
Khetika Raises $18mn, Divine Hindu & AMAMA Get Early-Stage Funding
The Indian startup ecosystem has witnessed significant funding activity in recent times, with the latest round of investments further solidifying the country’s position as a hub for entrepreneurship and innovation. On July 7, 2025, three Indian startups – Khetika, Divine Hindu, and AMAMA – received substantial funding, signaling a growing interest in the country’s D2C (direct-to-consumer) and lifestyle sectors.
Khetika Secures $18mn in Series B Funding
Leading the pack is Khetika, a social commerce platform that enables women artisans and farmers to sell their products directly to consumers. The startup has now raised $18 million in Series B funding, led by Narotam Sekhsaria Family Office and Anicut Capital. This significant investment will enable Khetika to expand its brand presence, product offerings, and geographic reach. Khetika’s mission is to empower marginalized communities through sustainable livelihoods, and its funding will help the company achieve this goal.
Khetika’s social commerce model has resonated with consumers who are increasingly seeking authentic, sustainable, and locally sourced products. The platform’s focus on women’s empowerment and community development has also attracted the attention of socially responsible investors. With its fresh funding, Khetika is poised to further disrupt the traditional retail landscape and create a more equitable and transparent supply chain.
Divine Hindu Secures ₹1.56 Crore in Seed Funding
Divine Hindu, a lifestyle brand that offers sustainable and eco-friendly home decor products, has secured ₹1.56 crore in a seed round of funding. The investment was led by a group of angel investors and will be used to scale the company’s operations, expand its product portfolio, and strengthen its online presence.
Divine Hindu’s focus on sustainability and eco-friendliness has resonated with environmentally conscious consumers who are willing to pay a premium for products that align with their values. The brand’s commitment to reducing waste and promoting a circular economy has also attracted the attention of socially responsible investors.
AMAMA Raises $1mn from Mistry Ventures
AMAMA, a digital wellness platform that offers personalized health and nutrition advice, has received $1 million in funding from Mistry Ventures. The investment will be used to develop the platform’s AI-powered chatbot, expand its team of experts, and enhance its user experience.
AMAMA’s digital wellness platform has gained popularity among health-conscious individuals who are seeking personalized advice and guidance on maintaining a healthy lifestyle. The company’s focus on preventative care and wellness has also attracted the attention of health insurance providers and employers who are seeking to reduce healthcare costs.
Growing Interest in D2C and Lifestyle Sectors
The funding rounds announced on July 7, 2025, signal a growing interest in India’s D2C and lifestyle sectors. These sectors have attracted significant attention in recent times due to their potential for growth, scalability, and social impact.
The D2C sector, in particular, has seen significant traction in recent times, driven by the rise of e-commerce and the increasing demand for personalized products and services. Indian consumers are increasingly seeking unique, high-quality products that reflect their individuality and values, and D2C brands are well-positioned to capitalize on this trend.
The lifestyle sector, which includes categories such as home decor, wellness, and sustainability, has also seen significant growth in recent times. Indian consumers are increasingly seeking products and services that align with their values and lifestyle, and lifestyle brands that offer sustainable and eco-friendly products are well-positioned to capitalize on this trend.
Conclusion
The funding rounds announced on July 7, 2025, demonstrate the growing interest in India’s D2C and lifestyle sectors. These sectors have attracted significant attention due to their potential for growth, scalability, and social impact. Khetika, Divine Hindu, and AMAMA are just a few examples of Indian startups that are disrupting traditional industries and creating new opportunities for growth and innovation.
As the Indian startup ecosystem continues to evolve, we can expect to see more funding activity in the D2C and lifestyle sectors. These sectors offer significant potential for growth and social impact, and investors are increasingly seeking out startups that offer unique products and services that align with their values.
Source
https://startuptalky.com/news/daily-indian-funding-roundup-key-news-7-july-2025/