Reliance × Manna, GIVA, Pepperfry, Clayco, Sweet Karam Coffee, ROSADA & More 🚀
India’s D2C ecosystem is consolidating and scaling — driven by acquisitions, rising valuations, expansion, and founder momentum. 🚀
National Disruptors
Reliance Consumer Acquires Manna, Strengthening Its Play in India’s Fast-Growing Millet & Health Foods D2C Ecosystem
Reliance Consumer Products Ltd (RCPL), which is the FMCG part of Reliance Industries, has bought Southern Health Foods. This company from Tamil Nadu owns Manna, a well-known health food brand. The price isn’t public, but it’s a move to grow in the quickly changing India Direct-to-consumer and packaged food market.
If you follow India’s D2C news, this deal shows that the D2C scene in India is getting more consolidated. This is especially true for health-focused foods like millet-based products. Southern Health Foods has been around for over 20 years and made Manna a well-known brand in Tamil Nadu and nearby southern states.
Manna sells millets, oats, multigrain items, breakfast cereals, health mixes, dry fruits, and baby food. These products fit well with what Indian D2C consumers want, like good nutrition, traditional grains, and ways to stay healthy. Their millet flour, multigrain drink mixes, and baby food are trusted in the health food world. That makes Manna a good addition to RCPL’s growing food section.
GIVA Raises $12 Mn in Series C Extension, Valuation Climbs to ₹4,900 Cr Amid Strong D2C Growth Momentum
In the latest D2C news India spotlighting sustained investor confidence in high-growth consumer brands, omnichannel jewellery startup GIVA is set to raise ₹110 crore (approximately $12 million) in an extended Series C funding round. The round is led by HPV CC1 Ltd, with participation from Premji Invest, Kenro Capital, and Titan Capital—marking another significant milestone in D2C funding news and Indian D2C updates.
This fresh capital infusion comes just nine months after GIVA raised ₹530 crore ($61.5 million) in its Series C round in June last year. With this extension, GIVA’s D2C startup valuation is expected to rise to around ₹4,900 crore ($545 million), reflecting a 22% increase from its previous valuation of nearly ₹4,000 crore. The development stands out in D2C funding rounds and reinforces GIVA’s position among top funded D2C brands in the D2C ecosystem India.
According to regulatory filings, GIVA’s board has approved the issuance of 94,01,710 Series C1 compulsorily convertible preference shares at ₹117 per share to raise the ₹110 crore tranche. HPV CC1 Ltd is leading the round with an investment of ₹74.25 crore, followed by Kenro Capital with ₹13.75 crore in primary capital. Premji Invest (via PI Opportunities Fund II) and Titan Capital (via Winners Fund) are investing ₹11 crore each. The proceeds will be deployed toward operational expenses, hiring, marketing, and other general corporate purposes—fueling GIVA’s D2C expansion plans and omnichannel D2C strategy
Pepperfry Raises $17.6 Mn in Fresh Funding Round, Reinforces Omnichannel D2C Expansion Strategy Amid Evolving Market Dynamics
In the latest D2C news India and D2C funding news update, omnichannel furniture brand Pepperfry is raising ₹158.4 crore (approximately $17.6 million) in a fresh funding round led by Morde Foods and SageOne Investments, with participation from Newage Global Ventures, F3 Advisors, and over 50 investors, including angel investor and Indian cricketer Shreyas Iyer. This development adds to the ongoing momentum in D2C funding rounds and highlights how established D2C brands India are recalibrating for sustainable growth within the D2C ecosystem India.
The board approved the issuance of 40,51,174 equity shares at an issue price of ₹391 each to raise the capital, as per regulatory filings. Of the total ₹158.4 crore, Pepperfry has already received ₹105 crore (approximately $11.7 million), with the remaining capital expected shortly. Morde Foods is leading the round with ₹25 crore ($2.77 million), followed by SageOne Investments with ₹20 crore and Newage Global Ventures with ₹14.8 crore. Angel investors Sidharth Iyer and Vikas Arora are investing ₹15 crore and ₹8.25 crore respectively, alongside 49 other investors.
