In large enterprises, employees often struggle with internal workflows — be it tech glitches, onboarding hiccups, task delays, or a lack of timely support. These seemingly small problems can snowball into lost time and reduced productivity.

This is where there’s a growing need for smart, automated solutions that can take care of critical internal tasks quickly, efficiently and with minimal human involvement.

Founded in 2022 by Vijay Rayapati, Kiran Darisi and Parsuram Vijayasankar, Atomicwork is addressing this pain point of organisations by building AI-powered tools for enterprises. With its solutions, Atomicwork automates and streamlines internal workflows, reduces dependency on multiple platforms, and helps employees solve problems instantly.

Atomicwork’s endeavour is in sync with today’s enterprise needs — the ones related to exploring AI products, especially autonomous AI agents, to automate internal workflows like tech support, onboarding, task management, and more. 

According to a report, 33% of enterprise software applications will include agentic AI by 2028. Besides, at least 15% of daily work decisions would be made autonomously through agentic AI.

Atomicwork aims to capture a large portion of this growing market with its voice and vision AI agents for enterprise IT teams. 

Since its inception, it has raised $40 Mn to fund its technology development, hiring, and global customer acquisition. It is backed by marquee investors, including OpenAI-backed Khosla Ventures, Blume Ventures, Z47, and Peak XV.

Laying The First Bricks Of Atomicwork

While Rayapati is a second-time entrepreneur, who sold his previous startup Minjar to Nutanix in 2018, Darisi and Vijayasankar were part of the founding team at Freshworks. 

Having previously built software for developers and small and medium businesses, the trio joined hands to develop solutions that can help enterprises solve complex workflow challenges. This led to the creation of Atomicwork.

After its inception in 2022, the founders spent a year building a base platform. During this time, they were experimenting with AI and working on customer acquisition plans. In 2024, Atomicwork started full-fledged deployment of its platform with large enterprises.

“In any business, people use various tools and follow set processes to deliver a product or service. But along the way, they often face issues — usually due to lack of knowledge, insufficient training, or simply not reading the documentation. That’s where automation can step in and make a real difference,” the founders said.

Rayapati said Atomicwork solves this problem end-to-end for enterprises so that their businesses can operate much faster and they are not required to integrate 10 different tools to get basic help.

The startup has built an Agentic AI platform, Atom, which can be integrated with platforms like Microsoft Teams, Slack, Jira, Salesforce, Google Drive, and WordPress to ensure end-to-end problem-solving for enterprises and their employees.

As per Rayapati, Atomicwork is solely focussed on internal workflow challenges at enterprises because they are harder to solve than external and customer-facing issues.

Its Agentic AI platform includes tools such as AI Agents, AI Copilot, AI Skills, AI Search, AI Assistant, and AI Service Desk.

Though the founder did not reveal its total customer base, it serves some of the top global organisations across sectors such as financial services, healthcare, manufacturing, and education. Some of its top customers include Zuora, Pepper Money, and AMMEX.

Atomicwork’s Fusion Of AI Models

Atomicwork hasn’t built any proprietary large language models (LLMs). It rather does context engineering and distillation of the already available models to build small language models (SMLs) that can decide on the action based on specific use cases.

For instance, its AI agent with video capabilities is a combination of Google’s Gemini and OpenAI’s GPT models. Similarly, for chat support use cases, it has used a combination of Llama and OpenAI models. Atomicwork also uses Anthropic and Cohere for a few other use cases.

“We are building what people typically call, in technical language, an ensemble AI architecture, which is a fusion of AI models,” explained Rayapati.

The startup has developed its own proprietary datasets over the years, which it uses to train its AI models. 

The founder clarified that Atomicwork doesn’t do fine-tuning of models but rather prefers distillation, which is more cost-effective as GenAI models are changing almost every week.

As per a Google blog, fine-tuned models are usually better in predictions than the foundation LLMs, but they contain the same number of parameters as the foundation LLM. On the other hand, distillation creates a smaller version of an LLM, and the distilled LLM predicts much faster with fewer computational and environmental resources compared to the full LLM.

Atomicwork doesn’t customise its products and tools for every enterprise. While companies can choose to customise a bit as per their requirements, the platform doesn’t need a full customisation that SaaS products traditionally required.

It charges an enterprise with 1,000 employees an average amount of $100,000 per year. The startup began generating revenue in 2024. It has, however, refrained from sharing its earnings.

Forging Ahead Amid Global Competition

Going ahead, the founders want to create the next platform of choice for CIOs. They also want to expand their customer base from a few dozen customers right now to hundreds of customers soon. 

“We want to achieve our first $100 Mn revenue goal as soon as possible,” Rayapati said.

However, the competition is getting tougher. While the startup has its eye on beating ServiceNow, a cloud-based platform that helps businesses automate and manage workflows across various departments, the enterprise AI market is slowly seeing the emergence of many companies, big and small.

Even IT giants like Wipro, TCS and Amazon have built their own platforms. However, Rayapati believes that service companies can never become product companies even with AI.

Moreover, as AI adoption grows among Indian enterprises, Atomicwork sees a strong opportunity in the market. According to the founder, no one in India is currently building true enterprise-grade SaaS products.

“In India, Darwinbox is trying to build a true enterprise SaaS on the HR side, like we do for IT teams. I don’t think anybody else in the country is really targeting the global market building for the enterprises,” said Rayapati, urging Indian founders to target sectors dominated by legacy players.

“Go create AI native and AI at core software platforms. I think a massive opportunity is there, and that is how we create these billion-dollar revenue and tens of billions of dollars market cap companies. If you create simple use cases and applications… that kind of SaaS is dead,” Rayapati added.

As of now, while Atomicwork’s vision to become a CIO’s go-to platform sounds compelling, the path ahead is anything but straightforward. Enterprise software is a tough game. The challenge gets even steeper when you’re going up against global giants that have been around for decades. Amid this, can Atomicwork take on the big guns?  

[Edited By Shishir Parasher]

The post How Atomicwork Plans To Rewire Enterprise IT With Agentic AI appeared first on Inc42 Media.

Very few startups can withstand revenue fluctuations for nearly a decade, and even fewer can hope for a comeback after teetering on the edge amid the pandemic. Aisle, a high-intent dating app, faced a similar hurdle until it was acquired in March 2022 by the technology holding company Info Edge India, which operates platforms such as Naukri, Jeevansathi, 99acres and Shiksha.

But first things first. Launched in 2014 by Able Joseph and Sarath Nair, the app was positioned between Tinder, Bumble or Hinge-like casual dating platforms and online matrimonial services like Shaadi, BharatMatrimony or Jeevansathi.com. The subscription service promised to bridge the two formats — focussing more on all-round compatibility rather than visual cues and ensuring that users looking for serious relationships could find suitable matches.

Additionally, it bucked the conventional wisdom of constant engagement and factored in user churn into its growth outlook, a natural progression when a member meets someone special and exits the platform.      

The Bengaluru-based startup launched several vernacular dating sites and apps, considering how a ‘modern and young India’ would want to pursue love and relationships in a digital-first era. Among these were Arike, the country’s first vernacular dating app for Keralites, Anbe for Tamil users, Neetho for the Telugu populace, Neene (for Kannada speakers) and a few other apps/sites.

Before its acquisition, the startup raised $1.15 Mn across four rounds from a clutch of investors such as Titan Capital, LetsVenture, ah! Ventures and White Unicorn Ventures. Essentially, it was trying to do everything right to drive its business (more on its exclusive features later).

Meanwhile, casual dating apps thrived throughout the pandemic or earlier due to their novelty and convenience. They became immensely popular and Wall Street’s darlings, as nothing more was required than swiping a finger across a smartphone. In 2022, India emerged as the fifth fastest-growing market for dating app spending, with a $31 Mn rise in user expenditure compared to the previous year.

According to Grand View Research, the country’s online dating app market is projected to reach $1.01 Bn by 2030 from $547.9 Mn in 2023, at a 9.2% CAGR. Globally, the revenue forecast is $14.4 Bn.

Despite a growing market for digital dating services, Aisle struggled to achieve profitability. In FY22 (ended on March 31, 2022), the startup generated operating revenue of INR 14.11 Cr but reported a loss of INR 6.25 Cr. The previous year (FY21) saw revenue of INR 7.57 Cr, with a narrower loss of INR 29 Lakh. In fact, FY20 was the only exception, when Aisle posted a modest profit of INR 15 Lakh on revenue of INR 7.61 Cr. Before that, it recorded losses for five consecutive years since FY15. 

The venture was at a critical crossroads as it faced mounting challenges. Should it press forward and take a real shot at building Aisle as one of the largest dating companies? Or should it scale back and rethink the future? As Info Edge stepped in and acquired a 76% stake in Aisle for INR 91 Cr, the startup could push ahead.

Why Info Edge Joined The Aisle Party

An early backer of prominent startups such as Zomato and PolicyBazaar (the foodtech giant and the parent firm of the insurance aggregator are now publicly traded), Info Edge has always been eager to invest in new and differentiated ventures. After acquiring a majority stake in Aisle, it infused an additional INR 30 Cr in March 2025 through its matrimonial portal, Jeevansathi.com. As a result, its total investment in the step-down subsidiary has reached INR 121 Cr. Its shareholding has risen to 92.83% on a fully converted and diluted basis, up from 89.17%.

This strategic push reflects Info Edge’s ambition to dominate India’s up-and-coming online dating market.

“The latest round will help Aisle expand its product offerings and address its working capital requirements. It will further strengthen our offerings in the matchmaking space by addressing the needs of individuals across age groups and backgrounds seeking meaningful connections,” the company said.

An Info Edge spokesperson, requesting anonymity, told Inc42 that the firm gradually increased its stake in Aisle due to the app’s strong user engagement and retention rates among the 25+ age group — a segment often overlooked by global dating platforms.

While many dating platforms grapple with user retention and monetisation challenges, Info Edge has seen distinct value in Aisle’s approach. “Its clear positioning as a ‘high-intent’ dating app has carved a niche among those seeking serious relationships. This aligns well with our understanding of the Indian market, where the emphasis is often on long-term commitment,” the spokesperson said.

“The app’s regional focus has also been a growth driver — especially Arike, which caters to Malayali people. Its success within the country and among the NRIs underscores the potential for culturally curated relationship platforms. This vernacular strategy is critical to our investment thesis in this space.”

Aisle’s Playbook For A Turnaround Amid Stagnation 

With the pandemic gone and barriers against real-life mingling disappearing, will online dating continue to thrive as it did a couple of years ago? A 2023 survey by Pew Research Center revealed that even in the US — the biggest market globally — just 30% of the adults ever used a dating site/app, and only 1% of partnered adults met their current significant other via that route. (For those under 30, it happened to be 50%.) 

According to global estimates, dating app installations and sessions also saw a 13% year-over-year drop from January 2023 to December 2024. International giants like Tinder and OkCupid also witnessed a 20-25% decline in monthly active users between October 2022 and September 2023, indicating slowing growth. Closer home, the stagnation also posed persistent challenges without actual disruptions, and many companies failed to revamp their appeal.

An industry insider terms it a generational shift, pointing out that most millennials are married by now and have outgrown these apps. Young people (read Gen Z) are still keen to try it, but those with less disposable incomes are not willing to pay high subscription fees even for premium features. These daters are increasingly looking to free and popular platforms like Instagram or Snapchat for direct messaging. Conversely, the bulk of the revenue earned by dating apps comes from subscriptions and only a small percentage from digital advertising. Add to that the growing customer acquisition cost and life is anything but rosy for these businesses.   

When Aisle started operating under Info Edge, it underwent a leadership shakeup, paving the path for spinning things around. As confirmed in his LinkedIn post, Founder Able Joseph officially stepped down a year ago. In February 2025, Chandni Gaglani was appointed the new head to lead the company into its next phase of growth.

An alumnus of the Indian School of Business (ISB), she spent more than a decade at Flipkart, Myntra and Udaan, thriving in various leadership roles.

Aisle has developed and deployed several strategies to deepen its competitive advantage post-acquisition. According to Gaglani, the platform now enjoys greater access to Info Edge’s shared resources. Integrating core functions like HR, finance and technology into the startup’s central teams has helped Aisle streamline operations, focus more on innovations and push for market expansion instead of merely coping with day-to-day operational challenges.

Info Edge has invested heavily in Aisle’s technology and product portfolio to improve its performance and ensure a more engaging user experience. According to the spokesperson mentioned earlier, the platform has significantly ramped up its marketing efforts through social media and content-driven campaigns to boost brand visibility and attract a bigger audience.

Aisle’s most significant innovation in this phase is Aisle Experiences, an invite-only programme officially launched in August 2024. It focusses on building a quality-driven community and creating offline events that cater to shared interests, such as wine-and-cheese nights, jam sessions and other interest-based meetups. The goal is to foster genuine connections in a relaxed, safe environment rather than routine swiping or indiscriminate user acquisition.

“Data shows that most meaningful matches occur within common interest groups. Aisle Experiences aims to bring people together based on that insight,” said Gaglani. “When fully rolled out, this initiative will refine the Aisle community through clear brand messaging, data-driven profiling and exclusive invite-only events. These will support its positioning as a premium, intention-driven dating platform.”

Aisle also provides greater transparency by displaying the number of interactions a match had in the past three days. Premium members can benefit from advanced profile filters and photo verification. Recognising the importance of attracting women users, it has also introduced features designed to enhance their experience. Private Mode, for instance, allows women to browse profiles discreetly until they choose to engage. Again, only women can initiate chats after a mutual match to curb unsolicited messages.

To further strengthen its branding, Aisle is experimenting with customised, cohort-based pricing — tailored subscription plans to cater to different users. A recent pilot saw subscription costs reduced by more than 50%, with varying responses across markets. “NRIs responded positively to the price drop, while urban Indians on iOS were more receptive than their Android counterparts. We are moving towards personalised subscription plans based on app usage to make profile-matching more accessible and effective across demographics,” said Gaglani.

Currently, Aisle charges INR 1,500 as a monthly subscription fee.

Historically, Aisle has maintained a lean tech infrastructure, but it is now transitioning to a microservices model that leverages Info Edge’s technological resources. While AI integration is still early, Aisle Network is exploring AI-driven innovations to improve safety, mitigate cybercrime risks and automate profile matching for better quality and match volume.

“Ahead of broader AI integration, we are focussing on AI-led verification, including live checks to detect image-based spoofing,” said Gaglani. “We also plan to introduce AI-powered tools to encourage more meaningful interactions, moving beyond generic conversations.

A Look At Aisle’s Numbers Post Info Edge Acquisition 

Like many of its peers, Aisle struggled to generate substantial revenue in its early years. It failed to surpass INR 1 Cr in the first three years and hit the profit button just once in FY20. But it slipped back in the red and did not see a recovery, although its revenue crept up in FY22. 

The turning point came after the Info Edge acquisition. In FY23, its operating revenue jumped by 123% YoY to reach INR 31.46 Cr. Although losses widened during this period due to increased investments and expansion, its revenue rose 10.6% to INR 34.80 Cr in FY24. Overall, Aisle’s operating revenue soared by nearly 146% in two years. The numbers for FY25 are not out yet, but the company managed to reduce its cash burn by 42% and inched closer to profitability, according to Gaglani. 

User growth across its key apps also remains strong. Over the past two years, Aisle has maintained a steady stream of 1 Mn monthly active users. Within Aisle’s portfolio, the flagship app contributes 50% of revenue and user base, with regional apps like Arike, Anbe and Neetho accounting for the rest, noted Gaglani. The company claims an overall user base of 16 Mn and counting.

In another sign of surefire growth, Aisle has expanded its team from 20 to 49, setting up new divisions and looking at more investments for product and leadership development to fuel continued expansion.

However, Gaglani stresses upholding the core mission. “Globally, dating apps lean towards the hookup culture, but Aisle has always set itself apart. It avoids swipe-based features and encourages deeper engagement,” she said. “More importantly, its apps were primarily created for individuals aged 27-35. Right now, we are seeing an influx of Gen Z users. Nevertheless, our core mission remains unchanged, although we filter our target audience more effectively.”

Aisle’s Roadmap For Scaling Up

Aisle aims to redefine the dating landscape in India, both qualitatively and through tech power. Understandably, AI will be the next big bet for profile matching, along with hyperlocal engagement and experiential dating. Although things are still at an early stage, the company is now refining these strategies to disrupt the industry and chart a course for sustainable expansion.

At the core of its growth strategy lie user engagement, retention drive and moving beyond digital matches to foster community-driven connections.

On the monetisation front, Aisle is optimising its investments instead of dramatically increasing them. The company is implementing a city-specific, hyperlocal strategy to deepen its presence in key markets. This tailored approach ensures that each platform within the Aisle Network delivers a unique value proposition, minimising overlap and maximising user value. In the current financial year, Aisle projects a 70-80% YoY revenue growth from its key apps, driven by deeper segmentation, regional customisation and differentiated offerings across multiple dating platforms.

For Gaglani and her team, going granular and regional matters most as key vernacular apps under the Aisle umbrella have shown strong performance, with its key apps recording 45% YoY growth in FY25. As she noted, India’s dating market is highly diverse, featuring distinct regional behaviours that defy global patterns. Although urban areas may resemble metro trends or even the West, where typical user acquisition metrics look promising on spreadsheets, smaller cities in tier II and III regions offer different values, habits and relationship perspectives. Hence, companies like Aisle must adopt a tailored approach, not a one-size-fits-all model.  

Given the recent capital infusion, it is evident that Info Edge remains committed to these growth strategies for the long term. The internet behemoth considers these platforms complementary to its matrimony service, Jeevansathi. Therefore, it aims to cultivate a suite of offerings that meet diverse user requirements across dating, relationships and matchmaking.

“Over time, Info Edge will invest in these [vernacular] platforms to build a varied portfolio that serves different audiences and relationship goals,” the spokesperson told Inc42. 

Meanwhile, Aisle must prove its mettle, personalise its services, and offer flexibility to all user groups to ensure that the demand for meaningful connections continues to grow in India and around the globe. After all, nearly 50% of Indian men and women never got married, and the number is rising, throwing open a massive market for the likes of Aisle.   

[Edited By Sanghamitra Mandal]

The post The Info Edge Effect: How Dating App Aisle’s Revenue Soared 146% After Acquisition appeared first on Inc42 Media.

If there is one area that GenAI has prominently impacted, it is customer experience and service. Harnessing the power of the generative capability of the large language models (LLMs), enterprises globally have onboarded AI-powered chatbots and virtual agents in droves.

And it is easy to see why. Well, AI chatbots can resolve tickets raised by customers 18% faster with a success rate of 71%. This simply means increased customer satisfaction and better conversion rates. 

However, while many companies are upgrading their customer care centres (contact centres), fears of job losses loom large, along with sub-par customer satisfaction. 

Understandably, there are several things that AI still cannot do. Besides, in a country like India, multiple languages remain a major hurdle for LLMs. As a result, a large number of tickets (complaints) still end up at the employee desk.

Many companies are now realising that they need to equip humans with smart AI agents to make their respective customer support and sales generation processes more efficient.

