Limelight, iD Fresh, Even Healthcare, GOAT Life, FreshToHome, Antinorm & More 🚀
India’s D2C ecosystem is entering a new phase — driven by manufacturing depth, PE-backed food brands, outcome-led healthcare, science-first beauty, and founders scaling under pressure.
National Disruptors:
Limelight Lab Grown Diamonds Raises ₹250 Cr, Enters In-House Manufacturing to Build End-to-End D2C Jewellery Platform
Limelight Lab Grown Diamonds is making a big change by starting to grow and make its own diamonds. This means they’re becoming a fully in-house jewelry brand that sells directly to you. They’ve also gotten about ₹250 crore to help them grow, open more stores, and be a leader in India’s fast-growing lab-grown diamond market.
This move means Limelight will now handle everything from growing the diamonds to making, designing, and selling the jewelry. They want to have more control over quality, make things faster, and save money. With more competition in the lab-grown diamond world, doing everything themselves is a way to stand out as a brand that sells straight to customers in India.
The company says that making their own diamonds will cut down on relying on other suppliers, speed up product creation, and keep standards high across all their jewelry. In a market where people care about being open, eco-friendly, and getting good value, having a tight grip on the process puts Limelight in a strong position in the Indian market.
iD Fresh Secures Strategic Investment From Apax Partners to Accelerate Product Expansion and Global Growth
Big news for the D2C scene in India: iD Fresh Food, a food brand based in Bengaluru, just got a chunk of money from Apax Partners, a private equity firm in London. This investment is a big deal for iD Fresh as they want to get their products into more stores, areas, and sales channels, both in India and other countries.
Apax Partners is buying some of the shares from the original investors, Premji Invest and TPG NewQuest, and putting money directly into the company. Though the exact amount isn’t public, sources say Apax is investing around INR 1,300 Cr for a 25% stake, which values iD Fresh at about INR 4,500 Cr. If this is true, it’s one of the biggest D2C funding and private equity deals lately.
iD Fresh was started in 2005 by PC Musthafa and his cousins with a simple goal: to bring fresh, ready-to-cook food without preservatives to homes in India. Since then, they’ve become a well-known food and beverage brand, especially for their idli and dosa batter. Now, they’ve expanded to include frozen flatbreads, pancake and coffee mixes, and dairy items like curd and paneer.
Even Healthcare Raises $20 Mn, Total Funding Touches $70 Mn as It Scales Managed-Care Hospital Model
Even Healthcare, a managed care provider in Bengaluru, just got $20 million in new funding, which helps it stay near the top of India’s fast-growing healthcare platforms that put consumers first. The funding was led by current investors Lachy Groom and Alpha Wave, plus Sharrp Ventures also put money in. This brings Even Healthcare’s total funding to $70 million, and their company is worth double what it was last year, which shows investors trust their approach to healthcare.
This funding comes only a little over a year after Even Healthcare got $30 million in Series A funding back in October 2024. The company says they’ll use this new money to grow their hospital presence in Bengaluru and expand their managed-care hospital model, which combines primary care, tests, hospital stays, and recovery after leaving the hospital.
Even Healthcare, started in 2020, uses a membership-based healthcare model that focuses on keeping up with patient care instead of just trying to do a high volume of patients. Unlike regular hospitals that usually want more admissions and longer stays, Even focuses on results, recovery, and working together during the patient’s plan. From the very first appointment to tests, hospital stuff, and watching recovery at home, care teams are responsible for the whole process. This goes with what people in India want from healthcare.
Business Boost:
FreshToHome Raises ₹75 Cr via NCDs Led by Trifecta Venture to Power D2C Expansion and Quick Commerce Growth
FreshToHome, a big player in India’s online meat and seafood market, is getting ready to raise ₹75 crore through a debt round led by Trifecta Venture. The company’s board gave the thumbs up to issue 750 non-convertible debentures (NCDs) worth ₹10 lakh each. This move is all about making the business stronger and growing it more.
The money from these NCDs will go towards everyday expenses and other company needs. FreshToHome wants to keep its finances solid while still growing its online business in India. Lately, more and more online brands in India are using venture debt to get more time to grow without having to sell off pieces of the company right away.
