
272: Masterclass on building a D2C Business - By Blissclub Founder | Minu Margeret | Unstarted
Minu Margaret launched an apparel brand with a single product. One pair of black leggings. No colors, no range. Everyone in the industry told her she was crazy. She wasn’t the IIT or IIM archetype either. She was an accountant, with a twelve-year career across Goldman Sachs, Wipro, Unilever, AB InBev and PhonePe, before she started up around the age of 30. In this Diwali special episode of Unstarted, Minu sits down with Avneesh to talk about the story behind Bliss Club, the functional apparel brand she built from a finance-first, product-first playbook. They get into why apparel is one of the hardest businesses to build (returns, discounting, design risk) and how she designed the exact opposite. Why she launched with one hero product, the Ultimate Leggings, now on its 20th version. The obsession behind it, including deepening a side pocket by 5 millimetres so your phone wouldn’t peek out. How that one product now does over a crore a month, with returns under 10% against an industry norm of 30 to 40%. Why she built the entire fabric line (Cloudsoft, Aeroflex) bottoms-up for Indian climate and bodies. Why she chose to be a solo founder even though she’s married to Meesho founder Vidit Aatrey. And an honest conversation about building as a woman, the fundraising empathy gap, and why India needs far more women founders. Chapters 0:00 Intro: a Diwali special, and not the IIT archetype 1:15 Kerala roots, the Middle East, and a banker father 4:33 Can money buy happiness? Minu’s take 7:35 Connecting the dots backwards: was any of it planned? 9:59 The side hustles before BlissClub 12:25 The Excel of ideas: why apparel won 14:23 Why now and why me 17:16 Why apparel is such a brutal business 19:54 Launching with one SKU: a single black legging 21:19 Brand first or product first? 24:11 One SKU and raising venture capital 25:43 The consumer is smarter than you think 25:55 What that one legging does now 28:58 Growth, profitability, and the men’s extension 32:52 Word of mouth, D2C first, and the path to profit 34:46 Married to the Meesho founder: why not join him 39:24 Co-founder or solo? Why she went solo 43:16 Why startups are a 20-plus year commitment 52:50 Is it a level playing field? An honest answer Unstarted is a show for founders, by founders, about the minus one to zero. Brought to you by Z47, India’s oldest venture capital firm.













