This Week’s D2C Power Moves: HomeEssentials funding, Snitch x Paper Boat collab and much more...
In our 95th edition of Pulse Weekly, we bring to you the insider information from the D2C landscape. Our weekly newsletter is all about the week’s recap, the big business moves made, funding & more.
Orkla India Files for IPO via Offer‑for‑Sale, Tapping Public for Legacy FMCG Stake
Orkla India Ltd, the parent company of iconic brands such as MTR Foods, Eastern Condiments, and Rasoi Magic, has filed its draft red herring prospectus (DRHP) with SEBI to launch an Initial Public Offering (IPO) structured entirely as an Offer for Sale (OFS) of 2.28 crore equity shares.
Under this OFS, Orkla Asia Pacific Pte Ltd will divest approximately 2.01 crore shares, while promoter shareholders Navas Meeran and Feroz Meeran will each offer around 11.4 lakh shares. As it’s a pure OFS, all proceeds from the IPO will flow to the selling shareholders, with no fresh capital raised for the company.
Financially, Orkla India demonstrated solid performance in FY25, reporting a ₹2,395 crore revenue and a net profit of ₹256 crore, up from ₹2,356 crore and ₹226 crore in FY24. The company has delivered a 30% CAGR in profits over three years, along with healthy EBITDA margins above 11%, a ROCE of 32.7%, and a lean 21-day working capital cycle. It holds a significant 22% share in branded spices exports and earns over 20% of revenues from international markets including North America and West Asia.
Book‑running lead managers appointed for the IPO include ICICI Securities, Citigroup Global Markets India, JP Morgan India, and Kotak Mahindra Capital, with the equity expected to list on both BSE and NSE. Based on industry valuation benchmarks, Orkla India’s IPO could value the company between ₹9,000–11,000 crore.
HomeEssentials Raises $2.2M Seed Round to Redefine Home & Kitchen Retail
HomeEssentials, founded by brothers Tanishq and Divyam Jain, has secured $2.2 million in a seed funding round led by IndiaQuotient, aiming to revolutionize home and kitchen products in India. The brand, which blends functional design with aesthetic appeal, launched with just ₹1 crore from friends and family—and impressively generated ₹30 lakh in its first month.
Today, HomeEssentials is a rising force on its D2C platform, pulling in over ₹10 crore in monthly revenue. The fresh capital will fuel the expansion of their product lines and support the rollout of offline stores, starting in Delhi NCR. By combining digital strength with brick‑and‑mortar accessibility, the brand seeks to own a spot in modern Indian households.
The founders have adopted a sustainable growth strategy, prioritizing profitability over discount-led volume. With more funds, they aim to build a pan‑India presence and deepen consumer reach without compromising margins. This funding round underscores investor faith in their vision: to make home shopping functional, stylish, and widely accessible across India.
Thanks for reading D2C Insider Digest! Subscribe for free to receive new posts and support my work.
Snitch x Paper Boat Bring Summer Vibes In-Store with India’s First Chewable Drink
Menswear brand Snitch has teamed up with beverage innovator Paper Boat to deliver a unique summer shopping experience, blending fashion and refreshment. Launched on June 16, 2025, the campaign introduces Paper Boat’s latest offering, Nata—India’s first chewable drink—across select Snitch outlets in Delhi and Bengaluru.
The collaboration transforms Snitch stores into breezy, summer-themed zones complete with tropical visuals, vibrant installations, and photo booths (available in all stores except Delhi’s Lajpat Nagar). With every purchase, shoppers are treated to a complimentary Nata, reinforcing the campaign's tagline, “A Breezy Escape.”
According to Chetan Siyal, Chief Marketing Officer at Snitch, “This collaboration with Paper Boat is about crafting an experience. We’re not just offering clothes—we’re offering a mood.”
The activation is supported by bold in-store branding—easel stands, tent cards—and amplified online through influencer content and community buzz. More than just a seasonal sale, this partnership sets a fresh benchmark for experiential marketing in the D2C space, making summer shopping not just stylish, but sensorial.
Zivame Unveils Its First Franchise Store in Madurai, Igniting Pan‑India Retail Drive
Zivame, India’s leading D2C intimate‑wear brand, has inaugurated its first-ever franchise outlet at Vishal De Mall in Madurai, Tamil Nadu, on June 11, 2025. This move marks a crucial milestone in its offline growth strategy, targeting deeper penetration into tier‑2 and tier‑3 markets across the country.
The launch saw a vibrant turnout, with the opening event graced by key figures including Rajarathinam Ilakovan, Director of Vishal De Mall, and Zivame’s CEO Lavanya Pachisia, alongside the brand’s retail and marketing heads. This debut franchise location is part of Zivame’s broader strategy to complement its strong digital presence with a robust physical footprint.
Lavanya Pachisia emphasized the importance of the South Indian market, stating that Madurai’s store would enable a stronger connection with local consumers through expert-fit guidance and inclusive design offerings.
By introducing franchising, Zivame is empowering local entrepreneurs to tap into a proven business model supported by brand equity and operational resources. The brand plans to replicate this format in other emerging cities, aiming to make its products more accessible to women across India.
Darwix AI Raises $1.5M Seed to Power Enterprise Conversational Intelligence
Gurugram‑based GenAI startup Darwix AI has secured $1.5 million in a seed funding round led by Rebalance, Inflection Point Ventures (IPV), and the JITO Incubation & Innovation Foundation, with support from Growth Sense, Growth91, and angel investors like Ankit Nagori and Amit Lakhotia.
