In a strong signal of this shift, Salty has raised INR 30.1 crore in a fresh funding round led by MG Investment . Existing investors Anicut Capital , All In Capital , JK Group , along with new angel investors, also participated in the round.
Founded by Kanishka Garg , Sonaal Goel , and Twisha Gupta , Salty operates in the affordable accessories segment , selling primarily through online channels. Over the last year alone, the brand shipped products to more than 18,000 pincodes , indicating strong demand well beyond India’s top metro cities.
India’s accessories market has traditionally been split between two extremes: unbranded, low-quality products at one end, and premium, influencer-driven brands at the other. Salty identified a clear gap in the middle — aspirational yet affordable accessories designed for everyday Indian consumers.
While most D2C fashion brands initially focused on metro audiences, Salty took a different approach. The founders recognised that Tier 2 and Tier 3 cities were already shopping online , but were underserved when it came to reliable, trend-forward accessories at reasonable price points. This insight became the foundation of the brand.
Salty positioned itself not as a luxury label or a discount-first player, but as a value-led, design-conscious brand that could scale through reach rather than exclusivity.
Like most early-stage D2C brands, Salty faced its share of skepticism. Investors and industry insiders questioned whether accessories could see repeat purchases outside large urban centres, and whether logistics to smaller pincodes would remain economically viable.
There were also challenges around demand forecasting, returns management, and building a supply chain that could handle regional preferences. Instead of expanding aggressively offline, Salty doubled down on online distribution , data-driven assortment planning, and pricing strategies suited to non-metro consumption patterns.
The results were clear. Orders began coming consistently from smaller towns, validating the thesis that Bharat was ready for digitally native fashion brands , provided the product and price were right.
With the INR 30.1 crore funding round, Salty is now entering its next phase of growth. While the company has not publicly disclosed its revenue or valuation, the size of the round signals strong confidence in its unit economics and long-term scalability.
The fresh capital is expected to be used across:
Strengthening supply chain and sourcing
Brand building across digital channels
Expanding product categories within accessories
Improving delivery speed and customer experience across regions
India’s fashion accessories market is estimated to be over USD 20 billion , growing at 12–15% CAGR , with the fastest growth coming from online-first consumption. Increasing smartphone penetration, better logistics coverage, and comfort with digital payments have accelerated D2C adoption, especially outside metros.
Accessories, in particular, benefit from lower ticket sizes, higher purchase frequency, and faster trend cycles — making them well-suited for a D2C model focused on scale.
Salty’s ability to ship to 18,000+ pincodes demonstrates how distribution itself can become a competitive advantage in India.
Salty’s journey offers several takeaways:
Bharat demand is real when products are designed for it
Affordable does not mean low aspiration
Distribution and logistics can be a powerful moat
Data-led decisions outperform assumptions
As Indian D2C evolves, brands like Salty show that the next wave of scale will come from relevance, not just branding . The INR 30.1 crore funding round is not just a capital raise — it’s a validation of a Bharat-first approach to consumer brands.
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