Khetika raises $18mn, Divine Hindu & AMAMA get early-stage funding
The Indian startup ecosystem has been buzzing with excitement as several homegrown brands secured significant funding in recent days. In the latest development, Khetika, a D2C (Direct-to-Consumer) brand, raised a whopping $18 million in Series B funding, while Divine Hindu and AMAMA secured early-stage investments. These deals signal a growing interest in India’s D2C and lifestyle sectors, paving the way for brand expansion and product innovation.
Khetika’s $18mn Series B Funding
Khetika, a fashion and lifestyle brand, announced a $18 million Series B funding round on July 7, 2025. The round was led by Narotam Sekhsaria Family Office and Anicut Capital, with participation from existing investors. The startup plans to utilize the fresh capital to expand its product offerings, strengthen its e-commerce capabilities, and scale its operations.
Established in 2020, Khetika has made a name for itself by offering high-quality, affordable fashion products to consumers. The brand’s success can be attributed to its focus on sustainability, community engagement, and innovative marketing strategies. With this latest funding round, Khetika is poised to take its brand to the next level, leveraging its strong online presence to reach a wider audience.
Divine Hindu’s ₹1.56 crore Seed Funding
Divine Hindu, a wellness and lifestyle brand, secured ₹1.56 crore (approximately $200,000) in a seed funding round. The investment was led by a clutch of angel investors and family offices. The startup plans to utilize the funding to develop its product portfolio, enhance its online presence, and expand its distribution network.
Divine Hindu was founded in 2022 with the mission of promoting holistic wellness through its range of natural and Ayurvedic products. The brand has gained a loyal following among health-conscious consumers, who appreciate its commitment to quality and sustainability. With this seed funding, Divine Hindu is expected to accelerate its growth, leveraging its strong brand recognition to tap into the burgeoning wellness market.
AMAMA’s $1mn Funding from Mistry Ventures
AMAMA, a D2C brand focused on personal care and wellness, raised $1 million in funding from Mistry Ventures. The startup plans to utilize the investment to enhance its product development, marketing efforts, and e-commerce capabilities.
AMAMA was founded in 2021 with the goal of offering affordable, high-quality personal care products to consumers. The brand has gained popularity among young professionals and stay-at-home parents, who appreciate its convenient online shopping experience and wide range of products. With this funding, AMAMA is poised to expand its product portfolio, strengthen its online presence, and increase its brand visibility.
Growing Interest in India’s D2C and Lifestyle Sectors
These funding deals signal a growing interest in India’s D2C and lifestyle sectors, where brands are increasingly focusing on product innovation, community engagement, and online marketing. As consumers become more discerning about the products they buy, D2C brands are well-positioned to capitalize on this trend.
The Indian D2C market is expected to reach $35 billion by 2025, driven by factors such as increasing internet penetration, growing e-commerce adoption, and rising demand for affordable, high-quality products. As the market continues to grow, we can expect to see more brands like Khetika, Divine Hindu, and AMAMA securing funding to fuel their growth and expansion.
Conclusion
In conclusion, the recent funding deals involving Khetika, Divine Hindu, and AMAMA are a testament to the growing interest in India’s D2C and lifestyle sectors. As these brands continue to innovate and expand, they are poised to shape the future of the Indian startup ecosystem. With their focus on product quality, sustainability, and community engagement, these brands are well-positioned to succeed in the competitive Indian market.
Source: https://startuptalky.com/news/daily-indian-funding-roundup-key-news-7-july-2025/
