How this startup from Indore became the third-largest online trimmer brand in India

Hello, awesome marketers and founders.
This is Luv, and here’s your weekly Marketing Shot :)

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I was scrolling through LinkedIn when I came across a post by Varun Gupta, Category Head at Bombay Shaving Company.

He was talking about a trimmer brand that had suddenly become one of the best-selling in India.

The brand name?

“OnePlus”

Naturally, my marketer brain lit up.
I knew OnePlus made fantastic phones. I didn’t know they made trimmers.

Except… they didn’t.

That’s when the story took a turn I wasn’t expecting.

The trimmer that looked like OnePlus, but wasn’t.

The trimmer that has been selling out on Flipkart wasn’t made by OnePlus at all.
It wasn’t even remotely connected to the company.

Instead, an Indore-based company quietly built a multi-crore business using a brand name that looked familiar enough to grab attention, yet legally different enough to remain untouchable.

Here’s what happened.

The real OnePlus never trademarked its name in the trimmer category.

One company spotted this gap… and used it brilliantly.

They registered the brand name “One Plus” (with a space), a small but legally significant difference.

With that move, Kiratech Innovations from Indore launched their own trimmers under the “One Plus” name.

And Indian customers, seeing a familiar-looking name, happily clicked “Buy Now”.

According to Varun’s post, this “One Plus” trimmer brand wasn’t just doing well… it was dominating.

• It became the third-largest online trimmer brand in India

• Entered the top 10 trimmer brands overall

• Captured an estimated 3–4% market share

To put it simply:

One out of every 25 trimmers sold in India was this One Plus trimmer.

For a completely unrelated brand, this was unheard of.

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That's a wrap for today! Stay tuned for the next edition.

Thanks,
Luv