The FAST42 2025 Coffee Table Book

TABLE OF CONTENTS

02 03 04 05 06

INTRODUCTION

THE RISE OF INDIA’S D2C ECONOMY

THE HUNT

THE FAST42 RANKING — INDIA’S FASTEST GROWING BRANDS

INSIDE THE GROWTH STORIES METHODOLOGY

MESSAGE FROM THE EDITOR

Pooja Sareen Chief Editor Inc42

Over the past few years, India’s D2C landscape has undergone a fundamental shift. Digital-first brands are no longer niche players; they are scaling rapidly, raising capital, expanding their product lines, and challenging legacy incumbents across industries.

At Inc42, we have closely tracked this transformation, mapping how D2C brands navigate challenges, capitalise on new opportunities, and redefine consumer engagement. FAST42 is our annual effort to recognise and document this growth.

Now in its fourth edition, FAST42 identifies 42 of India’s fastest-growing D2C brands, based on rigorous evaluation of revenue growth, market impact, and innovation.

Brands featured in previous editions have gone on to raise millions in funding, scale operations, and even secure major acquisitions, underscoring the sector’s resilience and potential.

This year’s FAST42 list reflects the evolving nature of India’s D2C market — where newer brands are scaling faster, adopting omnichannel models, and tapping into deeper consumer insights.

With India’s digital-first brands expected to chase a $300 Bn market by 2030, the next few years will be critical. Through FAST42, we aim to highlight not just the brands that are scaling today but also the trends that will define the future of D2C in India.

Here’s to India’s fastest-growing D2C brands and the founders behind them.

INTRODUCTION

Today, India’s D2C brands are reshaping India’s consumer retail markets. Be it fashion, food, electronics, or healthcare, digital-first brands have been able to carve out a place for themselves across categories, rubbing shoulders with legacy players. Think of any product, and chances are there is already a digital-first alternative — more affordable, more accessible, and more premium.

The growing appetite of 190 Mn Indian ecommerce consumers is fuelling the rise of India’s D2C brands often touted for offering convenience, personalisation, and high-end experiences.

While D2C brands have disrupted traditional categories such as lifestyle and beauty, they have also set new benchmarks in categories like gourmet food, sustainable fashion, sexual wellness, intimate hygiene, and affordable luxury in personal care.

With over 50,000 brands vying for a slice of India’s booming consumer retail, the D2C market is projected to reach $300 Bn by 2030. With intensifying competition, D2C brands are going above and beyond to win over their customers seeking innovation, hyper-personalisation and a bang for their buck.

There is no doubt that the D2C model has reshaped the way India shops, and we, at Inc42, have closely observed this revolution brewing to perfection.

Ever since our first rendezvous with the sector, when D2C was still in its nascency, we have come a long way in supporting this dynamic realm and its key stakeholders.

However, the road to where we stand today has been a long one. This association took time to bear fruit, beginning with our first virtual D2C summit in 2020.

Last year, we hosted our first-ever in-person edition of the D2C Summit — our fifth overall — bringing together over 40 industry leaders and 300 attendees, who are shaping the future of India’s D2C ecosystem.

Against this backdrop, we are excited to bring out the fourth edition of FAST42, a compendium of 42 fastest-growing D2C brands in India, in collaboration with Nitro, Emiza, Simpl, Amazon Shipping, Rukam Capital and Vinculum Group.

Now, before we throw open the stage for the brand-new trailblazers of the D2C space, let’s steal a glance at some of the brands featured in FAST42 last year that today enjoy significant investor support and are doing well in their respective domains.

Earth Rhythm, featured in our previous editions, found a new home with Nykaa last year, while Upakarma Ayurveda, which made it to the ranking in 2022, was acquired in the same year. Pilgrim, a beauty and personal care brand that made it to our growth list, went on to raise $9 Mn in a Series B round. Beyond Snack followed suit, securing $8.3 Mn in Series A, while sexual wellness brand MyMuse started 2025 with a $2.7 Mn raise.

The fourth edition of FAST42 celebrates and offers a platform for the country’s most dynamic and fastest-growing brands and exposure among Inc42’s readers, investors, potential employees, and other stakeholders in India’s startup ecosystem.

THE RISE OF INDIA’S D2C ECONOMY

It is mid-2020, and amid the Covid-19 lockdown, you stand ready with a bottle of sanitiser, waiting for your first order from a brand you discovered on your Instagram feed. If these series of events sound familiar, you were not alone.

The pandemic coupled with massive internet penetration, high smartphone adoption, and reliable digital payment infrastructure, introduced India’s 190 Mn ecommerce shoppers to D2C brands for the first time. This opened the floodgates for a market that today is on track to surpass the $300 Bn mark by 2030, growing at a CAGR of 24%.

The D2C model, the fastest-growing segment within India’s ecommerce landscape, offers businesses means to do away with intermediaries,

gain a closer understanding of market dynamics, and directly sell their products to consumers. The value proposition is lucrative and the market size is big enough; as a result, D2C earned the title for most funded subsector of ecommerce in 2024, accounting for the highest share of deals.

With over $35 Bn in cumulative investments across 1,900+ deals, ecommerce has remained a key driver of startup funding, fuelled by growing digital adoption and consumer demand. Within this landscape, D2C brands have secured a significant share, raising $8 Bn in funding by capitalising on direct customer engagement, niche product offerings, and omnichannel strategies to drive scale and investor interest.

Be it fashion, lifestyle, beauty and personal care, electronics, or food, D2C brands have disrupted traditional ecommerce to a point where there is no turning back. Today, names like Mamaearth, Lenskart, boAt, Minimalist, WakeFit, and many others are well known in Indian households – thanks to marketing campaigns that are not only impactful but also hyper-personalised.

While fashion & lifestyle and beauty & personal care hold the highest growth potential — projected to reach $43.2 Bn by 2025 — D2C brands are also making inroads into niche segments. From premium gourmet food, sexual wellness and intimate care to affordable luxury in personal care and organic staples, brands are exploring specialised product segments with a focus on quality, sustainability, and personalised experiences.

As the market expands, brands are shifting from pure-play D2C to omnichannel models to gain a presence across websites, marketplaces and offline retail stores. From social commerce integrations to live shopping experiences, brands are leveraging all available tools in the digital shed to reach out to new demographics and dominate the ones already explored. Interestingly, these brands are now exploring quick commerce as a new growth avenue.

However, this growth in India’s D2C story could be a mere glimpse of the bigger picture as brands are tapping into cross-border opportunities, which could drive the next leg of growth for the D2C segment.

Amid the exploration and expansion, many successful D2C brands are targeting their public issues which have proven to be drivers of growth and money makers for the early backers, with some VCs and PEs minting returns of over 30X.

While ecommerce companies like Mamaearth, FirstCry, and Menhood have already made their D-Street debut, other digital-first businesses like Lenskart, boAt, Bira91, BlueStone, Zappfresh and Captain Fresh are on their way to hit the capital markets soon.

The D2C segment, which remained a frontrunner in developing personalised products, is getting even better by using advanced analytics and achieving hyper-personalisation with artificial intelligence. Advanced technologies are reshaping the new-age segment more than 50K brands are playing a part in this rise of India’s D2C economy.

SHORTLISTING

INDIA’S FASTEST GROWING D2C BRANDS

FAST 42 THE HUNT

In our fourth edition, we examined Indian D2C brands that have demonstrated consistent growth over the years. D2C brands incorporated before April 1, 2021, generated at least INR 1 Cr in revenue in FY22 and scaled the same to at least INR 7 Cr in FY24. Further, only standalone Indian brands generating no more than INR 100 Cr in any financial year have been considered.

While focussing on direct consumer engagement, we prioritised brands that sell their products through their own websites as a key sales channel.

Our pursuit of finding the crème de la crème of D2C brands has been met with an overwhelming response, with 250+ brand applications pouring in. The Inc42 team conducted 100 verification calls to evaluate business credentials, financial milestones, and growth trajectories for each submission.

After an in-depth analysis, we selected 42 standout brands that showcase exceptional innovation, high scalability potential, and a strong D2C presence, positioning them as frontrunners in India’s emerging D2C landscape.

FAST42 — THE CRITERIA

Founded before April 1, 2021

Generated at least INR 1 Cr revenue in FY 2022

Generated at least INR 7 Cr revenue in FY 2024

Generated at most INR 100 Cr revenue in any financial year

Be privately held, for profit, based in India, and an independent entity

Should sell its own products via its own website as a key sales channel

INDIA’S FASTEST-GROWING D2C BRANDS

250+ APPLICATIONS RECEIVED

$200 MN+

TOTAL FUNDING

$400 MN+

COMBINED REVENUE IN FY24

14,000+

TOTAL JOBS CREATED

The fourth edition of FAST42 attracted applications from across India, revealing that the participating brands collectively generated $400 Mn in revenue in FY24, raised $200 Mn in funding, and contributed to the creation of over 14,000 jobs nationwide.

The highest number of applications came from Delhi (16.8%) and Mumbai (16.1%), with Bengaluru (11.7%) following closely. Other key cities with strong participation from D2C brands included Ahmedabad, Chennai, Jaipur, Indore, Coimbatore and Kolkata.

Among the top categories, fashion and food & beverage (F&B) dominated the application pool. The apparel & accessories segment led with 36.5%, followed by F&B brands at 20.4%. Beauty & personal care (14.6%), home & furnishing (13.1%), and consumer electronics and health & wellness (6.6% each) also had a strong presence. Interestingly, the baby & kids segment secured 2.2%, highlighting the diverse mix of India’s fastest-growing D2C brands.

After three months of rigorous groundwork, we proudly present the ranking of India’s fastest-growing D2C brands.

MOST FAST42 2025 ENTRIES CAME FROM DELHI & MUMBAI

FASHION, F&B BRANDS DOMINATED FAST42 2025

THE FAST42 RANKING

COMPANY HEADQUARTERS

HOUSE OF EM5

WHAT’S UP WELLNESS

MYMUSE INDIA

MASTERCHOW

HAMMER KNYA

ADILQADRI PERFUMES

SAADAA

FLO MATTRESS

WELLBE FOODS

HAUS & KINDER

SETU NUTRITION

NAT HABIT

MIRAGGIO

DRINKPRIME

RAS LUXURY SKINCARE

PANT PROJECT

ZINGAVITA

NIRMALAYA

THE AMETHYST STORE

ANVESHAN

INDORE

GURUGRAM

MUMBAI NEW

PANIPAT

MUMBAI

BILIMORA

JAIPUR

MUMBAI

BENGALURU

MUMBAI

MUMBAI

GURUGRAM

GURUGRAM

BENGALURU

RAIPUR

MUMBAI

CHANDIGARH

BEAUTY

HEALTH

HEALTH

DINDIGUL

GURUGRAM

BEAUTY & PERSONAL CARE

FASHION & APPAREL

CONSUMER ELECTRONICS

BEAUTY & PERSONAL CARE

FASHION & APPAREL

HEALTH

HOME

FASHION

KYARI

NAP CHIEF THE

BANI WOMEN

BLUE TEA

EGGOZ

BERRYLUSH

TORQUE

BACCA BUCCI

INDIA’S FASTEST GROWING D2C BRANDS

HOUSE OF EM5 01

FOUNDED IN 2022 HEADQUARTERS Indore

Repackaging The Affordable Luxury Fragrance Market

Bringing premium, long-lasting fragrances to Indian consumers with affordable luxury and unique scent compositions

TOTAL FUNDING Bootstrapped

CATEGORY Beauty & Personal Care

FOUNDER(S)

Shashank Chourey

COMPETITORS

Titan’s Skinn, Zara, Lattafa, Ajmal, ARMAF

NUMBER OF SKUs

80+

Having a taste for quality fragrances comes at a cost, and Shashank Chourey, a longtime fragrance enthusiast, knows it best.

Tired of paying a 20-30 times premium for brand names, Chourey finally decided to hunt down a perfumery that offered exceptional quality fragrances at a fair price. However, the only thing he found was that such brands did not exist.

This led to a realisation of a persisting gap in the global fragrance market, and Chourey decided to tap into this opportunity by launching his affordable luxury fragrance brand, House Of EM5.

MAKING QUALITY PERFUMES ACCESSIBLE

Founded in 2022, House Of EM5 is trying to make a world-class perfumery experience accessible to those who appreciate fine craftsmanship without overpaying for branding and exclusivity. The brand prioritises luxury formulations at honest pricing, ensuring that premium fragrances are no longer out of reach for Indian consumers.

As a digital-first brand, the company receives 65% of its orders from its website, while the remaining come from Amazon (25%) and other digital marketplaces (10%). The company has also expanded to quick commerce on platforms such as Zepto, Blinkit, and Instamart, expecting it to drive revenue by nearly 30%.

To deepen its reach, House Of EM5 has implemented an experiential marketing model at airports, offering free sampling to introduce the brand to new customers. The company is creating a distinct positioning in an already crowded D2C fragrance market with unique compositions and sophisticated scents, rather than relying on generic, mass-market fragrances.

UNIQUE STORYTELLING DRIVES 4X GROWTH IN REVENUES

FY2024 REVENUE CONSUMERS SERVED

2 L+ ₹7.08 Cr+ PRODUCTS SOLD 5 L+

House Of EM5 partners with premium office spaces, fitness centres, and other high-footfall locations to expand its sampling initiatives, taking the brand to new customers through offline experiential marketing.

Its revenues for FY24 surged to INR 7.08 Cr from INR 1.43 Cr in FY23, marking a 4X growth in just a year.

The core driver of this growth has been the brand’s strategic approach to content marketing and customer education through unique storytelling.

Rather than just selling perfumes, House Of EM5 crafts a sensory experience for customers, using digital content, product education, and scent narratives to drive deeper engagement.

WHAT LIES AHEAD FOR HOUSE OF EM5

In the long term, the D2C fragrance brand is working to establish a stronger presence in select retail and experiential spaces to improve brand visibility and engagement. The company is also exploring partnerships with boutique perfumeries to make its products available in physical stores, catering to a growing base of discerning fragrance lovers.

Additionally, House Of EM5 plans to launch exclusive collections to maintain brand uniqueness and further carve its niche in the market. With a strong growth trajectory, the brand is projected to close FY25 at INR 20 Cr, cementing its position in India’s premium D2C fragrance space.

WHAT’S UP WELLNESS 02

FOUNDED IN

HEADQUARTERS

Gurugram

Simplifying Nutrition With Guilt-Free Gummies

Simplifying nutrition with innovative, guilt-free gummies that fit seamlessly into modern, fast-paced lifestyles

TOTAL FUNDING

INR 17.47 Cr+

CATEGORY

Health & Wellness

FOUNDER(S)

Vaibhav Makhija, Sayantani Mandal

COMPETITORS

Mosaic Wellness, Wellbeing Nutrition, OLLY Nutrition

KEY INVESTORS

Soumya Kant (Clovia), Mohit Bajaj & Deep Bajaj (Sirona), Unilever Ventures, Aman Gupta (boAt), Vineeta Singh (SUGAR), Anupam Mittal (Shaadi.com)

NUMBER OF SKUs

10+

The demands of fast-paced corporate life have taken a toll on professionals, impacting their health in ways that often go unnoticed. For over a decade, Vaibhav Makhija and Sayantani Mandal experienced this firsthand, dealing with long hours, unhealthy eating habits, and the growing pressures of urban living. They saw a clear trend — poor nutrition, high stress, and toxic environments in Indian cities were leading to premature hair fall, dull skin, joint pain, and disrupted sleep cycles.

While people wanted to prioritise their health, they lacked the time to commit to elaborate wellness routines. A deep dive into the nutraceuticals market led them to explore alternative solutions — ones that were effective yet easy to integrate into a busy lifestyle. They found their answer in health gummies, a format that required no extra effort while delivering essential nutrients in a fun and convenient way. This insight laid the foundation for What’s Up Wellness, a D2C brand focussed on making nutrition effortless for modern consumers.

SIMPLIFYING NUTRITION WITH GUMMIES

What’s Up Wellness has positioned itself as a brand that helps people meet their daily nutritional needs in under ten seconds — a compelling value proposition for busy professionals. Rather than creating complicated regimens, the company designs products that address specific concerns like skin and hair health, sleep, gut issues, and overall wellness.

Among its most popular products is the Sleep Gummies, which have gained immense traction, becoming the second best-selling sleep aid across online channels, trailing behind only Vicks from P&G. The Beauty Gummies for hair, skin, and nails have also seen strong demand, offering a collagen-boosting formula designed to support healthy hair and glowing skin. Meanwhile, the What’s Up Gut Health Gummies provide a blend of probiotics and prebiotics to improve digestion, while the What’s Up Shilajit Gummies aim to enhance stamina, energy, and overall vitality.

By making wellness delicious, easy, and accessible, What’s Up Wellness is transforming the way people approach daily nutrition.

THE QUICK COMMERCE BOOST

FY2024 REVENUE CONSUMERS SERVED 8 L+ ₹24.4 Cr+ PRODUCTS SOLD 14 L+

The startup has seen remarkable growth, scaling fivefold year-on-year and achieving breakeven in the last quarter of CY24. Its revenue surged from INR 5.45 Cr in FY23 to INR 24.4 Cr in FY24, reflecting a massive 347% jump in just one year. The company attributes much of this success to quick commerce platforms like Blinkit, which have fuelled over 30% month-on-month growth. As consumers increasingly turn to instant delivery for everyday essentials, quick commerce has given What’s Up Wellness a direct and efficient way to reach its audience.

Despite being an online-only brand, its revenue streams are welldiversified. Half of its sales come from traditional marketplaces like Amazon and Flipkart, while quick commerce platforms are rapidly

catching up as key growth drivers. By strategically leveraging both marketplaces and instant delivery channels, What’s Up Wellness is ensuring that it is present wherever consumers are shopping.

SCALING UP TO INR 100 CR

With strong tailwinds behind it, What’s Up Wellness is setting its sights higher. In FY25, the company aims to reach INR 38 Cr in revenue, a significant leap from its current scale. But the bigger vision lies beyond — by 2026, the brand is targeting INR 100 Cr, expanding into three to four new subcategories while maintaining its low-SKU, high-impact strategy.

Unlike brands that flood the market with countless variations, What’s Up Wellness is taking a focussed approach, ensuring deep market penetration and sustained brand recall. Instead of being just another supplement brand, it is building a brand that seamlessly fits into modern lifestyles — one gummy at a time.

MYMUSE 03

FOUNDED IN 2020

TOTAL FUNDING

INR 33.8 Cr

FOUNDER(S)

Sahil Gupta, Anushka Gupta

HEADQUARTERS

Mumbai

Crafting A Modern Approach To Intimacy And Self-Care

Redefining intimacy with discreet, high-quality sexual wellness products designed for a modern and open-minded India

COMPETITORS

Durex, TTK Healthcare, Leezu’s

CATEGORY

Health & Wellness

KEY INVESTORS

Sauce.vc, Saama, Whiteboard Capital

NUMBER

WWW.MYMUSE.IN

In India, where conversations around intimacy and sexual wellness remain largely taboo, access to high-quality adult products has been overlooked for far too long. While demand existed, consumers often faced stigmatisation, poor product quality, and a lack of transparency. Recognising this gap, Anushka Gupta, a Tufts University alumna, and Sahil Gupta, a Harvard alumnus, set out to create a modern, inclusive, and accessible sexual wellness brand.

