Dipali Mathur - Co-Founder & CEO, Super Smelly

Dipali Mathur

Co-Founder & CEO, Super Smelly

More about Dipali Mathur

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.

Signing up on our website is completely free! If you encounter any issues with profile or notice something unusual, please don't hesitate to report it to us. We're here to help ensure a smooth and secure experience.
Featured speaker at previous eChai events:
Startup Growth Panel: DTC (Direct-To-Consumer) Brands ft. Super Smelly, Pilgrim
Founders and startup folks who joined past eChai startup events

The eChai Effect - In Their Words

“eChai has been that turning point in my journey. It gave me a platform when I wasn’t looking for visibility but needed direction. Over the years, it became more than just a network. It became my tribe; a place where conversations sparked collaborations, and strangers became trusted sounding boards. What I value most is how effortlessly eChai brings people together - no airs, no filters, just genuine people with shared dreams. I owe a lot to this community and to Jatin, whose consistency and belief in people have shaped journeys like mine. Forever grateful to be part of something so real.”
Rushabh Shah - Managing Partner - STIR Advisors
Rushabh Shah
Managing Partner - STIR Advisors
"I attended my first eChai event 3 yrs back, and no one knew me in the market. Over the next three years, eChai didn’t only help me with knowledge or networking, but it gave me an identity from being unknown to now being recognized by a group of inspirational entrepreneurs connected with eChai, who have been gracious enough to acknowledge me and Digipple."
Viraj Rajani - Co-Founder, Digipple
Viraj Rajani
Co-Founder, Digipple
"The eChai platform has been super valuable for me - it has helped me gain a deeper understanding of domains in the startup and tech ecosystem. What stands out most is the celebration of knowledge, professional growth, and entrepreneurship - it’s one of the best for the Indian ecosystem. Along the way, I’ve also been fortunate to make some great friendships and connections too."
Shalin (Shawn) Parikh - Founder, MyCPE One
Shalin (Shawn) Parikh
Founder, MyCPE One

eChai Partner Brands

eChai Ventures partners with select brands as their growth partner - working together to explore new ideas, open doors, and build momentum across the startup ecosystem.