Khetika Raises $18mn, Divine Hindu & AMAMA Get Early-Stage Funding: A Boost for India’s D2C and Lifestyle Sectors
The Indian startup ecosystem has been abuzz with recent funding announcements, with three notable companies securing significant investments. On July 7, 2025, Khetika, a popular direct-to-consumer (D2C) brand, raised $18 million in Series B funding, while Divine Hindu and AMAMA, two emerging lifestyle brands, secured seed and early-stage funding, respectively. These investments signal a growing interest in India’s D2C and lifestyle sectors, paving the way for brand expansion, product innovation, and significant growth.
Khetika’s Series B Funding
Khetika, a Bengaluru-based D2C brand, has been making waves in the Indian market with its unique products and sustainable practices. The company has now secured $18 million in Series B funding, led by Narotam Sekhsaria Family Office and Anicut Capital. This significant investment will enable Khetika to expand its product offerings, enhance its supply chain, and strengthen its online presence.
Founded in 2019, Khetika has built a loyal customer base by offering a range of eco-friendly products, including home cleaning solutions, personal care items, and sustainable packaging materials. The company’s commitment to sustainability and social responsibility has resonated with Indian consumers, who are increasingly seeking environmentally friendly options.
Divine Hindu’s Seed Funding
Divine Hindu, a Mumbai-based lifestyle brand, has secured ₹1.56 crore (approximately $200,000) in seed funding. The company plans to use this investment to develop its product line, expand its marketing efforts, and strengthen its e-commerce platform.
Divine Hindu offers a range of spiritual and wellness products, including incense sticks, essential oils, and meditation tools. The brand has gained popularity among Indian consumers seeking a more holistic and spiritual lifestyle.
AMAMA’s Early-Stage Funding
AMAMA, a Delhi-based lifestyle brand, has raised $1 million in early-stage funding from Mistry Ventures. The company plans to use this investment to enhance its product development, expand its marketing efforts, and build a strong online presence.
AMAMA offers a range of lifestyle products, including home decor items, wellness products, and fashion accessories. The brand has gained popularity among Indian consumers seeking unique and affordable products.
The Growing Interest in India’s D2C and Lifestyle Sectors
These funding announcements signal a growing interest in India’s D2C and lifestyle sectors. The Indian market has seen a significant surge in demand for online shopping, driven by the rise of digital payment methods, increased internet penetration, and changing consumer preferences.
The D2C sector, in particular, has seen significant growth in recent years, driven by the emergence of new brands and the increasing popularity of online shopping. According to a recent report, the Indian D2C market is expected to reach $35 billion by 2025, driven by the growing demand for online shopping and the increasing popularity of local brands.
Conclusion
The recent funding announcements by Khetika, Divine Hindu, and AMAMA are a testament to the growing interest in India’s D2C and lifestyle sectors. These investments will enable these companies to expand their product offerings, enhance their supply chain, and strengthen their online presence, paving the way for significant growth and brand expansion.
As the Indian startup ecosystem continues to evolve, it is likely that we will see more investments in the D2C and lifestyle sectors. With the growing demand for online shopping and changing consumer preferences, there has never been a better time for entrepreneurs and investors to explore opportunities in these sectors.
Source:
https://startuptalky.com/news/daily-indian-funding-roundup-key-news-7-july-2025/
Note: The funding amounts mentioned in the article are subject to change and may not reflect the actual amounts raised by the companies.