Pivoting from their content-first approach, the duo decided to offer premium, thoughtfully designed products that make intimacy comfortable, safe, and stigma-free. This vision led to the launch of MyMuse, a D2C brand dedicated to redefining sexual wellness in India. Since its inception, the brand has served over 3.7 Lakh customers across 800+ cities, making it one of the fastest-growing names in the category.

A CLINICALLY APPROVED APPROACH TO INTIMACY

MyMuse has positioned itself as a pioneer in sexual wellness, offering a curated selection of 50+ products ranging from full-body massagers and lubricants to intimate oils, couple’s games, and gift kits. Each product is designed to enhance experiences while prioritising comfort and accessibility.

Setting itself apart from low-quality, unregulated products in the market, MyMuse ensures that every item undergoes rigorous quality checks. Transparency is a key pillar of the brand, with clear labelling on materials, ingredients, and safety standards. Products made from medical-grade silicone and dermatologist-approved lubricants are prominently mentioned, helping customers make informed, confident choices.

Understanding that discretion is a major concern for consumers, MyMuse provides secure and unmarked packaging while also educating customers through its content platform, unLearn. This initiative aims to break myths, answer common questions, and normalise conversations around sexual wellness in a country where open discussions on intimacy remain rare.

RIDING THE QUICK COMMERCE WAVE

FY2024 REVENUE CONSUMERS SERVED 3.7 L+ ₹36 Cr+ PRODUCTS SOLD 4.1 L+

Initially, MyMuse began its journey with traditional marketplaces like Amazon, but as consumer behavior shifted towards instant access and convenience, the brand expanded into quick commerce platforms such as Zepto, Blinkit, and Swiggy Instamart.

This strategic move paid off — in 2024, MyMuse recorded an astounding 670% growth in its quick commerce revenue, making on-demand sexual wellness a reality for Indian consumers. In FY24, the brand’s revenue surged 90% YoY, reaching INR 36.03 Cr. Additionally, the company became EBITDA positive in the last five to six months of 2024, indicating a strong financial foundation for future expansion.

Currently, MyMuse’s monthly recurring revenue (MRR) exceeds INR 5 Cr, showcasing sustained demand and a growing consumer base. Moreover, the sexual wellness startup has successfully retained its spot from the previous year in the FAST42’s 2025 edition.

WHAT’S NEXT FOR MYMUSE?

Looking ahead, MyMuse is preparing for large-scale expansion across India, with a strong focus on tier 2 and 3 cities where demand is growing but access remains limited. The brand aims to establish an omnichannel presence, build a stronger distribution network, and expand its product range to cater to different consumer life stages—positioning itself as India’s go-to brand for bedroom essentials.

With these growth initiatives in place, MyMuse is targeting INR 57 Cr in revenue for FY25, further solidifying its position as a category leader in India’s rapidly evolving sexual wellness market.

MASTERCHOW 04

FOUNDED IN 2020 HEADQUARTERS New Delhi

Bringing Restaurant-Style Asian Flavours To Every Indian Kitchen

Making restaurant-style Asian meals effortless at home with authentic, easy-to-cook sauces, noodles, and condiments

FOUNDER(S)

Vidur Kataria, Sidhant Madan

CATEGORY

COMPETITORS

KEY INVESTORS

Tanglin Ventures, Peak XV

Ching’s Secret NUMBER

When engineer Vidur Kataria returned to India from the UK in 2014, he longed for authentic Chinese flavours but found them mostly confined to five-star hotels or select eateries.

Seeing a gap in the market, he teamed up with his childhood friend Sidhant Madan to launch Wok Me, a QSR chain, in 2016. The business grew to six outlets, but the pandemic forced them to shut it down. Even after closing, customers kept reaching out, craving the signature flavours they had perfected.

This sparked a new idea — if people couldn’t visit their restaurant, why not bring restaurant-quality Chinese flavours to their homes? In 2020, they launched MasterChow, a D2C brand offering ready-to-cook and ready-to-eat Chinese and pan-Asian foods.

RESTAURANT-STYLE COOKING AT HOME

MasterChow sets itself apart with authentic flavours, in-house production, and a diverse product range. What began with just six cooking sauces has now grown to 45 SKUs, including sauces, condiments, vinegar, noodles, and chilli oil.

Unlike mass-produced alternatives, MasterChow controls quality end-toend by manufacturing in-house and sourcing fresh ingredients daily from local vendors. This ensures consistency and a premium taste.

With a strong focus on product innovation and consumer education, the brand has made restaurant-style Asian meals easy to prepare at home, bringing an authentic dining experience to every kitchen.

MASTERCHOW’S NEARLY 300% REVENUE LEAP

MasterChow has achieved a staggering 296% revenue jump from INR 10.1 Cr in FY23 to over INR 40 Cr in FY24. Its customer base has grown exponentially to 10 Lakh, driven by a strong focus on authenticity and innovation in the Asian packaged food segment. Backed by Tanglin Ventures and Peak XV, MasterChow has raised over $9 Mn in funding.

25 L+ ₹40 Cr+

Some of the key milestones the brand achieved in 2024 include signing celebrity chef Ranveer Brar as its brand ambassador and launching new products like KChow Korean Ramen. The brand has also been actively refining its product-market fit, leveraging marketplaces like Amazon, Flipkart, JioMart, Blinkit, and Swiggy to reach a wider audience.

10 L+

WHAT’S MORE ON MASTERCHOW’S MENU?

The brand is on track to reach INR 100 Cr in revenue by the end of FY25 and aims to build a INR 200 Cr business by 2026 with deeper penetration into tier 2 cities. MasterChow is also rapidly scaling its operations, expanding both online and offline.

The brand is aggressively growing its offline presence. It is currently present at 2,500 offline outlets, including modern trade stores and self-service stores. Going forward, it aims to dominate the Asian packaged food category in India and expand to 10,000 stores.

HAMMER LIFESTYLE 05

FOUNDED IN 2020 HEADQUARTERS

Panipat

Where Smart Design Meets

Everyday Functionality

Delivering smart, stylish, and affordable personal tech, from wearables to audio gear, for India’s young and tech-savvy consumers

TOTAL FUNDING

Bootstrapped

FOUNDER(S)

Rohit Nandwani

COMPETITORS

Fire-Boltt, Noise, boAt

NUMBER OF SKUs

45+

CATEGORY Consumer Electronics

India’s Fast-Moving Electrical Goods (FMEG) sector has seen rapid expansion in recent years, driven by urbanisation, infrastructure development, and a growing appetite for consumer electronics. While global giants like Sony, Samsung, and Bose have long dominated the audio and wearables segment, the market lacked trendy, durable, and affordable personal tech products that catered specifically to young Indian consumers.

Recognising this gap, first-generation eentrepreneur, Rohit Nandwani decided to disrupt the market. In 2019, he launched Hammer Lifestyle, a D2C personal tech brand offering smart, affordable, and stylish products that seamlessly integrate into modern lifestyles. From smart toothbrushes and smart plugs to smartwatches, earphones, and neckbands, Hammer is redefining how Indians interact with everyday technology.

BLENDING AFFORDABILITY WITH INNOVATION

Hammer has built its brand by striking the right balance between high quality and affordability. Unlike many tech brands that cater exclusively to either premium buyers or budget-conscious consumers, Hammer has carved a niche in the mid-premium segment, offering products that are feature-rich, stylish, and durable — without an exorbitant price tag.

Its product range includes audio wearables like Hammer Screen TWS and Bash Max headphones, alongside new-age essentials like GaN chargers. These products not only keep up with global tech trends but are also designed with Indian consumers in mind, ensuring comfort, usability, and long-term durability.

By constantly evolving and launching innovative new products, Hammer is bridging the gap between cutting-edge technology and everyday affordability, making premium experiences more accessible.

EXPANDING FOOTPRINT ACROSS DIGITAL & OFFLINE CHANNELS

FY2024 REVENUE CONSUMERS SERVED 20 L+ ₹37 Cr+ PRODUCTS SOLD 20 L+

Hammer has grown by leveraging both ecommerce and offline retail networks. The brand sells its products through its website, major ecommerce platforms like Amazon, Flipkart, Myntra, and Nykaa, and quick commerce channels like Tata CLiQ and Swiggy Instamart.

To strengthen its offline presence, Hammer has partnered with large-format retail chains like Reliance Retail, a strategic move that enhances credibility, boosts brand visibility, and fosters consumer trust.

This omnichannel approach has fuelled steady revenue growth, with Hammer’s earnings rising from INR 24.3 Cr in FY23 to INR 37 Cr in FY24.

To further accelerate its expansion, the company introduced India’s first TWS with a built-in screen, reinforcing its commitment to disruptive product innovation.

SCALING UP: THE ROAD AHEAD

Hammer is now competing with established players like FireBoltt, Noise, and boAt, having already served over 20 Lakh users.

With a diverse portfolio of 45 SKUs, the brand is targeting INR 45 Cr in revenue for FY25 and aims to drive growth through quick commerce expansion and entry into international markets.

FOUNDED IN 2020 HEADQUARTERS

Mumbai

Bringing Functional Clothing To Medical Professionals

TOTAL FUNDING

Undisclosed

FOUNDER(S)

Abhijeet Kaji, Vanshika Kaji

CATEGORY

Fashion & Apparel

COMPETITORS

PrimeSurgicals, Febris, Desco India, GPC Medical, IndoSurgicals

KEY INVESTORS

DSG Consumer Partners, Promoters of Narayana Health and Cipla Health

NUMBER OF SKUs

250+

With an innovative take on medical apparel, Knya is helping healthcare professionals feel comfortable, confident, and work-ready every day

India’s healthcare sector operates under immense pressure, with a stark imbalance in doctor-to-patient ratios — one doctor for every 883 patients. This shortage places an extraordinary burden on medical professionals, whose demanding schedules and high-stakes responsibilities often leave little room for personal well-being. Despite their indispensable role in society, healthcare workers have long been overlooked in many aspects, including the very essentials they wear every day — functional, comfortable medical apparel.

Mumbai-based entrepreneurs Abhijeet and Vanshika Kaji, having grown up in families of doctors, witnessed these challenges firsthand. They observed how the medical apparel industry in India remained highly fragmented, with most professionals relying on ill-fitting, low-quality uniforms sourced from local vendors. This led them to launch Knya, a direct-to-consumer (D2C) brand that exclusively caters to the workwear needs of doctors, nurses, and medical staff.

KNYA’S KEY THESIS

Medical apparel in India has long been an unorganised and neglected segment, with most professionals relying on low-quality, mass-produced uniforms. Sourcing from local vendors often meant inconsistent sizing, poor fabric quality, and a lack of durability. Knya saw an opportunity to disrupt this space by offering functional, high-quality, and stylish medical wear that allows doctors, nurses, and medical staff to perform at their best while feeling comfortable.

In a market which is full of challenges such as low awareness, trust issues, sizing complexities, and the need for market education on quality and durability, Knya is enabling teams at over 1K institutions to move, operate, and function with comfort and style.

Unlike traditional medical apparel brands that rely on conventional retail, Knya has embraced a digital-first approach. The brand has built a strong presence across ecommerce marketplaces and recently expanded into quick commerce, ensuring that healthcare professionals can access high-quality workwear in under 10 minutes.

While India’s medical apparel market remains largely unorganised, however, the country’s hospital gown market alone was valued at $137.41 Mn in 2024 and is expected to grow with a CAGR of 11.54% through 2030. As India’s healthcare infrastructure expands, the demand for standardised, high-quality medical apparel is expected to rise, gradually bringing more organisation to this fragmented market.

5 L+

7 L+

KNYA’S PATH TO EXPANSION

Knya witnessed a strong 150% increase in both revenue and total orders in 2024. The earnings for the niche apparel brand soared by 166.7%, rising from INR 12 Cr in the financial year 2022-2023 (FY23) to INR 32 Cr in FY24.

Additionally, the brand secured a presence on rapid delivery platforms such as Blinkit, Instamart, and Zepto, which played a crucial role in its expansion last year.

For FY25, Knya projects to cross INR 80 Cr by the end of the current financial year. Looking ahead to 2026, the company is planning to expand its reach across the country and diversify its product range. Knya is also aiming to improve its sales prospects with its first brand outlets and deeper penetration into online marketplaces to set the stage for the next round of growth for the company.

ADILQADRI 07

FOUNDED IN 2018 (As Proprietorship), 2020 (As Private Company)

TOTAL FUNDING INR 50 Lakh+

FOUNDER(S)

Adil Qadri

COMPETITORS

Bella Vita, Ajmal

KEY INVESTORS

Vineeta Singh (SUGAR)

NUMBER OF SKUs

50+

HEADQUARTERS

Gujarat

Bringing Attars Back Into The Spotlight

CATEGORY

Beauty & Personal Care

Redefining the fragrance experience with authentic attars, elegant packaging, and a seamless blend of tradition and modernity

Adil Qadri was on the scent to do something on his own. Dropping out of the school at an early age because of asthma, and driven by his entrepreneurial spirit, the man sniffed potential in the family’s small-scale business of attars and fragrances.

AdilQadri Perfumes was born out of his plight and passion.

Qadri combined his expertise in technology, which he had achieved during his earlier stints in mobile repairing, website designing, and digital marketing, with his deep-rooted links to perfumery. AdilQadri was launched as a D2C luxury attar and perfume brand in 2018 with a focus on modernising traditional scents while keeping them accessible.

His experience in online business, dropshipping and apparel ecommerce helped shape the business. Although his earlier attempts didn’t fetch him much success, they left him enriched with precious lessons in business and branding.

ADILQADRI’S FRESH SPIN ON FRAGRANCES

Qadri saw potential in modernising the largely unorganised and fragmented attar market while ensuring quality through strict standardisation. To achieve this, the brand ensures consistency in every batch with stringent quality control, which sets it apart in a market where attars vary not just by fragrance but also by longevity and purity.

Considered old-fashioned, attars have limited appeal to younger consumers. AdilQadri blends traditional Arabic perfumery with modern French notes, making them more relevant to today’s consumers.

AdilQadri also differentiates itself by replacing outdated packaging with a fresh design, focussing on branding, and introducing attar gift sets to reach a wider audience.

FY2024 REVENUE CONSUMERS SERVED 20 L+ ₹80.1 Cr+ PRODUCTS SOLD 30 L+

CRAFTING SCENTS THAT RESONATE WITH GENZ

In just a year, the D2C brand has grown from INR 17.55 Cr in FY23 to INR 80.1 Cr, further surpassing INR 120 Cr in CY2024. Throughout 2024, it consistently received over 1.2 Lakh orders each month.

AdilQadri has expanded its offline presence by opening 20 outlets last year, taking the count of exclusive brand outlets past 40 across India. The AdilQadri attars and perfumes are also available on major marketplaces like Amazon, Flipkart, Zepto, Blinkit, and Nykaa, which further widens its reach.

The brand shot to fame after its appearance on Shark Tank India Season 3, which gave a significant boost to its visibility. It secured a deal with Vineeta Singh, CEO of SUGAR Cosmetics, for INR 1 Cr in exchange for 1% equity.

Looking ahead to 2026, the brand aims to strengthen its online presence while rapidly scaling its offline footprint with two more exclusive brand outlets planned for every month. On the financial front, the brand is on track to close FY25 with INR 200 Cr in revenue.

SAADAA 08

FOUNDED IN 2018

TOTAL FUNDING Bootstrapped

FOUNDER(S)

Akshay Shivpuri, Mahesh Tekwani

HEADQUARTERS

Jaipur

Transforming Wardrobes With Effortless Minimalism

Revolutionising everyday fashion with simple, high-quality clothing that blends sustainability with effortless style

COMPETITORS

Uniqlo, MUJI

NUMBER OF SKUs

1,100+

CATEGORY Fashion & Apparel

WWW.SAADAA.IN

In an era of fast fashion and mass consumerism, where choice often leads to confusion rather than convenience, simplicity is becoming a rare luxury. The fashion industry, known for its wasteful practices, has long ignored the need for mindful consumption.

Recognising this gap, childhood friends Akshay Shivpuri and Mahesh Tekwani set out to create a brand that embodies minimalism, sustainability, and practicality—SAADAA, which translates to “simple” in Hindi.

Their journey began over conversations at Blue Beds Hostel, their backpackers’ accommodation in Jaipur, where they often discussed the impact of overconsumption. They envisioned a brand that moves away from trenddriven fashion, focussing instead on simple and practically sustainable clothing at an affordable price.

In 2024, the D2C brand was featured in the FAST42 list, securing the 26th position. This year, it has risen to the 8th spot, reflecting significant growth and recognition.

MINIMALIST DESIGNS, SUSTAINABLE OPERATIONS

SAADAA tackles a common problem — overcrowded markets full of choices but lacking simple, quality clothing. The brand offers wardrobe staples made from breathable fabrics like cotton and linen, designed for durability and versatility. By focussing on timeless classics rather than fleeting trends, SAADAA is reshaping how people approach everyday fashion.

However, the brand’s philosophy extends beyond clothing. Every aspect of its operations is designed to be as sustainable and ethical as possible. The company employs over 200 tailors, ensuring fair wages and responsible production. From recycled cotton bags to plantable seed paper tags and visiting cards, SAADAA prioritises conscious consumption at every step.

SHARP JUMP IN REVENUE AFTER MENSWEAR FORAY

FY2024

CONSUMERS SERVED 7 L+ ₹28.5 Cr PRODUCTS SOLD 20 L+

SAADAA primarily drives sales through its website while also expanding its reach via marketplaces like Amazon and Myntra. Initially launched as a women’s fashion brand, the company ventured into menswear in 2024 and is now broadening its focus beyond apparel into new product categories.

Further diversifying its offerings, SAADAA supplies school uniforms to four institutions and has emerged as a top-selling brand on Amazon in the women’s bottomwear category. In the financial year 2023-2024 (FY24), the brand experienced remarkable growth, with revenue surging 223% from INR 8.83 Cr in FY23 to INR 28.5 Cr. This expansion was accompanied by over 100% growth in its customer base and social media following, strengthening its market position.

SCALING NEW HORIZONS

The brand operates within a $1.7 Bn (INR 14,000 Cr) market in India, catering to urban consumers who seek high-quality everyday basics. According to the brand’s estimates, the demand is largely driven by women’s daily wear, a $1.2 Bn opportunity, and men’s daily wear, valued at $500 Mn. SAADAA is tapping into this demand, targeting 20% of urban women and 7% of urban men, who are increasingly investing in wellmade, everyday clothing.

For the current financial year, SAADAA is on track to achieve 82.5% revenue growth, reaching INR 52 Cr, driven by its commitment to minimalist living and high-quality essentials. To scale further, the brand is introducing a franchise owned company operated (FOCO) model, expanding its store presence while maintaining efficiency.

