D2C Weekly Buzz: Rashmika’s Fragrance Debut, Himalaya’s Digital Pivot, SUGAR’s Global Expansion & More 🚀
In this 99th edition of Pulse Weekly, we spotlight India’s boldest D2C plays—from celeb-led launches and digital pivots to major funding rounds.
National Disruptors
1.Rashmika Mandanna Launches Dear Diary: A Purpose-Driven Fragrance Brand in India’s D2C Ecosystem
Celebrated pan India actor Rashmika Mandanna has entered the direct to consumer India market with her fragrance brand, Dear Diary, in the most recent D2C news. Presented as among the newest D2C companies, Dear Diary uses emotion, personal storytelling, and excellent fragrance craftsmanship to establish a distinctive footprint in the already crowded D2C beauty and skincare India and personal care sector.
Dear Diary: A Scent Telling Tales
Each of the scents in Dear Diary’s first collection, including ‘National Crush,’ ‘Irreplaceable,’ and ‘Controversial,’ reflects a chapter from Mandanna’s life. Emphasizing authenticity, gratitude, and resilience—values that reflect Rashmika’s own path—this is a celebrity-backed D2C company. Dear Diary’s use of Indian components including pink lotus, jasmine, and sugarcane appeals to Indian as well as international audiences by providing a mix of tradition and worldly elegance.
Speaking on the brand, Rashmika Mandanna said, “With Dear Diary, I desired to give everyone a way to carry their stories with them, to feel comforted, connect, and, without apologies, express who they are.”
2. Himalaya Wellness Embraces Digital-First Marketing and Influencer-Led Growth in India’s D2C Ecosystem
the developing D2C environment India as the Indian personal care industry sees a rise of fresh direct-to-consumer India labels. Known for its Ayurveda-driven products and trusted legacy, the brand is today investing heavily in digital first initiatives, influencer collaborations, and purposeful storytelling to reach a younger, more digitally adept audience.
In a chat with Mint, Ragini Hariharan, Marketing Director – Personal Care and Hygiene at Himalaya Wellness, disclosed that more than 60% of the personal care marketing budget has been moved to digital channels. This change fits the expanding consumer need for online first contacts, hence Himalaya is a serious competitor among both established FMCG behemoths and the newest D2C firms dominating Indian D2C updates.
Himalaya’s new plan shows a better grasp of contemporary Indian D2C consumer behavior. For D2C efforts, the brand is concentrating on influencer marketing by working with digital creators that appeal to younger audiences across platforms like Instagram, YouTube, and new short video applications. Using influencer-led narrative, Himalaya seeks to increase awareness, credibility, and engagement while strengthening its reputation as a reputable but contemporary health brand.
Business Boost
1.SUGAR Cosmetics Raises $4.5 Mn to Boost Skincare Expansion – A Key Milestone in India’s D2C Beauty Space
D2C beauty and personal care company SUGAR Cosmetics is set to raise INR 38 Cr ($4.5 Mn) from its present investors, including Anicut Equity Continuum Fund, Elevation Capital, Malabar Investment, and L Catterton, one of the most important D2C fundraising news of the week. According to regulatory papers and Inc42 projections, the most recent D2C funding round values the company at INR 2,600–2,700 Cr ($320 million), the same assessment at which it secured $50 million in 2022.
Funding D2C Plans for Growth
Originally founded in 2015 by Vineeta Singh and Kaushik Mukherjee as a simple direct to consumer India site, SUGAR Cosmetics soon embraced an omnichannel D2C approach and now features over 45,000 retail locations. One of the fastest expanding sectors in the D2C ecosystem India, the D2C beauty and skincare India segment has been pioneered by SUGAR in partnership with companies such Mamaearth and Nykaa.
Confirming the growth, Kaushik Mukherjee, Cofounder and COO of SUGAR, said that the participating investors are current stakeholders with several tranches of funding projected over time. Almost a year after Malabar Investments bought early investors India Quotient and RB Investments INR 80 Cr worth of stock, this capital injection arrives.
2. Menhood To Raise INR 42 Cr Via Preferential Issue To Boost Growth In D2C Personal Care
NSE Emergelisted Menhood, a major D2C personal care brand, is looking for shareholder clearance to raise INR 42.16 Cr through a preferential offering of equity warrants in a major funding development in the D2C sector India. Since its listing in July 2024, the direct-to-consumer India firm has expanded significantly; this move represents yet another important landmark.
According to its most recent board meeting, Menhood’s parent firm, Macobs Technologies, has authorized the issue of 24.8 lakh fully convertible equity warrants priced at INR 170 each. Promoters as well as nonpromoter groups will be involved in the preferential problem. While Pinnacle Investments and Capital Vision would combine to infuse INR 8.5 Cr into the firm, cofounder and CBO Divya Gandotra will donate INR 8.16 Cr. With an INR 17 Cr biggest investment coming from current investor Raman Talwar, whose stake will increase to 8.15% after postallotment. After the deal, Capital Vision and Pinnacle Investments will each hold 4.07%.
September 1, 2025 is set for the exceptional general meeting (EGM) to confirm shareholder consent. Although Macobs Technologies has not announced any specific fund usage plans, market experts project the money will help D2C growth plans, enhance distribution networks, and allow D2C product introductions across new sectors to scale.