Shan Kadavil and Matthew Joseph started FreshToHome back in 2015. Since then, they’ve built a huge supply chain for fresh fish, meat, and seafood. Now, they’re in almost 160 cities in India and have a good foothold in the UAE. Their goal? To be a well-known Indian online food brand worldwide.
SkinInspired Raises $2.9 Mn in Series A Led by Spring Marketing Capital to Accelerate D2C Skincare Growth
SkinInspired, a skincare brand based in Udaipur, just got $2.9 million (₹24 crore) in a Series A funding round! This is a big step for them in the growing direct-to-consumer market in India. Spring Marketing Capital led the round, and Lotus Herbals Beauty Innovation Fund and Arihant Patni also joined in. Unilever Ventures, who already invested before, put in money again.
This new funding comes less than a year after SkinInspired got ₹12.25 crore in a seed round in July 2024, which Unilever Ventures also led. With this Series A, SkinInspired can now grow even faster in the quickly growing skincare market in India. It’s a very competitive area right now.
Piyush Jain, who used to work in FMCG, and Dr. Prashant Agrawal, a skin doctor, started SkinInspired in 2022. They want to make products that are both clinically tested and good for customers. Instead of just following trends, they work with skin doctors to make skincare products that work. This focus on product quality has helped them get noticed in the crowded beauty and skincare space.
Antinorm Raises ₹28 Cr Seed Round to Accelerate D2C Growth and Product Innovation in India’s Beauty Market
Antinorm, a cool new beauty startup, just got ₹28 crore in seed money led by Fireside Ventures. V3 Ventures and Rukam Capital, who invested before, are also kicking in more cash because they really believe in Antinorm’s vision. This funding is a big deal for the brand as it grows its reach in India’s quickly growing direct-to-consumer (D2C) world.
Antinorm started out focusing on beauty solutions that really work and do a lot at once. People who want things to be easy but still work well are really into it. Instead of long, hard skincare routines, Antinorm makes it simple with smart products. Because people like it and keep buying it again, the company is getting cash to grow even more.
The beauty and personal care business in India should hit $30 billion by 2027. That means it is super competitive. Antinorm wants to be a different D2C brand that is all about working well, caring about the climate, and saving time.
Be Clinical Raises ₹6 Cr Seed Funding to Scale Science-Led D2C Skincare for Indian Consumers
Be Clinical, an Indian skincare startup that’s all about science-backed stuff for aging skin, just got ₹6 crore in seed funding. V3 Ventures (started by Arjun Vaidya) led the round, and Titan Capital (backed by Kunal Bahl and Rohit Bansal) also chipped in, showing they really believe in the brand.
Hemangi Dhir started Be Clinical in May 2025 because she saw a hole in the Indian skincare scene. There weren’t many real, science-based products made for Indian skin and conditions. Most stuff out there is just based on trends or super expensive treatments at clinics. Be Clinical wants to be a D2C brand that puts the product first, using testing and its own research and manufacturing. It seems like this approach is working because Indian shoppers are getting smarter, reading ingredient lists, and wanting products that actually do something.
Even though they’re pretty new, Be Clinical is doing well. By the end of 2025, they had over 25,000 customers, which shows that people are catching on and start to trust their India-specific products. This early success says the company and its products fills a gap in the market.
Flent Raises $2.5 Mn in Pre-Series A Round to Expand Full-Stack Rental Platform
Flent, a property tech startup based in Bengaluru, just got ₹21 crore (around $2.5 million) in a Pre-Series A funding round. They’re planning to use the money to grow outside of their home city and improve what they offer. The round included ₹17 crore in investments and ₹4 crore in debt, which shows that investors really believe in how Flent works and the progress they’ve already made.
Incubate Fund Asia led the funding round, with others like WEH Ventures, Twin & Bull Family Office, Stride Ventures, 91Ventures, Untitled VC, and some angel investors also kicking in, including Rajesh Yabaji, who co-founded BlackBuck. What’s cool is that over 40 landlords and renters who use Flent invested a total of ₹1 crore. This shows people really trust and like the brand.
Mayank Lalwani, Rishabh Agnihotri, and Shail Daswani started Flent in October of last year. It’s a rental platform that handles everything. They offer fully furnished places that are ready to move into, with flexible contracts. Flent takes care of the whole rental process, from designing the property to finding renters, keeping things maintained, and making sure rent is paid. They get rid of annoying things like brokerage fees and huge security deposits.