Beyond apparel, SAADAA is looking to evolve into a broader lifestyle brand, focusing on essentials like food, clothing, and housing. The company has plans to enter the affordable housing segment by 2025 and is also considering a public listing to fuel its next phase of growth.

FLO MATTRESS 09

FOUNDED IN 2018 (As Proprietorship), 2021 (As Private Company)

TOTAL FUNDING

Undisclosed

HEADQUARTERS

Mumbai

Making Premium Sleep Affordable For Every Indian

CATEGORY

Home & Furnishing

FOUNDER(S)

Gaurav Zatakia

COMPETITORS

Sleepwell, Wakefit, Kurlon, The Sleep Company

KEY INVESTORS

Mistry Ventures

NUMBER OF SKUs

10+

With a digital-first model and customer-centric innovation, Flo is challenging traditional mattress brands and redefining sleep essentials

For Gaurav Zatakia, venturing into the B2C mattress and sleep essentials market was anything but a smooth transition. Having spent nearly a decade building Hush, a premium B2B mattress brand supplying leading hotel chains like Taj, Marriott, and Hyatt, he had firsthand experience with the industry’s inefficiencies. When he tried expanding Hush into the B2C market through traditional retail channels, he faced significant roadblocks—retailers demanded profit margins exceeding 40%, making high-quality mattresses too expensive for most Indian consumers.

Zatakia saw a broken supply chain and realised that the only way to fix it was by cutting out intermediaries and reimagining the distribution process. Around the same time, the West was witnessing a D2C revolution in the sleep industry, where brands were leveraging online distribution to deliver high-quality products at lower prices. Inspired by this shift, Zatakia launched Flo Mattress in 2018, a direct-toconsumer brand aimed at making premium sleep solutions affordable, accessible, and hassle-free.

A NEW APPROACH TO SLEEP ESSENTIALS

Flo is transforming the way Indians shop for sleep products by leveraging tech-enabled compressed packaging and a seamless purchasing experience. By eliminating middlemen, the brand has cut the cost of premium mattresses by at least 50%, delivering them in compact, easyto-handle boxes. Customers can try the mattress for 100 nights risk-free before making a final purchase, backed by a 10-year warranty — a USP that sets Flo apart in the competitive market.

With a growing catalogue of over 10 SKUs, Flo offers flagship products like Flo Ergo and Flo Ortho mattresses, the Flo Anti-Gravity Mattress, adjustable pillows (extra soft and extra support), an aloe vera-infused mattress protector, and super-soft bedsheets. The entire buying experience is designed to be simple and transparent, with clear information on the different foams and materials used in each product.

SCALING WITH GROWTH & INNOVATION

FY2024 REVENUE CONSUMERS SERVED 5 L+

Cr+ PRODUCTS SOLD 10 L+

Flo’s steady traction over the years has translated into impressive financial growth. The brand’s net revenue doubled from INR 35.5 Cr in FY23 to INR 73.5 Cr in FY24. To date, it has sold over 10 Lakh products, serving a customer base of more than 5 Lakh. To support its expansion, the company set up a 35,000 sq ft manufacturing facility in Hyderabad, reinforcing its commitment to scale efficiently.

Flo’s products are available on major ecommerce platforms like Amazon and Flipkart, and the brand recently entered the quick commerce space with its launch on Zepto, tapping into the growing demand for instant deliveries.

It is pertinent to note that the D2C brand has significantly climbed the ranks, improving from 25th place in the 2024 Fast42 list to securing the 9th spot this year.

THE ROAD AHEAD

The demand for customised and premium sleep solutions in India is rising, and Flo is positioning itself at the forefront of this shift. With a targeted net revenue of INR 140 Cr in FY25, the brand is doubling down on innovation, scaling its online and offline presence, and expanding its product portfolio.

Looking further ahead, Flo aims to become a dominant player in the premium sleep solutions market, targeting INR 500 Cr in net revenue by FY28 with a projected 15% EBITDA. As more consumers prioritise comfort, convenience, and quality, Flo is set to redefine the way India sleeps — one mattress at a time.

WELLBE FOODS 10

FOUNDED IN 2020 HEADQUARTERS Bengaluru

Making Everyday Eating Healthier Without Compromising On Taste

By eliminating refined oils, artificial preservatives, and hidden additives, WellBe Foods is bringing true transparency to packaged foods

TOTAL FUNDING Bootstrapped

CATEGORY Food & Beverage

FOUNDER(S)

Gaurav Manchanda

COMPETITORS

The Whole Truth, Yoga Bar

NUMBER OF SKUs

100+

After spending years in the US, Gaurav Manchanda saw how ultra-processed foods — sugary cereals, snacks with artificial additives, and preservative-laden ready-to-eat meals — had become the norm.

When he returned to India, he noticed that the same trend had engulfed the nation too. Supermarket shelves were filled with products packed with refined flour, palm oil, and synthetic preservatives, while genuinely clean, nutritious alternatives were hard to find.

Even products marketed as “healthy” contained hidden additives, making it difficult for consumers to make informed choices. Manchanda saw a clear market opportunity at a time when Indian consumers were becoming more healthconscious. The next step was to pave the way for food options that were clean and savoury, leading to the inception of WellBe Foods.

However, the biggest challenge was to create everyday food free from harmful ingredients without compromising on taste.

After months of research, Manchanda launched WellBe Foods, part of the Nimida Group in 2020. It offers a range of snacks, bars, breakfast options, and kitchen staples like atta, rice, pulses, cold-pressed oils, and ghee, all free from harmful chemicals and additives.

WELLBE’S PLATTER OF CLEAN SNACKS

According to the founder, what sets the brand apart is its transparent approach. WellBe offers everyday essentials and snacks that are genuinely clean and free from artificial additives, preservatives, and refined oils.

The D2C startup also ensures that every product meets strict quality standards without compromising on taste. From cold-pressed oils and ghee to snacks and breakfast options, everything is crafted with carefully sourced, all-natural ingredients, the founder claims.

Despite facing numerous challenges such as educating consumers about clean eating, balancing affordability with quality, and innovating to create snacks free from common additives like maida and palm oil, WellBe Foods has been able to remain committed to its promise of offering foods that are free from refined oils, palm oil, synthetic preservatives, artificial colours, flavours, sweeteners, and other additives.

WELLBE’S CLEAN GROWTH STORY

Wellbe’s revenue grew by 133% from INR 3 Cr in the financial year 202223 (FY23) to INR 7 Cr in FY24. In addition, the brand has expanded its product portfolio with the launch of four new items — Onion Kodbale, Peri Peri Chakli, Khara Ompudi, and Butter Murukku, offering more clean and tasty snacking options.

The brand has also revamped its packaging to better reflect its thesis. It has also strengthened its retail presence and expanded in key markets like Hyderabad and Chennai.

Going forward, the D2C startup is looking to enhance its quick commerce footprint. With over 20 Lakh+ products sold, the Bengaluru-based startup is targeting INR 10 Cr in FY25 revenues. Going forward, WellBe Foods is focussed on expanding its product portfolio and deepening its market presence. The D2C brand plans to launch 40 new snacks by next year.

HAUS & KINDER 11

FOUNDED IN 2018 (As Proprietorship), 2020 (As Private Company)

TOTAL FUNDING INR 20 Cr

FOUNDER(S)

Saket Dhankar, Kanupriya Anand

HEADQUARTERS

Mumbai

Reimagining Home Essentials With A Fashion-Forward Touch

CATEGORY

Home & Furnishing

COMPETITORS

Spaces, Trident, Raymond Home, Portico by Reliance Retail

KEY INVESTORS

Desai Ventures

NUMBER OF SKUs

1,500+

With modern aesthetics and a D2C-first approach, Haus & Kinder is turning everyday essentials into lifestyle statements for the new-age Indian consumer

When IIT-Bombay and IIM-Calcutta alumnus Saket Dhankar spent over two decades in fashion and lifestyle — leading growth at ITC’s Lifestyle Business and heading Lakmé Fashion Week — he realised that India’s home and baby essentials market lacked a strong, design-forward brand. Inspired by globally renowned players like Pottery Barn and Crate & Barrel, he saw an opportunity to build a modern, premium yet accessible brand for urban consumers.

In 2018, he and his wife, Kanupriya Anand, founded Haus & Kinder, a D2C brand that blends fashion and functionality in home and baby essentials. The brand was built with a vision to disrupt the traditional home textiles space, where mass-market players focused on functionality over aesthetics. Haus & Kinder aimed to reinvent the category by offering modern, trend-driven, high-quality products catering to young Indian families.

REDEFINING THE MARKET EQUATION

The company operates in two key categories, which include H&K Home, offering home essentials such as bedsheets, comforters, cushion covers, curtains, and towels, and H&K Baby, which offers a series of baby products such as bedding, clothes, swaddles, blankets, toys, play mats and other gift items.

The Indian home décor and furnishings market is projected to surpass $40 Bn by 2030, growing at 10% CAGR, driven by urbanisation, rising disposable incomes, and evolving consumer preferences. Meanwhile, the baby care market in India is estimated to be worth $20 Bn, expanding as more millennial parents prioritise quality and safety. Haus & Kinder is tapping into this dual opportunity, focussing on premium, aspirational, and design-driven products that blend style with comfort.

The brand aims to redefine these categories, taking them from a basic necessity-driven segment into a high-involvement, fashion-forward space, using modern aesthetics, superior quality, and trend-driven designs.

The D2C brand is leveraging an omnichannel strategy to maximise its reach, selling across multiple platforms while strengthening its D2C model with an engaging user experience on its website.

FY2024

REVENUE CONSUMERS SERVED 10 L+ ₹65.9 Cr+ PRODUCTS SOLD 20 L+

DOUBLING GROWTH WITH Q-COMMERCE

Haus & Kinder was able to record strong growth in the financial year 2023-2024 (FY24) as it continued to expand its product portfolio. It achieved a 2.2X revenue increase from INR 30.25 Cr in FY23 to INR 65.9 Cr in FY24.

The brand has also expanded across online marketplaces such as Amazon, Flipkart, and Nykaa Fashion, while also expanding into the quick commerce category. With new collections in bedding, towels, and baby essentials, the company has taken its SKU count to over 1,500 across 10 categories.

SCALING HAUS & KINDER INTO A LIFESTYLE POWERHOUSE

Looking ahead, Haus & Kinder is targeting INR 100 Cr in revenue in FY25, a 51.7% increase from FY24. Key growth drivers include expanding its offline footprint, strengthening its D2C website, and venturing into new high-demand product categories across the home and baby verticals.

By 2026, Haus & Kinder plans to reach INR 250 Cr in revenue, fuelled by brand-exclusive stores, deeper global expansion, and new premium collections. The company is actively working on launching 10+ flagship stores across metro cities, expanding into large-format retail, and increasing its presence in international markets like the UAE and Southeast Asia.

Additionally, sustainability will be a key focus, with the brand set to introduce an eco-friendly product line that aligns with global sustainability trends. Celebrity collaborations and high-impact marketing campaigns are also in the pipeline to solidify Haus & Kinder’s position as a leading lifestyle brand.

SETU NUTRITION 12

WWW.SETU.IN

FOUNDED IN 2020 HEADQUARTERS Mumbai

Where Science Meets Wellness For A Healthier Tomorrow

TOTAL FUNDING

INR 11.28 Cr+

FOUNDER(S)

Nihaal Mariwala

COMPETITORS

Plix, Oziva, Wellbeing Nutrition

CATEGORY Beauty & Personal Care

KEY INVESTORS

Family Offices (Names Undisclosed)

NUMBER OF SKUs

6+

In an evolving nutraceuticals market, Setu Nutrition is delivering scientifically backed health solutions that address long-term well-being

After living in the United States for several years, Nihaal Mariwala was accustomed to a market that sold scientifically proven quality supplements. But, upon returning to India, he noticed a glaring gap in the health supplement category — most products lacked credibility and scientific validation.

While the market was flooded with gimmicky health supplements, traditional beauty solutions only addressed surface-level concerns, leaving the root of the problems unattended. Overall, the health supplement market only made Indian buyers hesitant about their choices.

To bridge this, Mariwala founded Setu Nutrition in 2020. The startup offers a range of research-backed health and beauty supplements.

From skincare to ageing, Setu Nutrition aims to rule India’s growing dietary supplements industry with a range of products designed for the masses. With science-backed formulations, the startup provides a personalised customer experience in various categories such as beauty, sleep and weight management, and mental well-being.

INSIDE SETU NUTRITION’S SCIENCE-BACKED FORMULATIONS

The global beauty ingestible market is experiencing significant growth, with its value projected to increase from $3.86 Bn in 2023 to $9.15 Bn by 2031, reflecting a compound annual growth rate (CAGR) of 11.53% during the forecast period of 2024-2031.

Setu Nutrition’s thesis is to redefine beauty and wellness supplement markets by addressing ‘ageing from within’ rather than just solving surface-level problems.

The startup combines cutting-edge research with natural ingredients to target ageing at a cellular level. With a focus on ‘beauty from within’, Setu Nutrition offers its customers science-backed formulations that promote long-term health.

This surge is driven by a rising consumer inclination towards holistic beauty solutions that promote health from within. Products such as vitamins, minerals, collagen supplements, and co-enzymes are gaining popularity for their benefits to skin, hair, and weight management.

L+ ₹28 Cr+ PRODUCTS SOLD 1 L+

According to Mariwala, what sets the brand apart from its competitors is its focus on addressing the root cause of health concerns rather than providing temporary, quick-fix solutions. The brand aims to establish a new paradigm in the beauty and wellness industry that focuses on healthy ageing and the overall well-being of its customers.

CARVING A NICHE

Setu Nutrition has scaled its presence across major online marketplaces like Amazon, Nykaa, Flipkart, and Tira. In the last 18 months, the startup has been able to carve a niche for itself with its flagship product, Skin Renew, which is also a bestseller on Amazon.

In the financial year 2023-24 (FY24), Setu Nutrition raked in INR 33.5 Cr in revenue (gross sales including GST but excluding returns) a 6X growth compared to FY23. So far, the company has raised INR 11.28 Cr in total funding from family offices.

With consistent efforts and leveraging expert recommendations, verified reviews, and detailed product pages, the company has been able to raise awareness about the importance of supplements, educating and engaging its consumers.

Doubling down on its efforts, Setu Nutrition has set its sights on closing FY25 with INR 40 Cr top line, up 19% year-on-year (YoY). With a 40-person strong team working on 6 SKUs and serving over 2.5 Lakh customers, Setu Nutrition’s long-term vision lies in launching a new line of products and achieving the INR 100 Cr revenue mark by 2026.

NAT HABIT 13

FOUNDED IN 2019

TOTAL FUNDING INR 114 Cr+

FOUNDER(S)

Swagatika Das, Gaurav Agarwal

HEADQUARTERS

Gurugram

Changing The Personal Care Paradigm With Its Natural Formulations

COMPETITORS

Mamaearth, Plum, Himalaya

CATEGORY Beauty & Personal Care

KEY INVESTORS

Bertelsmann India Investments, Peak XV Partners, Fireside Ventures, Amazon India Fund, Mirabilis Investment Trust, Sharrp Ventures

NUMBER OF SKUs

250+

Bringing fresh, preservative-free beauty rooted in Ayurveda to modern routines with sustainable formulations and ingredient transparency

WWW.NATHABIT.IN

Swagatika Das and Gaurav Agarwal had little idea that their shared interest in nature would one day lay the foundation for Nat Habit. Agarwal, who comes from a family of doctors, and Das, with an agricultural background, grew up surrounded by the healing power of nature.

Their childhoods involved homemade skincare, ground herbs, and natural remedies passed down through generations, shaping their interest in natural wellness.

However, when the duo entered the personal care industry, they realised that many products labelled as “natural” contained little to no natural ingredients and were filled with preservatives.

Determined to change this, they created preservative and chemical-free beauty solutions. In 2019, Nat Habit was born to offer 100% natural, fresh and effective skincare and haircare products.

NAT HABIT’S VANITY STACK

The D2C BPC brand claims to offer beauty products crafted using authentic Ayurvedic wisdom. To ensure purity, it manufactures products using grains, pulses, nuts, milk, yogurt, fresh herbs, and flowers in its own Ayurvedic kitchens.

Each product is certified by AYUSH and GMP, guaranteeing quality and safety. Committed to sustainability, the brand uses eco-friendly packaging for 40% of its range. With over 250 SKUs across 40 hair and skincare categories, Nat Habit continues to bring Ayurveda to modern beauty routines.

NAT HABIT DOUBLES ITS TOP LINE

Last year’s top ranker in the FAST42 list, Nat Habit, has seen a remarkable jump in revenue growing from INR 44 Cr in the financial year 2022-2023 (FY23) to INR 80 Cr in FY24. A key reason behind this growth is its strong repeat purchase rate of 52%, as claimed by its founders.

Named Best Natural/Organic Product of the Year by ASSOCHAM, Nat Habit’s products are available across major ecommerce platforms like Amazon, Nykaa, Flipkart, and Myntra, among others.

FY2024 REVENUE CONSUMERS SERVED 30 L+ ₹80 Cr+ PRODUCTS SOLD 1.5 Cr+

It has also taken the quick commerce leap, helped by platforms like Blinkit, Zepto, and Swiggy Instamart.

Since its launch, the brand has raised INR 114 Cr from backers such as Bertelsmann India Investments (BII), Peak XV Partners, Fireside Ventures, Amazon India Fund, Mirabilis Investment Trust, and Sharrp Ventures.

NAT HABIT WALKS ON THE INR 100 CR RAMP

Nat Habit is aiming for INR 130 Cr in revenue by FY25, with an even bigger target of INR 210 Cr by FY26. To get there, the brand plans to strengthen influencer collaborations, invest in community-building, and expand its offline presence.

It is also scaling up quick commerce operations, focussing on optimising product shelf life and streamlining its supply chain to meet growing demand.

In the pipeline is a mobile app designed to enhance customer engagement and simplify shopping. The brand is also gearing up to launch new products, including serums and sunscreens, as it continues to expand its portfolio.

MIRAGGIO 14

FOUNDED IN 2019 HEADQUARTERS

Gurugram

Redefining Luxury In The Modern Age

TOTAL FUNDING

INR 10.4 Cr+

CATEGORY Fashion & Apparel

FOUNDER(S)

Mohit Jain

COMPETITORS

Zouk, Mokobara, Charles & Keith, Steve Madden

KEY INVESTORS

Seven Rivers Holding, East Eight Six Advisors

NUMBER OF SKUs

489+

Empowering modern women with stylish, high-quality handbags that blend contemporary design with everyday functionality

India’s $3.7 Bn handbag market has long been divided between luxury brands that remain out of reach for most and budget-friendly options that often lack quality and design.

While giants like American Tourister and Safari dominate the travel segment, many new-age D2C brands like Zouk, Scarters, Mokobara, and Chumbak are making waves in this segment.

Amid this, Mohit Jain, founder and CEO of MIRAGGIO, saw a significant gap in high-quality, stylish handbags that are both accessible and affordable.

Jain’s entrepreneurial journey began in Canada with a dropshipping business, but he longed to create something he could connect with on a deeper level.