Founded in 2022 by IIM alumni Ajay Sethi and Hanit Awal, Darwix AI offers “Transform+,” an omnichannel conversational intelligence platform powered by its proprietary large‑language-model stack. The platform provides real‑time agent assistance, customer interaction analysis, and workflow automation across voice, chat, email, and in‑person touchpoints. It’s already deployed across major BFSI and retail enterprises operating in India, the Middle East, and Southeast Asia, with plans to deepen penetration in the US.
Darwix’s goal is to unify fragmented point solutions into a cohesive, secure, multi‑tenant AI stack that “not only understands but elevates every customer interaction.” The fresh capital will be used to accelerate product development, expand its global footprint—especially in the US—and grow its team to support enterprise-level deployments.
Nuvie Raises $450K Pre‑Seed to Scale Health‑Focused F&B Brand
Bengaluru‑based wellness-focused F&B startup Nuvie has secured a $450,000 (₹3.8 cr) pre-seed round led by accelerator PedalStart, with participation from industry stalwarts like Mukesh Bansal (Myntra/Cult.fit), Ayyappan R (FirstClub/Cleartrip), Chanakya Gupta (Tuco Kids/Flipkart), and Arun Sharma (Qlub UAE).
Launched in May 2024 by Prashant Paliwal and Hem Narayan, Nuvie delivers protein-rich, lactose-free shakes already available across 100+ premium stores and 200+ gyms in metro cities.
With monthly revenues exceeding ₹10 lakh from the outset, the startup is targeting an ₹10 crore ARR by end-2025.
The infusion of funds will fuel expansion of its product pipeline, including five new shake variants, a protein chocolate bar, and “Proffee”—India’s first protein cold coffee. Capital will also support brand-building, content creation, and enhanced distribution through quick-commerce channels like Blinkit, Instamart, and BigBasket.
Co-founders emphasize their mission: “crafting innovative products that strike the perfect balance between health and indulgence.” PedalStart’s leadership adds, “Nuvie stands out in making healthy foods delicious and convenient.”
Dobra- Giving 15% discount across their entire range
Dobra is a clean-label food & beverage brand reimagining global pantry staples for the Indian palate. Founded by Rahul, Ewa, and Anu Johar, Dobra offers vibrant, globally inspired products like botanical sodas, gourmet nut butters, and artisanal snacks—crafted with real ingredients, no shortcuts. Rooted in taste and transparency, the brand is building a loyal D2C presence while preparing for scale with a sharp focus on storytelling, innovation, and conscious indulgence.
Boldedge- Giving 15% discount on minimum order of ₹999 across their entire range
Founded by Gaurav Mehra and Nachita Yadav, BoldEdge is a modern sexual wellness brand built to break stigma, simplify self-care, and make premium wellness accessible. Positioned between overpriced luxury and low-quality alternatives, BoldEdge offers discreet, effective, and affordable products rooted in science and empathy. With a mission to empower individuals to feel confident and cared for—mentally and physically—BoldEdge is redefining sexual wellness in India, one honest conversation at a time.
D2C Insider Launches Elevate Cohort 5 to Back India’s Next Consumer Startup Leaders
D2C Insider has announced the launch of Elevate Cohort 5, its flagship 12-week accelerator for high-potential consumer startups gearing up to raise their first cheque. With only 30 spots available, the program kicks off this August, targeting founders generating ₹5L–₹50L+ in monthly revenue with operational D2C websites and marketplace presence.
Beyond capital of up to ₹1 Cr via Super Angels, founders get access to ₹25L+ worth of growth tools, 50+ top-tier investors on Demo Day, and hands-on mentorship from industry leaders like Gaurav Khatri (Noise), Mohit Yadav (Minimalist), and Aarti Gill (OZiva).
Elevate isn’t just a funding platform—it’s a momentum machine. Over 80 startups have graduated from the past four cohorts, gaining clarity, community, and capital.
If you’re building the next big D2C brand, this is your moment. Apply now: d2ci.co/elevate_apply
D2C Insider CXO Meet – West is Happening in Mumbai on 26th July (Date Updated)
The most anticipated gathering of the D2C (Direct-to-Consumer) ecosystem in Western India is just around the corner! D2C Insider is thrilled to announce the Regional CXOMeet – West, taking place on 26th July in Mumbai. This exclusive, invite-only event will bring together the brightest minds and most influential leaders shaping the future of D2C brands in India.
At the heart of this regional CXO meet is a simple mission: to create meaningful connections among top founders, investors, and enablers in the D2C space. Whether you're looking to explore strategic partnerships, gain industry insights, or simply be part of a powerful network, this event promises unparalleled value. With over 100+ handpicked attendees, the event will feature high-impact conversations, curated networking opportunities, and a premium goodie bag showcasing emerging products from promising brands. If you're looking to get your product into the right hands or elevate your presence in the D2C community, this is your moment.
Don’t miss this opportunity to be where the D2C action is. Whether you're an established brand or an emerging player, the D2C Insider Regional CXO Meet – West is your gateway to growth, visibility, and powerful connections. Register now and join us in Mumbai on 26th July to be a part of a movement that’s redefining consumer commerce in India.