Bengaluru-based Observe.AI, too, is on a mission to automate complex tasks for human agents and make a difference in the way companies handle customer support.  

Founded in 2017, Observe.AI has enabled more than 350 enterprises to make their contact centres more efficient through its AI stack.

The startup was incorporated by Swapnil Jain, Akash Singh and Sharath Keshava Narayana. In 2018, Jithendra Vepa joined as the CTO and later became a cofounder. Singh and Narayana exited the company in 2022.

The Genesis Of Observe.AI

Speaking with Inc42, Jain, a former technical team lead at Twitter (now X), stated that when AI was still a grey area for many in 2016, he realised that speech technology and deep learning were at an inflexion point.  

“The machines’ ability to understand human speech was advancing rapidly, and I knew there was an opportunity to build something transformative in this space.” 

During this time, voice assistants were in their early days, but a big wave of this technology had already started. Google Assistant, Siri, Alexa, and a few other assistants were launched between 2010 and 2016. These tools use natural language processing (NLP) and mostly operate on simple command-based interactions.

To understand the application of the technology better, Jain spent six months in a contact centre based in the Philippines with hundreds of agents. Here, he realised that dedicated agents and QA analysts worked hard but were constrained by manual and time-consuming processes.

However, Vepa was involved in the research and development (R&D) of speech technology after his PhD at the University of Edinburgh. He was building text-to-speech systems at Samsung. 

Jain met Vepa about a year after starting the company. Back then, he was looking for an expert who could help him build the core technology and market for Observe.AI’s quality assurance (QA) products for contact centres. 

Initially onboarded as the chief scientist at Observe.AI, Vepa soon became the cofounder and CTO of the company.

With a gamut of challenges to be tackled across communication channels, including chat and email, the founders picked the hard problem first – voice. This led to the development of a conversational intelligence platform with a range of applications.

Since launching its first product, which focussed on analytics and manual QA support for contact centres, in 2019, the company has expanded its suite to build multiple products to improve contact centre performance with real-time insights, analysis, summarisation, and more. Its tech stack comprises tools such as Knowledge AI, Summarization AI, Auto Coaching, and Auto QA, among others.

Helped by the demand boom for speech and voice technologies during the pandemic, Observe.AI claims that its business grew more than 2X. It also acquired its first large customer, National Debt Relief, in 2020.

By then, Observe AI had already raised more than $30 Mn from Nexus Venture Partners, Y Combinator, and Scale Venture Partners. In 2020, it raised $54 Mn from Menlo Ventures. So far, the startup has raised $214 Mn in total funding. It is also backed by SoftBank.

While the founders did not reveal the revenue or growth multiples, the startup counts the likes of Pearson, Cox Automotive, Accolade, and DailyPay among its top customers. Largely catering to US customers across healthcare, BFSI, travel, and homecare sectors, Observe.AI has two customers in India. Besides, a majority of its tech team is based in the country.

What’s At The Core Of Observe.AI’s Tech

Today, Observe.AI’s technology supports enterprises with quality assurance, coaching and agent assistance. Besides, it provides valuable raw data to help businesses enhance their overall processes.

The startup claims to have delivered its enterprise clients with up to 60% efficiency gains and more than 75% reduction in quality evaluation time.

“We built our technology on genuine observation, seeing the human experience firsthand, then creating AI solutions that address real needs rather than theoretical problems,” said Jain.

When Observe.AI started building products for contact centres, especially for customer service, it recognised three areas that could be targeted. 

First, there was a necessity to analyse the conversations between agents and customers for compliance and quality. This analysis was devised to improve the agent performance for a better customer satisfaction score (CSAT) and to see more sales. 

The second area of focus was to help agents fetch information more effectively from large documents so that customer and agent conversations could be more efficient and shorter. With these in place, Observe.AI decided to bring in automation with voice agents, which it recently launched by leveraging the capabilities of GenAI and LLMs.

When Observe.AI began its journey, GenAI had yet to create waves. In its initial days, the startup began working with transformer models and building its robust data pipeline. 

“AI is in our DNA. From day one, Observe.AI started building strong foundations, whether it was model training or building the core technology or data pipeline. With the advent of GenAI, we have been quick to adapt,” the CTO said. 

There are two aspects to its core technology — speech-to-text, which involves automatic speech recognition, and LLMs that can then do reasoning and analyse the text. The company claims that its LLM is built on 40 Bn parameters.

Both of its core models, including the LLM, are built in-house. However, these models are not foundational. They are built on top of open-source foundational models and trained on domain-specific data.

“While we built these technologies, the only missing piece was a text-to-speech model, which communicates back again in a human-like speech quality. That’s where the recent acquisition of Dubdub.ai came into the picture. Now we have all these three technologies to build a strong voice AI platform,” said Vepa.

Observe.AI acquired Dubdub.ai for an undisclosed amount in March to tap into its text-to-speech technology, which works in over 50 languages, including a few Indic languages and enables users to produce audio output in over 20 voices, capturing diverse age groups, genders, along with a spectrum of emotions, such as angry, excited, and sad.

Observe.AI’s Next Leap

Although India makes up a small part of its current customer base, Vepa says the company plans to develop more products for this market. However, the major barrier to this is India’s language diversity.

Therefore, in spite of spending heavily on building such capabilities, Observe.AI is more interested in acquiring companies with expertise in Indic languages. The acquisition of Dubdub was one such step.

Meanwhile, competition is growing in the conversational AI space. In India, startups like CoRover and Gnani.ai have built their in-house models to bolster speech-to-text and text-to-speech models. Startups like NoBroker, Zomato, and OfBusiness, too, have also launched their AI agents to unclog customer-end bottlenecks.

Globally, Amazon and many others have also built such capabilities. However, Vepa believes that Observe.AI will continue to stand out because a majority in the industry are struggling with high latency and hallucinations.

According to Vepa, the biggest issue with today’s voicebots is endpoint detection. When two humans speak, one person knows when to start speaking after the other person stops. “But machines do not understand this. AI must learn when to speak after a human stops speaking — neither can it pause for too long nor should it barge in during a conversation

“Besides, we still need to figure out which conversations can be handled by the machine. Therefore, co-existence is the only way forward for now,” Vepa added.

He also believes that most emerging startups in the conversational AI space will need time to achieve the level of predictability, reliability, and consistency demanded by enterprise-grade services.

As a result, the founders see a huge market. In 2025, Observe.AI aims to double down on its voice AI agents so that enterprises can see better sales conversion and CSAT with human and AI agent collaborations. 

Besides, it also wants to acquire some large US businesses with high-volume contact centre needs. From here, it would be interesting to see how Observe.AI’s capabilities give it an edge over industry giants in the conversational AI space.

[Edited By Shishir Parasher]

The post How Observe.AI Is Redefining The Future Of Contact Centres appeared first on Inc42 Media.

Haven’t you been drawn into a compelling video while browsing the net – only to realise midway that it was actually an advertisement? But, by then, the well-crafted and incredibly designed content has captured your attention.

The product has jostled into your mindspace. And, the job is done.

In today’s video-first world, short-form content, live streams, and interactive videos dominate our screens, grabbing our attention instantly. Brands have long shifted from static, text-heavy ads to dynamic video ads. The move aligned perfectly with the smartphone-armed, billion-plus Indian consumers.

A shift to video ads wasn’t enough to create top-of-the-mind recall in a discerning consumer class that relies heavily on personalisation. But, delivering true personalisation isn’t simple. It requires a robust customer engagement platform that gathers data, analyses preferences, and orchestrates tailored interactions across multiple touchpoints.

But personalisation is a double-edged sword. Get it right, it enhances engagement. When you get it wrong, it feels intrusive. Many people have experienced the eerie feeling of seeing an ad that’s too relevant. Sometimes it’s convenient and, at times, it’s unsettling.

Brands strike a fine balance by creating multiple ad variations tailored to varied audiences. Achieving this at scale was, however, challenging with no truly scalable, automated approach from agencies, until GenAI changed it all. That’s where Hypergro comes in.

Bengaluru-based Hypergro automates video generation, optimises performance campaigns, and engages leads through AI-powered sales agents. A seamless integration of various digital cues helps create hyper-personalised marketing strategies.

Hyper-personalised content rule the online video space, which is India’s fastest-growing digital ad format, claiming a 28% market share at Rs 13,756 crore, according to the e4m Dentsu 2025 report. With an impressive growth rate of 27.6%, it is poised to capture 30% of the market by the end of 2025, when the online video ad market is projected to reach INR 59,200 Cr.

The Hypergro Backstory

Ads that sell, made by AI – that’s how Hypergro introduces itself on the landing page of its website. Rituraj Biswas and Neha Soman created Hypergro in 2022 to use AI to generate video ads instantly from product details. “Our AI tools write the script, create visuals, edit the content, add captions, and deliver a ready-to-publish ad in minutes,” said Biswas.

Before rolling out Hypergro, Biswas worked with short video platform ShareChat, which gave him an exposure to hyper-personalisation. “In the world of reels and short videos, no two feeds are the same – your recommendations differ from mine. Ads should follow the same principle,” he said.

A beauty brand, he explained, needs to market the same product differently to various customers. Some may prefer organic, skin-friendly ingredients, while others may look for budget-friendly options. A luxury-focused ad cannot entice and engage a budget-conscious user and, it’s the other way round, too. “That’s where Hypergro stands. We build a powerful content engine that generates high-quality, hyper-personalised video ads in multiple languages with tailored messaging within a short turnaround time.”

Evolving In Sync With GenAI

Generative AI was taking baby steps when Hypergro was born. The founders designed the platform to enable UGC creators to produce content faster and in a more incentivised manner. Soon they realised that, as non-creators, they had some misconceptions.

“We assumed that content creators – whether influencers or professionals – would naturally excel at every aspect of content production. However, we discovered that most creators had strengths in specific areas – some were great at scriptwriting, others excelled in editing, and some were skilled at shooting but struggled with other aspects,” Biswas said.

The founders explore a solution to streamline the entire process, starting with scriptwriting. ChatGPT 3.5 came up around this time and made a significant leap forward. Hypergro integrated AI into its platform to generate script ideas for creators.

Over the next year, AI models evolved rapidly. By late 2024, image-generation models had improved significantly, although they were yet to fully replace human creators. To enhance the content creation process, they introduced features like visual storylines and mood boards, helping brands and creators visualise how their ads would look.

“By December 2024, our AI-generated video outputs reached a decent quality level,” he added. The startup leveraged these advancements to integrate AI-powered B-rolls and automated video editing tools, which made content production significantly easier without requiring a full-fledged editing team. These AI-driven solutions streamlined workflows and reduced production costs.

Content creation still required human involvement, which limited the scope of reducing the costs. As brands came under financial pressure with rising competition, they sought higher-quality production at a fraction of the cost – sometimes as low as 20% of the traditional budget.

In the past four months, AI has grown 10 times, according to Biswas. “Advancements made open-source and closed-source AI models so powerful that we were able to replace or enhance many aspects of content production. Brands now had the option to choose between human creators supported by AI-powered tools or entirely AI-generated content. Towards the end of 2024, we launched AI avatars, allowing brands to feature creators in their ads without requiring them to be physically present for shoots. Additionally, fully AI-generated, high-quality ads became possible.”

Inside Hypergro’s Core Offerings

Hypergro is building a full-stack AI-powered short video marketing platform that empowers brands with deep targeting, rapid content generation, and automated campaign optimisation – all tuned to real-time consumer sentiment and hyper-local insights.

At the core lies a proprietary targeting algorithm optimised for the Indian market. It helps brands dynamically discover their ideal audience cohorts, down to district or PIN code level, based on live trends (like IPL), consumer behaviour, and product affinity.

Once audiences are mapped, the AI auto-generates video content tailored to each cohort using a combination of influencer avatars, cinematic ad styles, and even cartoonish storytelling. In the pre-production level, AI recommends ideas based on trending data, brand input, and audience behaviour, suggesting which content should be creator-led, which feature real influencers sharing authentic endorsements, or human-style videos that mimic the format using actors or AI for scalable, brand-controlled messaging.

When the content enters production, proprietary modules select the best generative models for different shot types such as cinematic, product-heavy, or human-focused, to build video content at scale. The post-production is about auto-translation and message tweaking across multiple languages, generating hundreds of ad variants (15 base videos × 10 variants = 150 assets).

Once deployed, Hypergro’s GrowthAI tracks ad performance across platforms like Meta, Google, YouTube, and Snapchat, analysing what resonates where and why. It identifies top-performing creatives, allocates more budget to high-ROAS variants, and feeds back insights to optimise future campaigns.

Hypergro closes the loop by deploying voice-based AI agents that follow up with users who abandoned carts or didn’t convert, collecting qualitative insights at scale.

The Hypergro Clientele

The startup claims to have served over 150 brands to date, while 50 more are actively working with it in parallel.

“Until the end of last year, our focus was primarily on perfecting the product. It’s only this year, in fact, this quarter, we have really started thinking about scaling revenue and expanding our client base. Despite that, we receive close to 500 to 800 unique inquiries every month,” Biswas said.

Hypergro typically works with brands that are in their growth stage. Direct-to-consumer (D2C) brands from sectors such as beauty and healthcare form a major chunk of its clientele, especially those focused on increasing their return on ad spend.

“The other key segment we cater to is apps, whether it’s gaming apps or consumer apps, where the objective is usually to reduce cost per install or improve user retention,” Soman said.

The Way Forward For Hypergro

Hypergro has just raised INR 7 Cr in a pre-Series A funding round led by Eternal Capital, with investors such as Silver Needle Ventures, VCats, and Astir Ventures chipping in, media reports said. The funding aims to accelerate Hypergro’s AI innovation and global expansion.

The startup has found great traction in the medical space. It is currently working with Apollo and a number of smaller clinics and healthtech startups and plans to invest heavily into building a dedicated vertical around medical services.

“We started by focusing on the Indian market, and for this quarter, we’re doubling down on it. But from the next financial quarter, we plan to go international. As I mentioned earlier, there are already global players like Icon.me and Hedra.com – both direct competitors – and they’re doing really well in the US market. But with AI evolving so rapidly, we know we have to grow aggressively, and global expansion is a key part of that growth strategy,” Biswas said.

The startup is confident of crossing $3 Mn in revenue by the end of the FY26, with potentially higher ARR. In the December 2024 quarter, it doubled the revenue over the previous quarter. The company had so far concentrated most of its efforts on building the product. As it has stepped up focus on scaling, it aims at five to 10 times annual growth.

Biswas said the company hasn’t officially disclosed its financials for FY25 yet. It expects to close the year at just under INR 3 Cr, raising its topline from INR 50 lakh in FY24. “This growth will drive us to scale the business in future,” the founder said.

[Edited by Kumar Chatterjee]

The post Inside Hypergro’s AI Play For Making Hyper-Personalised Video Ads appeared first on Inc42 Media.

The world’s third-largest startup ecosystem was abuzz with activities in the last month of the financial year 2024-25. Amid a growing number of startups gearing up for the D-Street and investors doubling down on their startup bets, Indian startups raised a whopping $1.1 Bn last month, up 58% from the $636 Mn raised in February.

But, it was the country’s direct-to-consumer (D2C) sector that stole the show, as we (Inc42) unveiled the FAST42 2025 Ranking — the coveted list of India’s 42 fastest-growing D2C brands.

However, while we were at it, we realised how far we have come since 2014. In our 11-year-long voyage, we understood what it takes to patiently navigate through thick and thin and emerge triumphant. 30 Startups to Watch, Inc42’s flagship series, is a testament to the same. 

Just like every month, we are back to shine the spotlight on 30 of India’s hottest early-stage ventures that are on the path to disrupting their respective sectors.

While February’s cohort (56th) featured a balanced mix of startups —from deeptech and AI to fintech and D2C — the 57th edition of 30 Startups to Watch, powered by Google, takes things up a notch. 

This time, we’re spotlighting innovators building humanoid robots or harnessing AI for agriculture. Alongside, second and third-time founders are pounding the startup table with bold new bets.

This edition also has investors who have taken an entrepreneurial leap, proving that the Indian startup ecosystem is full of thrilling opportunities.

Now, without any further delay, here are 30 of the most high-impact Indian startups that caught our eyes in March 2025.

Editor’s Note: The list below is not a ranking of any kind. We have listed the startups alphabetically.

1312 Interactive: Building Indian Games For The World

The Hyderabad-based game publisher, which is focussed on premium PC and console titles, was founded in 2023 by gaming industry veterans Deepak Gurijala and Raviteja Mantena to support Indian game developers in taking their games global. 

With India’s gaming landscape rapidly evolving beyond mobile, 1312 Interactive is working to fill key gaps in publishing, marketing, and production. The studio handpicks nearly completed games, primarily in action-adventure, Metroidvania, and puzzle genres, and helps refine them for a global audience. It offers end-to-end support, from quality assurance and localisation to marketing and distribution.

The startup follows a flexible publishing model, providing developers with financial backing through a minimum guarantee while taking on the responsibility of launching their games. As sales grow, developers earn a bigger share of the revenue.

1312 Interactive is currently focussed on expanding its first three titles: Winds of Arcana, Palm Sugar, and Souls of Bombarika.

The goal is to release 6-7 games annually across platforms like Steam, PlayStation, Xbox, and Nintendo Switch, putting India on par with major game-developing nations.

Anmasa: A House Of Nutrient-Rich Foods 

After exiting Milkbasket (acquired by Reliance), Yatish Talvadia has launched a new D2C daily essentials brand, Anmasa, along with Shailendra Upadhyay (founder of Veggie India). Launched in March 2025, Anmasa sells staples like atta, wood-pressed oils, spices, and dry fruits.

Gurugram-based Anmasa became fully operational towards the end of 2024. Currently, the omnichannel startup offers 80+ stock keeping units (SKUs).

The startup’s USP lies in its commitment to providing cold-pressed flour.

Anmasa targets customers who avoid packaged wheat flour from popular brands like Aashirvaad, Pillsbury, or Fortune.

At its current capacity, Talvadia claims to serve more than 2,000 customers through both online and offline channels in Gurugram. The startup is in talks with investors to raise $1 Mn in its pre-seed funding round to expand its presence in the Delhi NCR region.

Anmasa plans to open at least 10 to 12 physical retail outlets, or “experiential centres,” in the region in 2025.

Antithesis: Betting On Beauty And Minimalism

Aparna Saxena, a former partner at Good Capital and ex-member of the Bharat Founders Fund, is on a mission to simplify beauty routines with her new startup, Antithesis. 

Frustrated by the overwhelming number of beauty products that often fail to deliver real results, she saw an opportunity to do things differently.

Antithesis is built on the idea of “the luxury of less” — offering simple, effective beauty solutions backed by data. While the brand hasn’t launched its product lineup yet, it plans to go live by summer 2025.

With India’s beauty and personal care market booming, Antithesis is stepping into a space dominated by players like Nykaa, Conscious Chemist, Minimalist, and Pilgrim. But instead of chasing trends, the brand is betting on minimalism, efficacy, and transparency to stand out.

Arva Health: On A Mission To Transform India’s Fertility Care Landscape

Founded in 2022 by childhood friends Dipalie Bajaj and Nidhi Panchmal, Arva Health is a Bengaluru-based femtech startup addressing India’s fertility challenges. 

