New Delhi-based direct-to-consumer (D2C) innerwear, loungewear, and activewear brand Freecultr has raised $5 million or Rs 37 crore in a Series A funding round led by Sixth Sense Venture’s Sixth Sense India Opportunities Fund.
The startup was founded in 2011 by Sandeep Singh, Rajesh Narkar, Harish Bahl, and Sujal Shah. In 2020, Shrey Luthra and Harshit Vij took over as the startup’s cofounders position.
Freecultr is an online D2C brand that sells environmentally-sustainable and technologically-advanced innerwear, loungewear, and activewear for men and women in India. Their products include vests and undershirts, bottom wear including boxer shorts, briefs, and trunks. It also offers accessories like masks, bandhana, and more.
With this round of funding, The startup will focus on team expansion, product development, brand building, and marketing to capture a bigger part of the growing market.
“Our growth over the last two years has shown that there is a huge consumer appetite for premium, technologically advanced, and sustainable intimate wear. With this investment, we are now ready to invest deeper in our product development and marketing to capture a bigger share of this growing market,” said Harshit Vij.
“We are thrilled with the confidence Sixth Sense Ventures and our other investors have placed in our brand’s story and are looking forward to building the most innovative comfort wear apparel brand from India,” added Shrey Luthra.
Speaking on the association, Nikhil Vora, Founder & CEO of Sixth Sense Ventures, said:
“We believe the Indian inner-wear category is set for disruption. Freecultr with its product-first and digital approach is creating a strong niche for itself among the new-age audience. We like the way the founders are building the business model around creating a wider product portfolio engagement and improved supply chain efficiencies. We are excited to partner Harshit and Shrey as Freecultr is at the cusp of their next phase of growth”.
Additionally, the D2C brand had also raised funds from D2C brand boAt Lifestyle’s co-founders Aman Gupta and Sameer Mehta, D2C brand Wakefit’s co-founder Chaitanya Ramalingegowda, and Smile Group co-founder Manish Vij.