ConsumerX Ventures Unveils ₹150 Crore Early-Stage Fund Backing India’s Next-Gen Consumer Brands

India’s leading community for D2C operators, founders, and startup leaders, announced the launch of ConsumerX Ventures, India’s first operator-led, early-stage fund focused exclusively on new-age and digitally native consumer brands. With a target corpus of ₹150 crore, ConsumerX Ventures has been created to support startup founders at the most formative stages of their journey, where access to structured institutional support remains limited.

Built on the foundation of D2C Insider’s extensive operator ecosystem, ConsumerX Ventures brings together capital, deep operating insight, and community-led support under a single institutional platform. The fund will focus on pre-seed and seed-stage consumer brands, backing founders early as they build product-market fit, brand differentiation, and scalable business models in a rapidly evolving consumption landscape shaped by Gen Z and Bharat consumers.

The launch of ConsumerX Ventures was announced at the D2C Insider Super Angels Annual Day in New Delhi, a gathering that witnessed participation from over 120+ founders, operators, and ecosystem leaders across India’s consumer and startup ecosystem. The event brought together leaders from brands such as Paytm, Xiaomi, Sirona Hygiene, Nykaa, Pee Safe, InsuranceDekho, Rage Coffee, Droom, ShopClues, Bacca Bucci, among others.

Mr. Abhishek Shah, Managing Partner, ConsumerX Ventures, said, "ConsumerX Ventures has been built to address a clear gap in the ecosystem, the lack of dedicated and institutional support for founders of consumer startups at the earliest stages. As part of the community, we understand the challenges of building in the zero to one phase. By launching ConsumerX Ventures, we are extending the D2C Insider community’s decade-long work with business leaders into a long term and structured platform designed to back the most promising consumer brands from day one."

Ms. Chhavi Bhardwaj, General Partner, ConsumerX Ventures, added, "India’s consumption story is being reshaped by Gen Z, Bharat, and digitally native behaviours. ConsumerX Ventures is focused on identifying and supporting founders who are building for these shifts. Our approach combines capital with deep operator insight and ecosystem access, enabling early conviction, closer founder alignment, and hands-on ecosystem support from day one to founders to build resilient, category-defining brands in a highly competitive market."

ConsumerX Ventures is anchored in an operator led investment approach, built by seasoned consumer operators who have scaled brands, invested in emerging companies, and worked closely with new age founders over the past decade. The fund will build a focused and concentrated portfolio of 20 to 25 early-stage consumer companies across categories, with an emphasis on strong founder market fit, differentiated positioning, and scalable growth potential. ConsumerX Ventures aims to maintain continued participation through Series A and reserve follow on capital for high performing portfolio companies.

ConsumerX Ventures draws from the strength of D2C Insider, one of India’s leading D2C operator ecosystems, with an engaged network of over 30,000 founders, operators, investors, and ecosystem partners. This network strengthens ConsumerX Ventures’ sourcing capabilities, diligence depth, and long-term founder support.

The Sweet Change Raises ₹70 Lakhs in Funding Led By IAN Angel Fund

IAN Angel Fund, the evergreen fund of IAN Group, has led a ₹70 lakhs early-stage funding round in The Sweet Change, India's cleanest natural sweetener brand, along with participation from Udaan Angel Partners.

The company plans to use the fresh capital to strengthen product development, expand its presence across e-commerce and quick-commerce platforms, grow brand awareness, and build a larger team as it scales operations across India.

Founded in 2024 by Manvi Agnihotri (Co-founder & CEO) and Sheen Hitashi (Co-founder & CBO), The Sweet Change was born out of a problem, observed at both a personal and professional level, that the co-founder Ms. Agnihotri witnessed closely during her years as a clinical nutritionist. Over the last 12 years, she has worked with more than 11,000+ patients dealing with diabetes, PCOS, insulin resistance, obesity, and lifestyle-related health conditions. One common challenge she repeatedly saw was the struggle to reduce sugar consumption without giving up taste.

The investment by IAN Angel Fund was driven by the growing demand for healthier food choices and the increasing awareness around metabolic health in India. The fund saw strong potential in the company’s clean-label positioning, differentiated product approach, and the founders’ deep understanding of consumer pain points.

The fund also viewed them as an emerging player in a category that is expected to see long-term growth as Indian consumers are increasingly moving towards preventive healthcare, fitness-focused lifestyles, and better nutritional choices. The company’s early customer adoption, repeat purchase trends, and capital-efficient growth further strengthened investor confidence.

Today, the company offers products made with natural ingredients, while avoiding artificial sweeteners. Its products are positioned as zero calorie, zero-sugar, zero-glycemic alternatives designed for health-conscious consumers as well as people managing medical and lifestyle conditions.

Manvi Agnihotri, Co-founder & CEO, The Sweet Change, said –

India deserves a sweetener it can trust. For 12 years, I watched people fail to quit sugar, not because they lacked discipline, but because the market failed them. This investment let us fix that - and put a clean, honest sweetener in every Indian kitchen that struggled to avoid sugar.

The Sweet Change has demonstrated strong early traction within a short span of launch. In just over a year, the brand has crossed ₹1.5 crore in revenue and fulfilled 12,000+ orders across India through its website alone. Built with a capital-efficient D2C model, the company is now gearing up to scale further through marketplaces and quick-commerce expansion.

For the Co-founder Sheen Hitaishi, the focus has been on building a brand that makes healthier choices simpler and more approachable for consumers.

While several sugar substitutes existed in the market, many contained artificial ingredients, had an unpleasant bitter aftertaste, or failed to build long-term consumer trust. This gap led to the creation of The Sweet Change, a brand focused on offering cleaner, more transparent, and better-tasting sugar alternatives for Indian consumers.

The company plans to continue expanding its omnichannel presence across D2C, marketplaces, and quick commerce, while also exploring opportunities in cafés, hospitality, and institutional partnerships over time.

About The Sweet Change

Founded by a clinical nutritionist after working with 11,000+ patients struggling with diabetes, PCOS, insulin resistance, and other lifestyle disorders, The Sweet Change was built on a powerful belief: people should never have to choose between health and sweetness.

The Sweet Change is building India’s next-generation clean sweetener brand creating natural alternatives that deliver the taste and experience of sugar, without the spike, guilt, or compromise. With a strong focus on clean ingredients, trust, and everyday usability, the brand is making healthier sweetness simple, enjoyable, and accessible for modern Indian consumers.Vision is to lead India’s shift away from refined sugar and build the country’s most trusted clean-sweetness brand for the next generation.

Mission

To bring healthier sweetness into 600 million Indian homes by creating products that make reducing sugar effortless, sustainable, and joyful - without compromising on taste.

About IAN Angel Fund

IAN Angel Fund, the evergreen fund of IAN Group, is a SEBI-registered Category I AIF and part of India’s leading early-stage investment platform, which pioneered angel investing in the country. Today, IAN invests through its Angel Fund and venture capital funds, backed by a network of ~500 investors, including iconic entrepreneurs and industry leaders from India and overseas. The platform enables founders to raise capital from ₹50 lakh to ₹50 crore as they scale, while offering investors a diversified early- stage portfolio across both emerging and growth-stage startups.

About IAN Group

IAN Group is India’s largest horizontal platform for early-stage investments, comprising the IAN Angel Fund, BioAngels, and a series of SEBI-registered venture capital funds, including the US$100 million IAN Alpha Fund. IAN supports entrepreneurs with capital, mentoring by experienced founders, and access to global markets. Forbes has recognised IAN as one of the most iconic business and economic developments of Independent India over the last 75 years, alongside institutions such as LIC, NASSCOM, the RBI, and Naukri.com.