3.Kay Beauty: How Katrina Kaif’s D2C Brand Is Winning India’s Makeup Game
Already buzzing with legacy brands and fast-growing modern era disruptors when Katrina Kaif launched Kay Beauty in 2019, the Indian D2C beauty market was already humming with activity. With a clear direct-to-consumer strategy, a constant brand voice, and its collaboration with Nykaa—one of India’s largest D2C ecosystem success stories—Kay Beauty has carved out a strong place among the best D2C beauty and skincare brands five years later.
Kay Beauty’s Ascent in India’s D2C Market:
The adventure of Kay Beauty is a study of d2c brand building narratives. Backed by a partnership between Kaif and FSN ECommerce Ventures (Nykaa’s parent company), the brand debuted with the promise of clean, vegan, cruelty-free, inclusive MakeupThatKares. With estimates suggesting ₹240 crore revenue by FY25, Kay Beauty climbed to an annualised GMV run rate of ₹150 crore by Q4FY24 in only three years.
Kay Beauty set itself apart by using celebrity influence with Nykaa’s robust D2C business model India, even if the Indian beauty market is valued at ₹1,400 crore and competitors like Sugar, MyGlamm, and Mamaearth abound. Using Nykaa’s online reach and physical presence The brand guaranteed deep distribution and flawless access to urban millennials and Gen Z shoppers through luxe stores.
Supported by celebrities but carefully planned.
Founders Funded
1.Escape Plan generates $5 million to create India’s first DesignLed D2C platform for travel accessories.
Supported by Jungle Ventures’ First Cheque@Jungle programme and Fireside Ventures among other prominent angel investors, Bengaluru-based D2C company Escape Plan has successfully finished a $5 million seed funding round.
Founded in May 2025 by Abhinav Pathak—famous for leaving Perpule to Amazon—and retail veteran Abhinav Zutshi, Escape Plan combines design-forward planning with D2C innovation. Modern travelers are catered to by the brand, which offers a carefully chosen multibrand ecosystem of travel necessities: luggage, duffels, backpacks, slings, pouches, modular organizers, passport covers, neck pillows, and more.
With this new capital, Escape Plan aspires to expand its presence using an omnichannel D2C strategy, therefore:
Complementing its D2C website and retail strategy, starting over 18–24 months 100+ Tier I/II city offline stores.
Combining rapid commerce distribution, aiming for 1–2 hour fulfillment in important markets—satisfying growing customer demands.
Building a rewards system, establishing brand alliances, and growing inventory capacity with references to secondhand and repair services.
2. ANNY Raises ₹10 Crore in Pre-Series A Round to Accelerate D2C Fashion-Tech Growth
Fashiontech brand ANNY has raised ₹10 crore in a preSeries in the most recent D2C funding news. Leading a financing round, Atomic Capital represents a major accomplishment for one of the newest D2C companies in India. The money will be used to fund D2C growth initiatives, widen product lines, improve its patented technology stack, recruit top management, and reinforce distribution networks.
Modern Indian women’s d2c FashionTech brand
Launched in 2023 by Japjot Singh, Aveen Kaur, and Rahul Tanwar, ANNY is a multicategory D2C fashion and lifestyle company reshaping the affordable luxury category in direct-to- consumer India. Using its realtime, inventory-light D2C business strategy India, the company offers globally inspired, high quality clothing at reasonable prices while reducing operating inefficiencies.
“With Atomic Capital’s support, we’re not only expanding quicker but also more intelligently; our vertically integrated approach combined with real-time trend response helps us to reduce inventory risk and maximize consumer pleasure. He noted that this round of capital will propel the brand toward crossing ₹100 crore ARR by 2025, putting ANNY among the fastestgrowing D2C brands in the Indian D2C ecosystem.
RubHub – Everyday Living, Elevated
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Stylish Solutions for Modern Lifestyles
RubHub is a brand thoughtfully crafted for individuals who seek innovative essentials that elevate their daily routines—while striking the perfect balance between functionality and aesthetics. From home essentials and personal care to travel accessories and even pet products, RubHub’s curated range is designed to simplify life without compromising on quality or style.
Founded by Bindu Bajpai and Mohit Shukla, the brand combines high-quality materials with a sophisticated finish, allowing you to experience the elegance of stylish living in every detail.
Whether it’s organizing your space, caring for yourself, or travelling in style, RubHub transforms the mundane into delightful moments—creating a lifestyle that radiates ease and refinement from the inside out.
Make everyday feel extraordinary.
Mikhel Rajani
From Kitchens to Chillies — The Spark That Created Naagin Sauce
Naagin Sauce wasn’t born in a boardroom. It started with three old friends, a gut feeling, and a name that felt like fire.
While Mikhel was building kitchens, his friends Kshitij and Arjun were running a creative agency. Different lives, same wavelength. Their idea? A content show on Indian spice culture—Hot Ones, but desi. But Mikhel had already gone a step ahead. He’d bought a domain. No logo, no plan—just belief.
“Forget the show,” he said. “Let’s build Naagin Sauce.”
What began as a wild idea soon turned into a deep dive into India’s spice legacy. The trio discovered that India exports more chillies than any country on Earth—but didn’t have a hot sauce to call its own.
They didn’t remix Tabasco.
They didn’t slap Indian branding on a foreign recipe.
They built something original. From scratch.
And that’s how Naagin was born—out of friendship, one forgotten category, and a ridiculous amount of respect for Indian spice.
