The Claim
Multiple outlets reported that Kriti Sanon’s skincare brand Hyphen crossed ₹400 crore in “revenue” within two years. Headlines from Hindustan Times, Economic Times, and Fortune India amplified the milestone.
The Reality
Not all ₹400 crore claims are created equal. In Entrepreneur India and brand statements, the figure is clarified as Annual Recurring Revenue (ARR) a projection of yearly revenue based on recent short-term sales trends. ARR is common in startup PR, but it is not the same as actual, booked sales.
What Filings Suggest
According to critiques citing MCA data, Hyphen’s FY24 revenue was around ₹7–8 crore, making a jump to ₹400 crore in actual sales implausible. Even Hyphen’s majority owner, PEP Technologies (parent of mCaffeine), reported total revenues of around ₹200+ crore meaning the ₹400 crore figure likely stems from a growth projection, not audited earnings.
Ownership Context
Kriti Sanon is a co-founder but holds a minority stake (estimated 4–5%). The brand is primarily backed and operated by PEP Technologies, which means the larger corporate entity’s numbers often blur into Hyphen’s PR narrative.
Media Framing Gap
Some outlets used “ARR” in their coverage; others simply wrote “revenue” or “sales,” creating room for misinterpretation. This is a textbook case of how startup figures can sound bigger than they really are.
Why It Matters
Inflated or loosely framed revenue claims can:
Mislead consumers and small investors
Skew the competitive landscape in beauty/D2C markets
Damage startup credibility when the truth surfaces
The Takeaway
Hyphen’s ₹400 crore headline figure is ARR, not actual, audited revenue. For the real picture, always check MCA filings or official financial statements before believing extraordinary growth claims.
📌 Call to Action: Before you trust big business numbers whether for investing or just curiosity visit the MCA portal and verify filings yourself. Numbers tell the truth when you see them at the source.