The platform offers fertility assessments, expert consultations, egg-freezing guidance, PCOS care, and advanced treatments like IVF and IUI. Through its website and app, users can access 24/7 support from doctors, counsellors, and fertility coaches, making care more accessible.

What started as a personal journey turned into a mission to bridge the awareness and accessibility gap in fertility care. The startup’s founder-led, social media-driven approach has helped it attracted millions of followers. Besides, this approach has also sparked critical conversations around fertility.

Currently operating in Mumbai, Delhi, Bengaluru, and select rural areas, Arva has served 2,000+ women and witnessed 680% revenue growth, with a steady 38% monthly increase. The NABL-accredited startup partners with leading diagnostic centres like Thyrocare, Redcliffe, and Tata 1MG.

Looking ahead, Arva plans to expand offline with its fertility centres and introduce a men’s fertility vertical.

With India’s IVF market set to cross the $5 Bn mark by 2033, Arva is working to normalise fertility conversations in the country.

axiTrust: MSMEs’ Strategic Financial Partner

Most MSMEs in India struggle with bank guarantees for contracts and orders, tying up valuable resources. Mumbai-based fintech startup axiTrust wants to change this. 

By offering financial products like surety bonds, it’s helping small businesses optimise their capital without the usual collateral hassles.

Founded in 2024 by Aditya Tulsian, Rajeev Chari, and Mukund Daga, axiTrust uses technology to provide real-time financial insights and tailored solutions. 

Its platform integrates smoothly with existing enterprise systems, making it easier for MSMEs to access micro surety bonds and streamline their financial processes.

Beyond financial products, it also offers consulting services, ensuring businesses get solutions that fit their needs. With fresh capital from a $2.6 Mn seed round led by US-based VC firm General Catalyst, the startup is gearing up to expand its team, develop mobile apps, and boost marketing efforts.

With India’s fintech market set to hit $2.1 Tn by 2030, axiTrust is carving out its space by making financial solutions more accessible for MSMEs—helping them grow without unnecessary roadblocks.

Beyond Appliances: Smart Living With Smart Kitchens

After making a mark in restaurant robotics with Mukunda Foods, Eshwar K Vikas is now setting his sights on Indian kitchens. Teaming up with his colleague Rakesh Patel, he launched Beyond Appliances in August 2024 to bring AI-powered innovation to everyday cooking.

The Bengaluru-based startup is reimagining kitchen essentials, starting with smart chimneys and hob-top stoves. Its AI-powered chimneys do more than just suck up smoke — they come with a 7-inch touchscreen, access to OTT and YouTube, predictive maintenance alerts, and a 3D suction system. 

Meanwhile, their Dorado Hobtop features timer-controlled cooking, auto ignition, flame failure safety devices, and digital timers to make cooking safer and more efficient.

With India’s smart kitchen market projected to hit $4.8 Bn by 2030, Beyond Appliances is banking on AI to carve out its niche. But it won’t be an easy ride.

The startup is up against heavyweights like Bosch, Faber, and Glen — brands that have dominated Indian kitchens for years.

By tapping into insights from Mukunda Foods and a network of chefs, Beyond Appliances is fine-tuning its products to better serve Indian households. And so far, the strategy is paying off. Within just six months of launch, the company has already built a strong customer base.

Bonomi: Everyday Coffee At Everyday Prices

For many, the day doesn’t truly begin without a cup of perfectly brewed coffee. Same was the case with Rahul Nijhawan and Vardhman Jain, who set out on a mission to perfect the art of cold brew coffee.

Founded in 2020, Bonomi has been serving affordable, flavourful cold brews in Bengaluru since 2022. It started by serving cold brew and now offers a mix of classic and unique flavours from its two cafes in the city. Beyond Bengaluru, Bonomi ships its cold brews pan-India through its website.  

Interestingly, the startup took an unconventional route to fundraising. About five months ago, Jain turned to social media to seek investors for Bonomi’s seed round. By March 2024, he announced that the round was nearly closed, with just 5% of the funding left to secure.

Bonomi has been EBITDA profitable for the past four months, which is a strong indicator of its sustainable future.

CredResolve: An AI-Powered Debt Collections Platform 

Debt collection remains a major pain point for banks and NBFCs, but GenAI is starting to bridge gaps in this line of work. 

Spearheading this change is Bengaluru-based CredResolve, which uses emerging tech to transform debt recovery and borrower engagement.

Founded in 2023 by Balaji Koustubha, G Prashant Kumar, and Vijay Kumar, CredResolve acts as a bridge between lenders and borrowers, streamlining the entire debt resolution process.

Its AI-driven system scores and categorises borrowers based on their ability to repay. If a borrower defaults, the platform automatically sends digital legal notices and manages litigations online. Additionally, it offers customised workflows for digital communication and provides loan collection agents with daily planners.

CredResolve works with major financial players like IDFC First Bank, L&T Finance, MobiKwik, and Lendingkart.

The Gurugram-based startup recently secured $1.1 Mn in seed funding from UNLEASH Capital Partners and CDM Capital. Last year, it raised $100K in an angel round from PedalStart, Tujala Goud, and others.

Femisafe: Safe & Sustainable Menstrual Solutions

Witnessing firsthand how sanitary pads were being disposed of during the pandemic, childhood friends Noureen Aysha and Naseef Nazar decided to introduce environmentally conscious menstrual health products. 

Launching their  femtech startup Femisafe in 2020, the duo is on a mission to make period care and intimate hygiene more sustainable and accessible. The brand offers innovative, eco-friendly products like menstrual cups, sterilisers, and personal care essentials. 

The startup’s star product is its menstrual cup — a reusable, budget-friendly alternative to pads, priced at under INR 350.  Beyond menstrual care, the brand offers face razors, aloe gels, acne pimple patches, and more.

Focussed on Tier II and Tier III cities, Femisafe is committed to making quality female wellness products accessible while driving awareness for informed health choices.

Firefly Diamonds: Ethically Crafted Lab Grown Diamonds

As lab-grown diamonds gain popularity, both emerging and established players are rushing to capture the market.

One such brand, Firefly Diamonds, was founded in December 2023 by brothers Adit and Aayush Bhansal.

The omnichannel startup sells lab-grown diamond jewellery through its website and retail stores in Mumbai, Pune, Bengaluru, and Hyderabad.

Firefly Diamonds uses advanced scientific techniques to replicate natural diamond formation in a controlled lab environment. The result? Diamonds that are chemically, physically, and optically identical to mined ones but with a much lower environmental impact.

The startup aims to open 20 more stores in the next two years.

Its entire supply chain — growing, cutting, polishing, and jewellery setting — is based in India.

Recently, Firefly Diamonds raised $3 Mn in seed funding from WestBridge Capital. The Mumbai-based company plans to use the funds to expand its retail presence, enhance its digital reach, and launch new collections.

FitFeast: Stirring India’s Protein Revolution

FitFeast, founded in 2021 by Aditya Poddar, is on a mission to make healthy eating simple and accessible for busy individuals. The D2C startup offers high-protein, tasty, and sustainable snacking options.

Its standout product? Protein shakes that come in convenient 50g sachets. Available in different flavours, these shakes are crafted to be both nutritious and delicious. FitFeast also offers a range of peanut butter and protein chips, all free from trans fats and gluten.

The startup kicked off with a $120K pre-seed funding round led by early-stage accelerator ACLR8 in November last year.

It grabbed attention when it landed an INR 50 Lakh deal on Shark Tank from Shaadi’s Anupam Mittal and Veeba’s Viraj Bahl.

Adding to the momentum, cricketer Axar Patel recently joined as both an investor and brand ambassador, further boosting the brand’s credibility and reach.

FluxGen: Making Industries Water-Positive

FluxGen, founded in 2021 by Ganesh Shankar and Emanuel Deepak, is on a mission to make water management smarter and more efficient. The climate tech startup uses AI and IoT to help industries cut down on water consumption by up to 30% with its end-to-end solution, AquaGen.

AquaGen offers real-time insights by tracking water levels, quality, pressure, and groundwater status while also mapping water flow across facilities.

Big names like Indian Oil, Tata, Adani, and L&T are already on board, alongside 120 other clients.

In just four years, FluxGen has racked up several accolades, including winning the KPMG Global Tech Innovator Competition (GTIC) 2024 and the Microsoft Entrepreneurship for Positive Impact Global Award. NASSCOM and DeitY even named it one of India’s 25 most iconic IoT startups.

The startup recently secured INR 28 Cr in a Pre-Series A round led by IAN Group and others. With this fresh capital, FluxGen is doubling down on innovations in groundwater intelligence, wastewater resource management, and water risk analytics.

GoOAT: Balancing Health, Taste & Convenience

Do you often find yourself running in the nick of time in the morning to reach the office, resulting in sacrificing your breakfast? While you might reach in time, missing out on the first meal of the day isn’t doing you any favours. 

That’s exactly the problem Yash Kalra set out to solve when he launched GoOAT in August 2023. The startup is focussed on making breakfast effortless.

The startup’s main USP lies in its flagship spoon-free high-protein oats series, which it says gets ready for consumption in only 30 seconds. 

These easy-to-prepare oats are packed with protein, sourced from pure whey, and enriched with the goodness of chia seeds, flax seeds, and dried fruit powder. Besides, the oatmeal comes in multiple flavours. 

The D2C nutrition brand raised an undisclosed amount in a pre-seed funding round led by D2C Insider Super Angels. Besides, investors like Sirona’s Deep and Mohit Bajaj, Boba Bhai’s Dhruv Kohli, among others, also participated in the round.

With this funding, GoOAT plans to expand its product range and invest in R&D to bring more innovative breakfast options to the table.

Harvested Robotics: Automating Indian Farms 

Farming may be one of the world’s oldest professions, but it has always embraced new technology. So, it’s no surprise that AI, robotics, and drones are now making their mark on Indian agriculture.

Leading this tech revolution is Hyderabad-based Harvested Robotics, founded in 2023 by Rahul Arepaka and George Mathew. The startup is tackling one of the biggest challenges farmers face — labour shortages for weeding and harvesting.

Harvested Robotics is developing autonomous robots that can identify, select, and harvest crops with speed and precision. Equipped with AI-powered vision, advanced sensors, and smart decision-making, these robots navigate complex farm environments and handle delicate produce with care

By automating the harvesting process, the startup aims to reduce labour costs, minimise crop waste, and boost yields, all while making farming more sustainable.

iHub Robotics: Redefining The Future With Intelligent Robotics

Robots aren’t just transforming businesses, they might soon become a part of your everyday life. Sounds futuristic? That’s exactly the vision behind iHub Robotics.

Founded in 2022 by Athil Krishna, Akhil K Haridasan, and Sarath S, the Kerala-based startup is building humanoid robots that can recognise emotions, engage in natural conversations, and adapt to different situations seamlessly.

Their flagship robot, Tara Gen 1, is designed to move like a human. It can overcome obstacles, interact with people, answer questions, and even take on various service roles. 

iHub believes Tara could revolutionise industries like healthcare (as a robotic nurse), education (as a teaching assistant), and customer service (as an executive.

Despite being based in Ernakulam, Kerala, iHub is making waves globally. In January 2025, it became India’s first company to be recognised by NVIDIA and was selected for the NVIDIA Humanoid Robotics Program. 

Irame.ai: Enabling Businesses’ Interaction With AI

Founded in 2023 by ex-Spyne executives Kapil Arora, Ajay Mudhai, and Abhinav Sharma, Irame.ai is reimagining how businesses interact with AI. 

The startup helps organisations automate audits, cut operational costs by 80%, and enhance compliance.

At the heart of Irame.ai is Ira, its first autonomous AI agent, designed to simplify every data-driven workflow — from basic statistical analysis to handling complex multi-document processes. 

The platform also analyses customer feedback across surveys, reviews, social media, and support tickets, offering businesses a 360-degree view of customer sentiment and preferences.

Overall by automating feedback analysis, Irame.ai empowers businesses with real-time insights and personalised recommendations, helping them stay ahead of customer needs, improve satisfaction, and drive growth.

Iyaso: AI-Powered Speech Therapy Platform

For many people, speaking fluently can be a daily challenge, whether due to stammering, slurring, or other speech difficulties. 

Traditional speech therapy is valuable, but it often requires long sessions multiple times a week, which can be difficult to fit into busy schedules.

Iyaso, founded in 2023 by Viraj Kulkarni, aims to make speech therapy more accessible and effective through Eloquent, an AI-powered speech training programme. 

With just 10 minutes of daily practice, Eloquent provides structured guidance to help users build confidence and improve fluency at their own pace.

Since its launch, over 15,000 people across 150 countries have used Eloquent to strengthen their communication skills.

The programme incorporates proven techniques such as fluency shaping, stuttering modification, and cognitive restructuring, allowing users to practice in real-world scenarios and track their progress over time.

Beyond training, Iyaso’s AI offers personalised feedback, progress tracking, and even mood checks to support emotional well-being. 

LAT Aerospace: Building The Future Of Mass Aviation

To make flying taxis a reality in India, Zomato’s ex-COO Surobhi Das has announced the launch of her new aerospace startup LAT Aerospace. 

While details about its roadmap are still under wraps, the startup is building a network of high-frequency, low-cost, 24-seater, short take-off and landing, medium-haul aircraft.  

According to reports, the startup has already raised $20 Mn from Zomato’s Deepinder Goyal in a seed funding round. It now aims to raise another $50 Mn in the round. However, there has been no confirmation on this from the startup.

Meanwhile, LAT is not the first startup to bet on making air taxis a reality in the country. Startups like The ePlane Company and Sarla Aviation are also betting on vertical take-off and landing aircraft for urban air mobility and to combat traffic congestion. 

Naarica: Periodcare Gets A New Name

While living in Paris, Mumbai-based Shruti Chand felt there was a mismatch in the quality of products available in developed countries compared to those in India.

One issue that stood out to her was the low-quality period pads many Indian women rely on. Determined to bring a better, more sustainable alternative, she founded Naarica in 2023, introducing reusable period underwear to replace traditional pads.

Naarica’s period underwear features four absorbent layers in the gusset, capable of holding as much as four pads’ worth of flow and lasting for three years. 

The startup is already making waves, selling 10,000 units per month across India and Sri Lanka.

In addition to selling to customers through its website and ecommerce platforms, the startup operates a B2B vertical, which has partnered with over 40 entities like Delhi University, Amazon Distributors, and YoungIndians to sell their products.

The startup recently raised $30K from ace badminton player Saina Nehwal. Naarica is now aiming to reach 10 Lakh customers in India.

Nabhdrishti Aerospace: Building Micro Gas Turbines for Power & Propulsion

For industries that need smarter and more flexible power solutions, traditional combustion engines often fall short. That’s where Nabhdrishti Aerospace comes in.

The startup is building small gas turbines to cater to hybrid urban air mobility, unmanned aerial vehicles and decentralised power generation appliances. Founded by Rohit Chouhan, Arjun Srivatsa, Antanu Sadhu in 2023, Nabhdrishti Aerospace is supplying its tech to multiple sectors like power, aviation and drones. 

Its core technology centres around a single-engine core architecture that can be adapted for multiple applications. Its first engine, the ND 400 (400N thrust), is built for distributed power generation in industries like oil & gas and manufacturing, range extenders for heavy vehicles, and commercial power solutions for hospitals and malls.

The startup recently secured $3 Mn from Accel and IIMA Ventures.

Moving forward, it plans to deploy the capital to boost the development and testing of its engine prototypes and acquire talent. 

Neosapien: Personal AI Companion

Founded in 2024 by brothers Aryan and Dhananjay Yadav, NeoSapien is a deeptech startup developing AI-powered wearables that integrate seamlessly into daily life. 

The startup’s flagship product, Neo 1, is designed to function as a “second brain” to augment human cognition, offering real-time insights to help users manage information, improve focus, and make better decisions.

Neo 1 is India’s first AI-native wearable that tracks conversations and analyses emotions, offering users the ability to store unlimited memory and enhance their mental capabilities. The product aims to help users unlock their full potential by providing real-time analysis and insights.

Neosapien gained significant attention when it secured INR 80 Lakh from Namita Thapar during its appearance on Shark Tank India in January.

Demand quickly followed, with Batch 1 units selling out fast. Now, Batch 2 is open for early access at INR 9,999, with no subscription fees for the first year. 

While the official launch is still ahead, NeoSapien is gearing up to ship Batch 1 units and inviting users to experience Neo 1 firsthand through a roadshow for Batch 2.

Northstarz.ai: Eliminate Costly Hiring Errors

Human resource departments have been slow to catch up with AI, mostly because existing tools don’t go beyond basic resume screening. 

This is where Bengaluru-based Northtstarz.ai steps in. Founded in 2022 by industry veterans Avinash Singh, Rajiv Ranjan, and Saurabh Sisodia, the startup has built its own AI models trained on 40,000 real-life interviews to help companies hire smarter and faster.

Originally, the founders started with an employability assessment tool for fresh graduates but soon pivoted to focus on recruiters. Now, Northtstarz.ai offers an AI-powered hiring platform that helps HR teams post jobs, generate role-specific questions, and automate interviews. Candidates can take 15-20 minute virtual interviews, and the AI shortlists top talent based on recruiter preferences. It even detects AI-generated responses to keep hiring fair.

With pricing starting at INR 12,500 for 50 interviews, Northtstarz.ai claims it boosts recruiter efficiency by 3X.

Looking ahead, the team plans to onboard 40-50 more paying customers, build an AI tool for corporate performance management, and expand internationally. 

OSSO: Next-Gen Orthopaedics

Sports injuries, including muscle strains, sprains, and lower limb issues, are common among athletes. To address this, Kunal Kishore Dhawan and Avani Shukla founded OSSO (One Stop Solution for Ortho) in 2024. 

The startup is on a mission to simplify orthopaedic care by bringing everything under one roof — whether it’s treatment for sports injuries, physiotherapy, or regenerative medicine. 

It offers a multi-disciplinary approach that combines orthopaedics with physiotherapy to ensure a full-circle recovery process.

At OSSO, every patient gets a personalised treatment plan designed by both an orthopaedic doctor and a physiotherapist. The startup’s thesis is simple — focus on prevention just as much as recovery, using advanced medical technology alongside hands-on care.

With its first clinic now open in Gurugram, OSSO aims to become a comprehensive care facility for sports injuries and orthopaedic health.

Phot.ai: Charging Up Your Brand Recall

With smartphones in every pocket, faster internet, and changing shopping habits, India’s ecommerce market is thriving. But with endless scrolling, brands often struggle to capture customers’ attention, unless their branding is too powerful to be ignored.

That’s where Gurugram-based Phot.AI comes in. Founded in 2023 by Venus Dhuria, Aneesh Rayancha, and Akshit Raja, Phot.AI helps ecommerce brands create eye-catching product images, ad designs, and marketplace listings without the hassle of manual design. 

Using AI, brands can instantly generate visuals for platforms like Amazon, Shopify, and Meta Ads.

With 3 Mn signups globally, the startup offers 25+ AI-powered photo editing tools and an integrated design studio to streamline content creation.