&Done Raises $3 Mn Series A to Build India-First, Salon-Led Professional Haircare Brand
Premium professional haircare brand &Done has raised $3 million in a Series A funding round led by RTP Global, with participation from All-in Capital, Suashish, and prominent angel investors including Kitty Agarwal (Info Edge Ventures) and Kunal Bahl and Rohit Bansal of Titan Capital. The funding marks a significant milestone for the young brand as it accelerates its ambition to build a global-quality, India-first professional haircare business rooted in salon trust and science-backed formulation.
Founded in 2023 by Saumya Yadav and Atit Jain, &Done operates on a salon-first distribution model, a strategic departure from the influencer-led or marketplace-first playbooks common across India’s D2C beauty landscape. The brand is currently present in over 500 premium salons across Delhi NCR, Karnataka, Tamil Nadu, Uttar Pradesh, Hyderabad, and select metro markets, positioning itself firmly within the professional haircare ecosystem.
The newly raised capital will be deployed across research and product development, team expansion, salon network growth, and brand building, as &Done scales both its professional and retail footprint. The company is also expanding across direct-to-consumer India channels, combining salon credibility with omnichannel D2C distribution to reach end consumers without diluting professional trust.
Founders Funded:
GOAT Life Bags ₹2 Cr on Shark Tank India 5, Scales Spoon-Free High-Protein Oats Brand
India’s direct-to-consumer ecosystem continues to witness strong momentum as GOAT Life, a fast-growing D2C food and nutrition brand, secured ₹2 crore in funding on Shark Tank India Season 5 at a valuation of ₹25 crore. The investment came from Aman Gupta and Anupam Mittal, who invested ₹1 crore each after being impressed by the brand’s clarity of mission, product innovation, and early traction. The episode aired yesterday evening, marking a major milestone for the brand and adding another win to the D2C Insider portfolio.
Founded by Yash Kalra, GOAT Life was born from a deeply personal problem. Kalra reportedly consumed over 2,100 bowls of oats and lost 20 kg, only to realise that while healthy eating works, consistency is often broken by friction—time, taste, and effort. GOAT Life was built with a simple yet powerful mission: reduce the friction for anyone who wants to eat better.
The brand entered the market with India’s first spoon-free, drinkable oatmeal—ready in just 30 seconds. The preparation is intentionally simple: mix, shake, sip, and move on with your day. Each serving packs up to 24g of protein, high fibre, chia and flax seeds, and zero refined sugar, positioning GOAT Life strongly within the fast-growing D2C food and beverage brands segment.
Capture A Trip Secures INR 75 Lakh Investment on Shark Tank India to Fuel Youth Travel Expansion
Capture A Trip Gets INR 75 Lakh on Shark Tank India to Grow Youth Travel
Capture A Trip (CAT), a travel startup in Delhi, landed INR 75 lakh from the Shark Tank India judges, an event that will help them grow. The investment values the company at INR 15 crore and should help CAT grow its international trips and also reinforce its presence in India’s unique travel spots.
The deal happened on a recent Shark Tank India Season 5 episode. The founders, Nitin Khanna and Anurag Singhal, shared the brand’s community-led travel idea. They wanted INR 75 lakh for 5% of their company, which got the panel interested fast.
Kunal Bahl and Mohit Yadav invested together at the valuation asked. The sharks liked the brand’s fast growth, clear position in the youth travel area, and its focus on safety, trust, and first-time travelers.
The Croffle Guys Raise ₹2.5 Cr on Shark Tank India Season 5 at ₹50 Cr Valuation to Fuel D2C Dessert Expansion
Mumbai-based dessert startup The Croffle Guys has raised ₹2.5 crore for 5 percent equity on Shark Tank India Season 5, valuing the fast-growing brand at ₹50 crore. The investment was led by Sharks Kunal Bahl and Mohit Yadav, marking a significant milestone in the brand’s journey within India’s rapidly evolving D2C food and beverage ecosystem.
The fresh capital will be used to accelerate outlet expansion across high-footfall urban locations while strengthening the brand’s digital-first and delivery-led presence. As D2C brands India increasingly blend physical retail with online discovery and food delivery platforms, The Croffle Guys is positioning itself as a modern, scalable quick-service restaurant (QSR) brand built for today’s convenience-driven consumers.