Innovist in Spotlight as L’Oréal Prepares Landmark India Acquisition

French beauty giant L’Oréal is in advanced negotiations to acquire a majority stake in Innovist, the fast-growing Indian beauty and personal care company behind brands such as Bare Anatomy, Chemist at Play, Sunscoop, and Vinci Botanicals. The deal, reportedly valued between $350–450 million (₹4,000 crore), is said to be in its final stages after nearly a year of discussions.

L’Oréal has largely grown organically in India since entering in 1994, focusing on brands like Garnier, Maybelline, and L’Oréal Paris.

The Innovist deal would mark one of its largest direct acquisitions in India’s consumer startup space, surpassing Hindustan Unilever’s ₹3,000 crore Minimalist buy.  

About Innovist

Founded in 2019 in Gurugram by Rohit Chawla, Sifat Khurana, Vimal Bhola, and Velmurugan S. Sivappraghassan, Innovist has positioned itself as a digital-first, science-backed beauty and personal care platform. Its portfolio spans personalized haircare, skincare, sun protection, and botanical-based products, catering to India’s rapidly evolving consumer preferences for sustainable and effective solutions.

Investors

• Point72 Ventures
• Accel
• ICICI Venture

Strategic Rationale

• Strengthen L’Oréal’s India growth strategy, especially after slowing to ~5% last year.
• Provide access to digitally native brands that resonate with younger consumers.
• Expand footprint in personalized and science-driven beauty segments.
• Represents a potential landmark exit for Innovist’s founding team.

Quick Snapshot

Aspect	Details
Target	Innovist (Bare Anatomy, Chemist at Play, Sunscoop, Vinci Botanicals)
Buyer	L’Oréal India
Deal Value	$350–450M (~₹4,000 crore)
Founders	Rohit Chawla, Sifat Khurana, Vimal Bhola, Velmurugan S. Sivappraghassan
Investors	Point72 Ventures, Accel, ICICI Venture
Stage	Final negotiation phase

L’Oréal’s Acquisitions in Asia

Kering’s Beauty Portfolio (2025)

• L’Oréal acquired the beauty licenses of Gucci, Saint Laurent, Balenciaga, and other Kering fashion houses.
• Deal size: ~$4.5 billion.
• Impact: Strengthened L’Oréal’s luxury segment in Asia, adding high‑end fragrance and cosmetics lines to its portfolio.

Other Regional Moves

• L’Oréal has historically acquired niche skincare and haircare brands across Asia to tap into local consumer trends.
• Examples include investments in Chinese and Southeast Asian beauty startups, though most of its large‑scale acquisitions have been global luxury portfolios integrated into Asian markets.

Snapshot Table

Region	Acquisition	Year	Value	Strategic Impact
India	Innovist (Bare Anatomy, Chemist at Play, Sunscoop, Vinci Botanicals)	2026 (talks ongoing)	$350–450M (~₹4,000 crore)	Boost digital‑first, science‑backed beauty in India
Asia (Luxury)	Kering’s Beauty Portfolio (Gucci, Saint Laurent, Balenciaga)	2025	~$4.5B	Strengthen luxury beauty presence in Asia
China & SE Asia	Smaller skincare/haircare brand acquisitions	Various	Not disclosed	Localized product innovation, market penetration

Key Takeaways

• India: Innovist would be L’Oréal’s biggest bet in India, signaling a pivot toward D2C and personalized beauty.
• Asia: The Kering portfolio acquisition cements L’Oréal’s dominance in luxury beauty, crucial for markets like China, Japan, and Southeast Asia.
• Strategy: L’Oréal balances mass‑market growth in India with luxury expansion in Asia, ensuring coverage across consumer segments.

D2C Brand EDT Launches Recipe Ramsay: WhatsApp-Powered AI for Smarter Kitchens

• WhatsApp Bot link - whatsapp.edtworld.com - Users can simply send “Hi” or “Recipe” to start interacting with the bot.

EDT, the new-generation consumer appliances brand reimagining everyday devices for modern homes, today announced the launch of , “Recipe Ramsay” in partnership with SagePilot AI. This is a first-of-its-kind AI-powered Kitchen OS built specifically for LUMA, its intelligent PureGlass Air Fryer with NutriRetainTM Edge. With this launch, EDT becomes one of the first companies to tightly integrate a conversational AI recipe agent directly with an intelligent kitchen appliance, bridging thoughtful hardware with practical, everyday AI.

Built on WhatsApp, Recipe Ramsay addresses a core behavioural insight: the friction in cooking isn’t execution, it’s decision-making. In over 500 consumer interviews across demographics and cities, EDT found that nearly 95% of respondents struggled not just with cooking itself, but with also deciding what to cook each day. Variables such as available ingredients, time, dietary preferences, calorie or protein goals, spice levels, and serving size collectively create daily decision fatigue.

Commenting on the launch, Naiyya Saggi, Co-Founder & CEO, EDT, said, “The next frontier of AI is Physical AI, intelligence embedded directly into the products people use every day. At EDT, the long term vision is to build stable, integrated systems where hardware and AI are conceived together to improve daily use outcomes. Recipe Ramsay is an early expression of that vision. It’s not a generic AI layered onto an appliance, but a tightly integrated intelligence layer that enhances a user’s experience with LUMA’s core performance while reducing everyday cognitive load. By creating an AI-enabled assistive ecosystem around LUMA’s hardware, and delivering it through a familiar interface like WhatsApp, we’re moving beyond novelty toward infrastructure, where technology works quietly and meaningfully inside the home.”

Recipe Ramsay streamlines this complexity into a single assistive, conversational flow. Users input what they have, how much time they have, and their dietary or health preferences or goals. The AI agent responds with a LUMA-optimised recipe, complete with calibrated temperature, time, and cooking mode settings. If ingredients are missing, it enables direct comparison across quick-commerce platforms, compressing the gap between intent and action. By choosing WhatsApp over a standalone app, EDT removes friction points such as downloads, onboarding, and platform switching.

Crucially, this is not a generic AI overlay. The result is an early expression of an hardware augmented by AI experience that reduces cognitive load, improves cooking outcomes, and expands the functional value of the appliance itself.

The launch of Recipe Ramsay reflects EDT’s broader philosophy of integrating meaningful, human-centric technology into everyday devices. The company, which recently announced its $1.4 million pre-seed fundraise led by Sauce VC along with participation from marquee founders and industry leaders, is building a portfolio of contemporary, intelligent home appliances designed around real human behaviour. With LUMA and now the LUMA Recipe Bot, EDT continues to advance its mission of making the everyday extraordinary.

Tesla to Sell Cars Directly in India Before Building Factories

Tesla is expected to enter India through a direct-to-consumer (D2C) sales model before setting up local manufacturing, aligning with the Indian government’s upcoming EV policy roll-out in April 2025. The policy will allow imports at a reduced 15% duty, enabling Tesla to test demand before committing to factories.

Tesla’s India Entry Strategy

• Initial focus: Tesla will prioritize D2C sales via company-owned outlets rather than dealerships, ensuring tighter control over pricing, customer experience, and brand positioning.
• Vehicle imports: The company plans to import cars at 15% duty, a major reduction from the current ~70–100% duty, making Tesla vehicles more affordable in India.
• Manufacturing later: Local production will be considered only after Tesla assesses demand and policy stability.

India’s Upcoming EV Policy (April 2025)

• Import duty relaxation: Up to 8,000 EVs per year can be imported at 15% duty.
• Incentives for manufacturing: The Scheme for Promotion of Manufacturing of Electric Passenger Cars in India (SPMEPCI) will offer subsidies and tax breaks to companies that set up factories.
• On-tap facility: A streamlined approval process for EV manufacturing is expected, making India more attractive for global automakers.

