D2C Weekly Buzz: Belong’s Fintech Play, Khetika’s Clean Food Rise, Ola’s 50+ Upgrades and more…
In the 97th edition of Pulse Weekly, we bring you the biggest shakeups in the Indian D2C space. From game-changing fundraises to strategic expansions, read on to find out the biggest disruptors...
National Disruptors
1. Ola Electric Rolls Out MoveOS 5 to All Vehicles, Elevates EV Riding Experience with 50+ New Features
In a significant development in the Indian D2C ecosystem, Ola Electric has launched the mass rollout of its much-anticipated MoveOS 5 software upgrade. The upgrade will be delivered over-the-air (OTA) to all Ola S1 scooters and newly introduced Roadster X electric motorcycles, further solidifying Ola’s position among the top-performing D2C brands in India.
This latest update reinforces Ola Electric’s position as a pioneer in India’s direct-to-consumer electric mobility segment. As per the latest D2C news India updates, MoveOS 5 is being dubbed as the most advanced EV software the company has launched to date. Featuring over 50 major improvements and feature additions, the upgrade showcases Ola’s commitment to continual innovation in the D2C business India landscape.
Key additions in MoveOS 5 include DIY Mode, Easy Park, Road-Trip Mode, Bharat Mood, and a revamped infotainment interface. These features allow riders to personalise their experience, enhance safety, and optimise energy consumption—pushing the boundaries of what D2C mobility products in India can deliver.
2. Two Brothers Organic Farms Sets 100% Growth Target, Eyes Global Expansion in D2C Space
In the latest D2C news India, Two Brothers Organic Farms (TBOF) has reaffirmed its mission to redefine food choices with transparency, authenticity, and regenerative practices. With ambitious growth plans and international expansion goals, the Indian D2C brand is preparing to double its revenue and footprint both domestically and globally.
Founded by ex-bankers Satyajit and Ajinkya Hange, the D2C startup news surrounding TBOF is a compelling story of purpose and passion. After giving up high-flying corporate careers, the duo returned to their ancestral farmland in Bhodani, Maharashtra, and began Two Brothers Organic Farms—a movement to bring chemical-free, traceable food to Indian homes.
Now one of the fastest-growing D2C food and beverage brands, TBOF cultivates produce across 800+ acres using regenerative agriculture. The brand has become a standout name in the Indian D2C ecosystem, with a diversified presence across D2C channels. Its direct-to-consumer India model includes its own D2C website contributing to nearly 50% of total revenue, quick commerce partnerships with Zepto, Instamart, and Blinkit, and availability on Amazon and Flipkart.
3. The Sock Street Expands Globally: A Premium D2C Brand From India Steps Into the UK and US Markets
In a bold move that underscores the growing momentum of Indian D2C brands, The Sock Street (TSS)—a premium direct-to-consumer socks brand—has announced its official expansion into the UK and US markets. This development positions the homegrown startup as one of the fastest-growing D2C brands in India that is now stepping onto the global stage with its unique blend of comfort, creativity, and culture.
Known for its bold colors, expressive designs, and daily comfort, The Sock Street has steadily built a cult following among millennials and Gen Z across the D2C ecosystem India. Its expansion to the United States and the United Kingdom not only signals a strategic D2C expansion plan but also reflects the rising global demand for premium D2C brands India that balance function and personality.
Business Boost
1. Khetika Raises $18M in Series B, Eyes 10X Revenue Growth with Clean-Label Food Mission
In a major development for the D2C ecosystem India, clean-label D2C food and beverage brand Khetika has secured $18 million in Series B funding, signaling a pivotal growth phase for the company. The round was led by Narotam Sekhsaria Family Office and Anicut Capital, with participation from existing investors including Incofin India Progress Fund, Rajasthan Gum, and Shree Ram India Gums.
Khetika, founded in 2017 by Dr. Prithwi Singh, Darshan Krishnamurthy, and Raghuveer Allada, is known for its innovative range of millet-based staples, batters, chutneys, and spices. As one of the fastest-growing D2C food and beverage brands in India, it leverages a tech-enabled supply chain to source directly from farmers across 14 states. With a focus on clean-label transparency and health-first ingredients, Khetika continues to tap into the rising D2C consumer behavior India is witnessing.
The Mumbai-based brand plans to utilize the fresh capital to expand its manufacturing capacity, diversify product offerings, and strengthen its omnichannel D2C strategy.
2. Lenskart Invests in Ajna Lens to Build AI-Powered Smart Glasses for the Future of D2C Tech
In a significant development for the D2C ecosystem India, eyewear giant Lenskart has made a strategic investment in Mumbai-based Ajna Lens, a deep-tech startup known for its AI-powered XR (Extended Reality) glasses. This move marks a bold leap for Lenskart as it pushes further into the smart wearables and immersive tech space—an area of growing interest within D2C startup news and innovation.