Founded by Annanya Agarwal, Veer Pinto, Amay Thakkar, and Rahul Vohra, The Croffle Guys is built around a single hero product—croffles, a hybrid dessert that combines the flaky richness of a croissant with the crisp texture of a waffle. The concept was discovered during a trip to Thailand and thoughtfully adapted for Indian tastes, quickly resonating with young, urban audiences seeking novelty, indulgence, and shareable food experiences. This focused-menu approach aligns with emerging D2C market trends 2025, where sharp product positioning and strong recall are key drivers of scale.
(D2C Insider Super Angels Portfolio Brand)
“We grew 20x from ’24 to ’25.
And honestly — 2025 had no chills.”
That line sums up the year at GOAT Life.
What started as a focused oatmeal brand quickly turned into something bigger — a modern-day breakfast brand for India. But the growth didn’t come quietly. It came with pressure, uncertainty, and decisions made in real time.
The year began with GOAT Life raising its first round, backed by operators and founders who brought more than capital — they brought belief. With that came responsibility. And the first real focus wasn’t ads or scale, but building the right team. Somewhere along the way, GOAT Life stopped feeling like “my brand” and became our brand.
Then came experimentation.
A limited-edition Tiramisu drop sold 10,000 boxes in 10 days, proving this wasn’t about one product — it was about demand, community, and brand pull. What followed was momentum: Blinkit onboarding, organic campaigns, and a ₹25K marketing budget turned into a 30-day Blinkit challenge.
The results were telling: 1.7M+ impressions
8,000 new followers
700+ inbound leads
And one day of selling 1,000 packets on Blinkit
Visibility grew. Validation followed — including a moment on Pitch Please that pushed the brand into a new consumer conversation.
Behind the scenes, it wasn’t easy.
Production scaled from 4,000 to 12,000 units/day.
The team grew from 15 to 40.
Operations stretched. Delivery timelines slipped. Disclaimers went live.
But demand didn’t slow.
GOAT Life crossed its entire previous month’s website revenue in just 2 days. October’s cash stress turned into November profitability. By year-end, the brand had served 2 lakh+ packets, closed a $200K addon round, and entered 2026 with momentum — and healthy fear.
Because real growth doesn’t feel comfortable.
GOAT Life’s journey is a reminder that breakout D2C brands aren’t built in calm phases.
They’re built when conviction meets speed, pressure, and relentless execution.
Sometimes, the year with no chills is the one that changes everything.
📌 D2C INSIDER WEEKLY UPDATE — EAST, THIS IS YOUR MOMENT (KOLKATA)
The D2C wave is moving East — and Kolkata is about to take centre stage.
On 31st January 2026, D2C Insider Regional CXO Meet – East lands in Kolkata, bringing together some of the sharpest builders, backers, and operators in the Indian consumer ecosystem.
This isn’t just another meetup.
This is India’s largest D2C founders’ confluence, happening in the East.
🗓 31st January 2026 | 2:00 PM – 8:00 PM
📍 Kolkata
Here’s what the room will look like:
600+ founders building across categories
350+ consumer brands at different stages of scale
150+ investors actively tracking the next breakout brands
100+ enablers powering growth behind the scenes
30+ startup pitches with real traction and real ambition
This is where:
Founders meet people who actually understand the grind
Investors discover companies before they become obvious
Operators exchange playbooks that don’t live on LinkedIn No noise.
No surface-level networking.
Just high-signal conversations and serious momentum.
If you’re building, backing, or enabling consumer brands in the East — this is your room.
🎟 Register now:
Kolkata, it’s time to show how the East builds. 🚀
Strong overview of how Indias D2C wave is maturing beyond just scrappy startups. The shift towards vertical integration at Limelight and the PE-backed growth at iD Fresh shows founders are thinking longterm about defensibility instead of just scaling GMV. The part about SkinInspired getting repeat investment from Unilever Ventures is interesting, signals that corporates are starting to see D2C not just as competition but as labs for testing consumer insights before they hit mass market. I've been watching the skincare space closely and thedifference between brands that build around ingredients versus those that build around outcomes is becoming clearer. The ones focusing on clinically backed results seem to be pulling ahead in retention.