Business Model

Deep Dive
 Context
Mensa, founded in 2021 with Anantha
Narayanan, became an Indian unicorn by
raising $135 million within six months. It
focuses on a "house of brands" strategy,
merging local and international fashion,
beauty, and personal care businesses to create
digital-first global brands.
By carefully selecting and funding the
appropriate entrepreneurs, the Bengaluru-
based company has developed global digital-
first brands.
Mensa leverages its expertise in supply chain,
inventory management, e-commerce, IT,
advertising, and marketing to boost D2C sales
and establish global brands.
Businesses' D2C sales are boosted by it, and
their global brands are created.
 Taking Inspiration
From Thrasio
Founded in 2018 by Joshua Silberstein and
Carlos Cashman, Thrasio collaborates with
Amazon vendors.
The corporation either purchases or merges
with the businesses. They typically work with
brands associated with everyday goods.
Following the acquisition, Thrasio improves the
supply chain management, product
development, marketing plans, and inventory
control of the acquired company.
Thrasio has generated approximately $500
million in revenue and $100 million in profit
with this business strategy in 2020. According
to a February 2021 Bloomberg story, the
company is valued at over $3 billion.
 How Mensa Is
Similar To Thrasio
The Thrasio business model served as a major
source of inspiration for Mensa Brands.
Like the Thrasio business model, Mensa finds
small businesses that prioritize digital
marketing, have trustworthy owners, and a
devoted clientele, and generate between $1
and $10 million in revenue annually.
After acquiring a few quickly expanding
businesses, it began enhancing its portfolios.
Subsequently, the business leveraged the IT
frameworks, inventory control, marketing
tactics, and industry expertise found in the
Thrasio business model to maximize the
expansion and advancement of the brands it
had purchased.
 How Mensa Is
Similar To Thrasio
Mensa Brands leverages its robust digital
marketing expertise, modeled after Thrasio, to
aid businesses in their growth journey. Through
compelling brand narratives, creative content,
and high-quality photography, they enhance
brand visibility.
Mensa acquires stakes in companies with the
aim of full acquisition within five years,
following Thrasio's strategy, providing an exit
for founders.
Their approach integrates digital marketing
and supply chain expansion to fortify acquired
businesses, preparing them for operation with
a more extensive and technologically advanced
team.
 Secret Sauce Of
Mensa
Mensa Brands, inspired by Thrasio, acquires
established companies in personal care, beauty,
and fashion using the "RxRxR" technique for
growth.
The company owns twelve brands with 30%
revenue from international markets.
Their strategy involves majority ownership
acquisition to fully control each company within
five years.
It helps manage and expand the brands’ offers on
official e-platforms and all major marketplaces,
while the company's founding team works with
the brands to run operations at a wider scale.
They place a strong emphasis on tech-led
product development, identifying goods that
potential consumers are interested in and
launching a new product line in response.
CAREER EDGE

CONSULTING FELLOWSHIP
Mentors from

2.5 or 6 months, 10 mentors, and 30+ hours of live

mentorship on Consulting careers, CV making
(including 1:1 edits), Guesstimates & Case
Interviews.

Rigorous interview practise through real-time

guesstimates solving & buddy teams for mock
cases.

Placement Assistance through access to employee

referrals by our consulting mentors. Job
opportunities from our hiring partners.

Live case project (& certificate) with a real life

client & business problem. CV templates &
interview preparation resources along with 1:1
Mentorship.

(Registration Link is in
SIGN UP the comments)