Mumbai based on-demand beauty service, Enrich Salon has acquired Belita backed by India Quotient for an undisclosed amount.

With this acquisition, Belita will be merged with Enrich Salon, providing services under Enrich. It will become Enrich’s home salon brand delivering quality experience to customers.

Belita was founded in September 2011 by Akshay Jain and Garima Jain. It delivers spa & beauty services to women at their doorstep. Its platform includes beauticians and they are provided with training along with the quality of products, allowing them to serve customers better.

It raised around $377k as angel funding from Supreet Singh and India Quotient in August 2015.

Currently Enrich Salon is operational in Bengaluru, Mumbai, Pune and Ahmedabad.

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Belita is in direct competition with Naturals@Home, Stayglas, BigStylist, Bulbul, Makeoverz and others. Vyomo an online beauty and wellness platform raised $15 million from Naturals selling and later was rebranded to Naturals@Home.

Amber Wellness a Mumbai based on demand beauty startup shut down its operations because their team realized that on-demand business are out of fashion. It had raised around $1 million from undisclosed investors.

By 2017 it is estimated that Beauty and wellness industry in India will be $13 Billion. In 2014 it was $25.5 Billion within the MENA region according tho Euromonitor International a Global market intelligence firm.

Among the on-demand service space, beauty startups has risen above a dozen. Many of them stop operating due to immense competition and funding crunch. Beauty is said to be among the challenging service and capital intensive.

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