Raised in an entrepreneurial family, he learned early on about the value of resilience, adaptability, and taking calculated risks. This mindset, combined with his recognition of the market gap, helped him build MIRAGGIO in 2019.

MIRAGGIO’S CUSTOMERFIRST PLAYBOOK

In a competitive market, MIRAGGIO focusses on three key areas — design, innovation, and customer engagement.

Unlike most brands that follow seasonal collections, the D2C brand sets itself apart by launching new collections every month, keeping its catalogue fresh and in line with global trends. The brand also emphasises ethical sourcing, durability, and customer-centric innovation, ensuring that each product is not only stylish but also long-lasting.

Some of its flagship products include tote bags, shoulder bags, satchel bags, crossbody bags, cardholders, and backpacks, among others.

MIRAGGIO leverages its D2C model to build a strong, engaged community. Through digital campaigns and an interactive online shopping experience, it creates a personalised connection with its customers, making every purchase more than just a transaction.

NEW LAUNCHES ACCELERATE MIRAGGIO’S REVENUES

FY2024 REVENUE CONSUMERS SERVED 6.5 L+ ₹29.8 Cr+ PRODUCTS SOLD 8.5 L+

Driven by new product launches and a growing customer base, MIRAGGIO has achieved an impressive 100% growth. Its revenue jumped 108% from INR 14.3 Cr in the financial year 2022-23 (FY23) to INR 29.8 Cr in FY24.

With over 8.5 Lakh products sold to date, MIRAGGIO’s growth has been fuelled by regular collection launches, expansion onto quick commerce platforms, and a strong focus on social media marketing and digital ads.

The brand has built a strong online presence through its official website and partnerships with leading platforms like Myntra, Amazon, Ajio, Nykaa, and Tata CLiQ. The startup has also been able to raise over INR 10.4 Cr ($1.2 Mn) from Seven Rivers Holding and East Eight Six Advisors.

MIRAGGIO’S MULTI-BRAND RETAIL DREAMS

MIRAGGIO is gearing up for its next phase of growth with an omnichannel strategy to strengthen customer engagement.

It plans to expand into multi-brand outlets like Broadway and launch offline experiential stores to foster community and brand loyalty. The brand is also eyeing airport retail to attract travellers and boost visibility in premium, high-traffic locations.

Over the next two years, MIRAGGIO aims to triple its revenues by diversifying its product range. New additions like wallets, small leather goods, and laptop bags will help the brand reach a wider audience and solidify its position in the market.

DRINKPRIME 15

FOUNDED IN 2016 HEADQUARTERS

Bengaluru

Disrupting The RO Market With Smart Purifiers

A smart, hassle-free alternative to bottled water and traditional purifiers with zero maintenance and flexible rental plans

TOTAL FUNDING

INR 93.8 Cr+

CATEGORY

Consumer Electronics

FOUNDER(S)

Vijender Reddy Muthyala, Manas Ranjan Hota

COMPETITORS

Livpure, Eureka Forbes, Kent

KEY INVESTORS

Omidyar Network, PeakXV, SIDBI Venture Capital

NUMBER OF SKUs

3+

For many urban dwellers in India, access to safe drinking water remains a persistent challenge. While high-end water purifiers are too expensive for many, plastic water cans — often the go-to alternative — pose serious health risks due to contamination by microplastics and poor hygiene standards. This dilemma was all too familiar to Vijender Reddy Muthyala and Manas Ranjan Hota, two flatmates in Bengaluru who found themselves struggling with the unreliable quality of bottled water.

What began as a simple problem for them soon became the foundation of DrinkPrime, a smart, subscription-based water utility brand. Instead of making users buy expensive purifiers or rely on unhealthy bottled water, DrinkPrime introduced an IoT-enabled smart water purification service with no upfront costs and lifetime free maintenance.

The solution has struck a chord with urban consumers, tapping into India’s growing $6 Bn water purifier and bottled water market, which is expanding at 10–15% annually as awareness around water quality rises.

ADDRESSING PAIN POINTS IN THE RO MARKET

DrinkPrime reimagines the traditional water purifier market with a hasslefree rental model. Unlike conventional water purifiers, which require large upfront investments and recurring maintenance expenses, DrinkPrime allows users to rent high-quality, RO+UV water purifiers with built-in IoT technology, ensuring clean, mineral-balanced drinking water at an affordable monthly fee.

The company’s flagship product, DrinkPrime Copper, infuses water with the health benefits of copper while removing contaminants. Other offerings include DrinkPrime Alkaline and DrinkPrime RO+, catering to different water quality concerns across Indian households.

By focussing on convenience, affordability, and quality, DrinkPrime has gained 1.6 Lakh active subscribers across nine cities, helping users move away from unreliable water cans. Rising from the 27th position in FAST42’s 2024 edition, DrinkPrime not only made it to the list again but also jumped to the 15th position.

DRINKPRIME’S REVENUE SURGE

FY2024 REVENUE CONSUMERS SERVED

1.6 L+ ₹47.8 Cr+ PRODUCTS SOLD 2.5 L+

DrinkPrime has seen remarkable growth, with 20% of its customers coming from online partner marketplaces and a fivefold surge in sales through these channels over the last 18 months.

Its revenues grew by 59% in the financial year 2023-24 (FY24), rising from INR 30.1 Cr in FY23 to INR 47.8 Cr. The company is on track to close FY25 with INR 75 Cr.

The startup has also raised over INR 93.8 Cr and counts Omidyar Network, PeakXV, and SIDBI Venture Capital as its key investors.

WHAT DOES THE FUTURE HOLD FOR DRINKPRIME?

In 2024, the company surpassed 1.5 Lakh active household subscribers and now plans to expand into nine more cities across India.

Looking ahead, DrinkPrime aims to reach 5 Lakh households by 2026. It is also exploring advanced water purification technologies like UTC and UV to enter new markets, speed up service turnaround times, and ensure faster deliveries.

RAS LUXURY SKINCARE 16

FOUNDED IN 2021

HEADQUARTERS

Raipur

Harnessing The Power Of Nature For Modern Skincare

TOTAL FUNDING

INR 74.27 Cr+

CATEGORY

Beauty & Personal Care

FOUNDER(S)

Sangeeta Jain, Shubhika Jain, Suramya Jain

COMPETITORS

Forest Essentials, Kama Ayurveda, L’Occitane

KEY INVESTORS

Unilever Ventures, Amazon Smbhav Venture Fund, Sixth Sense Ventures, Green Frontier Capital

NUMBER OF SKUs

95+

Leading the clean beauty movement with high-performance, nature-derived skincare crafted with transparency and efficacy at its core

For Raipur-based entrepreneur Shubhika Jain, the journey into skincare wasn’t just a business venture but a deeply personal mission. Growing up on her family’s farms in Chhattisgarh, she was surrounded by the healing properties of botanicals, learning first-hand how nature could replenish and protect the skin. However, when she moved to Delhi for her studies at Lady Shri Ram College, she was taken aback by the widespread presence of synthetic beauty products falsely marketed as “natural” and “Ayurvedic.”

Seeing this gap in the beauty market, she set out to build a skincare brand that stayed true to its claims. Teaming up with her mother, Sangeeta Jain, and sister, Suramya Jain, Shubhika founded RAS Luxury Skincare, India’s first ‘Farm-toFace’ brand, combining natural, ethically sourced ingredients with scientific formulations. Their mission was clear — to offer skincare solutions that were genuinely natural, authentic, and effective, without misleading marketing gimmicks.

TAPPING INTO A BOOMING INDUSTRY

India’s beauty and personal care market is witnessing an extraordinary boom, projected to reach $28 Bn by 2030. Consumers today are increasingly aware of the impact of chemicals in beauty products, driving demand for clean beauty solutions. Within this space, the luxury skincare segment is a rapidly growing category, dominated by global giants like L’Occitane and Forest Essentials.

RAS Luxury Skincare differentiates itself by owning its supply chain — sourcing botanicals from partner farms in Raipur and formulating products in its in-house DSIR-approved labs. The brand’s flagship products, including the 24K Gold Radiance Beauty Boosting Face Elixir, Multivitamin Day Cream SPF 30, and Collagen Boosting Advanced Booster Serum, focus on real skin solutions backed by Ayurvedic principles and clinical research.

3 L+ ₹33 Cr+

12 L+

SCALING WITH OMNICHANNEL GROWTH

Since its official launch in 2021, RAS has rapidly expanded its presence across D2C platforms, ecommerce marketplaces, and quick commerce channels. The brand is available on Amazon, Nykaa, Flipkart, Tata CliQ, FirstCry, and Tira, along with instant delivery services like Blinkit, Zepto, and Swiggy Instamart. It has also entered the hospitality sector, partnering with leading luxury hotels like The Oberoi Group and Fairmont to extend its reach.

In the financial year 2023-2024 (FY24), the company recorded a 136% increase in revenue compared to the previous fiscal year. RAS Luxury Skincare has secured INR 42 Cr from Unilever Ventures to expand into hospitality after making it to the FAST42 2024 edition.

By 2026, the company aims to be India’s leading luxury natural skincare brand with a global presence. The brand plans to open 50 exclusive stores and expand across key retail formats. With a growing product portfolio, RAS seeks to cater to diverse skincare needs and deepen customer loyalty.

THE PANT PROJECT 17

FOUNDED IN 2019 HEADQUARTERS Mumbai

Where Custom Tailoring Meets

Everyday Comfort

Bridging the gap between traditional tailoring and modern ready-to-wear with personalised and functional designs

TOTAL FUNDING INR 37 Cr+

CATEGORY Fashion & Apparel

FOUNDER(S)

Dhruv Toshniwal, Udit Toshniwal

COMPETITORS

Raymonds, Louis Philippe, Arrow, Van Heusen, ColorPlus

KEY INVESTORS

Sorin Investments, MGA Ventures, Huddle, Dexter Ventures, Indian Silicon Valley, Arjun Vaidya (V3 Ventures), Avni Biyani (Think9 Consumer)

NUMBER OF SKUs

300+

For Dhruv and Udit Toshniwal, tailoring the perfect fit wasn’t just a business challenge — it was personal. Despite coming from a family that had been in the textile industry for over 45 years, they struggled to find trousers that combined comfort, fit, and effortless style. Frequent visits to tailors and ill-fitting ready-made options highlighted a glaring gap in the Indian market — one that was dominated by legacy brands or unorganised retailers with little to no innovation.

India’s bottomwear market is estimated to be worth over $4 Bn (as per Statista), with a growing preference for customised, high-quality apparel. Global brands like Uniqlo and Lululemon have raised the bar for fit and function, while Indian brands have been slow to adapt. Sensing an opportunity, the Toshniwal brothers leveraged their family’s deep expertise in fabric manufacturing to launch The Pant Project — a D2C brand focused on premium, custom-made, and ready-to-wear bottomwear.

COMPETING WITH LEGACY BRANDS

With The Pant Project, the Toshniwal brothers are trying to address the stagnation in the Indian bottomwear market, which is largely been dominated by legacy brands or unorganised retail with close to no innovation over two decades.

At The Pant Project, customers can order by selecting a design from the catalogue, sharing their size details, and adding custom touches like free monogramming.

The company, featured in the FAST42’s 2024 edition, also offers a set of ready-made range made from cotton, linen, and corduroy. It has also a Power Stretch range that is made from moisture-wicking, wrinkle-free fabric that stretches from all sides.

Starting from its native website, the company has now expanded its presence across online marketplaces like Amazon and Myntra. It also enjoys an offline presence with its seven stores spread across Mumbai, Bengaluru, Chandigarh, and Pune.

FY2024 REVENUE CONSUMERS SERVED 2 L+ ₹31 Cr+ PRODUCTS SOLD 4.5 L+

THE PANT PROJECT’S INR 100 CR AMBITION

The Pant Project has seen rapid growth, nearly doubling its revenue from INR 16 Cr in FY23 to INR 31 Cr in FY24. The expansion of its ready-towear category—including jeans, lounge pants, and sweatpants — has been a key driver of this success.

With over 300 SKUs and 4.5 Lakh products sold, the brand has built a strong customer base of more than 2 Lakh individuals, many of whom are repeat buyers.

Looking ahead, the brand aims to cross the INR 100 Cr revenue milestone in FY25, fuelled by deeper market penetration, offline expansion, and product innovation. Over the next two years, The Pant Project plans to scale across major Indian cities, introduce new categories, and integrate technology-driven solutions to enhance the shopping experience.

ZINGAVITA 18

FOUNDED IN 2020

HEADQUARTERS

Chandigarh

Redefining Everyday Wellness With A Modern Twist

Simplifying preventive healthcare with clean-label, sciencebacked supplements crafted for the modern Indian consumer

TOTAL FUNDING

INR 11.33 Cr+

FOUNDER(S)

Sachin Goel, Dheeraj Nagpal

CATEGORY Health & Wellness

COMPETITORS

Kapiva Ayurveda, Upkarma, Man Matters

KEY INVESTORS

Anicut Capital, Rohit Anand (1digitalstack.ai), Vishesh C Chandiok (GT Bharat LLP), Puru Gupta (True Elements)

NUMBER OF SKUs

15+

A study by the National Institute of Health shows that 61% of Indians are deficient in vitamin D, 54% in iron, 53% in vitamin B12, and 37% lack folic acid. Micronutrient deficiency is more common than we realise, and for those with busy lifestyles, maintaining a balanced diet can be a challenge.

Recognising this widespread issue, childhood friends Sachin Goel and Dheeraj Nagpal founded Zingavita in 2020. With backgrounds in leading tech-driven businesses — Goel at CarDekho and Nagpal at Zomato—they leveraged their expertise to build a brand that would redefine health and wellness in India.

Their frustration with the supplement industry was deeply personal. They often struggled to find high-quality, effective, and trustworthy nutritional supplements in India. Dissatisfied with the available options, they frequently had to import supplements for themselves and their families. This experience helped them identify a massive gap in the market — the need for scientifically backed, Ayurvedic supplements that combine modern nutrition with the authenticity of ancient remedies.

REVOLUTIONISING EVERYDAY WELLNESS

Zingavita is trying to simplify wellness for the modern consumer for problems such as daily energy, immunity, stress, sleeping, gut health, and many others with functional foods, effervescents, ayurvedic supplements, and health gummies.

While the market is filled with multivitamin solutions, Zingavita distinguishes itself from the competition by reinventing ancient formulas in a modern format with clinically tested ingredients.

In the financial year 2023-2024 (FY24), Zingavita recorded a 33.4% increase in its revenue, which rose from INR 6 Cr in FY23 to INR 8 Cr, while improving its EBITDA margins by 20%. The growth was primarily driven by newly launched products in the premium Ayurveda range and the launch of its new website, which strengthened its D2C presence.

The brand has also expanded its reach through key marketplaces, including Amazon, Nykaa, Flipkart, and 1MG, while tapping into quick commerce platforms like Zepto to bring its products to customers within minutes — aligning with the growing demand for instant wellness solutions.

5 L+ ₹8 Cr+

10 L+

SCALING AYURVEDA FOR THE FUTURE - INDIA AND BEYOND

Zingavita operates in India’s INR 20,000 Cr ($2.4 Bn) dietary supplements market (IMARC), which is experiencing rapid growth post-pandemic.

More households are incorporating nutraceuticals and Ayurvedic formulations into their daily routines, creating an untapped market for brands offering quality and convenience.

Zingavita is poised to double its revenue to INR 16 Cr by the end of FY25, achieving a 100% year-on-year growth while further improving EBITDA margins by 15%. This growth is being fuelled by the expansion of its premium Ayurveda portfolio, led by innovative offerings such as Shilajit Coffee and Shilajit Honey.

Looking beyond India, Zingavita has set its sights on the global premium Ayurveda market, with plans to enter the USA, the Middle East, and Europe.

Domestically, it is gearing up for expansion into pharmacies, wellness stores, and premium supermarkets across tier 1 and 2 cities — cementing its position as a category leader in modern Ayurvedic wellness.

NIRMALAYA 19

FOUNDED IN 2020

HEADQUARTERS

New Delhi

Rethinking Faith By Giving Floral Waste A New Purpose

TOTAL FUNDING

INR 4.5 Cr+

CATEGORY

Home & Furnishing

FOUNDER(S)

Rajeev Bansal, Bharat Bansal, Surbhi Bansal

COMPETITORS

PHOOL, Cycle.in

KEY INVESTORS

Artha Venture Fund, Huddle x Shiprocket, DotIn Ventures, Chetan Vagholkar (KPMG)

Redefining traditional incense by offering charcoal-free, handmade incense sticks and cones infused with natural essential oils

NUMBER OF SKUs

100+

Serial entrepreneur Rajeev Bansal was disheartened by the environmental damage caused by floral waste from temples. During a visit to the Shirdi Sai temple in 2019, he noticed that flowers used in puja and handed over to devotees as a token of divine blessings were being recycled instead of being thrown away.

Inspired by the idea of repurposing floral waste into ecofriendly solutions and spiritual products, Rajeev Bansal, along with his brother Bharat Bansal and sister-in-law Surbhi Bansal, launched the D2C brand Nirmalaya in 2020.

The startup crafts charcoal-free, handmade incense sticks and cones infused with natural essential oils, offering an ecofriendly alternative.

WHAT SETS NIRMALAYA APART?

Unlike traditional incense sticks, Nirmalaya’s handmade incense sticks are charcoal-free, which means they emit minimal carbon dioxide and have no health hazards. The spiritual tech startup sets itself apart by recycling 500 tonnes of temple floral waste annually, turning it into eco-friendly products.

Its flagship offerings, including incense sticks, dhoop cones, havan cups, essential oils, and luxury gift hampers, have gained popularity for their eco-friendly and spiritual appeal.

Beyond sustainability, the brand also empowers 40+ underprivileged women, providing them with employment and skill development at its facility in Delhi NCR. Additionally, it has developed a proprietary floral recycling process, patented under the Council of Scientific & Industrial Research (CSIR), to ensure a scientifically backed approach to the production of its eco-friendly spiritual products.

RIDING THE WAVE OF SUSTAINABLE SPIRITUALITY

FY2024 REVENUE CONSUMERS SERVED 1 L+ ₹10.6 Cr+ PRODUCTS SOLD 20 L+

Nirmalaya has built a strong omnichannel presence by seamlessly integrating online and offline sales. It retails through its website and major marketplaces like Amazon India & US, Flipkart, Asort, Amala Earth, Jiomart, Pepperfry, ONDC, and iTokri.

Its products are available at ISKCON Dwarka, GoNative Stores in Bengaluru, and select airports across India. With a growing user base of over 1 Lakh on its website alone, the brand has sold more than 20 Lakh products since its inception.

Riding the wave of demand for sustainable and chemical-free spiritual products, Nirmalaya scaled its revenue from INR 7 Cr in the financial year 2022-2023 (FY23) to INR 10.6 Cr in FY24.

Notably, the D2C brand has moved up from the 20th spot last year to the 19th spot this year in the FAST42 list.

WHAT’S NEXT FOR NIRMALAYA?

