Title: Khetika raises $18mn, Divine Hindu & AMAMA get early-stage funding
The Indian startup ecosystem has been witnessing a surge in funding activities, particularly in the Direct-to-Consumer (D2C) and lifestyle sectors. On July 7, 2025, three Indian startups, Khetika, Divine Hindu, and AMAMA, secured significant funding, marking a significant milestone in their journey towards growth and expansion.
Khetika, a Bengaluru-based startup, raised a whopping $18 million in Series B funding, led by Narotam Sekhsaria Family Office and Anicut Capital. This funding round is a testament to the company’s innovative approach and growth potential in the D2C space. Khetika, which operates in the e-commerce and retail sector, aims to utilize the fresh capital to scale its operations, expand its product offerings, and enhance its supply chain infrastructure.
Divine Hindu, a Mumbai-based startup, secured a seed round of ₹1.56 crore (approximately $200,000) from an undisclosed investor. This early-stage funding will enable the startup to develop its product line, focusing on creating unique and high-quality products that cater to the demands of the lifestyle and wellness market.
AMAMA, a Jaipur-based startup, raised $1 million from Mistry Ventures, a prominent venture capital firm. This funding round will help the startup to further develop its e-commerce platform, expanding its product range and enhancing user experience. AMAMA operates in the lifestyle and consumer goods space, offering a wide range of products, including fashion, beauty, and home decor items.
These funding announcements signal a growing interest in India’s D2C and lifestyle sectors, which are expected to drive growth and innovation in the coming years. The Indian startup ecosystem has been witnessing a significant shift towards D2C and lifestyle businesses, driven by changing consumer preferences, increasing digital penetration, and growing demand for unique and high-quality products.
The Indian D2C market has been growing at a rapid pace, driven by the rise of e-commerce and social media platforms. With increasing consumer awareness and preference for direct-to-consumer interactions, D2C startups are capitalizing on this trend, offering unique and personalized experiences to customers. The market is expected to continue its upward trajectory, with a projected growth rate of 20% per annum.
The lifestyle sector, too, has been witnessing significant growth, driven by increasing consumer spending on luxury and premium products. The COVID-19 pandemic has accelerated this trend, with consumers opting for premium and high-quality products to improve their quality of life.
The funding announcements by Khetika, Divine Hindu, and AMAMA are a testament to the growing interest in the D2C and lifestyle sectors. These startups are poised to capitalize on the growth potential in these sectors, driving innovation and expansion in the Indian market.
In conclusion, the recent funding announcements by Khetika, Divine Hindu, and AMAMA are significant milestones in the journey of these Indian startups. With the fresh capital, these companies are expected to drive growth, innovation, and expansion in the D2C and lifestyle sectors. As the Indian startup ecosystem continues to evolve, we can expect to see more exciting developments in these sectors, driving growth and innovation in the coming years.
Source: https://startuptalky.com/news/daily-indian-funding-roundup-key-news-7-july-2025/
