A Detailed, Easy-to-Understand Review of a ₹408 Cr Clean Beauty Brand
Pilgrim India is one of those brands that quietly became huge and then suddenly felt like it was everywhere.
Founded in 2019, Pilgrim entered the Indian beauty market at a time when most products were either:
- expensive International brands, or
- Local brands that didn’t focus much on ingredient quality
Pilgrim tried to solve both problems at once.
By FY25, the brand reached ₹408 crore in annual revenue, growing more than 100% year-on-year, and now serves over 4 million customers across India. It sells more than 250 vegan and toxin-free products, mostly through online channels, but is quickly expanding offline too.
This review explains:
- Who built Pilgrim and why
- How the brand scaled so fast
- What Pilgrim actually sells
- And a detailed look at one of its simplest but most practical products—the Pilgrim Jute Bag
The People Behind Pilgrim
Pilgrim was founded by Anurag Kedia and Gagandeep Makker, both alumni of IIT Bombay.
Anurag Kedia (CEO)
Anurag has spent over 20 years in the beauty and wellness industry. Before Pilgrim, he co-founded Four Fountains Spa, giving him hands-on experience with consumer expectations, product quality, and brand trust. He also holds an MBA from IIM Ahmedabad.
Through his experience, he noticed a clear gap in India:
- People wanted clean, ingredient-focused skincare
- But most high-quality products were either imported or overpriced
Gagandeep Makker (Co-founder)
Gagandeep brings the data and tech side to the business. His background helped Pilgrim scale digitally, especially in performance marketing, e-commerce optimisation, and demand forecasting.
Together, they built Pilgrim as a digital-first beauty brand, focused on transparency and results.
How Pilgrim Grew So Fast?
Pilgrim launched its website in May 2020, right in the middle of the COVID lockdown. While many brands slowed down, Pilgrim benefited from:
- Increased online shopping
- Rising interest in skincare and self-care
- Strong social media and influencer marketing
That kind of growth is rare, especially in consumer brands.
Today, Pilgrim:
- Processes 1+ million orders per month
- Is available in 500+ offline stores
- Is one of Amazon India’s top beauty brands, with over 26,000 reviews and an average rating of 4.0 stars
Funding and Business Strategy
Pilgrim has raised $40 million+ in funding, including a ₹200 crore Series B round in 2025, led by Fireside Ventures and Vertex.
This funding is being used for:
- Heavy marketing (about 48% of total expenses)
- Quick-commerce partnerships like Zepto
- Offline retail expansion
- New product launches
While the brand reported a ₹69 crore loss in FY25, this is typical for fast-scaling D2C brands focused on long-term growth rather than short-term profit.
The goal is clear: ₹1,000 crore ARR by 2026.
What Does Pilgrim Sell?
Pilgrim’s product mix is heavily skewed toward skincare, which is also where the brand is strongest.
Skincare (About 70% of Revenue)
Pilgrim uses globally popular ingredients, often seen in Korean or Western skincare, but prices them for Indian consumers.
Popular products include:
- Vitamin C Serum (₹645): Brightening and antioxidant support
- Niacinamide Sunscreen SPF 50 (₹495): Oil control + sun protection
- 25% AHA/BHA/PHA Peel (₹645): Chemical exfoliation for smoother skin
Haircare (About 20%)
- Silk Pro Classic Shampoo (₹2,500): Premium positioning, salon-style results
Makeup & Fragrance
- Spanish Lip Crayons (₹795): Creamy, high-pigment formulas
- Zen Eau de Parfum (₹599): Minimal, everyday fragrance
Accessories (Smaller but Growing Category)
- Jute bags
- Makeup pouches
- Travel organizers
- Gift kits and free minis
Accessories help Pilgrim increase order value while reinforcing its eco-friendly branding.
Deep Dive: Pilgrim Jute Bag (₹599)
At first glance, the Pilgrim Jute Bag looks simple. But it’s designed to be practical, reusable, and aligned with the brand’s sustainability goals.
Material and Quality
- Made from 100% natural jute fibre
- Jute comes from the Corchorus plant
- Strong, coarse texture with high tensile strength
- Fully biodegradable and compostable
Unlike synthetic bags, jute:
- Allows air flow (prevents moisture buildup)
- Doesn’t trap odours
- Performs better in humid Indian weather
Size, Weight, and Capacity
- Dimensions: ~35 × 40 cm (standard tote size)
- Weight: ~300 grams when empty
- Handles: Reinforced and double-stitched for durability
In real-world use, the bag can easily carry:
- 8–10 skincare products
- A shampoo, hair mask, and pouch
Popular combos include:
- Skincare + makeup pouch for daily routines
- Travel kit with minis and organisers
- Gift sets with free samples
Price and Value for Money
At ₹599, the bag sits in the mid-range.
Compared to:
- Unbranded jute bags (₹200–300)
- Premium branded totes (₹800–900)
This makes it reasonably priced for a branded, durable, eco-friendly product.
Pros and Cons
Pros
- Durable and long-lasting (2+ years with normal use)
- Eco-friendly and biodegradable
- Breathable and odour-resistant
- Works for skincare, travel, and shopping
Cons
- Not waterproof
- No internal compartments or zipper
Both issues can be solved with liners or pouches.
Final Verdict
The Pilgrim Jute Bag is not meant to be a fashion statement. It’s a functional, sustainable add-on that fits naturally into Pilgrim’s clean beauty philosophy.
For regular users of the brand, it makes daily routines easier while reducing plastic waste.
Overall Rating: 4.6 / 5
A simple product that does exactly what it promises—and does it well.
Explore and shop Pilgrim products on our website — Shop Now!