In India’s rapidly growing spiritual tech market, projected to reach $58.56 Bn by 2032, startups like AppsForBharat, AstroTalk, and PHOOL are reshaping the space. Amid this, Nirmalaya aims to leverage its omnichannel strategy and product innovation to drive its growth.

The brand aims to cross INR 20 Cr in revenue by the end of FY25. Going forward, it plans to scale its impact through Mission Devalaya to Nirmalaya, forging large-scale public-private partnerships (PPP) with government bodies and major temple trusts to enable mass recycling of floral waste. It is also looking to launch a new D2C distribution model to empower women entrepreneurs.

By 2026, it aims to expand its global presence, entering markets like Europe, the UK, and the Middle East. It also plans to strengthen its offline footprint by expanding to 500+ retail stores across India.

THE AMETHYST STORE 20

FOUNDED IN 2018 (As Partnership Firm), 2020 (As Private Company)

HEADQUARTERS

Dindigul

Making Silver Jewellery Luxurious And Accessible

Redefining silver jewellery for everyday essentials by fusing heritage and modern designs

TOTAL FUNDING

Bootstrapped

CATEGORY

Fashion & Apparel

FOUNDER(S)

Srinithi Ravi, Shricharran Rangarajan, Sweatha Sandeep

COMPETITORS

Amrapali Jewels, Sangeeta Boochra

NUMBER OF SKUs

30,000+

Rooted in the legacy of Sri Vasavi Thangamaaligai, a jewellery house serving customers since 1942 in Dindigul, Tamil Nadu, The Amethyst Store was born out of a deep understanding of evolving preferences and a passion for making silver jewellery both luxurious and accessible.

Growing up in a family deeply rooted in fine jewellery, siblings Srinithi, Sweatha, and Shricharran witnessed firsthand the industry’s evolution from handcrafted gold ornaments to a growing demand for everyday elegance. This shift in consumer behaviour sparked a question: What if heritage craftsmanship met modern design to create jewellery that’s both luxurious and affordable?

But that wasn’t it—the true validation came during a college project. When Srinithi designed and crafted ten unique silver jewellery pieces by blending heritage techniques with contemporary aesthetics. She received an overwhelming response, as every piece was sold out within a week.

What further solidified this vision, however, were conversations with young professionals and brides. They weren’t just looking for statement pieces for grand celebrations, they wanted jewellery that was sophisticated yet versatile enough to be worn beyond special occasions.

This realisation became the cornerstone of The Amethyst Store, founded in 2018 as a D2C brand offering high-quality, finely crafted gold-plated silver jewellery that seamlessly blends tradition with modernity.

THE PERFECT ALTERNATIVE TO GOLD

The Amethyst Store makes jewellery accessible for everyday wear rather than reserving it for special occasions. The brand focuses on gold-plated silver jewellery, offering an alternative to gold that provides the same visual appeal at a lower cost. Its decades of expertise combined with modern designs ensure each piece fits both traditional and contemporary preferences.

Each piece is self-designed and crafted to cater to women looking for jewellery that suits both festive and daily wear. The brand also offers personalised recommendations and custom jewellery options.

Some of its flagship products include temple jewellery, necklaces, jhumkas, oddiyanams, and jadas designed to resemble gold. The Victorian collection features filigree work and gemstones, while the oxidised Pichwai collection showcases hand-painted art within jewellery.

FY2024 REVENUE CONSUMERS SERVED

75,000+ ₹18.72 Cr+ PRODUCTS SOLD 1.2 L+

INSIDE THE MULTICHANNEL GROWTH STRATEGY

The Tamil Nadu-based D2C brand witnessed a 21.56% jump in revenue in the financial year 2023-2024 (FY24), reaching INR 18.72 Cr from INR 15.40 Cr in FY23. This growth was driven by retail expansion and the launch of a new store in Bengaluru.

The brand also expanded internationally to 10 new countries by introducing free worldwide shipping. Over the last five years, it has successfully conducted 100+ pop-ups across Hyderabad, Chennai, Bengaluru, Vizag, Mysuru, Coimbatore, Erode, and Madurai.

The D2C brand has strategically expanded its offline presence through flagship stores and shop-in-shop models within Sri Vasavi Thangamaaligai stores, currently operating in Chennai, Dindigul, Madurai, and Bengaluru. It also strengthened customer engagement through retention marketing, IVR calling, and post-sales support, increasing repeat purchases to 30% in FY24.

Currently, with four retail locations, the brand plans to launch a standalone store in Coimbatore by April 2025, further strengthening its footprint in South India. By 2026, it aims to open five more standalone retail stores to enhance its omnichannel presence and establish its first international retail store. It also plans to launch franchise stores in Q3 and Q4 of 2025.

The D2C brand expects to close FY25 at INR 25 Cr, a 35% increase from the previous year, and is targeting INR 45 Cr in FY26 on the back of new store launches, marketplace expansion, and sales growth across multiple channels.

ANVESHAN 21

FOUNDED IN 2020 HEADQUARTERS

Gurugram

Bringing Farm-To-Table Purity Back To Indian Kitchens

TOTAL FUNDING

INR 34.93 Cr+

CATEGORY

Food & Beverage

FOUNDER(S)

Aayushi Khandelwal, Kuldeep Parewa, Akhil Kansal

COMPETITORS

TATA Simply Better, Barosi, Two Brothers Organic Farms

KEY INVESTORS

DSG Consumer Partners, Titan Capital, Avaana Capital, Aman Gupta (boAt)

NUMBER OF SKUs

98+

Reimagining the future of health foods with a brand built on trust, authenticity, and direct-from-farm sourcing

When Aayushi Khandelwal, an IIT-Guwahati alumna, struggled with health issues, she turned to her grandmother’s traditional Indian superfood recipes. The impact was so profound that she, along with her friends Kuldeep Parewa and Akhil Kansal, decided to study the market to identify food brands that offered alternatives similar to what her grandmother’s traditional recipe treasure trove had held for decades.

Their research led them to the conclusion that her grandmother’s secret sauce was everything organic. The revelation happened when they found a stark contrast between organic foods and their adulterated options available in urban markets.

To bridge this gap in India’s consumer market, the trio launched Anveshan, a D2C natural food brand that promotes sustainable practices and offers purity and authenticity as its key USP.

By sourcing directly from farmers and using technology for quality control, Anveshan ensures that urban consumers get access to high-quality food.

WHAT’S INSIDE ANVESHAN’S HEALTH STACK

The startup, which made it to the 2024 edition of FAST42 as well, offers a range of natural and minimally processed food products, including A2 ghee, cold-pressed and wood-pressed oils, superfoods, natural honey, and fruit-based sweets. These products are made using ingredients sourced directly from a network of over 5K farmers.

With the rise of lifestyle-related disorders, consumers are actively looking for food that aligns with traditional wisdom and modern health consciousness, making this a rapidly expanding category.

To maintain quality, Anveshan tests every batch in in-house, certified labs before packaging. It also provides QR code-enabled traceability, allowing consumers to verify sourcing details and purity — a move that enhances trust in an industry often plagued by adulteration concerns.

10 L+ ₹58.16 Cr+

75 L+

JUMPING ON THE QUICK COMMERCE BANDWAGON

The D2C brand’s primary sales come from its website, traditional ecommerce platforms, quick commerce apps, and offline modern trade retail stores in Delhi NCR, Mumbai and Bengaluru. In 2024, the company’s revenue grew by 80% as quick commerce demand for its products surged six times on a yearly basis.

For the financial year 2023-24 (FY24), the D2C brand’s revenue stood at INR 58.16 Cr, registering a strong uptick from INR 31.40 Cr in FY23. The brand has also scaled its operations by focussing on farmer partnerships to ensure better sourcing and quality.

Anveshan is projected to close the current financial year with a revenue of INR 100 Cr, marking a 72% growth from FY24. Going forward, the D2C brand aims to scale its revenue to INR 500 Cr through strategic expansion into new product development.

WWW.KYARI.CO

FOUNDED IN 2018 (Old Company), 2022 (Launched D2C Brand)

TOTAL FUNDING INR 8.6 Cr+

FOUNDER(S)

Agam Choudhary, Saksham Jain

HEADQUARTERS

Indore

Integrating Greenery Into Modern Interiors

By merging sustainability with functionality, Kyari redefines how we incorporate nature into modern interiors

CATEGORY Home & Furnishing

COMPETITORS

Ugaoo

KEY INVESTORS

Nipun Agrawal (PATH), Amit Kumat (Pratap Snacks), Ashok Airen (Airen Group), Anand Saklecha (IVY League Ventures), Neeraj Tyagi (WFC)

NUMBER OF SKUs

150+

Agam Choudhary’s entrepreneurial journey began in 2018 with Robotbanao.com, an ecommerce platform for DIY robotics kits. Over the next four years, he gained deep expertise in product sourcing, performance marketing, and supply chain management.

However, the niche market of robotics kits presented scalability challenges. Eventually, Choudhary decided to explore more scalable D2C opportunities.

During his search, he noticed a growing shift toward home décor and indoor plants. He realised that while people love plants, many struggle with their upkeep. According to the founder, most existing solutions at the time focussed either on plants or planters, but very few offered a design-driven experience.

In April 2022, he and his brother Saksham Jain launched Kyari, a D2C green décor brand to simplify plant parenting and enhance indoor spaces. Kyari offers curated plant collections, self-watering solutions, and stylish, functional planters.

SIMPLIFYING PLANT PARENTING WITH TECH

Unlike traditional plant retailers, Kyari integrates planters with selfwatering solutions, offering a seamless experience that makes plant parenting effortless. By combining sustainability, functionality, and design-driven innovation, the brand is redefining how people incorporate nature into their living spaces.

Its smart self-watering technology simplifies plant parenting. Beyond just selling plants, the D2C startup emphasises education, convenience, and sustainability, making indoor greenery more accessible.

L+ ₹9.8 Cr+

10 L+

KYARI’S REVENUE SOARS 460%

Kyari’s revenue has jumped over 460% from INR 1.75 Cr in the financial year 2022-23 (FY23) to INR 9.8 Cr in FY24. New category launches and a feature on Shark Tank India Season 4 have fuelled this growth.

However, achieving this scale has not been a walk in the park. Per the founder, operating in the live plants category comes with logistical and educational hurdles.

Building a robust supply chain took 1.5 years. Additionally, customer education remains a key focus — many plant owners unknowingly overwater their plants. To tackle this, Kyari introduced the water pen, a simple yet effective tool to monitor soil moisture and prevent plant damage.

The D2C brand also enjoys a strong omnichannel presence across tier 1, 2 and 3 cities and is available on platforms like Amazon, Myntra, Nykaa, FirstCry, and more.

Kyari has raised approximately $1 Mn in funding from investors, including Nipun Agrawal (PATH), Amit Kumat (Pratap Snacks), Ashok Airen (Airen Group), Anand Saklecha (IVY League Ventures), and Neeraj Tyagi (WFC).

With a projected revenue of INR 50 Cr in FY25 and a long-term target of INR 80 Cr by the end of 2026, Kyari is set to scale rapidly. The Indore based startup enjoys a customer base of 5 Lakh individuals and is on track to strengthen its market position.

NAP CHIEF 23

FOUNDED IN 2019 HEADQUARTERS

Coimbatore

Bringing Style & Comfort To Gen Alpha’s Wardrobe

TOTAL FUNDING INR 2 Cr+

FOUNDER(S)

Raghav Gupta, Pooja Gupta

CATEGORY Fashion & Apparel

COMPETITORS

Mini Klub, Hopscotch, Kidsville, Ed-a-Mamma, Kidbea, H&M

KEY INVESTORS

Titan Capital

NUMBER OF SKUs

500+

By focussing on comfort and style, Nap Chief transforms children’s activewear, appealing to both kids and parents

When siblings Pooja Gupta and Raghav Gupta from Coimbatore were exploring gaps in India’s massive fashion industry, one segment that caught their attention was kids’ fashion.

The market was filled with uninspired, one-size-fits-all designs and outdated lookbooks. The glaring whitespace led to the inception of Nap Chief, an activewear brand for children under 14 years of age. With this, the founders are on a voyage to transform the children’s fashion industry by combining comfort, style, and quality.

Nap Chief is redefining kids’ fashion by offering home and playwear that are both comfortable and stylish.

The brand offers licensed merchandise — Harry Potter, Tom & Jerry, DC Comics, Marvel, Disney, ISRO, and more — which comprises a large portion of its total sales. In addition, Nap Chief offers a series of matching outfits for parents and kids under the ‘family twinning’ category.

Over the past few years, many D2C brands have emerged in the kids’ wear segment. In this cluttered market, Nap Chief competes with the likes of Mini Klub, Hopscotch, Kidsville, Includ, Ed-a-Mamma, Kidbea and Baby Forest, among others.

NAP CHIEF’S REVENUE DOUBLES

The company’s net revenue for the financial year 2023-24 (FY24) surged 117% to INR 12.8 Cr from INR 5.9 Cr in FY23. Currently, the D2C brand serves over 1 Lakh registered customers on its website. It claims to have enjoyed a footfall of more than 22 Lakh unique visitors on its website in 2024.

In 2024, Nap Chief launched 200 fresh designs and delivered more than 1 Lakh orders across 1,600 cities in the country. The company’s social media presence has also expanded, reaching 100K followers on Instagram.

The Coimbatore-based startup operates as a digital-first brand. Its website accounts for 60% of its revenue, while other online marketplaces such as Myntra, Amazon, FirstCry, Nykaa Fashion, Ajio, Tata Cliq, and Flipkart contribute 40%. In 2021, the D2C brand’s raised INR 2 Cr in funding from Tata Capital.

1 L+ ₹12.8 Cr+

5.5 L+

WHAT’S THE GAME PLAN?

For FY25, Nap Chief is projected to achieve a 95.32% increase in net revenue, crossing INR 25 Cr. In the long term, the D2C brand aims to expand its footprint in kids’ fashion by diversifying into new categories such as smart casuals, activewear, innerwear, and more — capturing a greater ‘wardrobe share’ in the market.

Nap Chief is also planning to move towards an omnichannel presence by launching its exclusive brand outlets in top-performance cities like Delhi NCR, Mumbai, and Bengaluru. With this, Nap Chief aims to achieve an annual recurring revenue of INR 100 Cr by 2026.

THE INDUS VALLEY 24

WWW.THEINDUSVALLEY.IN

FOUNDED IN 2016 (As LLP), 2019 (As Pvt Company)

TOTAL FUNDING

INR 52.1 Cr+

HEADQUARTERS

Chennai

Redefining Cookware With A Toxin-Free Revolution

Transforming Indian kitchens with 100% natural, chemical-free alternatives to traditional cookware

CATEGORY

Home & Furnishing

FOUNDER(S)

Madhumitha Uday Kumar, Jagadeesh Kumar

COMPETITORS

Prestige, Hawkins

KEY INVESTORS

DSG Consumer Partners, Rukam Capital, The Chennai Angels, Whitewhale Ventures

NUMBER OF SKUs

250+

The birth of The Indus Valley dates back to 2016 when the founders, Madhumitha Uday Kumar and Jagadeesh Kumar, faced a kitchen malfunction.

While preparing a meal, a plastic cookware item melted in the oven, which triggered a strong realisation for the cofounders that the cookware they use matters just as much as the ingredients they choose for their meals. This led them to search for healthier, toxin-free cookware that wouldn’t leach chemicals into food while cooking.

However, they were taken aback when they found out that a majority of cookware in the market either contained harmful coatings or was made from materials unsafe for humans. This made it impossible for them to find a truly safe, chemical-free alternative.

This was when the duo decided to turn the gap into an opportunity and launched The Indus Valley in March 2016 with a mission to provide cookware that is not only toxin-free but also made from sustainable, natural materials.

RAISING THE BAR FOR INDIAN KITCHENS

In the cookware category, traditionally dominated by large legacy brands that predominantly sell chemical-coated non-stick cookware and aluminium pressure cookers, The Indus Valley sets itself apart by offering 100% toxin-free, healthy cookware.

It aims to redefine the standards of cooking safety and sustainability. Its key USP is providing cookware that is completely free from harmful chemicals, coatings, or additives.

For this, it focusses on using only pure, natural materials such as cast iron, sheet iron, tri-ply stainless steel, wood, clay, copper, brass, and bronze. The startup is focussed on enhancing the cooking experience and promoting a healthier lifestyle.

10 L+

10 L+

THE GROWTH TALES

The D2C cookware startup garnered a revenue of INR 72 Cr in the financial year 2023-24 (FY24), up 89.47% from INR 38 Cr in FY23. It primarily sells through its website as well as major marketplaces. It is currently expanding its presence on quick commerce platforms.

The brand has secured $6 Mn in funding from investors, including DSG Consumer Partners, Rukam Capital, The Chennai Angels, and Whitewhale Ventures. Besides, the startup also has its roots in the highly competitive stainless steel segment.

The Indus Valley remained at the 24th spot in this year’s Fast42 list, the same as last year.

Going forward, the brand is looking to close FY25 with a revenue of INR 120 Cr. By 2026, it aims to lead the online cookware market while strengthening its presence in offline retail.

The brand also aims to continue its leadership in the cast and sheet iron segments while working to establish itself as a key leader in the growing stainless steel cookware and pressure cooker categories.

With more than 10 Lakh products sold to date, The Indus Valley’s mission is to transform 100 Mn kitchens in India by making toxin-free, highquality cookware accessible to every home.

BANI WOMEN 25

FOUNDED IN 2020

HEADQUARTERS

New Delhi

Bringing Indo-Western Elegance To Everyday Wardrobes

Blending heritage and contemporary trends to offer stylish, high-quality Indo-Western wear for modern consumers

TOTAL FUNDING

Bootstrapped

CATEGORY

Fashion & Apparel

FOUNDER(S)

Piyush Mangla

COMPETITORS

Suta, Libas, trueBrowns, Sabhyata

NUMBER OF SKUs

518+

After spending over 20 years in the fashion industry, Piyush Mangla, a first-time entrepreneur, identified a growing demand for high-quality Indo-Western wear that seamlessly fuses cultural heritage with contemporary aesthetics. Having grown up in a family with deep roots in garment manufacturing, he had an in-depth understanding of the industry’s dynamics.

However, it was during the Covid-19 pandemic that he witnessed the rapid acceleration of direct-to-consumer (D2C) brands, inspiring him to step away from the traditional family business and carve his own path in the industry.

In 2020, Mangla founded Bani Women with the vision of offering thoughtfully designed apparel that enhances confidence, comfort, and personal expression. The brand caters to modern women who seek stylish ensembles that honor tradition while embracing evolving fashion trends.

MAKING BIG STRIDES INTO THE INDO-WESTERN WEAR MARKET

Bani Women operates in the mass-premium D2C segment, focussing on Indo-Western wear that seamlessly blends craftsmanship with modern designs. Unlike traditional ethnic wear, which often leans heavily on cultural motifs, or Western outfits that lack Indian influences, Bani Women’s designs strike a balance between both. The brand’s flagship products include kurta sets, co-ord sets, and dresses, all of which have gained immense popularity among customers.

