Hyderabad's startup landscape not only mir­rors a thriving entrepreneurial spirit but also demonstrates a commendable rise in women-led startups, contributing to the city's dynamic business ecosystem. In recent years, there has been a noticeable surge in women entre­preneurs breaking barriers and making significant strides in various industries. One such entrepreneur is Samhitha Inturi.

Embodying resilience, Samhitha launched 3AM during the pandemic in 2021 with three products, and within two years, the brand has expanded its portfolio to eleven products, marking an impressive milestone. Samhitha's belief in challenging limits and taking risks has been pivotal to 3AM's growth. She envisions incorporating advanced technology into skincare, in­troducing innovations not seen before in the Indian skincare industry.

Engaging in an idiosyncratic interaction with Women Entrepreneur magazine, Samhitha shares the imperious details of her journey as one of the influ­encing entrepreneurs in the country. Let’s hear it from her.

What led you to establish 3AM India? Tell us about the underlying idea behind the venture and its key areas of expertise.

My journey in the skincare industry is deeply person­al, born out of my own struggles with acne-prone skin. The relentless quest for solutions led me to realize that not everyone can afford the luxury of time, extensive effort, and a hefty budget for skincare. This realization fueled my decision to create a skincare brand that is clean, simple, and tailored to address the specific skin­care concerns of the Indian populace.

3AM was conceived as a brand that values sim­plicity, effectiveness, and affordability. It's a custom­er-centric approach where we understand and respond to what the customers truly need. At 3AM, we aim to simplify your skincare routine and make it a journey that not only nurtures your skin but also brings joy to your daily life.

What has your experience been like establishing a startup within the ecosystem of Hyderabad?

As an entrepreneur, there's a mantra that has become my guiding light- never give up, just keep going. This philosophy has been my steadfast companion, a be­lief that no one will champion your cause as fervently as you will. The invaluable lesson I've learned along the way is the power of consistency. I view obstacles not as insurmountable problems but as opportunities to navigate and innovate.

The startup ecosystem in Hyderabad has provided an encouraging backdrop, witnessing the thriving of ventures. What started as a startup is now transform­ing into a successful business, and I attribute this journey to the relentless consistency that has pro­pelled 3AM to its current position.

How do you perceive the distinctive factors that set 3AM apart in the crowded beauty space?

At 3AM, we're on a mission to revolutionize skincare by addressing concerns that transcend surface-level issues, delving into the core of everyday skin main­tenance. From battling acne to tackling dryness and dullness, our products are designed to offer holistic solutions. In a market saturated with indigenous brands and elaborate routines, we firmly believe in the ethos of 'less is more', Take, for instance, our multifunctional product—a face mist, makeup setting spray, and after-shave that not only simplifies rou­tines but also targets concerns while providing an instant glow.

Clean beauty, for us, extends beyond ingredients; it's about sourcing responsibly, avoiding harsh chem­icals, and dismantling beauty standards. With over 50,000 recurring customers and a dedicated creator community, we've cultivated a family that goes be­yond skincare.

How do you foresee the Indian skincare and cosmetic product industry evolving in the near future? How do you align 3AM India with the evolving industry trends?

I am incredibly excited about the promising future that lies ahead for the Indian skincare cosmetics in­dustry. We find ourselves amidst a remarkable surge of homegrown brands, and I am confident that this competition will only intensify.

In such a dynamic landscape, setting ourselves apart demands creativity and a keen understanding of the evolving market. Today's customers are excep­tionally aware, armed with extensive product knowl­edge obtained through thorough research. From sus­tainability to veganism and personalization, every aspect of a product matters. At 3AM, we have invested significantly in essential market research, taking the time to comprehend customer preferences and valu­ing their invaluable feedback.

What has been your success mantra as an entrepreneur?

In the journey of building a startup, I've come to rec­ognize the unwavering importance of values such as integrity, patience, and resilience. A quote by Mr. Aman Gupta, the CEO of Boat, has been a guiding light during challenging times: 'You can be down but not

out'. This mantra reinforces my belief that great lead­ers are not born but made through experiences. The journey might have its downs, but being out is not an option when determination and resilience are at the core of one’s approach.

A business leader you admire- Aman Gupta, the visionary behind Boat, is an admirable figure, hav­ing transitioned from a startup to a stalwart in the industry, embodying the resilient spirit of 'you can be down but not out'.

Advice for aspiring women entrepreneurs and business leaders- In the entrepreneurial realm, suc­cess knows no gender, so my advice to women is to drop the label of 'woman entrepreneur' and sim­ply be recognized as accomplished entrepreneurs, where one's achievements speak louder than gender distinctions.

Samhitha Inturi, Founder, 3AM India

Samhitha Inturi, a dynamic entrepreneur and visionary, holds a Bachelor's Degree in Economics & Entrepreneurship from Purdue University in Indiana, United States. Her academic journey, complemented by production programs at the New York Film Academy, showcases her diverse skill set. Despite her varied educational background, Samhitha's unwavering passion for the skincare industry, driven by her personal skin concerns, led her to found 3AM.