Phot.AI recently raised $2.7 Mn in a seed round led by Info Edge Ventures, with backing from Together Fund, AC Ventures, and over 50 angel investors. Now, the team is on a mission to make digital branding effortless and impactful.

Rezolv: Empowering Lenders With AI-Driven Debt Recovery

After successfully building Kissht, founders Karan Mehta and Sonali Jindal are back in the game with their latest venture, Rezolv, a digital lending startup tackling one of the biggest pain points in the industry — debt recovery.

Launched in October last year, Rezolv uses AI, GenAI, and advanced analytics to streamline the entire debt collection process, from early delinquencies to write-offs, all within a single platform. 

Its product suite includes full lifecycle management, multi-product support, and adaptive workforce models, helping lenders improve recovery rates.

What sets Rezolv apart is that it allows lending companies to create custom workflows without relying on IT teams.

Despite launching its operations in January this year, Rezolv has already onboarded two NBFC clients. In March, it secured $3.5 Mn in seed funding, led by 3one4 Capital, to scale its platform and expand its reach.

SHOEGR: Revive Your Brogues

We know how much you love to keep your shoes spotless, but let’s be honest, constant cleaning is a hassle. That’s why SHOEGR is making shoe care effortless with its range of cleaning, protection, and storage solutions.

Founded in 2021 by Saurabh Gupta, Anuj Sachdeva, and Ankit Roy, ShoEGR helps you take care of your favourite sneakers or formal shoes at home with easy-to-use kits. Instead of struggling with stubborn stains or worn-out soles, you can now keep your footwear in top shape without the extra effort. 

SHOEGR’s product line surpasses traditional shoe care norms. The startup presents cutting-edge cleaning solutions and stylish storage options, demonstrating its unwavering commitment to seamlessly blend practicality with a trendy edge in each product.

Its product line includes a plethora of shoe care products, including cleaning kits for standard, suede shoes as well as shoe laundry kits.

These kits range from INR 549 to just under INR 3,000.

Sisir Radar: Pioneering The New Era Of Radar-Based Monitoring & Intelligence

For industries that need precise and dependable radar systems, especially in tough conditions, traditional radar technology often falls short. 

Understanding the challenge, Tapan Misra, Soumya Misra, and Urmi Bhambhani founded Sisir Radar. The founders are pushing the boundaries of radar technology with their advanced Synthetic Aperture Radar (SAR) and Ground Penetrating Radar (GPR). 

The startup’s solutions cater to defence, intelligence, and commercial applications, enabling 24/7, all-weather earth observation.

Sisir Radar’s tech is built for high-performance surveillance, security, and tracking, making it quite useful for military operations, maritime monitoring, and even air traffic control. 

It has already won two IDEX challenges to develop specialised SAR satellites for the Indian Air Force and is in the running for In-SPACe’s INR 1,500 Cr earth observation satellite project.

The startup recently raised $1.5 Mn in seed funding from Shastra VC. 

Visu.ai: Shielding Retail Stores With AI

No stranger to the startup world, TenderCuts’ founder Nishanth Ravichandran has taken yet another entrepreneurial leap. However, this time, he has AI on his platter.   

Inspired by the experiences he had with his meat delivery startup, Ravichandran launched Visu.ai last month. Visu.ai is an AI-driven platform focussed on retail security.

His experience scaling TenderCuts from a single store to over 60 outlets came with its fair share of challenges, and one of the biggest was internal theft and pilferage.

With no effective solutions in the market, he decided to build one himself.

The platform uses advanced computer vision to provide round-the-clock monitoring for retail stores. Its AI-powered tools, Cashier Watch and Customer Watch, integrate seamlessly with CCTV systems to detect suspicious gestures, shoplifting, and internal fraud.

The system doesn’t just record footage, it actively tracks cash handling, product movement, and theft patterns. According to the company, this real-time monitoring can cut down theft by up to 70%.

Headquartered in London, Visu.ai is setting its sights on the US, UAE, and Canadian markets as it looks to redefine retail security.

Zealopia: Companion In Your Mental Health Journey

India’s mental health crisis is bigger than most people realise, with one out of seven individuals struggling with anxiety or depression. 

Yet, stigma, cultural taboos, and limited access to care keep many from seeking help. The hesitation to openly talk about mental health challenges only adds to the problem.

This is what Zealopia is trying to address. Founded by Ajinkya Bhasme in 2023, the startup is building a community to battle mental health issues among Indians. 

Instead of facing struggles alone, users can connect with others dealing with similar challenges through small, anonymous online support groups of 12 people.

But Zealopia doesn’t stop at peer support. The platform makes professional mental health care more affordable, offering access to expert therapists for just INR 1,000 per month. 

It also goes beyond traditional therapy by incorporating alternative healing methods like dance, music, and art therapy so that members can improve both their mental and physical well-being holistically.

Zelio E-Bikes: Affordable EVs For All

With India’s EV movement gaining momentum, Zelio E Mobility is carving out its space with durable and affordable electric vehicles.

Founded in 2021 by Neeraj Arya, the startup manufactures its escooters in its factory located in Hisar and sells its escooters across India through a network of more than 200 dealers.

In March, the company launched Little Gracy, a low-speed, non-RTO electric scooter for younger riders aged 10-18. Available in three variants, the scooter starts at an accessible price of INR 49,500.

Besides Little Gracy, the startup sells a host of escooters for adults as well as electric three-wheelers. Its products come with telescopic suspensions, anti-theft alarms, USB ports, parking gears, and alloy wheels. 

[Edited by: Shishir Parasher]

The post 30 Startups To Watch: Startups That Caught Our Eyes In March 2025 appeared first on Inc42 Media.

Are dark stores getting darker for quick commerce? 

As Indian quick commerce platforms tried to gather speed – from fast to ultra-fast delivery – the topline for the Q-Com Big Three became loftier, soaring past $1 Bn in FY24, but the bottomline for Blinkit, Zepto, and Swiggy Instamart slumped with cracks showing up in their business models. Costs are scorching their coffers and deliveries turning slower as they promise to outpace reality. 

Blinkit’s adjusted EBITDA loss widened 15.7% in the third quarter of FY25 from INR 89 Cr a year back, battering down parent Zomato’s net profit 57.2% to INR 59 Cr. Swiggy, on its books, saw consolidated net loss deepen 39.1% to INR 799 Cr with INR 527.68 Cr attributed to its quick commerce arm Instamart. While Zepto is yet to disclose its financials, CEO Aadit Palicha recently stated on social media that the industry burns around INR 5,000 Cr quarterly, with more than half of this attributed to Zepto alone. 

As quick commerce slowed down, global brokerage firm BofA Securities downgraded ratings for Zomato and Swiggy, citing concerns over growth and mounting losses.

Time for the quick commerce giants to review their dark store blueprint? 

Or, time for small retailers, who had to bear the brunt of the rapid strides of deep-pocket quick commerce platforms, to take it to the chin and take another shot to revive and regain? 

Mumbai-based husband-wife duo Alok and Neeta Chawla saw rays of hope in the changing dynamics of quick commerce dark stores. They were joined by friend Virendra Kumar Chauhan. Their shared vision was simple – help small neighbourhood retailers to reclaim their loyal customer base. 

They set up Kiko Live in July 2020 to digitise and empower small businesses like kiranas, pharmacies, stationeries, and even paan-wallahs. It helps them set up online storefronts in barely 24 hours and takes them on a digital journey, enhancing their visibility and, in turn, their revenues. As a seller network partner on ONDC, Kiko Live connects retailers to buyer apps like Paytm, PhonePe, and MyStore, boosting their online presence. It also provides automated WhatsApp ordering and integrates D2C brands and B2B distributors with local retailers for faster deliveries. 

“For a typical neighbourhood retailer, 10-15% of the business comes from home deliveries, through WhatsApp or phone calls. This is the segment that the dark store-driven quick commerce has dented most,” said Alok Chawla, a seasoned entrepreneur who believes that the dark store model of quick commerce is unsustainable.

Making Of A Cornerstone For Retailers In Crisis

In his over 16 years of experience in the sphere of payments, ecommerce, and retail, Alok had cofounded ZiPCASH, a prepaid wallet company later acquired by Ola and renamed Ola Money, in 2006. Three years later, he had founded TRISTAR International Trading Operations, which focussed on foreign trade and retail distribution. 

In 2012, he launched Gizmobaba, an electronics brand that pioneered influencer-led marketing, collaborating with over 700 TikTok influencers. The business was highly profitable until it was impacted by the ban on TikTok and COVID-19 lockdowns, he said.

Locked at home, Alok saw the plight of neighbourhood retailers, and was back to the drawing board in search of a solution to their struggle for survival.

“While digital ordering for food via Zomato and Swiggy was available, grocery retail remained largely offline. Small retailers were struggling with store closures and a lack of digital presence, causing them to lose business,” he said. 

The thoughts struck the chord with wife Neeta and friend Virendra. Months of brainstorming followed. “What if we could digitise these small businesses and bring them online? This idea laid the foundation for Kiko. We registered the brand in 2020 but became operational in 2021 after securing seed funding.”

The startup has raised $4.08 Mn so far from investors such as venture catalysts, 9 Unicorns, Powerhouse Ventures, and SOSV.

Dark Store Fallacy 1: Using The Distance Edge 

Quick commerce platforms set up their dark stores as retail outlets optimised for addressing online orders and ensuring quick delivery. These are typically out of bounds for walk-in customers and play a critical component in the business model in the business of quick commerce. These micro-warehouses or fulfillment centres, as they are called, are designed exclusively for online order picking, packing, and dispatching.  

The Kiko founders found the distance edge in favour of the neighbourhood retailers. “Despite the 10-minute delivery promise, the actual time taken (by quick commerce platforms) is often 20-25 minutes, and the cost is high. Several platforms have introduced delivery charges, ranging from INR 10 to INR 60, depending on factors like distance and order value. The moment they start charging INR 75 per delivery, 90% of customers will opt for a slower but more affordable alternative,” Alok said. 

The founders integrated the hyperlocal delivery options into Kiko’s seller panel. These logistics are powered by ONDC, allowing the seller to request a delivery rider with a single click once the order is packed. 

The seller can also choose the self-delivery option. Most sellers opt for self-delivery for very short-distance orders, typically under 1 km, while network logistics handle deliveries farther away.

Dark Store Fallacy 2: Building A Smarter Army Of Retailers

Quick commerce platforms that gained immense success during the lockdown days made it harder for the less organised and digitally backward small retailers to sustain. Consumers increasingly preferred structured catalogues with instant checkouts, while the struggling retailers needed better discoverability beyond their existing customer base. 

Kiko was born at this juncture. To address this shift, the startup transitioned from a live ordering model to a catalogue-driven system and integrated with ONDC, which has revolutionised the digital payments space. This enabled retailers to list their products digitally, reach a wider audience, and scale their business across multiple platforms. “Kiko drives traffic directly to retailers, rather than expecting them to promote individual websites,” Alok said.

Instead of relying on traditional product catalogues – be it printed or verbal – Kiko Live allows its users to place orders through in-app calls with retailers, largely simulating the familiar experience of shopping in a physical store. 

Kiko brought in artificial intelligence (AI) to detect product names mentioned in those conversations, create a cart, and generate a payment link. Retailers could also display products on video, helping customers make informed choices without physically visiting the store. 

The buyer-seller app operates on a retailer-held inventory model, ensuring that small businesses retain control over their stock. It helps retailers maintain their online inventory by linking it to their physical inventory if they have a PoS (point of sales) system. Sellers without a PoS can easily update inventory using a simple Excel upload, which can be done once or twice a day. Additionally, the sellers can also use an out-of-stock toggle to manage availability.

Dark Store Fallacy 3: Making A Unique Approach To Regain The Market 

A host of players in the segment are now attempting to follow a similar strategy. KiranaPro, for instance, is one such platform empowering local kirana stores with AI-driven quick commerce. While both Kiko Live and KiranaPro leverage ONDC to enable quick commerce for local retailers, they differ significantly in their approach and execution.

The Kiko Live app operates with two ends – one for the buyer and another for the seller – and directly enables retailers to list their inventory, manage sales, and fulfill orders. It provides sellers with an integrated inventory system, marketing tools, and operational support, ensuring a seamless transition to online selling. Kiko Live allows buyers to search for products by store, browse seller catalogues, and even paste entire grocery lists for quick cart building.

KiranaPro, on the other hand, focusses on connecting consumers with neighborhood businesses through a voice-based AI model. Customers can place orders by speaking into the app, and the AI processes the request to create the shopping cart. The KiranaPro app does not have its own seller network, instead, it routes customer orders to sellers from other ONDC-integrated platforms like Kiko Live. Its standout feature is its voice-based AI model, which requires users to dictate their shopping lists, instead of manually browsing or selecting products.

Kiko has so far processed over 6.5 Lakh transactions and enjoys a 5 Lakh+ user base, claimed the founder. In contrast, KiranaPro is still in its early stages, refining its product and testing within a smaller user group, as reflected in its 5,000 app downloads so far.

Dark Store Fallacy 4: Mapping The Road Ahead, Resolving The Hurdles

Apart from competition from newer players, Kiko’s biggest challenge is maintaining operational efficiency at the store level. 

“For 30-minute deliveries, each store onboarding the Kiko platform requires 4-7 days of intensive training to streamline operations. The retailer must pick, pack, and have orders ready within 5 minutes, as riders typically arrive within 7-8 minutes. Some stores struggle to maintain these processes once the team exits, leading to deactivation. High-volume stores have adapted by hiring dedicated staff and setting up pickup counters, similar to restaurant delivery setups,” Alok said.

For this, the brand looks to invest heavily in training retailers for 30-minute delivery efficiency to ensure smooth execution. 

Another challenge for the brand has been building credibility among retailers as many of them shied away from digital platforms because of scams that rarely ceased to surface and promises that were hardly met. According to the founder, ONDC has significantly solved this problem. “Before ONDC, we were handling around 200-300 orders a day, now we are doing 3,000+. We aim to reach 10,000+ in the next two to three months.”

Unlike the dark store model that requires heavy upfront investment – to the tune of INR 200 Cr for multiple stores and inventory – ONDC-enabled retail partnerships provide a cost-efficient, scalable solution.

“We charge INR 3,000 that covers onboarding, cataloguing, some marketing activities such as flyer distribution, and handholding for one week,” Alok said. Kiko Live also offers a plan with zero joining fee with limited support.

Joining ONDC has also helped Kiko Live boost its revenue from INR 3-4 Lakh a month to INR 10 Lakh. The brand’s monthly gross merchandise value (GMV) stands at INR 1.5 Cr and it aims to reach INR 5 Cr in the next six months, according to Alok. 

Riding on the success, Kiko plans to widen its key markets, with the blueprint for three major cities drawn up. It is also looking to enter Tier 2 and Tier 3 cities.

Kiko Live may not yet match the scale of quick commerce giants in terms of revenue, but investor interest in this segment remains strong, signalling a positive market outlook for the brand. Sri Peddu, general partner at Powerhouse Ventures and an investor in Kiko, sees immense potential in these seller apps. 

Dark stores and retailer-led quick commerce will coexist, he said. “There is a huge opportunity in the digital enablement of retail sellers, with the government-run ONDC network serving as a key catalyst in this evolution.”

[Edited By Kumar Chatterjee]

The post Can Kiko Live Help Kiranas Strike Back At Quick Commerce Giants? appeared first on Inc42 Media.

Who could be a better guarantee for your money in India than Infosys cofounder Narayana Murthy or Reliance chairman Mukesh Ambani? Two individuals bit the bait of fake images that eventually led to an INR 95 Lakh fraud. While someday a Mumbai-based doctor is duped INR 7 Lakh in a share market scam, a Bengaluru chartered accountant is conned into an INR 23 Lakh trickery on some other day. Such stories hardly surprise us any more as newspapers and tubes keep flashing such incidents almost every day.  

What makes a consumer trust a product? A credible face, beyond doubt. Thanks to artificial intelligence, bringing faces into the picture has never been easier. Scammers have leveraged deepfake technology to feature business icons like Murthy and Ambani in fake trading apps, driving people into the trap.

Not the business tycoons alone, a few months back, a deepfake video featured actor Rashmika Mandanna’s face digitally altered onto British-Indian social media figure Zara Patel. The video gained significant traction due to Rashmika’s popularity.

The Delhi High Court recently directed a subcommittee under the Ministry of Electronics and Information Technology (MeitY) to submit its report on deepfakes by July 21. In the petition, journalist and India TV editor-in-chief Rajat Sharma sought regulations on deepfakes and directives to block public access to apps that facilitate the creation of such synthetic content.

Deepfakes, an emergent type of threat falling under the greater and more pervasive umbrella of synthetic media, use a form of AI or ML to create believable, realistic videos, pictures, audio, and text of events which never happened, says a US Homeland Security communication. 

From face-swapping and voice synthesis to gesture and body movement manipulation, deepfake scams are evolving rapidly. Hybrid deepfakes, which combine multiple AI techniques, are making fraudsters even more powerful. On the other hand, AI-powered deepfake detection tools are also emerging to combat the threat.

It seems to be the return of Frankenstein in this age of artificial intelligence. 

As deepfakes take a $500,000 toll on businesses on the average and burn a $680,000 hole in the pockets of large enterprises around the world in 2024, India stares at INR 70,000 Cr deepfake frauds this year, surging 550% since 2019. On the back of this simmering threat, a battle is brewing up on the country’s digital turf, where AI is being used to take on the menace unleashed by itself. 

Neural Defend entered the battlefront to take this cerebral war to the next level. Founded in 2024 by Piyush Verma, Sivashankar Selvarajan, and Sumit Singh, the Delhi NCR-based startupfocusses on developing AI-powered detection tools that could identify deepfake manipulations across images, videos, and audio.

A Shared Vision: Battling AI-Driven Identity Theft

Neural Defend was born out of a vision shared by the founder trio. Selvarajan, Singh and Verma recognised the growing threat of AI-generated deepfakes and identity fraud.

Selvarajan is seasoned in the AI domain across industries, starting his career with USD Global as an AI software developer working primarily for Intel, in early 2020. This was when he met Singh, who later introduced him to Verma. The three quickly realised that they shared a similar mindset, particularly when it came to the risks associated with AI-generated content.

As AI technology advanced, they saw a much bigger problem unfolding that was far beyond financial fraud. “Identity theft by the use of generative AI is emerging as one of the biggest threats for the future, perhaps second only to climate change,” said Selvarajan.

People are losing control over their own identities, with deepfake technology making it easier than ever to manipulate images, videos, and audio in dangerously realistic ways. In 2023, deepfake-driven face swaps used to bypass identity verification surged by 704%. AI-powered language models have made phishing scams more common and convincing, manipulating people into revealing sensitive information at an unprecedented scale, says a World Economic Forum report. It estimates global cybercrime at $10.5 Tn annually by 2025, up from $3 Tn in 2015.

By the use of AI and spoofing software, scammers have been creating fake police stations and even fake court hearings or using the voice of relatives to dupe victims. A textile tycoon was defrauded $830,000 last year after fraudsters summoned him to an online hearing at a fake Supreme Court that threatened him with jail.

