Fragrance startup Bla Bli Blu has turned EBITDA-positive around a year after its launch in July 2025, while achieving an annualised revenue run-rate of Rs 250 crore. The company’s run-rate has increased from Rs 100 crore reported six months ago, according to the company.
The startup attributes its growth to a mix of e-commerce and quick-commerce channels. Its flagship fragrance, Old Money, sells around 4,000–5,000 bottles daily and ranks among the leading sellers in its category on Blinkit and second on Amazon, the company said. It is also expanding sales through Zepto, Flipkart, Myntra and Meesho.
Founded by Rajat Khullar, Durgesh Agarwal and Kushal Aggarwal, Bla Bli Blu launched with a focus on premium fragrances positioned between mass-market perfumes and higher-priced international labels. The company offers a Rs 399 trial pack that can be redeemed against a full-sized 100 ml bottle. It said its repeat purchase rate increased from 25 per cent to more than 35 per cent by the third month.
The company is also expanding its offline distribution through retail and kiosk chains, as well as modern trade partners including Walmart and Nykaa. It expects to enter partnerships with Reliance and D-Mart before the end of 2026. Gifting is another category it plans to develop as it broadens its sales channels.
Bla Bli Blu has also begun building its international business, generating around Rs 1 crore in the US, primarily through TikTok and Amazon. The company plans to expand into additional overseas markets, including the UK, as it grows its presence beyond India.
