D2C Weekly Buzz: Ather’s EV Leap, Blue Tokai’s $25M Brew, Snitch’s Hustle-to-Scale Story & More 🚀
India’s D2C ecosystem is firing on all cylinders this week — from EV disruptors to global coffee expansion and men’s fashion scaling to unicorn-style valuations.
National Disruptors
1.Ather Energy Unveils EL Platform, AtherStack 7.0, and Concept Redux as It Powers Next Phase of Growth in India’s EV and D2C Ecosystem
Ather Energy, an electric vehicle company, just presented its new EL platform, AtherStack 7.0 software update, and a concept moto-scooter called Redux. These releases show the company's plan to grow and connect product improvements with expansion in the Indian market.
The EL platform will support Ather’s next scooters. It’s meant to lower costs, speed up assembly by 15%, and make servicing twice as fast. CEO Tarun Mehta stated that while current models like the Ather 450 and Rizta will stay on their platforms, the EL platform is planned to provide value without losing performance. By using fewer parts and an easier design, production costs will drop and service intervals will increase to 10,000 km.
CTO Swapnil Jain noted a trade-off with the new design: in major accidents, the entire frame may need replacing. But, with cheaper frame costs, the overall value remains good.
2.FirstClub Raises $23M Series A at $120M Valuation, Redefining Quick Commerce in India’s D2C Ecosystem
Quick-commerce startup FirstClub has secured $23 million in Series A funding, led by Accel and RTP Global, with participation from Blume Founders Fund, 2am VC, Paramark Ventures, and Aditya Birla Ventures.
The round, which includes a small debt portion, increases the startup’s valuation to $120 million, almost triple its seed round in December 2024, when it raised $8 million.
Founded in June 2025 by ex-Flipkart executive Ayyappan R, FirstClub is setting itself apart in the direct-to-consumer market in India. Unlike Blinkit, Zepto, and Swiggy Instamart, which focus on fast delivery, FirstClub prioritizes premium product quality. This strategy positions them as a game-changer in quick commerce, appealing to consumers who value quality and authenticity.
Business Boost
1.Blue Tokai Raises $25M Bridge Round to Double Growth Targets and Expand Globally
Blue Tokai Coffee Roasters, a popular coffee chain in India, just got a big boost. They've secured $25 million (₹220 crore) in funding from some of their current investors, like A91 Partners and Verlinvest. This shows that investors are really confident in Blue Tokai's plan and where they're headed.
So, what will Blue Tokai do with all this new cash? They're planning to grow their coffee shop business all over India. Plus, they're going to make their bakery and coffee roasting places in Bengaluru and Gurugram bigger and better. And, they're thinking globally, with plans to open shops in Dubai and Japan soon.
Blue Tokai isn't just becoming a well-known coffee brand. They're also showing other Indian companies how to grow from a small online business to a big international player.
2. Kiaasa Secures BSE Approval for ₹55 Cr IPO, Accelerates Expansion in India’s D2C Fashion Market
Kiaasa, a women’s ethnic wear brand, just got the go-ahead from the Bombay Stock Exchange (BSE) to launch its IPO on the SME platform. They're aiming to raise ₹55 crore through a fresh issue of shares, joining other D2C startups exploring capital markets to grow in India.
Kiaasa plans to use the IPO money to open new stores, grow operations, and expand nationwide. Expert Global Consultants Pvt. Ltd. is managing the IPO. Investors are backing high-growth D2C fashion and lifestyle brands, so this offering is happening at a good time.
NCR-based Kiaasa has quickly become a fast-growing D2C brand in ethnic wear. They currently run over 100 stores in 20 states, focusing on Tier-2 cities. Kiaasa wants to have over 250 stores by FY28 and is planning to expand globally by FY26. This positions them as a top-performing D2C brand in FY25, with solid momentum in both local and international markets.
Founders Funded:
1.FlexifyMe Raises ₹20 Cr Pre-Series A to Redefine Data-Driven Healthcare in India’s D2C Ecosystem
FlexifyMe, a health-tech startup, has secured ₹20 crore ($2.4 million) in a pre-Series A funding round. IvyCap Ventures led the round, with Signal Ventures and current investors also participating.
The funding will help FlexifyMe grow its hybrid care services on both online platforms and in physical centers. They also plan to launch labs for advanced posture and movement analysis and boost clinical research collaborations.