This round follows Pepperfry’s $5.1 million raise in June 2025 from existing investors including General Electric Pension Fund, Norwest Venture Partners, Goldman Sachs, and Panthera Growth Partners.
Business Boost
Clayco Cosmetics Raises ₹29.99 Cr Series A to Accelerate Premium Skincare Growth in India’s Expanding D2C Beauty Ecosystem
In one of the latest D2C news India updates and a strong signal in D2C funding news, Clayco Cosmetics, a premium direct-to-consumer India skincare brand, has secured ₹29.99 crore ($3.3 million) in a Series A funding round led by London-based Twenty Nine Capital Partners. The round marks a significant milestone for the 2023-founded startup and reinforces investor confidence in India’s rapidly expanding D2C beauty and skincare India segment.
Founded by Niharika Jhunjhunwala, Clayco Cosmetics operates as a premium D2C brand focused on building high-quality skincare solutions for modern consumers. The startup’s board allotted 1,529 Series A non-cumulative Compulsorily Convertible Preference Shares (CCPS) at a premium of ₹1.96 lakh per share on December 23, 2025, raising ₹29.99 crore in fresh capital. This Series A funding India transaction positions Clayco among the latest D2C startups attracting global capital in India’s D2C ecosystem India.
The ₹29.99 crore ($3.3 million) Series A funding from Twenty Nine Capital Partners will enable Clayco Cosmetics to scale operations, invest in product innovation, strengthen R&D, and significantly ramp up brand marketing.
Sweet Karam Coffee Raises ₹30 Cr in Series A Extension at 85% Valuation Premium, Strengthening India’s D2C Food Growth Story
In the latest D2C news India spotlighting strong investor conviction in regional food brands, South Indian food startup Sweet Karam Coffee (SKC) is set to raise ₹30 crore (approximately $3.31 million) in a Series A extension round from existing investors Peak XV Partners and Fireside Ventures. The fresh capital comes at an 85% valuation premium, marking a significant milestone in D2C funding rounds and reinforcing momentum in India’s fast-growing D2C food and beverage brands segment.
According to regulatory filings, the board of Sweet Karam Coffee has approved the issuance of 19,221 Series A1 compulsorily convertible preference shares at an issue price of ₹15,609 per share to raise ₹30 crore in this tranche. Peak XV Partners will lead the round with ₹20 crore, while Fireside Venture Investment will participate with ₹10 crore. With this extension, the company’s post-money valuation is expected to rise to approximately ₹580 crore (around $64 million), up from ₹313 crore (about $36.7 million) in its previous $8 million round.
House of Biryani Secures Investment from Amol Parashar, Strengthening Celebrity-Led Growth in India’s D2C Food Ecosystem
Cloud kitchen brand House of Biryan got an investment from actor Amol Parashar. This is his first step into the food and beverage world as an investor, not just someone promoting the brand. This gives a boost to India’s quickly changing D2C scene, where famous people are buying stakes in growing consumer brands.
For those following D2C startup news, this shows a bigger change in the D2C landscape. Celebrities are doing more than just endorsing D2C startups; they’re investing and becoming long-term partners. Parashar is joining former Indian cricket captain M S Dhoni, who also backs House of Biryan, adding well-known and trusted figures to the brand’s investor group.
Parashar, known for his roles in Tripling, Sardar Udham, and Gram Chikitsalay, and as an IIT Delhi graduate, brings together creative charm and smart thinking—qualities that fit well with today’s D2C brand stories. He announced his involvement in a funny social media video, presenting himself as a long-term partner in House of Biryan’s business, not just a face for ads.
Founders Funded
ROSADA Secures ₹1.25 Cr on Shark Tank at ₹31.25 Cr Valuation, Strengthening India’s Premium Kids D2C Ecosystem
In one of the notable moments in recent D2C news India and D2C startup news, Kolkata-based ROSADA – Tots Luxury Brand appeared on Shark Tank India Season 5 and secured a deal that reinforces growing investor confidence in India’s premium kids and gifting segment within the D2C ecosystem India.