The techie trio noted that only a handful of companies were tackling deepfake detection, and even those solutions were fragmented. AI-generated content was evolving rapidly, but there was no universal mechanism to detect it effectively.

The realisation led them to a decisive moment. Instead of just observing the problem, they wanted to build a solution. This is where the idea for Neural Defend took shape. “Our goal was not just to create another AI business but to restore trust in digital content and provide people with a way to safeguard their identities,” Selvarajan said.

“The name Neural Defend reflects our goal. Neural represents AI and neural networks, while Defend underscores our commitment to fighting against the misuse of AI,” he added.

The founders carried out extensive market research to zero in on the problem. They analysed various industries where deepfake detection was crucial such as dating apps, telecom, call centres, and video verification. Discussions with experts revealed that deepfake threats were rampant in eKYC (electronic Know Your Customer) providers.

They found that over 150 Mn eKYC verifications were conducted every year. This data point validated their concerns and even expanded their initial problem statement, highlighting the need for deepfake detection across images, videos, and audio.

The Proprietary Model: Preventing Deepfake Manipulation

Neural Defend has developed its own proprietary algorithm, avoiding open-source dependencies and securing four patents so far. To ensure seamless integration, it designed the solution as an API, rather than a standalone application.

This API-based approach allows eKYC verification companies to strengthen their existing systems without major code modifications. Selvarajan said clients can simply send an image, video, or audio file and receive an instant deepfake detection result.

The solution focuses on deepfake detection across image, audio, and video verification. The startup is targeting fintech companies, small finance banks, and eKYC verification providers to enhance security in digital identity verification. Neural Defend is also working with Fortune 500 companies and major video conferencing platforms to address security risks associated with deepfake-based identity fraud in virtual meetings.

Financial institutions and digital verification providers use video-based authentication, but deepfake advancements allow fraudsters to impersonate real individuals. The API integrates into video verification systems, analyse each frame and audio signal in real time to detect deepfakes, face masks, and synthetic voices, ensuring secure identity verification.

For video conferencing securities, it offers a plugin for platforms like Zoom and Google Meet. Similar to AI note-takers, it continuously analyses video and audio feeds to verify user authenticity and detect AI-generated intrusions.

Online interviews are increasingly vulnerable to deepfake-based impersonation, where candidates use lip-syncing or AI-generated avatars to cheat the process. Neural Defend’s solution also helps hiring platforms detect such manipulations, ensuring only genuine candidates participate.

The startup operates on a usage-based pricing model, charging per API call for verification services and per minute of video conferencing usage.

The Goal: Touching The $10 Mn ARR Landmark

The market for AI deepfake detector tools is projected to grow significantly from  $1.3 Bn in 2024 to $4.1 Bn by 2032, reflecting a CAGR of 15.1%. The threat is affirmed by the McAfee’s State of the Scamiverse report, which shows how deepfake scams can be created for just $5 (less than INR 430) in under 10 minutes.  

The looming threat and escalating demand for solutions appear promising for businesses like Neural Defend. The startup recently raised over $600,000 in a pre-seed round led by Inflection Point Ventures (IPV). According to the cofounder, this capital will sustain operations for the near future. Riding on the booming demand, Neural Defend is preparing for a seed round at a higher valuation.

Over the next 12 months, Neural Defend aims to secure at least 10 customers. “Given the scale of verification needs, where a single company can conduct 150 Mn API verifications a day, even acquiring two clients could make the company profitable,” Selvarajan said.

The startup aims to reach $10 Mn in annual recurring revenue (ARR) within a year. It also plans to expand globally by tailoring its deepfake detection solutions for specific industries and ensuring seamless adoption across markets.

Although the opportunity for such startups is indeed huge, a challenge is emerging with cybersecurity giants like McAfee rolling out the AI-powered McAfee Deepfake Detector service in India. As the AI-versus-AI duel sets off a storm in India, it remains to be seen how small startups like Neural Defend brainstorm over the way to success.

[Edited By Kumar Chatterjee]

The post This Startup Wants To Make Deepfake Detection As Easy As An API Call appeared first on Inc42 Media.

When Siddharth Suneja, a serial entrepreneur from New Delhi, became a father in 2019, he met with a dearth of high-quality products for kids in the Indian market.  

This was when he knew that he was looking at a significant gap, many parents like him were struggling to get their hands on quality kids’ essentials, including lunch boxes, water bottles and backpacks. 

Committed to bridging this gap, he joined forces with his brother, Sumit, and launched Rabitat in February 2020. 

At the outset, Siddharth’s vision to offer a range of safe, high-quality food-contact products, designed for kids between two and eight years of age, fuelled their endeavour. Today, the brand commands 16 SKUs, including tiffin boxes, insulated water bottles, feeding bottles, and training cups, just to name a few.

Delivering High-Quality Kids’ Essentials

In the last four years, Rabitat has carved out a niche in the kids’ food storage container market in India. Along with selling via its website, platforms like Amazon and FirstCry serve as its major sales channels. The D2C brand leverages quick commerce platforms to boost its sales. 

Targeting a discerning segment of Indian parents — who are often highly skeptical and seek only the best for their children — Rabitat aims to earn their trust by providing BPA-free, safe, and high-quality baby and toddler products.

The brand operates in the local food storage container industry that is projected to grow by more than 5% CAGR in the next five years. Rabitat, with its niche market positioning, is eyeing to grab a juicy chunk of this growing opportunity.

Rabitat’s INR 100 Cr Ambition 

Notably, the company’s revenues for the financial year 2023-24 (FY24) stood at INR 16 Cr, up 23% from INR 13 Cr a year ago.

For FY25, the brand is expected to close its top line at INR 32 Cr, marking a 100% growth compared to FY24. One of the key reasons behind this is the brand’s shift to manufacturing in India, with over 80% of its products now made within the country.

In the long term, the company aims to expand its market presence while strengthening the brand in its strong ecommerce sales channels. The company is also eyeing to broaden its quick commerce availability to reach its customers within minutes. 

By FY26, Rabitat expects to cross the INR 100 Cr mark in annual revenue. It aims to emerge in the black by May 2025.

However, meeting aspirations won’t come easy as the brand will have to lock horns with traditional players like Milton and Borosil and newer brands such as Basil, which, too, have set their sights on churning INR 100 Cr in ARR by next year.

While this industry gives significant leeway to make strides, it also demands continuous innovation. As of now, it would be interesting to see how Rabitat places its aces to win against its competition.

[Authored By Anirudh Trivedi]

The post Can Rabitat Do To Kids’ Essentials What Tupperware Did To Home Storage? appeared first on Inc42 Media.

Milk is a staple in Indian households, but its purity has long been in question. From dilution to harmful chemicals, the issue of adulteration runs deep in India’s dairy sector. However, the problem isn’t just about purity — labels can be misleading, storage can compromise freshness, and even premium brands fall short of delivering true transparency.

The founders of Doodhvale Farms — Aman J Jain, Ishu Jain, Sanjay Jain, and Sudhir Jain — faced this challenge firsthand. In search of safe milk for their own families, they did what few would — they started a small farm with just two cows. Their belief was simple: by overseeing every step of the process, they could eliminate the shortcuts and malpractices plaguing the dairy industry.

But within two months, they realised the scale of the problem. Even their own employees, trained in traditional dairy industry norms, were cutting corners. This was a wake-up call — fixing dairy in India would require a complete overhaul, not just good intentions.

With that realisation, Doodhvale Farms was born in 2019 — a farm-to-home dairy brand that is not just about milk, but about rebuilding trust in what should be the purest household staple.

Breaking Barriers In The Dairy Industry

Unlike conventional dairy brands that rely on preservatives and middlemen, Doodhvale Farms ensures complete transparency with its lab-tested, farm-fresh milk. Every batch undergoes rigorous testing before reaching consumers, eliminating any concerns about dilution or contamination.

While most milk on the market is stored for days before consumption, the brand’s vertically integrated model ensures direct delivery from farm to home within hours of milking. Some of its flagship products include Cow A2 Vedic Desi Ghee, which is slow-cooked using the ancient Bilona method to preserve its rich aroma and Ayurvedic benefits. 

The dairy brand also specialises in premium A2 dairy products, sourced from indigenous Sahiwal and Gir cows, and high-protein buffalo milk. Its products, including Malai A2 Paneer and Royal A2 Buffalo Milk, cater to health-conscious consumers seeking authentic dairy nutrition.

It also offers a subscription-based model, allowing families to receive fresh, nutrient-rich milk without worrying about daily sourcing.

Freshness Fuelled Growth

Doodhvale Farms has witnessed remarkable growth, fueled by the increasing demand for premium, unadulterated dairy products. In FY23, the company reported a revenue of INR 15 Cr, which surged 80% to INR 27 Cr in FY24. Continuing this trajectory, it closed CY24 at INR 38 Cr, marking a 60% jump from the previous year.

Beyond financial growth, the brand has significantly expanded its footprint — from 5 cities to 15 — bringing fresh, farm-to-home dairy to a wider audience. Initially focused on D2C sales via its app, Doodhvale Farms has since diversified, launching Exclusive Brand Outlets (EBOs), partnering with marketplaces, and entering quick commerce to enhance accessibility and convenience.

Backed by a $4.1 Mn Series A funding round from investors such as Atomic Capital, Singularity Early Opportunities Fund, Bharat Founders Fund, Indigram Labs Foundation, and HT Media Ventures, the company is now gearing up for its next phase of expansion. By FY25, it targets INR 42 Cr in revenue, with plans to scale to 50+ cities by 2026 and 100+ EBOs to strengthen its offline presence.

With sustainability at its core, Doodhvale Farms is actively expanding farmer partnerships and adopting ethical dairy farming practices to ensure quality, transparency, and environmental responsibility — preserving not just purity in milk, but also trust in every bottle.

[Authored By Pooja Yadav]

The post How Doodhvale Farms Is Taking On Dairy Conglomerates With Its Purity Promise appeared first on Inc42 Media.

What’s next after OpenAI and DeepSeek? Now that these tech startups have hit the innovation sweet spot, the ChatGPT parent is reportedly eyeing a funding round that could value it at $340 Bn, more than 2x its current valuation of $157 Bn, while the Chinese disruptor is mulling outside funding for the first time. Presumably, they will continue raising huge sums to grow fast and innovate. 

However, not all AI-driven innovation stories require such massive investments. A new breed of automation startups is now working on AI tools and models to help enterprises ditch time-consuming and effort-intensive manual processes. Among these is a growing cohort who has moved beyond typical big data analytics and traditional AI-ML systems, focussing instead on GenAI to offer tailored solutions and personalised experiences based on enhanced decision-making. 

The reason? AI has already gained momentum in four key sectors – BFSI, CPG and retail, healthcare, and industrials & automotive – and their AI adoption will likely account for 60% of India’s potential GVA worth $500 Bn. In fact, the evolution of India’s techade is firmly linked to world-leading AI adoption across industries, especially those struggling to extract insights from large datasets, handle cumbersome documentation and automate repetitive tasks.    

Given the rising requirement for enterprise AI solutions to spur commercial success, Udaipur-based 9AI is developing a wide range of analytics and automation tools. “Many companies use off-the-shelf automation tools, as few innovators have genuinely unlocked the capabilities of advanced, generative AI to drive transformational change. This, in turn, stifles growth, raises costs and prevents businesses from reaching their full potential,” said Garvit Chouhan, who teamed up with college mates Aaditya Saini and Kaustub Pandey to set up the bootstrapped venture. 

The startup is rooted in a shared belief that businesses should be able to operate more efficiently and with greater insight by leveraging AI to drive decision-making and innovation. Rather than creating point solutions for specific tasks, the founders designed and developed an AI platform capable of automating entire processes. Furthermore, these AI solutions can be built into industry-specific workflows with minimal disruption. 

9AI combines its deeptech R&D with AI and agile operational practices on its SaaS platform to automate complex workflows, improve decision-making accuracy and reduce processing times and human errors, driving down costs all the time.

It has three distinct revenue models to cater to businesses of all sizes. The first is an outsourcing model, including a one-time development fee with annual maintenance. The second is an agency model involving a monthly development fee and yearly maintenance. Finally, there is a partnership model, where the monthly development fee is significantly lower in exchange for product equity or revenue sharing.

Chouhan says the partnership model contributes 40% of the startup’s revenue. “For AI to succeed truly, it has to be tailored to the needs of each business. That’s why we offer these flexible revenue models. We want to partner with our clients to help them scale rather than deliver a one-size-fits-all solution.”      

Backed by iStart Rajasthan, a flagship initiative of the state government for supporting innovative startups, 9AI clocked INR 5 Cr in revenue in FY24 and expects a 4-6x jump in the current financial year.

From Hackathons To Real-World Impact: How 9AI Is Transforming Industries

The founders met during their undergraduate days at the College of Technology and Engineering (CTAE), Udaipur, and bonded over their passion for technology and deep interest in solving operational challenges. They participated in CTAE hackathons and worked on a series of side projects such as developing a CRM SaaS platform to manage ecommerce after-sales services. Chouhan later joined IIT-Madras to specialise in data science and programming and participated in an entrepreneurship programme at Y Combinator.   

The trio’s initial foray into technology development to resolve real-time business challenges paved the path for a broader platform, and 9AI was launched with Chouhan at the helm. “Our technical USP lies in our comprehensive integration of large language models [LLMs] and advanced data pipelines that ‘understand’ complex documents and zero in on the action required. Our operational USP is our ability to rapidly integrate newly developed AI solutions into existing enterprise processes and deploy them as soon as possible,” the CEO said.

Here is a quick look at 9AI tools and use cases across industries and pilot projects.

Enterprise solutions at scale: 9AI develops business automation tools tailored to address specific challenges for various industries, from insurance and finance to education, retail and more. To begin with, it has automated claims processing for a public sector insurer using AI-driven triage, including document analysis, claim assessment and categorisation based on criticality and complexity. The outcome: Processing takes 70% less time, and there is greater accuracy overall, optimising the claims handling workflow and enhancing the customer experience.

In mortgage finance, it has automated document verification and loan processing, slashing processing time by 60% and minimising errors. It has also developed a cutting-edge assessment tool to evaluate hundreds of subjective test responses at a fraction of the time and cost consumed by dozens of human evaluators. Additionally, 9AI has built intelligent search and personalised recommendation engines that boost engagement and drive conversions by delivering relevant content to the right audience.

AI agents for multi-channel services: As Nvidia CEO Jensen Huang pointed out at CES 2025, the world is entering the age of agentic AI, and the shift is worth a multi-trillion-dollar opportunity. Unlike GenAI, which creates content and tools, AI agents carry out a variety of tasks and manage routine processes across industries while making decisions based on real-time data. (Think of a customer-facing chatbot on a retail or a banking site: We know their critical importance.) 

In sync with the latest industry trend, 9AI makes custom-built AI agents for advanced automation and intelligent decision-making. These AI agents can be integrated with multiple communication channels, including email, call, WhatsApp and website/app, ensuring consistent and intelligent interactions with minimum human interventions.

Here, the retail sector benefits most. For instance, a CRM-lead generation bot enables up to a 30% rise in conversion. Fitted with existing systems, it can enhance sales workflows, driving efficiency and revenue.

LLM fine-tuning: The startup incorporates business-specific data and optimises existing language models to deliver contextually relevant outputs, helping businesses derive insights from vast datasets.

Visual data analysis and document processing: 9AI provides various image processing solutions such as object detection, similarity analysis and segmentation. Additionally, it can generate images based on user-defined inputs. It also offers automated document parsing, precise data extraction and intelligent classification to improve workflows and enhance operational efficiency.

Data solutions & ML training: The startup creates robust data pipelines to ensure reliable data analysis and provides comprehensive training modules for machine learning. This means 9AI has in place an end-to-end data integration ecosystem that covers everything from data ingestion, porting, processing, and model training to deployment and monitoring. It helps businesses optimise their AI workflows while data is managed seamlessly and models perform at their best, all while providing the flexibility to scale as requirements evolve.    

Open-source integration: 9AI also deploys and integrates open-source AI models such as DeepSeek, Qwen, Llama and others, offering businesses a dynamic blend of flexibility and cost-efficiency.    

iStart Rajasthan Provided The Right Ecosystem To Drive 9AI’s Growth

In the fast-evolving world of AI, early support can make all the difference between an idea that fades and one that scales. For 9AI, a rising player in this space, that critical backing came from iStart Rajasthan, the state government’s flagship initiative. It is no run-of-the-mill incubator, providing instead essential infrastructure, expert mentorship and valuable market access to sharpen the startup’s vision and accelerate its growth.

At its state-of-the-art Udaipur facility, iStart offered a collaborative and dynamic work environment equipped with modern labs, high-speed internet and essential office resources, giving the 9AI team all the vital tools to refine its tech offerings. But the real impact extended beyond infrastructure. Its deep network of industry veterans and domain experts allowed the startup to connect with mentors who helped shape its business model and go-to-market strategy.

The initiative also played a key role in business development, enabling 9AI to validate its solutions in real-world settings as it worked with government agencies and private enterprises. As a result, the number of pilots grew, and the new players gained rapid traction in the competitive industry. 

“I would say iStart bridges the gaps between ideation, innovation, execution and commercialisation. Its early-stage support laid the groundwork for scalable development and quick deployment of AI solutions. The ecosystem has moulded our strategy, enhanced our product quality and given us the confidence to scale our solutions,” said Chouhan.

What’s Next For 9AI Amid India’s Artificial Intelligence Boom

The AI and GenAI models and their applications will continue to grow as enterprise adoption has kicked in at scale. Globally, the intelligent process automation market (which covers all sorts of business and production-related automated systems) is estimated to reach $67.7 Bn by 2034 from $17.3 Bn in 2024, clocking a CAGR of 14.6%. India is set to mirror the global trend, given that 70% of GenAI startups are now catering to enterprises alone, and businesses of all sizes are keen to embrace the AI age motto – automation anywhere for greater efficiency, fewer costs and better earnings. 

The current market dynamics have opened a massive opportunity for tech enablers like 9AI and its peers. They can soon build an automation-led digital transformation ecosystem driven by AI-powered operations, insights and decision-making skills. Add to that the global resurgence of venture capital funding in the AI space – $100 Bn in 2024, more than 80% increase from $55.6 Bn in the previous year – and all seems hunky-dory for enterprise-first GenAI startups.    

In tune with the evolving scenario, 9AI will focus on breakthrough innovations in GenAI and deeptech to cater to diverse sectors and refine its existing solutions based on feedback. It will expand its core team and strengthen its strategic partnerships to validate new use cases and drive growth. It is also planning to set up a top-notch AI research facility.

In the long term, 9AI eyes overseas expansion and global partnerships with technology firms and research institutions to develop advanced model architectures and contribute to the evolution of Artificial General Intelligence. (For context, AGI is still a hypothetical stage where AI will have human-like intelligence and capabilities.)

