‘Ek chhota Sapna.... Bohot Saari Mehnat,’ Boat’s Aman Gupta Hails HUL-Minimalist Deal

Hindustan Unilever Limited (HUL) has acquired a 90.5% stake in Jaipur-based beauty brand Minimalist for ₹2,955 crore, marking the largest all-cash acquisition in India’s direct-to-consumer (D2C) space.

While this is a defining moment for Minimalist, Aman Gupta, Co-Founder and CMO of Boat Lifestyle, took to social media to highlight its broader significance for the Indian D2C ecosystem.

"A Big, Big Win for D2C," Says Aman Gupta
Gupta expressed his enthusiasm on X (formerly Twitter), calling the acquisition a massive win for the industry. His post read:
“HUL's acquisition of a 90% stake in Minimalist for ₹2,955 crore is a BIG BIG WIN for the entire Indian D2C ecosystem!
10x return to investors

Largest all-cash D2C acquisition
Founders held 60% stake will make more than ₹1,000 crore
Built NOT from Delhi, Mumbai or Bangalore but JAIPUR...”
He reflected on the journey of D2C brands in India, which many skeptics once doubted could scale up. Gupta remarked, "Deals like this? This is where years of effort and commitment change the country’s future.”

Disruptive Ideas from Non-Metro Cities
Gupta also emphasized the importance of Minimalist’s origins in Jaipur, showcasing how innovation can thrive beyond traditional startup hubs like Delhi, Mumbai, or Bangalore. He applauded the brand’s founders for their vision and hard work, which turned a “chhota sa sapna (small dream)” into the largest exit in the D2C segment.

A Landmark Moment for Indian D2C
Minimalist’s founders will continue leading the brand under HUL’s ownership. With a valuation of ₹2,955 crore, this acquisition has delivered a tenfold return to investors while setting a benchmark for the Indian D2C ecosystem. Gupta’s post highlighted the ripple effect this deal will have, inspiring other brands to aim higher.
As Gupta concluded, "D2C brands are no longer ‘just’ challengers. They are revolutionizing industries and shaping the country’s future."