Why Tesla Prefers D2C First

• Market testing: India’s EV adoption is still in early stages; Tesla wants to gauge demand before investing in factories.
• Brand control: D2C ensures Tesla maintains its premium image and avoids dilution through third-party dealers.
• Flexibility: Import-first allows Tesla to adapt quickly to policy changes and consumer preferences.

Benefits & Risks

Benefits

• Lower entry costs: No immediate need for billion-dollar factory investments.
• Faster market entry: Tesla can start selling cars as soon as policy takes effect.
• Consumer access: Reduced import duty makes Tesla cars more attainable for Indian buyers.

Risks

• Price sensitivity: Even at 15% duty, Tesla cars will remain premium-priced compared to local EVs.
• Policy uncertainty: Future changes in import rules could affect Tesla’s strategy.
• Competition: Indian EV makers (Tata, Mahindra, Ola Electric) already have cost advantages with local production.

Comparison: Tesla vs Local EV Makers

Factor	Tesla (D2C Import)	Tata/Mahindra/Ola (Local)
Pricing	Premium (₹40–60 lakh+)	Affordable (₹10–20 lakh)
Distribution	Company-owned outlets	Dealer networks
Manufacturing	Future possibility	Already local
Policy support	Import duty relief	Subsidies + incentives
Consumer appeal	Luxury, global brand	Mass-market affordability

Key Takeaway

Tesla’s India entry will be import-first, D2C-focused, leveraging the government’s EV policy to test demand.

For Indian consumers, this means premium Tesla cars may finally be available at lower import duties by mid-2025, though local EVs will remain far more affordable.

ENRISSION INDIA CAPITAL Backs Nova Nova to Redefine Gen Z Snacking in India

ENRISSION INDIA CAPITAL announces its investment in Nova Nova, a bold and fast-growing Gen Z–focused D2C chocolate brand in India. The investment, made as part of Nova Nova’s Pre-Series A round through our fund, marks a key step in supporting the next generation of consumer-first food brands.

India is home to over 377 million Gen Z consumers—nearly 40% of the population—who are reshaping the snacking landscape with their demand for lighter, on-the-go indulgences. Nova Nova is at the forefront of this shift, offering playful, bite-sized chocolate formats that are fun, shareable, and designed for everyday enjoyment.

Founded by Harsh Gadia and Nidhi Gadia, Nova Nova has quickly carved out a distinct space in India’s sweet-snacking market. The digital-first brand stands out for its focus on product innovation and format-driven storytelling, engaging modern consumers with indulgent, everyday snacking experiences that match their evolving tastes.

Harsh Deodhar, Principal at ENRISSION INDIA CAPITAL, said, 

Nova Nova captures the essence of what today’s young consumers seek authenticity, creativity, and an emotional connection with the brands they love. With this investment, we look forward to partnering with Harsh and Nidhi as they scale Nova Nova’s presence, expand product innovation, and strengthen its position as a new-age chocolate brand built for global appeal.

Harsh and Nidhi Gadia, Co-founders of Nova Nova, said,

At Nova Nova, we recognised a gap between traditional treats and modern snacking, and an opportunity to create an indulgent, engaging brand of chocolate that speaks to the aspirations and lifestyle of today's consumers. Partnering with ENRISSION INDIA CAPITAL helps us accelerate that vision—to reach more consumers, introduce new product formats, and bring sparks of joy and indulgence to their everyday life.

At ENRISSION INDIA CAPITAL, we are focused on backing visionary founders who are reimagining consumer behavior through innovation and design. Nova Nova exemplifies this ethos by redefining how India’s Gen Z experiences chocolate—making sweet moments more frequent, fun, and meaningful.

With this investment, ENRISSION INDIA CAPITAL and Nova Nova are partnering to bring a fresh take on indulgence to the Indian market, paving the way for a new era in everyday snacking.

D2C Brand Waterscience Secures ₹1.4 Crores in Investment from Peter Thiel-backed Velocity

• The company aims to utilise the funds to drive growth, marketing campaigns and new product category expansion

WaterScience, India’s leading brand in non-drinking water filtration, today announced that it has secured ₹1.4 crores in funding from Velocity, a growth capital platform backed by Peter Thiel’s Valar Ventures.

The investment will enable WaterScience to accelerate its growth trajectory, strengthen brand marketing initiatives, and introduce new product categories to become a 360-degree water solutions company.

Founded in 2014, WaterScience pioneered the shower and tap filter category in India, addressing critical water quality issues that affect over 95% of household water use beyond drinking. Today, the company offers more than 40 products across categories including shower & tap filters, appliance filters, kitchen filters, water softeners, and whole-house filtration systems for hard water, chlorine & other contaminants.

Range of solutions for Hard-water, chlorine & sediments

Currently, WaterScience products are present in over 2 million Indian homes, and the company is aiming to add 1 million more homes in FY25-26.

Commenting on the announcement, Pavithra Rao, Co-Founder, WaterScience, said, “This funding is a strong validation of our mission to make water safer and healthier for every Indian home. With Velocity’s support, we will scale faster and innovate across new categories, ensuring that WaterScience continues to set the benchmark for water solutions in India. Having already reached 2 million homes, we are excited to add another 1 million this year.”

Atul Khichariya, Co-Founder and COO Velocity, added, “We have a long-standing partnership with WaterScience, a true category creator in India’s water solutions space. Their growth trajectory and focus on innovation demonstrate a strong commitment to addressing the vast need gap in non-drinking water filtration. We are proud to have been part of their journey and look forward to supporting their next phase of expansion.”

The non-drinking water filtration segment which accounts for 95% of household consumption through bathing, washing, and cleaning activities largely remains unaddressed. With hard water affecting 70% of Indian homes and causing widespread skin, hair, and appliance damage, the market for whole-home water solutions is projected to grow at 15% CAGR through 2028, creating a significant opportunity for specialized players.

With a 70% Year-on-Year growth and strong presence across marketplaces like Amazon, Flipkart, Shopify, and more than 1,000 offline retailers, WaterScience has established itself as the one of the leading brands in non-drinking water filtration in India. The fresh capital will fuel expansion into new markets, strengthen its digital and offline presence, and power innovation for the next phase of growth.

About WaterScience

WaterScience is India’s No. 1 brand in non-drinking water filtration. Headquartered in Bengaluru, the company designs and manufactures innovative products for hard water, chlorine & other contaminants at every point of use in the home. Its vision is to become a 360-degree water solutions brand, addressing both drinking and non-drinking water needs.

For more information, visit: https://www.waterscience.in/

About Velocity

Velocity is India’s leading e-commerce enablement platform, empowering digital-first businesses with fast, flexible non-dilutive capital, logistics, and AI-powered tools to scale efficiently. Founded in 2020 by IIT Bombay alumni Abhiroop Medhekar, Atul Khichariya, and Saurav Swaroop, Velocity’s mission is to accelerate the growth of India’s e-commerce ecosystem.

Backed by Peter Thiel's Valar Ventures, Velocity has partnered with 4,000+ D2C and digital-first brands, disbursing over ₹1,100 crore in funding. Beyond capital, the company offers a comprehensive suite of products Shipfast for AI-driven shipping and logistics, Velocity Insights for actionable business intelligence and Vani AI, an award-winning AI-powered telecalling solution for personalized customer engagement. Some of the leading D2C brands Velocity has supported include Soulflower, Rynox Gears, NasherMiles, Hammer, Zlade, The Bear House, Off Duty, and Chumbak.