Despite the increasing adoption of GenAI, the founding team at 9AI is fully aware that industry trends and investment strategies may undergo a paradigm shift in the current year. Until now, billions of dollars have been spent on foundation models as VCs are willing to bet big on original research and innovation. Now that the base has been built, thanks to OpenAI, DeepSeek and the like, investors could be more eager to fund enterprise tools and applications built on existing models and LLMs for sustainable growth and immediate profitability. Essentially, vertical AI may soon emerge as a more attractive investment choice, contrary to the horizontal approach, which became popular initially.

It is difficult to predict future trends at this point, but 9AI is working smart, ensuring that no loopholes are left unattended. It has started offering industry-specific automation solutions from Day one, focussing on precision and targeting document-heavy, manual workflows that waste time and resources and drive costs. However, its R&D for deeptech innovations and niche models are, by no means, discarded. Yes, core research will call for substantial capital, but the outcome, as transformational as ChatGPT, will continue to attract big investors.

Meanwhile, 9AI must cater to evolving enterprise needs while scaling effectively as AI adoption continues to reshape industries at a fast clip. With India positioning itself as a global AI hub, the coming years will test how well the company can adapt, innovate and carve its niche.

The post How 9AI Is Automating Workflows For Indian Enterprises appeared first on Inc42 Media.

Zaid Sait’s journey into the bakery business was rooted in his family’s 35-year legacy, where he witnessed the transformation of a small artisan bakehouse into a large-scale industrial bakery. This experience exposed him to the challenges and opportunities in India’s growing bakery market. 

Recognising the increasing demand for preservative-free, high-quality baked goods, he launched Zed The Baker in March 2018 with the mission of making fresh, artisanal products accessible to Indian consumers.

Bringing Authentic Parisian Bakery Culture To India

Zed The Baker sits comfortably between mass-market Iyengar bakeries and expensive global brands, offering premium baked goods without the hefty price tag. Inspired by authentic Parisian bakery culture, the brand delivers fresh, preservative-free offerings that maintain consistent taste, affordability, and hygiene. The D2C brand’s product line includes bestsellers like Belgian Chocolate Truffle, Tres Leches Cakes, Tiramisu, New York Cheesecake, and Butter Croissants, all crafted with a focus on quality and authenticity.

Unlike many premium brands that struggle with import costs and inconsistent raw materials, Zed The Baker prioritises local sourcing and precise inventory control to maintain the quality and freshness of its offerings. The brand’s positioning as an accessible yet premium bakery has resonated with consumers, allowing it to carve out a niche in the Indian bakery industry.

Expanding Its Footprint In India’s Bakery Market

Zed The Baker has steadily expanded, operating 10+ outlets across Bengaluru, strengthening its presence through a combination of retail stores and quick commerce integrations. Its online presence on Swiggy and Zomato ensures that customers across the city can enjoy fresh-baked goods with a 30-minute delivery guarantee. The offline strategy focuses on retail stores in prime locations to maximise foot traffic and build brand loyalty.

The brand has overcome several industry challenges, including maintaining shelf life for preservative-free products, educating customers about the benefits of artisanal baking, and scaling operations without compromising quality. By tackling these hurdles head-on, Zed The Baker continues to gain traction in a competitive market.

Growth Trajectory 

Zed The Baker recorded a revenue increase from INR 8.88 Cr in FY23 to INR 10.40 Cr in FY24, despite challenges related to inventory control and quality scaling. The brand is on track to achieve INR 14 Cr in revenue for FY25, driven by strategic retail expansion and a strong foothold in fast commerce. By 2026, Zed The Baker aims to operate 40 stores under its brand and sub-brands, tapping into strategic locations to bridge market gaps.

To support this ambitious growth, the D2C brand is focusing on a tech-driven, centralised production model that will streamline operations while maintaining product quality. 

With a team of 140 and over 1.6 lakh products sold to date, Zed The Baker competes against the likes of Theobroma, Café Noir, and Smoor.

[Authored By Anirudh Trivedi]

The post How Zed The Baker Is Making India Fall In Love With Parisian Hotcakes appeared first on Inc42 Media.

When Priyanka and Akash Mehta welcomed their first child, they found themselves facing a new challenge — keeping their home organised while managing the ever-changing needs of a growing family. Like many Indian households, they struggled with space constraints, overflowing cupboards, and the constant need for functional storage. This led them to realise a broader market gap in India’s home organisation space, inspiring them to create Homestrap in 2016.

What started as a simple idea to make storage more efficient soon turned into a full-fledged brand dedicated to offering aesthetically pleasing, smart storage solutions tailored for Indian homes. Today, Homestrap has empowered over four million customers, providing practical and stylish organisation solutions that seamlessly blend function with design.

Innovating Storage For The Indian Household

India’s home organisation market remains largely unstructured, with traditional storage options often lacking durability, efficiency, and visual appeal. Homestrap addresses this by designing products that cater specifically to the needs of Indian consumers, considering factors like humid weather, dusty environments, and fabric diversity.

The brand’s extensive product range includes stackers for clothes, saree covers, moisture absorbers, functional organisers, and foldable storage boxes. Among its bestsellers, the patented Clothes Stacker helps optimise wardrobe space, while the Saree Cover ensures delicate fabrics stay protected from dust and moisture. 

The Moisture Absorber has become a staple in Indian homes, tackling dampness and preserving stored items, and the Foldable Storage Box provides a sturdy yet space-saving solution for everyday storage needs. Homestrap’s premium Gulmohar Collection brings a touch of elegance to organisation, offering stylish yet functional organisers perfect for wedding trousseaus and daily essentials.

Scaling Up Through Omnichannel Expansion

From an online-first model, Homestrap has successfully expanded into an omnichannel retail strategy, ensuring its products are easily accessible across platforms. The brand has built a strong presence on major marketplaces like Amazon and Flipkart, catering to urban and semi-urban customers alike. Quick commerce platforms such as Zepto, Blinkit, and Swiggy Instamart have further accelerated its growth by addressing immediate customer needs through instant delivery.

The brand’s market positioning has been further strengthened by its appearance on Shark Tank India Season 2, where it secured equity and debt funding from Anupam Mittal. 

Homestrap’s revenue for FY24 reached INR 29.73 Cr, marking a 49% increase from the previous fiscal year. With a strong demand for home organisation solutions, the D2C brand expects to reach INR 50 Cr in FY25 and aims to cross INR 80 Cr by 2026. The brand is focused on expanding its retail footprint, growing its quick commerce presence, and introducing new product lines that cater to evolving consumer needs.

[Authored By Anirudh Trivedi]

The post Can Homestrap Become The IKEA Of Smart Storage Solutions In India? appeared first on Inc42 Media.

For Priyanka Nawani, makeup was never just about enhancing appearances — it was a form of self-expression and empowerment. As a professional makeup artist, she understood the power of high-quality beauty products but realised that most affordable cosmetic options in India suffered from severe quality issues, while premium brands remained out of reach for many consumers. 

This growing disparity in the beauty industry inspired her to team up with Mohit Pardasani to create Flicka Cosmetics, a brand that merges luxury and affordability without compromise.

Catering To An Underserved Market With Quality And Affordability

Founded in 2017, Flicka Cosmetics set out to revolutionise the Indian beauty market with high-performance, vegan, cruelty-free, and FDA-certified makeup. Today, the brand has carved a niche for itself in India’s beauty industry, catering to the country’s burgeoning middle class and filling the void left by expensive global brands.

Flicka Cosmetics recognised a critical gap in India’s $33 Bn beauty and personal care market. While global players dominated the premium segment, consumers in Tier 2 and Tier 3 cities struggled to find high-quality makeup at reasonable prices. With over 500 retail counters nationwide, Flicka focussed on creating products designed specifically for Indian skin tones and climate conditions, offering formulations that were lead-free, sulphate-free, and paraben-free.

Its flagship products, including the Silk Touch Primer & Moisturiser, The Base Story Foundation, and Flawless Femme HD Foundation, quickly became customer favorites, with multiple sold-out cycles and pre-bookings. The brand also prioritises consumer education, helping users make informed choices about the ingredients in their makeup and avoid harmful chemicals.

Accelerating Growth With A Multi-Channel Retail Strategy

2024 proved to be a landmark year for Flicka Cosmetics, marked by an 80% growth in overall revenue. The brand leveraged quick commerce and scaled its presence on Nykaa, one of India’s largest beauty platforms. This expansion, combined with Flicka’s entry into three new Indian states, reinforced its mission to serve a wider audience. 

The D2C brand’s revenue grew from INR 9.45 Cr in FY23 to INR 10.95 Cr in FY24, fuelled by an expanding customer base, better brand recognition, and deeper penetration into the Indian beauty market. With plans to reach INR 24 Cr in FY25, Flicka is setting the stage for rapid scaling through new product launches, strategic market expansion, and deeper engagement with consumers.

The brand is working on an aggressive growth strategy to achieve INR 100 Cr in revenue within the next two years. Expanding its quick commerce presence for faster deliveries and better accessibility remains a key focus, along with scaling up on major marketplaces. Flicka is also strengthening its retail footprint across 1000 offline stores in the next phase of growth while innovating with new product categories based on evolving beauty trends.

[Authored By Anirudh Trivedi]

The post Can Flicka Cosmetics Take On SUGAR And Lakmé With Its Affordable Premium Makeup? appeared first on Inc42 Media.

An FMCG and retail industry professional and an IIM-Calcutta alumnus who started his corporate journey from Hyderabad, Lokesh Krishnan’s obsession for the tantalising aroma of traditional biriyani is like none other.  

Interestingly, this is where he found his sweet spot, as he realised it was a daunting task to find a freshly made plate of dum-cooked biryani. This was when Krishnan realised that he could fill this gap by launching Potful, a unique foodtech startup that serves biryanis made fresh-on-order in clay pots using a dum-cooking style. 

Delivered Fresh Across India

The biriyani market is largely fragmented with unbranded players ruling the roost, unlike other QSR segments that are dominated by top names. Potful tapped into this opportunity by offering a wide array of regional-style biriyanis such as Hyderabadi, Lucknowi, Kolkata, Bengaluru Donne, and Ambur. 

Potful’s cloud kitchen model allows it to maintain flexibility, scalability, and capital efficiency without compromising on the quality and flavours of India’s most ordered dish on quick food delivery platforms. The brand also uses a de-skilled cooking process that helps it maintain consistency in taste across locations. 

The D2C brand works in partnership with quick food delivery platforms like Zomato and Swiggy while also managing one’s deliveries through its website and application. 

Serving The South Spices Up Revenue 

Potful has emerged as South India’s largest handi biryani brand with 27 cloud kitchens across Bengaluru, Hyderabad, and Chennai. With a strong focus on maintaining consistency in taste, the D2C brand has been able to keep up a 51% repeat rate, an average order value of INR 700, and an average customer rating of 4.4. 

For the financial year 2023-2024 (FY24), Potful recorded a revenue of INR 41.4 Cr, a slight rise from INR 35 Cr a year back. The startup’s existing stores have seen a more than 45% increase.

In FY25, the brand expects to boost its revenue by nearly to cross INR 67.63 Cr. The D2C brand aims to turn profitable while also reaching the milestone of INR 100 Cr in revenues by the next fiscal.

In the longer run, the D2C brand wants to expand its reach to over 100 kitchens across eight cities in the country, as it takes the revenue to INR 433 Cr.

[Authored By Anirudh Trivedi]

The post How Potful Is Spicing Up India’s Biryani Market With Regional Flavours appeared first on Inc42 Media.

Quick commerce is a rapidly growing sector within the consumer market. Initially focussed on delivering daily essentials to doorsteps, it is now evolving to influence consumer behaviour by offering a wide range of products, beyond just groceries, with extremely short delivery times.

This shift has not only transformed the nature of quick commerce but has also pushed established players like Zepto, Swiggy Instamart, and Zomato’s Blinkit to broaden their offerings. These companies are now venturing into electronics, clothing, and footwear, while also launching platforms for quick food delivery.

Notably, the three giants together reported over $1 Bn in revenue in FY24 while a report estimates that the quick commerce industry in India has seen a sales surge of 280% in the last two years.

Such has been its sudden rise that many project quick commerce platforms to eventually eat into the market share of traditional ecommerce platforms. 

Fearful of missing this opportunity, Flipkart has already entered the burgeoning space with “Minutes” and Amazon has begun piloting its quick commerce offerings under a new label called Amazon Now. 

In addition to established ecommerce brands, a wave of new startups and conglomerates has entered the market, eager to replicate this success and claim their share of the quick commerce space. 

While Nykaa and Myntra have been experimenting with this for apparel deliveries, Swish wants to utilise the model to bring piping hot quick-to-prepare dishes to users within “10 minutes”. And this is just the tip of the iceberg as many new players in the ecosystem are now looking to emulate the growth trajectory of the “Trinity”.

As a new wave of quick commerce players and adopters continue to spawn, we thought of curating a list of companies planning to ace the “10-minute” delivery game in the country. Without further ado, here’s a look at the Indian quick commerce landscape outside of the Blinkit, Instamart and Zepto universe. 

Editor’s Note: This is neither an exhaustive list nor a ranking of any kind. We have listed the startups alphabetically.

Meet India’s New Quick Commerce Brigade 

1. Amazon Now

In February 2025, Amazon India rolled out its 10-minute delivery service, Amazon Now, in some select pincodes of Bengaluru, with plans to scale the offering by April 2025, after it gains a portion of market share via delivering grocery and daily essentials.

Relatively speaking, the ecommerce giant has been slow to jump on the quick commerce bandwagon.While the company has been experimenting with its 10-minute deliveries since December, it is yet to go for an all India expansion.

Amazon’s entry into this sector came much later after Flipkart became comfortable with its own offering called Minutes last year. Both the ecommerce giants are in the chase of market leaders Blinkit, Zepto, Swiggy Instamart, in the 10-minute delivery arena.

Meanwhile, the company has been silently expanding its groceries delivery business, perhaps the hottest products available on quick commerce platforms. Amazon Fresh is now present in 170 Indian cities, including Ambala, Aurangabad, Hoshiarpur, Dharwad, and Una. 

2. BigBasket BBnow

Tata’s BigBasket is arguably one of the biggest competitors to the three incumbents in the Indian quick commerce arena. Having already experimented with 30-minute deliveries for some products for the past few years, BigBasket, as a natural extension, became a full-scale quick commerce platform earlier in 2021. 

BigBasket’s quick commerce strategy will see the deployment of 500-600 dark stores nationwide, which will work alongside its 56-60 large warehouses. It plans to link clusters of dark stores with these warehouses to streamline the delivery of both popular grocery items and non-grocery products. 

As per reports, BigBasket has set its eyes on generating $1 Bn out of its projected $1.5 Bn sales for the ongoing financial year 2024-25 (FY25) through the quick commerce vertical. 

3. Blinkit Bistro

As the trend of 10-minute food delivery, or quick bites, picks pace in India, Zomato-owned Blinkit entered the space with a separate app, Bistro.The Albinder Dhindsa-led company spun off a new app, called Bistro, in December 2024 in its pilot phase and catering to select pincodes in Gurugram, Blinkit’s Bistro delivers meals, snacks, and beverages like tea and coffee in up to 15 minutes.

Notably, Bistro’s launch came just days after Zepto also launched a separate Zepto Cafe app to deliver beverages and snacks within 10 minutes. While Zepto’s Cafe has expanded into multiple parts of the country, Bistro still seemingly operates in Gurugram. Meanwhile, Blinkit parent Zomato launched a separate 10-minute food delivery platform, Zomato Quick, in January.

4. Blitz

Founded in 2020 by Gaurav Piyush, Mayank Varshney and Yash Sharma, Blitz is a quick commerce focussed logistics startup that provides ecommerce sellers across India integrated fulfillment centers and shipping and delivery partners to achieve quick deliveries. 

Its offerings stack includes 1 hour deliveries made in a five kilometer radius, same day deliveries in 500 pin codes and next-day deliveries in 800 pin codes across the country. 

While the startup’s services are currently active in 10 cities in India, including  Bengaluru, Delhi-NCR, Mumbai, Hyderabad, it is planning to expand its dark store network to the top 20 Indian cities.

The startup has raised around $9 Mn since its inception from investors such as IvyCap Ventures, IndiaQuotient and Alteria capital and angel investors including Ramesh Bafna of Zepto, Bestseller CEO Vinit Gautam, Amitabh Suri CEO Arvind fashion.

5. Blip

For people looking to get quick wardrobe fixes, the days of waiting for days to get their clothes delivered or going to the market physically seem to be coming to an end. This is because startups like Blip are now introducing fashion to quick commerce. 

Born out of serial entrepreneurs Ansh Agarwal and Sarvesh Kedia to make fashion quick commerce a reality, Blip has been delivering clothes in 30 minutes in Mumbai. It was founded in 2024 after a brief pilot phase.

Since then, Blip has onboarded brands like United Colors of Benetton (UCB), Tommy Hilfiger, Celio, Park Avenue, Pepe Jeans, AND, Global Desi, among others. Moving forward, the Bengaluru-based startup plans to open offline showrooms for mid to large-scale apparel D2C brands, positioning itself as the “Shopify for offline retail”.

6. FirstClub

Founded by former Cleartrip’s chief executive Ayyappan R, FirstClub aims to create a truly omnichannel retail brand, combining the speed of quick commerce with an immersive experience of offline stores.

While the platform is yet to be launched, it will begin its quick commerce operations by initially delivering daily essentials like fruits, vegetables, groceries, dairy, and health products in a timeline of 20 to 30 minutes. Gradually, it will expand into categories like beauty, fashion, home, and more.

The startup secured $8 Mn as a part of its seed funding round co-led by Accel and RTP Global, in December 2024.

7. Flipkart Minutes

In what has been touted as Flipkart’s biggest bet in years, the ecommerce major entered the quick commerce territory with Minutes in 2024. After piloting the service in parts of Bengaluru, in August 2024. Subsequently, the company expanded its quick commerce offerings to Delhi NCR.

As of now, Flipkart Minutes delivers daily essentials like groceries, fruits, vegetables to mobiles and electronics to its users in Mumbai, Delhi and Bengaluru.

While the adoption of the vertical by the ecommerce major has been gradual, it is planning to double down on 10-minute deliveries in the near future. As per reports, Flipkart is working on expanding its quick commerce segment by launching 500-550 dark stores before its Big Billion Days sale in 2025.

Further, as it gains more market share, Minutes is also planning to start delivery of medicines within 10 minutes by partnering with local pharmacists.

8. JioMart

Reliance Retail-owned JioMart has also made a comeback in the quick commerce arena by piloting instant delivery of groceries and fast-moving consumer goods (FMCG) in some parts of Mumbai and Navi Mumbai.

The service went live on the JioMart app under the ‘hyperlocal delivery’ section and is said to deliver orders within an hour in the initial stages. 

The retailer, however, plans to reduce the delivery time between 30 and 45 minutes during the later stages, while also expanding its product categories to include apparel and electronic items.

JioMart will bank on Reliance Retail’s network of over 18,000 stores across the country to fulfil its orders.

Reliance Retail previously operated its quick commerce venture under a pilot called JioMart Express, which was shut down in early 2023.

9. magicNOW 

Having experimented with state-backed ONDC for some time now, hyperlocal delivery platform Magicpin, too, took the quick commerce plunge in December last year with the launch of magicNOW, a 15-minute food delivery service.

