Chennai-based The Indus Valley, a D2C-focused kitchenware startup, has raised $1.1 million in a funding round led by Rukam Capital, DSG Consumer Partners (DSGCP), and The Chennai Angels.
Investors Lead Angels Network and Calega Family Office Investor Group also participated in the round.
Founded in 2016 by Jagadeesh Kumar and Madhumitha Udaykumar, The Indus Valley, through its online D2C platform, claims to offer natural, toxin-free kitchenware, providing alternatives to chemically coated products.
The startup said that all of its products are produced from natural materials like cast iron, iron, copper, clay, and wood to avoid the usage of any chemicals, coating, or harmful additives.
According to a statement, The Indus Valley will utilize the raised capital to expand its product portfolio, strengthen its team, and increase geographical reach across the country.
“We welcome Rukam Capital and DSG Consumer Partners on board to join us in our journey to thrive and deliver health-first equipment to kitchens across the nation. We disrupted the segment by being the first mover in the industry, and ever since then, it has been a high-growth niche in the overall cookware industry,” Jagadeesh Kumar, Co-founder & CEO, The Indus Valley, said.
“We realized that customers have become more health-conscious than ever before and are looking for non-chemical products to ensure their safety. Keeping in mind these growing demands, our products are carefully engineered to provide the most healthy cookware without any usage of chemicals,” he adds.
Since its inception, the startup claims to have served more than 200K orders and has a strong digital retail presence on marketplaces such as Amazon and Flipkart.
Deepak Shahdadpuri, Managing Director of DSGCP, said: “We are witnessing a shift from value-driven functionality-focused kitchenware products towards healthier and better-for-you products. Non-stick materials like Teflon, which are pervasive, can pose health risks when overheated. Extensive use of plastic can also cause issues when exposed to extreme heat.”
“We have been tracking this trend globally and have seen a switch to cookware made from cast iron, ceramic, copper, wood and glass, amongst others. Jagadeesh and Madhumitha have developed a portfolio of natural cookware products and are focused on building The Indus Valley as the leading Indian brand in the category. This includes educating the Indian consumer on the benefits of natural cookware, usage and maintenance.”
Speaking on the investment, Archana Jahagirdar, Managing Partner, Rukam Capital, said:
“The Indus Valley aids this movement with its unique offerings. This industry has incredible potential to be explored, and Indus Valley is visioned towards solving the people’s problem statement to have chemical-free cookware. Its D2C digitised model of business makes health-focused kitchenware accessible.”