Founded in 2014 and headquartered in Kolkata, Rosada Unicorn Pvt. Ltd. is a 100% Make in India luxury brand specializing in customized baby and kids’ products. The founders, Shalu Agarwal and Bhupesh Agarwal, entered the tank seeking ₹1.25 crore for 4% equity, implying a valuation of ₹31.25 crore. After deliberation, Sharks Ritesh, Aman, and Namita made a counter-offer of ₹1.25 crore for 5% equity along with a 2% royalty until ₹1.25 crore is recouped. The founders accepted the offer, marking a significant milestone in India’s fast-evolving Direct-to-consumer India landscape.
ROSADA operates in the premium kids’ lifestyle space, offering handcrafted, personalized products including school bags, name hangings, bedsheets, nursery décor, and curated gifting solutions.
Kreo Secures Shark Tank Deal at ₹200 Cr Valuation, Powering India’s Fast-Growing D2C Electronics Ecosystem
In one of the standout moments in recent D2C news India and D2C startup news, Bengaluru-based Kreo appeared on Shark Tank India Season 5 and secured a strategic investment that reinforces investor confidence in India’s rapidly expanding gaming and creator economy within the D2C ecosystem India.
Founded in 2022 by Ishan Sukul and Himanshu Gupta, Kreo is an Indian Direct-to-consumer India consumer electronics brand focused on gaming and content creation. The founders entered the tank seeking ₹2 crore for 1% equity, implying a ₹200 crore valuation. After discussions, Shark Ritesh presented a counter-offer of ₹1 crore for 1% equity along with ₹1 crore in debt at 9% interest for three years. The founders accepted the deal, marking a key milestone in India’s evolving D2C funding news and early-stage angel investment D2C landscape.
Kreo operates in the high-growth D2C electronics and gadgets category, offering high-performance mice, mechanical keyboards, microphones, tripods, and lighting solutions tailored for gamers and content creators.
Kelvin6K Secures ₹1 Crore Shark Tank Deal to Accelerate 3D-Printed Sustainable Construction in India
Kelvin6K, a construction company in Chennai, just got ₹1 crore in funding on Shark Tank India Season 5. This is a big deal for India’s tech and startup scene.
Dr. Pradeepkumar Sundarraj started Kelvin6K in 2020. They use concrete 3D printing to make houses faster, cheaper, and with way less pollution.
He went on Shark Tank asking for ₹1 crore for 1.3% of his company. Ritesh Agarwal made a different offer: ₹1 crore for 2.86% equity plus 2.14% advisory equity. The founder agreed, getting money and business advice.
Kelvin6K mixes robotics, sustainability, and construction tech. They use 3D concrete printers made in India to build homes right on-site. This cuts construction time by 50%, costs by 30%, and pollution by 90%. Their business is scalable and has a real impact.
“25 years ago, that was me.”
As Umar Akhter celebrated the launch of Koskii’s new app and website with his young tech team, he found himself transported back in time.
Fresh graduates.
1–2 years of experience.
Big dreams. Quiet ambition.
He saw his younger self in them.
A broken second-hand Hero Winner.
A starter salary.
Working relentlessly.
Dreaming of “kabhi meri bhi gaadi hogi… kabhi apna ghar hoga.”
He wasn’t the smartest in the room.
Not an IIT. Not an IIM.
But a few principles never changed.
Do what aligns with who you are.
If you’re not sharp at what you do, maybe you’re in the wrong field. Find your calling.
Put in the extra effort.
Business-as-usual won’t separate you. The late nights will.
Believe.
That quiet faith — “hoga, bas time ki baat hai” — carries you when nothing seems to move.
And most importantly: ownership.
Own the outcome. The mistakes. The learning. No excuses.
Looking back, there are no regrets. Only gratitude.
Watching Koskii’s young tech team build the future reminded him of one simple truth:
Time rewards clarity, effort, belief, and ownership.
And their time will come too.
📌 D2C INSIDER WEEKLY UPDATE — SOUTH GOES LIVE
No countdown now.
It’s happening.
Bangalore hosts the D2C Insider CXO Meet – South today — and the room is full of people who don’t just talk growth, they build it.
Founders walking in with ambition.
Investors walking in with intent.
Operators walking in with experience.
By evening, new conversations will have started — and some of them will turn into the next big moves in D2C.
Bangalore, let’s get to work. 🚀