Taking on the might of Blinkit, Swiggy and Zepto, Magicpin appears to have been experimenting with quick delivery for some time now. Before the full rollout in December, the Delhi NCR-based startup claims to have completed 75,000 deliveries during its pilot in select localities of Delhi NCR and Bengaluru. 

Operating within a 1.5km to 2 km delivery radius, magicNOW directly partners with restaurants to offer freshly cooked food to its customers. It has partnered with over 2,000 QSR brands including Chaayos, Faasos, Wendy’s, Burger King, McDonald’s, Taco Bell and more than 1,000 local restaurants.

The new service will be powered by Magicpin’s Velocity service, which aggregates third-party logistics providers, including Shadowfax, Dunzo, Rapido, Porter, Ola, and Zypp. 

It plans to expand to Chennai, Hyderabad, Mumbai and Pune in the near future. 

10. M-Now

2024 was all about Flipkart-owned Myntra’s experiments with quick delivery. It became one of the first fashion and lifestyle ecommerce platforms in India to jump onto the quick commerce bandwagon last year. 

Even though Blinkit, Zepto and Swiggy have added fashion SKUs in the past few years, Myntra is the first dedicated player in this space. In September, the ecommerce major piloted a four-hour delivery service in some parts of Bengaluru and Delhi.

Following the experiment, the company, in November 2024, began rolling out its “M-Now” offering, which offers a 30-minute to 2-hour delivery feature in some parts of Bengaluru. 

Notably, an internal assessment conducted by the company also showed a significant increase in consumers’ propensity to complete purchases when offered shorter delivery times. Earlier, Myntra’s ‘M-Express’ service delivered orders in a 24 to 48-hour window to select cities.

11. Nykaa

Listed beauty marketplace Nykaa, too, has been experimenting with a quick commerce pilot in the financial capital of the country. 

In October 2024, Nykaa launched a 10-minute delivery pilot in select parts of Mumbai, covering 5% of its SKU base. While there is no explicit comment by the BPC major on its quick commerce foray, it has been working on improving its delivery timelines over the past few quarters. 

However, brokerages expect Nykaa to witness higher fulfilment costs due to its ambition of fast deliveries, adversely impacting its EBITDA margin. 

12. Ola Food Delivery

To cash in on the 10-minute food delivery segment, Bhavish Aggarwal-led Ola Consumer began piloting quick food deliveries in some parts of Bengaluru in December last year. 

The offering, which was rolled out on the native Ola Cabs app, claims to deliver food items from various restaurants within 10 minutes. This marks yet another attempt from the company to disrupt the food delivery segment via Open Network For Digital Commerce (ONDC).

Previously, the company ventured into quick commerce under the label Ola Dash in 2015. However, Ola pulled the shutters down on Dash in mid-2022 to channel its focus on its electric vehicles and mobility businesses.

13. Ola Grocery Delivery

A week after Ola Consumer began piloting quick food deliveries in December 2024, the Bhavish Aggarwal-led company also rolled out a 10-minute grocery delivery service in select pin codes in Bengaluru.

The launch officially marked Ola Consumer’s foray into the quick commerce segment even though the mobility major has been experimenting with grocery deliveries on ONDC for some time now. 

Via this new offering, Ola will deliver grocery and kitchen staples such as fresh fruits, vegetables, and dairy items, along with home care and personal care products, to customers in select parts of Bengaluru.

14. Slikk

Slikk is one of the newest entrants in the quick commerce space, having been founded in August 2024 by Akshay Gulati, Om Swami and Bipin Singh. Earlier this year, it raised INR 2.5 Cr in a pre-seed round led by Better Capital, with additional participation from Untitled Ventures.

The fashion ecommerce platform claims to deliver branded apparel items within 60 minutes in select locations of Bengaluru and claims to be catering to about 100 users per day. 

The startup claims to have implemented algorithms and machine learning to gauge customer preferences and shopping behaviours to personalise its app. 

In March, Slikk raised $3.2 Mn in a seed funding round led by Lightspeed to expand its operations, making 80% of Bengaluru’s pincodes serviceable through multiple dark stores.

15. Snabbit

Founded by Zepto’s former chief of staff Agarwal in 2024, Snabbit is a quick service platform that offers domestic services such as general cleaning, laundry and similar others on demand within 10 minutes.

Agarwal said that users can book slots from three days in advance to claim a service to a last moment reservation that would be available at a notice of 10 minutes. The application has more than 10K downloads on Google Play Store, as of March 2025.

The Mumbai-based platform has secured $6.5 Mn since its inception. It is backed by Elevation Capital, Nexus Venture Partners, along with a host of angel investors, including Meesho cofounders Vidit Aatrey and Sanjeev Barnwal;  Unacademy cofounder Gaurav Munjal and Spinny’s founder Niraj Singh.

16. Swiggy SNACC

Amid the increasing cut-throat in the quick commerce arena, Swiggy launched a new 15-minute food delivery app on January 8. Called SNACC, the app currently delivers to only a select few places in Bengaluru.

The platform offers quick delivery of various food options, including “homestyle meals”, meal bowls, beverages and quick bites to its users.

It is pertinent to note that in September 2024, the foodtech major experimented with the ‘Cafe’ option to deliver snacks and beverages in 15 minutes. However, instead of launching a separate application, this option was integrated into Swiggy’s food delivery app.

Furthermore, Swiggy has also launched a new service, Swiggy Bolt, to deliver quick-to-prepare dishes in 10 minutes from popular restaurants and QSR chains within a two-kilometre radius of consumers.

17. Swish

Founded in August 2024 by Aniket Shah, Ujjwal Sukheja and Saran S, Swish offers 10-minute food delivery services in select parts of Bengaluru. The startup delivers a range of fast food offerings in just 10 to 15 minutes via its application. 

Swish operates as a vertically integrated startup that controls all aspects of operations in-house, including food preparation, delivery and supply chain. While it currently operates just one cloud kitchen, it caters to nearly 150-200 orders daily, with an average order value in the range of INR 250 to INR 300. 

In the near future, it plans to set up 45 cloud kitchens to cater to the “most high-demand areas of Bengaluru”, and expand outside the startup hub in due course of time.

18. WAAYU

Founded in 2022 by childhood friends Mandar Lande and Anirudha Kotgire, WAAYU is a quick food delivery platform, which claims to serve fast and nutritious food to customers. 

Taking a different route than established giants in the space, WAAYU is looking to make a dent in the quick food delivery space with its zero-commission fee model. Unlike its rivals, WAAYU operates on a subscription model, which is designed to be affordable and easily accessible for restaurants. 

It charges a one-time setup fee of INR 4,650 and a monthly subscription fee of INR 1,200 from individual restaurants, freeing them from giving commissions on every order. For deliveries, it partners with third-party logistics platforms for last-mile operations. 

On the B2C side, it claims to have achieved 25,000+ app downloads and was able to acquire 1-1.5 Lakh users on its app till September 2024. Afterwards, it joined the ONDC as a seller app and, as a result, the number of users on its platform grew 10 Lakh. 

On the financial front, the startup reported a revenue of INR 75 Lakh+ in FY24 and is looking to generate around INR 2 Cr in FY25, as per the cofounder.

19. Zing

Quick commerce has revolutionised how Indians shop online. With 10-minute deliveries becoming a norm, Indian foodtech startups are leaving no stone unturned to capitalise on customers’ growing penchant for fast deliveries. 

While there is no dearth of deep-pocketed rivals in the space, the competition has not stopped new startups from entering the fray and Zing is the latest player in the game. Founded in 2024 by Tarun Arora and Rachit Sahi, Zing offers 10-minute food deliveries.

Its unique selling proposition lies in delivering freshly made meals while its competitors are focussing more on ready-to-cook food items, its founders claim. What also sets Zing apart is that it does not partner with third-party restaurants and has set up its own cloud kitchens. 

The hyperlocal cloud kitchen startup claims to handle over 100 orders daily, with an average order value of INR 220. 

Going forward, the startup has set its eyes on scaling up its operations to 100 kitchens in the next one year and entering Bengaluru and other cities in the Delhi NCR. Alongside, it also plans to work on turning its initial four to five kitchens profitable by 2026. 

Last updated: March 28, 2025

The post 19 Quick Commerce Newcomers Aiming To Replicate Blinkit, Zepto Formula appeared first on Inc42 Media.

India’s coffee culture is thriving. With a $500 Mn industry brewing fast, it’s no surprise that coffee lovers are seeking better brews. While giants like Nestlé, HUL, and Tata dominate the instant coffee market, true connoisseurs often struggle to find their preferred cup. 

The gap became even more evident during the Covid-19 lockdowns when limited choices and poor-quality brews left many craving better options. To bridge this gap, Abhinav Mathur and a group of coffee enthusiasts launched Something’s Brewing in 2020, a D2C marketplace dedicated to all things coffee. 

As new-age D2C brands like SLAY Coffee, Third Wave Coffee, First Coffee, Rage Coffee, and Blue Tokai gain traction, India is shifting towards premium, artisanal, and home-brewed coffee experiences. Something’s Brewing makes home brewing easier with premium coffee gear and high-quality brews.

Crafting Fresh Brews 

Unlike instant coffee brands, Something’s Brewing chose to educate the consumer through YouTube videos, blogs, and product guides while fostering community engagement through events and workshops. As home brewing remains a new concept in India, it aims to bridge the knowledge gap with a curated marketplace featuring top coffee brands and equipment.

The startup is a vertical marketplace, offering a wide variety of brews, dry coffee, coffee equipment, including fully automatic and semi-automatic machines, manual brewers, grinders, and related gear for brewing at home. Its flagship product Budan One Touch Coffee Machine can brew using both coffee pods and ground coffee, creating everything from a rich espresso to a frothy cappuccino.

Double Shot On Retail

Something’s Brewing saw its revenue reach INR 7.9 Cr in the financial year 2023-24 (FY24) from INR 6.7 Cr a year back, scaling over 60%. It also expanded its retail presence by launching its second store in Surat, which reached operational break-even within two months. One of the key milestones for the brand in community engagement was hosting the Mumbai Coffee Festival in collaboration with Reliance Jio World, which attracted nearly 25,000 enthusiasts. The brand has so far served 12,000+ users and has sold more than 25,000 products.

A Peek Into The Next Pour 

The D2C brand aims to double its growth from the previous year and looks to hit INR 25 Cr in revenue by FY25.

Something’s Brewing plans 20 experience centres across top metro cities, offering a premium coffee brewing experience. A range of IoT-enabled Budan Brewers, operated through an app with features like recipe storage and sharing, is also on the cards. 

For its long-term vision, the brand aims to achieve INR 100 Cr in revenue and build a 100K strong community over the next 4-5 years.

[Authored By Pooja Yadav]

The post How Something’s Brewing Is Disrupting India’s $500 Mn Coffee Industry With Specialty Brews appeared first on Inc42 Media.

In India, where daily puja is a household ritual, it’s surprising that the market for essentials like cotton wicks, camphor, and puja oil has remained unorganised for decades. 

While some brands in the incense space have maintained quality standards, others have struggled due to factors like poor packaging, inconsistent quality, and lack of hygiene.

Sridhar Joshi, Prashant Kulkarni, and Srikant Joshi, the cofounders of OM Bhakti, personally experienced this gap. Being deeply religious, they were disappointed with the declining quality and hygiene of traditional puja samagri, particularly cotton wicks. 

To solve this challenge, they decided to launch OM Bhakti in 2012, a D2C brand that offers high-quality, traditionally handcrafted puja products. However, the startup became fully operational only in April 2016.

Om Bhakti’s Product Stack

OM Bhakti is a Puja Samagri brand dedicated to bringing quality and consistency to an otherwise unorganised market. 

It offers certified, high-quality products like cotton wicks, puja oil, and camphor, ensuring purity and hygiene.

The brand stands out with innovative offerings like cotton long batti, which provides 12-hour lighting, and ghee cotton batti, pre-soaked in pure cow ghee for a hassle-free puja preparation.

Unlike traditionally loose-packed puja items, OM Bhakti prioritises tamper-proof, hygienic packaging to maintain freshness and authenticity. 

By making essential products easily accessible through modern retail, ecommerce platforms, and local stores, the brand enhances convenience and reliability in puja rituals. Its product range also includes puja decorations, torans, and door hangings, catering to all puja needs in one place.

From Kirana Stores To Global Markets

The D2C startup enjoys its presence both online and offline. It is currently available on marketplaces like Zepto, Amazon, BigBasket, and Flipkart, as well as modern retail chains and stand-alone supermarkets (SAMT) to drive strong consumer traction. It also enjoys a presence in the US via amazon.com.

The brand’s revenue saw a slight increase from INR 7.27 Cr in FY23 to INR 8.48 Cr in FY24. Interestingly, following the launch of 12 new products in February 2024, the brand achieved an INR 2 Cr sales milestone in October 2024. 

The Bengaluru-based startup aims to close FY25 with INR 13.5 Cr in revenue, reflecting a 59.3% growth from FY24, and is targeting INR 100 Cr by 2027.

It also plans to scale its rural women workforce from 300 to 2,000 while forging partnerships with major temples to tap into India’s INR 4,000 Cr temple economy initiative.

[Authored By Pooja Yadav]

The post How OM Bhakti Is Blending Heritage & Modern Retail To Reshape Puja Essentials appeared first on Inc42 Media.

After serving Fortis Healthcare for over a decade, leading cross-functional roles in operations, ERP implementation, processes, data management, and pricing, Harshit Vij decided to channel his entrepreneurial dream towards a problem that long-awaited a solution – the lack of premium-yet-accessible innerwear in India. 

He noticed that underwear or innerwear was often treated as an afterthought in India, despite being an essential part of everyday comfort. Driven by the vision to redefine innerwear as a necessity, he planned to float FREECULTR. 

Founded in 2020, the D2C innerwear brand offers high-quality, sustainable, and ultra-soft innerwear designed for both men and women. The startup competes with the likes of reputed marques like Jockey.

The Inside Story 

FREECULTR has tackled some of the most overlooked issues in regular innerwear, redefining comfort with precision, innovation, and sustainability. The brand ensures durability with a precise stitch count per inch, an ultra-soft waistband for all-day ease, and fabric that’s softer than conventional cotton, providing an unmatched experience.

With its breathable fabrics, meticulous stitching, and long-lasting durability, the Delhi-based startup has set a new benchmark for premium innerwear. A key USP of the brand is its use of bamboo and organic cotton blends, which provide antibacterial, moisture-wicking, and ultra-soft properties, enhancing everyday comfort for the modern consumer.

Its portfolio includes a premium range of men’s and women’s innerwear, socks, and bandanas – all crafted from breathable fabrics for superior comfort and sustainability.

Betting Big On SKUs

The D2C brand’s revenue jumped to INR 18.6 Cr in the financial year 2023-24 (FY24) from INR 13 Cr a year back.

A significant achievement for the brand was crossing the 10 Lakh customer mark in 2024. Since its inception, it has sold over 15 Lakh products, with the majority of its users being former Jockey customers, according to the founder.

FREECULTR has expanded its portfolio to over 9,000 SKUs, addressing the growing demand for premium, sustainable innerwear. It has also attracted substantial investor interest, raising over $7 Mn in funding from investors such as Sixth Sense Ventures, Aman Gupta, Chaitanya Ramalingegowda, and Manish Vij. 

It claims to be among the top five new-age innerwear brands on marketplaces like Amazon and Flipkart, with many of its best-selling products earning the coveted ‘Amazon’s Choice’ and ‘Best Seller’ badges. To ensure faster deliveries, it operates multiple warehouses across the country.

The Journey Ahead

The brand expects to achieve a revenue of INR 40 Cr in FY25. It aims to expand into offline retail in FY26 while also focusing on global growth. The brand is selling in the UAE and has conducted a small trial in the US. By 2026, it plans to scale its presence in international markets while also firming up its offline footprint in India.

[Authored By Pooja Yadav]

The post Can FREECULTR Outpace Jockey In India’s Fast-Growing Innerwear Segment? appeared first on Inc42 Media.

The Indian home décor market is undergoing a transformation as consumers seek pieces that reflect their personality, artistic values, and modern lifestyles. However, high-quality artistic décor often comes at a steep price, making it inaccessible to many. 

Recognising this gap, Aditya Agarwal and Aanchal Agarwal, two siblings from Gurugram, founded The Artment in 2019 with the vision of bringing globally inspired, design-forward décor to Indian homes at affordable prices.

Bridging The Gap Between Art & Everyday Living

The Artment is more than just a home décor brand; it is a movement that integrates artistic expression with functionality, offering a range of premium décor and furniture that allows customers to create aesthetically pleasing spaces. 

Unlike mass-produced décor, The Artment curates and designs pieces inspired by global artists, ensuring that each product has a unique, artistic essence while being manufactured in India. This not only supports local craftsmanship but also makes artistic décor more accessible and scalable to international markets.

The brand has positioned itself as a sustainable alternative to traditional décor brands by prioritising eco-friendly production practices. By offering premium designs at mid-premium pricing, The Artment has successfully bridged the affordability gap in the artistic home décor segment. 

The brand operates primarily through a strong online presence, selling directly to customers via its website and major ecommerce platforms like Amazon, Flipkart, and Myntra. Additionally, its partnership with Taj Khazana, a premium retail initiative by Taj Hotels, has enabled The Artment to establish itself in the luxury offline market.

Rapid Growth & Market Expansion

The Artment’s revenue surged 200% from INR 6 Cr in FY23 to INR 18 Cr in FY24. A major driver of this growth has been its quick commerce strategy, which saw its monthly recurring revenue (MRR) from Blinkit cross INR 1 Cr, while its total MRR increased to INR 3.5 Cr in 2024. The D2C brand has already surpassed INR 25 Cr in revenue by early CY25 and is on track to achieve its FY25 revenue target of INR 32 Cr.

The brand has also expanded its product offerings, with flagship pieces like the Vista Frame Floor Mirror, SlimeLine Shoe Rack, and Stone Mat becoming bestsellers. These products have positioned The Artment as a serious player in the design-centric home décor market, offering an alternative to generic, mass-produced furniture.

With an ambitious roadmap ahead, The Artment plans to establish ‘Ombre’ as a leading artistic furniture sub-brand by 2026, further strengthening its foothold in the premium décor segment. The brand is also working to double down on quick commerce expansion, launching new category-specific products tailored for instant delivery platforms. Additionally, the opening of its first exclusive brand outlet (EBO) will mark its official entry into offline retail, helping it tap into the premium home décor and interior design market.

To further solidify its position in the industry, The Artment is actively building strong partnerships with interior designers and architects, ensuring that its artistic and design-forward approach reaches larger audiences.

[Authored By Anirudh Trivedi]

The post How The Artment Is Making Luxury Décor Affordable For India’s Style-Conscious Consumers appeared first on Inc42 Media.

The good old way to the heart through the stomach has just got smarter. From refrigerators, air fryers, pressure cookers and pan stirrers to blenders, storage systems, smoke detectors and soap dispensers – smart makes a rightful association with most kitchen appliances. But, there’s a lot beyond the machines that can make the kitchen itself smarter. 

