D2C Weekly Buzz: Blue Tokai’s Middle East Leap, Pee Safe’s Global Push, & More…
In this 98th edition of Pulse Weekly, we’ve rounded up the most exciting moves in India’s D2C universe. From Blue Tokai brewing a bold global entry to Pee Safe betting big on quick commerce and more..
National Disruptors
1.Blue Tokai Partners with Ambrosia Gulf for Middle East Entry, Eyes Premium Coffee Boom in GCC
Blue Tokai, one of India’s fastest-growing direct-to-consumer (D2C) brands, is all set to debut in the Middle East through a strategic partnership with Dubai-based Ambrosia Gulf. The D2C coffee roaster will launch its first flagship café in the UAE in Q4 2025, marking its foray into the region’s rapidly growing premium coffee market.
The expansion aligns with the brand’s broader D2C expansion plans and strengthens its global presence. As part of the partnership, Ambrosia Gulf—a subsidiary of Ambrosia Foods Group, backed by private equity firm Pulsar Capital—will act as Blue Tokai’s master franchisee for the entire Gulf Cooperation Council (GCC) region.
2. Nasher Miles to Open 20-25 Offline Stores, Doubles Down on Quick Commerce and Product Diversification
Nasher Miles, a leading name in India’s D2C luggage space, is all set to expand its retail footprint with plans to launch 20–25 exclusive brand outlets (EBOs) by the end of this financial year. This strategic move aligns with the brand’s larger ambition to reach 100 stores across the country in the next two years, signaling aggressive growth in the D2C ecosystem India.
As a prominent player in the direct-to-consumer India landscape, Nasher Miles currently operates largely through digital platforms. The upcoming launches—three in Mumbai, two in Hyderabad, and one in Ahmedabad—mark a major push into tier-I cities, contributing to the D2C expansion plans for FY25.
Business Boost
1.Pee Safe Bets Big on Quick Commerce and Global Expansion, Targets 60% YoY Growth
In the fast-evolving landscape of D2C brands India, Pee Safe is redefining feminine hygiene with its innovation-first, omnichannel strategy. From launching India’s first toilet seat sanitizer spray to leading the menstrual cup and disposable period panty categories, the brand has grown into a powerhouse within the D2C ecosystem India—with eyes now firmly set on global expansion.
Founded by Vikas and Srijana Bagaria, the direct-to-consumer India brand was born out of a real-life health scare. What started with a need for public toilet hygiene has scaled into a full-fledged D2C personal care brand, now spanning 40,000 offline stores in India and a presence in over 23 countries.
2. Lenskart x Harry Potter™: A Magical Collaboration Unveils Limited-Edition Collector’s Box and Eyewear Collectio
In a move that combines brand magic with brand nostalgia, Lenskart, one of the fastest-growing D2C brands in India, has unveiled its most enchanting collaboration yet — a Limited-Edition Collector’s Box and a full-fledged Harry Potter™ x Lenskart eyewear collection, inspired by the legendary Chamber of Secrets. The initiative marks a striking blend of pop culture, immersive design, and D2C product innovation, creating a new benchmark in D2C brand collaborations across India’s growing direct-to-consumer ecosystem.
The announcement has stirred excitement among fans and fashion-forward buyers alike, as the launch is not just a collection — it’s a moment. A masterpiece crafted for collectors, the Collector’s Box is cloaked in deep green reminiscent of Slytherin’s lair, steeped in mystery, and deliberately produced in extremely limited quantities — making it a coveted treasure in the Indian D2C updates space.
Founders Funded
1.R for Rabbit Raises $27 Mn in Series B & Secondary Deals, Eyes Aggressive D2C Expansion
In one of the most significant moves in India’s D2C ecosystem in 2025,R for Rabbit, Founded by husband-wife duo Kunal and Kinjal Popat, a leading D2C baby products brand, is raising a total of ₹230 crore (approx. $27 million) through a combination of Series B primary capital and a strategic secondary exit. This development adds R for Rabbit to the growing list of VC-backed D2C brands actively scaling in India’s direct-to-consumer ecosystem.
According to regulatory filings, the company has secured ₹110 crore (approximately $13 million) in primary capital, led by Filter Capital with participation from 3one4 Capital. Filter Capital will infuse ₹70 crore, while 3one4 Capital contributes ₹40 crore in this latest Series B funding round—an important addition to the D2C funding news and Series B funding India headlines.
2. Truemeds Secures $20 Mn Series C Funding From Peak XV, Takes Total Round To $64 Mn
Founded by Akshat Nayyar and Kunal Wani, Mumbai-based Truemeds, one of the fastest-growing digital-first healthtech D2C brands India, has raised $20 million (INR 174 Cr) in a fresh infusion from Peak XV Partners as part of its extended Series C funding round. This brings the total funding in its Series C round to $64 million, making Truemeds a strong player in the D2C startup news and Indian D2C updates landscape.
The direct-to-consumer India brand issued 19,737 Series C2 CCPS at a premium of INR 88,231 per share, as per MCA filings accessed by Inc42. With this, the company’s post-money valuation has now crossed $400 million, placing it among the top funded D2C brands in the healthcare category.
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Anand Mahindra
44 Years of Leadership — Storms, Stillness & Lessons That Last
Anand Mahindra’s journey spans over four decades—44 years of navigating markets, crises, wins, and wipeouts. But his most powerful lesson isn’t about strategy, scale, or profit—it’s about perspective.
“When you’re in the eye of the storm, it feels like it’ll never end. But it always does.”
Through relentless pressure, high-stakes decisions, and silent challenges, Mahindra learned that nothing lasts forever—neither glory nor gloom. The key? Don’t let stress consume you. Stay focused, stay the course, and trust that the tide will turn.
As Anand says:
“Stress is only a drain. Just focus on doing the best you can. The situation will shift. It always does.”
