Quick Overview
India’s D2C fashion space is rapidly expanding beyond clothing, and accessories are emerging as a fast-growing segment. Affordable accessories brand Salty has raised INR 30.1 crore in a new funding round led by MG Investment, with participation from Anicut Capital, All In Capital, JK Group, and several angel investors. The investment highlights growing confidence in scalable, online-first consumer brands focused on non-metro India.
The Brand and Its Vision
Founded by Kanishka Garg, Sonaal Goel, and Twisha Gupta, Salty operates in the mass-premium accessories category, offering stylish yet affordable products through digital platforms. The company has built strong nationwide reach, delivering orders across more than 18,000 pincodes, proving that demand for trend-focused accessories exists well beyond India’s major cities.
Filling the Gap in India’s Accessories Market
The founders recognised a major gap between cheap, unbranded accessories and expensive influencer-led brands. Salty positioned itself in the middle — combining aspirational design with accessible pricing for everyday consumers.
Instead of focusing only on metros, the brand prioritised Tier 2 and Tier 3 cities, where online shopping was growing but quality accessory options remained limited. This Bharat-focused strategy became a key driver of early growth.
Challenges and Strategic Approach
In the beginning, many doubted whether smaller cities would generate consistent repeat purchases or if logistics costs would remain sustainable. The team also faced hurdles in managing returns, forecasting demand, and building a flexible supply chain suited to regional tastes.
Rather than rushing into offline expansion, Salty focused on data-driven product planning, efficient pricing models, and strong online distribution. Over time, steady demand from smaller towns validated the company’s market thesis.
Growth Plans After Funding
The newly raised capital will support multiple expansion initiatives, including strengthening sourcing and supply chain operations, enhancing digital marketing efforts, introducing new accessory categories, and improving delivery speed and customer experience across regions. Although financial figures like revenue and valuation remain undisclosed, the funding size signals investor confidence in the company’s growth potential.
Market Opportunity and Industry Context
India’s fashion accessories market is estimated to exceed USD 20 billion, with double-digit annual growth driven largely by online consumption. Lower price points and fast-changing trends make accessories particularly suitable for a D2C model focused on scale. Salty’s extensive distribution network is becoming a strong competitive advantage in this evolving ecosystem.
Why This Matters
Salty’s growth demonstrates that scalable consumer brands can emerge from understanding Bharat’s needs — balancing affordability with aspirational design. The company’s journey reinforces that strong logistics, data-led decisions, and relevance to emerging markets can drive long-term success in India’s D2C landscape.
Conclusion
With fresh funding and expanding reach, Salty is entering a new phase of growth. Its progress reflects a broader shift in India’s startup ecosystem — where brands designed for everyday consumers across the country are shaping the future of digital commerce.