Ajna Lens, founded in 2014, has made waves in the global tech landscape with its cutting-edge spatial computing and AI-vision capabilities. The startup earned international acclaim after winning the CES Innovation Award 2023 for its flagship product AjnaXR, touted as one of the most advanced mixed reality headsets in the world. The brand’s core vision is to augment human intelligence through immersive XR experiences that bridge the physical and digital realms.
Founders Funded
1. Divine Hindu Raises ₹1.56 Cr in Seed Funding to Scale Its Spiritual D2C Journey
In a compelling move for India’s growing D2C ecosystem, spiritual lifestyle brand Divine Hindu has raised ₹1.56 crore in a seed funding round led by BeyondSeed, D2C Insider Super Angels, and Signal Ventures. This early-stage investment positions Divine Hindu as one of the latest D2C startups making waves in the Indian market by combining tradition, spirituality, and direct-to-consumer innovation.
Founded by Aniruddha Singhai and Anurodh Singhai, Divine Hindu offers certified devotional products rooted in ritual purity, traditional craftsmanship, and cultural significance. The brand’s portfolio includes sacred items such as Rudraksha, Tulsi, Karungali, sandalwood beads, puja kits, brass idols, agarbattis, gemstones, religious books, and spiritual jewellery—designed for the modern spiritual consumer. These offerings are carefully curated to preserve the sanctity of Hindu rituals while being easily accessible through ecommerce channels, making Divine Hindu a standout player in India’s D2C industry news and spiritual commerce space.
2. WiseLife Raises ₹8 Cr from Rukam Capital to Lead India’s Yoga D2C Wellness Movement
WiseLife, one of the fastest-growing D2C wellness startups in India, has raised ₹8 crore in a Seed/Pre-Series A funding round led by Rukam Capital. Featured on Shark Tank India Season 3, WiseLife has positioned itself as a premium direct-to-consumer India brand for yoga and wellness products. The brand’s mission is clear: to become India’s go-to D2C business in the wellness space, offering eco-friendly yoga mats, home fitness gear, and lifestyle accessories that combine sustainability, durability, and affordability.
Founded with the vision to elevate India’s wellness experience, WiseLife has captured the attention of the D2C ecosystem India with its biodegradable yoga mats and design-first product strategy. As a standout name among D2C brands India, WiseLife is tapping into a rapidly expanding segment of consumers who are health-conscious, sustainability-driven, and digitally savvy. This investment marks a significant moment in D2C funding news and adds momentum to India’s growing interest in wellness-focused D2C product launches.
3. Belong Raises $5M to Transform NRI Fintech via GIFT City Innovation
In a major development within the D2C startup news space, NRI-focused fintech brand Belong has raised $5 million in seed funding led by Elevation Capital, with participation from Relentless Ventures and high-profile angel investors. This milestone positions Belong firmly within India’s growing D2C ecosystem, especially as it pioneers new financial infrastructure tailored to the global Indian diaspora.
Belong aims to simplify cross-border banking by offering NRIs easy access to USD Fixed Deposits through India’s GIFT City — a rising International Financial Services Centre (IFSC) designed to streamline global financial flows. Belong is one of the latest D2C startups in the Indian fintech sector to tap into D2C funding rounds that fuel expansion and product innovation.
Founded in 2024 by fintech professionals Ankur Choudhary, Sai Sankar M, Ayush Singh, and Savitri Bobde, Belong operates via Betafront Technologies Pvt Ltd and its regulated GIFT City subsidiaries. This VC-backed D2C brand holds both a Payment Services Provider license and a Broker Dealer license under IFSCA, enabling it to offer a wider range of regulated products for NRIs.
Invogue – Shapewear That Makes a Statement
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Invogue is redefining affordable luxury in India’s shapewear space—merging comfort, fit, and confidence to create essentials that flatter every body type. With thoughtfully designed pieces for daily wear and special occasions, the brand brings together functionality and fashion.
Founded by Maadhav Saxena, Invogue was created with a clear mission: to make premium shapewear accessible to the modern Indian consumer. The brand blends innovation with practicality, empowering people to feel their best from the inside out.
Whether it’s seamless bodysuits, sculpting shorts, or everyday shapewear, every product is designed to enhance your natural silhouette—without compromising on ease or elegance.
Siddharth Dungarwal
5 Years of Building SNITCH — Chaos, Belief & a Dream That Didn’t Quit
SNITCH wasn’t born in a boardroom. It came alive in messy rooms, sleepless nights, shipping delays, and over 70 rejections. But through heartbreaks, near-burnouts, and silent battles, founder Siddharth Dungarwal and his team kept showing up—with belief, chaos, and a fire they refused to put out.
What started with no rulebook, no legacy, and no certainty, has now become one of India's most disruptive men’s fashion brands. SNITCH is a product of raw hustle, creative conviction, and the collective energy of designers, store teams, CX warriors, marketers, techies, and believers who turned fashion into a movement.
As Siddharth puts it—"We survived. We built something real. And more than anything else, we kept going."