Beyond Appliances scored the brownie point by jumping into the white spaces left between the smart devices. As artificial intelligence makes a natural progression into our lives and disrupts every corner of our homes – from bedrooms to studies and dinner tables to washrooms – our kitchens cannot be left out of the disruption. 

“Disconnect from the world; reconnect with yourself,” suggests the landing page of the Bengaluru-based startup’s website, as it aims to integrate AI with everyday functionality to reimagine home cooking. “We build solutions that can cook dosas, burgers, sandwiches, Asian cuisine, Indian gravies, biryanis – you name it,” said Eshwar K Vikas, as he explained how AI can transform the kitchen into a treasure house of gastronomic fantasies. 

As India’s smart home market grows 30% a year to reach $19.31 Bn in the next five years, the country’s smart kitchen appliances market, too, grows in sync, driving home a revenue of $1,060.4 Mn in 2022 and staying the course to fetch $4,848.8 Mn by 2030, when the country aims to be a $10 Tn developed economy. 

“We had access to strong technology. We developed innovative food bots and became an end-to-end solution provider in the kitchen robotics space with in-house R&D, a manufacturing facility, and a global service network,” said Vikas, who took a leaf out of his journey with food robotics startup Mukunda Foods and cofounded Beyond Appliances in August 2024 with his colleague Rakesh Patil. 

After successful deployment of robotic innovations of Mukunda Foods in more than 25,000 restaurants across India, he planned to enter the household kitchens. Vikas’s brainchild soon spun into a standalone venture as Beyond Appliances and raised $2 Mn in a seed round, led by Fireside Ventures, with participation from Dharana Capital and a bunch of prominent angel investors. 

Beyond Appliances has sold over 1,500 chimneys and hobtops so far through its own website, on ecommerce sites like Amazon and Flipkart, and from select retail stores across Bengaluru.

The Birth Of The Idea

The founders were seasoned in running the B2B business at Mukunda Foods and making the robotics foods startup an INR 50 Cr brand. “But, it never really occurred to us to launch another brand or tap into the consumer space,” said Vikas.

The idea took its birth when Mukunda Foods cofounders Vikas and Sudeep Sabat were scaling their business and raising capital. That’s when the investment community and even the company’s board started pushing them to explore the consumer space and build products for households.

“We took a step back to assess the real scope of AI in the Indian kitchen. Will something like this even work? And in what shape or form?” Vikas told Inc42.

They started visiting homes, observing kitchens, and trying to understand consumer behaviour. They realised that the entire home has been disrupted by technology, but the kitchens have not changed much.

“While there were some brands that had smart kitchen appliances, and even some big brands were trying to bring in innovation, most of these were simply trading Chinese products in India and didn’t have proper R&D setup,” he said. 

“We had achieved what we wanted at Mukunda. Sudeep continued to stay with Mukunda while I took off to focus on Beyond.”

Beyond Appliances was a fledgling AI-powered smart kitchen startup under Mukunda as it took off with just two products in January 2024. Six months on, Vikas and Patil, who is still the CTO of Mukunda, decided to make it a standalone brand.

With Vikas’s experience in kitchen automation and Patil’s expertise in advanced engineering, Beyond Appliances was backed by a deep understanding of modifying household kitchens. Its focus is not just on building innovative products, but on creating solutions that address real, everyday kitchen challenges.

Beyond’s smart kitchen solutions are designed specifically for Indian homes, incorporating features like timer-controlled cooking in cooktops and hobs, and 3D suction in chimneys. “These aren’t just superficial add-ons – they are engineered to handle the practical realities of Indian cooking, from spice-laden dishes to usage across multiple generations,” Vikas claimed.

Bringing AI Into Indian Kitchens

Unlike traditional players like Bosch, Faber, Glen, or Prestige, which largely offer standard mechanical appliances, Beyond claims to offer a product lineup that blends AI, IoT, automation, and user-centric design. Another key differentiator is its ability to roll out software updates and ML model upgrades for the existing appliances. “It’s a unique feature in this category,” Vikas claimed.

It takes INR 9,000 to INR 15,000 to transform a traditional household kitchen into a smart kitchen without the need to invest in smart appliances, according to him. The company upgrades the existing gadgets to function on AI-powered instructions. 

While traditional brands rely on mass-market modular manufacturing, Beyond claims to build and refine its systems based on real-life kitchen usage data, drawn from Mukunda Foods and insights from a network of chefs and sensor-driven feedback.

The brand has six SKUs, packed with features tailored to Indian kitchens. Its smart cooktop, for instance, comes with a digital timer-controlled system, allowing the user to set timers for individual burners, just like a microwave oven. It also includes a Flame Failure Device (FFD), ensuring zero chances of gas leakage. 

Its Orion Android-powered Chimney comes with a 7-inch touchscreen, OTT and YouTube access, predictive maintenance alerts, and a 3D suction system. The Asteria Chimney combines smart utility with infotainment and offers a recipe screen, chef connect, dry heat auto-clean, and a high-powered motor for effective suction.

Another key product is the Dorado Hobtop, which features timer-controlled cooking, FFD on all burners, superior auto ignition, digital timers, and a convertible hobtop design that adapts to varying kitchen layouts.

The company has refined its features based on user feedback and real-life usage. One key innovation was the addition of 3D suction technology in chimneys. “European-style chimneys often underperform in spice-heavy Indian cooking. We redesigned the system to fix that, and it’s now a patented design,” he said.

“We have built a network of chefs and captured real-life cooking patterns. Our ML models are trained on sensor data, whistle counters, and more. All our chimneys are software upgradeable, so even older units can evolve – making Beyond Appliances less of a hardware brand and more of a tech platform.”

Beyond Appliances’ Elara chimney uses sound and sensor data to detect pressure cooker whistles. It features an intelligent whistle counter sensor, 1350 CMH suction power, a filterless design, Bluetooth connectivity, built-in FM radio, and auto shutdown.

“Dal and chole, for instance, have different whistle patterns. Our system is being trained to recognise these nuances and deliver contextual prompts. This makes the chimney a real-time cooking assistant,” said Vikas. Even without a smart cooktop, the AI chimney functions as a standalone smart guide through its intelligent sensors.

The Blueprint For Growth

Economic fundamentals are in favour of a smooth sail for Beyond Appliances. The country’s booming middle class, defined by households earning INR 5 Lakh to INR 30 Lakh annually, is expected to make up 60% of the population by 2047, according to media reports. 

By the time India turns 100, its per capita income is projected to surge to $26,000 — nearly 13 times higher than its 2023 level, according to a PwC report. “The cost of setting up a smart kitchen is well within the affordability of the average Indian household. The rapid growth in urbanisation, increasing access to education, and advancement of technology will only bolster the demand for solutions like this,” said Vikas. 

Beyond’s offerings, according to the founder, aim to solve challenges that most legacy brands have overlooked. One of the biggest gaps, he said, lies in manufacturing. “While most brands in the segment merely import and trade appliances from overseas, Beyond Appliances is pushing boundaries in how kitchen appliances are made in India.” 

The brand’s manufacturing unit in Bengaluru makes most of its products. The biggest challenge in front of the brand is imitability. “Despite holding the IP, protecting innovation is difficult in India. To protect against imitability, we will keep on bringing innovation and speed to market,” he said.

“We want to bring the smartphone model into the appliance world, where customers look forward to the next version of our products, just like an iPhone,” said the founder. To enable this, Beyond is working with Flipkart on an exchange model to drive recurring upgrades and build loyalty. The brand has also partnered with Urban Company to firm up its after-sales services and boost consumer confidence.

The company expects to close FY25 with INR 5–6 Cr revenue and is projecting a strong leap to INR 25 Cr in FY26. In the long term, the brand aims to hit INR 100 Cr in revenue in the next three years.

The company plans to launch six more SKUs in the next two months in the chimney, hob, and cooktop categories. In the hob and stove segment, the new models will feature methane sensors to detect gas leaks, enhancing kitchen safety. It also plans to go deep with its AI integration.

The company is focussing on innovation for safety, personalisation, and intelligent cooking assistance. The brand will introduce an AI-powered cooking assistant, an in-built AI Chef. “The goal is to build a Google Maps equivalent in cooking, where users receive real-time, intelligent prompts and corrections during the process. With AI-enabled cameras and sensors, the system will monitor the progress and guide users with precise suggestions.” The feature will be built on Beyond’s Chef Connect system. 

[Edited By Kumar Chatterjee]

The post How Mukunda Foods Founder’s New Venture Is Reimagining Indian Kitchens With AI appeared first on Inc42 Media.

When Prateek Sharma and Siddharth Jain set out to build a running shoe brand, they had no idea that their journey would take them in a completely different direction. During their early trials, they encountered a recurring problem — standard polyester socks caused blisters, odor, and discomfort when playing sports or engaging in high-impact activities. 

Rather than ignoring the issue, they decided to solve it for the masses, leading to the birth of Heelium in 2017, a D2C performance wear brand built around sustainable, high-quality materials.

Creating Performance-Driven, Sustainable Sportswear

Heelium specialises in bamboo-based performance wear, including socks, towels, and innerwear, offering an alternative to synthetic fabrics. The brand’s proprietary bamboo blends provide moisture-wicking, odor-resistance, and anti-bacterial properties, making them ideal for athletes and everyday consumers alike. Unlike traditional polyester-based sportswear, Heelium’s materials are more breathable, durable, and eco-friendly, ensuring both comfort and sustainability.

The D2C brand’s mission is twofold: enhancing performance through superior fabric technology while providing a greener alternative to mass-produced synthetic apparel. Its flagship products, including bamboo socks, bamboo Turkish towels, bamboo women’s innerwear, and acrylic woollen socks, have seen strong adoption across online marketplaces.

Scaling Growth Through Digital & Quick Commerce

Operating in India’s $15 Bn performance wear market, Heelium has rapidly scaled its presence through D2C and online marketplaces, selling its products via Amazon, Myntra, Ajio, and quick commerce platforms like Zepto and Swiggy Instamart. 

This digital-first approach has enabled the brand to reach a wider audience while maintaining strong unit economics. The brand’s ability to deliver high-performance, sustainable sportswear at competitive prices has helped it gain traction, especially among fitness enthusiasts and environmentally conscious consumers.

In 2024, Heelium expanded its manufacturing operations, doubling its factory space to accommodate growing demand. The D2C brand also saw a 51.5% increase in revenue, growing from INR 16.9 Cr in the financial year 2022-2023 (FY23) to INR 25.6 Cr in FY24. With a focus on continuous product innovation, Heelium has added bamboo handkerchiefs and additional athleisure offerings, further strengthening its portfolio.

Future Growth & Expansion Strategy

The D2C brand aims to close FY25 with INR 45 Cr in revenue, driven by increased demand, expanded product lines, and a stronger quick commerce presence. While the brand has primarily been an online player, it is now preparing for offline retail expansion by 2026, paving the way for an omnichannel presence.

Competing with global giants like Jockey and Decathlon, the brand’s long-term strategy revolves around scaling production, enhancing direct-to-consumer engagement, and leveraging technological advancements in fabric innovation. 

[Authored By Anirudh Trivedi]

The post Can Heelium Outpace Decathlon In India’s Fast-Growing Activewear Segment? appeared first on Inc42 Media.

India is the second-largest footwear manufacturer in the world, yet the mid-premium category has remained largely untapped, with mass-market brands priced below INR 1,000 and premium global labels dominating the above INR 5,000 range. 

This pricing gap and lack of stylish-yet-affordable options led Natwar Agrawal and Anuj Nevatia to launch Bacca Bucci in 2015. What started as a solution to a personal struggle for quality footwear at a fair price has now grown into a disruptive homegrown D2C brand, competing with the likes of Puma, RedTape, and Woodland.

Bridging The Footwear Gap With Quality & Affordability

Bacca Bucci has positioned itself as a mid-premium footwear brand, offering a diverse range of sneakers, boots, athleisure wear, and formal shoes. The brand’s USP lies in delivering high-quality craftsmanship at an accessible price point. Unlike many competitors relying on overseas sourcing, Bacca Bucci’s in-house manufacturing ensures better quality control, cost efficiency, and faster go-to-market capabilities.

With a catalogue of 3,500 SKUs, Bacca Bucci also goes beyond footwear, offering accessories like t-shirts, belts, and wallets, catering to a broader lifestyle segment. Sustainability remains a key focus, with eco-friendly, plastic-free packaging and responsible material sourcing.

Scaling Growth With Digital-First Strategies

Bacca Bucci has leveraged Amazon, Flipkart, and Myntra to fuel its expansion. The D2C brand utilises data-driven insights, exclusive collections, and targeted promotions to maximise visibility and customer engagement. By integrating with multiple fulfillment centers, Bacca Bucci ensures faster deliveries and better inventory management, a key advantage in a competitive ecommerce landscape. 

The brand saw a 60% growth in its D2C segment in 2024, contributing to an overall 30% increase in revenue.

Celebrity endorsements from Rannvijay Singha and Rohit Saraf, along with a strategic collaboration with Warner Bros. for a licensed sneaker collection, have propelled brand awareness and customer loyalty.

Milestones & The Road Ahead

Bacca Bucci has seen an impressive 42.6% revenue growth, jumping from INR 47 Cr in FY23 to INR 67 Cr in FY24. The brand also made significant strides in industry rankings, climbing from 41st place to 31st on the FAST42 list.

Bacca Bucci aims to achieve INR 95 Cr in revenue by FY25. By 2026, it plans to establish itself as a household name for quality footwear in India. Going ahead, the brand intends to expand its product range, set up physical retail stores, and explore international markets to strengthen its position in the D2C footwear industry.

[Authored By Pooja Yadav]

The post Can Bacca Bucci Take On Puma & RedTape In India’s Growing Sneaker Space? appeared first on Inc42 Media.

In India, most furniture available today is mass-produced and conventional in style, which hardly justifies the country’s high-margin $23 Bn market opportunity. Lack of customisation, overpriced products, and shortage of designs that align with the emerging trend of affordable luxury products nudged Sagar Shah to build a furniture brand that could bridge these gaps.  

He opted out of his family business and launched Torque in 2019 to transform the home and furnishing industry with precision-made, customisable pieces, tailored to individual preferences.

Designing Homes With Handcrafted Furniture

Unlike traditional furniture retailers that rely on intermediaries and standardised products, Torque allows buyers to customise their furniture to fit their space, preferences, and budget. The brand offers a wide range of sofas, chairs, beds, and dining sets, all of which can be tailored to individual requirements. Customers can select materials, finishes, and sizes, ensuring a truly personalised experience.

With manufacturing hubs in Mumbai, Bengaluru, Lucknow, and Hyderabad, the D2C brand brand employs over 150 skilled artisans and contract workers, empowering them with fair wages and skill development. This combination of skilled labor and technological innovation enables Torque to maintain competitive pricing and deliver custom furniture at a faster pace than industry norms.

Expanding Into Home Interiors

The year 2024 marked a strong phase of expansion for Torque. The brand not only strengthened its workforce but also launched a home interiors business pilot program in Mumbai, diversifying its portfolio beyond standalone furniture. This expansion came along with a revenue dip, Torque’s earnings declined INR 9.6 Cr in FY23 to INR 8.5 Cr in FY24.

Torque also continues to refine its omnichannel presence, selling through its official website as well as major online marketplaces like Amazon and Flipkart. This digital-first approach allows the brand to bypass traditional retail markups while reaching a wider audience. With an increasing customer base, Torque has now sold over 25,000 products and served more than 15,000 users nationwide.

Strategic Partnerships To Drive Growth

Torque is expanding its product range and refining its online presence as it taps into newer markets. The D2C brand has also created one of the largest units for sofas in India, which is expected to be operational by April 2025. 

The D2C brand is also likely to close its top line with 80% growth in revenue for the current financial year (FY25), raking in INR 15.30 Cr. For the long term, the D2C brand aims to become a well-known name in the global furniture industry with a clear focus on continuous innovation, new strategic partnerships, and doubling down on the customisable furniture segment.

[Authored By Anirudh Trivedi]

The post How Torque Is Disrupting India’s $23 Bn Furniture Industry With Custom-Made Designs appeared first on Inc42 Media.

India is the largest producer and consumer of milk and dairy products, with over 85% of Indian families relying on dairy as a staple. However, milk adulteration remains a widespread issue, posing serious risks to food safety and public health. Additionally, chemicals are often used to extend shelf life, and branded dairy products typically travel 500-1,000 km, meaning consumers often end up purchasing milk that is 4-5 days old.

Consumers often struggle to access truly fresh, chemical-free dairy products as intermediaries and long supply chains compromise both purity and nutritional value.

To address this, Sunil Shahi, former CEO of the legacy engineering firm Greaves Cotton, acquired a B2B dairy business in 2022 and transformed it into Desi Farms, a farm-to-table D2C brand. Desi Farms ensures fresh, chemical-free milk and dairy products, eliminating preservatives and reducing the time between production and consumption.

Desi Farms Bets On Freshness

The D2C dairy brand stands out for its commitment to delivering chemical-free, antibiotic-free, and preservative-free milk and dairy products within 12-24 hours of milking, ensuring maximum freshness. 

Each product undergoes 20+ quality checks at its ISO 9001:2015 certified plant in Ahmednagar, which has a daily processing capacity of 1.5 Lakh litres. 

The brand has developed a tech-enabled in-house system to manage production, delivery, and franchise operations, ensuring complete product traceability from farms to customers.

Apart from milk, Desi Farms offers a range of dairy products, including A2 milk, ghee, paneer, and more. The brand operates primarily in Pune, Navi Mumbai, Thane, and Mumbai, ensuring the timely delivery of fresh dairy products to consumers. 

With 54 in-house manufactured SKUs, all free from preservatives, the brand has gained strong traction for products like A2 milk, whole cow milk, A2 paneer, low-fat paneer, dahi, A2 ghee, and rabdi.

The startup saw an improvement in its ranking, rising from 34th place last year to 29th this year on the FAST42 list.

Desi Farms’ Omnichannel Push & The Way Forward

In the financial year 2023-2024 (FY24), Desi Farms reported a revenue of INR 25.4 Cr, up from INR 18 Cr in FY23. The brand follows a strong omnichannel strategy. It has recently expanded to ecommerce platforms and begun to tap into the modern trade network. It directly engages customers through its app and portal while also expanding its offline presence with over 50 exclusive Desi Farms outlets.

The Pune-based startup has raised INR 40 Cr from a mix of institutional investors, venture funds, and high-profile individual investors. 

Its key investors include NAV Capital Emerging Funds, Nova Capital, Rajasthan Global (Lalit Dua), and Venture Catalysts. Additionally, Ashish Chugh (director Hidden Gems Advisory), Ashwath Ram (Ex-MD, Cummins India), Sandeep Sinha (CEO, TAFE), and Niranjan Kirloskar have also backed the startup. 

The D2C brand expects to cross INR 50 Cr in revenue for FY25 and has set an ambitious target of surpassing INR 100 Cr by FY26. With aggressive growth plans in place, the D2C brand aims to scale its operations and expand its market presence significantly over the next two years.

[Authored By Pooja Yadav]

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