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Profile

DIPALI MATHUR DAYAL

CO-FOUNDER & CEO SUPER SMELLY

Private banker turned entrepreneur, Dipali Mathur Dayal is the Founder and CEO of the game-changer brand, Super Smelly. Super Smelly is India’s first and only brand of personal care products for Generation Z, that are zero-toxin, made with natural ingredients, gentle yet effective, and dermatologically tested for safety. In her current capacity, Dipali is the wind behind product vision, investor management, brand management, strategy, and direction for the company. For this, she has been recognised as BusinessWorld’s choice for ‘40 Under 40’.

Dipali launched Super Smelly with her partner, Milan Sharma in 2018. Since then, the brand has taken huge strides. Besides an ever expanding product range, Super Smelly has bagged several awards, including one of the Top 10 Retail Start Ups of 2020-21 by Silicon India, Product of the Year and Organic Beauty Awards in Australia.

Super Smelly is close to Dipali’s heart because she conceived the idea, as a mother to a growing daughter. The glaring lack of options for natural, toxin-free and safe personal care products in the country, for the age group between the two bookends (babies and adults), galvanised her to carefully architect a brand, exclusively for teens, tweens and young adults.

Considering that Gen Z constitutes 40% of India’s population at present, Dipali envisions Super Smelly to establish itself as the market leader in personal care products for young skin and hair care.

Apart from her entrepreneurial commitments, Dipali loves to spend time with her family, read, travel, and is also a fitness enthusiast.

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