They had huge stock with an approaching expiry date for their cosmetics. To prevent dead stock they decided as a Hail Mary attempt to run a flash sale at Rs 1 each (0.01 USD), to their surprise they did not just sell out their stock but also started getting repeat orders at higher prices.
What a masterstroke, they inadvertently used pricing power to market their products and acquire a huge audience. The brand is earmarked to make almost 5 million USD in revenue this year.
Kudos to Dheeraj Bansal & Rahul Sachdeva, we're big fans.