For more information, visit: https://www.velocity.in/

Wakefit Innovations Limited files DRHP with SEBI; to raise Rs 468 crore via fresh issue

Wakefit Innovations Limited, the largest D2C home and furnishings company in India in terms of revenue in Fiscal 2024, as per a Redseer report has filed the draft red herring prospectus (DRHP) with capital markets regulator SEBI to raise funds through an initial public offering (IPO).

According to the DRHP, the proposed IPO of the Bengaluru-based company is a combination of a fresh issue of equity shares aggregating up to Rs. 468.2 crore and an offer for sale (OFS) of 5,83,99,085 equity shares (5.83 crore shares) by the selling shareholders.

As part of the OFS, the promoters - Ankit Garg and Chaitanya Ramalingegowda and Other Selling Shareholders - Nitika Goel, Peak XV Partners Investments VI, Redwood Trust, Verlinvest S.A., SAI Global India Fund I LLP, Investcorp Growth Equity Fund, Investcorp Growth Opportunity Fund and Paramark KB Fund I will be offloading shares.

Wakefit proposes to utilize the Net Proceeds from the Fresh Issue towards funding of capital expenditure worth Rs. 82 crores for setting up of 117 new COCO – Regular Stores and one COCO – Jumbo Store; Rs. 15.4 crores towards capex for purchase of new equipment and machinery; Rs. 145 crores towards expenditure for lease, sub-lease rent and license fee payments for existing stores; Rs 108.4 crores towards marketing and advertisement expenses for enhancing the awareness and visibility of the brand and the remaining amount will be used for general corporate purposes.

The company, in consultation with the BRLMs, may consider a Pre-IPO Placement aggregating up to Rs. 93.6 crores; prior to filing of the Red Herring Prospectus with the ROC. If the Pre- IPO Placement is undertaken, then the fresh issue will be reduced to the extent of such Pre-IPO placement.

Wakefit, which was incorporated in 2016 is the fastest homegrown player in the home and furnishings market in India among organized peers to achieve a total income of more than Rs. 1,000 crores, as of March 31, 2024.

It has a wide range of mattresses, furniture, and furnishings which it sells through both own channels (comprising the website and COCO – Stores) and external channels (including various marketplaces, such as major e-commerce platforms and multi-branded outlets). It is a fullstack vertically integrated company, enabling it to control every aspect of operations, from conceptualizing, designing and engineering products to manufacturing, distributing and providing customer experience and engagement.

Wakefit operates five manufacturing facilities of which two are situated at Bengaluru, Karnataka, two at Hosur, Tamil Nadu and one at Sonipat, Haryana. Its facilities are equipped with imported machinery and automation technologies, such as robotic arms and roller belts, which streamline the production process and reduce waste.

Wakefit reported revenue from operations of Rs. 986.3 crore in FY24 and Rs. 971 crore for the nine-months period ended December 31, 2024.

India’s Home & Furnishings market can be broadly classified into 3 key categories - furniture, mattresses and furnishings & décor. The Home & Furnishings market in India is estimated to be approx. Rs. 2.8 lakh crores as of CY2024 and projected to grow at 13% CAGR to reach Rs. 5.9 lakh crores by CY2030 fuelled by organized retail growth, rising online dominance, and premiumization.

Axis Capital Limited, IIFL Capital Services Limited and Nomura Financial Advisory and Securities (India) Private Limited are the Book Running Lead Managers to the issue. The equity shares of the company are proposed to be listed on BSE and NSE.

DRHP Link: https://nsearchives.nseindia.com/corporate/Registration_27062025055322_DRHP.pdf

Nike’s Amazon Return After 6-Years Signals a Shift from D2C Ambitions

Nike is making a comeback on Amazon after a six-year hiatus, said a report by The Information. The sneaker giant originally pulled its products from the platform in 2019 to focus on direct-to-consumer sales and maintain tighter control over its brand experience. However, with shifting market dynamics and a dip in sales, Nike is reestablishing its direct relationship with Amazon to expand its reach.

Starting in June, Nike will also be raising prices on select adult apparel and footwear, though children's products and certain iconic items like Air Force 1s will remain unchanged. The move is part of a broader strategy under CEO Elliott Hill to regain market share and optimize distribution channels.

Amazon, in turn, will begin sourcing a wider range of Nike products directly, reducing reliance on third-party sellers. This marks a significant shift in Nike's retail strategy.

It is to be noted that before pulling out in 2019, Nike struggled with unauthorized third-party sellers flooding Amazon with counterfeits or unverified products. Now, by selling directly (via Amazon), Nike can maintain better control over pricing, branding, and authenticity.

Nike will now sell directly on Amazon, rather than relying on third-party sellers. Previously, Nike was a "gated" brand, meaning its products were highly restricted to prevent counterfeits. Amazon has informed some third-party sellers that they will no longer be allowed to sell overlapping Nike products after July 19, 2025. This move ensures Nike maintains tighter control over its brand presence. 

Nike previously emphasized DTC channels like its own website and retail stores for higher profit margins and brand control. Selling on Amazon again signals a shift—perhaps acknowledging that exclusive reliance on DTC wasn’t sustainable long-term.

Nike aggressively pushed its D2C model, prioritizing its own website, apps, and flagship stores while cutting ties with wholesale partners. While this boosted profit margins, it also alienated retailers and limited Nike’s reach.

Nike’s direct-to-consumer (D2C) strategy, once a cornerstone of its growth, has undergone a significant recalibration. Here’s what might have happened:

1. Over-Reliance on D2C Channels

Nike aggressively pushed its D2C model, prioritizing its own website, apps, and flagship stores while cutting ties with wholesale partners. While this boosted profit margins, it also alienated retailers and limited Nike’s reach.

2. Market Saturation & Slower Growth

Despite initial success, Nike’s D2C sales began to plateau. The brand struggled to maintain the same level of growth, especially as economic conditions shifted and consumer spending patterns evolved.

3. Challenges in Customer Acquisition Costs

Nike’s heavy investment in digital marketing and personalized experiences increased customer acquisition costs. While D2C offers higher margins, it also demands significant spending on logistics, advertising, and customer engagement.

4. Return to Wholesale & Amazon

Recognizing the limitations of an exclusive D2C approach, Nike is now rebalancing its strategy. The brand is rekindling partnerships with major retailers and returning to Amazon to regain lost market share and improve accessibility.

5. Renewed Focus on Brand Building

Nike is shifting back to long-term brand storytelling rather than just performance-driven marketing. The company is emphasizing emotional connections with consumers, reinforcing its iconic status rather than relying solely on direct sales.

Other major brands like Adidas and Under Armour will closely watch how Nike performs on Amazon. If successful, this might encourage more premium brands to embrace Amazon, despite initial hesitations about price dilution or brand perception.

Beside these, Nike is also partnering with Printemps, a luxury department store, and launching AI-powered conversational search to enhance its online shopping experience.

Nike’s evolution highlights the delicate balance between direct sales and wholesale partnerships. Do you think this shift will strengthen Nike’s position, or does it signal a retreat from its ambitious D2C vision? Do comment below....

KorinMi, India’s 1st Korean Skin Clinic, Secures INR 30 Million in Pre-Seed Funding, Turns Profitable, and Enters D2C Space

KorinMi, India’s first Korean skin clinic, has successfully raised INR 30 Million in a pre-seed funding round led by marquee angel investors and CXOs such as Vikas Agarwal (ex-CEO, Kaya Skin Clinic, UAE) and Vivek Kumar (CEO, Venture Garage), along with other notable investors. The funding will power Korinmi’s strategic growth—advancing its technology, expanding outreach, boosting marketing, and innovating science-backed Korean skincare tailored for Indian consumers.

