For years, people with curly, coily and wavy hair sat on the fringes of India’s mainstream haircare market. That is not surprising because most homegrown companies develop general haircare ranges for sleek, straight tresses and leave textured hair to be managed with imported solutions, expensive niche brands, or improvised routines. The market is evolving, and is estimated to grow from $4.1 Bn in 2026 to $5.2 Bn by 2031, reflecting a clear shift to specialised, science-backed formulations. Nevertheless, the once-perm-crazy culture remained underserved, and curl-care ranges designed for Western climates struggled in India’s high humidity and hard water. Frizz, dryness and heavy build-up became common complaints. What remained missing was an affordable, homegrown brand that understood Indian hair textures and how they behave day to day. Fix My Curls was launched in 2019, after founder Anshita Mehrotra grew frustrated with these shortfalls (she has textured hair). Instead of standalone products, the brand built complete routines for cleansing, conditioning and styling. These replaced fragmented, trial-and-error regimens with beginner-friendly systems rooted in formulation science. Over time, the brand has helped users embrace natural textures and embrace their natural texture, rather than trying to suppress it. Science-Backed Formulations For Indian Conditions Fix My… Read MoreInc42 Media