The Indo-Western fashion market is highly competitive, with major brands like Suta, Libas, trueBrowns and Sabhyata dominating the space. However, Bani Women differentiates itself by ensuring premium craftsmanship while maintaining affordability. With over 518 SKUs and a growing product portfolio, the brand has made Indo-Western wear more versatile and accessible to a broader audience, including plus-size customers.

FY2024 REVENUE CONSUMERS SERVED 1 L+ ₹14.2 Cr+ PRODUCTS SOLD 1 L+

SCALING ACROSS CHANNELS AND LOOKING AHEAD

From its inception, Bani Women adopted an aggressive online-first strategy. The brand sells through its own website, BaniWomen.com, as well as major ecommerce marketplaces, including Amazon, Myntra, Ajio, and Nykaa. Myntra and Ajio remain its top-performing platforms, driving a significant share of revenue. Recognising the potential of global expansion, the brand has also entered the US market, where demand for fusion wear is steadily increasing. Additionally, the brand is expanding into offline retail through partnerships with multi-brand outlets (MBOs) to improve accessibility and cater to customers who prefer an in-store shopping experience.

Despite a decline in revenue from INR 15.6 Cr in FY23 to INR 14.2 Cr in FY24, Bani Women remained focussed on strengthening its digital presence and forging strategic offline collaborations. Looking ahead, the brand aims to close FY25 with an estimated revenue of INR 16 Cr.

By 2026, it envisions itself as a leading name in Indo-Western fashion, with plans to launch exclusive brand outlets in metro cities, expand its global footprint, and introduce a premium segment to cater to high-end customers.

By 2026, Bani Women plans to establish itself as a leading name in the category by launching exclusive outlets in metro cities, expanding globally, and venturing into premium segments.

BLUE TEA 26

FOUNDED IN 2018

HEADQUARTERS

Faridabad

Crafting Herbal Blends For A Better Lifestyle

Crafting wellness-focussed, non-bitter tea alternatives that redefine traditional tea drinking for modern consumers

TOTAL FUNDING

Bootstrapped

CATEGORY Food & Beverage

FOUNDER(S)

Sunil Chandra Saha, Nitesh Singh

COMPETITORS

Kapiva, Teafit, Tea Trunk, Vahdam

NUMBER OF SKUs

100+

The emergence of D2C brands like Vahdam, Chaayos, Teafit and Tea Trunk has certainly set off a storm in the quintessential Indian tea cup, reshaping the consumer preference. The booming market, which is likely to reach $14.7 Bn by 2032, sees a surge in demand for functional and wellness-oriented teas. While green tea has long been the go-to healthy option, its bitterness and caffeine content have left many consumers seeking better alternatives.

The Indian tea industry has long been synonymous with strong, spiced chai and the perceived health benefits of green tea. However, for many consumers, green tea’s bitterness and caffeine content make it less appealing as a wellness beverage. Spotting this gap in the market, Sunil Chandra Saha and Nitesh Singh launched Blue Tea in 2018, introducing 100% natural, caffeine-free, and non-bitter herbal teas that prioritise both wellness and taste.

In a market where most wellness solutions come in the form of processed tablets, powders, or liquid supplements with potential additives, Blue Tea offers a purer alternative — whole, natural herbs in their raw form. Its best-selling variants, including Butterfly Pea Flower Tea, Chamomile Herbal Tea, Belly Fat Herbal Tea, and Hibiscus Herbal Tea, cater to consumers looking for functional health benefits without compromising on taste. The brand aims to redefine tea consumption by making herbal teas mainstream, moving beyond the traditional green and black tea dominance.

By sourcing directly from farmers, it ensures fair trade while maintaining premium quality. Unlike processed wellness products like tablets or powders that may contain additives, the brand provides pure herbs in their natural form, offering a healthier alternative.

D2C SUCCESS AND EXPANDING MARKET REACH

As a D2C-first brand, Blue Tea has built a strong digital presence, with 99% of its sales happening online. The brand leverages leading marketplaces like Amazon, Flipkart, and Myntra, with Amazon contributing significantly to its revenue. Its direct website sales have also seen rapid growth, touching INR 2 Cr in monthly website sales and INR 5 Cr in combined sales in November 2024. The D2C brand further expanded its quick commerce reach in 2024, seeing a 10X jump in Blinkit orders.

The brand saw a 39% jump in revenue from INR 18 Cr in the financial year 2022-23 (FY23) to INR 25 Cr in FY24. It also emerged as one of the top five tea brands on Amazon.

In FY25, the brand expects to generate INR 38 Cr in net revenue. It is focussed on aggressive offline expansion while also planning to launch Blue Tea in a ready-to-drink format, further diversifying its product offerings by 2026.

Looking ahead, the brand is bullish on offline expansion and plans to strengthen its presence in physical retail stores. By FY25, Blue Tea aims to reach INR 38 Cr in net revenue. It also has ambitious plans to diversify its product range, including launching a ready-to-drink format by 2026, further positioning itself as a key player in the evolving wellness beverage industry.

FOUNDED IN 2017 HEADQUARTERS

Gurugram

Bringing Farm-Fresh Nutrition To Every Indian Breakfast

Bringing farm-fresh, hygienic, and nutrient-rich eggs to Indian consumers with a focus on quality and safety

TOTAL FUNDING INR 130 Cr+

CATEGORY Food & Beverages

FOUNDER(S)

Abhishek Negi, Aditya Singh, Uttam Kumar

COMPETITORS

Henfruit, Licious, Delfrez

KEY INVESTORS

IvyCap Ventures, Nabventures, Avaana Capital, Rebright Partners

NUMBER OF SKUs

11+

Eggs have long been a staple in Indian diets, but their retail experience has remained largely unchanged — loose, unbranded, and often unhygienic. Recognising the need for a structured, high-quality approach to egg production and distribution, Abhishek Negi, Aditya Singh, and Uttam Kumar founded Eggoz in 2017.

Their mission? To redefine egg consumption in India by offering fresh, hygienic, and nutrient-rich eggs through a farm-toconsumer model.

ELEVATING EGG QUALITY WITH A TECH-ENABLED SUPPLY CHAIN

Eggoz has built a vertically integrated supply chain, working directly with poultry farmers to ensure its eggs meet the highest quality standards. Unlike conventional eggs that are often produced using chemical-laden poultry feed and stored under unhygienic conditions, Eggoz eggs come from hens fed with herbal feed and are subjected to 11 safety checks before reaching consumers. This rigorous quality assurance results in fresh, clean eggs with bright orange yolks, rich in lutein, vitamin A, and vitamin D.

The D2C brand also ensures that its supply chain is tech-enabled and traceable, allowing customers to access fresh, graded eggs within 1-2 days of laying. By addressing critical issues of safety, hygiene, and nutritional value, Eggoz has positioned itself as a leader in India’s packaged egg industry.

Eggoz has rapidly scaled its presence across India, leveraging both online and offline channels. The brand is available on major quick commerce platforms like Blinkit, Zepto, Swiggy Instamart, Bigbasket, and Amazon Fresh, ensuring quick access to fresh eggs for urban consumers. Additionally, Eggoz has expanded its retail footprint, making its products available in offline stores and general trade outlets.

With a growing market share, Eggoz has established itself as India’s largest packaged egg brand, dominating North India and Bengaluru while expanding into Mumbai, Hyderabad, Chennai, and Pune in 2024. As part of its strategic roadmap, the D2C brand is now focussed on deepening penetration in existing markets while also exploring new cities for expansion.

GROWTH MILESTONES & THE ROAD AHEAD

Eggoz has witnessed significant growth, with revenue surging from INR 54.71 Cr in FY23 to INR 73.1 Cr in FY24 — a 33.7% jump. This strong financial performance reflects the increasing consumer demand for cleaner, safer, and better-quality eggs. In addition to fresh eggs, Eggoz is now diversifying into the frozen protein-rich snack segment with its newly launched EggNuggetz and Anda Bhurji Momoz. This move pits Eggoz against brands like McCain, Eggfolks, and BreakingGood in India’s fast-growing frozen-snack industry.

Looking ahead, Eggoz aims to cross INR 100 Cr in revenue in FY25 while further enhancing the lives of poultry farmers. By 2026, the brand envisions itself as a market leader in both fresh eggs and protein-based snacks, continuing its mission to bring high-quality protein to every Indian household.

BERRYLUSH 28

FOUNDED IN 2018

HEADQUARTERS Noida

Bringing Affordable Luxury To Everyday Fashion

Offering stylish, fresh, and affordable high-fashion apparel designed to empower Indian women and complement their evolving lifestyles

TOTAL FUNDING

Bootstrapped CATEGORY Fashion & Apparel

FOUNDER(S)

Alok Paul, Anusha C

COMPETITORS

Sassafras, Little Box, NewMe, Tokyo Talkies

NUMBER OF SKUs

3,400+

India’s fashion landscape is shifting as young consumers seek trendy, high-quality clothing without paying a premium price. While luxury brands cater to a niche audience and mass-market retailers focus on affordability at the expense of quality, there has been a rising demand for stylish, well-made, and budgetfriendly clothing.

Recognising this opportunity, Alok Paul and Anusha Chandrashekar founded Berrylush in 2018, a directto-consumer (D2C) fashion brand focussed on making contemporary global fashion accessible to modern Indian women.

Berrylush is built on the principle that fashion should be both aspirational and affordable. The brand blends high-fashion aesthetics with price-conscious offerings, catering to the evolving preferences of GenZ and millennial shoppers. By eliminating middlemen and maintaining in-house manufacturing, Berrylush ensures superior quality control, quick adaptation to fashion trends, and a shorter turnaround time from production to market.

Unlike traditional brands that rely on bulk manufacturing cycles, Berrylush’s agile production model allows it to stay ahead of seasonal trends and consumer demand.

BRIDGING THE GAP BETWEEN HIGH-FASHION & AFFORDABILITY

Berrylush offers an extensive range of dresses, co-ords, jumpsuits, and workwear that appeal to young, fashion-conscious consumers. The brand also emphasises size inclusivity, launching Berrylush Curve for plus-size fashion and BIZwear for professional wardrobe essentials.

Expanding beyond apparel, the D2C brand has introduced a line of accessories, including handbags, belts, and perfumes, further positioning itself as a one-stop fashion destination.

By maintaining control over production and leveraging tech-driven supply chain efficiencies, Berrylush delivers high-fashion products without the traditional retail markups. This model allows the brand to compete with premium labels on design while maintaining affordability, making it a favourite among young shoppers looking for budget-friendly yet trendy wardrobe choices.

SCALING GROWTH WITH A DIGITAL-FIRST APPROACH

Leveraging a strong digital presence, Berrylush has expanded its footprint across leading ecommerce platforms, including Myntra, Amazon, and Flipkart, while investing heavily in its own website and mobile app to strengthen its direct-to-consumer (D2C) strategy. This omnichannel approach ensures that the brand reaches a wider audience while maintaining profitability by reducing marketplace commissions.

Berrylush has scaled its production capacity significantly, reaching 1.3 Lakh units per month in 2024, a key driver behind its consistent revenue growth. The brand recorded 24.5% YoY growth, with revenues rising from INR 61 Cr in FY23 to INR 76 Cr in FY24. Celebrity endorsements, aggressive digital marketing, and a customer-centric approach have played pivotal roles in fueling this expansion.

FUTURE ROADMAP & GLOBAL AMBITIONS

Berrylush is on track to achieve INR 85 Cr in revenue by FY25, with an enhanced focus on profitability and customer retention. The D2C brand is actively investing in technology, automation, and sustainable fashion practices, including made-to-order collections to reduce inventory waste.

To further diversify its reach, Berrylush is also testing international markets with limited product launches in select regions, paving the way for a global expansion strategy by 2026.

DESI FARMS 29

FOUNDED IN 2016 (As Different Company), 2022 (As D2C Brand)

TOTAL FUNDING INR 40 Cr+

HEADQUARTERS

Pune

Stirring Up A Revolution In India’s Dairy Market

Delivering farm-fresh, chemical-free dairy products with a focus on purity, quality, and freshness

CATEGORY

Food & Beverages

FOUNDER(S)

Sunil Shahi COMPETITORS

Country Delight, Akshayakalpa, Milky Mist

KEY INVESTORS

NAV Capital Emerging Funds, Nova Capital, Rajasthan Global, Venture Catalysts

NUMBER OF SKUs

54+

India is the largest producer and consumer of milk and dairy products, with over 85% of Indian families relying on dairy as a staple. However, milk adulteration remains a widespread issue, posing serious risks to food safety and public health. Additionally, chemicals are often used to extend shelf life, and branded dairy products typically travel 500-1,000 km, meaning consumers often end up purchasing milk that is 4-5 days old.

Consumers often struggle to access truly fresh, chemicalfree dairy products as intermediaries and long supply chains compromise both purity and nutritional value.

To address this, Sunil Shahi, former CEO of the legacy engineering firm Greaves Cotton, acquired a B2B dairy business in 2022 and transformed it into Desi Farms, a farm-totable D2C brand. Desi Farms ensures fresh, chemical-free milk and dairy products, eliminating preservatives and reducing the time between production and consumption.

DESI FARMS BETS ON FRESHNESS

The D2C dairy brand stands out for its commitment to delivering chemical-free, antibiotic-free, and preservative-free milk and dairy products within 12-24 hours of milking, ensuring maximum freshness. Each product undergoes 20+ quality checks at its ISO 9001:2015 certified plant in Ahmednagar, which has a daily processing capacity of 1.5 Lakh litres.

The brand has developed a tech-enabled in-house system to manage production, delivery, and franchise operations, ensuring complete product traceability from farms to customers.

Apart from milk, Desi Farms offers a range of dairy products, including A2 milk, ghee, paneer, and more. The brand operates primarily in Pune and Mumbai, ensuring the timely delivery of fresh dairy products to consumers.

With 54 in-house manufactured SKUs, all free from preservatives, the brand has gained strong traction for products like A2 milk, whole cow milk, A2 paneer, low-fat paneer, dahi, A2 ghee, and rabdi

The startup saw an improvement in its ranking, rising from 34th place last year to 29th this year on the FAST42 list.

16,000+

3 Cr+

DESI FARMS’ OMNICHANNEL PUSH & THE WAY FORWARD

In the financial year 2023-2024 (FY24), Desi Farms reported a revenue of INR 25.4 Cr, up from INR 18 Cr in FY23. The brand follows a strong omnichannel strategy. It has recently expanded to ecommerce platforms and begun to tap into the modern trade network. It directly engages customers through its app and portal while also expanding its offline presence with over 50 exclusive Desi Farms outlets.

The Pune-based startup has raised INR 40 Cr from a mix of institutional investors, venture funds, and high-profile individual investors.

Its key investors include NAV Capital Emerging Funds, Nova Capital, Rajasthan Global (Lalit Dua), and Venture Catalysts. Additionally, Ashish Chugh (director Hidden Gems Advisory), Ashwath Ram (Ex-MD, Cummins India), Sandeep Sinha (CEO, TAFE), and Niranjan Kirloskar have also backed the startup.

The D2C brand expects to cross INR 50 Cr in revenue for FY25 and has set an ambitious target of surpassing INR 100 Cr by FY26. With aggressive growth plans in place, the D2C brand aims to scale its operations and expand its market presence significantly over the next two years.

TORQUE 30

FOUNDED IN 2017 HEADQUARTERS Mumbai

Redefining Home Interiors With Custom-Made Furniture

Redefining home interiors with handcrafted, custom-made furniture at affordable prices

TOTAL FUNDING

Bootstrapped

CATEGORY Home & Furnishing

FOUNDER(S)

Sagar Shah

COMPETITORS

Sleepyhead, Wakefit, Solimo, Perfect Homes

NUMBER OF SKUs

400+

In India, most furniture available today is mass-produced and conventional in style, which hardly justifies the country’s highmargin $23 Bn market opportunity. Lack of customisation, overpriced products, and shortage of designs that align with the emerging trend of affordable luxury products nudged Sagar Shah to build a furniture brand that could bridge these gaps. He opted out of his family business and launched Torque in 2019 to transform the home and furnishing industry with precision-made, customisable pieces, tailored to individual preferences.

DESIGNING HOMES WITH HANDCRAFTED FURNITURE

Unlike traditional furniture retailers that rely on intermediaries and standardised products, Torque allows buyers to customise their furniture to fit their space, preferences, and budget. The brand offers a wide range of sofas, chairs, beds, and dining sets, all of which can be tailored to individual requirements. Customers can select materials, finishes, and sizes, ensuring a truly personalised experience.

With manufacturing hubs in Mumbai, Bengaluru, Lucknow, and Hyderabad, the D2C brand brand employs over 150 skilled artisans and contract workers, empowering them with fair wages and skill development. This combination of skilled labour and technological innovation enables Torque to maintain competitive pricing and deliver custom furniture at a faster pace than industry norms.

EXPANDING INTO HOME INTERIORS

FY2024 REVENUE CONSUMERS SERVED

15,000+ ₹8.5 Cr PRODUCTS SOLD

25,000+

The year 2024 marked a strong phase of expansion for Torque. The brand not only strengthened its workforce but also launched a home interiors business pilot program in Mumbai, diversifying its portfolio beyond standalone furniture. This expansion came along with a revenue dip, Torque’s earnings declined INR 9.6 Cr in FY23 to INR 8.5 Cr in FY24.

Torque also continues to refine its omnichannel presence, selling through its official website as well as major online marketplaces like Amazon and Flipkart. This digital-first approach allows the brand to bypass traditional retail markups while reaching a wider audience. With an increasing customer base, Torque has now sold over 25,000 products and served more than 15,000 users nationwide.

STRATEGIC PARTNERSHIPS TO DRIVE GROWTH

Torque is expanding its product range and refining its online presence as it taps into newer markets. The D2C brand has also created one of the largest units for sofas in India, which is expected to be operational by April 2025.

The D2C brand is also likely to close its top line with 80% growth in revenue for the current financial year (FY25), raking in INR 15.30 Cr. For the long term, the D2C brand aims to become a well-known name in the global furniture industry with a clear focus on continuous innovation, new strategic partnerships, and doubling down on the customisable furniture segment.

BACCA BUCCI 31

FOUNDED IN 2015 HEADQUARTERS New Delhi

Redefining Comfort & Quality In Everyday Footwear

TOTAL FUNDING

INR 21.87 Cr

FOUNDER(S)

Natwar Agrawal, Anuj Nevatia

CATEGORY Fashion & Apparel

COMPETITORS

Puma, Redtape, Yoho, Comet

KEY INVESTORS

Ashutosh Taparia (Ananata Capital), Sanjeev Taparia (Famy Care)

NUMBER OF SKUs

3,500+

As India’s demand for stylish, affordable sneakers rises, Bacca Bucci is making its mark as a homegrown alternative to global brands

India is the second-largest footwear manufacturer in the world, yet the mid-premium category has remained largely untapped, with mass-market brands priced below INR 1,000 and premium global labels dominating the above INR 5,000 range.