Founded in 2024 by Reshbha Munjal and Jenovia Daun Jung, KorinMi blends Korean skincare expertise, technology, and products with treatments customized specifically for Indian skin. The brand name—“Korin” (Korea + India) and “Mi” (beauty in Korean)—reflects its mission of merging global beauty standards with localized solutions.

KorinMi is redefining skincare in India with a cutting-edge, technology-led approach that sets it apart from conventional clinics. At the heart of its expertise is advanced Korean 3D skin analysis technology, which assesses over 15 parameters across the epidermis and dermis to deliver highly personalized and effective treatments. Backed by Korean skincare experts and dermatologist-approved protocols, KorinMi offers a full spectrum of non-invasive and invasive solutions for all skin types and ages. From precision 1:1 treatments and access to the latest in Korean dermatology to professional-grade homecare products, KorinMi is a game-changer in science-backed, results-driven skincare.

“While K-beauty has a strong following in India, there was a notable absence of professional Korean skin clinics offering science-backed, dermatologist-approved treatments tailored to Indian skin, underscoring the need for clinically validated, expert-led Korean skincare solutions in India,” said Reshbha Munjal, Co-founder & CEO of KorinMi. “With KorinMi, we are bridging that gap through authentic professional Korean products, cutting-edge technology, and personalized solutions.”

“We’re offering a whole new category of professional skincare—precision-driven, results-oriented, backed by Korean dermatological science.” said Jenovia Daun Jung, Co-founder and COO of KorinMi.

“After years in the beauty and skincare space, I’m convinced that professional K-beauty will play a pivotal role in shaping innovations in skincare in the coming times. KorinMi has entered this space with rare authenticity, sharp intelligence, and remarkable precision. What stood out most wasn't just the strength of the concept, but the founders' clarity and confidence in bringing a bold, distinct vision to life. KorinMi is not just a clinic; it's the foundation of a category-defining brand. I am proud to back them at this early stage—especially given the founders’ deep operational and industry expertise, which has already delivered profitability within just six months” said Vikas Agarwal, Investor, Advisor, Ex-CEO of Kaya Skin Clinic (Middle East).

Within just six months of launching its flagship clinic at Worldmark Sector-65, Gurugram, KorinMi has become operationally profitable, marking a strong start for the brand’s vision of making professional Korean skincare accessible to Indian consumers. With two successful clinics already in Delhi-NCR, KorinMi is now poised for national expansion, with plans to launch 25 locations across key metropolitan cities including Delhi, Mumbai, Chennai, and Hyderabad over the next three years.

As part of this next phase of growth, the brand is also entering the direct-to-consumer (D2C) segment with a curated line of authentic, professional-grade Korean homecare skincare products—expertly formulated for Indian skin. With five powerful products already in its portfolio, KorinMi is building a trusted ecosystem that brings the best of Korean skincare science to consumers across India.

About KorinMi

KorinMi is India's first Korean skin clinic offering personalized skincare solutions rooted in Korean beauty principles. With a focus on advanced technology and holistic care, KorinMi aims to revolutionize the skincare landscape in India, providing clients with the tools they need to achieve their skincare goals.

Shiprocket Unveils Same Day Delivery in Bengaluru, continues to revolutionise eCommerce for India's MSMEs

Aims to empower merchants to meet growing consumer demand for faster deliveries

Shiprocket, India’s leading eCommerce enablement platform, has launched Same Day Delivery (SDD) in Bengaluru, bringing enterprise-grade, fast deliveries to every seller of Bharat. Traditionally, fast delivery has been a luxury available only to major eCommerce brands. Shiprocket is changing this by democratising high-speed delivery, ensuring that MSMEs can also offer quicker deliveries and stay competitive. The service is already live in Delhi NCR, Mumbai, Kolkata, and Hyderabad.

With eCommerce shifting towards speed-driven consumer expectations, merchants who offer quick deliveries see higher conversions and stronger customer retention. A Market Data Forecast report states that India’s Same Day Delivery market is projected to surpass $10 billion by 2028 at a CAGR of 23.6%. Shiprocket is leading this transformation by leveraging its advanced tech-driven platform and strategic courier partnerships to bring quick commerce capabilities to a broad spectrum of sellers.

Saahil Goel

Bringing Speed as a Competitive Advantage to Bengaluru’s eCommerce Ecosystem.

Bengaluru is a high-potential eCommerce hub, with an average order value of ₹2,000. The top three selling categories in the city include beauty & grooming, clothing & accessories, and jewellery. Shiprocket's Same Day Delivery as a product has already proven to be a game changer, with brands such as Bata, Ketch, Mamaearth, BoAt, Giva, NEK, Plum, and Wildcraft leveraging it to drive their business forward. SDD provides Bengaluru-based sellers a powerful tool to enhance customer satisfaction, drive repeat purchases, and scale their businesses.

Key Offerings:

Shiprocket’s Same Day Delivery offers multiple fulfilment solutions designed to cater to various business models:

• Same-Day Delivery: Orders picked up between 12 PM to 1 PM from a merchant’s location will be delivered on the same day.
• 3 PM Pickup/Half-Day Delivery: Orders picked up by 3 PM from the seller’s location or warehouse will be delivered on the same day with PICO as the courier partner.
• Store Pickup/Mall Pickup: Designed for omni-channel brands, this service enables stores within shopping malls to function as supply points. Orders picked up between 2–3 PM will be delivered the same day. Bata and Khadim currently utilise this service at Bhartiya Mall, Brigade Road, Falcon City Mall, Forum Neighbourhood Mall, Garuda Mall, Lulu Mall, Mall Of Asia, Mantri Square, Nexus Forum Mall, Orion Mall, Phoenix Marketcity in Bengaluru.

Powering the Future of Commerce.

Shiprocket is a tech platform that empowers sellers with seamless high-speed delivery integration, advanced checkout solutions, and cutting-edge marketing tools. Through AI-driven routing and optimised delivery networks, Shiprocket anticipates merchant needs and offers solutions that unlock massive, baseline-shifting growth. By partnering with leading courier services like Pikndel, PICO, Blitz, Shadowfax, and Xpressbees, Shiprocket ensures merchants can deliver orders with unprecedented speed and efficiency.

Driving MSME Growth with Innovation

Commenting on the launch, Saahil Goel, MD & CEO, Shiprocket, said,

We at Shiprocket are committed to being the trusted growth partner for merchants across India. By introducing Same Day Delivery, we are empowering MSMEs of Bharat to compete with the best in the industry, providing them with tools to enhance customer experience and drive repeat business. Speed is no longer a luxury—it’s a necessity, and we are ensuring that every seller, regardless of size, has access to best-in-class solutions.

“This initiative is a crucial step towards our vision of democratising eCommerce tech for every seller in India while contributing to the broader digital transformation of the economy,” he added.

Hindustan Unilever Reportedly in Talks to Acquire Minimalist for ~$350 Mn

FMCG giant Hindustan Unilever (HUL) is reportedly in talks to acquire the direct-to-consumer (D2C) beauty brand Minimalist for around Rs 3,000 crore (approximately $350 million). This move is part of HUL's strategy to diversify into high-margin segments, especially in the digital space.

Minimalist, known for its skincare, body care, and hair care products, has seen significant revenue growth and profitability recently.

HUL is considering acquiring a majority stake, but it could potentially lead to a 100% acquisition. Minimalist has raised funding from institutional investors such as Peak XV Partners, Unilever Ventures, and Twenty Nine Capital Partners. Peak XV Partners is the brand's largest investor.

The founders, Rahul Yadav and Mohit Yadav, collectively own nearly 84% of the company, while Peak XV Partners holds a 6% stake.

