Direct-to-Consumer (D2C) Brand Basil Secures Rs 3.6 Crore in its Seed Funding Round


Basil, a startup specializing in consumer houseware, has secured Rs 3.6 crore in a seed funding round co-led by IIMA Ventures and Appreciate Capital. Additionally, notable angel investors such as Mohit Sadaani, Aprameya Radhakrishna (co-founder of Koo), Abhishek Goyal, Malini Adapureddy, and Brij Bhushan (co-founder of Magicpin) participated in the round.

According to a press release by Basil, the funds will be utilized to enhance its direct-to-consumer (D2C) operations, expand its presence through e-commerce channels, and diversify its product portfolio.

Established in 2023 by Harini Rajagopalan and Mahesh Muraleedharan, Basil is a direct-to-consumer startup specializing in tailor-made products designed to resonate particularly with Generation Alpha and their millennial parents. Addressing a notable gap in the market, Basil’s water bottles and Bento boxes serve as a strategic response.

Basil’s mission is to invigorate this sector with innovative designs crafted in response to market demands, utilizing premium materials, functional designs, and aesthetic allure. Presently, its products are accessible nationwide through their D2C platform and prominent marketplaces like Amazon.

Headquartered in Bengaluru, the company intends to diversify its product range in the coming year by introducing lunch bags for children and a fresh line of bento boxes tailored for working professionals.

In the competitive landscape, Basil contends with players such as Rabitat, Vaya, Solara, Milton, and Cello, as well as unbranded alternatives.

Datum Intelligence projects that the Indian consumer houseware market will surpass ₹507 billion by 2027.

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