shipping, supply chain management, and technology solutions. Since its inception, Delhivery has completed over 2.7 billion shipments, serving more than 30,000 customers, including large and small e-commerce companies, SMEs, and various other enterprises. This extensive experience and expansive reach make Delhivery a preferred partner for growing brands like SUGAR Cosmetics.


Commenting on the partnership, Amartya Guha, Vice President of Supply Chain at SUGAR Cosmetics, emphasized the brand’s rapid growth and the need for a logistics partner that understands the demands of the digital native generation. Delhivery’s extensive networks, technology-driven solutions, and express PTL services are set to ensure faster delivery of B2B consignments, enabling SUGAR Cosmetics to better serve its retail partners. This partnership marks a significant step in SUGAR Cosmetics’ expansion strategy, leveraging Delhivery’s capabilities to enhance its market presence and operational efficiency.

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