HUL has previously invested in other digital-first brands like Oziva and Wellbeing Nutrition.

Minimalist has seen impressive growth, with its revenue jumping 86% to Rs 350 crore in FY24, and its profit doubling to Rs 10.8 crore. In FY22, it reported a profit of Rs 16 crore on a revenue of Rs 112 crore.

This development reflects the ongoing consolidation trend in the consumer goods industry.

This acquisition could mark another instance of a fast-growing online D2C brand being acquired by a large enterprise, reflecting the ongoing consolidation trend in the consumer goods industry.

Of late, there were few D2C brands that have been acquired by FMCG giants. Marico has been quite aggressive in its D2C acquisition strategy. The company acquired men's grooming startup Beardo, health foods company True Elements, beauty brand Just Herbs, and plant-based products brand Plix. These acquisitions have helped Marico diversify its portfolio and tap into the growing D2C market.

Emami has also entered the D2C segment by acquiring The Man Company and acquired 19% equity stake in D2C nutrition firm TruNative F&B Pvt Ltd. These acquisitions are part of Emami's strategy to compete with emerging D2C brands and expand its presence in the personal care market.

Former Flipkart Employees' E-commerce Firm POP to Launch Its Own UPI

Ecommerce firm POP is set to launch a marketplace that will feature a curated selection of new-age digital-first brands. This platform is designed to offer a no-frills approach, enabling brands to benefit from deeper data and insights. Additionally, POP will introduce its own UPI system, which will allow users to earn and use POPcoins as a reward currency.

The initiative aims to address the challenges faced by brands in terms of high customer acquisition costs and crowded marketplaces. POPcoins can be redeemed across various brands, acting as an alternative payment currency during shopping. The company has already onboarded 140 brands onto its network, offering POPcoins as a replacement for traditional loyalty programs and points systems.

Founded in 2023 by a team of former Flipkart employees, POP is aiming to revolutionize how today's Indian consumers shop and pay.

In a LinkedIn post the company announced, "UPI transactions are transactional. It's time to change that. In order to make them more rewarding, we need to redefine how payments are done. We're super proud to announce that we're launching our own UPI soon. With better luck everytime: you'll earn POPcoins on every UPI transaction you make."

"Predictable rewards applicable on every UPI transaction. Whether you're scanning the code at your local vegetable vendor or sending money to friends after a scrumptious meal you earn POPcoins, everytime... Say goodbye to scratch-cards & accumulation of millions of worthless points. It's time to get REAL. You might say, 'There are a multitude of UPI payment platforms available in the market, what sets POP UPI apart?' , Our answer? Rewards! Real rewards" the company’s LinkedIn post added.

The innovative platform, POP, is designed to empower brands with deeper data insights and offer a streamlined shopping experience. POPcoins, the platform's exclusive reward currency, will enable users to earn discounts and benefits across various brands, enhancing customer loyalty and engagement.

The marketplace aims to alleviate the high customer acquisition costs and the challenge of visibility in crowded marketplaces that brands often face. By providing a no-frills approach and a reward system that replaces traditional loyalty programs, POP is set to create a new paradigm in the e-commerce ecosystem.

Additionally, users will receive a 2% reward in POPcoins on every transaction made through POP's UPI handle. This initiative by POP is designed to address the high customer acquisition costs and crowded marketplaces that brands currently face.

To recall, earlier this month Flipkart too had launched its UPI handle for Android users to enhance its digital payment offerings for all customers including Flipkart’s 500+ million customers.

POP, known for its marketplace for D2C brands, was founded by Bhargav Errangi, a former senior director at Flipkart with a history of scaling loyalty programs like Payback and Flipkart Supercoins. Since its launch in early May of the previous year, POP has onboarded 140 brands, offering its rewards currency POPcoins, which can be redeemed across various brands.

Some of the brands that have joined the POP platform include Perfora, Slurrpfarm, Anveshan, and Khadi Essentials. These brands, along with others, have integrated their loyalty constructs with POPcoins, allowing customers to earn and redeem these coins across the network of brands.

Infosys Inks 5-Yrs Deal with Smart Europe Gmbh, Owned by Smart e-Car JV of Mercedes-Benz and China’s Geely

Indian IT & digital services major Infosys, on Thursday, announced that it has signed a 5-year collaboration with automotive marquee smart Europe GmbH, a wholly owned subsidiary of smart Automobile Co. Ltd. (Smart), which is a global smart joint venture between Geely Holding (Geely) and Mercedes-Benz AG (Mercedes-Benz).

With this deal Infosys will refine Smart Europe's Direct-to-Customer (D2C) business model in Europe and provide enhanced customer experience, data-driven personalization and engagement for the existing model smart #1, the newly announced smart #3, and other upcoming all-electric models, from the smart e-Cars maker.

With a goal to position itself as a leading provider of intelligent electric vehicles in the premium segment, smart Europe was founded in June 2020, as a wholly owned subsidiary of smart Automobile Co., Ltd., to supply, sell and service future smart vehicles in the European market.

Based in Leinfelden-Echterdingen, near Stuttgart, smart Europe’s international team is responsible for all sales, marketing and after-sales activities for the next generation of smart vehicles, products and services of the brand in the European market.

Through this strategic collaboration, Infosys will help smart Europe GmbH redefine the online EV buying experience and apply state-of-the-art Machine Learning (ML) models to accurately forecast sales and aftersales demand.

Infosys was chosen to assist the premium EV maker in this transformation for its deep expertise in enabling consolidation across automotive sales and e-commerce processes and systems.

To enable smart Europe GmbH derive exceptional value from software, data, and cloud investments, Infosys will leverage its trusted process, functional and technical expertise, complemented by a design thinking-led consulting approach. Infosys will also help smart Europe GmbH to efficiently sell electric vehicles across 15 European countries with a D2C sales approach and secure engagement across lead generation, prospect conversion, sales and aftersales channels, supplemented by end-to-end ownership and accountability.

Dirk Adelmann, Chief Executive Officer, smart Europe GmbH, said, “We are pleased to have Infosys as our partner on this journey. Infosys’ strong leadership commitment backed by its ability to drive end-to-end application development and maintenance with efficiency and effectiveness, will help us boost our operational performance and user experience.”

Jasmeet Singh, EVP and Global Head of Manufacturing, Infosys, said, "We are delighted to deliver our cutting-edge technologies to innovative companies like smart Europe GmbH to help ramp up their competitiveness in the European market. Infosys has demonstrated a steadfast commitment to powering innovation-driven customer experiences across touchpoints through our automotive and mobility offerings. Leveraging a blend of our expertise in the domain and strong regional presence, we will help smart Europe GmbH fast-track the adoption of cutting-edge digital solutions. The success of this engagement will be a real game changer for both smart Europe GmbH and Infosys in the electric mobility era.”

D2C Ayurveda Brand Kapiva Strengthens Its R&D; Hires Dr. Govind As New Chief Innovation Officer

Kapiva Invests in Advancing Ayurvedic Research with Dr. Govind's Expertise

Dr. Govind's Appointment Signals a New Chapter in Kapiva's Research-Backed Approach

With the aim to lead the way in evidence-based Ayurveda, Kapiva, a leading holistic wellness brand announced the appointment of Dr. R Govindarajan as its Chief Innovation Officer (CIO). He is a distinguished figure in research and development, with an impressive portfolio of 10 patents and 75 research papers published in many esteemed peer-reviewed journals. He has also played pivotal roles at prestigious government research institutions like CSIR and has held leadership positions in the R&D departments of prominent organizations.

