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There is a vast market in India for almost everything. However, if you look closely, you'll notice that there is a lot of noise, which makes it difficult for brands to take a stand. Rare are the brands that have successfully used market research and execution to create an empire. From recent e-commerce news Samit Vartak founding partner & CIO, Sage One Investment Advisor LLP, said, "In new age companies like Nykaa it is very difficult to predict how they will evolve because