This pricing gap and lack of stylish-yet-affordable options led Natwar Agrawal and Anuj Nevatia to launch Bacca Bucci in 2015. What started as a solution to a personal struggle for quality footwear at a fair price has now grown into a disruptive homegrown D2C brand, competing with the likes of Puma, RedTape, and Woodland.

BRIDGING THE FOOTWEAR GAP WITH QUALITY & AFFORDABILITY

Bacca Bucci has positioned itself as a mid-premium footwear brand, offering a diverse range of sneakers, boots, athleisure wear, and formal shoes. The brand’s USP lies in delivering high-quality craftsmanship at an accessible price point. Unlike many competitors relying on overseas sourcing, Bacca Bucci’s in-house manufacturing ensures better quality control, cost efficiency, and faster go-to-market capabilities.

With a catalogue of 3,500 SKUs, Bacca Bucci also goes beyond footwear, offering accessories like t-shirts, belts, and wallets, catering to a broader lifestyle segment. Sustainability remains a key focus, with ecofriendly, plastic-free packaging and responsible material sourcing.

SCALING GROWTH WITH DIGITAL-FIRST STRATEGIES

Bacca Bucci has leveraged Amazon, Flipkart, and Myntra to fuel its expansion. The D2C brand utilises data-driven insights, exclusive collections, and targeted promotions to maximise visibility and customer engagement. By integrating with multiple fulfilment centres, Bacca Bucci ensures faster deliveries and better inventory management, a key advantage in a competitive ecommerce landscape.

The brand saw a 60% growth in its D2C segment in 2024, contributing to an overall 30% increase in revenue.

Celebrity endorsements from Rannvijay Singha and Rohit Saraf, along with a strategic collaboration with Warner Bros. for a licenced sneaker collection, have propelled brand awareness and customer loyalty.

MILESTONES & THE ROAD AHEAD

Bacca Bucci has seen an impressive 42.6% revenue growth, jumping from INR 47 Cr in FY23 to INR 67 Cr in FY24. The brand also made significant strides in industry rankings, climbing from 41st place to 31st on the FAST42 list.

Bacca Bucci aims to achieve INR 95 Cr in revenue by FY25. By 2026, it plans to establish itself as a household name for quality footwear in India. Going ahead, the brand intends to expand its product range, set up physical retail stores, and explore international markets to strengthen its position in the D2C footwear industry.

HEELIUM 32

FOUNDED IN 2017 HEADQUARTERS Pune

Bringing The Power Of Bamboo To High-Performance Activewear

Reknitting the athleisure market with sustainable, moisturewicking and odour-resistant products for active consumers

TOTAL FUNDING

INR 1.51 Cr+

FOUNDER(S)

Prateek Sharma, Siddharth Jain

CATEGORY Fashion & Apparel

COMPETITORS

Jockey, Decathlon, DaMENSCH

KEY INVESTORS

IIMA Venture

NUMBER OF SKUs

550+

When Prateek Sharma and Siddharth Jain set out to build a running shoe brand, they had no idea that their journey would take them in a completely different direction. During their early trials, they encountered a recurring problem — standard polyester socks caused blisters, odor, and discomfort when playing sports or engaging in high-impact activities.

Rather than ignoring the issue, they decided to solve it for the masses, leading to the birth of Heelium in 2017, a D2C performance wear brand built around sustainable, high-quality materials.

Heelium specialises in bamboo-based performance wear, including socks, towels, and innerwear, offering an alternative to synthetic fabrics. The brand’s proprietary bamboo blends provide moisture-wicking, odorresistance, and anti-bacterial properties, making them ideal for athletes and everyday consumers alike. Unlike traditional polyester-based sportswear, Heelium’s materials are more breathable, durable, and ecofriendly, ensuring both comfort and sustainability.

The D2C brand’s mission is twofold: enhancing performance through superior fabric technology while providing a greener alternative to massproduced synthetic apparel. Its flagship products, including bamboo socks, bamboo Turkish towels, bamboo women’s innerwear, and acrylic woollen socks, have seen strong adoption across online marketplaces.

CREATING PERFORMANCEDRIVEN, SUSTAINABLE SPORTSWEAR SCALING GROWTH THROUGH DIGITAL & QUICK COMMERCE

Operating in India’s $15 Bn performance wear market, Heelium has rapidly scaled its presence through D2C and online marketplaces, selling its products via Amazon, Myntra, Ajio, and quick commerce platforms like Zepto and Swiggy Instamart.

This digital-first approach has enabled the brand to reach a wider audience while maintaining strong unit economics. The brand’s ability to deliver high-performance, sustainable sportswear at competitive prices has helped it gain traction, especially among fitness enthusiasts and environmentally conscious consumers.

In 2024, Heelium expanded its manufacturing operations, doubling its factory space to accommodate growing demand. The D2C brand also saw a 51.5% increase in revenue, growing from INR 16.9 Cr in FY23 to INR 25.6 Cr in FY24. With a focus on continuous product innovation, Heelium has added bamboo handkerchiefs and additional athleisure offerings, further strengthening its portfolio.

FUTURE GROWTH & EXPANSION STRATEGY

The D2C brand aims to close FY25 with INR 45 Cr in revenue, driven by increased demand, expanded product lines, and a stronger quick commerce presence. While the brand has primarily been an online player, it is now preparing for offline retail expansion by 2026, paving the way for an omnichannel presence.

Competing with global giants like Jockey and Decathlon, the brand’s long-term strategy revolves around scaling production, enhancing directto-consumer engagement, and leveraging technological advancements in fabric innovation.

THE ARTMENT

FOUNDED IN

2016 (As Different Company), 2019 (As D2C Brand)

TOTAL FUNDING INR 2 Cr+

FOUNDER(S)

Aditya Agarwal, Aanchal Agarwal

HEADQUARTERS

New Delhi

Bringing Artistic Expression To Every Indian Home

Introducing aesthetically pleasing and functional art pieces and furniture to modern Indian homes

COMPETITORS

Nestasia

KEY INVESTORS

Siyaram Family Office, Mumbai Angels

CATEGORY

Home & Furnishing

NUMBER OF SKUs

140+

The Indian home décor market is undergoing a transformation as consumers seek pieces that reflect their personality, artistic values, and modern lifestyles. However, high-quality artistic décor often comes at a steep price, making it inaccessible to many.

Recognising this gap, Aditya Agarwal and Aanchal Agarwal, two siblings from Gurugram, founded The Artment in 2019 with the vision of bringing globally inspired, design-forward décor to Indian homes at affordable prices.

BRIDGING THE GAP

BETWEEN

ART & EVERYDAY LIVING

The Artment is more than just a home décor brand; it is a movement that integrates artistic expression with functionality, offering a range of premium décor and furniture that allows customers to create aesthetically pleasing spaces.

Unlike mass-produced décor, The Artment curates and designs pieces inspired by global artists, ensuring that each product has a unique, artistic essence while being manufactured in India. This not only supports local craftsmanship but also makes artistic décor more accessible and scalable to international markets.

The brand has positioned itself as a sustainable alternative to traditional décor brands by prioritising eco-friendly production practices. By offering premium designs at mid-premium pricing, The Artment has successfully bridged the affordability gap in the artistic home décor segment.

The brand operates primarily through a strong online presence, selling directly to customers via its website and major ecommerce platforms like Amazon, Flipkart, and Myntra. Additionally, its partnership with Taj Khazana, a premium retail initiative by Taj Hotels, has enabled The Artment to establish itself in the luxury offline market.

RAPID GROWTH & MARKET EXPANSION

The Artment’s revenue surged 200% from INR 6 Cr in FY23 to INR 18 Cr in FY24. A major driver of this growth has been its quick commerce strategy, which saw its monthly recurring revenue (MRR) from Blinkit cross INR 1 Cr, while its total MRR increased to INR 3.5 Cr in 2024. The D2C brand has already surpassed INR 25 Cr in revenue by early CY25 and is on track to achieve its FY25 revenue target of INR 32 Cr.

The brand has also expanded its product offerings, with flagship pieces like the Vista Frame Floor Mirror, SlimeLine Shoe Rack, and Stone Mat becoming bestsellers. These products have positioned The Artment as a serious player in the design-centric home décor market, offering an alternative to generic, mass-produced furniture.

With an ambitious roadmap ahead, The Artment plans to establish ‘Ombre’ as a leading artistic furniture sub-brand by 2026, further strengthening its foothold in the premium décor segment. The brand is also working to double down on quick commerce expansion, launching new category-specific products tailored for instant delivery platforms.

Additionally, the opening of its first exclusive brand outlet (EBO) will mark its official entry into offline retail, helping it tap into the premium home décor and interior design market.

To further solidify its position in the industry, The Artment is actively building strong partnerships with interior designers and architects, ensuring that its artistic and design-forward approach reaches larger audiences.

FREECULTR 34

FOUNDED IN 2019 HEADQUARTERS

New Delhi

TOTAL FUNDING

INR 60.6 Cr+

CATEGORY Fashion & Apparel

FOUNDER(S)

Harshit Vij COMPETITORS

Jockey KEY INVESTORS

Sixth Sense Ventures, Aman Gupta (boAt), Chaitanya Ramalingegowda (Wakefit), Manish Vij (Smile Group)

NUMBER OF SKUs

9,000+

Reshaping The Innerwear Market With Innovation

Offering innerwear crafted from bamboo and organic cotton blends for breathability, durability, and ultra-soft wearability

After serving Fortis Healthcare for over a decade, leading cross-functional roles in operations, ERP implementation, processes, data management, and pricing, Harshit Vij decided to channel his entrepreneurial dream towards a problem that long-awaited a solution – the lack of premium-yet-accessible innerwear in India.

He noticed that underwear or innerwear was often treated as an afterthought in India, despite being an essential part of everyday comfort. Driven by the vision to redefine innerwear as a necessity, he planned to float FREECULTR.

Founded in 2020, the D2C innerwear brand offers high-quality, sustainable, and ultra-soft innerwear designed for both men and women. The startup competes with the likes of reputed marques like Jockey.

THE INSIDE STORY

FREECULTR has tackled some of the most overlooked issues in regular innerwear, redefining comfort with precision, innovation, and sustainability. The brand ensures durability with a precise stitch count per inch, an ultra-soft waistband for all-day ease, and fabric that’s softer than conventional cotton, providing an unmatched experience.

With its breathable fabrics, meticulous stitching, and long-lasting durability, the Delhi-based startup has set a new benchmark for premium innerwear. A key USP of the brand is its use of bamboo and organic cotton blends, which provide antibacterial, moisture-wicking, and ultrasoft properties, enhancing everyday comfort for the modern consumer.

Its portfolio includes a premium range of men’s and women’s innerwear, socks, and bandanas – all crafted from breathable fabrics for superior comfort and sustainability.

BETTING BIG ON SKUs

The D2C brand’s revenue jumped to INR 18.6 Cr in the financial year 2023-24 (FY24) from INR 13 Cr a year back.

A significant achievement for the brand was crossing the 10 Lakh customer mark in 2024. Since its inception, it has sold over 15 Lakh products, with the majority of its users being former Jockey customers, according to the founder.

FREECULTR has expanded its portfolio to over 9,000 SKUs, addressing the growing demand for premium, sustainable innerwear. It has also attracted substantial investor interest, raising over $7 Mn in funding from investors such as Sixth Sense Ventures, Aman Gupta, Chaitanya Ramalingegowda, and Manish Vij.

It claims to be among the top five new-age innerwear brands on marketplaces like Amazon and Flipkart, with many of its best-selling products earning the coveted ‘Amazon’s Choice’ and ‘Best Seller’ badges. To ensure faster deliveries, it operates multiple warehouses across the country.

THE JOURNEY AHEAD

The brand expects to achieve a revenue of INR 40 Cr in FY25. It aims to expand into offline retail in FY26 while also focusing on global growth. The brand is selling in the UAE and has conducted a small trial in the US.

By 2026, it plans to scale its presence in international markets while also firming up its offline footprint in India.

OM BHAKTI 35

WWW.OMBHAKTI.IN

FOUNDED IN 2012 HEADQUARTERS Bengaluru

Bringing Authenticity And Purity To Every Puja

TOTAL FUNDING

INR 7.7 Cr+

CATEGORY

Home & Furnishing

FOUNDER(S)

Sridhar Joshi, Prashant Kulkarni, Srikant Joshi

COMPETITORS

PHOOL, Cycle.in, Satvik

KEY INVESTORS

Venture Catalysts

NUMBER OF SKUs

19+

Organising the unorganised puja essentials market with highquality, hygienically packaged products that ensure purity and convenience

In India, where daily puja is a household ritual, it’s surprising that the market for essentials like cotton wicks, camphor, and puja oil has remained unorganised for decades.

While some brands in the incense space have maintained quality standards, others have struggled due to factors like poor packaging, inconsistent quality, and lack of hygiene.

Sridhar Joshi, Prashant Kulkarni, and Srikant Joshi, the cofounders of OM Bhakti, personally experienced this gap.

Being deeply religious, they were disappointed with the declining quality and hygiene of traditional puja samagri, particularly cotton wicks.

To solve this challenge, they decided to launch OM Bhakti in 2012, a D2C brand that offers high-quality, traditionally handcrafted puja products. However, the startup became fully operational only in April 2016.

OM BHAKTI’S PRODUCT STACK

OM Bhakti is a Puja Samagri brand dedicated to bringing quality and consistency to an otherwise unorganised market.

It offers certified, high-quality products like cotton wicks, puja oil, and camphor, ensuring purity and hygiene.

The brand stands out with innovative offerings like cotton long batti, which provides 12-hour lighting, and ghee cotton batti, pre-soaked in pure cow ghee for a hassle-free puja preparation.

Unlike traditionally loose-packed puja items, OM Bhakti prioritises tamper-proof, hygienic packaging to maintain freshness and authenticity.

By making essential products easily accessible through modern retail, ecommerce platforms, and local stores, the brand enhances convenience and reliability in puja rituals. Its product range also includes puja decorations, torans, and door hangings, catering to all puja needs in one place.

FROM KIRANA STORES TO GLOBAL MARKETS

The D2C startup enjoys its presence both online and offline. It is currently available on marketplaces like Zepto, Amazon, BigBasket, and Flipkart, as well as modern retail chains and stand-alone supermarkets (SAMT) to drive strong consumer traction. It also enjoys a presence in the US via amazon.com.

The brand’s revenue saw a slight increase from INR 7.27 Cr in FY23 to INR 8.48 Cr in FY24. Interestingly, following the launch of 12 new products in February 2024, the brand achieved an INR 2 Cr sales milestone in October 2024.

The Bengaluru-based startup aims to close FY25 with INR 13.5 Cr in revenue, reflecting a 59.3% growth from FY24, and is targeting INR 100 Cr by 2027.

It also plans to scale its rural women workforce from 300 to 2,000 while forging partnerships with major temples to tap into India’s INR 4,000 Cr temple economy initiative.

SOMETHING’S BREWING 36

FOUNDED IN 2020 HEADQUARTERS

Bengaluru

Bringing Artisanal Coffee Experiences To Every Home

Bringing premium home-brewing experiences to Indian coffee lovers with high-quality gear and artisanal blends

TOTAL FUNDING

INR 25 Lakh+

FOUNDER(S)

Abhinav Mathur COMPETITORS

Seattle Coffee Gear, Coffeedesk

CATEGORY Food & Beverage

KEY INVESTORS

Angel Investors

NUMBER OF SKUs

1,200+

India’s coffee culture is thriving. With a $500 Mn industry brewing fast, it’s no surprise that coffee lovers are seeking better brews. While giants like Nestlé, HUL, and Tata dominate the instant coffee market, true connoisseurs often struggle to find their preferred cup.

The gap became even more evident during the Covid-19 lockdowns when limited choices and poor-quality brews left many craving better options. To bridge this gap, Abhinav Mathur and a group of coffee enthusiasts launched Something’s Brewing in 2020, a D2C marketplace dedicated to all things coffee.

As new-age D2C brands like SLAY Coffee, Third Wave Coffee, First Coffee, Rage Coffee, and Blue Tokai gain traction, India is shifting towards premium, artisanal, and home-brewed coffee experiences. Something’s Brewing makes home brewing easier with premium coffee gear and high-quality brews.

CRAFTING FRESH BREWS

Unlike instant coffee brands, Something’s Brewing chose to educate the consumer through YouTube videos, blogs, and product guides while fostering community engagement through events and workshops. As home brewing remains a new concept in India, it aims to bridge the knowledge gap with a curated marketplace featuring top coffee brands and equipment.

The startup is a vertical marketplace, offering a wide variety of brews, dry coffee, coffee equipment, including fully automatic and semiautomatic machines, manual brewers, grinders, and related gear for brewing at home. Its flagship product Budan One Touch Coffee Machine can brew using both coffee pods and ground coffee, creating everything from a rich espresso to a frothy cappuccino.

DOUBLE SHOT ON RETAIL

Something’s Brewing saw its revenue reach INR 7.9 Cr in the financial year 2023-24 (FY24) from INR 6.7 Cr a year back, scaling over 60%. It also expanded its retail presence by launching its second store in Surat, which reached operational break-even within two months.

One of the key milestones for the brand in community engagement was hosting the Mumbai Coffee Festival in collaboration with Reliance Jio World, which attracted nearly 25,000 enthusiasts. The brand has so far served 12,000+ users and has sold more than 25,000 products.

12,000+

25,000+

A PEEK INTO THE NEXT POUR

The D2C brand aims to double its growth from the previous year and looks to hit INR 25 Cr in revenue by FY25.

Something’s Brewing plans 20 experience centres across top metro cities, offering a premium coffee brewing experience. A range of IoTenabled Budan Brewers, operated through an app with features like recipe storage and sharing, is also on the cards.

For its long-term vision, the brand aims to achieve INR 100 Cr in revenue and build a 100K strong community over the next 4-5 years.

FOUNDED IN 2017 HEADQUARTERS Bengaluru

Serving India’s Most Beloved Dish With A Fresh Twist

TOTAL FUNDING

INR 17.34 Cr+

By offering regional styles like Hyderabadi, Kolkata, and Donne biryani, Potful is celebrating India’s rich biryani culture with a fresh approach WWW.POTFUL.IN

CATEGORY Food & Beverage

FOUNDER(S)

Lokesh Krishnan COMPETITORS

Biryani By Kilo, Rebel Foods, Curefoods, EatClub

KEY INVESTORS

MTR Foods

NUMBER OF SKUs

104+

An FMCG and retail industry professional and an IIM-Calcutta alumnus who started his corporate journey from Hyderabad, Lokesh Krishnan’s obsession for the tantalising aroma of traditional biriyani is like none other.

Interestingly, this is where he found his sweet spot, as he realised it was a daunting task to find a freshly made plate of dum-cooked biryani. This was when Krishnan realised that he could fill this gap by launching Potful, a unique foodtech startup that serves biryanis made fresh-on-order in clay pots using a dum-cooking style.

DELIVERED FRESH ACROSS INDIA

The biriyani market is largely fragmented with unbranded players ruling the roost, unlike other QSR segments that are dominated by top names. Potful tapped into this opportunity by offering a wide array of regionalstyle biriyanis such as Hyderabadi, Lucknowi, Kolkata, Bengaluru Donne, and Ambur.

