Bla Bli Blu Turns EBITDA-Positive

Introduction 

Bla Bli Blu, an Indian fragrance startup, successfully achieved an annualised revenue run rate of ₹250 crore as per ETRetail. In one year, the company turns EBITDA-positive. As per the report on 14 October 2026, the milestone marked a rise of ₹100 crore in annualized revenue from six months ago. The company has seen growth in its flagship fragrance, Old Money, and distribution across quick-commerce platforms, offline retail, and different e-commerce marketplaces. 

What Happened?

Bla Bli Blu, a Gurugram-based startup, touched a ₹250 crore annualised revenue run rate while getting positive earnings before taxes, interest, depreciation, and amortisation (EBITDA). With its launch in July 2025 the company expanded its presence in quick-commerce distribution, online sales, and offline retail partnerships. 

The annualised revenue run rate rose from ₹100 crore to ₹250 crore in six months. However, this annualised estimate is on the basis of revenue performance only. Company Bla Bli Blu was founded by Rajat Khullar, Durgesh Agarwal, and Kushal Aggarwal and entered India’s fragrance marketplace by positioning its products between expensive international fragrance labels and mass-market perfumes. The strategy is entirely focused on providing premium-inspired fragrances at affordable prices.

The major sales come from the company’s flagship, Old Money. As per the reports, almost 4000-5000 bottles are sold daily. On Blinkit, Bla Bli Blu is amongst the leading sellers. The brand also has a strong brand position on Amazon. 

Bla Bli Blu uses Blinkit, Flipkart, Zepto, Meesho, and Myntra to sell its products. The multichannel approach helps the brand reach consumers via quick commerce and conventional e-commerce, where customers buy products for faster delivery. 

There is a ₹399 trial pack by a startup that’s redeemed against a full-sized 100 ml bottle. The initiative aims to encourage first-time purchases by decreasing the initial cost of trying a fragrance. The company also reported that the repeat purchase rates have increased from 25% to 35% by the third month. 

Key Highlights

Company: Bla Bli Blu

Category: Fragrances and personal care

Launch: July 2025

Annualised revenue run rate: ₹250 crore

Previous run rate: ₹100 crore, reported six months earlier

Profitability milestone: EBITDA-positive

Flagship product: Old Money fragrance

Sales channels: E-commerce marketplaces, quick commerce and offline retail

Founders: Rajat Khullar, Durgesh Agarwal and Kushal Aggarwal

Bla Bli Blu’s Turns EBITDA-Positive: Key Lessons for D2C Brands

1. Quick Commerce Helps in Distribution Expansion

Platforms such as Zepto and Blinkit have helped fragrance brands reach more customers. Beauty D2C brands can successfully combine quick commerce, e-commerce, and offline retail to improve accessibility. 

2. Trial Packs Help Increase  First-Time Purchases

Bla Bli Blu’s ₹399 trial pack gives customers a chance to try fragrances before purchasing full-sized products. Other beauty D2C brands can also opt for sampling strategies to get new customers. 

3. Repeat Purchase Results into Customer Retention

The purchase rate of Bla Bli Blu has risen by 35% by the third month. Brands can track repeat orders along with the margins, acquisition costs, and order values for sustainable growth.

About Bla Bli Blu

Bla Bli Blu is a Gurugram-based fragrance startup founded in July 2025 by Rajat Khullar, Kushal Aggarwal, and Durgesh Agarwal. The company prioritises premium fragrances at an accessible rate. The products are available on sale through quick commerce platforms, e-commerce marketplaces, and offline retail partners. 

What Happens Next?

Bla Bli Blu has expanded its offline presence via kiosks and retail chains, alongside modern trade outlets. The company has different plans for exploring partnerships with D-Mart and Reliance before 2026 ends.

Also, the company has plans for international expansion as well. The startup has achieved ₹1 crore in US sales from platforms such as Amazon and TikTok. The company has plans to expand the gifting category as well. To check premium fragrances, explore NineE’s beauty & personal care category.

Sources

1. ETRetail – Bla Bli Blu turns EBITDA-positive, hits ₹250 crore annualised revenue run rate — 14 October 2026.
2. Indian Retailer – Bla Bli Blu reaches ₹250 crore revenue run rate — 14 October 2026.
3. Images Business of Fashion – Bla Bli Blu achieves ₹250 crore annual run rate — 14 October 2026