Since Manjeet Singh and Amit Bhayani started it in 2021, FlexifyMe has been turning heads in the Indian startup world. Instead of treating symptoms, FlexifyMe uses AI to analyze posture and movement, combined with expert physiotherapy, to find the real causes of long-term muscle and joint pain. This data-focused method distinguishes it from many digital-first healthcare startups in India. By providing results that can be measured and tracked, FlexifyMe is establishing itself as a company in the growing wellness market.
2.PlatinumRx Secures $6 Mn in Funding Led by Stellaris, Scales Direct-to-Consumer Healthcare Across India
PlatinumRx, a Bengaluru-based online pharmacy and healthcare platform, just got $6 million in funding led by Stellaris Venture Partners, with help from existing investor India Quotient. They had an earlier $800K funding round, and with this new money, PlatinumRx is ready to grow fast in India's direct-to-consumer healthcare and wellness scene.
They're going to use the funds to make their business stronger, open new fulfillment centers, and grow their product and tech teams. PlatinumRx wants to provide affordable, high-quality medicine all over the country.
Founded in 2023 by Ashutosh Pandey and Piyush Kumar, PlatinumRx is focused on being a digital-first healthcare brand that provides both online pharmacy services and tele-consultations. They specialize in offering substitute medicines, which have the same ingredients and strength as top brands, but cost patients 50–60% less. This approach is gaining PlatinumRx attention in the direct-to-consumer industry, setting them up as a competitor with brands like Tata 1mg, PharmEasy, Netmeds, and Apollo.
3. Tuco Kids Secures $4 Mn To Build India’s First D2C Kids Personal Care Powerhouse
Tuco Kids, an Indian personal care brand for kids, just secured $4 million (₹35.27 Cr) in Series A funding. RTP Global led the round, with participation from MG Investments, Whiteboard Capital, and Fireside Ventures. This investment shows strong investor interest in D2C startups that are targeting underserved areas in India's direct-to-consumer market.
Founded in 2023 by Aishvarya Murali, Tuco Kids is quickly becoming a well-known D2C personal care brand. They offer a range of products for kids aged 3-13, including soaps, shampoos, lotions, gels, body mists, kajal, and beetroot tints. While India's beauty and skincare D2C market is booming, Tuco Kids is focusing on a category that hasn't received as much attention.
The company plans to use the new funds for marketing, building brand awareness, creating new products, and expanding its product range. Co-founder Chanakya Gupta, who joined earlier this year, said that distribution and being present on multiple channels will be key to growth. Currently, Tuco Kids sells through its website, marketplaces like Amazon and Flipkart, and quick commerce platforms like Blinkit. By 2026, they plan to expand into select retail stores, which will be a key change in their approach.
Siddharth Dungarwal, Founder – Snitch.co.in
"Dream Big. Start. Believe. Nothing is impossible."
What started in 2020 as “just another brand” is today one of India’s fastest-growing men’s fashion powerhouses.
Siddharth shares the Snitch journey — from building a website by Googling “how to run ads” to hitting ₹100 Cr revenue in just 2 years, completely bootstrapped. Despite 50+ rejections from investors who said the brand would plateau, the team persisted.
📌 Milestones in the Snitch Story:
2020 – Launched Snitch, built everything step by step online.
2021 – Small warehouse inside the office, endless hours of hustle.
2022 – Bootstrapped to ₹100 Cr revenue.
2023 – Shark Tank India S2: the only all-5-shark deal of the season. Transitioned into a structured company.
2024 – First flagship store (10,000 sq. ft), bringing the offline experience alive.
2025 – Raised $40M Series B at a ₹2,500+ Cr valuation; scaled to 75+ stores across 30 cities, servicing 17,000+ pin codes; opened a 1,00,000 sq. ft warehouse in North India.
Team – From 4 people to 1,400+ today.
From being called “just another brand” to becoming one of India’s largest homegrown men’s fashion companies, Snitch’s journey is built on belief, resilience, and relentless execution.
D2C Insider Weekly Update
The stage is set for D2C Insider CXO Meet × Elevate Cohort 4 Demo Day, happening on 13th September at Masters’ Union, Gurugram.
This exclusive evening will see top founders, investors, and CXOs come together for high-energy networking, disruptive founder pitches, and strategic conversations shaping the future of consumer brands. With Elevate’s Demo Day running alongside, attendees can expect unmatched opportunities for collaboration and growth.,
📌 Key Details – North Edition
🗓️ 13th Sept | 📍 Masters’ Union, Gurugram
🎯 CXO Meet × Elevate Cohort 4 Demo Day
👉 Register here: https://d2ci.co/cxo-meet-register
⚡ Up next: CXO Meet – South Edition on 31st October in Bangalore.