Potful’s cloud kitchen model allows it to maintain flexibility, scalability, and capital efficiency without compromising on the quality and flavours of India’s most ordered dish on quick food delivery platforms. The brand also uses a de-skilled cooking process that helps it maintain consistency in taste across locations.

The D2C brand works in partnership with quick food delivery platforms like Zomato and Swiggy while also managing one’s deliveries through its website and application.

SERVING THE SOUTH SPICES UP REVENUE

Potful has emerged as South India’s largest handi biryani brand with 27 cloud kitchens across Bengaluru, Hyderabad, and Chennai. With a strong focus on maintaining consistency in taste, the D2C brand has been able to keep up a 51% repeat rate, an average order value of INR 700, and an average customer rating of 4.4.

For the financial year 2023-2024 (FY24), Potful recorded a revenue of INR 41.4 Cr, a slight rise from INR 35 Cr a year back. The startup’s existing stores have seen a more than 45% increase.

In FY25, the brand expects to boost its revenue by nearly to cross INR 67.63 Cr. The D2C brand aims to turn profitable while also reaching the milestone of INR 100 Cr in revenues by the next fiscal.

In the longer run, the D2C brand wants to expand its reach to over 100 kitchens across eight cities in the country, as it takes the revenue to INR 433 Cr.

FLICKA COSMETICS 38

FOUNDED IN 2017 HEADQUARTERS Mumbai

Challenging The Beauty Industry With Clean & Affordable Glam

Disrupting the market with premium, ethically-sourced, and budget-friendly makeup alternatives

TOTAL FUNDING

INR 113.2 Cr+

CATEGORY Beauty & Personal Care

FOUNDER(S)

Priyanka Nawani, Mohit Pardasani

COMPETITORS

SUGAR Cosmetics, Colorbar, RENEE Cosmetics, Swiss Beauty

KEY INVESTORS

Undisclosed

NUMBER OF SKUs

510+

For Priyanka Nawani, makeup was never just about enhancing appearances — it was a form of self-expression and empowerment. As a professional makeup artist, she understood the power of high-quality beauty products but realised that most affordable cosmetic options in India suffered from severe quality issues, while premium brands remained out of reach for many consumers.

This growing disparity in the beauty industry inspired her to team up with Mohit Pardasani to create Flicka Cosmetics, a brand that merges luxury and affordability without compromise.

CATERING TO AN UNDERSERVED MARKET WITH QUALITY AND AFFORDABILITY

Founded in 2017, Flicka Cosmetics set out to revolutionise the Indian beauty market with high-performance, vegan, cruelty-free, and FDAcertified makeup. Today, the brand has carved a niche for itself in India’s beauty industry, catering to the country’s burgeoning middle class and filling the void left by expensive global brands.

Flicka Cosmetics recognised a critical gap in India’s $33 Bn beauty and personal care market. While global players dominated the premium segment, consumers in tier 2 and 3 cities struggled to find high-quality makeup at reasonable prices. With over 500 retail counters nationwide, Flicka focussed on creating products designed specifically for Indian skin tones and climate conditions, offering formulations that were lead-free, sulphate-free, and paraben-free.

ACCELERATING GROWTH WITH A MULTI-CHANNEL RETAIL STRATEGY

2024 proved to be a landmark year for Flicka Cosmetics, marked by an 80% growth in overall revenue. The brand leveraged quick commerce and scaled its presence on Nykaa, one of India’s largest beauty platforms. This expansion, combined with Flicka’s entry into three new Indian states, reinforced its mission to serve a wider audience.

The D2C brand’s revenue grew from INR 9.45 Cr in FY23 to INR 10.45 Cr in FY24, fuelled by an expanding customer base, better brand recognition, and deeper penetration into the Indian beauty market. With plans to reach INR 24 Cr in FY25, Flicka is setting the stage for rapid scaling through new product launches, strategic market expansion, and deeper engagement with consumers.

The brand is working on an aggressive growth strategy to achieve INR 100 Cr in revenue within the next two years. Expanding its quick commerce presence for faster deliveries and better accessibility remains a key focus, along with scaling up on major marketplaces. Flicka is also strengthening its retail footprint across 1000 offline stores in the next phase of growth while innovating with new product categories based on evolving beauty trends.

HOMESTRAP 39

FOUNDED IN 2013 (As Another Brand), 2016 (Current Brand)

HEADQUARTERS Indore

Crafting Storage Solutions That Fit Every Home And Lifestyle

Helping Indian households maximise space with innovative and durable storage products

TOTAL FUNDING

Bootstrapped CATEGORY Home & Furnishing

FOUNDER(S)

Akash Mehta, Priyanka Mehta

COMPETITORS

IKEA, Muji, Kuber Industries

NUMBER OF SKUs

900+

When Priyanka and Akash Mehta welcomed their first child, they found themselves facing a new challenge — keeping their home organised while managing the ever-changing needs of a growing family. Like many Indian households, they struggled with space constraints, overflowing cupboards, and the constant need for functional storage. This led them to realise a broader market gap in India’s home organisation space, inspiring them to create Homestrap in 2016.

What started as a simple idea to make storage more efficient soon turned into a full-fledged brand dedicated to offering aesthetically pleasing, smart storage solutions tailored for Indian homes. Today, Homestrap has empowered over four million customers, providing practical and stylish organisation solutions that seamlessly blend function with design.

INNOVATING STORAGE FOR THE INDIAN HOUSEHOLD

India’s home organisation market remains largely unstructured, with traditional storage options often lacking durability, efficiency, and visual appeal. Homestrap addresses this by designing products that cater specifically to the needs of Indian consumers, considering factors like humid weather, dusty environments, and fabric diversity.

The brand’s extensive product range includes stackers for clothes, saree covers, moisture absorbers, functional organisers, and foldable storage boxes. Among its bestsellers, the patented Clothes Stacker helps optimise wardrobe space, while the Saree Cover ensures delicate fabrics stay protected from dust and moisture.

The Moisture Absorber has become a staple in Indian homes, tackling dampness and preserving stored items, and the Foldable Storage Box provides a sturdy yet space-saving solution for everyday storage needs. Homestrap’s premium Gulmohar Collection brings a touch of elegance to organisation, offering stylish yet functional organisers perfect for wedding trousseaus and daily essentials.

SCALING UP THROUGH OMNICHANNEL EXPANSION

From an online-first model, Homestrap has successfully expanded into an omnichannel retail strategy, ensuring its products are easily accessible across platforms. The brand has built a strong presence on major marketplaces like Amazon and Flipkart, catering to urban and semiurban customers alike. Quick commerce platforms such as Zepto, Blinkit and Swiggy Instamart have further accelerated its growth by addressing immediate customer needs through instant delivery.

The brand’s market positioning has been further strengthened by its appearance on Shark Tank India Season 2, where it secured equity and debt funding from Anupam Mittal.

Homestrap’s revenue for FY24 reached INR 29.73 Cr, marking a 49% increase from the previous fiscal year. With a strong demand for home organisation solutions, the D2C brand expects to reach INR 50 Cr in FY25 and aims to cross INR 80 Cr by 2026. The brand is focussed on expanding its retail footprint, growing its quick commerce presence, and introducing new product lines that cater to evolving consumer needs.

ZED THE BAKER 40

Bringing The Charm Of European Bakeries To Indian Streets

FOUNDED IN 2018 HEADQUARTERS Bengaluru

TOTAL FUNDING

Bootstrapped CATEGORY Food & Beverage

FOUNDER(S)

Zaid Sait

COMPETITORS

Theobroma, Café Noir, Smoor

NUMBER OF SKUs

500+

Elevating India’s bakery scene with handcrafted, high-quality artisanal treats

Zaid Sait’s journey into the bakery business was rooted in his family’s 35-year legacy, where he witnessed the transformation of a small artisan bakehouse into a largescale industrial bakery. This experience exposed him to the challenges and opportunities in India’s growing bakery market.

Recognising the increasing demand for preservative-free, high-quality baked goods, he launched Zed The Baker in March 2018 with the mission of making fresh, artisanal products accessible to Indian consumers.

BRINGING AUTHENTIC PARISIAN BAKERY CULTURE TO INDIA

Zed The Baker sits comfortably between mass-market Iyengar bakeries and expensive global brands, offering premium baked goods without the hefty price tag. Inspired by authentic Parisian bakery culture, the brand delivers fresh, preservative-free offerings that maintain consistent taste, affordability, and hygiene. The D2C brand’s product line includes bestsellers like Belgian Chocolate Truffle, Tres Leches Cakes, Tiramisu, New York Cheesecake, and Butter Croissants, all crafted with a focus on quality and authenticity.

Unlike many premium brands that struggle with import costs and inconsistent raw materials, Zed The Baker prioritises local sourcing and precise inventory control to maintain the quality and freshness of its offerings. The brand’s positioning as an accessible yet premium bakery has resonated with consumers, allowing it to carve out a niche in the Indian bakery industry.

EXPANDING FOOTPRINT IN INDIA’S BAKERY MARKET

Zed The Baker has steadily expanded, operating 10+ outlets across Bengaluru, strengthening its presence through a combination of retail stores and quick commerce integrations. Its online presence on Swiggy and Zomato ensures that customers across the city can enjoy freshbaked goods with a 30-minute delivery guarantee. The offline strategy focusses on retail stores in prime locations to maximise foot traffic and build brand loyalty.

The brand has overcome several industry challenges, including maintaining shelf life for preservative-free products, educating customers about the benefits of artisanal baking, and scaling operations without compromising quality. By tackling these hurdles head-on, Zed The Baker continues to gain traction in a competitive market.

GROWTH TRAJECTORY

Zed The Baker recorded a revenue increase from INR 8.88 Cr in FY23 to INR 10.40 Cr in FY24, despite challenges related to inventory control and quality scaling. The brand is on track to achieve INR 14 Cr in revenue for FY25, driven by strategic retail expansion and a strong foothold in fast commerce. By 2026, Zed The Baker aims to operate 40 stores under its brand and sub-brands, tapping into strategic locations to bridge market gaps.

To support this ambitious growth, the D2C brand is focussing on a techdriven, centralised production model that will streamline operations while maintaining product quality.

With a team of 140 and over 1.6 lakh products sold to date, Zed The Baker competes against the likes of Theobroma, Café Noir, and Smoor.

DOODHVALE FARMS 41

FOUNDED IN 2019

HEADQUARTERS

Delhi

Reinventing Dairy To Restore Trust In Every Sip

Setting new standards in the dairy industry by eliminating middlemen and preservatives

TOTAL FUNDING

INR 35.7 Cr+

CATEGORY Food & Beverage

FOUNDER(S)

Aman J Jain, Ishu Jain, Sanjay Jain, Sudhir Jain

COMPETITORS

Amul, Mother Dairy, Country Delight

KEY INVESTORS

Atomic Capital, Singularity Early Opportunities Fund, Bharat Founders Fund, Indigram Labs Foundation, HT Media Ventures

NUMBER OF SKUs

80+

Milk is a staple in Indian households, but its purity has long been in question. From dilution to harmful chemicals, the issue of adulteration runs deep in India’s dairy sector. However, the problem isn’t just about purity — labels can be misleading, storage can compromise freshness, and even premium brands fall short of delivering true transparency.

The founders of Doodhvale Farms — Aman J Jain, Ishu Jain, Sanjay Jain, and Sudhir Jain — faced this challenge firsthand. In search of safe milk for their own families, they did what few would — they started a small farm with just two cows. Their belief was simple: by overseeing every step of the process, they could eliminate the shortcuts and malpractices plaguing the dairy industry.

But within two months, they realised the scale of the problem. Even their own employees, trained in traditional dairy industry norms, were cutting corners. This was a wake-up call — fixing dairy in India would require a complete overhaul, not just good intentions.

With that realisation, Doodhvale Farms was born in 2019 — a farm-to-home dairy brand that is not just about milk, but about rebuilding trust in what should be the purest household staple.

BREAKING BARRIERS IN THE DAIRY INDUSTRY

Unlike conventional dairy brands that rely on preservatives and middlemen, Doodhvale Farms ensures complete transparency with its lab-tested, farm-fresh milk. Every batch undergoes rigorous testing before reaching consumers, eliminating any concerns about dilution or contamination.

While most milk on the market is stored for days before consumption, the brand’s vertically integrated model ensures direct delivery from farm to home within hours of milking. Some of its flagship products include Cow A2 Vedic Desi Ghee, which is slow-cooked using the ancient Bilona method to preserve its rich aroma and Ayurvedic benefits.

The dairy brand also specialises in premium A2 dairy products, sourced from indigenous Sahiwal and Gir cows, and high-protein buffalo milk. Its products, including Malai A2 Paneer and Royal A2 Buffalo Milk, cater to health-conscious consumers seeking authentic dairy nutrition.

It also offers a subscription-based model, allowing families to receive fresh, nutrient-rich milk without worrying about daily sourcing.

35,000+

FRESHNESS-FUELLED GROWTH

Doodhvale Farms has witnessed remarkable growth, fuelled by the increasing demand for premium, unadulterated dairy products. In FY23, the company reported a revenue of INR 15 Cr, which surged 80% to INR 27 Cr in FY24. Continuing this trajectory, it closed CY24 at INR 38 Cr, marking a 60% jump from the previous year.

Beyond financial growth, the brand has significantly expanded its footprint — from 5 cities to 15 — bringing fresh, farm-to-home dairy to a wider audience. Initially focused on D2C sales via its app, Doodhvale Farms has since diversified, launching exclusive brand outlets (EBOs), partnering with marketplaces, and entering quick commerce to enhance accessibility and convenience.

Backed by a $4.1 Mn Series A funding round from investors such as Atomic Capital, Singularity Early Opportunities Fund, Bharat Founders Fund, Indigram Labs Foundation, and HT Media Ventures, the company is now gearing up for its next phase of expansion. By FY25, it targets INR 42 Cr in revenue, with plans to scale to 50+ cities by 2026 and 100+ EBOs to strengthen its offline presence.

With sustainability at its core, Doodhvale Farms is actively expanding farmer partnerships and adopting ethical dairy farming practices to ensure quality, transparency, and environmental responsibility — preserving not just purity in milk, but also trust in every bottle.

FOUNDED IN 2020 HEADQUARTERS New Delhi

Bringing Non-Toxic Kids’ Products To Every Home

Making BPA-free, safe and quality baby and toddler products accessible to Indian consumers through digital channels

TOTAL FUNDING

INR 26.16 Cr+

FOUNDER(S)

Siddharth Suneja, Sumit Suneja

CATEGORY Home & Kitchen

COMPETITORS

Milton, Borosil, Skip Hop

KEY INVESTORS

DSG Consumer Partners, RPSG, Ankit Nagori (Cure.fit)

NUMBER OF SKUs

16+

When Siddharth Suneja, a serial entrepreneur from New Delhi, became a father in 2019, he met with a dearth of high-quality products for kids in the Indian market.

This was when he knew that he was looking at a significant gap, many parents like him were struggling to get their hands on quality kids’ essentials, including lunch boxes, water bottles and backpacks.

Committed to bridging this gap, he joined forces with his brother, Sumit, and launched Rabitat in February 2020.

At the outset, Siddharth’s vision to offer a range of safe, high-quality food-contact products, designed for kids between two and eight years of age, fuelled their endeavour. Today, the brand commands 16 SKUs, including tiffin boxes, insulated water bottles, feeding bottles, and training cups, just to name a few.

DELIVERING HIGHQUALITY KIDS’ ESSENTIALS

In the last four years, Rabitat has carved out a niche in the kids’ food storage container market in India. Along with selling via its website, platforms like Amazon and FirstCry serve as its major sales channels. The D2C brand leverages quick commerce platforms to boost its sales.

Targeting a discerning segment of Indian parents — who are often highly skeptical and seek only the best for their children — Rabitat aims to earn their trust by providing BPA-free, safe, and high-quality baby and toddler products.

The brand operates in the local food storage container industry that is projected to grow by more than 5% CAGR in the next five years. Rabitat, with its niche market positioning, is eyeing to grab a juicy chunk of this growing opportunity.

RABITAT’S INR 100 CR AMBITION

Notably, the company’s revenues for the financial year 2023-24 (FY24) stood at INR 16 Cr, up 23% from INR 13 Cr a year ago.

For FY25, the brand is expected to close its top line at INR 32 Cr, marking a 100% growth compared to FY24. One of the key reasons behind this is the brand’s shift to manufacturing in India, with over 80% of its products now made within the country.

In the long term, the company aims to expand its market presence while strengthening the brand in its strong ecommerce sales channels. The company is also eyeing to broaden its quick commerce availability to reach its customers within minutes.

By FY26, Rabitat expects to cross the INR 100 Cr mark in annual revenue. It aims to emerge in the black by May 2025.

However, meeting aspirations won’t come easy as the brand will have to lock horns with traditional players like Milton and Borosil and newer brands such as Basil, which, too, have set their sights on churning INR 100 Cr in ARR by next year.

While this industry gives significant leeway to make strides, it also demands continuous innovation. As of now, it would be interesting to see how Rabitat places its aces to win against its competition.

Since 2015, Inc42 has been the go-to platform for recognising Indian startups that are reshaping industries and driving societal change. For FAST42 - D2C Edition 2025, Inc42 conducted a threemonth application cycle, receiving over 250 nominations from Indian D2C brands.

Only those brands that submitted complete applications and whose data could be independently verified were considered for the final ranking.

3 MONTHS APPLICATION CYCLE

250+ NOMINATIONS RECEIVED

42 FASTEST-GROWING BRANDS

METHODOLOGY

SELECTION CRITERIA INCORPORATION YEAR

SCORING METHODOLOGY

Before April 2021

Generated at least INR 7 Cr revenue in FY24

Generated at most INR 100 Cr revenue in any financial year (FY22, FY23, FY24)

Be privately held, for profit; based in India, and independent entity (not a subsidiary or division of another company)

Should sell its own products via its own website as a key sales channel

For the final ranking, brands were evaluated based on their CAGR from FY22 to FY24.

DISCLAIMER

The data provided in this report has been obtained from public and private sources. We have made every attempt to ensure that the information presented in this report is accurate and free from any discrepancies. Ideope Media Pvt Ltd, the parent company of Inc42 Media, is not responsible for any inaccuracy in the information presented or for any damages caused by the use of information provided in this report. In case of any discrepancy or errors in the data, you can contact us at editor@inc42.com and we will try our best to update the information in the digital version of the report. We are constantly updating our database of startups. Due to new people using or relying on any information in this publication.

This coffee table book has been prepared in good faith on the basis of information available and claimed by companies during different interactions and application forms. Ideope Media Pvt. Ltd. does not guarantee the accuracy, reliability or completeness of the information in this publication. Readers are responsible for assessing the relevance and accuracy of the content of this publication. While this report talks about various individuals and institutions, Ideope Media Pvt. Ltd. will not be liable for any loss, damage, cost or expense incurred or arising by reason of a person using or relying on any information in this publication.

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CREDITS

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