With over 23 years of experience in research and development, Dr. Govind's appointment marks a significant milestone for Kapiva. His extensive expertise and leadership will empower the brand to improve health outcomes with enhanced product quality and expand its range of Ayurvedic offerings.

Ameve Sharma, Co-Founder of Kapiva, expressed his enthusiasm about Dr. Govind's appointment, saying, "We are thrilled to welcome Dr. Govind to the Kapiva family. His extensive experience and profound knowledge of natural products and research and development are perfectly aligned with our commitment to offering authentic, science-backed Ayurvedic products to our consumers. Under Dr. Govind's leadership, we foresee taking significant strides in crafting products that are highly efficacious and will enable us to compete alongside conventional medical practices. Every step we take in our R&D initiatives brings us closer to reshaping the healthcare standards.”

Dr. R Govindarajan , the incoming Chief Innovation Officer, also shared his thoughts, stating, "I am excited to join Kapiva, a brand that is at the forefront of making Ayurveda accessible and modern. Kapiva's mission resonates with my own passion for research and innovation in the healthcare sector. I am eager to contribute to the brand's growth and help further establish Kapiva as a leader in holistic healthcare, enriching lives around the world."

Holding a Ph.D. in natural products, Dr. Govind has experience in both basic research at CSIR (Government of India) and applied research in corporate R&D through his various leadership roles at esteemed organisations such as Zydus Wellness R&D, Himalaya Global Research Centre in Dubai, and Dabur International R&D in Dubai. His work encompasses product development, analytical processes, and preclinical and clinical trials, primarily in natural products. Through his career journey, Dr. Govind has played a significant role in establishing R&D facilities globally and consulting for prominent pharmaceutical and cosmetic companies.

Beyond his corporate achievements, he has made notable contributions to academia, serving as an Associate Professor at RAK University of Health Sciences and a visiting professor at the National Institute of Pharmaceutical Education and Research (NIPER) in Ahmedabad.

Kapiva remains committed to its mission of simplifying, modernising, and making Ayurveda accessible to everyone. Dr. Govindarajan's presence will reinforce the brand’s position as a pioneer in the field of holistic healthcare.

About Kapiva:

Kapiva is a modern Ayurvedic homegrown D2C brand making Ayurveda simple, modern, and accessible for everyone and enabling everyday wellness. It is on a mission to make Ayurveda a part of people’s daily life. It offers authentic products using research, science-backed Ayurveda, and the finest ingredients. Kapiva has been a disruptor in the Ayurvedic industry by introducing innovation in product formats that can be easily integrated into people's daily routines.

The startup also announced a wholly-owned subsidiary in the US- Kapiva Inc in June 2023. It offers an innovative range of products that is popular across E-Commerce platforms and is also present on-ground in 10,500+ stores across the country.

Website: www.kapiva.in

D2C Lifestyle Brand eské Raises $1.5 Mn (INR 12 Crores) in Pre-Series A Funding Led by Mistry Ventures

eské, a Mumbai-based Direct-to-Consumer (D2C) lifestyle brand that offers premium handbags, briefcases and accessories has raised a total of $1.5 Mn (INR 12 Crores), in a pre-series A round of funding led by Mistry Ventures. This round also witnessed continued support from Fluid Ventures, one of eské's existing investors.

Having been a key supplier for international luxury brands, eské was launched five years ago, and has seen tremendous traction in a short span of time. Born in India, and made for the world, eské offers a range of handbags, briefcases, and accessories for the global modern consumer in the price range of Rs. 3,000 to Rs. 10,000.

The brand has a strong online presence through its own website and various e-commerce platforms, as well as offline stores in select cities across India. eské plans to use the fresh funds to expand its product portfolio, open experience centres, enhance its technology platform, and enter new markets.

Commenting on the fundraise, Shivam Khanna, founder and CEO of eské, said – “Humbled to partner with Mistry Ventures this early in our journey. Their long-term approach and patient capital will allow us to build eské into a world-class brand, with robust unit economics. India has long been known as a product exporter and brand importer. We will change that. Leveraging our decades of manufacturing expertise producing for the world’s finest brands, we will unleash our manufacturing capabilities, combining it with technology, to build a globally recognized lifestyle brand from India.”

Zahan Mistry of Mistry Ventures said that they were impressed by eské’s vision and execution. “The product quality of eské stands well above anything we have seen in the market. Their innovative and integrated supply-chain enables them to turn around inventory, and new styles extremely fast. We believe that eské has the potential to become a beloved brand in this space, and we are excited to partner with them in their journey”.

About eské:

eské is a direct-to-consumer lifestyle brand that offers premium handbags, briefcases and accessories for the global modern millennial. eské is pioneering the customer-to-manufacturer (C2M) model, leveraging its deep manufacturing expertise, in building a global brand from India. eské was founded in 2018 by Shivam Khanna, a serial entrepreneur with over 10 years of experience in the manufacturing.

For more information, visit: www.eske.in

About Mistry Ventures:

Mistry Ventures is a venture capital firm based in Mumbai. Mistry Ventures was set up by late Mr. Cyrus Mistry, with an aim to incubate new ventures, provide seed, early-stage and growth capital to start-ups. Mistry Ventures has been actively involved in investing in start-ups across multiple domains, including D2C, SAAS, agritech, and more. The firm seeks to back ventures that demonstrate disruptive ideas, strong leadership, and a clear vision for the future.

D2C Ayurvedic Startup Dr Mantra Raises ~$200K In Funding from Sirona Founders

Dr Mantra, a D2C modelled & Ayurved-based wellness startup, has raised a bridge round of nearly $200K in funding spearheaded by 100X and backed by prominent angel investors Deep Bajaj and Mohit Bajaj, founders of leading FemTech Brand, Sirona.

The Mahuwa, Gujarat-based startup intends to utilize the funds for business growth, aiming to double its operations before pursuing a series A funding round.

Started on 2021 by Takki Zain and Shivansh Jain, Dr Mantra offers Ayurved based treatment to people suffering from lifestyle diseases such as kidney stones, piles, obesity, sexual wellness & PCOS, using 3x scientific approach, Ayurvedic products, diet plan, doctor support. The startup website reads "60% faster treatment with personalised ayurvedic approach with 93% success rate".

In a LinkedIn post, Dr Mantra Co-founder, Takki Zain, said — "After being backed by 100X.VC in Jan 2023, we scaled the revenue to 3x in just 6 months, we are again back to positive unit economics at 60 Lakhs MRR, which caught the eyeballs of Deep Bajaj."

On investment in Dr Mantra, Deep Bajaj, said - "The conviction of the founders to build this profitably is what captivated me. Those are the kind of companies which are built on customer love & trust and any team working on this is bound to be successful"

Zain further said, "...we have already impacted the lives of more than 20,000 patients & found a win-win. I am proud to say that I am a part of a purpose-driven brand that not only talks the talk but walks the walk. Thanks to our dedicated team without whom this wouldn't have been possible."

This week, Ayurvedic babycare firm BabyOrgano also raised $150K in pre-seed funding from DevX Venture Fund.

Cashfree Payments’ Zecpe Rebrands As Ecom360: Bets Big on D2C Businesses with Growth Solutions

Cashfree Payments, India's leading payments and API banking company, has announced the rebranding of its subsidiary, Zecpe, to ‘Ecom360’. Ecom360 caters to the end-to-end growth challenges faced by D2C businesses across their customer and product lifecycles. With Ecom360, businesses gain access to a comprehensive set of solutions built to elevate customer shopping experiences, prevent returns, streamline operations, and offer exceptional post-order support.

