Rajshree Upadhyaya |Business Remedies | Yes Madam was founded in 2016 in Noida by brothers Mayank Arya and Aditya Arya with a clear intent to simplify how Indians access beauty and grooming services. The idea emerged from a common frustration with traditional salons unpredictable pricing, long waiting times and inconsistent service quality. The founders believed that if food groceries and cabs could reach homes through technology, then professional beauty services could too. Akanksha Vishnoi later joined the founding leadership team and played a significant role in shaping the brand’s customer centric approach and operational discipline as the company scaled.
From its earliest days, Yes Madam positioned itself not as a discount marketplace but as a reliability driven platform focused on convenience transparency and professional standards. The company built a technology backbone that allowed customers to book vetted professionals at home at a time of their choice while maintaining clear separation between service costs and product usage. This approach helped the brand stand out in a crowded market and build early trust among urban consumers who were looking for consistency rather than one time deals.
As the platform evolved, Yes Madam expanded its catalogue to cover a wide range of beauty and wellness services. Customers could book haircare services, facials, waxing, manicure, pedicure, spa treatments, massage services, and makeup services at home without compromising on hygiene or professionalism. One of the distinctive elements of the brand was the flexibility it offered customers to choose whether they wanted services using their own products or those brought by the professional which resonated strongly with quality conscious users.
Operational execution became a key focus as demand grew. Starting with Delhi NCR the company gradually expanded into major metropolitan, markets such as Mumbai, Bengaluru Hyderabad and Pune and later into tier two cities. By the time it entered the national spotlight, Yes Madam had built presence across more than fifty Indian cities supported by a large network of trained service professionals. Its technology platform helped manage bookings partner availability and customer feedback which contributed to strong repeat usage and brand recall.
A defining moment in the brand’s journey came with its appearance on Shark Tank India Season 3. The founders pitched Yes Madam as a scalable home salon platform with strong unit economics and nationwide ambition. After negotiations, the company secured an investment of Rs. 1.5 crore from four sharks Aman Gupta, Vineeta Singh, Peyush Bansal and Ritesh Agarwal in exchange for 2 percent equity along with a royalty structure until the investment amount was recovered. The episode significantly boosted brand visibility and turned Yes Madam into a widely recognised consumer brand almost overnight.
Following its Shark Tank appearance, Yes Madam entered a phase of accelerated growth. The surge in visibility translated into higher user acquisition and stronger engagement, prompting the company to sharpen its focus on service quality, supply side management and city wise expansion. Alongside its digital momentum, the leadership also began exploring an omnichannel strategy including offline experience centres to strengthen customer trust and widen reach.
The company also made strategic moves aimed at improving sustainability within its ecosystem. Efforts to lower commission rates and redesign partner economics reflected a broader attempt to balance growth with long-term viability for service professionals. These initiatives became part of Yes Madam’s evolving narrative as it sought to position itself not just as a booking platform but as an enabler of livelihoods in the beauty services space.
Nearly a decade after its founding, the story of Yes Madam stands as an example of how a familiar daily inconvenience can be transformed into a scalable consumer brand. Anchored in technology driven convenience and shaped by high visibility, moments like Shark Tank India the journey of Yes Madam reflects the ambitions, challenges and constant reinvention that define modern Indian startups in the consumer services sector.
