Fireside Ventures leads a $6 million fundraising round for Smytten

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As part of its Series A round led by Fireside Ventures, Smytten, a platform for direct-to-consumer (D2C) brands, has raised $6 Additionally, the round included participation from long-time investors, including roots venture. D2C firms’ marketing funnels will be optimized with the use of technology and analytics solutions, according to the company’s statement.

Suman Kant Munjal family office, Sharp Ventures (Mariwala family office), and Waao Partners (Pratul Shroff family office) are three of the most notable. When Smytten raised $1.5 million from Roots Ventures for its pre-Series A investment, it was backed by notable angel investors such as Rajan Anandan, former MD of Google India & South East Asia, and other industry veterans.

Smytten was founded by Swagat Sarangi and Siddhartha Nangia and focuses on digitizing the pre-purchase product testing experience for consumers. Consumers may test out things online before they buy them, thanks to the site’s more than 5 million users. As of this writing, Smytten has more than 700 D2C brand partners on its platform spanning. Some of the company’s clients include D2C brands such as Mamaearth, Plum, and mCa.

“Pre-purchase buying experience will be the biggest enabler and will fuel the burgeoning Indian D2C market which is projected to touch $100 billion in next four to five years,” Sarangi said. “We believe this sampling-led tried-and-tested method of customer engagement will change the way D2C brands and consumers interact, making it more immersive and experience-based.”

Kannan Sitaram, Venture Partner, Fireside Ventures, said: “With D2C becoming mainstream, brand marketers need fresh, sharper solutions that can help in creating the right brand experience for consumers who are on the lookout for superior quality products.”