Hello 👋

The rain gods got the brief wrong this year. Incessant rains in some region and minimal rains in Delhi. Nevertheless, the D2C is still super hot (that’s the way we like it). A ton of new launches by brands and the funding train is chugging well.

What’s sizzling hot? 🔥

🎒Elevate the joy of travel

Mokobara, popular for its extremely stylish and functional travel & carry bags raised $6.5 Mn in a funding round led by Saama Capital and Sauce VC. Style factor was a given owing to Mokobara’s collab with London-based Design Studio Morrama & its investor Deepika Padukone. While the organised luggage sector is still dominated by the likes of American Tourister, Wildcraft, and VIP, the contemporary players are slowly budding.

Just last week, we wrote about Acefour Accessories funding (another contemporary bag brand) in a market that is valued at approx $3.5 bn. Other new age players include Scarters, Clownfish and Daily Objects.

💩You like it clean, they like it dirty

No matter the kind of stain or the kind of surface, Clensta claims to have a way out for you! It offers a host of cleaning solutions ranging from car shampoo, instant stain remover, pigeon repellant to vegetable cleaner. It has raised ₹30 Mn as debt from impact investors Caspian. The brand started off with a unique proposition of waterless cleaning products and has moved to a wider catalogue with innovative and sustainable products in both the home care and personal care segment.

Home cleaning is a $6 Bn market in India with prominent players like Beco, The Better Home, Purecult and Koparo.

👩A messy aff-hair

Founded in 2021, Neem Ayu offers a holistic wellness proposition for your hair. It tackles 2 of the biggest hair troubles people face today - anti-dandruff and hair fall, with a combination of Ayurvedic oil, shampoo, and capsules. This very young start-up grabbed the attention of Indian Cricketer Smriti Mandhana, who has invested an undisclosed sum in it.

In the D2C segment, the startup competes with ayurvedic startups including Brillare, Rey Naturals and The Ayurvedic Company. 

🔥🔥Even Hotter Updates

• Homegrown luxury men’s apparel brand Tea & Tailoring which turns sloppy lads into dapper, raised an investment from Kerala-based angel investors.

• Sexual health wellness and lifestyle brand Kindly (YC W22) raised $3.25 M in funding from Y Combinator, Goodwater Capital, and others.

• The future of digital dating and how new brands can swoop in.

Brands that caught our eyes 👀

😌Treasure Trove of Sukoon

On a recent visit to a waste-positive and sustainable cafe in Delhi called Greenr, we spotted Sukoon. It makes personal care products like lotions, handwash, and home candles with 100% natural ingredients - the scent will surely transpose you into some royal palace garden or a Hawaiian beach. Get an olfactory-gasm with their exciting range!

☕Moolah that Woolah

Yet another product to give Sukoon to your nose and your taste buds (with Tea)- Woolah offers TrueDips that is nothing like you have ever experienced - It is the World’s First Bagless Tea, which is in the shape of a tablet. Hence, it locks in the most authentic and exotic Assam tea flavours you have ever tasted! Just pop one in the cup and enjoy. Their Par-Tea includes Black and green Tulsi tea and Assam tea.

Trend of the week: Portables 🤏

Pandemic reaffirmed the concept of digital nomads - people are always on the move and want utilities that are easy to pack up and go when the next destination calls. This ‘on the move’ culture is driving demand for mini appliances. Here are a few of our interesting portable finds:

Reads and Recommendations 📚

• Mr Pichai’s recession-proof plan for employees

• An infographic on The Consumer Potential of Plant-Based Alternatives

• How to do Product Research on Amazon like a Pro

• How to prep for Amazon prime day (July 23-24)

PS: Amazon.com claims that 2022 edition was “the biggest Prime Day event in Amazon’s history”, selling over 300 Mn items during the two-day event.

Event Announcement

Kalaari Capital is organizing Consumer Collective - a window into the future of India's consumer brands. The summit has an incredible line-up of discussions with founders of Mamaearth, Rebel Foods, Wow Skin Science, & more, and workshops by leading execs from Swift, Klub and Meta to help founders navigate the challenges of building digital-first brands. 

Tune in virtually to Consumer Collective (Date: Wednesday, 20th July; Time: 4 PM-7.30 PM) 🚀 using this registration link here! Confirm your spot now!

That’s all for this week!

Byeee! Stay tuned for more insights about the D2C ecosystem in India.

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