In early 2023, Cashfree Payments acquired Zecpe, a one-click checkout solution which tackled the checkout conversion challenge, a core problem faced by D2C businesses. Keeping to the same mission, Ecom360 will address a broader set of core problems, unlocking value and facilitating exponential growth. Ecom360 will operate as a distinct brand within Cashfree Payments, offering tailored solutions for the D2C ecosystem.

Indian customers have become accustomed to a refined ecommerce journey as large marketplaces have optimised their online shopping experience. However, D2C businesses lack this capability due to multiple growth challenges such as complex check out, lack of order tracking, inventory management hurdles, and returns on COD orders. Ecom360 will bridge this gap by offering solutions that address these obstacles directly on the brands' websites, empowering Indian ecommerce retailers to deliver enterprise-grade experiences and build customer trust.

Hriday Agarwal, GM, ECom360

Hriday Agarwal, General Manager, Ecom360 said, "we are thrilled on the launch of the all-in-one e-commerce suite, Ecom360. The D2C and e-commerce sector in India has grown and expanded to remarkable heights and we anticipate that it will continue to do so. At the same time, we are aware of the numerous issues these D2C companies face as they expand. With Ecom360 by Cashfree Payments, we hope to address the growth difficulties faced by D2C and e-commerce enterprises, including improving checkout and payment processes and enabling them to provide seamless pre- and post-order experiences for customers.”

Akash Sinha, CEO and Co-Founder, Cashfree Payments said, "We are excited to introduce Ecom360 to D2C merchants in India, providing a comprehensive solution to address all their end-to-end growth challenges. This is a significant step in our mission to empower businesses with enhanced payments capabilities, allowing them to scale-up rapidly. It is also a testament to our commitment to the nation’s Make in India initiative, by helping businesses to grow sustainably. We have always focussed towards innovating and introducing effective payments products for our merchants. Ecom360, aligns with this notion, as we aim to revolutionise e-commerce for businesses.”

With over 50% market share among payment processors, Cashfree Payments today leads the way in bulk disbursals in India with its Payouts and is also among the leading online payment aggregators. India’s largest lender, SBI invested in Cashfree Payments underscoring the company’s role in building a robust payments ecosystem. Cashfree Payments works closely with all leading banks to build the core payments and banking infrastructure that powers the company’s products. Cashfree Payments is also integrated with major platforms such as Shopify, Wix, Paypal, Amazon Pay, Paytm, and Google Pay. Apart from India, Cashfree Payments products are used in eight other countries including the USA, Canada, and UAE.

About Cashfree Payments

Cashfree Payments is a leading payment and API banking solutions company. It provides full-stack payment solutions enabling businesses in India to collect payments and make payouts via all available methods with simple integration. Cashfree Payments' offerings include an advanced and easy way to integrate payment gateways, a split payment solution for marketplaces, bank account verification API, Lending disbursals solution and Auto Collect -- a virtual account solution to match inbound payments to customers. Founded by IIIT Hyderabad alumnus Akash Sinha and IIT Kharagpur graduate Reeju Datta, www.cashfree.com is among the leading payment service providers in India processing transactions worth USD 40 Billion annually. It has leveraged technology to lead payment disbursals in India with more than 50% market share among payment processors. Cashfree Payments enables more than 3,00,000 businesses with payment collections, vendor payouts, wage payouts, bulk refunds, expense reimbursements, loyalty and rewards. Apart from India, Cashfree Payments products are used in eight other countries including the USA, Canada, and UAE. Cashfree Payments is backed by Silicon Valley investor Y Combinator, Apis Partners, State Bank of India (SBI), and was incubated by PayPal.

Reliance Brands in Talks To Acquire Alia Bhatt Co-founded Ed-a-Mamma

Reliance Brands, a retail company and a subsidiary of Reliance Industries, is reportedly in talks to acquire actress Alia Bhatt co-founded sustainable kid's wear brand Ed-a- Mamma for about Rs 300 crore to Rs 350 crore.

Launched in October 2020, Ed-a-Mamma offers kids wear for girls & boys aged between 2-14 years, that are made of natural fabrics and are biodegradable.

The acquisition is expected to strengthen Reliance's children's wear portfolio and give it a greater toehold in the kidswear market. The eco- friendly brand operates primarily online but is also sold through retail chains such as Shoppers Stop and Lifestyle.

The acquisition talks is in the final stages and an agreement is likely to be signed in the next seven to 10 days, said the report. 

Touted as a completely vegan compliant brand, Ed-a-Mamma has earn certifications like — SEDEX (global certification for ethical trade), Green Denim Certifications through Zero Liquid Discharge (ZLD certification), organic clothing through GOTS (Global Organic Textile Standard) certification.

In an another development, Reliance Retail, along with Jindal and GBTL have submitted offers to acquire bankrupt Future Enterprises, according to disclosures made by the company to the stock exchange. The National Company Law Tribunal admitted Kishore Biyani's Future Enterprises for corporate insolvency on February 27.

Fashion E-Commerce Brand Styched Acquires Shark Tank India 2 Fame D2C Casual Sneaker Brand Flatheads

Styched, a prominent online youth fashion brand, is thrilled to announce its acquisition of Flatheads, a Direct-to-Customer (D2C) online casual sneaker startup that gained fame on Shark Tank India season 2. This strategic move marks Styched's first acquisition, solidifying its position as a leader in the fashion industry. The deal, structured as an all-equity transaction, represents Styched's foray into the footwear segment.

Styched & Flatheads Founding Team During Acquisition

Founded in 2018 by Ganesh Balakrishnan and Utkarsh Biradar Bangalore based Flatheads is an innovative D2C brand specializing in designing all-day wear casual sneakers for the urban audience. Notably, they are the first Indian brand to introduce bamboo fiber shoes, catering to the unique needs of the tropical Indian climate. It raised funds from We Founder Circle, LetsVenture, and angel investors, among others.

Bengaluru based Styched, already known as a production-on-demand fashion apparel brand, will expand into the footwear sector with the acquisition of Flatheads. Leveraging their expertise in production, Styched plans to incorporate its production-on-demand technology into the footwear category, enabling the seamless expansion of Flatheads' existing collection.

On the acquisition Soumajit Bhowmik, CEO at Styched affirmed “We have been following Flatheads for quite some time, and I have personally interacted with Ganesh earlier. The acquisition opportunity came to us through a common investor, and we felt it would be a perfect deal for us considering we wanted to launch sneakers in a big way within Styched as well. The technical know-how of Flatheads would really help us create a wide range of affordable sneakers collection. So, while Styched will continue to play in the sub-1000 INR segment, the semi premium segment would have Flatheads as the flagship brand.

“The Flatheads-Styched deal gives new wings to our idea of creating unique footwear for the young Indian. Styched has changed the operating model of creating and delivering fashion, and I'm very excited to see Flatheads taking the next leap together. Young Indians are just starting to flaunt their sneakers as a new fashion and lifestyle statement. The market is evolving, and it will be a unique journey for the category, different from other parts of the world. It will be fulfilling to see Flatheads being an integral part of the market creation and growth,” said Ganesh Balakrishnan, Co-Founder of Flatheads.

Initially, Flatheads will continue offering its existing range of products, with all departments now being operated and managed by Styched. This development will be followed by an aggressive hiring phase aimed at strengthening the footwear department within Styched, ultimately elevating the overall offering.

With this acquisition, Styched reinforces its commitment to providing fashion-forward choices for the youth market, expanding its product range, and embracing innovation in the rapidly evolving fashion landscape.

About Styched

Styched is India's largest online youth fashion brand. It was started by fashion enthusiasts, who have been in the fashion ecommerce business for most of their career and been part of IIT Kharagpur & ISB grads by education, the founders have been associated with brands like Jabong, Amazon, Foodpanda to name a few, at leadership positions.